Europe Report Shows a Vibrant, Growing Industry

The recently released European Health & Fitness Market Report 2025, a collaborative effort between EuropeActive and Deloitte, indicates that the fitness industry in Europe is still on a growth trajectory.

The report, the 12th edition in the series, presents a comprehensive overview of the sector, highlighting key trends, consumer behaviors, and investment activities shaping the industry.

The bottom line is that the European health and fitness market, valued at €36.0 billion, continues to demonstrate resilience and growth as it embraces wellness services and preventative healthcare.

The report also highlights the changing dynamics in consumer preferences. After a period where home workouts gained prominence, particularly during and immediately after Covid, fitness facilities are once again the preferred location for those engaged in physical activity. An increased interest in strength training, which is also present in other major markets, is a factor, as are the benefits that come with the community provided by fitness facilities.

Another finding of the report is that location has taken a more prominent role in consumer preference, as consumers prioritize convenience and accessibility. Price matters, but consumers are prioritizing the value they get for their money, which is also tied to opening hours and quality of equipment.

M&A Change the Landscape

Mergers and acquisitions activity remains a significant feature of the European fitness market. In 2024, 30 transactions involving brick-and-mortar club operators resulted in the transfer of over 669 clubs across 14 European countries.

These transactions indicate a trend toward consolidation and strategic repositioning within the industry, as larger players seek to expand their reach.

The report also highlights several other significant transactions in the global fitness sector that affected the European market:

• The merger of US-based fitness and wellness operators Self Esteem Brands and Orangetheory Fitness, creating Purpose Brands.
• The acquisition of US-based Blink Fitness by UK-based fitness operator PureGym.

Germany as a Key Market

The report provides a specific focus on Germany, illustrating several key trends in the German market, including:

• €5,820 million in total revenue;
• 11,710,000 members of fitness facilities;
• 9,127 fitness facilities; and
• A penetration rate of 13.8%, higher than the rest of Europe but below the US rate of 25%, per the HFA.

The largest brands in Germany include clever fit (448 facilities), followed by RSG Group (214), EASYFITNESS (205), and LifeFit Group (171). Other major players include all inclusive Fitness, ACISO, Kieser, and FitX.

To purchase the report, go to europeactive.eu.