Despite rising living costs, consumers in many markets around the world remain committed to investing in their health and fitness, as detailed in the 2024 HFA Global Report, published by the Health & Fitness Association.
In the past year, developed markets, including the United States, United Kingdom, Japan, and Spain, demonstrated record-breaking performance in their fitness facility membership numbers and penetration rates, which reflect the share of a country’s population who are members of a health club or studio.
Emerging market data, stable consumer confidence, and optimistic projections from industry members indicate that the global health and fitness market is poised for further growth in 2024, driven by rising health awareness and increasing demand for fitness facility access.
Record Penetration Rates and Club Membership Growth
The report reveals several developed markets are achieving new benchmarks in fitness engagement. Countries such as the U.S., U.K., Spain, and Switzerland have all reported record-high penetration rates and fitness facility memberships.
This surge in memberships reflects a global trend where consumers are increasingly prioritizing their health and fitness despite other economic or political challenges.
Japan’s growth also stands out. In 2023, the penetration rate in Japan reached 4.5%, which encompasses roughly 5.6 million members. This is a 21.4% increase from the previous year. This growth signals a strong market demand and a commitment to fitness that is likely to continue.
Opportunities for Expansion
While developed markets have flourished in the past year, growth potential also exists within emerging regions. For example:
India: With a population exceeding 1.4 billion, India’s penetration rate is only 0.7%, indicating vast room for growth.
Latin America: This region’s largest market is Brazil, but countries such as Mexico and Uruguay sit with penetration rates below 7% despite having a solid demand for fitness services.
Middle East: In countries such as Saudi Arabia, also with a penetration rate below 7%, there is potential for growth. A unique opportunity exists, as 74% of the fitness market is comprised of independent gyms, while chains make up the remaining 26%. Additionally, women-only gyms offer untapped potential, as 25% of the women in the region reported a lack of nearby facilities as a barrier to physical activity.
Eastern Europe: Emerging markets such as Romania and Serbia are showing increased interest in fitness, offering new avenues for market development.
Confidence in Growth Projections
A variety of factors—stable economic confidence, growth projections and a continued need for health awareness and access—support an optimistic outlook for the industry:
- Consumer confidence, an economic indicator that measures how consumers feel about the economy and their financial situation, remains stable and actually showed a slight increase between December 2023 and June 2024, according to IPSOS.
- The HFA Global Report reveals that 86.8% of club and studio operators expect membership growth in 2024, with more than two-thirds anticipating increases of over 5%. Additionally, 92.6% of operators project revenue growth, reflecting a strong and expanding market.
- Additionally, the World Health Organization (WHO) reports that nearly one-third of adults worldwide did not meet recommended physical activity levels in 2022. Addressing disparities in access and navigating varying regulatory environments across regions are crucial for continued growth.
The 2024 HFA Global Report paints a picture of a dynamic and expanding global fitness industry, reaffirming that fitness is more essential than ever in both established and emerging markets. Stakeholders, from fitness operators to policymakers, must leverage these insights to capitalize on opportunities and address challenges, ensuring that the health and fitness industry continues to best serve its global community.