2024 European Health & Fitness Market Report: Strong growth in memberships and revenues in in 2023

EuropeActive and Deloitte unveiled the key findings of the 2024 European Health & Fitness Market Report (EHFMR), which shows a strong continued growth of the sector. The results were presented today at EHFF. This joint publication with Deloitte reflects EuropeActive’s effort to further strengthen its position as the knowledge centre of the European fitness and physical activity sector by providing reliable and sound market data. 


According to the report, European memberships increased by roughly 4,7 million members or +7.5 % from 62.9 million in 2022 to 67.6million by year end 2023,  surpassing the pre-COVID year 2019. 

Total European revenues increased by +14 % to EUR 31.8 billion in 2023, also exceeding the record pre-covid year 2019. The number of fitness clubs slightly increased by +1.4 % to almost 65,000.  

The top 3 fitness operators per end 2023 in terms of membership were the same companies as last year; Basic-Fit (3.8 million), RSG Group (2.0 million) and PureGym (1.9 million).                                     

In terms of revenues the top 3 was;  Basic-Fit (€1,047 million), David Lloyd (€854 million) and PureGym (€621 million). 

The 20 largest operators saw their membership numbers increase by almost 2 million or +13% to 17.4 million and they grew revenues to 6.2 billion or +19%. 

In 2023, 12 major M&A transactions were completed, thus proving the continued interest of investors in acquiring shares in classic brick-and-mortar fitness companies. These transactions also underscore how club operators will continue to be at the heart of the sector's ecosystem moving forward.  

The overall penetration of fitness club membership as % of total population in 2023 was 8.4% (7.9 % in 2022), and 10.1 % of the 15+ population (9.5% in 2022). These numbers show again the enormous growth potential that still exists for the sector. 

This year’s chapter on the fitness ecosystem has been expanded, including some in-depth information about the growing intermediary market. An extensive chapter is also dedicated to the results of a large scale EuropeActive consumer research among 11,000 people in 19 countries conducted in January 2024 and including a comparison with the research results from 2022 and 2023, showing changes in consumer behavior and confirming that “hybrid” or “omni fitness” is here to stay. 

The report also includes a full description of key operators and key countries. 

Herman Rutgers, EuropeActive Ambassador and co-author of the report said: "The European Health & Fitness Market Report has become the gold standard for market research in the fitness and physical activity sector. Based on the growth shown in our research and the outlook for 2024 and beyond expressed by the operators we interviewed, we are confident to reach EuropeActive's ambition of getting to 100 million members of health & fitness centres by 2030 ".  

The 2024 European Health & Fitness Market Report represents the most comprehensive study on the European health and fitness market and serves as a valuable source of information for industry stakeholders. This project was made possible by the generous support of Basic-Fit, FIBO, Technogym, Myzone, Les Mills, Bhout, DHZ fitness and Life Fitness. 


The 186 page report is now available and can be ordered through EuropeActive’s Knowledge Centre using the following link: https://europeactive.blackboxpublishers.com/en/publications 

The price is € 399,- for non-members and € 199,- for EuropeActive members. 


Detailed information for press and commercial use can be requested from Ioana Marica, via ioana.marica@europeactive.eu. Photos, logos and other materials supporting this press release are also available via the aforementioned email address.

About EuropeActive

EuropeActive, formerly the European Health and Fitness Association (EHFA), is the leading not-for-profit organisation, based in Brussels, representing the whole of the European fitness & physical activity sector. Membership is open to all stakeholders - private or public - including club operators, suppliers, manufacturers, national industry associations, training providers, higher education and accreditation institutions.


The EuropeActive Team is fully committed to consulting and working with the different stakeholders mentioned above, including other NGOs promoting health-enhancing physical activity, sector media and research and scientific institutions. EuropeActive aims to work closely with European Union institutions and international organisations to achieve its overall goal to get more people, more active, more often.

According to the EuropeActive/Deloitte Market Report 2023 the European fitness sector serves over 63.1 million consumers, generates 28.0 billion Euro in revenues and consists of approximately 64,000 facilities.

For further information, please visit www.europeactive.eu

About Deloitte

Deloitte provides industry-leading audit and assurance, tax and legal, consulting, financial advisory, and risk advisory services to nearly 90% of the Fortune Global 500® and thousands of private companies. Legal advisory services in Germany are provided by Deloitte Legal. Our professionals deliver measurable and lasting results that help reinforce public trust in capital markets, enable clients to transform and thrive, and lead the way toward a stronger economy, a more equitable society and a sustainable world. Building on its 175-plus year history, Deloitte spans more than 150 countries and territories. Learn how Deloitte’s approximately 415,000 people worldwide make an impact that matters at www.deloitte.com/de.

2024 European Health & Fitness Market Report: Strong growth in memberships and revenues in in 2023
EUROPEACTIVE, Ioana Marica 19 April 2024
Share this post
Sign in to leave a comment
EuropeActive Appoints Kai Troll as New CEO to Propel European Health and Fitness Mission