The Fitness Industry Is Thriving—And Growing Fast
Memberships at fitness facilities in the U.S. have jumped 20% since 2019. That’s not just a rebound from the pandemic—it’s a full-on surge. According to the Health & Fitness Association (HFA), 77 million Americans aged 6 and older had some form of fitness membership in 2024. That’s 25% of the population.
And it’s not just about members. Total customer participation, including non-members who drop in for classes or day passes, reached nearly 96 million. That means 31% of Americans stepped foot in a fitness facility in 2024. Numbers like that don’t happen by accident. They’re the result of stronger brand visibility, smarter outreach, and compelling Fitness Marketing Promotions.
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Two Years of Consistent Growth
The momentum didn’t happen overnight. 2022 saw nearly 69 million members. That rose to 72.9 million in 2023. Now, 2024 has pushed the industry to 77 million—marking two years in a row of nearly 6% growth.
For gyms and studios, this confirms what we’ve seen on the ground. People are choosing fitness again. But they’re also choosing where to work out based on connection, culture, and convenience. That’s where targeted marketing strategies come in. If you’re not showing up in their feeds, their mailboxes, or their search results—you’re missing out.
Fitness Facilities Became More Than Just Workout Spaces
People aren’t just looking to lose weight or build muscle. They’re looking for balance and community. Fitness clubs have become safe spaces to reset, socialize, and manage stress. That emotional connection is powerful—and your marketing should speak directly to it.
According to HFA’s VP of Research, fitness facilities have helped Americans stay grounded during tough times. That’s a message every club should lean into. Smart Fitness Marketing isn’t about selling—it’s about reminding people how good it feels to move, belong, and recharge.
Studios and Gyms Lead the Charge
Studios continued to dominate in 2024, with 23.1 million Americans holding a studio membership. That’s a 3.1% increase from 2023. Meanwhile, fitness-only gyms saw a massive 7.6% spike, hitting 22.2 million members. Multipurpose clubs, which offer extras like pickleball and swimming, saw a healthy 4.3% increase.
What’s that tell us? People want choice—but they also want clarity. If you’re running a studio or gym, you need to highlight what makes your facility special. Unique offers, standout amenities, personalized coaching, or even flexible schedules—those selling points matter more than ever. That’s where our tailored Fitness Marketing Promotions can give you a serious edge.
Rising Engagement Challenges
Here’s where things get tricky. While more people are signing up, they’re visiting less often. In 2024, the average member went to the gym about 78.5 times per year—that’s just under 1.5 visits per week. Compare that to 109.5 visits per year in 2019, and you see the shift.
Many people are now blending in-home workouts, outdoor runs, and rec league sports with occasional gym visits. So how do you keep them engaged? With content that reminds them why showing up matters. With email campaigns, loyalty incentives, and social media that actually speaks their language. That’s exactly what Members Today builds for our partners every day.
Membership Fees Are Rising, But So Is Value
Costs are going up across the board. In 2024, the average monthly fitness membership hit $69—up from $65 in 2023. The median monthly rate climbed to $38, jumping from $30 where it had held steady for years. Some of this increase is thanks to popular chains raising prices. For example, Planet Fitness bumped its basic plan from $10 to $15 a month—its first hike in decades.
That price jump means your members are thinking more critically about value. You need to tell a better story. Why is your gym worth it? Why is your program the one they’ll stick with? Thoughtful, strategic Fitness Marketing answers those questions and reinforces your brand’s worth every time they see your name.
FAQ: Fitness Industry Marketing Trends
Personalized digital ads, direct mail campaigns, and referral incentives are leading the way.
Use mobile apps, check-in rewards, and community events to stay top of mind between visits.
Fitness-only gyms had the strongest growth this year at 7.6%, but both models are thriving.
Absolutely. Local SEO and retargeting campaigns keep you relevant when people search for classes or deals.
You need to highlight the value and experience your gym delivers—not just the price.