The 2024 Europe Fitness Trends provides insights into the transformative growth the fitness industry is experiencing. The rapid growth in facility expansion, membership, and revenue, coupled with evolving personalization and wellness trends cater to a wide array of consumer preferences and technological advancements.

This post delves deep into the 2024 trends shaping the European fitness landscape, drawing on insights from Core Health & Fitness and the 2024 EuropeActive/Deloitte European Health & Fitness Market Report providing a comprehensive understanding of the direction in which the industry is headed.


Europe Fitness Industry Trends: A Statistical Overview

In 2023, the fitness industry in Europe witnessed a significant uptick, with a 12.3% increase in membership, culminating in 63.1 million active members. Fitness facilities burgeoned to 63,830, underlining Europe’s position as the largest fitness facility market globally. Moreover, the industry’s revenue soared to €28 billion, with a strategic vision to amplify active membership to 100 million by 2030. These statistics from EuropeActive highlight the vibrant growth trajectory of the fitness sector, setting the stage for an even more dynamic 2024.

The fitness industry in Europe, like elsewhere, is evolving rapidly, with significant shifts in the number of fitness clubs, facility design, and trending fitness models. These changes are reflective of broader trends in society, including a growing emphasis on health and wellness, technological advancements, and changing consumer preferences.

Key Highlights:

  • Unprecedented Growth
  • Expanding Facilities
  • Trending Fitness Models
  • Digital Transformation & Personalization
  • Hybrid Fitness Models

European Fitness Club Growth

Europe’s fitness industry has seen a remarkable growth in the number of fitness clubs, attributed to increased consumer interest in health and wellness, and a surge in boutique fitness studios. It is exciting to see a 12.3% member surge with 63.1 million active members. There is also a rise in the number of fitness clubs to 63,830 with €28 billion total industry revenue.

The European boutique fitness industry is experiencing remarkable growth. The global boutique market is projected to reach a staggering USD $79.66 billion by the end of 2029, as compared to USD $48 billion in 2022 with a CAGR of 7.6%. Factors such as a growing population and urbanization rate are fueling the boutique fitness market’s upward trajectory.

One key advantage of boutique fitness studios is their flexibility, offering a range of class times throughout the day to accommodate busy schedules. This flexibility empowers individuals to seamlessly integrate workouts into their daily routines.

This growth is part of a broader trend towards personalized, flexible fitness solutions that cater to specific interests and lifestyles, especially among younger demographics like Millennials and Gen Z, who prioritize wellness and experiences​​.

Fitness and Wellness Influence on Facility Design & Services

Fitness facility designs are increasingly reflecting a shift towards holistic wellness and personalized fitness experiences. This evolution is in response to consumer demand for more than just traditional gym equipment; individuals are seeking facilities that offer a range of services from personal training and group classes to wellness therapies and relaxation areas. 

The rising popularity of boutique studios emphasizes this trend, focusing on creating welcoming, community-oriented spaces that offer a unique blend of fitness and wellness services. These facilities often incorporate the latest technology and design principles to create engaging, motivating environments that appeal to a broad spectrum of users​​.

Trending Fitness Models and Types of Fitness

Emerging fitness models reflect a blending of traditional and innovative elements, catering to diverse consumer needs and preferences. 

  • Personal Training: This trend underscores the increasing demand for tailored fitness programs designed to meet individual goals, emphasizing the value of personalized coaching and guidance.
  • High-Intensity Interval Training (HIIT): HIIT continues to be popular due to its efficiency in delivering fitness results in short, intense bursts of activity, appealing to those with busy schedules seeking effective workouts.
  • Small Group Training: This trend reflects the growing preference for the personalized attention of personal training combined with the motivational benefits and cost-effectiveness of group classes.
  • Weight Loss Programs: With a continuing focus on health and obesity prevention, structured weight loss programs that offer diet and exercise guidance are increasingly sought after.
  • Body Weight Workouts: This trend highlights the simplicity and accessibility of using one’s body weight for exercise, making it easier for individuals to workout anywhere without the need for specialized equipment.
  • Functional Fitness Training: This approach to fitness emphasizes exercises that improve daily function, focusing on strength, stability, and mobility that benefit everyday activities.

The Digital Technological Revolution in Fitness

Technology is revolutionizing the European fitness industry, emphasizing flexibility, personalization, and community-building. The surge in digital fitness underscores a pivotal shift towards integrating digital tools and wearable technology, with fitness tracker revenue projected to hit €14.23 billion in 2024. 

Hybrid models that blend digital offerings with traditional in-person experiences are becoming increasingly prevalent, ensuring that fitness is accessible anytime, anywhere. Technological advancements offer individuals the convenience to tailor their fitness journey to their lifestyle and preferences, while also fostering a sense of belonging and connection among fitness enthusiasts.

The integration of fitness and wellness technology, content, programming, and equipment has significantly advanced the personalization of fitness experiences for individual members. Technological innovations and data analytics have made it possible to tailor fitness solutions to meet the unique needs and goals of each individual.

1. How Technology Enhances Personalization

Modern fitness technology, such as wearables and smart fitness equipment, collects a vast array of data on individual performance, health metrics, and preferences. This data is crucial for personalization, as it enables fitness platforms to tailor recommendations and adjustments to workouts based on real-time performance and long-term progress. For instance, smart fitness equipment can adjust the difficulty of exercises or recommend alternative workouts to ensure that individuals are neither overexerting themselves nor under-challenged. Furthermore, AI-driven fitness apps use this data to create highly personalized fitness plans that evolve as the user progresses, ensuring optimal results and reducing the risk of injury.

Personalization with Digital Content and Programming

The content and programming of fitness and wellness regimens have also become more personalized, thanks to digital platforms. Virtual streaming fitness services offer a wide variety of workout classes ranging from beginner to advanced levels across different types of exercise. Users can find content that matches their fitness level, interests, and goals. Additionally, many digital platforms provide personalized workout plans that adapt over time, integrating user feedback and performance data to refine and adjust the programming. This ensures that the workouts remain challenging, engaging, and effectively aligned with the user’s evolving fitness objectives.

Users can receive workouts that are tailored to their specific goals, whether it’s weight loss, muscle building, improving flexibility, or enhancing cardiovascular health. Personalized nutrition plans, recovery suggestions, and wellness activities can also be integrated, providing a holistic approach to health and fitness. This level of personalization not only improves outcomes but also increases motivation and engagement by providing a more enjoyable and relevant fitness experience for each individual.

Personalization with Smart Equipment

The advent of smart fitness equipment has been a game-changer in personalized fitness. Devices like smart treadmills, bikes, and strength training equipment can adjust settings automatically based on the user’s performance data and goals. For example, a smart treadmill may adapt its speed and incline to optimize the user’s cardio workout based on their heart rate zone. Similarly, connected fitness systems can suggest adjustments to form, pace, or weight based on the user’s past workouts, enhancing the effectiveness of exercises and minimizing the risk of injury.

Together, these advancements ensure that fitness and wellness experiences are more personalized than ever before.. 

In summary, the integration of advanced technology, diverse content, adaptive programming, and smart equipment into fitness and wellness regimens has significantly elevated the personalization of fitness experiences

2. How Technology Encourages Flexibility

The advent of digital fitness platforms has revolutionized the way individuals engage with fitness, offering unprecedented flexibility. Key to this transformation is the availability of a wide range of digital fitness solutions, including live streaming classes, on-demand workouts, and personalized training apps. This shift allows users to access high-quality fitness instruction from the comfort of their homes, workplaces, or any location with internet access. It caters to the modern consumer’s demand for workouts that fit seamlessly into their busy schedules, rather than the other way around.

The rise of wearable technology further adds to this flexibility. Devices like fitness trackers and smartwatches empower users with real-time data on their physical activities, health metrics, and progress towards goals. This instant feedback loop enables individuals to adjust their fitness routines on the fly, ensuring their efforts are aligned with their objectives. Moreover, integration of these wearables with fitness apps and platforms allows for a customized fitness experience, tailoring workouts and health advice based on the data collected by these devices.

3. How Technology Fosters Community-Building

On the community-building front, technology has played a pivotal role in creating virtual fitness communities that bridge geographical divides. Social fitness apps and platforms leverage the power of social networking to connect users with similar fitness goals, interests, and activities. This connection provides a sense of belonging and mutual support, crucial for maintaining motivation and engagement in one’s fitness journey.

Virtual challenges and leaderboards within these platforms introduce a competitive element, encouraging users to push their limits in a friendly, supportive environment. Meanwhile, features like group workouts and class livestreams mimic the communal atmosphere of traditional fitness classes, allowing participants to experience the camaraderie and collective energy of working out with others, even when physically apart.

Additionally, fitness influencers and trainers have harnessed social media to build vast online communities, offering inspiration, tips, and personalized coaching. This direct access to experts and influencers not only demystifies fitness but also creates a sense of community and shared purpose among followers.

In summary, technology’s role in enhancing flexibility and community-building within the fitness industry is profound. It not only personalizes the fitness experience, accommodating the unique needs and schedules of individuals but also connects them to a larger, supportive community of like-minded enthusiasts. This dual impact of technology serves to make fitness more accessible, enjoyable, and effective, paving the way for a more engaged and health-conscious society.

Holistic Wellness Integration in the Fitness Industry

The concept of holistic wellness is gaining traction within the fitness industry, illustrating a shift towards integrating mental wellness with physical workouts. The wellness industry, now valued at over $1.5 trillion and growing annually by 5-10%, is witnessing a convergence with the fitness sector. This integration focuses on overall health, nutrition, recovery, sleep, and meditation. 

The addition of wellness programming to fitness offerings caters to member expectations for a comprehensive digital platform offering diverse wellness options, enhancing member satisfaction and retention. Clubs embracing these wellness trends not only differentiate themselves in a competitive market but also foster community and social connections, enhancing member loyalty. This trend underscores the importance of a holistic approach to health and fitness, emphasizing the balance between physical activity and mental well-being​​.


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Take Advantage Of The 2024 Europe Fitness Trends Now

The European fitness industry is poised for an exciting future, driven by significant growth, technological advancements, and a deepening focus on personalization, versatile fitness programming, and holistic wellness.

The integration of advanced digital technology, diverse content, adaptive programming, and smart equipment into fitness and wellness regimens has significantly elevated the personalization of fitness experiences. This personalization caters to the unique needs, preferences, and objectives of each individual, promoting better health outcomes, enhancing motivation, and making fitness more accessible and enjoyable for everyone.

For fitness facilities looking to stay ahead of these trends and harness the opportunities they present, partner with Core Health & Fitness for all of your fitness and wellness needs. With brands like StairMaster, Schwinn, Nautilus, Star Trac, Throwdown, and Wexer, you have access to digital content, leading technology, quality equipment, impeccable service, and comprehensive support to build the perfect fitness space.

For further insights and guidance on navigating the evolving fitness landscape, contact Core Health & Fitness at [email protected].

For more information on how Core Health & Fitness can support your multi-family housing project with our comprehensive range of fitness and wellness solutions, please contact our team.

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