What is “maxing”?
People, especially Gen Z, are trying to get the most out of life through a new thing called “maxing.”
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Ethan Jones Romero said it wasn’t unusual for him to go out drinking during his college days and into his early 20s.
But now 27 years old, Jones-Romero said he has cut back on drinking to focus more on his health and training.
“The way I feel after drinking is completely worthless for how much fun I had,” the actor, who lives in Brooklyn, New York, told USA TODAY.
His transition from drinking to a healthier lifestyle, including running and working out at the gym, is not unusual for his generation.
Gen Z and Millennials are drinking less alcohol and exercising more, according to a new report from Bank of America Research Institute, “Young Generations Are Moving from Barstools to Barbells.”
Generation Z and Millennials are drinking less alcohol
Bank of America Research Institute economist Joe Wadford analyzed credit and debit card spending data from 70 million Bank of America consumer and small business accounts and found that younger generations are reshaping where and how Americans socialize.
“Young Americans are really driving this movement that we call ‘The Great Moderation,'” Wadford told USA TODAY.
Bank of America card data shows that Dry January, the month when people completely stop drinking alcohol, is slower than other months, but holiday splurges have become more subdued, “thus, we believe the long-term trend is for moderation to be more important than abstinence,” the report said.
The report also cites data from the U.S. Substance Abuse and Mental Health Services Administration, which shows that over the past decade, the number of people over 50 who binge drink (defined as more than four or five drinks at a time) has increased, but that number has been offset by approximately 3.9 million people between the ages of 21 and 34 who have stopped binge drinking.
According to Bureau of Labor Statistics data cited in the report, the share of household spending on alcohol remains at its lowest level in nearly 40 years.
The drop in alcohol spending is not due to price changes, but because consumption is lower, the report said.
“Bank of America card data shows that people are simply choosing to drink less, especially at home. There is a clear divide: spending at liquor, wine, and beer outlets is down, while spending at bars is still significantly up,” the report said.
More money spent at bars, but not necessarily on drinks
Although alcohol prices are up about 2% year-over-year, according to the BLS’s latest inflation data, spending at liquor, wine and beer outlets in January was down 5% year-over-year, while spending at bars was up 4% year-over-year, according to Bank of America card data, according to the report.
“In our view, there is a possible explanation for this dichotomy: some people may seek the social aspect that bars offer, but refrain from drinking at home,” the report said.
Wadford said the bar has had great success with its non-alcoholic menu, including mocktails and non-alcoholic beers, and has also expanded its dining and social activities.
“People can go out and socialize and enjoy the atmosphere, but they can also choose not to drink,” Mr Wadford said.
It has also become more socially acceptable to not drink, Wadford said.
Gym spending is on the rise among Gen Z and Millennials
Bank of America data also shows Gen Z consumers are seeing a significant increase in spending on fitness and active hobbies, the report said.
According to Bank of America Global Research, Gen Z and, to a lesser extent, Millennials still prefer experiences. Bank of America data also shows that millennials, especially Gen Z, are seeing much stronger growth in spending on fitness activities such as gyms and golf. Gen Z’s credit or debit card spending in the fitness category is up about 9%, but spending at bars is up less than 4%.
In contrast, fitness growth for Generation X was about 4%. According to the report, baby boomers were slightly higher at 5%, while bars were at nearly 8%.
With consumers also facing affordability issues, Wadford said monthly gym memberships are much cheaper than going weekly. He said working out is also tied to the desire of younger generations to become healthier while providing an outlet for social activities at the gym.
“I think this movement has legs and is going to shape this industry,” he said.
Shikha Jain, partner and head of North American consumer at commercial strategy consulting firm Simon Kuchar, agreed, adding that the non-alcoholic beverage industry is also growing.
“I don’t think this is just a fad. I think this is a strong trend,” she said.
Increase training efficiency by reducing alcohol intake
Jones-Romero said fitness has been important to him since his college days, but in recent months he has begun to notice that his “Weekend Warrior” drinking and hangovers are affecting his health and training.
In the past two months, I only drank alcohol once when I went out with friends. The main reason, he said, was that he couldn’t find a way to have just one or two drinks; he’d rather not drink at all.
He said he felt better training because he drank less.
“I can drive more efficiently. I used to use regular gasoline, but now I use premium gasoline,” he said.
He said his friends have been supportive.
“If my friends aren’t happy about me going out sober, I don’t think they’re good friends. They really support me and don’t put pressure on me,” he said.
Betty Lin-Fisher is a consumer reporter for USA TODAY. Contact her at blinfisher@USATODAY.com or follow her at @blinfisher on X, Facebook and Instagram and @blinfisher.bsky.social on Bluesky.. Sign up for our free The Daily Money newsletter, breaking down complex consumer and financial news. Subscribe here.
