Slovenia

Country Insights

Specialization and Prevention Shape a Market in Transition

By Polona Gosar, President, Slovenian Chamber of Commerce, Section for Fitness, Recreation, and Regeneration (SFRR)

Industry Performance and Market Dynamics

The Slovenian fitness market continued to stabilize in 2025 as consumers placed greater emphasis on preventive wellness and increasingly viewed exercise as part of a broader lifestyle. Strength training and functional fitness gained further popularity, while demand for personalized coaching and tailored training programs also increased. Digital fitness solutions, wearable technologies, and hybrid training models continued to expand, reinforcing the shift toward more flexible and data-driven approaches to health and exercise.

The structure of the market also changed. Several gyms that had previously operated under international franchise systems, including Clever Fit locations, reopened under the Shape House name, primarily as traditional gym facilities without group-class programming. At the same time, niche concepts expanded, particularly Reformer Pilates studios and private kinesiology studios offering personal and semi-private coaching. Together, these developments illustrate a market becoming more varied and specialized even as it remains fragmented.

Consumer behavior was otherwise broadly stable. The clearest change was in pricing expectations, as users anticipated higher membership and service costs amid inflationary pressure. Younger consumers are also less loyal to individual clubs and more likely to move between providers based on convenience, digital experience, or short-term promotions, making long-term retention increasingly difficult.

Understaffing remains one of the sector's most persistent operational challenges. Gyms and studios are struggling to recruit and retain qualified personnel, affecting service quality and the consistent delivery of high-touch member experiences. In response, operators are gradually adopting more digitalized, automated, and hybrid operating models that reduce dependence on staff while seeking to maintain service quality.

Policy, Advocacy, and Public Health

A central strategic theme for the Slovenian industry is the growing recognition of sport and exercise as a form of preventive healthcare. Fitness providers increasingly position themselves as public-health partners that can promote active lifestyles, improve health awareness, and help reduce long-term pressure on the healthcare system. This perspective is also encouraging collaboration between industry stakeholders and public institutions around the integration of structured physical activity into broader health and wellness frameworks.

One of the most significant public initiatives in 2025 was Zmigaj se (Get Moving), a state-funded program designed to increase physical activity among inactive adults aged 18 and older. Fitness clubs and studios can participate, creating opportunities to reach people who may not previously have engaged in structured exercise. The multi-year initiative is intended to demonstrate the longer-term social and economic benefits of public investment in physical activity.

Policy discussions have also focused on sick leave, absenteeism, and system efficiency. Within the fitness sector, these discussions have strengthened advocacy for workplace-wellness programs that integrate preventive physical activity into employee health strategies. Cooperation with fitness providers could help employers and public institutions support workforce health and reduce avoidable absenteeism through structured movement initiatives.

Economic and External Context

Despite positive structural trends, the industry continues to operate under substantial economic pressure. Inflation, rising living costs, and wider market uncertainty have affected consumer spending, causing some people to delay or cancel memberships. Consumers' expectation of higher prices also creates a difficult balance for operators seeking to protect margins without undermining retention.

Volatile input costs and rapidly changing price levels make financial forecasting, investment planning, and long-term development more difficult. These pressures are compounded by the shortage of qualified workers, which raises operating risk and limits the ability of some clubs and studios to expand staff-intensive services.

Outlook and Key Drivers

The Slovenian fitness market is expected to continue growing in 2026 and beyond, driven primarily by rising awareness of personal health and individual responsibility for wellbeing. Fitness is also becoming more mainstream among children and younger generations, offering an accessible and less pressure-driven alternative as traditional competitive sport becomes more demanding.

Digitalization, specialization, and closer alignment with public-health objectives are likely to define the market's next stage. Rising levels of obesity, mental-health challenges, and other lifestyle-related conditions should increase demand for targeted fitness and wellness programs rather than generic offerings. The Zmigaj se initiative and potential workplace partnerships could also give operators new pathways to reach inactive adults and demonstrate the sector's preventive value.

Economic uncertainty, staffing shortages, and weaker member loyalty will remain the principal constraints. Even so, Slovenia's fitness industry is moving beyond the traditional gym model toward a broader role in preventive health, workplace wellbeing, and long-term quality of life. Operators that combine efficient delivery with specialized programming and a credible health proposition should be best positioned to capture future growth.