By Erin Phelan
Fitness Industry Council of Canada
Look around your gym.
Not at the regulars. Look at that member over there…the one you don’t often see.
The one who slips in quietly. The one who heads straight for the treadmill. The one who isn’t quite sure they belong.
That person has made a brave decision.
They have decided to take their health into their own hands.
They may be trying to lower their blood sugar. Reduce their risk of heart disease. Recover from cancer treatment. Improve their mental health. Lose weight. Gain strength. Stay independent as they age.
Their goal is personal.
But together, they represent something much bigger.
They represent the opportunity that has always existed within the fitness industry. We just haven’t always seen it. Canadians know they need to exercise—the issue isn’t awareness anymore.
It’s participation.
And we have the opportunity to change that.
This Saturday, Canadians will celebrate National Health and Fitness Day.
Established by Parliament in 2014, National Health and Fitness Day was created to encourage Canadians to become more physically active and inspire communities to make recreation, sport, and fitness a priority, with the lofty goal of making Canada the fittest nation on earth by 2030.
More than a decade later, its mission has never been more important—and we still have a lot of work to do.
The Big Picture
At first glance, the statistics surrounding physical activity in Canada can feel discouraging.
Less than half of Canadian adults achieve the recommended amount of physical activity each week.
But it depends on how you choose to look at the glass.
You can look at it half empty and focus on the fact that more than half of Canadians are not moving enough to support their health.
Or you can look at it half full and recognize something equally important: nearly half of Canadians are making physical activity part of their lives, and that number is moving in the right direction.
The fitness industry has a lot to do with that.
Every day, facilities across Canada are filled with people exercising to improve their blood sugar and better manage diabetes. Others are lifting weights so they can tackle the trek through South America they’ve been dreaming about for retirement. Some are walking on a treadmill to manage depression. Others are joining a group fitness class because it is the one hour of the day when they feel supported, connected, and strong.
When we look at each member, their why is unique to them.
But when we look at the industry as a whole, our why is collective.
We are changing lives, every single day.
By the Numbers: Why Physical Activity Matters
Canada faces both a significant challenge and a significant opportunity.
Recent data shared by Fitness Industry Council of Canada Executive Director Zach Weston at Impact Magazine’s annual gala highlights just how important physical activity has become, not only for individual health, but for our economy, healthcare system, and communities.
46%
- Canadian adults who meet recommended physical activity guidelines.
- Nearly half of Canadians are already making movement a priority.
9.6 Hours
- The average amount of time Canadians spend sedentary each day.
- That’s nearly 10 hours daily, not including sleep.
$3.9 Billion
- The estimated annual cost of physical inactivity to Canada’s healthcare system.
- These costs include chronic disease management, obesity, and mental health challenges.
$14.30
- The estimated return generated for every $1 invested in preventative health initiatives.
- Physical activity isn’t simply good for people, it’s good economics.
Decade-Low Churn
- Canadians are staying active longer.
- Fitness membership retention has reached its strongest levels in years.
Fitness Is Becoming a Protected Spend
- Consumers are more likely to cut dining out, travel, entertainment, and clothing before cutting fitness expenses.
- Increasingly, Canadians view fitness as an investment rather than a luxury.
49%
- Nearly half of fitness facility members are under age 35.
- Gen Z now leads all demographic groups in fitness facility participation.
Active Aging Is Growing
- Canadians aged 65 and older represent one of the fastest-growing participation groups.
- More older adults are embracing exercise as a pathway to independence, mobility, and quality of life.
Strength Continues to Win
- Free weights, resistance machines, and strength training remain among the most popular fitness activities.
- Personal training and small-group training participation continue to expand.
These numbers tell an important story.
Canadians are not simply buying gym memberships.
They are investing in strength, health, mobility, confidence, coaching, community, and longevity.
That shift matters.
For years, fitness was often viewed as discretionary spending—a nice-to-have that could be cut when times became challenging. Today’s consumer sees things differently. When households are forced to tighten their budgets, they are more likely to reduce spending on restaurants, vacations, and entertainment before eliminating fitness expenses.
That is a remarkable shift in mindset.
It suggests that more Canadians are beginning to see physical activity not as a luxury, but as an essential investment in their future health.
The implications extend far beyond our industry.
Canada cannot healthcare-system its way out of a physical inactivity crisis.
We need prevention. We need movement. We need communities where physical activity is accessible, welcoming, and encouraged.
This is where the fitness industry has an opportunity, and a responsibility, to lead.
Every operator who opens the doors before sunrise, every trainer who helps a beginner feel comfortable, every instructor who creates a sense of belonging, every municipality that invests in recreation, and every supplier that helps build better fitness spaces is contributing to something much larger than a workout.
They are helping build a healthier Canada.
The senior who avoids a fall.
The member who lowers their A1C.
The cancer survivor who regains strength.
The teenager who discovers confidence through movement.
The working mother who finds stress relief through exercise.
The new member who walks through the door feeling uncertain and leaves feeling empowered.
These stories happen every day in fitness facilities across the country.
They rarely make headlines.
But they should.
National Health and Fitness Day is more than a celebration of exercise. It is a reminder that movement remains one of the most powerful tools we have to improve physical health, support mental wellbeing, reduce healthcare costs, and strengthen communities.
It is also a reminder to look again at the member we do not always see.
The person in the back corner of the gym may be the future of our industry.
They may also be the clearest example of why our work matters.
Because when that person keeps coming back, everything changes.
Their health changes.
Their confidence changes.
Their family changes.
Their future changes.
That is what our industry does for Canada.
And this Saturday, that is worth celebrating.
NATIONAL HEALTH AND FITNESS DAY: OPERATOR ACTION TOOLKIT
June 6 is more than an awareness day—use it to build participation, strengthen community, and grow your business.
✓ Open your doors to the community
✓ Create Bring-a-Guest opportunities
✓ Invite former members back
✓ Offer introductory strength training sessions
✓ Host beginner-friendly classes
✓ Create family-friendly movement opportunities
✓ Celebrate member success stories
✓ Participate in FIC’s Be A Positive Influencer campaign
✓ Introduce someone to fitness for the first time
National Health and Fitness Day belongs to Canadians. Bringing it to life belongs to our industry.
Fitness Industry Council of Canada (FIC) is the not-for profit trade association that represents the voice of fitness facility operators across Canada. Representing more than 6,000 facilities with more than six-million members nationwide, FIC pursues a legislative agenda in the hope of bettering the fitness industry for both consumers and operators. FIC aims to work with both industry and government to improve the health and physical activity levels of Canadians.
