Top Fitness Industry Trends to Know for 2024

Keep a pulse on the latest fitness industry trends and anticipate the shifts that will shape your club’s strategies. Set your club up for success in 2024 with insights into revenue streams, membership growth, and program performance.

Check-ins increased by 7% in Q2 2024, indicating high member engagement and a preference for in-person activities going into the summer months. Overall, active memberships dropped by 5% in Q2, with a net 1% decrease in total members. A 1% year-over-year decrease between quarters is very minimal, meaning that clubs are pacing nearly the same as they were at the same time last year.

Club Automation users reported continued revenue growth in Q2 2024, with a 5% increase in total sales revenue compared to Q2 2023. Building on Q1’s revenue growth, personal training appointments and camps were strong revenue drivers in Q2 2024. These shifts in membership and revenue trends highlight the importance of continuously adapting outreach and offerings to meet member needs. While check-ins and total sales revenue grew, there’s work to be done in Q3 2024 when it comes to increasing active and total members.

1. Check-ins increased 4%
2. Active members (people) increased 8%
3. Active members (households) increased 12%
4. New members increased 13%
5. Total members increased 7%

• Total sales revenue increased 6% 

1. Check-ins increased 7%

2. Active members decreased 5%

3. Total members decreased 1%

• Total sales revenue increased 5%

1. Check-ins increased 9%
2. Terminated members decreased 6%
3. Active members increased 1%
4. Total members increased 1%

1. Total sales revenue increased 7%
2. Personal training appointment revenue increased 7%
3. Program revenue increased 4%
4. Locker rental revenue increased 17%
5. Pro Shop POS revenue increased 10%

We analyzed the performance of 880+ Club Automation users to understand the wins and challenges they experienced in 2023. The results show the fitness industry is growing. As you explore the results below, you’ll notice a common theme: growth opportunity. In 2023, the fitness industry experienced consistent year-over-year growth across the board. These trends open the door for innovative engagement strategies and member experiences in 2024.

1. Total members increased 4%

2. Active members increased 5%

3. New members decreased 6%

4. On hold members decreased 3%

5. Terminated members increased 8%

6. Program registrations increased 10%

7. Facility check-ins increased 14%

1. Total sales revenue increased 12%

2. Membership revenue increased 14%

3. Group activity revenue increased 16%

4. Program revenue increased 6%

5. Appointment revenue increased 10%

6. Pro Shop revenue increased 14%

The evolution of the health and wellness market over the last three years has been a continuous topic of discussion, speculation, and anticipation. Club owners are adapting to shifting community needs to meet growth goals.

It’s not easy to predict which revenue streams will drive your club’s growth. Looking back at 2023, trends signal the importance of quality programming and point-of-sale offerings. 75% of consumers prioritize wellness and they’re willing to pay more for memberships that offer them true value. Retaining these members and reaching prospects with similar needs is a recurring opportunity in a market of continuous change.

The momentum behind current wellness trends is here to stay. Your club’s responsiveness will determine how successful you are. Leverage your club’s revenue drivers and invest in your team and technology to stay competitive in 2024.

It’s never been easier to convert a lead into a member. Engage prospective members with Club Automation’s innovative outreach and membership sales tools. Schedule a demo and let’s grow your gym together.