Operator Expectations in 2026

By the second quarter of 2026, fitness operators remained confident that the year would bring further growth, despite persistent cost pressure and an unpredictable economic environment globally. HFA’s Global Survey, fielded predominantly between April and June, found that responding clubs expected revenue, membership, and profitability to finish 2026 above 2025 levels. Most also expected technology and marketing spending to increase.

Revenue expectations were particularly strong. More than nine in ten respondents, 92.3%, expected revenue to increase in 2026, including 70.9% who anticipated growth of more than 5%. Only 2.7% expected revenue to decline. High-profit clubs reported even greater confidence, with 98.0% expecting revenue growth. Every respondent with annual net sales above US$5 million expected an increase, including 80.8% who expected growth of more than 5%.

Membership and profitability expectations were also positive. More than 85% of respondents expected membership to increase, although the share anticipating growth above 5% was lower at 45.8%. Meanwhile, 83.4% expected EBITDA to increase, including 57.7% who anticipated growth above 5%.

The outlook differed by club type. Fitness-only clubs reported the strongest revenue and EBITDA expectations. Nearly four in five expected revenue to increase by more than 5%, while 60.3% expected EBITDA growth above 5%. Studios and boutique gyms were more confident about member growth. Among these operators, 57.9% expected membership to increase by more than 5%, compared with 48.0% of fitness-only clubs and 30.2% of multipurpose clubs.

Operators at both ends of the dues market stood out. Among clubs charging on average US$50 or less per month, 75.9% expected revenue growth above 5%, while 61.5% expected EBITDA growth above 5%. Clubs charging more than US$150 reported similar revenue expectations and the strongest EBITDA outlook: 75.9% expected revenue growth above 5%, and 69.0% expected EBITDA growth above 5%. Both groups were also more likely than the middle-price segments to anticipate large increases in marketing and technology spending.

Investment plans provided a further sign of confidence. Two-thirds of respondents expected technology spending to increase, while 60.7% expected to spend more on marketing and advertising. Studios and boutique gyms were the most likely club type to anticipate increases above 5% in both categories.

Staffing expectations were more measured. Half of respondents expected employee numbers to remain unchanged, while 45.8% planned an increase and 3.9% anticipated a reduction. Only 17.3% expected staffing growth above 5%. Operators generally expected business activity to grow faster than headcount, which may reflect continued attention to productivity and controlled hiring.

Across the segment cuts, optimism was strongest among operators with a distinct position in scale, profitability, price, or format. High-profit and larger operators were most confident about revenue and EBITDA, while fitness-only clubs also expected strong financial gains. Studios and lower-priced clubs were more bullish about member growth, and premium clubs reported particularly strong EBITDA and staffing expectations. The results point to the greatest momentum at the value and premium ends of the market and among specialized operators, while mid-priced and multipurpose clubs expected steadier growth.

Note that the findings reflect an outlook informed by operators’ experience during the opening months of 2026, rather than forecasts made before the year began.