People are increasingly swapping pubs for saunas as a wellness trend reshapes British social habits. More than half of individuals would now opt for a protein shake over a pint, according to a study that highlights Gen Z's preference for healthier ways to socialise.
Wellness-Led Socialising on the Rise
The research found that over half of respondents believe they feel more energised and better connected through wellness-led activities than through a traditional night out. Saunas are emerging as popular social spaces, with one in ten saying they are becoming the new place to meet friends as demand rises for more intentional, health-focused socialising.
Half of those surveyed reported going out less frequently for traditional nights involving pubs and clubs compared to five years ago. Among Gen Z respondents, six in ten have attended or would consider attending social sauna events.
Mental Wellbeing a Key Driver
Over half of participants cited mental wellbeing as a crucial factor in their social decisions. Gabrielle Reason, director of the British Sauna Society, explained that the sauna environment makes visitors more 'ready to open up', which is 'vital' for mental health.
Reason stated: "This research reflects exactly what we are seeing in the rise of the UK sauna movement - people are embracing communal wellness as a primary way to socialise. The heat of the sauna makes us feel calmer, safe, and much more ready to open up. It is so vital for our mental health. We've gotten so used to connecting with technology, that it's not surprising that people are now seeking more meaningful and deep connections that sauna, exercise groups or running groups facilitate."
Changing Social Habits
Alberto Macher at Premier Protein, which conducted the research, added: "It is clear that the way Brits socialise is changing. More people are looking for ways to connect that are more balanced, feel healthier and more meaningful than the traditional night out. Whether it is going for a walk or trying a wellness experience together, people want social time that refuels their modern life and leaves them feeling good afterwards."
Premier Protein is launching a free pop-up sauna experience in London on Sunday, April 26, inviting people to refuel and reconnect.
