The Health & Fitness Association (HFA), in partnership with ABC Fitness, has released the 2024 Latin America Fitness Consumer Survey, providing key insights into the vibrant and dynamic fitness culture in major metropolitan areas across Argentina, Brazil, Chile, Colombia, Mexico, and Peru.
Health and fitness facilities are at the heart of active lifestyles in major Latin American metro areas where most consumers (61%) exercise multiple times weekly and 78% do so at least a few times each month. For most of these active individuals (55%), health and fitness facilities serve as their primary exercise location, valued for their effectiveness (35%), convenience (32%), and access to equipment (29%).
"Latin America’s urban centers are home to a highly engaged fitness community that prioritizes structured environments for their health and wellness,” said Bill Davis, CEO of ABC Fitness and HFA board member. “This survey underscores the essential role that fitness facilities play in the daily lives of millions of Latin Americans.”
Whether at a gym or elsewhere, physically active consumers across the region engage in a variety of fitness activities with past-month participation topped by outdoor activities (43%), strength training (32%), and non-spin cardio exercises like treadmill running (27%).
These diverse routines are driven by a combination of physical and mental health motivations. Active consumers cited improving and maintaining general health (44%), supporting mental well-being (40%), and boosting self-confidence (36%) as primary reasons for staying active, reflecting a holistic approach to fitness across the region.
“Latin America has long celebrated physical activity as part of its cultural fabric, and our survey illustrates just how central fitness has become to daily life in the region,” said Liz Clark, president and CEO of the Health & Fitness Association. “What’s clear is that people in Latin America recognize the broad benefits of exercise, not just for physical health but also for mental wellness and overall quality of life.”
The survey further highlights how fitness memberships play an important role in supporting these active routines, with 69% of physically active consumers in the surveyed markets belonging to a health or fitness organization. As demand for structured fitness continues to grow, 53% of non-members said they are likely to join a fitness organization in the coming year.
“Latin America’s fitness industry is thriving, and with the number of potential new members, the sector is well-positioned for continued growth,” added Clark. “Fitness businesses have a tremendous opportunity to connect with this motivated market.”
The survey highlights a region where consumers prioritize health and fitness and favor fitness facilities for their structure and convenience. For fitness businesses to navigate this growing and dynamic market successfully, understanding consumer behaviors and preferences will be crucial. The expertise and insights provided by HFA and ABC Fitness offer valuable guidance for businesses aiming to tap into this demand and build meaningful connections with Latin American consumers.