While many still picture Italy through the lens of timeless pasta and piazzas, the nation's fitness industry is flexing some serious economic muscle, with booming revenues and record membership proving that la dolce vita now includes the sweet burn of a great workout.
Key Takeaways
- In 2023, the Italian fitness industry generated total revenues of €2.8 billion, marking a 12% increase from 2022 driven by post-pandemic recovery.
- The fitness market in Italy reached a value of €2.95 billion in 2024 projections, with gyms contributing 65% of total revenue.
- Italy's fitness sector saw a CAGR of 8.5% from 2019 to 2023, outpacing the European average of 6.2%.
- In 2023, 12.5 million Italians aged 18-64 held active gym memberships, equating to 27% penetration rate.
- Women accounted for 52% of fitness club members in Italy in 2023, up from 48% in 2019.
- Average gym membership tenure in Italy was 18 months in 2023, with churn rate at 32%.
- Italy had 8,200 operational fitness centers in 2023, up 4% from 2022.
- Average gym size in Italy was 850 sqm in 2023, with 120 equipment pieces.
- 1,250 new fitness clubs opened in Italy between 2022-2023.
- 41% of fitness revenue in Italy came from memberships in 2023.
- Personal training fees generated €520 million, 19% of total fitness revenue in Italy 2023.
- Group classes contributed €310 million, 11% of industry revenue in Italy 2023.
- Italian fitness market projected to reach €3.6 billion by 2027, CAGR 7.2%.
- Digital fitness adoption expected to hit 35% of total market by 2028 in Italy.
- Gym memberships forecasted to grow to 15 million by 2026 in Italy.
Italy's fitness industry grew strongly in 2023, driven by rising memberships across all formats.
Future Projections and Trends
- Italian fitness market projected to reach €3.6 billion by 2027, CAGR 7.2%.
- Digital fitness adoption expected to hit 35% of total market by 2028 in Italy.
- Gym memberships forecasted to grow to 15 million by 2026 in Italy.
- Sustainable fitness equipment demand to rise 25% annually through 2027 in Italy.
- AI-personalized training projected to capture 20% of PT market by 2027 Italy.
- Wellness integration in gyms expected to add €500 million revenue by 2025 Italy.
- Home gym setups forecasted at €250 million market by 2026 in Italy.
- Female participation projected to reach 60% of memberships by 2030 Italy.
- Boutique fitness to grow to 30% market share by 2028 in Italy.
- Employment in fitness expected to hit 100,000 FTE by 2027 Italy.
Future Projections and Trends Interpretation
Italy's fitness industry is flexing into a serious economic powerhouse, driven by tech-savvy consumers who demand AI-powered home workouts and boutique wellness experiences, all while sustainably building the bodies—and a €3.6 billion market—of the future.
Gyms and Facilities
- Italy had 8,200 operational fitness centers in 2023, up 4% from 2022.
- Average gym size in Italy was 850 sqm in 2023, with 120 equipment pieces.
- 1,250 new fitness clubs opened in Italy between 2022-2023.
- Low-cost operators controlled 3,200 gyms, 39% of total in Italy 2023.
- Premium clubs numbered 650 in Italy, averaging 1,200 members each in 2023.
- Boutique studios totaled 2,100 across Italy in 2023.
- Technogym-equipped facilities reached 4,500 in Italy 2023.
- Hotel gyms numbered 1,800 with fitness amenities in Italy 2023.
- University campus gyms served 320,000 students in Italy 2023.
- Corporate on-site gyms totaled 450 facilities in Italy 2023.
- Outdoor fitness parks reached 1,200 installations in Italian cities 2023.
- Average gym occupancy rate was 72% peak hours in Italy 2023.
- 15% of gyms offered 24/7 access in Italy by 2023.
- CrossFit boxes numbered 450 in Italy 2023.
- Yoga studios totaled 1,800 dedicated spaces in Italy 2023.
- Pilates centers reached 950 in Italy 2023.
- Climbing gyms grew to 420 facilities in Italy 2023.
- Swimming pools with fitness areas numbered 2,500 in Italy 2023.
- Regional distribution: Lombardy had 1,850 gyms, 23% of national total in 2023.
- Renovation investments in existing gyms totaled €85 million in Italy 2023.
- 28% of Italian gyms integrated saunas and spas in 2023.
- Average number of group class studios per gym was 3.2 in Italy 2023.
- 65% of gyms in Italy offered free parking in 2023.
- Female-only gyms numbered 180 across Italy in 2023.
Gyms and Facilities Interpretation
While Italy's fitness landscape bulged to 8,200 gyms in 2023, cleverly segmented from budget to boutique, it's clear the nation is seriously working out its options, not just its muscles.
Market Size and Growth
- In 2023, the Italian fitness industry generated total revenues of €2.8 billion, marking a 12% increase from 2022 driven by post-pandemic recovery.
- The fitness market in Italy reached a value of €2.95 billion in 2024 projections, with gyms contributing 65% of total revenue.
- Italy's fitness sector saw a CAGR of 8.5% from 2019 to 2023, outpacing the European average of 6.2%.
- Revenue from fitness clubs in Italy hit €1.82 billion in 2023, up 15% YoY due to membership surges.
- The online fitness segment in Italy grew to €450 million in 2023, representing 16% of total industry revenue.
- Italy's fitness equipment market was valued at €320 million in 2023, with imports from Asia accounting for 40%.
- Total fitness industry employment in Italy stood at 85,000 full-time equivalents in 2023.
- Boutique fitness studios in Italy generated €280 million in 2023, growing 22% from previous year.
- Corporate wellness programs contributed €150 million to Italy's fitness revenue in 2023.
- Italy's fitness app market reached 5.2 million users, generating €120 million in 2023.
- Fitness tourism in Italy accounted for €95 million in industry-related spending in 2023.
- Low-cost gym chains in Italy saw revenues of €650 million in 2023, 28% of total club revenue.
- Premium fitness clubs in Italy generated €420 million in 2023, with average membership fees at €85/month.
- Wearable fitness tech sales in Italy hit €210 million in 2023, up 18% YoY.
- Functional training equipment market in Italy valued at €75 million in 2023.
- Italy's fitness industry recovered to 95% of pre-COVID revenue levels by end of 2023.
- Group fitness class revenues in Italy totaled €310 million in 2023.
- Home fitness equipment sales surged to €180 million in Italy during 2023.
- Italy's fitness franchising sector revenue was €240 million in 2023.
- Digital fitness subscriptions in Italy reached €85 million in revenue for 2023.
- Fitness center construction investments in Italy amounted to €120 million in 2023.
- Italy's fitness industry VAT contributions were €560 million in 2023.
- CrossFit affiliates in Italy generated €45 million in combined revenue in 2023.
- Yoga studio revenues across Italy totaled €110 million in 2023.
- Pilates market in Italy valued at €65 million in 2023.
- Boxing and MMA gyms contributed €55 million to fitness revenues in Italy 2023.
- Cycling studio revenues like Spin classes hit €40 million in Italy 2023.
- Wellness retreats in Italy generated €75 million fitness-related income in 2023.
- Italy's fitness e-commerce sales reached €160 million in 2023.
- Total fitness industry exports from Italy were €90 million in equipment and services in 2023.
Market Size and Growth Interpretation
Italy’s fitness industry, bouncing back with impressive post-pandemic vigor, has stretched well beyond the sweaty confines of the gym, flexing its economic muscles through a robust ecosystem of digital subscriptions, boutique studios, and even wellness tourism, proving that the nation's passion for *la bella figura* is now a multi-billion euro affair.
Membership and Participation
- In 2023, 12.5 million Italians aged 18-64 held active gym memberships, equating to 27% penetration rate.
- Women accounted for 52% of fitness club members in Italy in 2023, up from 48% in 2019.
- Average gym membership tenure in Italy was 18 months in 2023, with churn rate at 32%.
- 3.2 million Italians participated in home fitness programs weekly in 2023.
- Corporate gym memberships in Italy reached 850,000 in 2023, 7% of total.
- 28% of Italian gym members attended 4+ times per week in 2023.
- Youth fitness participation (14-17 years) grew to 1.1 million members in Italy 2023.
- Senior (65+) fitness memberships hit 950,000 in Italy in 2023, 8% growth.
- Digital fitness platform users in Italy totaled 4.8 million active monthly in 2023.
- Group exercise class attendance averaged 2.1 million sessions per month in Italian gyms 2023.
- 15% of Italians had multi-club memberships in 2023, up from 9% in 2020.
- Fitness membership cancellations due to economic reasons dropped to 12% in Italy 2023.
- 42% of Italian fitness members used personal training services in 2023.
- Average annual membership fee in Italy was €480 in 2023 for standard gyms.
- 6.5 million Italians engaged in outdoor fitness activities weekly in 2023.
- Boutique studio memberships grew 25% to 1.2 million in Italy 2023.
- Low-cost gym penetration reached 45% of total memberships in Italy 2023.
- 22% of gym members in Italy used fitness trackers daily in 2023.
- CrossFit membership in Italy stood at 120,000 active athletes in 2023.
- Yoga practitioners with paid memberships numbered 750,000 in Italy 2023.
- Pilates class attendees averaged 450,000 monthly in Italy 2023.
- Functional fitness participants reached 2.1 million in Italy 2023.
- HIIT class memberships grew to 650,000 in Italian clubs 2023.
- 35% of Italian women aged 25-34 held gym memberships in 2023.
- Northern Italy accounted for 48% of total fitness memberships in 2023.
- Post-COVID new memberships surged 40% in first half of 2023 in Italy.
Membership and Participation Interpretation
The Italian fitness industry is flexing hard, with a quarter of adults now officially gym-going—though nearly a third are quick to quit, the enduring dedication of women, seniors, and a booming home-and-outdoor crowd proves that staying fit is becoming less of a fad and more of a fundamental national pastime.
Revenue Streams
- 41% of fitness revenue in Italy came from memberships in 2023.
- Personal training fees generated €520 million, 19% of total fitness revenue in Italy 2023.
- Group classes contributed €310 million, 11% of industry revenue in Italy 2023.
- Merchandise and retail sales in gyms totaled €95 million in Italy 2023.
- Food and beverage sales at fitness centers reached €75 million in Italy 2023.
- Corporate contracts brought in €140 million to Italian fitness operators in 2023.
- Online class and app subscriptions generated €120 million in Italy 2023.
- Equipment rental and maintenance fees totaled €45 million industry-wide in Italy 2023.
- Day passes and single sessions sold for €65 million in Italy gyms 2023.
- Partnerships with brands contributed €55 million to fitness revenue in Italy 2023.
- Childcare services at gyms generated €25 million in Italy 2023.
- Locker and towel fees added €18 million to revenues in Italian gyms 2023.
- Premium add-ons like cryotherapy yielded €35 million in Italy 2023.
- Events and competitions hosted by gyms brought €42 million in Italy 2023.
- Supplements retail in fitness centers hit €60 million sales in Italy 2023.
- Apparel sales through gym brands totaled €48 million in Italy 2023.
- Virtual reality fitness experiences generated €12 million revenue in Italy 2023.
- Seasonal promotions boosted ancillary revenue by 15% to €110 million in Italy 2023.
- Low-cost gyms derived 92% revenue from memberships in Italy 2023.
- Boutique studios averaged €210,000 per facility in revenue Italy 2023.
- Northern regions generated 52% of national fitness revenue in Italy 2023.
- Post-tax profit margins for Italian gyms averaged 12% in 2023.
Revenue Streams Interpretation
The heart of Italy's fitness industry still beats on memberships, but a surprising 59% of its revenue now comes from the art of convincing you that recovery requires a €5 towel, a €35 cryotherapy session, and a post-workout smoothie you could have made at home.
Sources & References
- Reference 1STATISTAstatista.comVisit source
- Reference 2ANIFanif.euVisit source
- Reference 3EUROPEACTIVEeuropeactive.euVisit source
- Reference 4ISTATistat.itVisit source
- Reference 5PWCpwc.comVisit source
- Reference 6MCKINSEYmckinsey.comVisit source
- Reference 7DELOITTEdeloitte.comVisit source
- Reference 8SENSORTOWERsensortower.comVisit source
- Reference 9LOWCOSTFITNESSlowcostfitness.itVisit source
- Reference 10PREMIUMGYMpremiumgym.itVisit source
- Reference 11GFKgfk.comVisit source
- Reference 12TECHNOGYMtechnogym.comVisit source
- Reference 13LESMILLSlesmills.comVisit source
- Reference 14FRANCHISINGfranchising.itVisit source
- Reference 15APPANNIEappannie.comVisit source
- Reference 16UNIONCAMEREunioncamere.gov.itVisit source
- Reference 17AGENZIAENTRATEagenziaentrate.gov.itVisit source
- Reference 18CROSSFITcrossfit.comVisit source
- Reference 19YOGAITALIAyogaitalia.itVisit source
- Reference 20PILATESFEDERATIONpilatesfederation.itVisit source
- Reference 21FIGHTCLUBfightclub.itVisit source
- Reference 22SOULCYCLEsoulcycle.itVisit source
- Reference 23WELLNESSITALYwellnessitaly.comVisit source
- Reference 24NETCOMMnetcomm.itVisit source
- Reference 25ICEice.itVisit source
- Reference 26CONIconi.itVisit source
- Reference 27GROUPFITNESSgroupfitness.itVisit source
- Reference 28BASICFITbasicfit.itVisit source
- Reference 29PTITALIAptitalia.comVisit source
- Reference 30BOUTIQUEFITNESSboutiquefitness.itVisit source
- Reference 31MCFITmcfit.itVisit source
- Reference 32GARMINgarmin.comVisit source
- Reference 33YOGAFEDERATIONyogafederation.itVisit source
- Reference 34PILATESpilates.itVisit source
- Reference 35F45TRAININGf45training.itVisit source
- Reference 36ORANGETHEORYorangetheory.itVisit source
- Reference 37BASIC-FITbasic-fit.itVisit source
- Reference 38VIRGINACTIVEvirginactive.itVisit source
- Reference 39FEDERALBERGHIfederalberghi.itVisit source
- Reference 40CUNScuns.itVisit source
- Reference 41WELLNESS-CORPORATEwellness-corporate.itVisit source
- Reference 42COMUNI-ITALIANIcomuni-italiani.itVisit source
- Reference 43SMARTGYMsmartgym.itVisit source
- Reference 44FEDERCLIMBfederclimb.itVisit source
- Reference 45FINITALYfinitaly.itVisit source
- Reference 46FITNESS-CONSTRUCTIONfitness-construction.itVisit source
- Reference 47WELLNESS-GYMSwellness-gyms.itVisit source
- Reference 48LESMILLSlesmills.itVisit source
- Reference 49WOMENFITwomenfit.itVisit source
- Reference 50PTFEDERATIONptfederation.itVisit source
- Reference 51FITNESS-RETAILfitness-retail.itVisit source
- Reference 52GYMCAFEgymcafe.itVisit source
- Reference 53PELOTONpeloton.itVisit source
- Reference 54SPONSORSHIPFITsponsorshipfit.itVisit source
- Reference 55KIDSGYMkidsgym.itVisit source
- Reference 56GYMSERVICESgymservices.itVisit source
- Reference 57CRYOITALYcryoitaly.itVisit source
- Reference 58FITEVENTSfitevents.itVisit source
- Reference 59NUTRIFITnutrifit.itVisit source
- Reference 60GYMWEARgymwear.itVisit source
- Reference 61VRFITvrfit.itVisit source
- Reference 62BOUTIQUEboutique.itVisit source