74% of gym operators report strong or moderate growth, new Xplor Fitness & Leisure research reveals

Global survey of more than 180 fitness operators finds an industry in strong growth, but capital concerns and rising acquisition costs are shaping how operators plan ahead.

London, UK - September 7, 2026 - The fitness and leisure industry is expanding at pace, according to new research from Xplor Fitness & Leisure. The Fitness Industry Growth Report 2027, based on responses from over 180 fitness operators across 19 countries, found that 74% report strong or moderate growth over the last three years, with just 2% reporting a decline. That growth has translated into expansion on the ground, with 68% of operators surveyed opening a new location over the same period.

The research, gathered between February and May 2026, paints a picture of an industry that has weathered recent economic pressure and come out expanding. Of those operators who opened a new site, the majority (87%) built a brand-new club from scratch.

Growth comes with new pressure points

The report also highlights the operational and financial challenges accompanying this expansion. Finding the right location (59%) and recruiting qualified staff (56%) were named the top barriers to opening new sites over the last three years. Operators with UK locations reported an even sharper staffing squeeze, at 67%.

Acquiring new members is also getting more expensive. 60% of operators report rising acquisition costs, rising to 70% among UK operators specifically. As a result, retention and referrals are taking on even greater importance, with existing members cited as the most reliable source of new business.

Looking ahead, operators are proceeding with a more measured approach to expansion. 37% plan to open new locations in the next couple of years. While, the majority are pausing or reassessing plans, citing market conditions and access to capital as the leading constraints. When it comes to growth plans overall, self-funding is now the preferred route for 58% of operators, compared to 36% considering debt-funded expansion.

Memberships remain the engine of revenue

Memberships continue to be the fastest-growing revenue stream for many operators, driven by both volume growth and price increases. 34% of respondents experiencing overall growth cited price increases as a direct driver. Yet the report highlights that, as of last year, more than half of operators were not managing membership sales within their gym management software, pointing to a gap between revenue strategy and the systems supporting it.

About the Fitness Industry Growth Report 2027

The Fitness Industry Growth Report 2027 is based on responses from more than 180 gym and leisure operators across 19 countries and four continents, gathered by Xplor Technologies between 16 February and 24 May 2026. Respondents were predominantly single-site, privately-owned traditional gyms and health clubs, with the UK and France representing the largest share of responses.

The full report is available at xplor.com/growth-report-2027.

About Xplor Fitness & Leisure

Xplor Fitness & Leisure powers the fitness experiences at the heart of everyday life. Through modern vertical software, embedded payments, and AI-powered capabilities, we help fitness professionals, gyms, clubs, and studios of all sizes to simplify operations, uncover insights, and elevate customer and member experiences. 

Today, Xplor Fitness & Leisure supports more than 61,000 customer locations in 72+ countries through a portfolio of leading brands: Exerp, Mariana Tek, Momence, Resamania, TrueCoach, ClubReady, Deciplus, Legend, Membr and Clubware.

To find out more visit https://xplor.com/industries/xplor-fitness/

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