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The 2023 U.S. Health & Fitness Consumer Report
This publication provides demographics and consumer participation data on American health and fitness facility users. This product is a PDF download.
Note: A newer version of this annual report is now available.
Non-member price is $199.95. Member discounts will show in cart.
The 2023 U.S. Health & Fitness Consumer Report provides an in-depth look into America's active consumers, specifically those who use a health club, gym, or studio. This data serves as a valuable resource as you evaluate the opportunities in changing habits and needs of consumers to ensure your business’s direction will lead to an even more profitable future for your company.
“We have good news for the U.S. fitness industry: memberships and facility users climbed to record numbers in 2022. What an amazing display of resiliency! It’s obvious that the experts underestimated not just how the pandemic would awaken consumers’ desire to focus on health and wellness but also the adaptability and tenacity of operators in the health and fitness industry.”
Liz Clark, President & CEO
IHRSA - Boston, MA
After several years of pandemic-induced uncertainty and negative predictions for the industry, this report proves otherwise. Members increased by 3.7% to 68.9 million consumers ages six and older, and overall facility users climbed 8.1% to 82.7 million people. The past few years led to new consumer behavior, and understanding those behaviors is key to future success.
The report identifies:
member growth rate by facility type,
attendance by facility type and membership tenure,
equipment utilization and activity participation,
personal training and small group training use, and
member demographics.
A deeper look into the data highlights specific trends, including:
a drop in the age of the average member,
a slight uptick in average attendance,
visit rates are highest among older members and lowest among young adults,
growth in Hispanic membership, and
an increase in average membership dues.
In 2022, Sports Marketing Surveys USA conducted 18,000 online interviews with a nationwide sample of Americans six and older. This report concentrates on the active consumer and member—i.e., someone who used a health or fitness facility within the past 12 months.
