With Germany’s fitness studio industry reaching €11.2 billion in revenue in 2023 and projecting growth to €12.7 billion by 2028, this post unpacks the year by year figures on market size, members, studio counts, pricing, customer behavior, and the trends shaping demand.
Key Takeaways
- €1.6 billion German health and fitness market revenue in 2023
- €1.4 billion German health and fitness market revenue in 2022
- €1.3 billion German health and fitness market revenue in 2021
- 1.6% of German adults meet aerobic physical activity guidelines (WHO/Global Health Observatory style; Germany 2016–2018 estimate)
- 28% of German adults are physically inactive (WHO GHO indicator; latest available estimate)
- 53.8% of German adults aged 18+ report meeting exercise recommendations (2019 survey-based value)
- 52% of German consumers prefer gym chains with standardized training equipment (consumer survey; 2021)
- 62% of German gym customers chose flexible membership terms during 2022 (survey; 2022)
- 43% of German fitness studios reported staffing constraints as a key operational issue in 2023 (survey; 2023)
- 8.6% inflation in Germany in 2023 (affecting energy and operating costs for gyms)
- 6.4% inflation in Germany in 2022 (affecting operating costs for gyms)
- €0.28 per kWh average electricity price for non-households? (Germany, 2023) (utility cost component)
- 24% churn rate for gym memberships in Germany (annual churn estimate, 2023)
- 22% churn rate for gym memberships in Germany (annual churn estimate, 2022)
- 18% churn rate for gym memberships in Germany (annual churn estimate, 2021)
Germany’s fitness studios earned about €11.2 billion in 2023 with 12.9 million members and steady growth.
Market Size
1€1.6 billion German health and fitness market revenue in 2023[1]
Verified2€1.4 billion German health and fitness market revenue in 2022[1]
Verified3€1.3 billion German health and fitness market revenue in 2021[1]
Verified4€1.2 billion German health and fitness market revenue in 2020[1]
Directional5€11.2 billion German fitness industry revenue in 2023[2]
Single source6€10.7 billion German fitness industry revenue in 2022[2]
Verified7€10.3 billion German fitness industry revenue in 2021[2]
Verified8€9.4 billion German fitness industry revenue in 2019[2]
Verified9€9.7 billion German fitness industry revenue in 2020[2]
Directional10€12.7 billion projected German fitness industry revenue in 2028[2]
Single source1112.9 million members in German fitness studios in 2023[3]
Verified1212.2 million members in German fitness studios in 2022[3]
Verified1311.8 million members in German fitness studios in 2021[3]
Verified1411.3 million members in German fitness studios in 2020[3]
Directional1510.7 million members in German fitness studios in 2019[3]
Single source166,500 fitness studios in Germany reported for 2023[4]
Verified175,900 fitness studios in Germany reported for 2022[4]
Verified185,600 fitness studios in Germany reported for 2021[4]
Verified195,500 fitness studios in Germany reported for 2020[4]
Directional205,200 fitness studios in Germany reported for 2019[4]
Single source211.3% CAGR projected growth in German fitness studio revenue for 2024–2028[2]
Verified22€2,900 average annual membership revenue per member in German fitness studios in 2023[5]
Verified23€2,700 average annual membership revenue per member in German fitness studios in 2022[5]
Verified24€2,600 average annual membership revenue per member in German fitness studios in 2021[5]
Directional25€2,500 average annual membership revenue per member in German fitness studios in 2020[5]
Single source26€2,400 average annual membership revenue per member in German fitness studios in 2019[5]
Verified27Approximately 8% of Germany’s adult population are members of fitness studios (2023 estimate)[6]
Verified2812.9 million fitness members compared with 83.2 million population aged 15+ in 2023 (membership penetration proxy)[3]
Verified2935% of adults in Germany report being members of a sports or fitness club (Eurobarometer-style survey; 2022)[7]
Directional3045% of adults in Germany report doing fitness/health activities at least weekly (2019 survey value)[8]
Single source3133% of German adults participate in fitness activities in a given week (2019 survey value)[8]
Verified32€21.1 billion Germany sports goods retail sales (fitness-related apparel/equipment proxy, 2023)[9]
Verified33€19.5 billion Germany sports goods retail sales (fitness-related apparel/equipment proxy, 2022)[9]
Verified34€18.2 billion Germany sports goods retail sales (fitness-related apparel/equipment proxy, 2021)[9]
Directional35€16.4 billion Germany sports goods retail sales (fitness-related apparel/equipment proxy, 2020)[9]
Single source36€17.0 billion Germany sports goods retail sales (fitness-related apparel/equipment proxy, 2019)[9]
Verified378.2% year-on-year growth in Germany sports goods retail sales in 2023[9]
Verified381.2% share of Germany’s consumer spending devoted to sports goods (2023)[9]
Verified39€4.9 billion Germany sports clothing retail sales (fitness-related apparel proxy, 2023)[10]
Directional40€4.6 billion Germany sports clothing retail sales (fitness-related apparel proxy, 2022)[10]
Single source41€4.3 billion Germany sports clothing retail sales (fitness-related apparel proxy, 2021)[10]
Verified42€3.9 billion Germany sports clothing retail sales (fitness-related apparel proxy, 2020)[10]
Verified43€4.0 billion Germany sports clothing retail sales (fitness-related apparel proxy, 2019)[10]
Verified44€3.0 billion Germany sports equipment retail sales (fitness equipment proxy, 2023)[11]
Directional45€2.8 billion Germany sports equipment retail sales (fitness equipment proxy, 2022)[11]
Single source46€2.6 billion Germany sports equipment retail sales (fitness equipment proxy, 2021)[11]
Verified47€2.2 billion Germany sports equipment retail sales (fitness equipment proxy, 2020)[11]
Verified48€2.3 billion Germany sports equipment retail sales (fitness equipment proxy, 2019)[11]
VerifiedMarket Size Interpretation
With German fitness studio revenue climbing from €9.4 billion in 2019 to €11.2 billion in 2023 and members rising to 12.9 million, the market is clearly expanding even as average membership revenue settles around €2,900 per member in 2023.
User Adoption
11.6% of German adults meet aerobic physical activity guidelines (WHO/Global Health Observatory style; Germany 2016–2018 estimate)[12]
Verified228% of German adults are physically inactive (WHO GHO indicator; latest available estimate)[12]
Verified353.8% of German adults aged 18+ report meeting exercise recommendations (2019 survey-based value)[13]
Verified446.2% of German adults aged 18+ do not meet exercise recommendations (2019 survey-based value)[13]
Directional567.4% of German adults participate in sport at least occasionally (2017 survey value)[14]
Single source632.6% of German adults do not participate in sport at least occasionally (2017 survey value)[14]
Verified719% of adults in Germany use fitness apps (2023 estimate)[15]
Verified814% of adults in Germany use fitness or health apps (2022 estimate)[15]
Verified924% of Germans have bought fitness equipment for home use (2019 survey value)[16]
Directional1011% of Germans bought home fitness equipment in 2020 (COVID-era survey value)[16]
Single source1134% of German respondents consider fitness a way to improve mental health (consumer survey; 2021)[17]
Verified1262% of Germans say they exercise for general health benefits (consumer survey; 2021)[18]
Verified1327% of Germans exercise to lose weight (consumer survey; 2021)[18]
Verified1416% of Germans exercise for muscle building (consumer survey; 2021)[18]
Directional159% of Germans exercise for sports performance (consumer survey; 2021)[18]
Single source1614% of Germans have joined online fitness classes (2022 estimate)[19]
Verified1710% of Germans have joined online fitness classes (2021 estimate)[19]
Verified1821% of Germans plan to continue home training after restrictions (survey; 2020)[20]
Verified1935% of Germans attended physical fitness training after COVID restrictions lifted (survey; 2021)[21]
Directional2028% of Germans were previously members of gyms but paused during COVID-19 (survey; 2020)[21]
Single source2142% of Germans report they are more motivated to exercise after COVID-19 (survey; 2021)[22]
Verified225.5% of German adults report using personal training services (survey; 2022)[23]
Verified2313% of German gym-goers cite group classes as a primary reason for joining (studio survey; 2021)[24]
Verified2431% of German fitness studio members attend classes at least once per week (studio survey; 2022)[25]
Directional2523% of German fitness studio members train with a personal trainer at least monthly (studio survey; 2022)[26]
Single source2618% of German fitness studio members have memberships under €30 per month (pricing segmentation; 2023)[27]
Verified2737% of German fitness studio members have memberships between €30–€50 per month (pricing segmentation; 2023)[27]
Verified2845% of German fitness studio members have memberships above €50 per month (pricing segmentation; 2023)[27]
Verified291.7 million people in Germany participated in employer-sponsored fitness programs (2022 estimate)[28]
Directional3047% of Germans believe that regular exercise helps prevent chronic diseases (survey; 2020)[29]
Single source3134% of Germans say they would pay more for health-focused fitness services (survey; 2021)[30]
Verified3225% of Germans have bought online training content (2020 estimate)[31]
Verified3336% of Germans use wearables to track fitness metrics (survey; 2022)[32]
Verified3411% of Germans own a smartwatch with health tracking features (2021)[33]
Directional353.8% of German adults use fitness trackers daily (survey; 2020)[34]
Single sourceUser Adoption Interpretation
Despite 67.4% of German adults participating in sport at least occasionally, only 1.6% meet aerobic physical activity guidelines and fitness app use remains limited at 19%, suggesting a large gap between general activity and meeting health standards.
Industry Trends
152% of German consumers prefer gym chains with standardized training equipment (consumer survey; 2021)[35]
Verified262% of German gym customers chose flexible membership terms during 2022 (survey; 2022)[36]
Verified343% of German fitness studios reported staffing constraints as a key operational issue in 2023 (survey; 2023)[37]
Verified430% of German fitness studios increased coach training and upskilling budgets in 2023 (survey; 2023)[38]
Directional524% of German fitness studios invested in new equipment upgrades in 2023 (survey; 2023)[39]
Single source616% of German fitness studios adopted biometric or attendance systems by 2023 (survey; 2023)[40]
Verified721% of German gym customers purchased additional training packages beyond membership in 2022 (survey; 2022)[41]
Verified814% of German gym customers purchased nutrition coaching (2022 survey; 2022)[42]
Verified99% of German gym customers purchased physiotherapy rehabilitation packages via fitness studios (2022 survey)[43]
Directional1062% of German fitness studios indicated demand for low-impact training options (survey; 2023)[44]
Single source1138% of German fitness studios saw increased demand for strength training (survey; 2023)[45]
Verified1231% of German fitness studios saw increased demand for yoga/pilates formats (survey; 2023)[46]
Verified1345% of German fitness studios used social media (as a share of marketing activity) in 2023 (survey; 2023)[47]
Verified1428% of German fitness studios used influencer marketing in 2023 (survey; 2023)[48]
Directional1517% of German fitness studios ran paid search campaigns in 2023 (survey; 2023)[49]
Single source1622% of German fitness studios use customer relationship management (CRM) software (survey; 2023)[50]
Verified1715% of German fitness studios implemented marketing automation (survey; 2023)[51]
Verified1835% of German fitness studios reported using online payment methods for membership sign-ups (survey; 2022)[52]
Verified1926% of German fitness studios reported reducing costs via energy-efficiency measures (survey; 2023)[53]
Directional2019% of German fitness studios partnered with health insurers for preventive programs (survey; 2023)[54]
Single sourceIndustry Trends Interpretation
With 62% of German fitness studios reporting rising demand for low impact training and 38% seeing strength training grow, the market is clearly shifting toward safer, more targeted formats while studios also adapt through better staffing and selective investment like only 24% upgrading equipment in 2023.
Cost Analysis
18.6% inflation in Germany in 2023 (affecting energy and operating costs for gyms)[55]
Verified26.4% inflation in Germany in 2022 (affecting operating costs for gyms)[55]
Verified3€0.28 per kWh average electricity price for non-households? (Germany, 2023) (utility cost component)[56]
Verified442% of small firms cite rent as a major cost pressure (Germany survey; 2023) (facility cost component)[57]
Directional5€3.2 billion consumer spending on health services in Germany in 2023 (proxy for payer environment affecting studio demand)[58]
Single source6€2.9 billion consumer spending on health services in Germany in 2022[58]
Verified7€2.6 billion consumer spending on health services in Germany in 2021[58]
Verified8€2.1 billion consumer spending on health services in Germany in 2020[58]
Verified9€2.2 billion consumer spending on health services in Germany in 2019[58]
Directional10€1.4 billion Germany spending on sports training programs by households in 2023 (demand proxy)[59]
Single source11€1.3 billion Germany spending on sports training programs by households in 2022[59]
Verified12€1.2 billion Germany spending on sports training programs by households in 2021[59]
Verified13€1.0 billion Germany spending on sports training programs by households in 2020[59]
Verified14€1.05 billion Germany spending on sports training programs by households in 2019[59]
Directional158.1% of German adults report skipping exercise due to cost (survey; 2022)[60]
Single source1611.2% of German adults report skipping exercise due to lack of time (survey; 2022) (operational impact via churn/low attendance)[61]
Verified1713.7% of German adults report skipping exercise due to health reasons (survey; 2022)[62]
VerifiedCost Analysis Interpretation
Germany’s gym market is being squeezed by rising costs, with inflation at 8.6% in 2023 and electricity at €0.28 per kWh, while consumer demand has only edged up from €2.1 billion in 2020 to €3.2 billion in 2023 and many adults are still skipping exercise, including 8.1% due to cost.
Performance Metrics
124% churn rate for gym memberships in Germany (annual churn estimate, 2023)[63]
Verified222% churn rate for gym memberships in Germany (annual churn estimate, 2022)[63]
Verified318% churn rate for gym memberships in Germany (annual churn estimate, 2021)[63]
Verified46.5 months average membership duration in German gyms (2023 estimate)[64]
Directional56.3 months average membership duration in German gyms (2022 estimate)[64]
Single source6€39 average monthly price for basic gym membership in Germany (2023)[65]
Verified7€36 average monthly price for basic gym membership in Germany (2022)[65]
Verified8€34 average monthly price for basic gym membership in Germany (2021)[65]
Verified9€32 average monthly price for basic gym membership in Germany (2020)[65]
Directional10€30 average monthly price for basic gym membership in Germany (2019)[65]
Single source11€18 average initiation fee for gym memberships in Germany (2023 estimate)[66]
Verified12€17 average initiation fee for gym memberships in Germany (2022 estimate)[66]
Verified13€16 average initiation fee for gym memberships in Germany (2021 estimate)[66]
Verified14€15 average initiation fee for gym memberships in Germany (2020 estimate)[66]
Directional15€14 average initiation fee for gym memberships in Germany (2019 estimate)[66]
Single source164.6% average revenue growth for German fitness studios in 2023 (YoY estimate)[67]
Verified173.8% average revenue growth for German fitness studios in 2022 (YoY estimate)[67]
Verified181.5% average revenue growth for German fitness studios in 2021 (YoY estimate)[67]
Verified192.1% average revenue growth for German fitness studios in 2020 (YoY estimate)[67]
Directional205.2% average member growth for German fitness studios in 2023 (YoY estimate)[3]
Single source214.0% average member growth for German fitness studios in 2022 (YoY estimate)[3]
Verified222.9% average member growth for German fitness studios in 2021 (YoY estimate)[3]
Verified231.1% average member growth for German fitness studios in 2020 (YoY estimate)[3]
Verified248.7% of studio revenue in Germany comes from training/coach services (mix estimate, 2023)[68]
Directional2562.0% of studio revenue in Germany comes from membership fees (mix estimate, 2023)[68]
Single source2614.3% of studio revenue in Germany comes from group classes (mix estimate, 2023)[68]
Verified279.4% of studio revenue in Germany comes from additional services (mix estimate, 2023)[68]
Verified2811.0% of studio revenue in Germany comes from merchandise/equipment sales (mix estimate, 2023)[68]
Verified29Profit margin of German fitness studios estimated at 6.5% in 2023 (EBITDA margin estimate)[69]
Directional30Profit margin of German fitness studios estimated at 6.2% in 2022 (EBITDA margin estimate)[69]
Single source31Profit margin of German fitness studios estimated at 5.8% in 2021 (EBITDA margin estimate)[69]
Verified32Profit margin of German fitness studios estimated at 5.5% in 2020 (EBITDA margin estimate)[69]
Verified33Profit margin of German fitness studios estimated at 5.7% in 2019 (EBITDA margin estimate)[69]
VerifiedPerformance Metrics Interpretation
Germany’s gym market is seeing improving stability and scale, with annual churn falling from 24% in 2023 to 18% in 2021 and revenue growth rising to 4.6% in 2023, even as membership duration averages just over 6 months at 6.5 in 2023.
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