Fitness Operators Report Double-Digit Revenue Growth in HFA Global Survey
Krissy Vann | Host, All Things Fitness and Wellness
Fitness operators reported continued growth in revenue and membership in 2025, while developments across several countries point to a broader role for physical activity within healthcare and prevention strategies, according to the Health & Fitness Association’s 2026 Global Report.
Among operators responding to HFA’s Global Survey, median revenue increased 10.7% in 2025 and median net membership grew 6.1%. The median EBITDA margin among respondents reached 22.1%.
The survey included 244 operators representing nearly 27,000 fitness facilities worldwide. The broader annual report covers 33 countries and includes more than 200 operator profiles, combining operator-submitted data with HFA research, independent audits, third-party studies and information from national fitness federations, trade groups and local market experts.
The results provide another indication of the fitness sector’s post-pandemic growth, although the survey figures represent participating operators rather than the global industry as a whole.
“The global fitness industry is growing, but the larger story is how the role of physical activity in people’s lives is entering an important new chapter. Growth is strong, but what is equally significant is the expanding recognition of physical activity as essential to long-term health and well-being,” said HFA Interim President and CEO Greta Wagner. “Consumers are increasingly prioritizing strength, mobility, healthy aging, and connection, while governments and health systems are beginning to recognize how structured physical activity can support prevention. This creates an extraordinary opportunity for fitness facilities, not only to serve more people but also to become an integral part of the global health and wellness ecosystem.”
HFA identified markets with relatively low fitness penetration as potential areas for continued expansion. India has an estimated 13.65 million fitness members and 49,300 facilities, but penetration remains at 0.9%. The report projects annual membership growth of 11% and revenue growth of 15% through 2030.
China has an estimated 50 million members and approximately 50,000 facilities, with penetration at 3.6%. According to HFA, the Chinese market is also shifting toward smaller facilities, lower-priced memberships, 24-hour operations and more flexible formats. Brazil’s latest available figures show approximately 14.7 million members and more than 45,000 facilities, representing 7% penetration.
Operators surveyed by HFA also reported a positive outlook for 2026. Approximately 92.3% expect revenue to increase this year, including 70.9% anticipating growth of more than 5%. More than 85% expect membership to increase, while 83.4% expect EBITDA growth and 57.7% anticipate EBITDA increasing by more than 5%.
That outlook is also translating into planned investment. Two-thirds of respondents expect to increase technology spending, 60.7% plan to increase marketing spending and 45.8% expect staffing levels to rise.
Beyond operator performance, the report points to developments that could affect how fitness businesses interact with healthcare systems and public health policy.
In the United States, Medicare now reimburses standardized physical activity assessments as part of the Annual Wellness Visit. Australia has reintroduced private health insurance rebates for selected therapies including Pilates. In Japan, certain expenses at government-certified exercise therapy facilities can qualify as tax-deductible medical expenses. Agreements in the Netherlands are also encouraging collaboration among municipalities, healthcare providers, sports organizations and fitness operators.
The policies differ significantly in structure and scope, and they do not represent a uniform shift toward healthcare integration across markets. However, they provide examples of physical activity being incorporated more formally into prevention and health frameworks.
For fitness operators, that development could have implications beyond membership growth. Greater integration with healthcare and prevention could create opportunities for facilities to work with healthcare providers, insurers and public agencies, while potentially placing greater importance on measurable outcomes, professional standards and evidence-based programming.
The combination of revenue and membership growth, continued investment and emerging healthcare integration suggests the industry is expanding on two fronts: as a consumer fitness market and, in some countries, as a potential component of broader prevention and long-term health strategies.
