As more Americans prioritize their health and wellness, U.S. fitness facilities reached a record 72.9 million members in 2023, representing 23.7% of the U.S. population aged six and older, according to new data from the Health & Fitness Association (HFA). These findings are detailed in the 2024 U.S. Health & Fitness Consumer Report, which outlines trends in membership growth, participation, and emerging opportunities for the industry.
The number of fitness facility members increased 5.8% year-over-year, marking the highest annual growth rate since 2017. Growth was strong across all facility types, with fitness-only gyms, multipurpose centers, and boutique studios all seeing gains. Additionally, the total number of facility and studio users—including both members and non-members—rose by 9.7% year-over-year, reaching 90.7 million.
“Last year’s robust growth underscores the increasing demand for fitness services nationwide,” said HFA President & CEO Liz Clark. “As more Americans recognize the benefits of fitness for both physical and mental health, our industry continues to play a vital role in promoting healthier lifestyles across the country.”
Beyond membership growth, fitness facility attendance increased for a third consecutive year. The average member visited a facility 81 times in 2023, up from 78 visits in 2022 and 72 visits in 2021. Although attendance has risen steadily, it remains below 2019, when members averaged 119 visits.
About the Report
The 2024 U.S. Health & Fitness Consumer Report provides a comprehensive analysis of America's fitness consumers, specifically those who belong to health and fitness facilities. It covers critical topics such as membership growth by facility type, demographics, attendance and tenure, equipment utilization, activity participation, and the use of personal and small group training.
The report is based on an annual online study conducted in 2023 by Sports Marketing Surveys USA (SMS), in collaboration with the Physical Activity Council (PAC), with analysis by L.E.K. Consulting. The study included 18,000 interviews with a nationwide sample of individuals aged six and older.