Portugal

Country Insights

Record Retention and Specialised Services Signal a More Mature Market

By Vera Pedragosa, Researcher, Universidade Autónoma de Lisboa, and Alan Ferreira, Researcher, Polytechnic Institute of Santarém

Industry Performance and Market Dynamics

Portugal’s fitness industry entered a new stage of development in 2025. Following the post-pandemic recovery period, the market moved towards consolidation, characterised by sustained expansion, improved retention, and greater maturity. Employment also increased by 4.7%, extending the positive momentum beyond facilities, membership, and revenue.

The market continues to be strongly led by the mid-market segment, which accounts for 55.7% of clubs, 55.9% of members, and 69.9% of total industry revenue. This structure highlights the strength of business models that balance accessibility, service quality, and diversified offerings. Chains are also prominent, representing 66% of fitness facilities and reinforcing the continued professionalisation and consolidation of the sector.

Within this increasingly mature market, the strongest growth is coming from specialised studios, boutique concepts, Pilates, and personalised training services. Personal training, functional training, Pilates, and group fitness remain among the most valued offerings. Although membership fees still generate 75% of total revenue, complementary services are becoming more important: personal training accounts for 15% of industry revenue, followed by Pilates at 4.2% and nutrition services at 1.5%.

These developments reflect changing consumer expectations. Portuguese members increasingly value service quality, personalised support, technical expertise, and measurable results, while health, well-being, and disease prevention have become important drivers of both acquisition and retention.

Retention was one of the most significant indicators in 2025. The annual retention rate rose to 61.5%, the highest level recorded since the launch of the Fitness Barometer Portugal. Average attendance remained stable at 2.3 visits per week and 10.4 visits per month per member, indicating continued commitment to regular exercise. At the same time, the average monthly membership price eased slightly to €36.70, from €37.69 in 2024.

Policy, Advocacy, and Public Health

The industry’s growth sits alongside one of Portugal’s most persistent public health challenges: physical inactivity. According to the 2022 Eurobarometer on Sport and Physical Activity, 73% of the population reported never practising sport and 72% reported no structured physical activity. Against that backdrop, rising fitness membership and penetration indicate meaningful progress in organised exercise participation and growing awareness of its importance for health and quality of life.

Public policy is also beginning to reflect this shift. The National Sports Development Plan 2025–2036 positions regular physical activity and active lifestyles as strategic priorities, with emphasis on workplace activity, the integration of exercise into preventive healthcare, digital monitoring tools, and stronger public policies to combat inactivity. This creates a clearer opportunity for fitness facilities to serve as partners in health promotion, disease prevention, and active ageing.

Portugal Activo continues to support that positioning through industry representation, physical activity promotion, dialogue with policymakers and institutions, and the production of market evidence through the Fitness Barometer Portugal. Together, these efforts are helping reinforce the sector’s place within Portugal’s wider health and well-being ecosystem.

Economic and External Context

Portugal maintained a relatively stable macroeconomic environment in 2025, with GDP growth of 1.9%, average inflation of 2.3%, and unemployment declining to 6.1%. Although operators continued to contend with the effects of recent inflation and higher operating costs, the industry demonstrated strong resilience. Demand for health, wellness, and preventive services continued to expand, suggesting that households are giving these services greater priority even in a cost-conscious environment.

That stability provides a supportive base for the sector, but workforce shortages, operational costs, and the need to maintain affordability without compromising quality remain significant concerns. These pressures will require operators to continue improving efficiency while investing in the expertise and service standards that consumers increasingly expect.

Outlook and Key Drivers

The outlook for Portugal’s fitness industry remains positive for 2026 and beyond. Rising awareness of the benefits of exercise, population ageing, demand for preventive health solutions, and continued investment in service quality and innovation all support further growth. Specialised services are expected to remain central to that expansion, particularly Pilates, personal training, boutique fitness, and programmes designed for specific population groups. Corporate wellness is also likely to gain relevance as more organisations invest in employee health and well-being.

Digitalisation will continue to shape the member experience through mobile applications, digital monitoring, and more personalised engagement. Yet the market’s greatest opportunity is also its most significant challenge: attracting more of Portugal’s highly inactive population into regular exercise. Achieving that will require accessible entry points, credible guidance, and stronger collaboration among operators, Portugal Activo, government bodies, higher education institutions, and healthcare organisations.

Portugal’s fitness industry therefore enters its next phase from a position of strength. The record results of 2025 show a sector that has moved beyond recovery and is increasingly capable of contributing not only to economic growth, but also to healthier and more active communities.