COLOGNE, Germany — April 15, 2026 — European fitness industry sector has achieved a historic milestone, with the industry recording 75.5 million members and €39.1 billion (approximately $44.5 billion) in total revenue in 2025 — both the highest figures ever reported in the continent’s fitness history. The findings come from the 2025 European Health & Fitness Market Report, the definitive annual study of the sector co-published by industry association EuropeActive and global professional services firm Deloitte.
Member numbers rose by approximately 4.1 million year-on-year (a 5.7% increase) from 71.4 million in 2024, while total revenues advanced 9.1%, driven primarily by improved revenue per member as operators prioritised yield alongside volume. Across the continent, more than 64,000 fitness facilities now serve consumers, representing a 2% increase in club count.
European Fitness Industry Growth Across Every Major Market
The United Kingdom and Germany remain Europe’s two largest fitness markets by membership, with the UK reaching 12.2 million members (up 6.6%) and Germany posting 12.4 million (up 5.6%). Spain was the fastest-growing major market among the top three, with membership expanding 8.3% to 7.1 million. By revenue, the UK led all European markets at €6.7 billion, followed by Germany at €5.8 billion and Spain at €2.6 billion.
“These numbers reflect the extraordinary resilience and ambition of Europe’s fitness operators,” said Herman Rutgers, Ambassador of EuropeActive and co-author of the report. “Based on the growth we are seeing and the outlook our operators are expressing for 2025 and beyond, we are confident in reaching EuropeActive’s goal of 100 million members in Europe by 2030.”
Top Operators Outperform the Market
Europe’s 20 largest fitness operators collectively grew revenues by 15% — significantly outpacing the overall market — to €7.4 billion, while their combined membership increased 8% to 18.8 million. Basic-Fit, headquartered in the Netherlands and Europe’s largest operator by membership, expanded to 5.8 million members and reported €1.4 billion in revenue. PureGym, the UK’s largest chain, reached 2.1 million members and £750 million (approximately €895 million) in revenue, while David Lloyd Leisure achieved €1.1 billion in annual turnover.
Karsten Hollasch, Partner at Deloitte and co-author of the report, attributed the strength of the leading players to disciplined pricing and operational scalability. “The largest operators have demonstrated that sustained investment in quality, technology, and member experience pays dividends — they are growing revenues at nearly twice the speed of the wider market,” Hollasch noted.
Record M&A Activity Reshapes the Competitive Landscape
The 2025 report documents 27 significant mergers and acquisitions completed in 2024 — the highest annual total on record — reflecting strong investor confidence in the European fitness market. Notable transactions included Waterland Private Equity’s acquisition of LifeFit Group (140 clubs), Providence Equity Partners’ purchase of VivaGym Group (104 clubs), and VivaGym’s subsequent acquisition of Altafit (70 clubs). International brands continued to advance their European footprints, with Purpose Brands — parent of Orangetheory Fitness and Anytime Fitness — identifying Europe as a priority expansion region.
Penetration Gap Signals Enormous Upside
Despite record-breaking results, the report highlights that Europe’s overall market penetration rate stands at just 9.3% of the total population (10.6% of the adult population aged 15 and above), compared to approximately 24.9% in the United States. This structural gap, rather than being a concern, is viewed by industry leaders as the sector’s most compelling growth argument.
The report notes a meaningful shift in consumer priorities: for the first time in recent years, gym location has overtaken price as the primary factor influencing membership decisions — a signal, according to analysts, that members are becoming less price-sensitive as the inflationary cycle eases. In parallel, consumers who exercise regularly report wellbeing scores 30% higher than those with no fitness habits, reinforcing the sector’s broader public health narrative.
An Industry Reaching Beyond the Gym
Industry leaders at the 12th European Health & Fitness Forum (EHFF 2025) in Cologne — where the report was formally launched — emphasised the sector’s evolving identity. The fitness industry is increasingly positioning itself as a holistic wellness and preventive health platform, with operators expanding into recovery services, mental health programming, and longevity-focused offerings.
Rebecca Passmore, Chief Operating Officer of PureGym, called on the industry to innovate at pace with changing member expectations. “We need to listen and innovate beyond change. Inclusive, accessible fitness for all demographics is not just an aspiration — it is a commercial imperative,” she said.
Looking ahead to 2030, the industry’s 100-million-member ambition will require continued investment, supportive regulatory environments, and — as EuropeActive’s Herman Rutgers has advocated — favourable fiscal policies such as reduced VAT on fitness memberships, modelled on frameworks already in place in countries like Norway.
About EuropeActive
EuropeActive is the leading not-for-profit organisation representing the European health and fitness sector. With members spanning 45+ countries, EuropeActive advocates for policies that promote physical activity and advance the commercial and professional standards of the industry.
About Deloitte
Deloitte is a global leader in audit, consulting, financial advisory, risk advisory, and tax and legal services. Deloitte’s leisure and hospitality practice has co-produced the European Health & Fitness Market Report alongside EuropeActive for over a decade.
Get the European Health & Fitness Market Report 2026 from Deloitte’s official website: link
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