Staying informed on health club membership trends is essential for fitness club operators and owners. Understanding member behaviors, preferences, and expectations allows clubs to stay competitive while identifying opportunities to enhance member satisfaction and retention. Stay informed with the latest gym membership statistics and trends so you can navigate the market and make data-driven decisions for growth.
The Changing Landscape of Fitness
The fitness industry isn’t what it used to be, and that’s a good thing. Members’ needs and preferences have shifted dramatically, especially in the last few years, pushing health clubs to rethink the way they operate. Whether it’s the rise of hybrid fitness models, a growing focus on mental wellness, or increased participation in activities like pickleball, the way members engage with fitness clubs is evolving.
In fact, pickleball continues to be one of the fastest-growing sports, with 36.5 million players in the U.S. as of 2023, reflecting a significant rise in participation across all age groups. Additionally, Club Automation (CA) customers have seen steady increases in check-ins throughout 2024, showing that members are not only returning to clubs but actively engaging with sports like pickleball and other in-demand activities. As fitness trends evolve, offering a variety of popular sports and activities, including emerging ones like pickleball, is key to maintaining high levels of member engagement and retention.
Personal training revenue has seen a steady rise, with the global personal training market expected to reach $65.5 billion by 2033, up from $41.8 billion in 2023. This growth highlights the increasing demand for personalized, one-on-one fitness experiences, especially as members continue to prioritize specialized services like personal training to meet their fitness goals.
But it’s not just about following the crowd. Staying ahead of the curve means you’re not only reacting to changes, anticipating, and planning for them. This puts you in a prime position to attract new members, keep current ones happy, and future-proof your business.
How Member Behavior Differs Across Age Groups, Genders, and Gym Frequency
Member behavior in fitness clubs varies significantly depending on age, gender, and how frequently people visit the gym. Understanding these differences can help fitness clubs tailor their offerings, creating a more personalized experience that resonates with a wide range of members.
Age-Based Preferences and Behavior
Physical activity has become a cornerstone of healthy living for many Americans. According to recent surveys, approximately 30% of adults in the USA engage in physical activities daily, marking a notable increase from previous years. Young adults (ages 18-34) lead the way, with nearly 40% engaging in regular exercise. Middle-aged adults (ages 35-54) follow closely, with about 35% participating in daily physical activities. Seniors (ages 55 and above) have also shown a significant rise, with 25% now exercising daily. These trends demonstrate a positive shift toward healthier lifestyles across all age groups.
Gender-Based Behavior
Men and women also exhibit distinct fitness habits. Currently, 32% of men engage in daily physical exercise compared to 28% of women. Although there is a small gap, this difference is narrowing as more women incorporate fitness routines and wellness practices into their daily lives. Notably, the rise in strength training has been significant among both males and females.
However, strength training tends to be more popular among men, while women are increasingly embracing it due to its benefits for both muscle building and metabolic health. This shift reflects a growing trend where women are moving beyond cardio-based workouts to include more strength-focused exercises as part of their overall fitness goals.
Popular Physical Activities Across Demographics
Different age groups and genders gravitate toward specific activities. Walking remains the most popular form of daily exercise, with nearly 60% of active adults choosing it as their primary activity. Running and jogging are favored among younger adults, while older members tend to prefer low-impact exercises such as yoga, swimming, or Pilates.
Notably, the rise in strength training has been particularly significant among both genders, with 25% of daily exercisers — men and women alike — now incorporating strength training into their routines. The increased focus on strength training highlights its growing popularity, particularly among men and younger exercisers. This shift is driven by the long-term health benefits of muscle building and its impact on metabolic health, making it an essential part of many fitness routines.
Gym Visit Frequency
When it comes to how often people go to the gym, behavior differs depending on personal goals and lifestyle. While approximately 30% of adults engage in daily physical activity, not all choose the gym as their preferred exercise location. However, younger demographics, particularly those between the ages of 18-34, are more likely to visit gyms frequently. On average, these younger members are focused on building consistent routines, often attending group fitness classes or gym challenges.
In contrast, older adults may visit the gym less frequently but still engage regularly in fitness activities focused on overall wellness, balance, and flexibility. Many older gym-goers prefer quieter gym times, such as early mornings or late afternoons, when the gym is less crowded.
The Role of Corporate Wellness Programs in Driving Membership Growth
As corporate wellness programs become a key focus for businesses, health clubs stand to benefit significantly from this growing trend. With 205,180 fitness clubs worldwide and 184.59 million gym memberships overall, the corporate sector is an increasingly vital audience for health clubs looking to expand their member base.
Corporate wellness programs encourage businesses to invest in their employees’ physical and mental well-being, often through partnerships with health clubs. These partnerships provide gyms with an opportunity to offer tailored services like discounted memberships, wellness packages, and group fitness challenges, driving more traffic and long-term engagement.
The global fitness market is also projected to grow by 7.7% annually, reaching $6 billion by 2024. By offering flexible wellness options, both onsite and virtually, health clubs can cater to the hybrid work environment, ensuring employees have the convenience to exercise and engage in wellness activities wherever they are. This model helps businesses reduce healthcare costs and absenteeism while positioning health clubs as essential partners in their corporate wellness strategies.
Using Data and AI to Keep Your Members Engaged
You’ve probably heard it before: data is king. But when it comes to running a fitness club, this couldn’t be truer, especially with the increasing use of artificial intelligence (AI) to analyze data and engage members. AI has become a game-changer for fitness clubs, and recent data shows that AI has increased membership renewals for sports clubs by 18% through personalized engagement strategies.
Beyond fitness clubs, 85% of sports teams use wearable technology powered by AI to track player performance. This trend has significant implications for health clubs as well, where wearables help track member activity and offer personalized insights, driving engagement and retention. For example, wearables can monitor members’ workout data, providing customized feedback and recommendations for improvement, much like they do for professional athletes.
AI-powered tools allow fitness clubs to analyze vast amounts of gym membership statistics, tracking trends like class attendance, digital engagement, and the popularity of various services. These insights help clubs personalize member experiences more effectively than ever before. For instance, AI can help identify patterns in member behavior—such as which times of day certain demographics are more likely to attend a class—allowing you to optimize class schedules to match demand.
Moreover, AI-driven chatbots and personalized communication strategies are increasingly being adopted to keep members engaged and reduce churn. By analyzing data from wearables, mobile apps, and attendance logs, AI can recommend specific classes or services to members based on their unique preferences, fostering deeper engagement and loyalty.
By tapping into these data-driven insights, fitness clubs can create more personalized, engaging experiences, ultimately leading to higher satisfaction, retention, and long-term success in an increasingly competitive industry.
Surge in New Memberships and Retention Challenges
The global health and fitness industry has experienced a strong rebound in memberships following the pandemic, but retention continues to be a significant challenge. In fact, about 50% of new members leave their gym within the first six months of joining. This high turnover rate highlights the importance of focusing on member retention strategies.
While attracting new members is essential, keeping them engaged long-term is where many clubs struggle. To address this, operators need to prioritize personalized experiences and consistent engagement, ensuring members feel supported from the moment they join. Implementing stronger onboarding processes and maintaining regular communication with members can help reduce churn and build lasting loyalty.
Group Fitness Classes Drive Engagement and Retention
Group fitness classes have long been a key factor in gym member retention. Research by The Retention People shows that members who participate in group workouts are less likely to cancel their memberships and could renew their gym memberships. In fact, gyms that offer diverse group fitness classes see lower cancellation rates, as members are more engaged and motivated when exercising in a social, community-driven environment.
The risk of cancelling was 56% higher in gym-only members compared to group exercisers. Health clubs that provide a variety of classes—whether it’s high-intensity interval training (HIIT), spinning, yoga, or dance—can cater to a broader audience. These group classes not only foster a sense of belonging but also encourage members to return regularly, which enhances member satisfaction and loyalty.
Many fitness operators have found that fostering a sense of community through group classes helps members stay motivated and loyal. This is particularly important when considering that 67% of gym memberships go unused, meaning that a large portion of members are disengaged. However, 44% of gym members who attend the gym at least twice a week represent an opportunity for clubs to enhance engagement. By offering a wider variety of group classes and creating a welcoming environment, health clubs can attract a broader audience and retain members who find value in these shared experiences.
Hybrid Fitness Models Are Here to Stay
The success of hybrid fitness models became particularly evident during and after the COVID-19 pandemic. This blend of in-person and online services is quickly becoming the future of fitness. In fact, many gyms worldwide are increasingly adopting hybrid models, recognizing the demand for flexibility in how members choose to work out.
Not only does a hybrid model provide convenience for members who prefer to exercise from home, but it also ensures that fitness operators can expand their reach to a broader audience. As gyms combine digital services, such as virtual training sessions and live-streamed group classes, they are positioning themselves to thrive in an industry that values flexibility and accessibility. In fact, 72% of people prefer the flexibility of online fitness, and 75% find home exercises easier to fit into their schedules. Additionally, 72% of members now exercise as much or more online than they did pre-pandemic, and 75% of users tried live streaming, with 70% continuing to use on-demand services post-pandemic. These numbers highlight the growing demand for hybrid models that cater to both in-person and online experiences.
Mental Health and Wellness Are Top Priorities
The demand for wellness services that address both physical and mental health continues to grow. 28% of gym-goers report that relieving stress and improving mental well-being is a key motivator for maintaining a fitness membership. As a result, wellness services like mindfulness, yoga, and meditation are gaining popularity, reflecting a shift toward more holistic health approaches.
By incorporating mental wellness programs into their offerings, health clubs can attract members who prioritize their overall well-being, helping to improve retention and member satisfaction.
Flexible Membership Options Are in High Demand
The modern fitness consumer values flexibility more than ever. A 2023 survey indicated that 83% of remote workers continued to work out at home, with 59% stating they wouldn’t return to a gym even if they had to go back to the office. This shift in behavior has driven a demand for flexible membership options that cater to different workout preferences and schedules. Additionally, offering flexible membership plans at different levels of access, allowing members to choose services that fit their needs is a great way to boost membership retention.
To meet this demand, fitness clubs are increasingly offering tiered membership plans, pay-as-you-go models, and hybrid options that give members the freedom to customize their experience. These flexible options can help gyms attract a more diverse range of members and improve long-term retention by offering a personalized approach to fitness.
Leveraging Technology for a Personalized Member Experience
In today’s data-driven world, personalization has become the cornerstone of member engagement in health clubs. Leveraging technology not only helps improve the overall member experience but also significantly enhances retention by delivering tailored fitness programs, tracking progress, and providing real-time feedback. Wearables, such as smartwatches and fitness trackers, are now used by 35% of exercisers to monitor their activity levels and health metrics, giving clubs valuable insights to further personalize member journeys and keep them engaged.
Wearable technology has become an integral part of modern fitness routines, offering real-time tracking and personalized insights that enhance the overall workout experience. The use of fitness trackers and smartwatches has surged, with US consumers’ adoption increasing from 9% to 33% in just four years. These devices have evolved beyond simple step counters to advanced tools that monitor heart rate, sleep patterns, and recovery metrics, allowing exercisers to optimize their health and fitness routines. By leveraging these insights, fitness clubs can tailor workouts and recovery programs to individual member needs, driving greater engagement and retention.
Health clubs that invest in mobile apps, wearable technology, and member management systems can create a highly personalized experience. For example, members can use a club’s mobile app to book classes, track their workouts, and monitor progress toward fitness goals. Personal trainers can access this data to recommend more effective workouts or adjust training plans, helping members stay motivated and aligned with their personal fitness journeys.
The Growing Role of Wearable Technology in Fitness
Wearable technology has become an integral part of modern fitness routines, offering real-time tracking and personalized insights that enhance the overall workout experience. The use of fitness trackers and smartwatches has surged, with US consumers’ adoption increasing from 9% to 33% in just four years. These devices have quickly evolved from simple step counters to advanced tools that monitor heart rate, sleep patterns, and recovery metrics, helping exercisers optimize their health and fitness.
By syncing wearable devices with health club systems, fitness centers can offer personalized workout plans tailored to each member’s unique needs. Members receive data-driven recommendations based on their fitness levels and activity, creating a seamless feedback loop that makes them feel supported throughout their fitness journey. Wearables allow clubs to further personalize member engagement by tracking progress and suggesting adjustments in real time, ultimately improving retention and satisfaction.
Additionally, integrating technology for a data-driven member experience allows fitness clubs to offer personalized incentives, like achievement badges or exclusive class offers, based on each member’s behavior and preferences. By leveraging these insights, clubs can build stronger connections with members, ensuring they feel valued and supported, which directly impacts retention rates.
Health clubs that embrace these technological innovations are not just offering a service but creating a holistic, personalized experience that keeps members engaged and satisfied over the long term. By meeting members where they are—whether through customized training plans, real-time progress updates, or personalized communication—clubs position themselves to succeed in an increasingly competitive industry.
Your Path to Growth and Member Satisfaction
Understanding health club membership trends is essential for fitness club operators and owners looking to stay competitive in an evolving market. By staying informed and adapting to the latest trends — such as hybrid fitness models, group fitness classes, and a focus on mental wellness — clubs can improve member satisfaction, boost retention, and grow their businesses.
For more of the latest fitness industry trends, find more insights here.
