Many centres are still built around a narrow, alcohol-led model of “nightlife”. Want a quality, social, alcohol-free experience at 9pm? Limited choice. Fancy an early morning coffee after a workout? Good luck. This isn’t a collapse in demand; it’s a mismatch between what people want and what places offer.
From Pints to Pilates: The rewiring of the night-time economy
28 Jul 26
Since 2020, more than a third of UK nightclubs have closed, and London is now home to more 24-hour gyms than nightclubs with late-night licences. But is this simply a story of rising costs, or something deeper? It appears the night-time economy is being reshaped by a generation with different habits, priorities and expectations.
First the obvious question: are younger people drinking less?
According to Drinkaware (2025), 90% of Gen Z moderate their drinking, while younger adults are increasingly choosing alcohol-free alternatives. Cost, health and hangovers are among the key reasons cited by 18–34-year-olds cutting back. At the same time, the UK’s wellness industry is booming, estimated at more than £167 billion and growing. Coincidence, or substitution?
Gen Z aren’t anti-social, but they are more selective. Social media has raised the bar: going out is no longer just about being out, it’s about doing something worth sharing. Add a sharper focus on health and wellbeing, and the result is a pivot from pints to Pilates, from late nights to early starts, and volume to experience.
But are our towns keeping up?
Many centres are still built around a narrow, alcohol-led model of “nightlife”. Want a quality, social, alcohol-free experience at 9pm? Limited choice. Fancy an early morning coffee after a workout? Good luck. This isn’t a collapse in demand; it’s a mismatch between what people want and what places offer.
That’s because this isn’t really a story about decline. Whilst 400 UK nightclubs have closed in the last five years, Barclays have identified that cash inflows are growing for activity-led businesses, with more than half of consumers planning to spend the same or more on events and entertainment this summer, and half of 18–34-year-olds cutting spending back in other areas to spend more on experiences. People haven’t disappeared; they’ve redistributed.
The real shift is from a traditional “night-time economy” to a broader all-day economy. People still want to socialise, but increasingly on different terms, whether that’s a concert, late-night food venue or fitness class.
The good news? Hospitality is remarkably adaptable. New formats are emerging, from hybrid venues and experience-led concepts to alcohol-free spaces.
The bigger question is whether our high streets can keep up. As more young people move into higher-density town centre living, demand for local amenity intensifies. Yet many centres still lack the diversity and flexibility to meet it.
Our work supporting Purple Flag accreditation (the international award recognising towns and cities for excellent NTEs) has highlighted the importance of a diverse evening economy and the need for a coordinated approach that goes beyond bars and clubs alone.
Because this isn’t about saving nightlife. It’s about evolving it.
The places that succeed won’t choose between coffee culture and nightlife; they’ll find ways to support both.
The energy hasn’t gone anywhere; it’s just running on a different schedule.
Get in touch with Maisie Curry to discuss how Iceni Projects’ Culture, Media and Sport sector group can help with this shift.
We support places to respond through integrated town centre masterplans, economic strategies, and forward-thinking approaches to funding transformative projects.
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From Pints to Pilates: The rewiring of the night-time economy
28 Jul 26 | Maisie Curry