- Portugal’s fitness industry hit all-time highs in 2025 with 1,366 gyms, 851,730 members, and revenue exceeding €375 million.
- Fitness penetration reached 8.2%, narrowing the gap to the European average of 9.3% at a faster growth rate than the continental average.
- Member retention climbed to a historic 61.5%, driven by improved service quality and growing operator focus on loyalty.
- The market has transitioned from post-pandemic recovery to consolidation, with 92% of operators projecting continued revenue growth in 2026.
- With 73% of Portuguese adults still never exercising, the sector’s expansion carries substantial public health implications alongside its commercial momentum.
Portuguese Fitness Market has set new all-time records across every major metric in 2025, according to the latest Barómetro do Fitness Portugal Activo 2025, authored by Vera Pedragosa and Alan Ferreira. The market now counts 1,366 operational gyms serving 851,730 active members, generating total revenue exceeding €375 million — figures that decisively outstrip pre-pandemic levels and mark the sector’s transition from post-COVID recovery into a phase of sustained consolidation.
Record-Breaking Membership and Revenue
The 2025 Barómetro reveals a sector in robust health. Active membership grew 9.2% year-over-year from 780,130 to 851,730 — the highest number ever recorded. Total revenue climbed 8.7% to reach €375.1 million (excluding VAT), with membership fees accounting for 75% of income and supplementary services — led by personal training at 15% of total turnover — contributing the remaining 25%. Gym count increased 6.6% to 1,366 facilities, with 66% of clubs now belonging to chains of two or more centers, reflecting a steady structural shift toward consolidation.
Women continue to dominate membership at 55.3%, and the average member visits their gym 2.3 times per week, translating to 10.4 monthly visits. The average monthly fee eased slightly from €37.69 in 2024 to €36.70 in 2025 — a minor adjustment the report frames as normalization in a maturing market.
Closing the Gap with Europe
Portugal’s fitness penetration rate climbed to 8.2%, edging closer to the European average of 9.3%, as reported in the 2025 European Health & Fitness Market Report by EuropeActive and Deloitte. While the continental market now counts 75.5 million members across 67,515 clubs with revenues of €39.1 billion, Portugal’s growth rate outpaces the European membership average of 5.8%, underscoring the country’s accelerating catch-up trajectory.
This narrowing gap is especially striking given Portugal’s long-standing position as the EU country with the highest proportion of physically inactive adults — 73% never exercise, according to Eurobarometer data. The sector’s expansion is therefore as much a public health opportunity as a commercial success story. Inactivity costs Portugal an estimated €3.7 billion annually in direct healthcare spending and indirect economic losses, according to multiple studies cited by MySelf Studio’s 2026 market analysis.
Retention and Loyalty Reach New Heights
Annual member retention reached 61.5% in 2025 — the highest in the Barómetro’s entire historical series — up from 58.4% in 2024. While still trailing the European benchmark of approximately 66%, the improvement signals growing operator sophistication in member engagement. Notably, low-cost gyms have seen dramatic retention gains, with retention rates in the segment reaching 81%, according to prior-period data, reflecting improved service quality and value perception among budget-conscious consumers.
Emerging service trends are also reshaping the member experience: 63% of clubs now offer crosstraining, 22.5% have introduced Pilates Reformer studios, and digital fitness applications continue to proliferate. Mindfulness and yoga activities are gaining ground, while wearable technology integration — currently available in just 5% of clubs — represents the largest untapped growth opportunity.
Employment and Industry Outlook
The fitness sector now supports approximately 10,980 full-time-equivalent instructors and 8,645 support staff, with overall employment growing 4.7% year-over-year. Looking ahead, 92% of operators surveyed expect revenue to continue rising in 2026, though the prevailing sentiment has shifted from exuberant expansion to “cautious optimism” — a focus on operational efficiency, profitability, and member retention rather than breakneck growth.
“This year’s data confirms that the Portuguese fitness market has decisively moved past the recovery phase. The challenge now is to translate record participation into sustained, profitable growth that benefits both operators and public health,” the report’s authors note in their analysis. “The 8.2% penetration rate and 61.5% retention are milestones, but they also highlight the immense untapped potential of a country where inactivity remains the norm for the majority.”
The Mid-Market segment remains dominant, representing 55.7% of clubs, 55.9% of members, and roughly 70% of industry revenue. Low-cost operators continue their steady expansion — a trend fully aligned with patterns observed across Spain, Germany, and the broader European market.
About Portugal Activo
Portugal Activo is the leading trade publication and research platform for the Portuguese fitness and wellness industry. Since 2017, its annual Barómetro do Fitness has served as the authoritative benchmark for market performance, tracking metrics across club supply, membership demand, employment, revenue, penetration, and consumer behavior. The 2025 edition was based on 191 validated surveys covering 431 clubs, analyzed by researchers Vera Pedragosa and Alan Ferreira.
For more information about Portugal Activo, visit portugalactivo.pt
