What does the health & fitness centers market landscape look like in the US?

The US health and fitness center landscape is fragmented and faces competition from local government-owned recreational centers and nonprofit community-oriented centers. Herein, business models vary across the industry, including corporate-owned networks (e.g. 24 Hour Fitness), franchise-based players (e.g. Crunch Fitness) and hybrid operators (e.g. Planet Fitness). The premium segment is characterized by a higher share of small, independent operators, while the budget segment is dominated by large national chains with extensive membership bases. For example, the top-10 budget players collectively account for ~40% of total US gym memberships. Large health and fitness center chains in the US continue to gain share through consolidation (e.g. Genesis Health Clubs’ 9 acquisitions in 2025). The long tail of operators competes by focusing on specific regions, offering specialized workout formats, or adopting reward-based engagement models to attract and retain members. For example, 10GYM focuses on the Oklahoma and Arkansas markets, while Rumble Boxing offers a Fight Club Loyalty Program, where for every ~100 visits, customers will be rewarded with ~$100 toward their next purchase.