NUMBERS, STATS, AND METRICS TO DRIVE YOUR BUSINESS
Anton Severin
HFA VICE PRESIDENT OF RESEARCH aseverin@healthandfitness.org
HFA Research: Starting the Year Strong
As we prepare for The HFA Show in San Diego on March 16-18, we’re also working on new research reports that will be published in the coming weeks. Some of the findings from these highly anticipated releases will be presented during sessions at HFA’s annual conference, along with insights on what the numbers mean on a practical level.
The mission of HFA research is twofold. First, we support the growth of the industry by providing clarity about fast-changing global market conditions through rigorous, data-driven analysis. Second, we equip industry leaders and advocates with credible, evidence-based research that strengthens our collective voice in policy and public health discussions.
HFA members play a critical role in these efforts. We need your input in order to gather the most comprehensive data possible so we can deliver projects with the kind of analytical depth that makes HFA research the gold standard of the industry.
Please take the time to participate in HFA’s 2026 Fitness Industry Data Survey to contribute in a way that brings value to the entire industry. (The data collected will remain anonymous). Participating brings multiple benefits, including instant access to operational and financial benchmarks and a chance to win an all-access pass to The HFA Show 2027 or the 2026 HFA European Congress. See sidebar for details.
Here’s a brief overview of recent HFA reports and a look at what’s ahead.
Recent HFA Reports
• HFA FIT Tracker Q4 2025 and Full-Year 2025
Released on January 15, this report was the culmination of data from FIT Tracker reports from 2025, including the fourth quarter of the year. The insights, powered by foot traffic data from Placer.ai, strongly supports positive trends for the industry, which includes 19 consecutive quarters of annual visitation growth with the HVLP segment leading the way. More quarterly FIT Tracker reports will be released as 2026 rolls on.
• State of the States 2026: US Fitness Policy Update and Compliance Guide
State of the States is HFA’s first comprehensive, 50-state review of the legislative and regulatory environment affecting US fitness facilities. This covers membership contracts, auto-renewal rules, advertising and pricing transparency, liability, sanitation, data privacy, and more. In 2025 alone, more than 160 fitness-relevant bills were considered across 42 states; 21 were enacted into law.
This report provides detailed analysis of how HFA advocacy at the federal, state, and global levels protects and promotes the industry. These ROI gains are seen in HFA’s ability to place physical activity at the center of conversations with policymakers seeking to improve overall population health while saving on health care and other costs associated with chronic disease. The report also explains how HFA prevents sweeping one-size-fits-all legislation from becoming law, while limiting regulatory overreach that creates mandates that fail to reflect real-world operations.
• 2026 Employee Compensation & Benefits Report for the Commercial Health and Fitness Industry
This marks the fifth iteration of this popular report, which delivers he first comprehensive staffing and pay benchmark for the US and Canada since 2019. The data provides operators with essential labor market intelligence amid wage pressure and staffing constraints. With analysis and exploration of emerging trends, this report strengthens HFA’s role as the industry’s primary benchmarking authority.
Take HFA’s 2026 Fitness Industry Data Survey: Gain Real Value for Your Business and the Global Industry.
By completing the Health & Fitness Association's 2026 Fitness Industry Data Survey, you will get access to two complimentary research products:
• 2026 HFA Fitness Industry Benchmarking Report
• 2026 HFA Global Report
Each report serves a different purpose. Together, they deliver comprehensive, operator-driven insights and global industry value, including:
• A confidential Company Performance Report: This comes with your operational and financial metrics benchmarked against those of relevant peers.
• Instant results: Immediate side-by-side comparisons with prior-year industry benchmarks.
• A high-level view of the global fitness industry: This includes the industry’s scale and a ranking of leading companies.
• Data that strengthens HFA’s advocacy: A benefit that pays you back in multiple ways.
All detailed operational and financial data shared in the survey is fully anonymized by an independent research firm and reported only in aggregate.
Complete the survey by April 15, 2026 for a chance to win one of 10 complimentary all-access passes to the 2027 HFA Show or the 2026 HFA European Congress (winner’s choice).
Coming in Spring 2026
• 2026 US Health & Fitness Consumer Report: Headline Trends
Like last year’s report, the 2026 version will be the first look at how Americans engaged with fitness facilities during the previous year, with expanded metrics, including adherence to physical activity-guidelines. Some of the headline trends from this report will be presented at The HFA Show on March 16 at 9:00 a.m. Later in the year, we’ll present an in-depth follow-up report.
• Global Industry Data Survey
The unified global operator data collected in this survey will feed two flagship outputs: 2026 Fitness Industry Benchmarking Report, providing detailed operator-level financial and operational metrics; and 2026 HFA Global Report and Global 25 Rankings, which include global market scale and leading company rankings. Participants receive a confidential Company Performance Report and instant benchmarking comparisons.
• GLP-1 + Strength Training Economic Impact Study
This systems-level model quantifies the health and economic impact of pairing GLP-1 therapy with structured exercise versus a pharmaceutical-only approach. It translates established clinical evidence into economic terms, estimating long-term healthcare savings and public return on investment. The project will equip industry leaders with data to inform policy discussions as GLP-1 prescription and reimbursement frameworks evolve globally. Initial results will be presented at the Global Advocacy Summit at The HFA Show.
Ongoing and Later in 2026
• FIT Tracker
Ongoing analysis of facility visitation trends using movement data. Segment-level and regional insights provide near real-time visibility into consumer behavior and market momentum.
• 2026 US Health & Fitness Consumer Report: Extended Insights
Expanded analysis building on the March headline release. Includes deep dives into usage patterns, programming trends, equipment utilization, and demographic shifts. Equips operators and stakeholders with actionable consumer intelligence.
• 2026 HFA Global Report and Global 25 Rankings
Comprehensive overview of the global fitness industry, covering market performance, participation trends, public policy developments, and leading operators. Includes country-level insights from national federations and updated Global 25 company rankings. Will serve as a cornerstone resource for operators, investors, policymakers, and international partners.
• International Retention Study
Potential global collaboration examining retention drivers and churn dynamics. Intended to provide operators with actionable benchmarks across markets
Get More Research Insights at The HFA Show
The HFA Show in San Diego, March 16-18, you will have an opportunity to explore recent HFA reports with the researchers themselves. Check out these sessions for more.
Fitness by the Numbers: Consumer Behavior and Industry Benchmarks 2025
Presenter: Anton Severin, HFA Vice President of Research
Time & Date: 9 a.m. to 10 a.m., Monday, March 16
This session reveals how Americans engage with gyms, studios, and multipurpose facilities, including activity preferences, equipment usage, and demographic trends, while connecting these insights to financial and operational benchmarks across the industry. The presentation will use information from the 2025 US Health & Fitness Consumer Report and HFA’s 2025 Fitness Industry Benchmarking Report, which together provide the most comprehensive view of today’s fitness landscape.
The HVLP Surge: How Value-Focused Fitness Is Redefining Industry Growth
Presenters: Anton Severin, HFA Vice President of Research
Clive Chesser, CEO, PureGym
Richard Idgar, COO, EōS Fitness
Elaine Jobson, CEO and Managing Director, Jetts Australia & BeWell Brands
Time & Date: 1 p.m. to 1:45 p.m., Tuesday, March 17
This panel unpacks what the explosive growth of the HVLP segment means for operators, investors, and suppliers alike. Drawing on insights from HFA’s FIT Tracker and other benchmarking data, industry leaders will explore the forces driving this shift—accessibility, affordability, and convenience—and how mid-market and premium operators can adapt to stay competitive.
Global Advocacy Summit
Presenters: Moderated by Mike Goscinski, HFA Chief of Staff, and Anton Severin, HFA Vice President of Research
Time & Date: 2 p.m. to 4 p.m. Tuesday, March 17
This program features two expert panels and an open forum exploring how physical activity drives both public health and economic growth. Global leaders, federations, and NGOs will discuss cross-sector collaboration, policy alignment, and the role of fitness associations in shaping preventive health and workforce well-being worldwide. Includes research from the HFA white paper GLP-1 + Strength Training Economic Impact Study.
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Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues, and news that impact the industry.
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