Report Finds New Membership Growth Slowing Across Gyms and Studios
Krissy Vann | Host, All Things Fitness and Wellness
A new report from ABC Fitness suggests the fitness industry is entering a more retention-focused phase, with member engagement remaining steady even as new memberships slow.
Drawing on proprietary platform data collected between January and May 2026, along with year-over-year consumer research, ABC Fitness found that gym new joins declined 9 percent compared with the same period last year. At the same time, gym check-ins increased 1 percent while cancellations rose 8 percent.
The data suggests that while fewer consumers are joining gyms, those who remain are continuing to use their memberships consistently.
Studios showed a different trend. New joins declined 5 percent year over year, but check-ins increased 27 percent while cancellations fell 6 percent. The strongest growth in new studio memberships came from adults between the ages of 35 and 44, whose share of new joins increased 74 percent year over year.
The report also found consumers are spending more on fitness. Average monthly spend increased 3 percent in gyms and 9.7 percent in studios. Enterprise gym members spent an average of $17 per month, members at small and boutique gyms averaged $27 per month, while studio members spent an average of $69 per month.
"Fitness consumers are no longer looking only for access, novelty or inspiration. They are looking for systems that help them keep going," said Bill Davis, CEO of ABC Fitness. "In the first half of 2026, ABC Fitness data shows a market defined by reinforcement: accountability, consistency, community, technology and clearer value across gyms and studios."
Community also emerged as a key factor influencing long-term participation. According to the report, 67 percent of members said community is the biggest driver of motivation and accountability in their fitness routine, an increase of 12 percent from the previous year. Sixty-one percent said community contributes to improved mental and emotional wellbeing, while 57 percent agreed it plays a significant role in maintaining an active lifestyle over the long term.
The report also identified active non-members as a potential opportunity for fitness operators. These consumers are physically active but have not committed to a gym or studio membership. According to the research, 77 percent spend less than $25 per month on fitness, compared with 22 percent of active consumers overall. Just 1 percent reported using a health club or gym, compared with 40 percent of active consumers.
"The next phase of fitness growth will be built on consistency," said Davis. "Operators who make it easier for members to return, stay accountable and see progress will be best positioned to earn long-term loyalty."
ABC Fitness concluded that operators should focus on reinforcing repeat behaviors, demonstrating value beyond price and clearly defining their role as consumers increasingly combine gyms, studios, home workouts and outdoor activities as part of their fitness routines.
The Mid-Year 2026 Wellness Watch Report is based on data collected through ABC Fitness platforms between January 1 and May 31, 2026, as well as year-over-year survey data examining changes in consumer attitudes, behaviors and motivations.
