HFA Research: Decoding Consumer Patterns

The 2025 US Health & Fitness Consumer Report: Expanded Insights revealed broader consumer habits that go beyond specific modalities and services. Here are some highlights:

● Multi-membership is now a stable behavior, with 27.3% of members holding multiple memberships and over 75% of studio members doing the same.

● Studios saw the biggest one-year gain, with tenure rising steadily with age. Nearly half of studio members are under age 25, and women now make up a majority in every major studio subtype.

● As studios attract younger crowds, fitness-only clubs skew older (average age 42, with 44% aged 45+).

Craving for Community

Gyms, especially studios, are meeting the need for connection and social experiences with small group training, challenges, running clubs, volunteer activities, and events. According to the 2025 US Health & Fitness Consumer Report: Expanded Insights, “Studio operators should lean into inclusive, community-oriented programming to retain and grow [members under age 25, and women].”

But other industry models can also take advantage of the craving for community.

● More than half (57%) of active consumers say social interaction is the main reason they join and stay engaged with their fitness communities, according to Wellness Watch: ABC Fitness Industry Insights Report 2025. (For more on this report, see sidebar.)

● New to ACSM’s trend list this year is the category of adult recreation and sports clubs, which encompasses clubs for running, cycling, and triathlon, along with teams and leagues for pickleball, basketball, softball, and more. “This trend reflects growing interest in activities that combine fitness with fun, flexibility, and social connection,” the report states.

● Participation has increased significantly across 5Ks, 10Ks, half-marathons, and marathons—particularly among Gen Z. In fact, 39% of this cohort says they exercise to meet people with shared interests (Strava’s 12th annual Year in Sport: Trend Report).

Tech and AI Integration

For the third consecutive year, wearable technology claimed the No. 1 spot on ACSM’s trend list. It has held the top position nine times—more than any other trend in survey history.

A glimpse at how the tech landscape is evolving:

● Almost half of US adults own wearable tech such as fitness trackers, smartwatches, heart-rate monitors, and more; the global market is projected to be $186 billion by 2030, according to ACSM.

● Mobile exercise apps are No. 4 on the ACSM trends, with data-driven technology at No. 8.

● Despite AI’s advances, human interaction reigns supreme, with 52% of personal trainers noting that AI can’t replicate motivation, rapport, emotional awareness, and real-time form correction, according to the International Sports Sciences Association’s Human Advantage report.

Consumers today are seeking greater personalization with custom coaching, tailored workouts on equipment, and individual exercise prescriptions based on specific needs, goals, and data.

Gyms and fitness professionals are integrating analytics into programs and incorporating ongoing monitoring, which can drive engagement, improve results, and boost retention. Plus, clubs are using AI to enhance sales and marketing, member engagement, and operational efficiency.