Fitness is becoming a bigger part of the health system — while retailers and wellness brands are moving deeper into care.
The global fitness industry posts double-digit growth
According to a recent Health & Fitness Association survey of 244 operators representing nearly 27K facilities across 33 countries, the global fitness industry has a strong 2025.
Median operator revenue increased 10.7% last year, while median net membership grew 6.1% and EBITDA margins reached 22.1%.
The outlook remains positive: 92% expect revenue to grow again in 2026, while more than 85% expect membership to increase.
HFA accounts growth to the integration of physical activity into healthcare and prevention, including Medicare reimbursement for standardized physical activity assessments in the US, insurance rebates for Pilates in Australia, and tax treatment for exercise therapy in Japan.
For an industry that has historically lived outside the healthcare system, fitness is rebranding for the longevity era.
Walmart expands health insurance
Walmart is partnering with nonprofit insurer SCAN Health Plan to launch co-branded Medicare Advantage plans in two states, targeting more than 2M Medicare enrollees.
The plans could include pharmacy, vision, food, and over-the-counter benefits, pending regulatory approval.
Members will have access to Walmart’s Everyday Health Signals, an AI-powered platform that uses wellness goals and shopping preferences to deliver personalized nutrition guidance and food recommendations.
By connecting insurance to its existing health and retail ecosystem, Walmart is moving from care navigation to a one-stop stop for everyday health decisions.
Ritual targets perimenopause
Ritual is launching Perimenopause Health, a $39-a-month hormone-free supplement designed for women over 40 and those experiencing perimenopausal symptoms.
The formula combines shatavari extract, DIM, vitamin B6, and evening primrose oil, and comes in a single daily capsule.
With roughly 2M women entering perimenopause each year in the US, the launch extends Ritual beyond its prenatal roots into life stage-specific products.
As women’s health shifts away from one-size-fits-all supplements, the move gives Ritual an opportunity to stay relevant with its existing customer base as those consumers move from pregnancy into midlife health.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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