Emerging from COVID, the fitness and wellness industry has posted growth each year. Still, physical inactivity rates continue to rise worldwide.

This tension between achievement and opportunity defines our industry’s triumphs and challenges. Globally, the inactive population offers massive untapped potential.

Research from five reports this year analyzes the industry’s ongoing growth and the opportunity to reach the inactive majority.

US Posts Record Numbers

The fitness industry’s post-pandemic rebound isn’t just complete—it’s hitting all-time highs in the United States.

Per a Health & Fitness Association report, 77 million Americans belonged to a health club or studio in 2024. This represents 25% of the population aged six and older and a 20% increase from 2019. When including non-member users, facility utilization reached nearly 96 million Americans.

More broadly, the US wellness economy ranks first among all countries examined in a Global Wellness Institute report published earlier this year. The wellness economy in the US is valued at US$2 trillion, accounting for 32% of the global total. The average American spends more than $6,000 annually on wellness, proof of consumer demand.

The fitness and wellness industry is also surging outside of the U.S.

European Fitness Industry Reaches New Milestones

EuropeActive‘s 2025 report shows an expanding region:

• European fitness memberships reached 71.6 million in 2024, up from 67.7 million the previous year.
• Industry revenue climbed to €36 billion (US$39 billion), a 10% year-over-year increase.
• Europe’s fitness penetration rate hit 8.9%, surpassing pre-pandemic levels of 8.1%.

EuropeActive aims to reach 100 million fitness facility members by 2030, an ambitious but achievable target given current growth trajectories.

According to GWI estimates, the European wellness economy is valued at US$1.65 trillion, representing 26% of the global wellness economy.

Growth and opportunities also prevail in the Middle East & North Africa (MENA) region.

Wellness Booms in Saudi Arabia & UAE

The MENA wellness economy, valued at $165 billion, posted the strongest post-pandemic recovery worldwide. In Saudi Arabia and the UAE, the wellness economy skyrocketed by 166% and 158%, respectively, when comparing 2023 to 2019 levels.

The MENA market is prime for continued expansion. Earlier this year, a GymNation report showed that 56% of Saudi and 58% of UAE consumers reported no gym membership in the previous 12 months. However, 82% describe themselves as “somewhat active,” with 79% working out twice weekly or more.

Despite improving fitness participation numbers, physical inactivity rates keep growing to alarming levels.

The Physical Inactivity Crisis Reaches New Depths

The industry’s growth is impressive, but it exists alongside a troubling trend.

In the US, despite record gym membership growth, the CDC estimates that three in four Americans still don’t meet recommended physical activity guidelines. Meanwhile, the WHO reports global physical inactivity rates grew from 26% in 2010 to 31% in 2022. This number could hit 35% by 2030.

Globally, the physically inactive population is expected to reach twice the current adult population of India, per McKinsey’s estimates.

McKinsey’s latest sporting goods report highlights forward-thinking brands addressing barriers to physical activity:

• Adidas’ “Stay In Play” line encourages young women to stay active during their menstrual cycles by offering activewear with leak-proof technology, addressing a common barrier to regular exercise.
• New Balance’s “Run Your Own Way” campaign empowers individuals of all body types, abilities, and backgrounds to define running on their own terms, reducing intimidation and encouraging broader participation.
• Asics’ “The Desk Break” promotes accessible, low-barrier movement breaks during the workday, making regular physical activity more achievable for office workers and sedentary populations.

These approaches demonstrate pathways to engage inactive population segments through targeted solutions.

An Opportunity; A Calling

The fitness industry is at a unique juncture. While the market continues to record impressive growth, global inactivity rates keep increasing. Physical inactivity poses an existential challenge to the fitness business. We need people to not only move and move often, but to also enjoy regular physical activity. The future of our industry hinges on this desire increasing on a societal scale.

Success will belong to operators who can figure out how to make exercise fun and accessible to underserved groups. This involves innovating beyond traditional offerings, expanding strategically into untapped markets, and creating frictionless entry points for the inactive population. The opportunity (and calling) lies in cultivating experiences and initiatives that convert inactive consumers into regular exercisers.

What effective initiatives have you seen or implemented to address barriers to physical activity?