Germany

Country Insights

Younger Generations, Aggregators and Health-Oriented Training Reshape the Market

By Alexander Wulf, Marketing and Public Affairs, Deutscher Sportstudio-Verband (DSSV)

Industry Performance and Market Dynamics

The sustained increase in membership shows that fitness and health training have become an integral part of everyday life for more and more people. Including the additional 1.47 million members who access facilities through aggregator models brings the total number of active exercisers to 13.83 million. This corresponds to an expanded market penetration rate of around 16.5%. Aggregators have thus become an established part of the German market. Over three-quarters of all facilities are already connected to at least one such network. This indicates that aggregator models are attracting new target groups and expanding the addressable market without significantly replacing traditional memberships.

This broader reach is developing alongside significant structural change. The expansion of large fitness chains, ongoing market consolidation, and growing adoption of automated smart-gym concepts are reshaping the competitive landscape. The chain segment recorded the strongest facility growth in 2025, increasing by 12.6%, while independent facilities and special-interest concepts also continued to expand. As the market becomes more differentiated, a clear strategic position and a well-defined member proposition are becoming increasingly important.

Demographic change within the membership base is another major driver. Analyses covering the past twelve years show that Millennials and Generation Z have been primarily responsible for market growth and continue to demonstrate the highest growth and engagement levels. For these younger groups, fitness is part of a modern lifestyle shaped by social media, digital services, community experiences, and flexible training formats. Participation among older target groups, by contrast, remains below expectations, with the effects of the pandemic still visible in the slower recovery among Baby Boomers.

The market's strategic positioning is evolving in parallel. Health remains the most common focus, with almost half of all facilities defining themselves primarily as health-oriented providers. Training-focused and lifestyle-oriented concepts are also becoming more prominent, allowing the industry to serve motivations ranging from disease prevention and healthy ageing to performance, wellbeing, and aesthetic goals.

Digitalisation supports this diversification but is generally viewed as a complement to, rather than a replacement for, in-person training. Although traditional online workout formats have declined since the pandemic, operators are increasingly using digital technology to improve customer processes, training management, performance tracking, and personalised coaching. Personal support from qualified professionals remains a central quality factor and an essential part of the member experience.

Policy, Advocacy, and Public Health

The industry's stronger health orientation is increasing its relevance in public policy. Regular strength and endurance training is increasingly recognised as an effective means of preventing chronic disease and supporting healthy ageing. Against a backdrop of rising healthcare costs and demographic change, fitness and health facilities are positioning themselves as increasingly important partners in prevention and health promotion.

That role depends heavily on professional expertise. More than 95% of facilities invest in employee education and professional development, reflecting the growing importance of qualified personnel as facilities expand their health-oriented services. Additional qualifications in sports and exercise therapy, corporate health management, mental fitness, and prevention can strengthen the sector's credibility and support closer cooperation with healthcare stakeholders.

Economic and External Context

Strong market performance has been accompanied by exceptionally high investment activity. In 2025, the industry invested around €798 million in facilities, equipment, and infrastructure, and approximately 80% of businesses plan further investment in 2026. Priority areas include modern strength and cardio equipment, functional training zones, digital services, diagnostic offerings, and improvements to the customer experience. This willingness to invest demonstrates confidence in future demand and a commitment to maintaining high-quality training environments.

At the same time, operators continue to face a shortage of skilled workers, broader economic uncertainty, and intensifying competition. The sector's approximately 167,100 employees underscore its economic scale, but recruiting and retaining qualified staff will remain essential as operators invest in more specialised, health-oriented services. Reaching older adults more effectively is another strategic challenge, particularly as this population stands to benefit substantially from regular strength and endurance training.

Outlook and Key Drivers

The long-term outlook for the German fitness and health market remains highly positive. Growing health awareness, the increasing societal importance of prevention, strong operator investment, and continued innovation provide a solid foundation for further growth. The industry's opportunity is no longer limited to adding traditional members; it also lies in expanding access through aggregators, developing differentiated concepts, and becoming more deeply integrated into Germany's prevention and healthcare systems.

Future success will nevertheless be uneven. Operators will need clear positioning, efficient systems, qualified personnel, and the ability to combine digital convenience with high-quality personal support. The market must also translate its strong appeal among younger generations into more effective engagement of older adults. If it can do so while maintaining investment and professional standards, Germany's fitness and health industry is well positioned to extend both its economic contribution and its role in national health promotion.