Americans are working out in gyms and studios more than ever. According to the Health and Fitness Association (HFA), a record 81 million people belonged to a gym, studio or other fitness facility in 2025, up 5.2% on 2024. That’s 26.1% of everyone aged six and older. More than 100 million people used a facility in some way, and they made an estimated 7 billion visits, beating the pre-pandemic peak of 2019.
Who is driving growth
Older adults. Members aged 65 and over were the fastest-growing group in 2025, up 8.6% in a year. They want strength, balance, mobility and health-focused programs, often in smaller, quieter settings with knowledgeable coaches.
People who belong to more than one place. Many members combine a low-cost gym with a specialist studio or a personal trainer. That creates room for small, specialist businesses alongside the big chains.
Health-motivated exercisers. HFA found members are about seven times less likely than non-members to report no physical activity in a typical week. Fitness is increasingly sold, and bought, as health care’s partner.
Jobs and pay
The Bureau of Labor Statistics projects employment of fitness trainers and instructors to grow 12% from 2024 to 2034, much faster than average, with a median wage of $46,180 in May 2024. Most trainers hold a certification in their specialty, and many employers require CPR and AED training.
Best entry points for a small business
| Business | Startup cost | Why it works now |
|---|---|---|
| Personal training business | Under $5,000 | Low overhead; train clients at home, outdoors, online or in a rented gym |
| Boutique fitness studio | $50,000 to $250,000 | Members pay a premium for a specialist experience and community |
| Active-aging fitness classes | Under $5,000 | Serve the fastest-growing group in community centers and senior living |
| Online coaching | Under $5,000 | Reach clients anywhere; pairs well with in-person training |
Startup costs are Advanton estimates. Studio costs depend mostly on rent, build-out and equipment in your area.
Risks to plan for
Member churn. Gyms lose a meaningful share of members every year. Small businesses win by building relationships, tracking results and checking in on members who stop showing up.
Seasonality. January brings a rush of sign-ups; summer is often slower. Plan cash flow and promotions around it.
Liability. Use signed waivers, keep certifications current, and carry professional liability insurance.
Our take
Fitness is in a healthy growth phase, and the opportunity for a new owner is in specialization: older adults, strength, rehab-adjacent training, small groups and coaching that delivers measurable results. Start with personal training to build a client base, then add a space when demand proves it.
Ready to start? Follow the Start a Business A–Z guide.
Sources
- Health and Fitness Association, 81 million Americans were members of a fitness facility in 2025
- Health and Fitness Association, 2026 US Health and Fitness Consumer Report
- Health Club Management, US gym usage at an all-time high
- US Bureau of Labor Statistics, Fitness Trainers and Instructors
Last reviewed October 17, 2026. Startup costs are estimates; check local prices, licensing and tax rules before you commit money.
