Netherlands

Country Insights

A Mature Market Driving Health, Prevention and Innovation

By Ronald Wouters, Executive Director, and Denise d'Hondt, Communications Advisor, NL Actief, and Dr. Jan Middelkamp

Industry Performance and Market Dynamics

The Dutch fitness industry continued to demonstrate resilience and growth throughout 2025. Supported by increasing health awareness, strong participation levels, and growing recognition of physical activity as a cornerstone of preventive healthcare, the sector remains one of the most dynamic and mature fitness markets in Europe.

Despite persistent inflation and broader cost-of-living concerns, more consumers view exercise not as a discretionary expense but as an essential investment in physical health, mental wellbeing, and long-term quality of life. This sustained demand is supporting a diverse and increasingly segmented market in which large chains, independent clubs, low-cost operators, premium facilities, and specialist studios all serve distinct consumer needs.

Consolidation remains an important feature of this evolution. Major fitness chains continue to expand through organic growth and acquisitions, increasing their national presence, while independent operators remain a significant part of the landscape. Low-cost concepts attract price-sensitive consumers, premium clubs emphasise service, experience, recovery, wellness, and personalised coaching, and boutiques specialising in strength training, personal training, functional fitness, group training, and women-only fitness continue to strengthen their position. The result is a mature market in which consumers increasingly seek environments that align with their goals, lifestyle, and identity rather than a one-size-fits-all offer.

Strength training is one of the clearest growth drivers. Consumers are placing greater emphasis on physical capability, mobility, and long-term health rather than aesthetic goals alone. Functional fitness and racing formats such as HYROX, Gymrace, STYREKX, Hexafit, and Fitrace are also gaining visibility by combining strength, endurance, and performance-based challenges. At the same time, boutique fitness and personal training continue to expand, particularly among Millennials and Generation Z, who value personalised coaching, high-quality instruction, strong brand identities, and a sense of belonging.

Community has therefore become a key differentiator. Clubs increasingly function as social hubs where members seek connection, motivation, and shared experiences through events, challenges, group activities, and member communities. Many operators are also broadening their services to include recovery, longevity, stress management, sleep optimisation, and body-composition analysis, positioning themselves as more comprehensive health and wellbeing providers.

Digitalisation supports this broader member journey. Booking platforms, personalised training recommendations, connected equipment, body-scanning technology, wearable integration, and AI-driven coaching are becoming more common. Rather than replacing the in-club experience, these tools complement personal support and enable hybrid behaviour that combines gym-based, outdoor, and digital activity.

Policy, Advocacy, and Public Health

The market's growing health orientation is being matched by stronger recognition of physical activity within public policy. National initiatives such as the Integrated Sport Agreement (Sportakkoord) and the Healthy and Active Living Agreement (GALA) encourage collaboration among municipalities, healthcare providers, sports organisations, and fitness operators. These programmes create opportunities for clubs to contribute more directly to prevention, healthy ageing, and community wellbeing.

A major policy success came in 2025, when the Dutch government decided not to proceed with a proposed increase in VAT on sports, culture, and media services. The proposal would have raised the rate from 9% to 21%, increasing the cost of gym memberships, classes, and sports participation. Following extensive advocacy across the Dutch sports sector, including work by NL Actief, retaining the reduced rate provided greater certainty for operators and consumers and reinforced the social value of sport and fitness.

The next ambition is deeper integration with healthcare and prevention pathways. Although this transition is not yet fully embedded, policymakers, healthcare organisations, and municipalities increasingly recognise that physical activity can improve population health and help reduce long-term healthcare pressure. NL Actief is supporting that shift through advocacy, quality standards, certification programmes, professional education, and partnerships with healthcare organisations, municipalities, research institutes, educational institutions, and industry suppliers. The objective is for fitness clubs to be recognised not only as places to exercise, but as accessible community-based health hubs.

Economic and External Context

These opportunities are developing against a mixed economic backdrop. Inflation and pressure on household budgets have increased price sensitivity, yet demand has remained comparatively resilient because many consumers now see fitness as integral to their health and quality of life. This creates room for continued growth, but it also places greater pressure on operators to communicate clear value and maintain a distinctive market position.

Labour availability is another important constraint. Many operators continue to face difficulty recruiting and retaining qualified fitness professionals. The Dutch Deregulation of Assessment of Employment Relationships Act (DBA Act) also creates uncertainty around the use of self-employed trainers, instructors, and lifestyle coaches, who have traditionally formed an important part of the sector's workforce. Stricter enforcement of employment-classification rules is therefore being monitored closely.

At the same time, the Netherlands benefits from a well-developed fitness ecosystem. Collaboration among operators, education providers, certification bodies, technology suppliers, equipment manufacturers, insurers, researchers, municipalities, and healthcare organisations provides a strong foundation for innovation, quality assurance, and professional development.

Outlook and Key Drivers

The outlook for the Dutch fitness industry remains positive. Strong consumer participation, further integration with healthcare, increasing attention to healthy ageing, and demand for strength training, functional fitness, recovery, and wellness all provide opportunities for continued development. Technology will remain an important enabler through AI, wearables, connected equipment, and increasingly personalised coaching, while community-driven concepts and fitness racing are expected to support engagement and retention.

The growing adoption of GLP-1 medications for weight management represents another emerging development. Rather than replacing exercise, these treatments can increase the importance of strength training, physical activity, and lifestyle coaching to preserve muscle mass and support sustainable health outcomes. This creates an opportunity for qualified fitness providers to serve as complementary partners within broader health journeys.

The sector enters 2026 from a position of strength. Operators combining professional coaching, community, technology, and credible health services will be best placed to meet changing expectations and strengthen public health.