Gyms hit a historic membership milestone in 2023, reflecting a growing national emphasis on health and wellness, with fitness centers seeing significant increases in both membership and attendance
Membership at U.S. fitness facilities reached an all-time high in 2023, with 72.9 million Americans—equivalent to 23.7% of the population aged six and older—holding memberships, according to the latest data from the Health & Fitness Association (HFA). The findings, published in the 2024 U.S. Health & Fitness Consumer Report, highlight a 5.8% year-over-year membership growth, marking the fastest increase since 2017.
The report, which tracks trends in consumer engagement with fitness facilities, also noted a 9.7% rise in total facility and studio users, reaching 90.7 million, including both members and non-members. Growth was consistent across various types of fitness facilities, including fitness-only gyms, multipurpose centers, and boutique studios.
“Last year’s robust growth underscores the increasing demand for fitness services nationwide,” said HFA President and 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.”
Fitness facility attendance also saw gains for the third consecutive year. The average member visited their facility 81 times in 2023, up from 78 visits in 2022 and 72 visits in 2021. While attendance has steadily increased, it remains below the pre-pandemic average of 119 visits in 2019.
The report offers a comprehensive analysis of fitness consumers in the U.S., with data on membership growth by facility type, demographics, attendance patterns, equipment utilization, and participation in activities such as personal and small group training. The findings are based on a 2023 study conducted by Sports Marketing Surveys USA in collaboration with the Physical Activity Council (PAC), involving 18,000 interviews with a representative sample of individuals aged six and older.
The 2024 U.S. Health & Fitness Consumer Report is available for download, with free access for premium HFA members and discounted pricing for other membership tiers. Non-members can purchase the report for $399.
Earlier this month, the HFA released its 2024 Global Report in which it shared that, in the past year, the U.K., Japan and Spain have enjoyed record membership numbers and penetration rates, underscoring the optimism of the global health and fitness industry.
