The global health and fitness club market is projected to grow from $102 billion in 2024 to $235 billion by 2034, driven by a rising global demand for wellness and tech advancements, among other factors
The business of fitness is entering a new phase, and for gyms and clubs, there’s more good news ahead.
A new report from Allied Market Research projects the global health and fitness club market will grow from $102.3 billion in 2024 to $234.8 billion by 2034, reflecting a compound annual growth rate of 8.8%.
Athletech News breaks down some of the factors projected to drive growth in the years ahead.
Tech, Gen Z Fuel Adaptive Wellness
Allied credits the industry’s surge to rising health awareness, busier urban lifestyles and a growing focus on preventive care. Consumers are gravitating toward personalized programs, group classes and flexible memberships, while technology (from wearables and fitness apps to hybrid and virtual training) continues to widen access and engagement.
Gen Z’s comfort with AI and data is also driving a new era of adaptive wellness.
“They expect real-time recommendations that shift with their data,” Lifesum chief experience officer Lars Hansson told ATN, noting that younger users see nutrition, recovery and performance as parts of the same system.
Fitness Is Going Global
The report identifies membership fees as the dominant revenue segment, with steady expansion expected across regions including North America, Europe and Asia-Pacific. The U.S. remains the most mature market, leading in memberships and revenue, while Asia-Pacific and the Middle East are the fastest-growing regions, fueled by urbanization, middle-class expansion and national investments in lifestyle infrastructure.
Brands are already moving to capture that growth. Body Fit Training (BFT), the Xponential Fitness–backed franchise known for its strength-based group model, announced plans to open more than 50 studios across the Middle East and North Africa over the next decade.
Anytime Fitness just opened its first club in Dubai, aligning the launch with the city’s month-long Dubai Fitness Challenge and kicking off expansion plans for the region. The fitness operator joins Hotworx, the 24-hour infrared fitness studio franchise, and boxing fitness franchise UBX
Workplace Wellness Gains Ground
Corporate wellness is also shaping the market’s trajectory. Allied notes increased demand for employee fitness partnerships and workplace wellness initiatives as companies link health to productivity and retention.
It’s a shift already playing out across workplaces. As Wellhub’s 2026 State of Work-Life Wellness Report shows, 89% of employees perform better when they prioritize their health, yet 90% still report burnout in the past year. Gen Z, in particular, is driving a cultural reset: 72% use wellness apps weekly and 68% say therapy is critical to their well-being.
AI & Personalization Take Center Stage
Meanwhile, clubs are deploying data-driven tools and AI-powered personalization to strengthen retention and member experience. Colleen Keating, CEO of Planet Fitness, said during the company’s third-quarter earnings call this week that the gym giant will leverage AI, optimize its CRM and digital content to enhance advertising and outreach, while improving its app experience to deliver more personalized workout plans.
Boutique Brands Flex
The report highlights continued momentum in boutique and specialty fitness concepts such as HIIT, yoga, Pilates and hybrid studios, with consumers gravitating toward community-oriented and experience-driven models.
Operators that integrate wellness services such as recovery modalities, nutrition guidance and mental health support are expected to capture greater market share, the report said.
Overall, Allied paints a picture of a fitness economy that’s not just rebounding but diversifying, merging health, technology and culture into what it calls a “dynamic and resilient” global industry.
