Fitness Centers

The 33,200 fitness centers in the US provide exercise equipment, classes, and services that allow members to improve their physical fitness. The main source of fitness center revenue is membership fees. Fitness centers also generate revenue by providing athletic instruction, admission fees for non-member usage, and food and beverage. The industry includes independently-owned centers, chains, and franchises.

Seasonality of Demand

Most fitness centers experience higher membership growth right after the winter holidays, when many people resolve to lose weight or exercise more.

Membership Attrition

Maintaining a strong membership base can be a challenge for fitness centers.

Aug 14, 2026 - Life Time Signals Healthy Fitness Outlook

• Life Time’s Q2 2026 results point to a healthy outlook for the US fitness center industry, particularly the premium segment. Revenue rose 13.7%, comparable-center revenue increased 9.1%, and adjusted EBITDA grew 16.8%, reflecting strong pricing, favorable membership mix, and higher spending on services such as personal training and spa offerings. Average monthly dues increased 12.3%, suggesting consumers remain willing to pay for differentiated, high-quality fitness experiences. Life Time also raised its 2026 outlook and plans significant club expansion, with seven openings in Q4 2026 and 12 to 14 more in 2027. For the broader industry, this supports continued investment in premium clubs, specialized programming, and ancillary wellness services. The shift away from paid digital subscriptions also suggests that in-person fitness, supported by technology rather than replaced by it, remains the industry's primary growth engine.
• US fitness-facility traffic stabilized in July 2026, suggesting the industry is maintaining participation despite softer spring trends, according to a monthly FIT Tracker report by The Health & Fitness Association. Overall visits per location rose 0.1% year over year, while June to July combined traffic was up 1.1%. Boutique studios remain the strongest segment, with July visits up 3.3% and year-to-date gains across eight of nine Census divisions, indicating broad demand for specialized, experience-driven fitness formats. HVLP and mid-priced gyms also remain resilient, with July visitation 24% and 7% above 2019 levels, respectively, and both at record July readings. For the industry, the data point to a stable demand backdrop with growth concentrated in studios, while low-cost and mid-priced operators continue to benefit from durable traffic. This supports continued investment in differentiated programming, convenience, and value-oriented memberships.
• Strength training is reshaping the US fitness center industry as consumers increasingly prioritize functional fitness, longevity, and overall health over calorie-burning workouts, according to a recent Men's Journal report. Crunch Fitness data shows that strength-based group classes posted the highest attendance of any group fitness category in 2025, rising 36% year over year, prompting some gyms to reallocate floor space from cardio equipment to free weights and strength machines. The trend spans both younger members seeking performance gains and older adults focused on maintaining muscle mass and mobility. Major operators are responding with expanded strength offerings, including Crunch's 3.0 club design and Orangetheory's rollout of Orangetheory Strong. For fitness centers, the shift highlights the need to invest in strength equipment, update group programming, and market long-term health benefits as member preferences continue moving away from traditional cardio-focused workouts.
• New research presented at the July 2026 ATN Innovation Summit found the fitness industry enjoys strong bipartisan support in Washington, but concerns over membership cancellation practices could limit opportunities for U.S. fitness centers to expand partnerships with government health initiatives, according to an Athletech News report. A Health & Fitness Association survey found only 55% of policymakers believe the industry is committed to fair and transparent membership practices, while 44% believe gyms make memberships difficult to cancel. Industry leaders say improving transparency and simplifying cancellations will be critical to strengthening trust, advancing public-private partnerships, and positioning fitness centers as a larger part of the nation's preventive healthcare infrastructure. HFA is also highlighting research showing greater healthcare savings when physical activity is paired with GLP-1 weight-loss medications, reinforcing the industry's economic value to policymakers.

Industry size & Structure

A typical fitness center operates out of a single location, employs about 20 workers, and generates about $1.2 million annually.

• The fitness center industry consists of 33,200 companies that employ about 652,000 workers and generate $38.7 billion annually.
• The industry includes independently-owned centers, chains, and franchises.
• Large companies include 24 Hour Fitness, Gold's Gym, Life Time Fitness, and New York Sports Clubs.
• There were around 81 million members of health clubs in the US in 2025, according to the Health & Fitness Association.