Publications

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The 2025 U.S. Health & Fitness Consumer Report: Headline Trends presents a first look at how Americans interacted with fitness facilities in 2024—highlighting the latest developments in membership, attendance, and demographic shifts. This report marks the first in a new series of releases from the Health & Fitness Association (HFA), designed to provide more timely, focused insights that support strategic decision-making across the fitness sector.

What’s Inside:

• Industry-wide membership and total customer figures, including growth and churn rates
• Fitness facility penetration among the U.S. population aged 6 and older
• Membership trends by facility type, including:
  • Studios
  • Fitness-only clubs
  • Multipurpose centers
  • Nonprofit facilities (e.g., YMCA/YWCA/JCC)
  • Corporate/business clubs
  • Facilities where fitness is offered as an amenity (e.g., college campuses, hospitals, community centers, residential complexes)
• Shifts in member demographics by age, gender, income, and race/ethnicity
• Average membership fees, attendance rates, and tenure
• Trends in non-member usage of fitness facilities

A New Approach to Reporting

This Headline Trends report is just the beginning. As part of HFA’s commitment to offering more accessible and actionable insights, we will publish additional releases throughout the year that take a deeper dive into facility-type specific trends, fees, attendance, tenure, as well as equipment usage, activities, personal training, and more.

This updated approach is designed to give stakeholders across the industry faster access to data that supports informed decisions—whether you're leading a fitness brand, investing in the sector, or advocating for increased physical activity.

Methodology and Partners

Drawing from a nationally representative sample of 18,000 Americans aged 6 and older, the research provides a detailed snapshot of fitness consumer behaviors and trends from the past year.

The data was collected by Sports Marketing Surveys USA (SMS), a Buffalo Groupe company, as part of its ongoing collaboration with the Physical Activity Council (PAC)—a coalition of eight leading U.S. trade associations focused on sports and active lifestyles.

HFA extends its sincere thanks to SMS and all PAC partners for their continued efforts in advancing industry research.