ABC Fitness, the number one technology provider for fitness businesses everywhere, today released its Mid-Year 2026 Wellness Watch Report, “The Reinforcement Shift,” offering a data-backed look at how gym and studio engagement evolved during the first half of 2026. Based on proprietary ABC Fitness platform data and consumer research, the report finds that fitness consumers are increasingly prioritizing consistency, accountability, community and clearer value as operators navigate a more mature and retention-focused market.

ABC Fitness data shows that gym new joins declined 9% year over year, while check-ins increased 1% and cancellations rose 8%. The findings suggest that while fewer consumers are entering or staying with gyms, those who remain are maintaining consistent engagement. Among gym new joins, women represented 51% and men represented 49%, while Gen Z accounted for 46% of new joins, followed by millennials at 32%, Gen X at 13% and boomers at 7%.

Studios showed a different pattern, with new joins down 5% year over year, check-ins up 27% and cancellations down 6%. The strongest age-based momentum came from consumers ages 35 to 44, whose share of new joins increased 74% year over year.

The report also found that average monthly spend increased across fitness formats, rising 3% year over year in gyms and 9.7% year over year in studios. Enterprise gym members spent an average of $17 per month, small and boutique gym members spent $27 per month, and studio members spent $69 per month.

“Fitness consumers are no longer looking only for access, novelty or inspiration. They are looking for systems that help them keep going,” said Bill Davis, CEO of ABC Fitness. “In the first half of 2026, ABC Fitness data shows a market defined by reinforcement: accountability, consistency, community, technology and clearer value across gyms and studios.”

Community emerged as a central driver of engagement and long-term commitment. According to the report, 67% of members agree that community is the biggest driver of motivation and accountability in their fitness routine, up 12% year over year. Sixty-one percent say community leads to improved mental and emotional well-being, and 57% of active consumers agree that a fitness community significantly impacts long-term commitment to an active lifestyle.

The report also identifies active non-members as a meaningful growth opportunity for operators. These consumers are already engaged in fitness but are not committed to a membership or regular spend at a gym or studio. Compared with active consumers overall, active non-members are more likely to spend less than $25 per month on fitness, prefer fitness options within one mile and rely on outdoor or at-home routines. Seventy-seven percent of active non-members spend less than $25 per month on fitness, compared with 22% of active consumers overall, while only 1% use a health club or gym, compared with 40% of active consumers overall.

“The next phase of fitness growth will be built on consistency,” said Davis. “Operators who make it easier for members to return, stay accountable and see progress will be best positioned to earn long-term loyalty.”

The Mid-Year 2026 Wellness Watch Report points to three priorities for operators: reinforce repeat behavior, make value visible and clearly define their role in a portfolio fitness market. As consumers increasingly blend fitness options across gyms, studios, home and outdoor routines, operators that help members build habits, see progress and feel connected will be better positioned to improve engagement and retention.

Data in this report is pulled from proprietary ABC Fitness platforms between January 1 and May 31, 2026, and consumer research based on a year-over-year comparison of Active Consumer survey data collected in 2025 and 2026. The study was designed to identify meaningful shifts in behaviors, attitudes and motivations among active consumers, with particular emphasis on how the market evolved entering 2026.

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ABC Fitness is the number one technology provider for fitness businesses everywhere. From personal trainers, boutique studios, and gyms, to international franchise health clubs, ABC Fitness provides the technology and industry insights needed to move your business forward. ABC Fitness currently supports more than 40 million members, 30K+ fitness businesses and 80K+ coaches globally, processing over $14 billion in payments every year. Learn more at abcfitness.com.