Stat: Soft clubbing signals the future of going out

US – Gen Z are rewriting the rules of nightlife. Eventbrite data shows a 92% rise in sober-curious gatherings, with formats such as coffee clubbing, morning dance parties and thermal gatherings gaining traction across the US.

Coffee-fuelled clubbing is one of the fastest-growing scenes, with attendance up 150% and Houston alone experiencing a staggering 1,800% surge. Attendance of thermal gatherings – cold plunge parties and sauna raves – was up by 1,105%, with New York recording a 900% year-on-year rise. Morning dance parties are also gaining traction, particularly in Denver, where they increased by 343%.

‘This movement isn’t about giving something up – it’s about choosing more,’ says Roseli Ilano, Eventbrite’s head of community and trends expert. ‘More presence, more intention, more joy.’

We began tracking this trend in our Sober Social Fix and Social Wellness reports, which spotlighted the venues providing consumers with social spaces for play, creativity and shared wellness rituals.