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The 2026 Fitness Consumer Survey Results | Gym Member Trends | Zenoti
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The 2026 Fitness Consumer Survey Results
Uncovering key trends in gym and health club consumer preferences
What do today's gym and health club members really want? We surveyed 1,393 members to find out. This report reveals how members choose a gym, what drives loyalty and churn, and the experiences that keep them coming back — giving you the data you need to make smarter business decisions.
What gym and health club operators need to know in 2026
What brings members in and keeps them coming back
How members find and choose a gym, and what happens in the window between signing up and becoming a regular member.
Personalization and the member relationship
What members want personalized, how that varies by age group, and why the relevance gap is widest among lapsed members.
What gym members want (and don't want)
The automations gym members are asking for and the friction points most likely to push them toward canceling.
Silent churn: why gym members leave without canceling
Why members stop attending without formally canceling, which groups are most at risk, and what would bring them back.
The digital experience gap
How digital frustration is affecting gym members of every age, including your most engaged regulars.
"The gap between what members want and what most gyms deliver today is wide, but it's specific and it's closable."
Matthew Baer, General Manager — Fitness, Zenoti
Real data from real members
Current and lapsed U.S. gym and health club members, surveyed in May 2026.
Covering everything from joining and loyalty to churn, digital experience, and AI.
The freshest fitness consumer insights available.
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What’s inside:
Word of mouth wins the sale
Two thirds of members joined because someone they know recommended it. Find out how to turn your existing members into your most powerful gym member acquisition channel.
A personalized offer is the #1 win-back lever
More than half of lapsed members say the right offer at the right time would bring them back. Find out what's stopping most gyms from sending it.
Recognition builds member loyalty
Nearly half of members would feel more loyal if their gym simply noticed when they'd been away. See what that means in practice.
Download the free report
Get the latest gym and health club member trends for 2026 and find out where your biggest retention and growth opportunities are.
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Zenoti tools built for every finding
Every gap the survey surfaces maps to something gyms can close today
AI FOR FITNESS
AI for Gyms and Clubs
From automated win-back campaigns to 24/7 lead capture, see how Zenoti's AI tools address the exact friction points gym members flagged in this survey.
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LEAD MANAGEMENT
AI Lead Management
63% of members had already decided to join before booking a tour. Capture and convert every inquiry — even those sent at 10pm — before the momentum fades.
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ALWAYS-ON SERVICE
AI Receptionist
41% of gym members want questions answered and bookings handled any time of day. Give every member a frictionless 24/7 experience without adding headcount.
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MEMBERSHIPS
Memberships and Packages
58% of members want a renewal alert before they're charged. Deliver the billing transparency that keeps gym members from walking out quietly.
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MARKETING AUTOMATION
Automated Marketing
Lapsed members weren't receiving irrelevant communications — they were receiving inconsistent ones. Behavior-based outreach closes the gym member retention gap directly.
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PLATFORM OVERVIEW
Zenoti for Fitness
An all-in-one platform built for gyms, health clubs, and fitness studios — covering every touchpoint from first inquiry to long-term member retention.
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