EuropeActive and Deloitte publish European Health & Fitness Market Report 2018

Cologne, Germany, 11 April 2018


Fitness strengthens its position as the #1 European sports activity – about 60 million members in Europe in 2017

  • European health and fitness club memberships grew by 4.0% to 60.0 million in 2017
  • Total fitness club revenues were €26.6 billion (+3.8% at constant currency)
  • The number of facilities increased by 3.2% to 59,055
  • The top 30 European fitness club operators accounted for 14.1 million members, representing 23.5% of all memberships
  • The top 10 operators increased revenues by 4.0% to €3.1 billion
  • Merger and acquisition activity reached a new high in 2017 with 20 major M&A transactions in the operator market

Today, at the 5th European Health & Fitness Forum (EHFF), Deloitte Partner Karsten Hollasch presented the major conclusions from the latest market research published by EuropeActive in cooperation with Deloitte. The EHFF is the annual top industry forum and the pre-opening event for FIBO, the world’s largest fitness trade show, which takes place in Cologne, Germany from 12-15 April 2018.

According to the study, the European health and fitness market continued to grow strongly in 2017 as the total number of health and fitness club members increased by 4.0% to about 60.0 million. With a membership growth of 5.3% to 10.6 million members, Germany strengthened its position as the country with the highest membership ahead of the United Kingdom (9.7 million), France (5.7 million), Italy (5.3 million) and Spain (5.2 million).

Top 5 European fitness markets by membership




Growth (vs. 2016)






United Kingdom















Notes: Figures as of 31.12.2017.
Sources: EuropeActive/Deloitte

In terms of market penetration, Sweden ranks highest with 21.4% of the total population holding a health or fitness club membership. Other countries with high fitness club penetration include Norway (20.9%), Denmark (18.3%), the Netherlands (17.0%), and the UK (14.8%).

Overall, 7.6% of the total population were members of a health or fitness club, with a penetration rate of 9.1% for people aged 15 years and older. Thus, the high penetration rates in most Northern and Central European countries were partly offset by lower market penetration in many Southern and Eastern European fitness markets.

As stated in the club operator section of the report, the top 30 operators increased their membership by 9.5% to 14.1 million, which accounts for 23.5% of total European membership (+1.0 percentage points). This is a reflection of further concentration on the operator side.

In the European membership ranking, McFIT Group (1.73 million members) retained its leading position ahead of Basic-Fit (1.52 million), which reported the highest absolute year-on-year membership growth in the market (+310,000). With Pure Gym (0.92 million), clever fit (0.62 million), and The Gym Group (0.61 million), three fellow budget operators also rank among the top 5 operators by membership.

Top 5 European fitness club operators by membership




Growth (vs. 2016)


McFIT Group








Pure Gym




clever fit




The Gym Group



Notes: Figures as of 31.12.2017
Sources: EuropeActive/Deloitte

Total fitness club revenues in 2017 were €26.6 billion, which represents an increase of 3.8% compared to 2016 at constant currency exchange rates. In contrast to the membership ranking, the revenue ranking is led by three operators with higher-priced concepts: David Lloyd Leisure (€483 million), Migros Group (€388 million), and Virgin Active (€356 million).

Besides key figures and detailed profiles of the top 30 European fitness club operators, the European Health & Fitness Market Report includes profiles of the 19 largest national markets and analyses of merger and acquisition activities, EU policy implications and the global equipment market, as well as interviews with selected seven CEOs from the fitness industry. In addition, a chapter on the growing functional fitness trend has been prepared for this report.

Herman Rutgers, EuropeActive Board member and co-author of the report, commented:

“2017 was another year of strong growth in terms of both membership and market value. This shows that the products and services of our sector remain highly attractive to consumers across Europe and makes us confident to reach the industry goal of 80 million members by 2025.”

The European Health & Fitness Market Report, the seventh joint publication of EuropeActive and Deloitte, represents the most comprehensive report on the European health and fitness market and serves as a valuable source of information for industry stakeholders. This report was made possible by the generous support of Basic-Fit, FIBO, IHRSA and Technogym.

The full report (180 pages – only in hard copy) is available for €299 (EuropeActive members only €149) and can be ordered through EuropeActive’s Knowledge Centre at:


About EuropeActive

EuropeActive is the (leading) not-for-profit organisation representing the whole of the European health and fitness sector in Brussels.

The European health & fitness sector serves over 52.4 million consumers, generates 26.7 billion Euro in revenues, employs 650,000 people, and consists of 51,200 facilities. Alongside its significant economic contribution, the sector has a major role to play in making a more active and healthy Europe. EuropeActive’s ambition is to reach 80 million members of health & fitness centres by 2025.

EuropeActive currently represents more than 25,000 fitness centres, 21 national associations, together with market-leading suppliers, education providers and individuals.

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Or contact;

Nathalie Smeeman, Executive Director


About the European Health & Fitness Market Report

EuropeActive & Deloitte European Health and Fitness Market report presents the most comprehensive analysis of the European health and fitness industry. The report contains the most current information on the main European markets, the major club operators in Europe and their recent merger and acquisition activities, as well as a snapshot of the leading equipment manufacturers worldwide.

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Apr 12, 2018 By admin