Gen Z Alcohol Consumption Down 34 Percent as Youth Turn to Wellness Communities
"The alcohol consumption is down 34% in that generation, lost a third of the alcohol consumption. I mean, the last thing you want to be is like a vodka brand, you know."
About this episode
In this episode of The Ultimate Human Podcast, host Gary Brecka interviews franchise entrepreneur Anthony Geisler, his business partner in Ultimate Longevity Centers, a wellness franchise aiming to bring social longevity infrastructure to the masses. Geisler, who previously scaled Club Pilates from 18 locations to over 1,000 stores and exited LA Boxing to UFC, reveals that UBS projects the longevity industry to reach $8 trillion within 48 months. He disclosed that Ultimate Longevity Centers sold over 100 franchise locations in its first month, far exceeding expectations and signaling mass-market appetite for accessible wellness services. The conversation pivots to entrepreneurship, with Geisler emphasizing that fear never disappears in business, even after multiple exits, and that anyone who has ever considered starting a business already has the entrepreneurial bug—the only question is whether they die with it or act on it. Brecka frames the venture as a response to a broken healthcare system, arguing it will take decades to reform from within, but millions can be kept out of it through preventable chronic disease management. Both hosts credit COVID with creating a generation of citizen scientists who now demand personal health autonomy. They cite a 34% drop in Gen Z alcohol consumption and the explosive rise of run clubs and social wellness communities as evidence of cultural shift. The episode closes with optimism about the Kennedy-led MAHA movement and the potential to scale evidence-based therapies—hyperbarics, red light, cryotherapy, peptides—into shopping centers nationwide.
Key takeaways
- UBS forecasts the longevity industry will reach $8 trillion within 48 months, framing the market opportunity behind Geisler and Brecka's franchise model.
- Ultimate Longevity Centers sold over 100 franchise locations in its first month, signaling unprecedented demand for accessible wellness infrastructure.
- Geisler previously scaled Club Pilates from 18 locations to over 1,000 stores, exiting to private equity firm TPG for four times his UFC exit price.
- Brecka argued COVID created a generation of citizen scientists who now demand personal health autonomy over institutional healthcare guidance.
- Gen Z alcohol consumption is down 34%, with youth gravitating to run clubs and social wellness over drinking culture.
- Geisler emphasized that entrepreneurial fear never disappears regardless of success, comparing business risk to Navy SEAL missions.
- The franchise model aims to prevent chronic disease at scale by offering in-body scans, peptides, hyperbarics, and community-based wellness playgrounds in shopping centers.