Padium: Gen Z Q&A spotlight

Today’s consumer landscape is being reshaped by a new generation – and by brands willing to rethink the rules in otherwise established markets. In this Q&A, Houman Ashrafzadehlinkedin, Founder at Padium, share who their customers are today and how Gen Z – alongside a distinct Swedish brand heritage – fits into that picture.

You operate in established markets, but with an innovative twist. Who are your main customer groups today – and where do Gen Z, and any “Swedishness” or distinct brand heritage, show up in that mix?
Our audience is quite broad, from professionals looking for a premium place to play and socialise, to corporate groups, families, students and more performancefocused players. What connects them is the desire for an experience that feels active, social and considered. Gen Z is definitely part of that, especially through the way they discover brands, value community and look for experiences that are worth sharing.

The Swedish influence comes through in our design, simplicity and focus on quality without being intimidating. It’s premium, but still warm and accessible. 

You’re all, in different ways, shifting how people behave in your market. How is Gen Z driving that change, and how does it affect the way you shape and communicate your offer?
Gen Z is changing expectations because they do not separate sport, social life, wellbeing and content in the same way older audiences often do. For them, a club needs to feel like a destination, not just a facility. That has influenced how we shape Padium: combining premium courts with events, coaching, food, drinks, wellness and a strong community feeling.

It also affects our communication. We need to show the real energy of the club, not just list what we offer. Gen Z responds to brands that feel authentic, visually strong and easy to be part of.