Fitness Centers NAICS 713940

Nov 17, 2025 - US Fitness Membership Hit 77 Million in 2024: Report

• Membership at US fitness centers reached a record 77 million in 2024, underscoring the industry’s continued expansion, according to the 2025 US Health & Fitness Consumer Report: Expanded Insights. The report highlights how members are reshaping facility use. Traditional equipment like treadmills and free weights remains central, but participation in activities promoting balance and longevity is rising. For example, yoga participation grew to nearly 22%, Pilates surpassed 8%, and pickleball doubled to 8% since 2021. Professional coaching remains influential, with 23% of members using personal trainers and 32% joining small group training, though session frequency has declined. Women drove a 16% increase in personal training, while teens and Gen X boosted small group formats. Multi membership is also expanding, with over 25% of members belonging to more than one facility. The shifts signal a diversified, longevity focused fitness culture, requiring operators to balance traditional offerings with evolving consumer preferences.
• Softening consumer sentiment and confidence in November and October 2025 reflects a growing weakness in discretionary spending, posing challenges for the fitness centers industry. The University of Michigan’s Index of Consumer Sentiment dropped 6.2% month-over-month in November's preliminary results to 50.3, a 29.9% year-over-year decline. The Current Economic Conditions Index fell to 52.3, and the Expectations Index to 49, down 36.3% annually. Year-ahead inflation expectations rose to 4.7%, while long-run expectations declined to 3.6%, with increased uncertainty across both horizons. Meanwhile, the Conference Board’s Consumer Confidence Index edged down to 94.6 from 95.6 in October, as improved current conditions (Present Situation Index up to 129.3) were offset by weaker short-term expectations (Expectations Index down to 71.5). Inflation expectations rose to 5.9%, and over half of consumers anticipated higher interest rates. Holiday spending is projected to fall, with promotions driving purchasing decisions.

• The Health & Fitness Association’s 2025 Benchmarking Report, the first comprehensive benchmarking study released since 2019, shows the sector maintaining profitable growth post-pandemic. Based on data from 175 companies and over 17,000 facilities, the industry posted 9.9% median revenue growth in 2024 and a robust 23.6% median EBITDA margin. Facilities saw 5.5% net membership growth and retained two-thirds of members, signaling strong consumer engagement. For fitness club operators, the report offers a detailed look at performance metrics, from revenue mix and retention to reinvestment and amenities, allowing businesses to compare performance against peers and identify growth opportunities.
• According to SGB Media, the Sports & Fitness Industry Association (SFIA) released its inaugural mid-year participation report, highlighting pickleball as the fastest-growing sport and Winter Sports as the leading category, driven by cross-country skiing. Despite these gains, overall activity declined, with U.S. inactivity rates rising to 22.9% amid economic uncertainty and post-Olympic disengagement. Tariff ambiguity and cost concerns, cited by 40.9% of parents, are key barriers to youth sports enrollment. While racquet and fitness activities showed marginal growth, water, outdoor, and team sports saw slight declines. Notably, pickleball’s growth slowed to 14.7%, signaling potential market stabilization. Age-based trends reveal younger demographics favor wellness-oriented activities like running, while older groups lean toward fitness equipment use. The data can be used by fitness centers to identify shifting consumer behaviors, emerging growth segments, and economic headwinds impacting demand.