The Latin American fitness market is showing significant strength and appears poised for substantial growth in the coming years, according to a recent survey. Urban populations in the region are highly engaged in fitness, creating new opportunities for gym operators, fitness brands, and investors to expand their footprint.
The 2024 Latin America Fitness Consumer Survey, conducted by J. Wallin Opinion Research on behalf of the Health & Fitness Association (HFA) and fitness software company ABC Fitness, examined fitness habits across urban areas in six countries: Brazil, Mexico, Argentina, Colombia, Peru, and Chile. The findings indicate that 61% of urban Latin Americans exercise at least twice a week, and 78% work out multiple times a month.
Gyms and studios emerged as the preferred exercise spaces for 55% of active respondents, emphasizing the region’s demand for structured fitness environments. ABC Fitness CEO Bill Davis highlighted this trend, stating that Latin America’s urban fitness enthusiasts highly value these facilities for their health and wellness goals.
The survey, based on responses from 3,699 Latin Americans aged 18 and above, revealed that general health (44%), mental and emotional well-being (42%), and self-confidence (36%) were the top reasons people cited for exercising. In contrast, building muscle (15%) and strength (13%) ranked as the least popular motivations.
When it comes to workout preferences, outdoor activities like cycling, running, and swimming were the most favored, with 43% of respondents engaging in these forms of exercise. Strength training ranked second at 32%, followed by cardio activities such as treadmills and ellipticals at 27%.
Opportunities for Fitness Operators and Brands
The survey highlighted several promising trends for gym and studio operators in the region. Among active respondents, 69% reported owning a fitness facility membership, with most spending between $10 and $50 per month. Brazil stood out as a particularly strong market, where nearly 80% of active individuals hold memberships.
For those without a gym membership, over half (53%) expressed plans to purchase one within the next year, signaling a significant opportunity for fitness operators to attract new members. HFA President Liz Clark remarked that the growing number of potential gym-goers positions the Latin American fitness industry for continued expansion.
American Fitness Brands Eye Latin America
The potential of the Latin American market has not gone unnoticed by major fitness brands in the U.S., many of which are actively targeting the region. Boutique chains like Orangetheory Fitness and F45 Training already have established operations in Mexico, while other brands are preparing to enter the market.
Xponential Fitness, owner of multiple boutique fitness brands, has announced plans for its Club Pilates chain to open at least 65 studios in Mexico over the next decade. Pure Barre, another Xponential brand, is set to launch its first studio in Mexico in early 2025.
American investors are also recognizing the opportunity. ACON Investments, a Washington, D.C.-based private equity firm, recently provided growth capital to Commando, a Mexico-based high-intensity group fitness brand, to support its physical expansion.
In Brazil, Freemotion Fitness, the commercial equipment division of iFIT, has partnered with a local distributor to bring more cardio and strength training equipment to gyms across the country.
A Growing Market with High Potential
Latin America’s fitness sector is thriving, fueled by motivated consumers and expanding opportunities for operators and investors alike. With a strong foundation of engaged gym-goers and increasing interest from those who are not yet members, the region is set to play a pivotal role in the global fitness industry’s future growth.
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