22% of Italians choose chains to save up to 67%

The growth of fitness franchising is not an isolated phenomenon. In 2024, the sector recorded an increase in turnover of 9.9%, reaching a total of 34 billion euros in Italy. In 2023 alone, the number of franchised outlets increased by 7.6%, contributing 1.8% of the national GDP. These numbers reflect a structural change in the way Italians approach physical activity. ‘Fitness franchising – explains Enrico Tosco, industry expert and CEO of Reting – is responding to a real need in the market. It’s not just about lower prices, but about a completely different business model that focuses on efficiency, standardization and technology to reduce operating costs.”

The industry paradox emerges when analyzing loyalty factors. While the price attracts customers, it is the motivating and positive environment that keeps them, as stated by 46% of members. “The challenge for franchising is maintaining a balance between economic efficiency and quality of experience. Data shows that 37% of users remain loyal thanks to personalized programs, something where independent centers traditionally have an advantage,” notes Tosco.

The European context confirms the vitality of the sector. Total revenues of the fitness market in Europe increased by 14% in 2023, reaching €31.8 billion and exceeding pre-pandemic levels of 2019. In this scenario, membership fees represent 52.53% of the market share of fitness centers, highlighting a model based on recurring subscriptions that favors the economies of scale typical of franchising. Technology is playing a crucial role in this transformation. The digital fitness industry reached global revenue of $59 billion in 2024, with a forecast of 7% growth through 2029.

In Italy, nearly 10 million people have used at least one health and wellness app, with 38% focusing on fitness and yoga. “Integration between physical and digital is the future of the sector. Franchise chains have greater resources to invest in technology and this represents a significant competitive advantage,” says Tosco.

The decision-making process of Italians in choosing a gym is evolving. While word of mouth remains key for 43% of users, 25% use the internet to compare options and one in four are influenced by online reviews. This digital shift favors organized chains that can invest in marketing and online presence. The perception of the value offered by franchising is particularly strong on specific aspects. In addition to prices, 48% of users rate the quality and variety of equipment in the chains as superior. However, on aspects such as cleanliness and quality of courses, many users do not see significant differences or still prefer independent centers.

“The market is polarizing. On the one hand we have the large chains that focus on volumes, competitive prices and technology. On the other, the independent centers that must differentiate themselves through customization and the boutique experience. Both models have room to grow in a market that sees 8 out of 10 Italians practicing some form of physical activity”, concludes Tosco.

Future prospects indicate continued expansion of franchising, driven by various factors. The growing focus on wellbeing, with 84% of users training to ‘feel fit’, ensures sustained demand. Demographic evolution, with young people increasingly attentive to the quality-price ratio, favors efficient models. Finally, digital integration opens up new service and loyalty opportunities.

The Italian fitness sector is therefore at a turning point. With 7,500 active centers and a growing market, the competition between different business models is redefining the offer. For consumers, this translates into more options and more competitive prices. For operators, the challenge is to balance economic efficiency and quality of service in an increasingly demanding and informed market.