Serbia

Country Insights

Domestic Expansion and Corporate Fitness Build Momentum

By Miloš Bunić, Editor-in-Chief, Serbian Association for Recreation and Fitness (SFRS)

Industry Performance and Market Dynamics

In 2025, Serbia’s fitness industry extended the post-pandemic growth trajectory in both facilities and members. Growth has also supported the fitness equipment market, where new equipment represents a rising share of sales. Nearly all major equipment brands serving the Western Balkans have established their regional headquarters in Serbia, underscoring the country’s regional importance.

Large open-gym facilities remain an important part of the market’s development. Although no global fitness chains currently operate in Serbia, domestic operators are expanding steadily. Ahilej leads with 33 locations, followed by Non Stop Fitness with 16, Sports Academy Kočović with 12, and Mega Gym with eight. Growth is also extending beyond Belgrade through operators such as Teretana Park in Kragujevac and MVP Active in Novi Pazar.

Even with this expansion, boutique studios focused on personal training, small-group training, yoga, Pilates, and other specialized activities continue to dominate. Reformer Pilates is growing particularly strongly, supporting chains such as Star and Reformer Puls, each with five locations. Consolidation is also becoming more visible, with Morphosis now operating seven studios.

Corporate fitness is another significant source of growth. Aggregators increasingly connect employers and fitness providers: FitPass, operating since 2014, and FitKit have been joined by the regional platform Pass Sport, while companies including Comtrade and Yandex are opening facilities for employees. Increased competition should expand both the corporate client base and the number of people using fitness services.

Annual membership systems remain at an early stage. Most consumers still purchase monthly memberships, and broader adoption of longer-term contracts could improve revenue visibility and expand market revenues.

Policy, Advocacy, and Public Health

The Serbian Association for Recreation and Fitness, which celebrates its 20th anniversary in 2026, represents the sector through dialogue with ministries, provincial and city secretariats, and local authorities. Its participation in commissions, working groups, and public consultations supports efforts to improve the business environment and raise industry standards.

The Fitness Section within the Chamber of Commerce and Industry of Serbia provides an additional platform for stakeholders across fitness, recreation, and wellness to define shared priorities, encourage cooperation, and strengthen the industry’s economic position.

One of the sector’s principal policy challenges remains Serbia’s standard VAT rate of 20%. Requests for a reduced rate are among the issues most frequently raised by fitness club operators and remain an important advocacy priority.

Public awareness of the health benefits of physical activity continues to grow, but institutional cooperation between the healthcare and fitness sectors remains limited. Discussion still focuses mainly on exercise’s role in preventing and managing chronic non-communicable diseases. Unlike in some other markets, GLP-1 medications have not yet become a dominant theme in Serbia’s health and fitness debate.

Economic and External Context

Serbia maintained relative macroeconomic stability in 2025, providing a generally supportive backdrop for sector growth. Even so, higher rent, energy, labor, and facility-investment costs contributed to fitness price increases, alongside the introduction of higher-value packages and services. Despite these increases, Serbian fitness services remain less expensive than those in neighboring markets.

High commercial real estate costs continue to constrain expansion, particularly in major urban markets. Serbia’s low unemployment rate may also intensify shortages of qualified staff, making workforce availability an increasingly important issue.

Outlook and Key Drivers

The outlook for Serbia’s fitness market remains positive. Low participation relative to the European average leaves substantial room for expansion, while domestic chain growth, boutique development, corporate fitness, and investment in new equipment are building momentum.

The market’s next phase will depend partly on converting more monthly users into longer-term members and extending organized fitness beyond the largest cities. Stronger cooperation with the healthcare sector could also broaden the industry’s role in prevention and reach less active populations.

The principal constraints will remain the 20% VAT rate, rising property and operating costs, and potential shortages of qualified workers. Nevertheless, Serbia enters 2026 with an expanding facility base, growing participation, and a more coordinated institutional voice.