State of the Industry

State of the Industry
By Erin Phelan

By Erin Phelan

Fitness Industry Council of Canada

Did you know that the number of fitness members joining online has increased dramatically since COVID? Did you know that women spend on average more than men in the gym? Did you know that cold plunging and infrared sauna for recovery might be a growing trend worldwide, but we aren’t seeing a huge demand for them in our Canadian facilities?


As we prepare for an exciting global fitness conference at canfitpro 2023, Fitness Industry Council of Canada (FIC) will report on the State of the Industry, including ongoing lobbying efforts, how we continue to support, promote and protect the Canadian fitness industry and where we are heading for the remainder of the year as we look ahead to 2024 and beyond.


In our State of the Industry survey we have seen that while the CEBA loan repayment deadline is a pressing concern, many fitness facility operators are confident that the industry is moving in the right direction – and FIC is galvanizing the industry to make our message as clear as ever before: Fitness facilities are essential for Canadians, who use them daily to improve their physical, mental  and social health.


“Many within our industry came together out of necessity in COVID, but now we are standing together with a greater purpose,” says Gabriel Hardy, Executive Director of Fitness Industry Council of Canada. “When we were closed, we worked behind the scenes, lobbying the government that physical activity is essential for the health of Canadians. You only have to look at our success in British Columbia and in Saskatchewan where our consistent effort over many months helped stop a proposed tax on fitness, to see that small actions yield big results. Now, we are building an even stronger vision.”


Some data points FIC will present at canfitpro 2023


  • The global health and fitness market continues to grow in 2023 and the demand to use our facilities to improve health is high.
  • Many members now have more than one membership, or have multiple memberships.
  • Gen Z is the fastest growing demographic, but older clients stay longer with one facility.
  • Hybrid fitness is here to stay but members want to be back in the gym.
  • 84% of fitness facilities offer group fitness classes, which have grown in popularity.
  • Canadian fitness leaders are highly optimistic for the future of fitness.


The power of the Fitness Industry Council of Canada is simple: We are stronger together.  


The Canadian fitness industry is full of hope and a deep conviction to helping Canadians achieve lasting health through physical activity. “When I speak with our members, I am blown away by their resilience and optimism,” says Hardy. “We know that the last few years have been incredibly hard. But we are still standing. And the future is very bright.”


As we prepare for Canada’s biggest fitness event of the year, Fitness Industry Council of Canada is inviting all fitness professionals to come to the State of the Industry where we will present a panel discussion from exceptional leaders such as Hexfit, Matrix, and Flex for Access on where the fitness industry stands today, and the incredible opportunities that lie ahead.

State of the Industry, presented by FIC, takes place Friday August 18th, 2023 from 4:00-5:30 PM at the Metro Convention Centre. Room TBD.


To register for canfitpro 2023, click here.

For free trade show access passes, click here.

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.

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