Fitness Business The New Nightlife Is at the Gym — It’s Called ‘Soft Clubbing’ Courtney Rehfeldt November 18, 2025 credit: Bay Club Wellness is taking over the weekend as a growing number of Gen Z and Millennials ditch alcohol. Bay Club, a… Membership Required This article is for ATN Pro members only. ATN Pro members get: Unlimited access to Athletech News articles Exclusive access to ATN Pro-level reporting Discounts to ATN the Innovation Summit VIP access to community events Exclusive email newsletters $299/year Subscribe Now Already a member? Log in Already a member? Log in here Tags: ATN Pro Bay Club Editors Pick Gen Z Gyms Luxury Gym Millennials Wellness Trends