With the rise of ‘soft clubbing,’ Gen Z is redefining what it means to socialize, moving away from traditional nightlife and toward wellness-focused gatherings. These events, ranging from coffee clubbing to more extreme ice tub plunges, are reshaping how people connect, with a strong emphasis on mental health and physical well-being. Co-founder Hannah Eyre of the ‘Savannah Ice Tub Club’ explains that her events are designed to provide a space for people to meet like-minded individuals in a healthy and mindful environment. The concept began as a way to prioritize connection over drinking and has since evolved into a broader movement toward sobriety and wellness.
Participation in these events often includes structured activities like yoga sessions followed by an ice tub plunge and sauna, offering both physical and mental health benefits. Eyre emphasizes that the benefits are not just physical, with participants reporting improved mental health and a sense of community. The popularity of these events is also reflected in the data, with Eventbrite noting a 92% increase in sober gatherings, indicating a significant cultural shift among young adults. This trend highlights a growing preference for activities that promote well-being over traditional alcohol-centric social events.
The shift among Gen Z is part of a larger cultural movement, as data shows that 61% of this demographic want to drink less, signaling a deepening trend rather than just a temporary fad. These events are not only providing a new way for people to connect but also fostering a community that values health, mindfulness, and authentic interactions. As the trend continues to gain momentum, it is likely to influence how socializing and community building are approached in the future.