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European Fitness Market Hits Record €39.1 Billion in Revenue

New Deloitte and EuropeActive report provides the details of a surging industry on the continent.

BY JULIE KING

Europe’s fitness industry continues to gather momentum, with total market revenues reaching €39.1 billion ($441 billion US) in 2025, according to the newly released European Health & Fitness Market Report 2026 from Deloitte and EuropeActive.

The report provides a comprehensive snapshot of the continent’s fitness landscape. It draws on data from 54 fitness club operators across 30 European countries, 24 market experts, and an 11,250-person consumer survey conducted in January 2026 across 20 nations.

Membership grew 5.8% year over year to 75.5 million, while club count rose 2.8% to more than 67,500 facilities. Revenue growth outpaced both, climbing 9.1%—an indicator of improved pricing dynamics and stronger member value propositions. The number of fitness clubs on the continent climbed 2.8% to 67,515, and the overall market penetration rate reached 9.3% of the total population—or 11% among those aged 15 and older.

The sector’s largest operators continued to consolidate their dominance. The top 20 fitness club operators collectively held 20.9 million members at year-end, accounting for roughly 27.7% of the continent’s total membership base. Merger and acquisition activity intensified as well, with 27 M&A deals recorded in 2025, representing a 28% jump in deal volume compared to the previous year—a sign that investor interest in the sector remains strong.

Although digital fitness and home workouts remain part of the consumer mix, brick-and-mortar clubs are reestablishing themselves as the core of the ecosystem. More than half (51%) of regular exercisers now train in fitness facilities weekly, with the majority of those users anchored in traditional fitness clubs.

2025 TOTAL EUROPEAN MARKET REVENUES

billion ($45.7 billion USD)

of regular exercisers now train in fitness facilities weekly

EUROPEACTIVE'S GOAL

million fitness members in Europe by 2030

Troll

Regional Strengths: Germany, UK, and Spain

Germany, the United Kingdom, and Spain continued to rank as Europe’s three largest fitness markets by both revenue and membership. Germany’s revenue grew 5.6% to €7.6 billion; the UK saw revenues rise 13.1% to €3.2 billion; and Spain posted 6.6% growth. On the membership side, Germany reached 12.4 million members (up 12.9%), with the UK growing 7.4% and Spain 8.3%.

Within fitness facilities, traditional gyms and clubs remained the anchor of the ecosystem. Three-quarters of regular facility users indicated training at a fitness club specifically. Specialized formats—HIIT, CrossFit, Pilates, and others—attracted committed but smaller user segments, with popularity varying considerably by country.

The report also examined emerging health trends shaping member behavior. Familiarity with GLP-1 weight-loss medications was widespread among respondents, yet actual usage remained below 3% of the overall survey sample. Notably, around two-thirds of current GLP-1 users reported engaging in regular fitness training, with roughly half of those training in fitness clubs—data that may interest operators looking to position their facilities as complementary to medical weight-loss programs.

EuropeActive CEO Kai Troll noted the industry’s progress while underscoring the work that remains. The organization has set a goal of reaching 100 million fitness members in Europe by 2030 and relaunched its Exercise for Health Summit in December 2025 to advance collaboration between policymakers, healthcare leaders, and the fitness sector. Its BeActive 2025 campaign drew more than 829,707 participants across 22 countries, with the 2026 edition focused on mental health and targeting the one million participant mark.

To get a copy of the report, visit here.

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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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