Fitness Centers NAICS 713940

Jul 20, 2026 - Demand Grows for Strength Programs

• 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.

• Planet Fitness's weaker-than-expected member growth despite strong revenue gains in Q1 2026 highlights a key trend in the fitness industry: demand remains healthy, but attracting new members is becoming more challenging. The company lowered its 2026 outlook after adding more than 700,000 net new members in Q1, citing increased competition, consumer economic pressures, and softer response from first-time and casual gym-goers. These results suggest that while industry participation continues to expand, growth is becoming more dependent on effective marketing, value-oriented pricing, and member retention. Planet Fitness's decision to pause planned price increases also reflects growing sensitivity among lower-income consumers. Looking ahead, industry growth is expected to continue, supported by long-term health and wellness trends, but operators may face greater pressure to differentiate their offerings and maintain affordability.
• SoulCycle's latest California studio closures highlight the ongoing challenges facing boutique fitness operators as consumers gravitate toward either low-cost gyms or premium full-service fitness offerings, according to a San Francisco Gate report. The company closed three California studios in June—Walnut Creek, La Jolla, and Manhattan Beach—following a broader wave of closures that began in 2022. Once a leader in group cycling, SoulCycle has struggled to regain momentum since the pandemic, when at-home fitness options such as Peloton gained popularity. The closures suggest that specialty fitness concepts with higher prices and narrower offerings continue to face pressure from changing consumer preferences and increased competition. For the broader fitness industry, the trend reinforces the importance of value, convenience, and differentiation. While overall gym participation remains strong, operators that cannot clearly distinguish their offerings or adapt to evolving consumer habits may face consolidation, downsizing, or market exits.