Latin Americans Embrace Fitness Facilities as Key to Active Lifestyles

Latin America’s fitness industry is thriving.

New insights from the 2024 Latin America Fitness Consumer Survey reveal that fitness facilities are central to the active lifestyles of Latin American consumers.

Conducted by the Health & Fitness Association (HFA) in partnership with ABC Fitness, the survey explores exercise habits, motivations, and preferences across major metropolitan areas across Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

Here’s a look into some of what the report findings tell us about the fitness market in Latin America:

• Health and fitness facilities are at the heart of active lifestyles
  In major Latin American metropolitan areas, 61% of consumers exercise multiple times per week, and 78% work out at least a few times each month. This high frequency underscores the region's enthusiasm for staying active and maintaining structured routines. In the region's major metro areas, fitness is more than a trend—it’s a part of the culture, with people incorporating regular exercise into their busy urban lives.

• Fitness facilities are the preferred exercise locations
  Over half of physically active individuals rely on fitness facilities as their primary exercise space, citing the effectiveness of their workouts, convenience, and access to specialized equipment as key reasons. Among this group, an 69% are members of a health or fitness organization, highlighting an awareness of the importance of structured environments in supporting active lifestyles.

• Consumers take a holistic approach to fitness
  Active consumers view fitness as more than just physical health. Their top motivations for exercising include improving and maintaining general health, supporting mental well-being, and boosting self-confidence, reflecting a comprehensive approach to wellness. This holistic approach highlights a widespread recognition of fitness as a means to enhance both physical and emotional quality of life.

With a highly engaged consumer base, Latin America presents significant opportunities for growth and innovation. To capitalize on this potential, fitness businesses need to develop a deep understanding of local consumer behaviors and tailor their offerings to meet these evolving needs.

For a summary of the report, access the executive summary by going here:

• 2024 LAFCS Exec Summary (English)
• 2024 LAFCS Exec Summary (Spanish)
• 2024 LAFCS Exec Summary (Portuguese)

For a closer look at the data and trends shaping this dynamic market, access the full report, which is free for premium members. Member discounts apply at checkout for other membership tiers. Non-members may purchase the report for $299.