2024 Latin America Fitness Consumer Survey

The 2024 Latin America Fitness Consumer Survey highlights a region where consumers prioritize health and fitness and favor fitness facilities for their structure and convenience. The full report dives into the vibrant fitness culture of major metropolitan areas in Argentina, Brazil, Chile, Colombia, Mexico, and Peru, offering actionable insights into consumer preferences and behaviors.

For fitness businesses looking to succeed in this dynamic market, understanding what drives consumers is essential. The insights provided in the report serve as a roadmap for businesses aiming to connect with Latin American consumers and capitalize on growing demand.

The full report is only available in English.

Preview the report for free in one of three languages:

Executive Summary in English
Executive Summary in Spanish
Executive Summary in Portuguese

Report highlights:

• Health and fitness facilities are at the heart of active lifestyles in major Latin American metro areas, with 61% of consumers exercising multiple times weekly and 78% working out at least a few times each month.
• More than half of active individuals use fitness facilities as their primary exercise location.
• Active consumers take a holistic view of fitness, citing improving and maintaining general health, supporting mental well-being, and boosting self-confidence as their top motivations for staying active.

The report covers:

• Health and wellness habits
• Motivations for exercise
• Preferences for exercise locations
• Membership trends in fitness organizations
• Use of wearable devices and fitness apps

Access to detailed cross-tabulations and demographic breakdowns are available upon request.

Methodology
The 2024 Latin America Fitness Consumer Survey, conducted by J. Wallin Opinion Research on behalf of the Health & Fitness Association and ABC Fitness, surveyed 3,699 consumers across major Latin American metropolitan areas. The sample included 2,984 individuals who exercise at least a few times per month. Fieldwork took place from September 18 to 24, 2024.