Spain

Country Insights

From Fitness Industry to Health Ecosystem

By María Angeles de Santiago Restoy, CEO, Management Around Sports (MAS)

Industry Performance and Market Dynamics

The Spanish fitness market has entered one of the most dynamic phases in its recent history. Supported by growing health awareness, sustained participation, institutional support for exercise prescription, and corporate consolidation, the sector is increasingly positioned as a pillar of wellbeing and preventive health.

Physical activity is also becoming deeply embedded in Spanish culture as 87% of the population reports exercising or engaging in physical activity at least once per week, compared with a European average of 64%. This signals a paradigm shift—from fitness perceived primarily through the lens of aesthetics or performance to fitness recognized as a fundamental driver of health, wellbeing, and quality of life.

One of the most notable market transformations is the evolution from a gym-centric model to a broader, hybrid fitness ecosystem. Today’s consumer combines multiple environments, including gyms, home workouts, digital training, and outdoor activity. Data suggests that approximately half of active individuals rotate between two or more fitness settings depending on convenience, schedule, or training type.

Rather than threatening gyms, this behavior reflects a more sophisticated and engaged user. Physical clubs retain a critical value proposition through expert supervision, motivation, community, and specialized equipment. The shift is pushing operators to act not simply as facilities, but as central hubs within a wider fitness ecosystem.

The Spanish fitness consumer is also evolving rapidly in both demographics and expectations. Growth is being driven simultaneously by younger generations entering the market and by increasing participation among adults aged 55 and older. Younger consumers prioritize social experiences, identity, and community-driven formats, while older users focus on functional health, longevity, autonomy, and social connection.

This diversity is reshaping facility design and service offerings. Fitness centers must accommodate multiple “tribes,” from strength and wellness enthusiasts to hybrid athletes, class participants, older members, and social fitness communities. Beyond price, consumers increasingly evaluate cleanliness, design, ease of use, atmosphere, and their overall sense of belonging.

Among the most significant trends is the rise of strength training. Strength is no longer associated solely with bodybuilding or aesthetics; it is now fully integrated into the broader health and longevity narrative. Many operators are expanding free-weight and functional-training areas, often reducing traditional cardio zones or reallocating space from group activities. Nevertheless, most operators emphasize that fitness centers will remain holistic environments where strength, cardio, wellness, and social interaction coexist.

The low-cost segment remains a major growth engine but is entering a more mature phase. Affordability, accessibility, extended hours, and flexible contracts are no longer enough: users also expect attractive facilities, cleanliness, technology integration, and an aspirational experience. Even low-cost operators are therefore investing in design, refurbishment, and the user experience.

Retention has also become a central challenge. Many new users struggle with adherence because of frustration, lack of guidance, or intimidation in gym environments. Addressing these barriers will be essential to sustaining growth and improving lifetime value.

The market is also consolidating. According to Deloitte, 59% of operators anticipate increased merger-and-acquisition activity in 2026. VivaGym has been particularly active in acquisitions, while the recent acquisition of Enjoy, one of the leading operators of concession-based sports facilities, marks its transition from Espiga to CVC as its investment fund owner. This transaction also reflects the strong momentum and growing activity currently taking place in the private equity market in Spain.

Technology, particularly artificial intelligence, is expected to be another major transformation lever. AI can support personalized training, wearable integration, and operational efficiency, although implementation remains slower and more complex than anticipated. Human interaction will nevertheless remain a key differentiator: motivation, adherence, coaching quality, community, and emotional engagement cannot be fully replicated by technology.

Policy, Advocacy, and Public Health

Health has emerged as the most powerful structural driver of the Spanish fitness market. In Barcelona, more than 40% of the city’s residents now take part in fitness-related sports activities. The integration of fitness, wellness, and preventive healthcare is no longer aspirational; it is becoming systemic. Public institutions and healthcare bodies are increasingly promoting physical activity as a preventive tool, while national strategies have reinforced the role of exercise in combating sedentary lifestyles, obesity, and chronic disease.

“Exercise prescription” programs, through which patients are referred to supervised physical activity, are gaining traction across regions, particularly in municipal and concession-based facilities. These initiatives create an opportunity for fitness operators to deepen their role as partners in prevention, while strengthening links among healthcare providers, public institutions, qualified exercise professionals, and fitness facilities.

Economic and External Context

Despite robust growth, the sector faces mounting operating pressures. Rising labor costs, energy prices, technology investments, and the need for continuous facility upgrades are putting pressure on margins. Many operators remain cautious about aggressive price increases because of retention concerns.

Some signs of slowing membership acquisition have also emerged following a strong start to 2026. Macroeconomic uncertainty and reduced purchasing power may be starting to moderate demand, making affordability and the communication of clear member value increasingly important.

Outlook and Key Drivers

The outlook for Spain’s fitness market remains positive, although the next phase will depend less on simple expansion than on operators’ ability to deepen engagement. Health awareness, strength training, participation among older adults, and demand for flexible, community-oriented experiences will remain the principal growth drivers.

Hybrid participation will continue to shape consumer behavior, while consolidation and institutional investment accelerate professionalization. Technology and AI should support personalized service and efficient operations, but the strongest operators will combine those tools with coaching, community, and human connection.

The principal constraints will be rising costs, pressure on household purchasing power, and difficulties retaining users who lack confidence or guidance. Operators that deliver clear value, inclusive environments, and credible health-oriented support will be best positioned to sustain growth and strengthen fitness’s role within Spain’s health ecosystem.