A new clubbing trend sees younger partiers raving in workout gear in coffee shops and parks – but why has this unconventional take on clubbing culture drawn such mass appeal?
Have you ever gone to a rave and thought: this would be way better if it was 8 am and I was drinking a matcha instead? If you said ‘yes’, Gen Z’s new soft clubbing trend might be for you.
There’s been much said about the deterioration of the British nightlife scene. Now, an increasing number of people are flocking to what have been dubbed ‘soft clubbing’ events, which involve hosting raves or music events in non-traditional venues like cafes and parks.
Recently, the British dance music festival, Creamfields, introduced a daily 5K run and on-site gym to its program. While alcohol free raves have been popping up across the UK – such as Bristol’s The Trinity Centre’s first-ever day-long sober rave, which was held in August.
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Even if you haven’t attended one of these events yourself, you may well have stumbled across such videos on your timeline: such as the viral TikTok by @bavrrr of improbably sober people in workout gear jumping up and down in a coffee shop.
The growing trend is backed by stats, too. Eventbrite data reveals that there has been a 478% increase in coffee clubbing events, while morning dance parties have also shot up by 20%.
According to Roseli Ilano, Eventbrite’s Head of Community & Trends Expert: “This movement isn’t about giving something up—it’s about choosing more. More presence, more intention, more joy. Gen Z is redefining what it means to go out, and they’re turning to experiences that nourish the body and soul as much as they entertain.”
Indeed, studies indicate that Gen Z’s attitude towards partying has shifted. As reported by Global News, a Berenberg study found that Gen Z drink about 20% less alcohol per capita than Millennials did. Meanwhile a 2024 report by UKActive found that 11.5 million people aged 16 and over had gym memberships, an increase of 1.6 million from 2022 – a trend largely driven by younger people.
The shift has been observable in university culture too. According to new research by Snapchat, almost 64% of first years would rather connect over shared interests and group activities than on a night out.
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However, despite its seemingly wholesome nature, ‘soft clubbing’ has managed to stir up a debate online. Eugene Healey, an online brand strategy consultant with over 400K followers across TikTok and Instagram, went viral after describing the phenomenon as being the “opposite” of what club culture is at its peak – which is subversive.
One upvoted comment described the trend as being “soooo LinkedIn”. Another commenter linked it to a rise in “hyper-conservatism”, a trend which has been observed in the mainstream.
But some insist that it’s simply “not that deep”. One user wrote: “I’m tired of dark, drug-fuelled spaces at 3 am. I want to party and enjoy time with friends and music in a way that doesn’t ruin my body and sleep schedule.”
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