What’s Fueling Fitness Industry Growth in 2025?

“A more holistic and sustainable approach to fitness is quickly replacing antiquated fitness tropes that preach ‘no pain, no gain.’” —Julie Cartwright, President of Pvolve

When Julie Cartwright joined Pvolve in 2017, she was drawn to its mission: to transform women’s lives through low-impact, functional movement. That vision aligned with her passion for making wellness more inclusive, and under her leadership, Pvolve has grown from a digital startup into a global fitness brand with a fast-expanding studio network.

Today, consumers are rethinking what fitness means. The “no pain, no gain” mentality is giving way to sustainable movement, long-term health, and personalized experiences. Pvolve is leading that shift, offering a method rooted in science and designed to meet people where they are, whether in-studio, at home, or on the go.

This article explores the numbers behind that cultural shift. From rising gym memberships to the explosion of boutique franchises and hybrid workouts, the statistics tell a clear story: the future of fitness is functional, flexible, and built for real life.

Fitness Industry Insights and Statistics

How Fast is the Fitness Industry Growing?

The numbers tell a clear story: the fitness industry is not only stable but accelerating. From global market size to U.S. membership trends, the data points to long-term growth and opportunity for both investors and fitness entrepreneurs.

What is the global fitness industry worth?

The global health and fitness industry is now valued at $87 billion, indicating just how much consumers are spending on workouts that fit their lifestyle, whether in person or online.

How much has the fitness industry grown annually?

The fitness industry has grown steadily at a rate of 3–4% each year for the past decade. This consistent growth shows that fitness isn’t just a trend; it’s a lasting priority for consumers.

How many Americans currently hold gym memberships?

Over 64 million Americans have gym memberships today, showing just how many people are making fitness a regular part of their lives.

What percentage of the US population has a gym membership?

About 20% of the U.S. population now has a gym membership, indicating a growing shift toward regular exercise and wellness as part of everyday life.

How much revenue does the U.S. fitness market generate each year?

The U.S. fitness market generates $33.25 billion annually, underscoring the significant value Americans place on staying active and investing in their health.

What is the long-term outlook for gym membership growth?

Gym memberships are expected to double over the next 10 to 15 years. This long-term growth points to rising demand for fitness options that are accessible, effective, and aligned with modern lifestyles.

What’s Fueling the Growth?

Growth in fitness isn’t random. It’s being driven by clear cultural, behavioral, and technological shifts. Consumers are prioritizing health more than ever and seeking fitness experiences that are flexible, accessible, and aligned with total well-being. Several key factors are fueling this evolution:

• Health insurance incentives: Employers subsidize memberships to reduce long-term costs
• Health-conscious living: More consumers are prioritizing whole foods, mental wellness, and preventive care
• Wearable fitness trackers: Devices like Apple Watch, Fitbit, and WHOOP provide daily data that promotes consistency and accountability
• Hybrid and virtual workout options: Streaming fitness—popularized during COVID—remains a preferred option for convenience, flexibility, and accessibility

How has in-person fitness attendance changed since COVID?

In-person fitness attendance has increased by 66% since the pandemic. This rebound indicates that people are eager to reconnect with studio workouts, group classes, and other forms of shared movement.

How many Americans regularly use at-home workouts?

Nearly half of Americans use at-home workouts on a regular basis: convenience and flexibility remain top priorities in the way consumers stay active.

What do consumers expect from fitness today?

Today’s consumers expect fitness to go beyond physical results and support their emotional well-being. People are looking for workouts that help them feel stronger, healthier, and more balanced in all facets of life.

Why Franchising is Booming

Franchise ownership is on the rise, and fitness sits at the center of that momentum. With growing consumer demand and a low-barrier entry point, fitness franchises are emerging as one of the most attractive business opportunities in today’s market.

Where do fitness franchises rank among the top industries?

Fitness service franchises are now ranked among the top five fastest-growing franchise industries, showing just how strong the demand is for accessible, results-driven fitness experiences.

What percentage of entrepreneurs plan to launch businesses?

A record 91.4% of entrepreneurs plan to start new businesses. With fitness in such high demand, many are turning to the health and wellness industry as a steady investment.

How many business owners feel more ready to start now?

Over half of aspiring business owners—56.7%—say they feel more ready to start now than they did just three months ago. This growing confidence reflects strong market conditions and rising interest in industries like fitness.

What percentage of small business entrepreneurs are women?

Half of all small business entrepreneurs today are women, marking a noticeable rise from past years. This shift is especially strong in wellness and fitness, where many women are turning their passion into purpose-driven businesses.

Why Boutique Fitness Is Thriving in 2025

More people are turning to boutique fitness as they move away from generic gyms in favor of personalized, sustainable workouts that fit into daily life. It’s no longer just about intensity or appearance. Today’s consumers want movement that feels good, builds strength, and aligns with their wellness goals.

Boutique studios meet this need with focused instruction, calming design, and a stronger sense of connection. Members value trainers who understand their goals, recovery-based programming, and spaces that feel like part of a lifestyle, not just a workout.

Pvolve’s franchise model delivers on all of this. Its science-backed, low-impact method supports real results without wear and tear. With hybrid access through studio classes, live virtual sessions, and on-demand content, members can stay consistent from anywhere. As demand for boutique fitness grows, Pvolve offers exactly what modern members and franchise owners are looking for.

The Future of Fitness: What Comes Next?

As the industry continues to evolve, boutique fitness is positioned to lead the way, offering smarter, more sustainable movement rooted in science and personalization. Consumers will keep seeking experiences that support both physical and mental well-being, with flexibility, accountability, and long-term results baked in.

Looking ahead, we expect to see even greater integration of technology and recovery tools, from AI-assisted progress tracking to infrared therapy and mobility diagnostics. Recovery, stress reduction, and functional longevity are becoming as important as the workouts themselves. Studios that offer not just fitness, but holistic wellness experiences, will stay ahead of the curve.

For brands and franchise owners ready to meet that moment, the opportunity is only getting stronger. Demand is high. Expectations are shifting. And boutique models like Pvolve—rooted in real results and real connection—are exactly what comes next.

Real Franchisees, Real Impact

Behind every Pvolve studio is a story—and a franchisee who believed in the method enough to build a business around it. For many, it started with a personal connection to the workout and grew into a mission to help others feel good in their bodies and lives.

“Pvolve is changing the conversation around holistic wellness. Our workouts combine toning with functional movement to help people feel incredible inside and out.”
— Kirstin K., San Diego Franchise Owner

“After a long career in insurance, I wanted to bring wellness to people—and I believe I’ve found that in Pvolve.”
— Lucille & Tom C., Victoria Franchise Owners

“We’d looked at countless brands, but nothing felt right. Then one day, we checked Pvolve’s site and saw they had just launched franchising. It felt meant to be.”
— Cynthia & Ben H., Nashville Franchise Owners

Start Your Fitness Business with Pvolve

If you’re ready to turn your passion for wellness into a meaningful business, Pvolve offers a proven model built around movement, science, and support. As a franchisee, you’ll gain access to a system designed for long-term growth, with hybrid class formats, branded equipment, and a fast-growing community.

With consumer demand for boutique fitness at an all-time high, now is the time to bring the Pvolve method to your city, and help people move smarter, feel stronger, and live better.