Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Fitness Summer Update

By 
Shira Petrack
September 17, 2021
Fitness Summer Update
SHARE
Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
Key Takeaways

When we last checked in with the fitness industry, the sector was slowly making a comeback – although visits still lagged behind 2019 figures. Now, over a year and a half after COVID first hit the United States, we dove into the data to understand how this hard-hit industry is faring under the new normal.

Americans are Returning to Gyms 

The fitness sector suffered a heavy blow over COVID. As health clubs closed throughout the country went into lockdown, many gyms could not afford to stay in business – according to one study, 22% of gyms have shuttered permanently since the start of the pandemic. And as home workouts gained popularity, some experts predicted that even after gyms reopen, many would choose to continue their home routines. 

But despite the doomsday predictions, an undeniable fitness recovery is underway. Visits to fitness centers nationwide compared to 2019 were down only -3.2% and -3.3% in June and July, respectively. And while the visit gap increased slightly to -4.8% in August – likely a result of a rise in COVID cases and reinstituted indoor mask mandates – the data definitely does not support the theory that a significant contingent of the population has decided to permanently ditch the gym - especially considering the continued disruption to normal work and school routines and city traffic.

Visit Recovery is Unevenly Spread Out 

July visits to Crunch Fitness, Planet Fitness, Workout Anytime, and Anytime Fitness grew by 33.3%, 7.1%, 12.3%, and 6.6%, respectively, when compared to 2019. And although August visits fell almost across the board – likely due to the COVID resurgence – these gyms have successfully weathered the past year and a half, and they will likely continue to thrive despite the current setbacks. 

Meanwhile, visits to Orangetheory Fitness, LA Fitness, Gold’s Gym, and 24 Hour Fitness fell by -5.2%, -20.8%, -22.1%, and -40.6%, respectively. But the low visit numbers do not mean that these brands should be written off. First, class oriented brands like Orangetheory have been hit harder than most by rising COVID cases. Second, many of these brands have a large proportion of locations in major cities which have recovered at a slower pace.

Gym-Goers Slowly Returning 

And, indeed, month-over-month visit comparisons indicate that the brands with the largest visit gaps are also the brands that are experiencing the greatest month-over-month growth. Between May and July, visits to Orangetheory, LA Fitness, Gold’s Gym, and 24 Hour Fitness increased every month when compared to visits the previous month, indicating that these chains have yet to reach their visit peak. And while August visits dropped across the board, foot traffic is likely to climb back up as the current COVID wave subsides. 

Visit Length Increases 

Another positive sign for the sector’s recovery is the increase in visit duration. We had last looked at the change in visits length in April, and we had found that the share of short visits had increased over the pandemic while the share of longer visits had decreased. But analyzing the average visit length over the last three full months reveals that people are now actually spending more time in the gym now than they were before the pandemic -  a significant sign of a growing level of comfort in these locations. 

The increase in average visit duration may reflect how excited people are to be back in the gym. While home workouts may be more convenient and cost-effective, it seems that they will never be able to truly replace the vast equipment and class selection, professional trainers, and motivation that the gym has to offer. 

Rise of the Boutique Gyms

Looking beyond the visit leaders, some of the sector’s highest performers are boutique gyms that specialize in a specific type of fitness activity. As fitness visits nationwide are still falling below the pre-COVID benchmark, and despite the August downturn, Pure Barre, Club Pilates, and CycleBar posted visit increases of 6.8%, 28.8%, and 6.2%, respectively, when compared to 2019. 

Since the start of the pandemic, many Americans have been increasingly prioritizing wellness. The fitness industry’s impressive overall visit recovery along with the rise in visit duration signal that despite the difficult year and a half, the sector is making a comeback. It looks like the 2020 predictions about “the end of gyms” will not be coming true any time soon. 

When will the fitness industry close its visit gaps? Will visits to boutique gyms continue to grow? 

Visit Placer.ai to find out. 

Learn how downtown regions across US cities are measuring up with our free tools.
Check out the latest trends for
No items found.

Related Topics

Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
SHARE
Get 3 brand & industry
breakdowns every week
Subscribe to the newsletter
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.

Recent Publications

Get 3 brand & industry breakdowns every week

Subscribe to the newsletter
Placer 100 Retail & Dining Index: Strong Kickoff to the Holiday Season
Placer.ai Office Index: November 2024 Recap
Placer.ai November 2024 Mall Index: Black Friday Boosts Mall Visits
“Glicked” and Moana 2: A Thanksgiving Box Office Surge
‍Placer.ai Ranked Number 160 Fastest-Growing Company in North America on the 2024 Deloitte Technology Fast 500™‍
Jersey Mike’s: On A (Sandwich) Roll
Black Friday Weekend: Plenty of Reason for Cheer
Pre-Thanksgiving Travel & Leisure Visitation Patterns
2024 Pre-Thanksgiving Consumer Traffic Trends 
Turkey Wednesday 2024: A Veritable Grocery Feast 
Starbucks’ Red Cup Day Makes a Comeback 
Eatertainment in Q3 2024: Dave & Buster’s and Chuck E. Cheese
Dollar Stores Ahead of the Holidays
Five Below and Ollie’s Bargain Outlet: A Pre-Holiday Snapshot
Kroger: Getting into The Seasonal Swing 
Avison Young Launches Office Busyness Index Powered by Placer.ai to Provide Unmatched Insights on Office Utilization Across Major U.S. Markets
Off-Price Ahead of the 2024 Holiday Season
A Beautiful Season Ahead: Ulta and Sally Beauty Supply
Sportswear Ahead of the 2024 Holiday Season 
Placer 100 Index: October 2024 Recap 
Placer.ai Office Index: October 2024 Recap
Placer.ai Mall Index: October 2024 Recap 
Halloween’s 2024 Retail & Dining Impact – Party City Carries the Season
Checking in With Department Stores: Nordstrom and Macy’s
Superstores and Wholesale Clubs Ahead of the Holidays
Home Depot and Lowe’s Heading Into the Holidays
Starbucks and Dutch Bros: Short Visits Lead the Way
Planet Fitness: Raising the Bar(bell)
Checking in With Full-Service Restaurants: First Watch, Chili’s, and Outback Steakhouse
RBI and Yum!: QSR Resilience in 2024
Boot Barn and DSW: Stepping Up Their Game
Target’s October Circle Week: A Data-Driven Snapshot
Chipotle, Shake Shack & Wingstop: Dining Success in Q3 2024
Playa Bowls and Tropical Smoothie Cafe: Berry Big Business
Cheesecake Factory & BJ’s Restaurants: Full-Service Success
Checking in on McDonald's and Wendy's 
Sprouts Farmers Market: A Specialty Grocer With a Traditional Twist
CAVA: The Craze Continues
Placer.ai Reaches $100M Annual Recurring Revenue
Catching Up With Carter's 
A Texas Roadhouse and LongHorn Steakhouse Showdown
Placer.ai Mall Index: September 2024 Recap – Labor Day Peaks and Holiday Season Predictions
Albertsons Q3 Check-In
Looking Ahead to the 2024 Holiday Season
Trader Joe's: Continuing to Thrive in 2024
Bowlero and AMF: A Ten-Pin Knockout
Recreational Retail: Store Performance in 2024
Placer.ai White Paper Recap – September 2024
A QSR and Fast-Casual Face-Off
Sam’s Club’s In-Store Retail Media Network Opportunity
The Rising Stars: Six Metro Areas Welcoming Young Professionals
Costco in 2024: A Deep Dive
Sherwin-Williams in 2024: Brighter Than a New Lick of Paint
Life Time and Orangetheory: Premium Fitness Flourishing
C-Stores: More Than A Pit Stop
Darden: Dining Dominance Undeterred 
Placer 100 Index for Retail and Dining: August 2024 Recap
Placer.ai Office Index: August 2024 Recap
Placer.ai Mall Index: August 2024 Recap – Back-To-School In Full Swing
Auto Parts Retailers: The Traffic Continues
Pumpkin Spice Works its Magic Once Again
School Season Sparks Retail Growth
Placer.ai White Paper Recap – July & August 2024
Big Lots’ Big Rightsizing Move in Four Data Points
Fun Away From The Sun: Checking in With Eatertainment
Domestic Migration and Population Growth: Strong Currents Off The Carolina Coast
The Civic Impact of Summer Events
Retail Trends in College Towns: A Back-to-School Snapshot
Five Below and Ollie’s Bargain Outlet: Consumers Still on the Hunt for Discounts
Macy’s & Bloomingdale’s: Into 2024 and Beyond
Limited Time Only: The Trend Continues
Beauty in 2024: Many Ways to Win
Dollar General & Dollar Tree: Powering Ahead in Q2 2024
The Home Depot and Lowe's Foot Traffic Remodel in Q2 2024
Superstore Update: Summer Savings Spree
Placer.ai Mall Index: July 2024 Recap – From Fourth of July to Back-to-School
Placer.ai Office Index: July 2024 Recap
Summer Movie Madness: Blockbuster Films Boost Foot Traffic
Driving Success: Toyota in 2024
Denny’s and IHOP: An All-Day Breakfast Matchup
Warby Parker: Seeing Clearly Now
Planet Fitness at the 2024 Halfway Point
Serving Summer 2024: RBI and Yum! Brands Q2 Foot Traffic
Starbucks, Dutch Bros., Dunkin’: Finding Summer Success
Fast Food and Fast Casual Favorites, Plus CosMc’s Takeoff
Chipotle and Sweetgreen: Fast-Casual in Q2 2024
First Watch, Texas Roadhouse, and Applebee’s: An FSR Roundup
Albertsons Companies: H1 2024 Recap
Teaming Up For Success: Sports Stadium Sponsorships
Limited Time Offers: Price Wars Boost Visits
Placer 100 Index for Retail & Dining: June 2024 Recap
Placer.ai Mall Index: June 2024 Recap
Placer.ai Office Index: June 2024 Recap
Inside Out 2: The New Blockbuster Bringing Crowds Back to Theaters
Petco and PetSmart: A Head to Head
Frozen Delights: Exploring Ice Cream Chains Across America
Placer.ai White Paper Recap – June 2024
Barnes & Noble: Writing a New Story
Small Format Stores - Sprouting, Blooming, and Expanding
Retail and Dining on Father’s Day