The New Country Club: Fitness as the Ultimate Social Status
We are in the early innings of a major transformation set to redefine not only fitness, but social status and everyday lifestyles.
We are watching something fascinating unfold.
Fitness is no longer just about reps, sweat, or weight loss…it’s becoming the new cultural currency.
Gyms, wellness clubs, racquet sport facilities, and boutique studios are transforming into the Soho House of Fitness (exclusive, social-driven spaces where health is just one part of the value proposition).
This shift is happening fast and it’s reshaping more than just exercise…
Let’s Dive In 👇
Rise of the Third Space
As I began studying the fitness/gym space, I found it helpful to categorize it into three eras.
1. Basement Era (1970s–1990s)
Focused on raw lifting, bodybuilding, and sweat equity.
Think Gold’s Gym, Arnold Schwaraneagger, and iron culture.
2. Boutique Era (2000s–2010s)
Specialization in the niche areas of fitness.
SoulCycle, Barry’s, and OrangeTheory built tribes around formats.
3. The Longevity Era (2020s)
Health span, recovery, and social connection are currently driving the industry forward.
This is where the “fitness country club” is taking root:
Biohacking pods in spa rooms.
Co-working tables at boutique studios.
Social strength clubs replacing happy hours.
Golf simulators, pickleball courts, and dart games.
And I believe we're still in the early innings of this transformation.
Fitness as the New Country Club
As I began researching this category, I discovered some offerings that perfectly showcase the trend.