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The 2024 U.S. Health & Fitness Consumer Report
This downloadable report provides a comprehensive overview of how Americans engaged with fitness facilities in 2023.
Non-member price is $399. Member discounts will show in cart.
After a year of strong recovery and expansion, the 2024 U.S. Health & Fitness Consumer Report reveals that fitness facility memberships reached an all-time high of 72.9 million in 2023, reflecting a 5.8% year-over-year increase. Additionally, the total number of facility users grew by 9.7%, highlighting a renewed focus on health and wellness across the nation. Understanding these evolving consumer behaviors is essential for ongoing success in the industry.
“Last year’s robust growth underscores the increasing demand for fitness services nationwide. As more Americans recognize the benefits of fitness for both physical and mental health, our industry continues to play a vital role in promoting healthier lifestyles across the country.”
Liz Clark
HFA President & CEO
The report covers:
- Membership growth by facility type
- Attendance trends and retention rates
- Personal and small group training participation
- Membership fees and spending patterns
- Demographic insights, and more
Key trends include:
- Significant engagement from Hispanic members
- A shift toward specialized fitness experiences
- Shorter membership tenure among younger members
- A rise in low-frequency attendance, and much more
