Europe’s fitness sector took a big step forward.
What’s happening: A Deloitte & EuropeActive report detailed the growth of European gyms.
- Memberships reached a record ~71M.
- Revenues increased 10% to ~€36B.
- Total number of clubs climbed 2% to 64K.
Aligning with recent UK figures, Europe’s top fitness operators are capitalizing on demand.
Basic-Fit. Out front, with 4.2M members and €1.2B revenue, budget gym Basic-Fit is fueling growth via franchising, targeting 100 new clubs by 2027.
Amassing 202K new members to start the year, club revamps, flexible memberships, and extended hours boosted the Dutch brand’s profitability.
PureGym. Reaching €695M in revenue, adding low-cost clubs in residential areas is accelerating PureGym’s goal of 200 new European sites by 2028.
Growing memberships to 2M, elevated group fitness classes and smaller gym formats broadened the British brand’s reach. Emboldened by its acquisition of Blink Fitness, it’s retiring the US “Pure Fitness” banner to scale globally.
RSG Group. Spurred by the revamp of its low-cost gym chain McFIT, memberships across RSG Group’s brands—including Gold’s Gym and HEIMAT—hit 1.8M.
Targeting HVLP and high-end, the German-born brand is scaling experiential concept JOHN REED in cities like Berlin and Vienna while testing McFIT Klub — an ultra-low-cost, staffless gym.
Elsewhere, a holistic approach is driving growth for David Lloyd, with upgraded spa facilities and an emphasis on mind-body modalities helping notch its revenue past €1B.
Takeaway: As gym memberships move from a nice-to-have to a must-have for millions, operators are expanding en masse.
