‘It’s my second home!’ Gen Z and the sudden, surprising boom of luxury gyms

Expensive fitness facilities might seem a tough sell in a cost of living crisis. But for young people in crowded or dilapidated house shares, the high price for a haven can be worth payingThe best part of Owen Willis’s day is his morning shower. Notes of lavender and eucalyptus waft through his private, stone-tiled shower room as he uses a £32 bottle of Cowshed bodywash. He dries off with a fluffy white towel before slathering on Cowshed body lotion (£24).This isn’t Willis’s home, however. It’s his gym. He belongs to Third Space in London, which calls itself a “luxury health club”. Memberships start at £230 a month for an individual site and go as high as £305 for access to all of its branches, including the Mayfair club, where gym-goers can expect “UV-treated fresh air” and “a Himalayan sea-salt walled sauna and steam room”. Continue reading...

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