A new mid-year industry report from ABC Fitness suggests the fitness industry is entering a more retention-focused phase, with consistency, accountability and community becoming increasingly important drivers of member engagement.

Drawing on proprietary platform data and consumer research, the 2026 Mid-Year Wellness Watch Report, titled The Reinforcement Shift, examines fitness trends during the first five months of 2026 across gyms and studios.

Member Engagement Remains Strong

According to the report, new gym memberships declined 9% year over year, while check-ins increased 1% and cancellations rose 8%. Studio operators saw a different trend, with new memberships down 5%, check-ins up 27%, and cancellations decreasing 6%.

ABC Fitness says the findings suggest that while fewer consumers are joining fitness facilities, those who remain are engaging more consistently.

Among new gym members, Gen Z represented 46% of new joins, followed by millennials at 32%. Studios experienced particularly strong growth among adults aged 35 to 44, whose share of new memberships increased 74% year over year.

Spending and Community Continue to Grow

The report also found that average monthly spending increased across all facility types, rising 3% at gyms and 9.7% at studios.

Community also emerged as a significant factor influencing long-term participation. According to ABC Fitness consumer research, 67% of members identified community as their biggest source of motivation and accountability, while 61% said it contributes to improved mental and emotional well-being. More than half (57%) said being part of a fitness community positively influences their long-term commitment to an active lifestyle.

“Fitness consumers are no longer looking only for access, novelty or inspiration. They are looking for systems that help them keep going,” said Bill Davis, CEO of ABC Fitness. “In the first half of 2026, ABC Fitness data shows a market defined by reinforcement: accountability, consistency, community, technology and clearer value across gyms and studios.”

Opportunity Beyond Traditional Memberships

The report also identifies active non-members as a potential growth opportunity for fitness operators. These individuals participate in physical activity but have not committed to a gym or studio membership, often favouring outdoor exercise or home workouts while spending relatively little on fitness services.

According to the report, 77% of active non-members spend less than $25 per month on fitness, compared with 22% of active consumers overall, and only 1% currently use a health club or gym.

ABC Fitness concludes that as consumers increasingly combine gym memberships with home workouts, outdoor activities and boutique experiences, operators that help members build consistent habits, demonstrate value and foster stronger community connections may be better positioned to improve long-term engagement and retention.