Latin American Fitness Market Poised for Growth, Survey Finds

61% of urban-dwelling Latin Americans exercise regularly, and many of them belong to gyms or other fitness facilities, per the survey

The Latin American fitness market is strong, and it could be poised for further expansion in the years ahead. 

Most Latin Americans in urban areas exercise multiple times per week, a new survey finds, shedding light on an important emerging market for fitness brands. 

According to the 2024 Latin America Fitness Consumer Survey, conducted by J. Wallin Opinion Research on behalf of the Health & Fitness Association (HFA) and fitness software company ABC Fitness, Latin American consumers in urban markets are highly engaged in fitness, and many prioritize gyms and studios. 

The survey found that 61% of Latin Americans in select urban markets exercise at least two times per week, while 78% exercise at least a few times per month. Gyms and other fitness facilities serve as the preferred exercise location for 55% of active Latin Americans, per the survey. 

“Latin America’s urban centers are home to a highly engaged fitness community that prioritizes structured environments for their health and wellness,” ABC Fitness CEO Bill Davis said. “This survey underscores the essential role that fitness facilities play in the daily lives of millions of Latin Americans.”

The survey’s findings are based on an online questionnaire sent to 3,699 Latin Americans aged 18 and above in metro areas in Brazil, Mexico, Argentina, Colombia, Peru and Chile. Responses were collected in September. 

Outdoor Fitness, Strength Training Lead the Way

Active Latin Americans cited general health (44%), supporting mental and emotional well-being (42%), and boosting self-confidence (36%) as their primary reasons for exercising. Notably, building muscle (15%) and strength (13%) were among the least popular reasons given for exercising. 

In terms of exercise modalities, outdoor fitness activities (including cycling, running and swimming) were most popular among active Latin Americans, with 43% of survey respondents saying they engaged in those activities.  Strength training was the second most popular modality (32%) followed by “non-spin, aerobic cardio” activities like treadmills and ellipticals (27%).

The survey also contained some promising findings for gym and studio operators in Latin America – and for brands looking to expand into the region. 

Among physically active Latin Americans surveyed, 69% said they own a fitness facility membership. Of survey respondents who belong to a fitness facility, 67% spend between $10-$50 per month on their membership. Brazil showed to be an especially strong market for gym and studio-goers, with nearly 80% of physically active Brazilians owning a membership. 

Looking ahead, over half (53%) of physically active Latin Americans who don’t currently have a fitness facility membership said they plan to purchase one in the next year, according to the survey. 

“Latin America’s fitness industry is thriving, and with the number of potential new members, the sector is well-positioned for continued growth,” HFA president and CEO Liz Clark said. “Fitness businesses have a tremendous opportunity to connect with this motivated market.”

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American Fitness Brands Eye Latin America

The survey results probably won’t come as much of a surprise to top American fitness brands, many of whom have begun targeting the Latin American market. 

Boutique brands including Orangetheory Fitness and F45 Training already have sizable presences in Mexico, and other big-time brands are looking to set up shop south of the border.

The Xponential Fitness-owned Club Pilates, the world’s biggest Pilates brand with over 1,000 locations, announced plans to open a minimum of 65 studios across Mexico over the next decade. Another Xponential brand, Pure Barre, plans to open its first Mexico studio in Q1 of 2025. 

American investors also see promise for the Mexican fitness market. In November, Washington, D.C.-based private equity firm ACON Investments pumped growth capital into Commando, a Mexico-based high-intensity group fitness brand, to fuel brick-and-mortar expansion. 

In Brazil, Freemotion Fitness, the commercial equipment brand of iFIT, struck an agreement with a local distribution company to bring more of its cardio and strength training equipment to gyms and studios across the country. 

To download the 2024 Latin America Fitness Consumer Survey in full, click here.