F45 Targets Gen Z With Summer Fitness Discount for Students
As Gen Z flocks to fitness, F45 and Planet Fitness roll out summer deals to lock in the next generation, one betting on boutique intensity, the other on the big box gym experience
Class may be out, but F45 wants students back in session with a nationwide summer offer as hot as its workouts.
The group training franchise, known for its high-intensity functional workouts and community-driven model, is offering high school and college students (ages 15 and up) 20% off unlimited memberships and 10- or 20-class packs now through September 1.
A valid student ID is required, and those under 17 must sign up with a parent or guardian. The promotion is available at participating F45 studio locations across the U.S. and Canada.
The summer push mirrors that of Planet Fitness, which offers free gym access to teens through its High School Summer Pass program, a recurring seasonal initiative. Planet Fitness CEO Colleen Keating confirmed the cost-effective program’s return during the company’s Q1 2025 earnings call, calling it “incredibly successful” at building brand loyalty. She also noted that Gen Z remains the fastest-growing segment of the company’s membership base — not entirely surprising given the generation’s affinity for high-value, low-price (HVLP) gym models.
While Planet Fitness leverages its accessible “Judgement Free Zone” vibes and newly added strength training equipment to attract young consumers, F45 is doubling down on its boutique positioning with high-energy group workouts in a more intimate setting. Select studios are also enhancing the experience with recovery tech products from Hyperice, including the Hypervolt massage gun, Normatec compression boots, Vyper vibrating foam rollers and Hypersphere massage balls.