Less than half of fitness club goers are men

The development of new formats, discounts and the continued popularity of sports activities helped fitness clubs increase the total number of customers by 5% compared to the pre-pandemic level. But the composition of their visitors is changing: more than half of the visitors are women, and the average age has increased to 37 years. This encourages clubs to bet on the development of group programs, while the popularity of gyms is declining.

The number of fitness club customers (visitors who work out once a week or more on average) in 2023 amounted to 6.1 million people, an increase of 5.2% compared to the pre-crisis 2019, according to a study by FitnessData, which Kommersant has. President of the National Fitness Community Elena Silina estimates the figure at 6.3 million people. “It was declining during the pandemic, but now it is showing a steady increase,” she says.

President of the Association of Fitness Industry Operators Olga Kiseleva notes that an increase in the number of visitors to fitness clubs will contribute to an increase in the industry’s gross revenue. “But we are not talking about proportional growth: although there are more people, prices have increased by 7% over the past few years, which is less than inflation,” the expert says.

The head of FitnessData Maxim Borovikov connects the increase in the client base of clubs with the increase in the number of facilities. Now in Russia there are 13.5 thousand fitness clubs and studios, which is 5.5% more than in 2019. The growth was due to the active opening of small studios up to 200 sq. m. It is the redistribution in favor of new formats, according to the head of research and consulting Focus Technologies Mikhail Vasiliev, could attract an audience. He cites the rise of cycle studios as an example. In addition, during a crisis, fitness clubs encourage customers with discounts and promotions. Elena Silina connects the positive trend with the continued popularity of sports activities.

The number of club customers is growing against the backdrop of changing audiences. According to FitnessData, over the past four years, the proportion of women has increased from 53% to 56%. In physical terms, the number of women involved increased by 340 thousand people, while men, on the contrary, decreased by 100 thousand, Maxim Borovikov notes. XFIT CEO Irina Tumanova says that 57% of her clients are women, and this figure has been growing in recent years. “Men are less likely to get regular health support,” she says. The increase in the share of the female audience, according to Mr. Borovikov, encourages clubs to rely on group programs, while the demand for gyms is declining.

According to the expert, the average client age has grown from 36 to 37 years due to a reduction of 160,000 people in the 25-34 age group. The expert connects the dynamics with demographic reasons, including the decline in the birth rate in the 1990s, and with the departure of some men abroad after the announcement of partial mobilization. Olga Kiseleva noticed an increase in the number of clients over 45 years old. “There are more adapted products in the line: for example, stretching, yoga, Pilates, functional training,” she explains. The expert also draws attention to the growth in the offer of near-medical programs related, for example, to breathing or mental health.

FitnessData is counting on further growth in its client base, drawing attention to the low level of engagement: only 4% of the country’s population regularly go to clubs. Olga Kiseleva calls the growth in the number of visitors a global trend. But this does not yet lead to a direct increase in business margins due to the constant increase in costs, she adds.

Mikhail Vasilyev is cautious about a possible increase in the audience of fitness studios, assuming that only new and most successful formats will remain the growth point. “There is no steady growth in the income of the population, and during periods of crisis, Russians often choose the most affordable entertainment formats,” he argues. Irina Tumanova also draws attention to the fact that many seek to save money on visiting sports clubs.

Alexandra Mertsalova