ABC Fitness Finds Community is Powering the Next Phase of Growth
Krissy Vann | Host, All Things Fitness and Wellness
Community is no longer a buzzword. It is the business model. According to The Wellness Watch: ABC Fitness Industry Insights Report 2025, connection is now a measurable force driving both acquisition and retention across gyms and studios.
The report’s Q3 findings show that 57 percent of active consumers cite social interaction and connection as their primary motivation for joining a fitness community. Engagement continues to climb, with 43 percent of active consumers reporting increased participation in fitness communities this year. Millennials lead that growth at 41 percent, while nearly one in three Gen Z and Millennial members engage daily. In contrast, Gen X and Boomers lean toward smaller instructor-led groups where familiarity and accountability drive commitment.
Momentum is also evident inside facilities. Gym and studio check-ins increased 5 percent year over year in Q3, with studios up 6 percent and gyms up 4 percent. Big box gyms saw a 10 percent rise in new joins during the summer period, while studios experienced a 4 percent decline. Younger members are fueling the surge, representing 60 percent of new joins at big box gyms and 31 percent at studios.
Behind the numbers is a clear portrait of today’s active fitness consumer. Half are single, one-third are aged 25 to 39, 60 percent live in urban centers, and 45 percent earn between $40,000 and $80,000 annually.
“Members who feel connected stay longer, spend more, and bring others with them,” said Bill Davis, CEO of ABC Fitness. “As the industry faces disruption, the future belongs to fitness businesses that invest in authentic, tech-enabled communities.”
ABC Fitness notes that the next wave of success will belong to operators who merge digital touchpoints with in-club experiences. Those who productize community and use technology and AI to strengthen it are already seeing steadier engagement through seasonal fluctuations. The data suggests that belonging is not only an emotion but a measurable business advantage.
