Foot traffic at U.S. fitness facilities increased 3.5% in the first half of 2025, according to a new data resource from the Health & Fitness Association (HFA). High-volume low-price (HVLP) and mid-priced gyms saw the largest gains. In addition to overall growth in visitation, average visit frequency was up 1.4% year-over-year.
The insights were provided by the Fitness Industry Traffic (FIT) Tracker, a new recurring report from HFA that analyzes anonymized foot traffic data across thousands of gyms, studios, and fitness clubs nationwide. Developed in partnership with Sports Marketing Surveys USA and powered by Placer.ai, the FIT Tracker aggregates data by industry segment (HVLP, mid-priced, luxury, and boutique), and includes breakdowns by region and certain demographics to provide operators, suppliers, and other stakeholders an up-to-date view of market momentum and shifting consumer behavior. The inaugural edition covers visitation trends for the first half of 2025 and sets the foundation for tracking seasonal shifts, geographic patterns, and demographic trends over time.
Combined, the findings point to a broader trend: Not only are more Americans using fitness facilities, but they are also incorporating regular, facility-based workouts more deeply into their routines.
“The increase in both overall visits and visit frequency once again highlights the critical role that fitness facilities play in helping people stay active and engaged in their health,” said Liz Clark, president and CEO of HFA. “As more consumers make structured exercise a consistent part of their lifestyle, this data gives our industry valuable insight into how, where, and how often people are showing up.”
To learn more about the FIT Tracker, visit healthandfitness.org.