Wellhub Report Finds Corporate Wellness Partnerships Boost Profitability and Retention
Krissy Vann | Host, All Things Fitness and Wellness
Corporate wellness partnerships are emerging as a key driver of growth for gyms, studios, and digital wellness providers, according to Wellhub’s Corporate Wellness Report 2025. The study, which surveyed more than 600 wellness operators across 10 countries, found that businesses engaged in employer partnerships are reporting stronger member retention, higher profitability, and greater confidence in expansion compared with traditional membership models.
The report indicates that 89 percent of operators experienced higher retention among members acquired through corporate programs, while 84 percent viewed these partnerships as effective for bringing in new members. Seventy-three percent reported increased profitability, with one in five citing significant improvements. Many operators pointed to the financial stability of employer contracts as a decisive factor, citing predictable revenue, improved utilization during off-peak hours, and higher lifetime value among members entering through workplace programs.
Daniel Mazini, Executive Vice President of Partnerships and New Ventures at Wellhub, said: “The corporate wellness industry is transforming, offering unprecedented opportunities for fitness and wellness operators, from big box gyms and full-service health clubs to boutique studios and digital apps. Our research confirms corporate partnerships are vital for this transformation, a growth engine helping businesses maximize capacity and secure their financial future.”
Steady revenue appears to be fueling expansion. Eighty-three percent of operators surveyed said they plan to open new locations in the coming year, 69 percent intend to expand internationally, and two-thirds expect to invest more than $25,000 in equipment upgrades. The global corporate wellness market is forecast to rise from $70.4 billion in 2024 to more than $106 billion by 2029, signaling faster growth than many other wellness segments.
Some leading brands have already tied corporate partnerships to measurable business results. “Partnering with Wellhub has been fantastic for Les Mills since 2022. They consistently contribute around 20% to our annual subscriber growth. Their team is incredibly collaborative and easy to work with,” said Merideth Harrington, Global Director of Digital Partnership Growth at Les Mills.
Xponential Fitness has also linked expansion to workplace programs. “Working with Wellhub has been exceptional—there’s truly no better partner for B2B opportunities in the wellness space. Accessing their vast and growing audience for lead generation and incremental revenue has been transformative for us. It’s a genuine win-win partnership: Wellhub members benefit from some of the industry’s best boutique fitness experiences, and our franchise owners gain valuable studio visits and memberships,” said Steve Pankowski, Executive Vice President of Strategic Partnerships at Xponential Fitness.
With employers placing greater emphasis on workforce wellbeing and operators pursuing new channels for predictable growth, corporate wellness partnerships are becoming a central element of the industry’s business model.
