When I opened my second gym, I expected it to be a copy-paste success. The first one had waitlists. But 3 months in, the energy was flat. Sign-ups slowed, and I couldn’t figure out why.
I blamed the location. Then the staff. Then maybe the branding. But none of that was it. The truth? I didn’t understand the market as well as I thought I did.
That moment changed everything.
I started tracking membership data like my business depended on it, because it did. From age groups to retention curves, I dove deep into what the numbers meant.
In this article, I’m sharing those findings with you: the real numbers behind gym memberships, who’s joining, who’s leaving, and how you can use it all to your advantage.
Let’s break it all down!
1. Global Growth in Gym Memberships
I still remember how quiet the gym felt in mid-2020.
No music. No clanging weights. Just uncertainty. Like many of you, I watched our membership base, nosedive — and honestly, it was terrifying.
But here’s the good news: the bounce-back wasn’t just real, it was record-breaking.
Total Membership Over Time
In just 5 years, global gym membership has skyrocketed to over 205 million active members worldwide.
That’s up from 183 million in 2019, despite the dip during the pandemic. We didn’t just recover — we evolved.
In the United States, the trend is just as clear:
- 2018: 62.5M members
- 2019: 64.2M
- 2020: 54.0M (pandemic hit)
- 2021: 61.0M
- 2023: 67.3M and climbing
Today, over 1 in 5 Americans hold a gym membership. That’s about a 21% penetration rate, and it’s still rising.
If you run a gym, that means the ceiling’s still high. If you’re a distributor, it means your clients are back in expansion mode.
A Global Recovery
The U.S. was among the fastest to rebound, thanks to early reopenings and hybrid models.
But regions like Latin America and Southeast Asia are catching up quickly — and in some cases, outpacing Western growth rates due to rising middle-class demand for wellness.
Europe, on the other hand, saw slower re-entry but is now on track to surpass 70 million members this year.
Bottom line: Recovery is here, but where you operate and how you adapt will shape your success.
Revenue by Membership
The global fitness club industry generated over $96 billion in 2023. That’s not just back to pre-pandemic levels, it’s ahead.
In the U.S. alone, gyms and clubs accounted for $30–32 billion in annual revenue last year.
On average, each member contributes roughly $450 to $600 per year, depending on location, service tier, and facility type. That gives you an Average Revenue Per Member (ARPM) of about $37 to $50 per month.
Why should you care?
Because ARPM helps you understand how long a member needs to stay to break even. And how to price your memberships to grow, not just survive.
Forecasted Growth (Next 3–5 Years)
Industry analysts are predicting 5–8% annual global growth through 2028.
That’s driven by a few clear forces:
- Increased health awareness post-COVID
- A younger, gym-savvy population
- Continued interest in hybrid/tech-integrated memberships
So if you’re debating whether to reinvest, open new locations, or stock higher-end equipment. The numbers say now’s the time to position for growth. For facilities that want to stand out, investing in European gym equipment manufacturers or similarly high-spec options can signal quality and longevity to prospective members.
2. Membership by Demographics
Here’s the thing — not all members are the same.
And if you’re treating them that way, you’re leaving money (and loyalty) on the table.
As gym owners and distributors, understanding who is filling your space—or buying from it—helps you build programs, price points, and floor plans that actually convert.
Let’s break it down:
Age-Based Distribution
Across the industry, the 26–40 age group leads the pack, making up nearly 38% of total gym memberships. These are your working professionals, parents, and tech-tuned fitness enthusiasts.
The 18–25 segment is close behind, contributing around 24–26% of memberships. Aesthetic goals, digital engagement, and boutique-style experiences drive this younger crowd.
Older adults (41–60+) still account for a meaningful share, roughly 22–25%, and their numbers are rising thanks to wellness integration and age-friendly programming.
So, who’s growing fastest?
Gen Z and older Millennials. They crave community, convenience, and customization. They’re also more likely to try hybrid or app-based memberships before committing fully in-club.
Gym Type Preferences by Age:
- 18–25: HIIT studios, group fitness, online/on-demand
- 26–40: Full-service gyms, family plans, strength-focused clubs
- 41–60+: Wellness centers, yoga/Pilates, rehab or recovery-oriented spaces
Gender Distribution
Industry data shows that gym memberships are now almost evenly split:
- 51% female
- 49% male
But here’s what’s interesting, female membership rebounded faster post-COVID. Women prioritized group fitness and holistic wellness much sooner than expected, and they drove early returns for many boutique and hybrid gyms.
Implications for Gym Programming:
- Women value community, variety, and instructor-led formats
- They are more likely to engage with wellness add-ons (nutrition, recovery, mental health)
- Strength training is trending heavily among women under 35, and they’re demanding space and support for it
Income & Location Stats
Here’s the reality: fitness membership still leans toward higher-income households.
- Over 60% of gym members come from households earning $75,000+ per year
- In contrast, less than 15% come from households under $35,000
Why? It’s not just cost, it’s access, lifestyle alignment, and convenience.
Urban vs. Suburban vs. Rural Trends:
- Urban areas dominate in membership density and variety
- Suburban markets are now the fastest-growing due to population shifts and space availability
- Rural areas remain underserved, but ripe for low-overhead models and mobile wellness programs
Education Matters Too:
- College-educated adults are 70% more likely to hold a fitness membership
- They’re also more inclined to seek structured programs, certified staff, and data-driven coaching
3. Retention, Churn, and Usage Statistics
Getting new members through the door is one thing.
Keeping them coming back? That’s where the real margin lives.
If you’re only tracking sign-ups but not looking closely at how long members stay—or why they leave—you’re missing the insights that could save your business tens of thousands every year.
Let’s break it down into the numbers that matter:
Member Retention Rates
The average gym membership lasts 6 to 8 months across the industry. That might sound decent on paper, until you realize that you’re losing nearly half of your customer base every year.
But retention isn’t equal across all gym types:
Gym Type | Avg. Annual Retention |
Budget gyms | 50–55% |
Full-service clubs | 60–70% |
Boutique studios | 70–80%+ |
Boutique studios tend to win on retention because of personalization and community.
Seasonal Churn Patterns
Churn isn’t random, it’s predictable.
- January sign-ups often drop off around March–April if not nurtured properly.
- Summer months (June–August) see a spike in cancellations due to travel and school breaks.
- Fall re-engagement opportunities pick up in September.
Visit Frequency
The average gym member visits 1.9 times per week, or about 8 times per month. But here’s where things get interesting:
Most Popular Times:
- Weekdays: 6–9AM and 5–8PM
- Weekends: 9–11AM
Those peak windows? They’re where your staffing, cleaning schedules, and class programming should be focused.
Facility Utilization Trends:
- Cardio equipment is most popular with new or casual members.
- Strength zones are seeing a surge, especially among Gen Z and women under 35.
- Group fitness areas drive longer-term engagement and member satisfaction.
Start tracking which zones get used the most (and the least), it can tell you what’s working and where to improve.
Reasons for Cancellation
Here are the Top 5 reasons members give for leaving:
- Lack of motivation
- Didn’t feel welcome or connected
- The cost felt too high for what they got
- Inconvenient hours or long wait times
- Personal/life changes (moving, illness, job loss)
But here’s the kicker: Most cancellations don’t come from long-time members. They come from those in their first 90–120 days.
First-Year vs. Long-Term Churn
- First-year members: 2–3x more likely to cancel
- Long-term members: Far more stable if engaged through habit-building and community
4. Financial Statistics Tied to Membership
Let’s get to the part that keeps the lights on, the money side of membership.
Because the truth is, a packed gym doesn’t always mean a profitable one. It’s not about how many members you have.
It’s about how much each one is worth, and how long you can keep them.
Average Membership Pricing
Across the global fitness industry, the median monthly membership fee falls between $40 and $60 USD.
But of course, that average hides major differences based on region and gym model:
Gym Type | Typical Monthly Price (USD) |
Budget gyms | $10–$30 |
Mid-tier gyms | $40–$70 |
Premium/Luxury clubs | $80–$150+ |
By Region:
- U.S.: Avg. $58/month
- Europe: €40–€60, varies by country
- Asia-Pacific: Broad range; high-end metros exceed $100
Pricing must reflect both value perception and local market saturation. Undervaluing your offering can quietly crush profitability.
Most Common Add-On Services (Revenue Drivers):
- Group Classes (often included, but upsold in boutique or virtual formats)
- Personal Training (PT remains one of the most lucrative add-ons)
- Childcare Services (especially in suburban family-focused clubs)
- Wellness Amenities (recovery rooms, cryotherapy, nutrition coaching)
These are not “extras.” They’re your margin-builders. When offered well, they can increase the monthly revenue per member by 25–50%.
Member Lifetime Value (LTV)
If you’re not tracking LTV yet, start now. Because this one number changes how you see everything, from acquisition spend to equipment upgrades.
Here’s a simple formula:
LTV = Average Monthly Revenue per Member × Average Membership Lifespan (in months)
LTV Estimates by Gym Type:
Gym Type | Avg. LTV |
Budget gyms | $180–$300 |
Mid-tier gyms | $400–$700 |
Premium clubs | $1,000+ |
Boutique studios | $1,200–$2,400 |
How to Boost Member LTV
- Nail onboarding. First 30 days = highest drop risk. Welcome kits, guided tours, intro sessions help.
- Track engagement. Use gym software to flag low-frequency users early.
- Bundle services. Package group classes, wellness services, or PT to increase per-member revenue.
- Build community. Long-term members stick when they feel like they belong, not just attend.
5. Membership Type & Enrollment Patterns
Not all memberships are created equal. Some are built for scale. Others are built for loyalty.
And the way you structure them plays a huge role in how long someone stays and how much they spend.
Let’s take a closer look at what members are really buying and when.
Types of Memberships Sold
Most gyms offer a menu of options. But not all are using data to prioritize the right ones. Here’s a common breakdown by popularity and impact:
Membership Type | Description | Business Impact |
Standard | Basic access to gym facilities | Entry-level funnel, low retention risk |
Premium | Includes classes, perks, or extended hours | Higher LTV, attracts professionals |
Family/Group Plans | Multi-member access under one account | Strong retention, great for suburban clubs |
Hybrid Memberships | Combines in-person gym use with digital access/app | Fastest-growing model in post-COVID market |
Group vs. Solo Preferences:
- Group training programs (e.g., HIIT, spin, yoga) drive higher engagement and retention — especially among women and Gen Z.
- Solo access users prefer flexible schedules, strength areas, and self-guided plans — common with Millennials and Gen X.
No-Contract & Flexible Options:
- Over 35% of new members say they prefer month-to-month or flexible plans.
- The demand for freedom and minimal commitment is highest among 18–30-year-olds.
Tip: Add flexibility without sacrificing retention — use perks to reward longevity instead of locking people in.
Seasonal Enrollment Patterns
Timing matters. If you’re not planning your promotions around enrollment waves, you’re leaving opportunity on the table.
Peak Join Periods
- January: Still the #1 month for new memberships — resolutions and clean-slate energy.
- September: A close second. School starts, routines reset, and people re-engage with structure.
- April–May: Spring surge for summer prep, especially for aesthetic-driven goals.
Summer Slumps & Winter Spikes
- June–August: Historically slower months. Travel, heat, and school breaks disrupt habits.
- October–December: Slower sales, but great for engagement campaigns that prep members for New Year loyalty.
Life Stage Triggers
- Back-to-school season = big opportunity for parents ready to prioritize themselves again.
- New jobs, relocations, or post-recovery routines often lead people back to fitness — build messaging around that.
6. Future Membership Statistics
The fitness industry isn’t standing still. And if you want to grow in it, you can’t either.
Membership behaviors are shifting. Expectations are rising. And the gyms that adapt the fastest?
They’re the ones that thrive. Let’s look at where gym membership is going next — and what that means for your business strategy.
Projected Growth
- (2025–2030)
According to global health and wellness market analysts, gym membership is expected to grow 5–8% annually over the next 5 years.
That’s not just recovery, that’s expansion.
By 2030, the global gym member base is expected to hit nearly 250 million people, up from around 205 million today.
Key drivers of this growth:
- Rising health awareness across age groups
- Increased focus on preventative health and active lifestyles
- Continued urbanization and commercial development
- Hybrid offerings that appeal to digital-first users
So if you’re wondering whether now is a good time to invest in expansion, second locations, or rebranding, the answer is yes, but only if you’re adapting.
Technology-Driven Expectations
Here’s what future members won’t tolerate:
- Manual signups
- Lack of mobile scheduling
- Limited engagement outside gym hours
They want experiences, not just access.
Emerging tech expectations:
- Mobile apps for booking, payments, progress tracking
- Wearable integration with gym equipment
- AI coaching and smart feedback on form, performance, or recovery
- Gamified workouts and leaderboards for motivation
Personalization & Data-Backed Fitness
The future gym member doesn’t just want fitness, they want personalized results. They expect:
- Tailored training plans
- Progress reports
- Nutrition alignment
- Mental wellness offerings
And they expect it to be tracked, delivered, and accessible from their phone. This is where your CRM, onboarding flow, and trainer strategy become central to retention.
Evolving Member Mindsets
The next wave of members is not just working out to “look good.” They’re training to:
- Manage stress
- Sleep better
- Live longer
- Age actively
That’s why the most forward-thinking gyms are offering:
- Recovery zones (stretching, massage, red light therapy)
- Mindfulness classes (breathwork, yoga, meditation)
- Integrated coaching (PT + nutrition + mental wellness)
7. Tips for Using Membership Statistics for Gym Success
So now you’ve got the data. But the real value? It comes from how you use it.
You don’t need to become a statistician. You just need to become more intentional and consistent with what you already know.
Here’s how to make your membership stats actually work for you:
#1 Turn Churn Data into Action
Track drop-off points: When do most members cancel? Run monthly churn reports by member age, plan type, and tenure. If 40% of new members leave by month 3, build a retention program that hits in month 2.
#2 Use LTV to Justify Investments
Know the lifetime value of a member by segment (e.g., hybrid users vs. standard plans). Use that to guide marketing spend, facility upgrades, or service expansion.
If a hybrid member is worth 2x more than a standard one, you know exactly which model to scale.
#3 Segment Your Member Base by Behavior
Separate high-frequency users from casual visitors. Create campaigns or perks that reward loyalty or re-engage low-usage members.
Bonus: Target low-engagement members with quick wins (class invites, fitness challenges). People respond to personalization. The stats will tell you who needs what.
#4 Plan Promotions Around Seasonal Patterns
- January and September = prime acquisition windows.
- Summer? Focus on retention and community events.
- December? Use it for pre-sales and loyalty rewards to lock in New Year business.
Timing is everything. Run your marketing calendar based on enrollment data, not just vibes.
Conclusion
Back when I opened my second gym, I didn’t have these numbers.
Now, I wouldn’t make a move without them.
This article gave you the key stats, global vs. local shifts, and how to grow smarter. If you made it here, you’re serious about building a better business. That’s huge.
So, what will you do differently this month?
Let’s make the numbers work for you.
Contact us today to talk data, growth, or just get pointed in the right direction.
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