A growing number of Brits are swapping nights out for healthier, alcohol-free social experiences.
Premier Protein launches a free pop-up sauna in London
New research by Premier Protein reveals a shift towards wellness-focused activities, with 55% of respondents saying they would now choose a protein shake over a pint. The study also found that 57% of participants feel more energised and better connected through healthy lifestyle activities than during a night at the pub or club.
Saunas, long associated with relaxation and recovery, are increasingly being used as social spaces, with 13% of Brits saying they meet friends there. Rooted in Finnish tradition, sauna culture is gaining ground in the UK as people seek more mindful ways to connect.
The shift is being led by younger people, with 75% of Gen Z choosing healthier social settings such as fitness classes, running clubs and sauna sessions. Half of respondents say they now go out less often for traditional nights out than they did five years ago, while six in ten have attended, or would consider attending, a social sauna event.
Gabrielle Reason, director of the British Sauna Society, said: "This research reflects exactly what we’re seeing in the rise of the UK sauna movement - that people are embracing communal wellness as a primary way to socialise.
"The heat of the sauna makes us feel safe, calmer, and much more ready to open up. It’s 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 deep and meaningful connections that sauna, running clubs or exercise groups facilitate."
Alberto Macher, director of international marketing at Premier Protein, said the shift reflects changing priorities.
He explained: "It’s clear that the way Brits socialise is changing. More people are looking for ways to connect that feel healthier, more balanced and more meaningful than the traditional night out.
"Whether it’s 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."
To tap into this growing demand, Premier Protein is launching a free pop-up sauna experience in London on Sunday 26th April.
To book your place at Premier Protein’s 'Fuelling Friendships' pop-up sauna visit:
https://www.eventbrite.co.uk/e/premier-proteins-free-fuelling-friendships-pop-up-sauna-tickets-1985514286680