Hitting the Gym

The top US gym operators have seen an average of 15% membership growth in 2023, yet the percentage of the US population with any type of gym membership has never exceeded 25%. In an attempt to engage that other 75% of Americans, in person and digital gyms are evolving beyond traditional models, focusing on family-friendly environments, youth programming, and health outcome-based approaches rather than just a one-size-fits-all offering. The concept of "gym-as-clinic" is emerging, adopting a value over volume model that personalizes fitness plans based on medical history and health goals, while measuring outcomes for both members and insurers. Despite these innovations, physical inactivity remains a global health crisis, with about a third of adults worldwide not meeting recommended activity levels. Creative solutions to engage non-exercisers and address disparities in access to physical activity across various demographics are needed. Meet fitness leaders ready to help us break a sweat!