Gyms are working out their pitch.
What’s happening: An ABC Fitness report found US membership momentum slowed through H1 2026, with sign-ups falling, cancellations rising, and check-ins stagnating.
Downswing. After a record 2025—with 81M Americans belonging to a facility—new gyms memberships dipped 9% and churn rose 8% YoY, with similar drops for boutiques. Gen Z accounted for 46% of signups, and visit frequency gained for studios but not gyms.
Pony up. Average member spend is up across the board, hitting $17 for enterprise gyms and $69 studios. Yet, banking on fitness as a nonnegotiable expense, many gyms had upped prices — testing cash-strapped exercisers.
A warning for the industry, Planet Fitness softened its outlook and is now re-reviewing pricing, with CEO Colleen Keating acknowledging the brand may have “pivoted too far” toward performance-minded consumers over its core of casual exercisers.
Pitch perfect. Consumers are seeking more than access. With 67% believing community is the biggest driver of fitness motivation and 57% connecting it to long-term commitment, they’re seeking communal spaces for personal improvement.
Striking a balance, operators are adding hybrid fitness programming, group reformer classes, and recovery circuits to boost retention.
Punchline: As competition and prices rise, easy membership gains are over. Competing on outcomes, accountability, and community, gyms are being forced to prove their ROI.
