Colombia

Market Snapshot

Colombia’s fitness market holds strong long-term potential, despite near-term macroeconomic challenges. Although inflation has eased, economic growth has slowed, weakening the purchasing power of the middle class. Still, high national rates of obesity and physical inactivity present significant opportunities for the fitness industry. Most members and users engage with fitness centers primarily for weight loss and wellness. In 2024, Colombia had 7,940 fitness facilities serving 3.6 million consumers, including members and non-member users, reflecting a penetration rate of 6.9%.