2024 European Health & Fitness Market Report: Strong growth in memberships and revenues in 2023

2024 European Health & Fitness Market Report: Strong growth in memberships and revenues in 2023

(Source – EuropeActive)

EuropeActive, the leading European not-for-profit health and fitness association, and Deloitte recently unveiled the key findings of the 2024 European Health & Fitness Market Report (EHFMR), which shows a strong continued growth of the sector. This joint publication with Deloitte reflects EuropeActive’s effort to further strengthen its position as the knowledge centre of the European fitness and physical activity sector by providing reliable and sound market data.


According to the report, European memberships increased by roughly 4.7 million members or +7.5% from 62.9 million in 2022 to 67.6 million by year end 2023, surpassing the pre-COVID year 2019.


Total European revenues increased by +14 % to EUR 31.8 billion (CAD $46.5 billion) in 2023, also exceeding the record pre-covid year 2019. The number of fitness clubs slightly increased by 1.4 % to almost 65,000. 


The top 3 fitness operators per end 2023 in terms of membership were the same companies as last year; Basic-Fit (3.8 million), RSG Group (2.0 million) and PureGym (1.9 million).                                    


In terms of revenues the top 3 were;  Basic-Fit (€1,047 million), David Lloyd (€854 million) and PureGym (€621 million).


The 20 largest operators saw their membership numbers increase by almost 2 million or 13% to 17.4 million and they grew revenues to 6.2 billion or 19%.


In 2023, 12 major M&A transactions were completed, thus proving the continued interest of investors in acquiring shares in classic brick-and-mortar fitness companies. These transactions also underscore how club operators will continue to be at the heart of the sector’s ecosystem moving forward. 


The overall penetration of fitness club membership as % of total population in 2023 was 8.4% (7.9% in 2022), and 10.1% of the 15+ population (9.5% in 2022). These numbers show again the enormous growth potential that still exists for the sector.


This year’s chapter on the fitness ecosystem has been expanded, including some in-depth information about the growing intermediary market. An extensive chapter is also dedicated to the results of a large scale EuropeActive consumer research among 11,000 people in 19 countries conducted in January 2024 and including a comparison with the research results from 2022 and 2023, showing changes in consumer behavior and confirming that “hybrid” or “omni fitness” is here to stay.


The report also includes a full description of key operators and key countries.


Herman Rutgers, EuropeActive Ambassador and co-author of the report said: “The European Health & Fitness Market Report has become the gold standard for market research in the fitness and physical activity sector. Based on the growth shown in our research and the outlook for 2024 and beyond expressed by the operators we interviewed, we are confident to reach EuropeActive’s ambition of getting to 100 million members of health & fitness centres by 2030.” 


The 2024 European Health & Fitness Market Report represents the most comprehensive study on the European health and fitness market and serves as a valuable source of information for industry stakeholders. This project was made possible by the generous support of Basic-Fit, FIBO, Technogym, Myzone, Les Mills, Bhout, DHZ fitness and Life Fitness.


For more information visit EuropeActive.

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