Feature: Research Roundup 2

2025 Research Roundup

Reversing the Physical Inactivity Crisis: Fitness Affordability as Strategic Policy

The 10 reports in this series (covering 10 major markets around the world) provide fact-based arguments on how targeted public policy can make fitness more accessible. Unlike traditional pricing studies designed to inform business strategies, this research is not intended to guide the pricing decisions of owners or operators. Instead, it serves as a resource that HFA and other global industry leaders can use when engaging with government officials, emphasizing the broader societal benefits of the fitness industry.

This study provides a key component of the HFA advocacy mission: Public investment that makes fitness more accessible can increase physical activity and help improve public health.

A 10% price reduction enabled by strategic public policy interventions could, on average, motivate up to 14% of non-customers to join a fitness facility.

2025 US Health & Fitness Consumer Report: Headline Trends

This report found that 2024 set a membership record for US fitness facilities, with growth fueled by younger, more diverse users. With a record 77 million Americans holding gym, studio, or other fitness facility memberships—up 5.6% from 2023—the industry maintained its upward trajectory following pandemic-era disruptions. Membership penetration hit an all-time high of nearly 25% among Americans aged six and older, while total facility users, including non-members, surged past 95 million. Membership gains occurred across all major facility types.

These headlines offer operators a clear message: The market is growing, diversifying, and demanding more choice. Whether through pricing strategies, facility design, or member experience enhancements, fitness businesses that adapt to the shifting needs of a broader and more dynamic customer base will be best positioned for long-term success.

As the first in a series of deeper dives into 2024 data, the Headline Trends report set the stage for a year of timely, focused insights into the US fitness market.

The 2025 HFA Global Report

This year’s edition captures key developments and emerging trends across all major regions, with survey responses from more than 200 club and studio operators and input from over 20 national federations and partners. The annual report also features additional independent research that delivers the definitive status of the global health and fitness market.

Among the highlights of the report:

● Select country-by-country snapshots providing market size estimates and penetration rates;

● Rankings of leading global brands, franchisors, and more;

● Dispatches from HFA global federation partners, who provide exclusive insights into theira markets;

● Expert-authored articles exploring the broader forces shaping the sector—from macroeconomic shifts and evolving policy environments to changing consumer expectations.

The 2025 edition also features three spotlight pieces drawn from HFA proprietary research and a directory of company profiles for many of the world’s leading health and fitness operators.