While Gen Z leads gym engagement, gym usage among parents has surged. 58% of consumers with children under 18 used gyms in September 2024, up from 49% in August 23. Brands can capitalise on this by adapting services to their needs (eg childcare, postnatal exercise courses).
With slowing inflation, well-off consumers are another growing user group. 53% of financially healthy Germans used health and fitness clubs, up from 41% in August 23. However, rising costs over the past two years have strained some household finances, necessitating ongoing support for less affluent users.
Despite increased participation, 59% of financially healthy users are considering cancelling their membership/third party online subscription service in the next 12 months (vs 40% of those with tight finances*). Yet, 68% of users considering cancelling plan to spend more money at health and fitness clubs, indicating that well-off users seek gyms providing additional services. Brands can build loyalty by offering upgrades such as lifestyle coaching.
Focusing on social aspects can boost user satisfaction. Gyms can build a community by offering competitive activities. Moreover, AI advancements offer chances to tap into more engaging and tailored fitness tools longer-term. Gyms need to monitor AI developments to enhance personalisation and stay ahead in technology.
As inflation slows, gyms can enhance their offerings with services like lifestyle coaching to offer upgrades to affluent users, thereby increasing consumer loyalty.
Silvia Hondt, Senior Research Analyst
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