By Erin Phelan
Fitness Industry Council of Canada
As we reach the midpoint of 2025, one thing is clear: exercise remains one of the most powerful, underused tools in Canadian health care. It prevents disease, boosts mental health, extends lifespan, and reduces healthcare costs. And yet—most Canadians remain drastically underactive.
Despite more than $500 million in federal investments over the last decade—through initiatives like ParticipACTION, the Healthy Canadians and Communities Fund, and the Community Sport for All Initiative—participation still lags. Fewer than half of Canadian adults and youth met national physical activity guidelines even before the pandemic. Today, teen girls are among the least active groups, with only 30.7% meeting daily movement targets.
Meanwhile, U.S. gym participation is rising, with over 25% of Americans now holding memberships—compared to just 16–18% in Canada.
Exercise is the most powerful medication on the planet—and Canadians are underdosed.
Where Fitness Facilities Fit In
A recent international Portas study shows that gym members are 56% more likely to meet WHO activity guidelines—and in Canada, that jumps to 84%. The takeaway? Fitness facilities are not just recreational—they’re essential to public health.
Clinical Breakthroughs: Fitness as Medicine
Cancer Recovery
At this year’s American Society of Clinical Oncology (ASCO) meeting, the CHALLENGE trial showed that structured exercise reduces colon cancer recurrence by 28% and death by 37% in survivors.
“Better than a drug,” said Dr. Julie Gralow of ASCO—no side effects, low cost, massive impact.
What it means for fitness professionals:
There’s a growing opportunity to offer evidence-based oncology programs. Staff training, clinical collaboration, and certification can position your gym as a cancer recovery hub.
Brain Health
A 2025 Johns Hopkins study found that just 35 minutes of moderate-to-vigorous activity per week reduced dementia risk by 41%. Exercise is now widely recognized for its neuroprotective and cognitive benefits.
Opportunity: Create brain-focused fitness programs—from dual-task training to balance and coordination classes for older adults. This opens the door to aging populations and preventative care markets.
Wearables & AI for Early Detection
New research shows that wearables can detect early signs of metabolic syndrome—like obesity, diabetes, and hypertension—through simple movement data and verbal inputs, with over 80% accuracy.
Opportunity: Partner with tech providers to integrate wearable tracking and AI analytics into coaching and programming. This adds clinical value, enhances personalization, and improves retention.
HIIT, MICT & Member Education
HIIT continues to outperform in boosting cardiovascular health and VO₂ max. But Moderate-Intensity Continuous Training (MICT) remains critical for long-term health and weight control.
Strategy: Offer hybrid programming that includes both HIIT and steady-state options. Help members understand what works best for their goals, health status, and stress levels.
A Call to Action
Canada’s fitness sector is sitting on a goldmine of science, infrastructure, and momentum. Now’s the time to act.
Here’s how:
- Join the Fitness Industry Council of Canada (FIC): We’re actively lobbying to make gym memberships a deductible medical expense—a policy change that could transform access and affordability.
- Share your success stories: How is your facility impacting lives? Send testimonials, programs, or initiatives to communications@ficdn.ca.
- Stay evidence-based and inclusive: Keep evolving. Reflect new research in your programs. Tailor offerings to diverse groups—from youth to older adults to clinical populations.
Together, We Move Canada Forward
At the Fitness Industry Council of Canada (FIC), we’re committed to helping facilities thrive while improving the health of Canadians. Whether it’s one member, one class, or one data-driven program at a time—the fitness industry can help rewrite the future of health care.
Let’s move the needle.
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.
