How will brands connect with increasingly elusive Gen Z shoppers in 2026? Two of the brightest stars in the EU’s retail media firmament say the answer may not be on TikTok—it could be at the gym (or another physical space off the social media grid). 

That’s one of the insights we’re unlocking this week as TWIRM wraps up our special three-part This Year in Retail Media series. To look back on the biggest European retail media trends of 2025 and look forward to the year ahead, host Kate Dickson, Head of Marketing and Communications, Retail Media, STRATACACHE chats with savvy industry insiders Tijmen Willems, Vice President, Retail Media EMEA, PRN, and Alexandre Lepicq, Head of Retail Media Growth, PRN.

Tijmen and Alexandre get candid on PRN’s successful partnership with gym club Basic Fit. “When we started with Basic Fit, we were thinking we’ll work with Nike and protein bars, but in fact that’s only 10% of our income,” Alexandre notes. “And 90% of our income are non-endemic brands—banks, insurers, real estate, all the large-scale platforms.” 

The reason? Aware of the club’s 11 million visits each week, they want to reach members in the hour or two they’re working out and socializing, 50% of whom fall in the much coveted 18- to 25-year age range. “Brands can reach Gen Z on TikTok or Instagram, but they can’t create the unique link with them that they can in Basic Fit,” he explains.

In the coming months, Tijmen and Alexandre predict significant merger and acquisition activity among European agencies and tech platforms, anticipate the impact of agentic AI, and look forward to advances in standardized measurement unlocking in-store ad investment. 

And, embracing the holiday spirit, Tijmen shares his New Year’s wish for industry: Namely, that trade, marketing, and retail media teams will align around shared KPIs for better strategic collaboration.

Click here to hear Tijmen and Alexandre dive deep into the EU retail media outlook for 2026. Tijmen will be moderating a panel as part of  What’s in Store for Retail Media Networks at EuroShop on February 23rd. You can find out more and register for tickets here.