Norway

Country Insights

Low-Cost Growth and Public Health Ambition Shape a Highly Active Market

By Morten Mørland, Sector Leader, Susanne Solberg Almedal, Senior Advisor, Virke Aktiv Helse

Industry Performance and Market Dynamics

Norway’s commercial fitness sector entered 2026 from a position of strength. The clear post-pandemic rebound has matured into broader growth and improving profitability, even after a period marked by high living costs and pressure on household purchasing power. In the latest industry mapping, total sector revenue reached NOK 7.4 billion in 2024, up 7% year over year, while overall operating margins strengthened to 13%. The trend was particularly pronounced among chain operators, where operating margins rose to 15.3%—the highest level in Virke Aktiv Helse’s time series—reflecting scale benefits, more professionalised operations, and better capacity utilisation.

This improving performance has been accompanied by continued consolidation. By August 2025, Norway had 1,630 commercial fitness facilities in operation, an increase of 70 net new clubs from the prior year, and 59% of clubs were affiliated with a chain, up two percentage points. Consolidation is visible not only in acquisitions but also in rebranding and portfolio integration. The Sporty group, for example, brought several brands under one umbrella and reported close to 120,000 members across its fully owned clubs in early 2025.

At the same time, the market is becoming more clearly segmented. Full-service operators still dominate overall, but the fastest growth is occurring among low-cost concepts with simplified offerings and flexible access. Low-cost chains grew at an average annual rate of 13% between 2019 and 2024, compared with 5% for the market overall, and increased their market share from 11% to 17%. At the other end of the market, boutique and niche concepts are expanding in major cities and competing through specialisation, atmosphere, and community rather than price alone.

Norway’s unusually high activity levels provide a strong foundation for this diverse market. In a nationally representative survey conducted in July 2025, more than nine in ten respondents said they exercise or are physically active, and nearly three in four do so weekly or more often. Thirty percent of active people reported using a gym, implying roughly 1.2 million users nationwide when applied to Norway’s 2025 population aged 18 and above. Among those who train at a gym, most do so at least weekly; the leading motivations are improving or maintaining fitness and preventing health issues, alongside convenience and variety.

Consumer behaviour nevertheless remains strongly value-conscious. Around eight in ten gym users say price is important when choosing a club, reinforcing the growth of low-cost operators. Group exercise is also regaining momentum: although individual training still dominates, participation in group classes increased by seven percentage points compared with 2023, indicating renewed appetite for instructor-led and social formats. Personal training remains an important premium service but is more sensitive to affordability.

Digital behaviour is evolving alongside these in-club trends. Close to three in ten gym users report using artificial intelligence in some form, most often to generate personalised programmes or find exercise knowledge and inspiration. One in three active people also use social media for training guidance, led by Instagram, YouTube, and TikTok. For operators, this strengthens the case for hybrid engagement models that combine in-club coaching and community with digital content, guidance, and personalisation.

Policy, Advocacy, and Public Health

The sector’s role is increasingly extending beyond commercial fitness. Virke Aktiv Helse describes an evolution from being viewed primarily as a private service to being recognised as a “public health teammate”—an accessible arena for physical health, social belonging, and mental resilience. This positioning aligns with Norway’s broader policy emphasis on coordinated health services, prevention, healthy ageing, and future healthcare capacity.

A current focus is the assessment of new opportunities to expand the use of green prescriptions. The Norwegian Directorate of Health is expected to deliver a report in October examining how the model could be developed further. Virke Aktiv Helse is seeking greater recognition of the value of systematically involving and financing fitness operators and other activity providers, both to support patients and to relieve pressure on an already strained healthcare system.

More broadly, Virke Aktiv Helse represents a large share of the sector and works to strengthen competence and professionalism while promoting predictable operating conditions. Its role includes contributing industry knowledge and data to public debate, building partnerships, and demonstrating how accessible fitness services can help close activity gaps and support healthier ageing.

Economic and External Context

The broader economic environment remains mixed. Norway’s central bank moved toward a less restrictive stance with rate cuts in June and September 2025, supporting expectations of easier household financial conditions. Inflation later proved more persistent than anticipated, however, leading to a higher rate path and a further increase in May 2026. This reversal has renewed uncertainty for both consumers and operators.

Two consecutive years of real wage growth have supported purchasing power, and further gains are expected in 2026. Even so, higher interest rates continue to pressure household finances, which helps explain the strong emphasis on price and value in club selection. Norway’s labour market remains relatively solid by international standards, but the combination of cost pressure and cautious consumer spending will continue to favour efficient operators with clear positioning.

Outlook and Key Drivers

The outlook for the Norwegian fitness industry remains positive. Strong participation, rising health awareness, and an expected gradual improvement in household purchasing power provide a solid foundation for medium-term demand, even as consumers remain price-conscious in the near term.

Future growth will be shaped by greater market segmentation. Continued sensitivity to price and value is likely to reinforce low-cost and flexible-access concepts, while premium operators will need to demonstrate clear added value through coaching, service, community, or specialised experiences. Strength training is now mainstream across age groups, creating demand not only for access but also for guidance, safe progression, and beginner-friendly concepts.

The sector’s expanding public-health role offers an additional long-term opportunity. Stronger partnerships with healthcare providers and more systematic use of fitness facilities within preventive models could broaden access and reinforce the industry’s societal contribution. Taken together, Norway’s high activity levels, increasingly professional market, and growing emphasis on prevention support confidence in continued growth.