Regional Overview:
North America
Home to two of the world's most mature fitness markets, North America is a paradox of high engagement and persistent inactivity. Among observed markets, the United States is a global leader with a member penetration rate of 26.1%, while Canada ranks among global leaders at nearly 16%. Yet, according to the World Health Organization (WHO), high-income countries such as the US and Canada bear a disproportionate share of the global economic costs associated with physical inactivity. These figures have galvanized industry leaders and policymakers alike, with fitness advocates in both countries actively lobbying to reposition the sector as an essential partner in public healthcare.
Policy reform has emerged as a defining priority. Industry organizations are pushing for tax incentives and expanded public access to structured fitness to reduce the long-term healthcare burden associated with sedentary behavior. The conversation reflects a broader shift in how the fitness industry defines its social role — not as a discretionary amenity but as infrastructure.
Several structural themes shaped North American market development in 2025. Private equity investment accelerated, with capital flowing into acquisitions as a more viable path to growth than ground-up development. This dynamic amplified momentum among standout operators: High-value, low-price (HVLP) gyms and premium lifestyle brands attracted the strongest interest, while select mid-market operators maintained a durable presence, and boutique studios differentiated themselves through in-demand programming and community-driven wellness experiences.
These supply-side shifts were matched by an increasingly intentional consumer. Demand remained strong and outcome-oriented, with members prioritizing functional mobility, strength training, and longevity-focused modalities. The continued adoption of GLP-1 obesity medications introduced a new dimension to fitness participation, prompting industry bodies to issue joint statements to ensure that physical activity and nutrition remain central to obesity treatment frameworks. Notably, the integration of digital and in-person experiences remained an important feature of the member journey throughout the year.
Leading Operators
The North American fitness market encompasses a diverse range of facility types and segments. Boutique studios, HVLP gyms, mid-market clubs, and premium lifestyle brands shape the supply landscape. Unlike the Asia-Pacific region, leading gym operators in North America tend to maintain larger footprints, serving broad demographics across urban, suburban, and rural communities. Altogether, the top 12 gym and health club brands totaled nearly 6,200 locations, while the top 12 studio brands combined for more than 6,600 units across the region.
Purpose Brands led all North American operators by facility count, with 3,982 open locations at the end of 2025, including 2,575 Anytime Fitness, 1,325 Orangetheory, and 82 Bar Method locations. Planet Fitness followed with 2,827 locations. Xponential Fitness—the parent company of five boutique brands—ranked third with 2,606 studios—including Club Pilates (1,241), pure barre (624), STRETCH LAB (503), YOGASIX (193), and BFT (45).
Studio, HVLP, 24-hour, and mid-market brands complete the top 10 by unit count. FIT House of Brands finished fourth with 926 sites, including 888 F45 Training locations. The studio franchises HOTWORX and Stretch Zone had 874 and 410+ locations, respectively. Mid-market operator LA Fitness had more than 600 locations. In North America, Crunch reached 535 sites, and Snap Fitness hit 495 units. In Canada, GoodLife Group stood as the undisputed market leader with more than 400 clubs and 1.5 million members, a position further strengthened by a strategic minority investment from Apollo Funds in early 2026.
