As consumers increasingly seek holistic wellness solutions, women’s health has taken center stage as a significant—and underleveraged—growth opportunity for the fitness industry. Grand View Research estimates the global women’s health market at $54 billion in 2025, with projections to exceed $75 billion by 2033.

Despite this growth, the mainstream health club segment has largely limited women’s programming to group X, weight-loss programs, and pre-/post-natal classes. Compare this to the studio segment. Boutiques serve a greater proportion of female clients and have historically offered a much more diverse and targeted service menu for women.

Today, these two segments of the commercial fitness industry are quickly drawing closer in meeting the moment for women. And that’s a good thing.

“We’re at an inflection point, and it’s long overdue,” says Heather Thompson, fitness director of The Houstonian Club in Houston. “Women’s health has been traditionally underserved, particularly in fitness and wellness. Today, women are asking questions about their bodies and expecting more personalized answers and programming that evolves with them.”

Operators who don’t add women-specific programs and services are not meeting the needs of one-half (or more) of their members. They’re also missing an opportunity to increase revenue and retention, and, more importantly, to offer a more complete lifestyle experience for their members.

A Shift, Not a Trend

“After 40 years in women’s fitness, I can tell you that what we're seeing right now isn’t a trend—it’s a shift,” says Ann Gilbert, owner of Fit-Her Health & Fitness for Women in Brandon, Florida. “The conversation has moved from ‘how do I lose weight?’ to ‘how do I stay strong for life?’”

Driving this shift is a convergence of forces:

Along the way, workouts are no longer just about burning calories. “The biggest shift is a move from aesthetic-focused programming to performance, longevity, and quality of life,” Thompson says. “Women are far more interested in understanding how to maintain strength, energy, mobility, and independence as they age.”

This aligns with a broader movement toward “health span optimization,” according to Annbeth Eschbach, co-founder of Reset One­, a virtual longevity clinic. Eschbach, a pioneer in the fitness industry who was recently inducted into the HFA Hall of Fame, has seen this evolution unfold over decades.

“Health is no longer defined by aesthetics alone but by strength, recovery, sleep quality, metabolic health, and biological age,” she says. “Clubs are not just spaces for exercise—they’re becoming hubs for total well-being.”

Bridging Fitness, Wellness, and Healthcare

Fitness centers don’t replace traditional healthcare, but they can serve as a supplement.

“Healthcare plays a critical role in diagnosis and treatment, but it’s not designed to provide consistent, day-to-day lifestyle support,” points out Ambee Riggs, assistant club director at Northwest Women’s Fitness in Portland, Oregon. “Fitness environments are uniquely positioned to bridge that gap by offering ongoing guidance through movement, education, and habit-building.”

Gilbert agrees, saying, “We extend healthcare with lifestyle action. A doctor may diagnose osteopenia or discuss menopause symptoms. We provide strength training and programming that supports these issues.”

It’s part of a gradual shift from reactive to proactive care, according to Eschbach. “Fitness operators are uniquely positioned to lead here," she says. "In many ways, they’re the front lines of preventive healthcare—equipped not only to deliver physical transformation but also to drive long-term health outcomes.”

As part of that preventive focus, the lines between healthcare and wellness are dissolving, adds Eschbach. That means members are looking for more from their health club or studio. “In the near future, members will expect integrated ecosystems that include recovery, nutrition, data insights, and access to expert care,” she says.

Purposeful Programming for Every Stage of Life

Fitness is an integral piece of the holistic women’s health puzzle.

“There has been a clear shift from aesthetics-driven, cardio-heavy approaches to strength-focused, longevity-based programming,” Sanke says. “Programming has become more intentional, emphasizing progressive overload, proper technique, recovery, and foundational strength—including core and pelvic floor health.”

Strength training is a non-negotiable, according to Eschbach. “Gyms should make resistance training accessible, non-intimidating, progressive, and engaging," she says. "Because muscle isn’t just aesthetic—it’s medicine. It’s one of the strongest predictors of health span—directly influencing strength, independence, metabolic health, and longevity.”

Strength training also helps manage menopause, which approximately 1.3 million women enter each year.

“Women aren’t just coming in to ‘work out,’ but they’re looking to understand why their body feels different at various stages of life and what they can do about it,” Thompson says.

Fit-Her offers training through life stages, including:

• Menopause and post-menopause strength strategies

• Bone-density-focused training

• Balance, reaction time, and fall resilience

• Glute and posterior chain development for longevity

• Recovery and nervous system regulation

“We’re no longer just providing workouts but truly meeting members where they are and delivering outcomes that transfer to real life,” Gilbert notes.

Group classes such as yoga and Pilates are also popular because they support flexibility, core strength, balance, and stress reduction, which are all critical as women navigate hormonal changes and the demands of daily life, Thompson says.

Education Is Essential

“Women want to understand what’s happening in their bodies,” Thompson says. “Pairing education with actionable programming and measurable data creates a much more engaging and empowering experience.”

Riggs agrees. “Women are seeking more comprehensive support and want to understand the ‘why’ behind what they’re doing," she says. "This includes education around hormones, nutrition, recovery, stress management, and how to adapt training across different life stages.”

Given this holistic interest in health, fitness center operators can opt to become a consolidated wellness destination.

“Today’s consumer often navigates a disconnected ecosystem: trainers for fitness, nutritionists for diet, physicians for hormones, boutiques for recovery, marketplaces for supplements, and apps for tracking,” Eschbach notes. “Fitness operators have a unique opportunity to become the connective tissue by bringing together diagnostics, training, recovery, nutrition, and clinical care into a cohesive, member-centered solution.”

Riggs says that these services at fitness facilities don’t replace healthcare providers but offer more checks for ongoing health maintenance. “Things like hormonal health, bone density, mental well-being, and aging require continuous support that extends beyond clinical visits.”

Eschbach is encouraged about the future. “The most successful operators will evolve into longevity platforms that integrate continuous diagnostics, personalized health plans, proactive lifestyle programming, and real-time tracking and feedback. “

Community as a Differentiator

While technology and data are transforming women’s health, gyms offer a critical human touch.

“The fitness setting provides what healthcare often can’t: shared experiences and community, which are essential for long-term adherence and success,” Elizabeth Kramer, owner of Northwest Women’s Fitness, points out. “Women want to feel accepted, supported, and understood, so connection should be a core part of the experience.”

Community is “one of the fitness industry’s most powerful and defensible advantages,” Eschbach observes. “Healthcare, in many ways, lacks consumer DNA. By contrast, the fitness industry has deep expertise in engagement, behavior change, motivation, and retention. Community can’t be replaced by an app or prescription.”

Fit-Her designs this into every interaction, Gilbert says. “Community creates accountability. But more importantly, it creates belonging. And that’s what keeps women coming back for years—often decades.”

The Houstonian Club offers various options to foster community. “Workshops, small group programs, and classes create a sense of belonging and are particularly effective in fostering long-term engagement,” Thompson adds.

For women, the physical environment is also integral to community. “Women are highly attuned to how a space looks, feels, and functions,” Kramer says. “Thoughtful design, a welcoming atmosphere, cleanliness, and attention to detail directly impact comfort.”

A Meaningful Mission

Investing in women’s health has a significant impact.

“Health clubs ought to extend beyond physical health and social interaction to serve as a gateway to women’s long-term health and well-being,” says Cher Harris, general manager of The Houstonian Club.

Eschbach echoes this. “The opportunity is clear: to move beyond fitness as a service, and toward health span optimization as a mission—helping women live stronger, healthier, and more empowered at every stage.”

It just makes sense, Gilbert adds. “What’s happening now is simply the world catching up to what we’ve known all along: When you train women with purpose, respect, and understanding, you change lives, not just the shapes of bodies,” she says.