In terms of market penetration, however, Sweden is first: 21.6% of the total population go to fitness clubs, closely followed by Norway (21.4%), Denmark (18.6%) and Switzerland (18.6%). Throughout Europe, 9.4% of people aged 15 and over have a card for the fitness club. The greatest opportunities for growth exist in Southern and Eastern Europe, where the market is still small.
“2018 was another year of growth for the industry,” summarises Martin Rutgers, member of the EuropeActive Board and co-author of the report: “We saw more small and medium-sized facilities opening closer to where people live and work, making fitness even more accessible for all. We remain confident to reach the industry goal of 80 million members by 2025.”