Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Offline Fitness Has Returned 

Shira Petrack
July 28, 2022
Offline Fitness Has Returned 

Our latest white paper dives into the spectacular return of the offline fitness industry. We looked at overall fitness visit patterns, regional variance trends, and changes in gym-goer behavior to analyze how consumers’ relationships with health clubs have evolved as a result of the pandemic. We also explored the impact inflation has on the sector to understand how fitness consumer behavior is adapting to changing economic circumstances. Below is a taste of our findings – for the full report, read the white paper here

Following a Slow January, Gyms Are Now Thriving  

January is usually offline fitness’ biggest month, with New Year’s resolutions driving a significant increase in membership sign-ups and foot traffic relative to the rest of the year. And although this year’s January gym rush was hampered by the spread of Omicron – the sector showed incredible resilience and bounced back as soon as the wave ended, with February visits already seeing an increase of 7.9% relative to February 2019. 

The growth in nationwide fitness visits is all the more impressive given the gloom and doom predictions regarding the end of gyms at the height of the pandemic – and the fact that, according to some estimates, 15% of gyms permanently closed in 2020 alone. Even historic inflation rates haven’t slowed this growth rate down, with June 2022 gym visits outperforming June 2019 foot traffic levels by 26.2%.

Fitness Growth Beats Other High-Performing Sectors 

Fitness is not only beating its own 2019 and 2021 numbers – the growth in fitness foot traffic is also significantly higher than year-over-three-year (Yo3Y) visit increases in other high-performing sectors. In June 2022, Yo3Y visits to groceries and superstores grew 1.5% and 0.3%, respectively, while fast food & QSR remained close to 2019 levels with only a 2.5% visit gap – still an impressive feat given the current economic climate. Meanwhile, fitness foot traffic grew a whopping 26.2% Yo3Y. 

Some of the increase in gym visits may actually be driven by inflation. Partaking in most other activities, from dining out to shopping, leads to a new expense each time the activity is experienced. But gyms usually charge a flat fee – which can be as low as $10 – for monthly access, and the membership also often includes more than just entrance to a weight room or access to an elliptical. Many health clubs offer app access to workouts, online nutrition programs, and other omnichannel services, which lets gym-goers get quite a bang for their buck. And for many gym-goers, having a space to enjoy the community of like-minded people is enough of a reason to keep their membership even when trying to cut back on their spending. 

Offline Fitness Has Made a Comeback 

The benefits of exercise are innumerable, from lowering stress levels to increased longevity to fewer COVID complications – but another significant aspect of offline fitness is the community created around gyms and exercise. People seek community and interaction, and the gym is one of the best ways to cultivate those relationships. As pandemic restrictions isolated many, people are now ready and eager to take advantage of fun, positive, face-to-face interactions – and a class at the gym or session with a trainer fits that bill. 

Want to find out more about the state of offline fitness in 2022? Read the full white paper here

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
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 Free
Oops! Something went wrong while submitting the form.
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In’s Q4 2022 Quarterly Index Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023 Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap
The San Francisco Shift
Grocery Year-End Update: Publix in the Spotlight
Three Ways Retailers Can Think Small to Increase Store Impact
Offline Beauty Is on an Upswing
The Evolving Migration Patterns of New York’s Florida Snowbirds Office Index: November 2022 Recap
How Viral Social Media Trends Can Drive Offline Engagement
Are You Ready for Some Football? Experiential Marketing Shows Promise
Mall and Shopping Center Trends For 2023
Retail Corridors and Indoor Malls: A Holiday Head-to-Head
Placer Bytes: Nike, lululemon, and GameStop Update Mall Indexes: November 2022 Update
Black Friday 2022: Consumers Hear the Call
Digitally Native Brands: Taking Off, Offline
Discount and Dollar Stores Leading the Pack
Turkey Wednesday 2022
Retail’s Evolving Holiday Season
Placer Bytes: Starbucks and Department Stores Ahead of Black Friday
Ulta: A Force to be Reckoned With
College Towns Drive Dining Growth
Foot Traffic Trends Reveal Consumers Ready for Holiday Cheer
How Retailers Can Win Big By Going Small
How Are Consumers Feeling Ahead of Black Friday 2022?
Off-Price, Hibbett, and Dick’s Pre-Holiday Check-in
Ho, Ho, Wholesale: Costco, Sam’s Club, and BJ’s
October 2022’s Retail Rebound
Target and Walmart Ahead of the Holidays
Home Improvement: Leave it to the Pros
Despite Inflation, Holiday Season is Off to a Good Start Office Index: October 2022 Recap Mall Indexes- October 2022 Update
Americans Double Down on Fitness
The State of Grocery
CVS and Walgreens: The Wave Continues
Coffee Chains Brewing Up Visits Spotlight: Pizza Players
What Drove COVID-Era Urban Migration Trends?
Kroger and Albertsons: A Merging of Strengths
Texas Roadhouse Innovations Dishing Up Success
Holidays on the Horizon: Mid-Range and Luxury Shopping
McDonald's and Chipotle's Post-Pandemic Success
Announcing’s Q3 2022 Quarterly Index
5 Hot Restaurant Brands for 2023
Target Finds a Winning Deals Day Formula
Five Trends to Watch for 2022’s Holiday Shopping Season
September 2022 Analysis: A Difficult Month and Time for Optimism
Inflation’s Retail Winners
Five Apparel Retailers to Watch Ahead of the Holidays Spotlight: Wawa’s QSR Pivot Mall Indexes: September 2022 Recap Office Indexes: September 2022 Recap
The Impact of Population Growth on Commercial Real Estate 
Starbucks' New Makeover
There's Somethin' About Pumpkin
Expanding Offline Reach
Breakfast Restaurants are Rising in Popularity
The Power of Labor Day 2022
Tourism in Miami Heating Up
Citi Trends on the Rise
Reaching Rural Consumers Through Retail Media Network
Darden Restaurants Cooking Up Success
The Home Improvement Sector: A Sign of Consumer Confidence
QSR Is Having a Northeastern Growth Spurt
Domestic Migration’s Ripple Effects
A Look Back at Back To School 2022
Kroger Digital Tell-All
The Return of In-Person Networking
The Reinvention of the American Mall Office Building Indexes: August 2022 Recap Mall Indexes - August 2022 Recap
Five Below’s Back to School Success
Plus-Size Fashion’s Staying Power
Placer Bytes: Best Buy & GameStop 
Petco Barking Up the Right Tree
Lipstick Effect Boosts Ulta’s Growth