Report Overview
The health and fitness services market is set to reach USD 173.4 billion in 2031, growing at a CAGR of 8.66% from USD 114.4 billion in 2026.
Highlights:
- 1Integration of digital platformshas transformed health and fitness services, enabling seamless hybrid experiences that combine virtual classes with in-person training for greater accessibility.
- 2Personalized wellness programsare gaining prominence, focusing on individual health goals through customized training, nutrition guidance, and mental well-being support.
- 3Corporate fitness initiativescontinue to expand as companies prioritize employee health, offering comprehensive wellness solutions to boost productivity and reduce burnout.
- 4Holistic health approachesare reshaping the market by combining physical fitness with mindfulness, recovery practices, and lifestyle coaching for complete wellbeing.
Asia-Pacific is expected to be the fastest-growing region owing to rapid urbanization, rising disposable income, expanding middle-class population, and increasing awareness about fitness and healthy lifestyles in countries such as China and India.
Technological innovations like fitness trackers, AI fitness apps, virtual classes, smart gym equipment, and personalized health monitoring tools are making fitness more open and convenient while also attracting users more deeply.
A major factor in the market has been the fast growth of hybrid fitness models that mix face-to-face with digital sessions, which has not only increased the number of customers but pulled in more young consumers and working professionals who want flexible workout times.
The Health & Fitness Association (HFA) has published its 2026 US Health & Fitness Consumer Report.
This report indicates that in 2025, 81 million Americans were members of a gym, studio, or other fitness facilities, which is a new record and 5.2% higher than in 2024.
Additionally, over 100 million people engaged with fitness venues throughout the year, either by being members or through flexible options such as day passes, guest privileges, etc., highlighting the increased significance of these environments in promoting active lifestyles nationwide.
Adults from Gen Z (18-24) had the highest rate of membership penetration among all age groups, at 35.5%.
Meanwhile, older adults were the fastest-growing group, with members aged 65 and older increasing by 8.6% year-over-year, indicating how fitness facilities are becoming an important element of active aging and long-term health.
Besides that, factors like social media influence, fitness culture of celebrities, and healthy lifestyle promotion by the government are all helping the market grow worldwide.
There may be some challenges to growth in some areas, such as high membership costs in gyms, strong market competition, customer retention challenges, and economic uncertainties.
Online Fitness Services is expected to be the fastest-growing segment due to increasing adoption of virtual workouts, fitness apps, AI-based coaching, and convenient home-based fitness solutions.
In 2025, the 20-40 years age-group was the major segment by age group, accounting for X% share by value, followed by the above 55 years sector, accounting for X% share in the same year.
By Age Group, 20–40 Years is anticipated to be the fastest-growing segment, driven by increasing health awareness, urban lifestyles, and higher spending on fitness and wellness services among young adults.
Mental Wellness is expected to grow rapidly due to rising stress levels, anxiety concerns, and growing demand for holistic wellness, yoga, and mindfulness programs.
By Delivery Mode, Hybrid is likely to register the highest growth as consumers increasingly prefer a combination of online convenience and in-person fitness experiences.
Market Dynamics
Drivers
Increasing Prevalence of Lifestyle-Related Diseases
The growing number of lifestyle diseases is considered one of the leading contributors to the expansion of the health and fitness services industry worldwide. Rapid urbanization, less physical activities at work, unhealthy dietary patterns, lack of exercise and growing stress levels are some of the main causes of the increased prevalence of obesity, diabetes, heart diseases, hypertension, and musculoskeletal disorders in developed as well as developing countries.
The increasing number of diabetes cases is one of the factors leading to a greater need for health and fitness services everywhere.
In 2024, there were about 589 million adults between the ages of 20 and 79 with diabetes worldwide, and it is estimated that this figure will reach 853 million by 2050.
As more people suffer from diabetes, a greater number of them are becoming aware of the importance of preventive healthcare, physical activity, weight management, and living a healthy lifestyle.
HF Stats 2025, Heart Failure Epidemiology and Outcomes Statistics states that about 6.7 million people aged 20 or older in the US have heart failure (HF), and the number of people with HF is projected to increase to 8.7 million by 2030.
Chronic diseases keep causing a huge financial burden on healthcare systems globally.
So, governments, employers, and healthcare providers are promoting active lifestyles and wellness programs to decrease long-term healthcare costs and enhance population health.
Key Developments
March 2026: Global nutrition giant Herbalife announced a $55 million agreement to acquire the assets of Bioniq, a data-driven personalization engine specializing in biomarker-informed, customized nutritional supplements.
September 2025: Planet Fitness Franchising strategically expanded its Western United States presence by acquiring two health clubs in Southern California and eight additional facilities in the San Francisco Bay Area.
September 2025: Willow Innovations officially launched the Willow Wave, debuting as the market's first wearable, completely manual breast pump designed to fit entirely and discreetly inside a standard bra.
May 2025: Hyperice partnered with Nike to publicly launch the Hyperboot, introducing a groundbreaking, fully mobile recovery shoe that integrates clinical-grade heat and compression for on-the-move athletic recovery.
Market Segmentation
By Application: Weight Management
Application-wise, the health and fitness market is segmented into weight management, muscle building, mental wellness, flexibility & mobility, and preventive health. The weight management is projected to grow steadily, fueled by the improved healthy lifestyle adoption.
Growing self-consciousness and transition from a sedentary lifestyle have positively impacted the health and fitness service demand.
The growing indulgence in fitness culture has played a key role in driving the global demand for health and fitness services.
High prevalence of obesity (nearly 1 billion people globally, according to NCD Risk Factor Collector) has significantly driven the demand for fitness programs and services.
Projections from the World Obesity Federation (WOF) and UN Population Division further state that the prevalence of obesity among children aged 5-19 years is set to witness a constant growth, with global frequency reaching up to 228 million by 2040 in comparison to 177 million in 2025. Service related to weight management will play a key role in treating obese children.
Future targets set by the World Health Organization (WHO) to reduce the prevalence of overweight children from the current 5.4% to below 5% by 2030, in line with future “2030 Sustainable Development Goals”, will further amplify market expansion.
Growing awareness regarding self-preventive wellness, followed by the adoption of innovative concepts like fitness applications and telehealth, has established a framework for health and fitness service expansion.
Ongoing technological shift has further improved market transparency with new platforms in development. For instance, in April 2026, Walmart announced the expansion of its “Better Care Service” platform by offering nutrition services and virtual care for weight management.
Regional Analysis
North America: the US
The growing transition towards a healthier lifestyle, followed by ongoing investment in gyms and fitness centers, has played a key role in amplifying the market scope in the USA.
Report Metric Details Total Market Size in 2026 USD 114.4 billion Total Market Size in 2031 USD 173.4 billion Forecast Unit USD Billion Growth Rate 8.66% Study Period 2021 to 2031 Historical Data 2021 to 2024 Base Year 2025 Forecast Period 2026 – 2031 Segmentation Service Type, Gender, Age Group, Geography Geographical Segmentation North America, South America, Europe, Middle East and Africa, Asia Pacific Companies - Anytime Fitness Franchisor LLC
- Gold's Gym International Inc.
- 24 Hour Fitness USA Inc.
- Equinox Holdings Inc.
- Planet Fitness Inc.
The “2026 US Health & Fitness Consumer Report: Headline Trends” states that in 2025, the number of Americans who indulged in fitness centers, studios, and gyms reached 81 million, representing 5.2% growth over the preceding year.
Progressive generations shift with millennials and Gen Z accounting for a considerable population share and holding a high gym membership penetration rate (Nearly 35% as per the 2026 US Health & Fitness Consumer Report: Headline Trends), further amplifying the market expansion.
Technological shift in the United States has escalated the AI-adoption trend, which is further finding its way into the health & fitness sector. Major AI firms like OpenAI have launched tools like “ChatGPT Health”, whose purpose-built encryption addresses all health-related queries.
The regulatory shift is also favoring fitness culture expansion in the United States, with policies like “Physical Activity Guidelines for Americans” serving as the primary medium. Hence, such policies will further stimulate demand for health and fitness services in the USA.
List of Companies
Anytime Fitness Franchisor, LLC
Gold's Gym International, Inc.
24 Hour Fitness USA, LLC
Equinox Holdings, Inc.
Planet Fitness, Inc.
UFC GYM
Crunch Holdings LLC
Exos Works, Inc.
ABC Fitness Solutions, LLC
CultFit Healthcare Pvt. Ltd.
Planet Fitness, Inc. is one of the largest fitness center operators and franchisors globally, recognized for its affordable membership plans and inclusive “Judgement Free Zone®” approach. The company focuses on making fitness accessible to a broad consumer base by providing a welcoming environment that encourages participation regardless of fitness experience or skill level.
In the health and fitness services market, Planet Fitness offers fitness center services that include access to cardio and strength-training equipment, small-group fitness training, and various member amenities. Its emphasis on affordability, convenience, and member engagement has enabled the company to maintain a strong position within the expanding global fitness and wellness industry.
Health And Fitness Services Market Scope:
Market Segmentation
By Service Type
By Gender
By Age Group
By Application
By Delivery Mode
By End-user
By Geography
Table of Contents
1. EXECUTIVE SUMMARY
2. MARKET SNAPSHOT
2.1. Market Overview
2.2. Market Definition
2.3. Scope of the Study
2.4. Market Segmentation
3. BUSINESS LANDSCAPE
3.1. Market Drivers
3.2. Market Restraints
3.3. Market Opportunities
3.4. Porter’s Five Forces Analysis
3.5. Industry Value Chain Analysis
3.6. Policies and Regulations
3.7. Strategic Recommendations
4. TECHNOLOGICAL OUTLOOK
5. HEALTH AND FITNESS SERVICES MARKET BY SERVICE TYPE 
5.1. Introduction
5.2. Fitness Centers/Health Clubs
5.3. Mind-Body Services
5.4. Online Fitness Services
5.5. Nutritional and Wellness Services
5.6. Medical Fitness Services
5.7. Corporate Wellness Programs
6. HEALTH AND FITNESS SERVICES MARKET BY GENDER 
6.1. Introduction
6.2. Male
6.3. Female
7. HEALTH AND FITNESS SERVICES MARKET BY AGE GROUP
7.1. Introduction
7.2. 5–20 Years
7.3. 20–40 Years
7.4. 40–55 Years
7.5. Above 55 Years
8. HEALTH AND FITNESS SERVICES MARKET BY APPLICATION   
8.1. Introduction
8.2. Weight Management
8.3. Muscle Building
8.4. Mental Wellness
8.5. Flexibility & Mobility
8.6. Preventive Health
9. HEALTH AND FITNESS SERVICES MARKET BY DELIVERY MODE    
9.1. Introduction
9.2. Online
9.3. Offline
9.4. Hybrid
10. HEALTH AND FITNESS SERVICES MARKET BY END-USER   
10.1. Introduction
10.2. Individual Consumers
10.3. Corporate Organizations
10.4. Educational Institutions
10.5. Healthcare Providers
11. HEALTH AND FITNESS SERVICES MARKET BY GEOGRAPHY 
11.1. Introduction
11.2. North America
11.2.1. By Service Type
11.2.2. By Gender
11.2.3. By Age Group
11.2.4. By Application
11.2.5. By Delivery Mode
11.2.6. By End-user
11.2.7. By Country
11.2.7.1. USA
11.2.7.2. Canada
11.2.7.3. Mexico
11.3. South America
11.3.1. By Service Type
11.3.2. By Gender
11.3.3. By Age Group
11.3.4. By Application
11.3.5. By Delivery Mode
11.3.6. By End-user
11.3.7. By Country
11.3.7.1. Brazil
11.3.7.2. Argentina
11.3.7.3. Others
11.4. Europe
11.4.1. By Service Type
11.4.2. By Gender
11.4.3. By Age Group
11.4.4. By Application
11.4.5. By Delivery Mode
11.4.6. By End-user
11.4.7. By Country
11.4.7.1. Germany
11.4.7.2. France
11.4.7.3. United Kingdom
11.4.7.4. Spain
11.4.7.5. Others
11.5. Middle East and Africa
11.5.1. By Service Type
11.5.2. By Gender
11.5.3. By Age Group
11.5.4. By Application
11.5.5. By Delivery Mode
11.5.6. By End-user
11.5.7. By Country
11.5.7.1. Saudi Arabia
11.5.7.2. UAE
11.5.7.3. Others
11.6. Asia Pacific
11.6.1. By Service Type
11.6.2. By Gender
11.6.3. By Age Group
11.6.4. By Application
11.6.5. By Delivery Mode
11.6.6. By End-user
11.6.7. By Country
11.6.7.1. China
11.6.7.2. India
11.6.7.3. Japan
11.6.7.4. South Korea
11.6.7.5. Indonesia
11.6.7.6. Thailand
11.6.7.7. Others
12. COMPETITIVE ENVIRONMENT AND ANALYSIS
12.1. Major Players and Strategy Analysis
12.2. Market Share Analysis
12.3. Mergers, Acquisitions, Agreements, and Collaborations
12.4. Competitive Dashboard
13. COMPANY PROFILES
13.1. Anytime Fitness Franchisor, LLC
13.2. Gold's Gym International, Inc.
13.3. 24 Hour Fitness USA, LLC
13.4. Equinox Holdings, Inc.
13.5. Planet Fitness, Inc.
13.6. UFC GYM
13.7. Crunch Holdings LLC
13.8. Exos Works, Inc.
13.9. ABC Fitness Solutions, LLC
13.10. CultFit Healthcare Pvt. Ltd.
14. LIST OF FIGURES
15. LIST OF TABLES
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