New HFA data show third-quarter visitation rising 1.3%, bringing year-to-date visitation above 2025 levels.

WASHINGTON, DC, November 9, 2026 — US commercial fitness facilities saw foot traffic growth in the third quarter. The growth spread across most fitness segments and regions despite continued economic uncertainty, according to the latest Fitness Industry Traffic (FIT) Tracker from the Health & Fitness Association (HFA).

Average visits per facility rose 1.3% year over year in the third quarter. The rebound extended across three of the four major fitness segments and seven of nine US Census divisions. The third-quarter gains were consistent with the industry pattern where third-quarter traffic traditionally peaks.  The broad-based gains highlight the fitness industry’s continued resilience and growing momentum heading into the final months of 2026.

“These results suggest that commercial fitness is an established part of Americans’ routines, even as consumers navigate economic uncertainty and become more selective about discretionary spending,” said Greta Wagner, interim president and CEO of HFA. “When we look at these results combined with data showing record fitness facility membership, it points to an industry whose traditional seasonal rhythms are changing in large part due to consumers’ viewing fitness as part of preventative health.”

Boutique studios led third-quarter year-over-year growth in visits per location (+1.9%), followed by high-volume, low-price (HVLP) gyms (+1.5%) and mid-priced gyms (+1.4%). Studios recorded year-over-year gains in each of the first three quarters of 2026

Regionally, the Middle Atlantic recorded the strongest growth at 4.6%, followed by New England at 3.0% and East South Central at 2.8%. Overall, seven of nine Census divisions reported year-over-year visitation increases, demonstrating that the improvement extended beyond individual markets.

“The quarterly results are positive, and the longer-term picture is especially revealing,” said Anton Severin, HFA vice president of research. “Visits per location are well above 2019 levels at low-priced and mid-priced gyms. An analysis of monthly foot-traffic data dating back to 2017, covering more than 10,000 U.S. fitness facilities, reveals a substantial reduction in seasonal fluctuations. Between 2017 and 2019, facilities recorded about 15% more visits per location in the first quarter than in the average of the year’s remaining quarters. Between 2023 and 2025, that advantage had narrowed to less than 7%.”

The rebound comes as consumers continue to navigate inflation, weakening consumer confidence, and pressure on household budgets. Developed by HFA in partnership with Sports Marketing Surveys USA (a Buffalo Groupe company) and powered by Placer.ai, the FIT Tracker examines monthly and quarterly visitation, regional performance, average visit frequency and duration, and modeled visitor demographic profiles.

The quarterly report is available exclusively to HFA members.

For more information or questions, contact:
Anton Severin
Vice President of Research
aseverin@healthandfitness.org

About the Health & Fitness Association

The Health & Fitness Associationopens in a new tab (formerly IHRSA), a global community of industry leaders, is the only worldwide trade association providing a unified voice for the community of leaders who operate health and fitness facilities, offer professional guidance on physical activity, and provide the tools and equipment to do so to the millions of fitness facility members who understand that exercise improves their physical and mental health. Through advocacy, education, and research, the association speaks to opportunities, challenges, and changes that are moving the industry into a new era.

Founded in 1981, the association publishes a monthly magazine, Health & Fitness Businessopens in a new tab, and operates The HFA Showopens in a new tab, the HFA European Congressopens in a new tab, and the Fly-In and Advocacy Summit. The association also partners on events around the world, including Fitness Brasilopens in a new tab, ChinaFitopens in a new tab, Wellness & Fitness LATAM, opens in a new tabSPORTEC Japanopens in a new tab, and SPORTEC Thailandopens in a new tab, Follow the Health & Fitness Association on Facebookopens in a new tab, Instagramopens in a new tab, LinkedInopens in a new tab, Xopens in a new tab and YouTubeopens in a new tab.