European

Health & Fitness Market

Report 2022
02
 European Health & Fitness Market |
 Report 2022

Preface 4
Introduction 6
The European Fitness Market at a Glance 8
The Ecosystem of the European Fitness Sector 14
EuropeActive Consumer Survey 34
Top Operators – Rankings 57
Top Operators – Profiles 65
Selected Operators – Profiles 88
Other Selected Operators – Short Profiles 98
Mergers & Acquisitions 102
The View from Brussels 110
Selected Markets – Overview 116
Selected Markets – Profiles 121
Selected Markets – Short Profiles 133
About EuropeActive 165
EuropeActive Event Calendar 166
About Deloitte Sports Business Group 167
Methodology 168
Glossary 170
Your Contacts 174

03
The European
Fitness Market
at a Glance
Number of
fitness club Membership
members change1

+2.0%

56.3 million

Club change1
+0.2%

Note: 1) Relative changes compared to previous year calculated on adjusted 2020 KPIs due to restatements performed by national associations.
Source: Deloitte analysis.
 European Health & Fitness Market |
 Report 2022

13.1
million

20

Clubs Members of
63,173 top 20 operators

7.0% (total)
M&A deals
8.4% (15+)
Penetration rate 19

Total
revenues

€17.1 billion
Source: Deloitte analysis.
Fig. 1 – Indicative overview of opened and closed periods of fitness clubs in selected European countries in 2020

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Approx. share of
closed months1

AT 38%

BE 42%

CH 38%

CZ 38%

DE 33%

DK 29%

ES 38%

FI 13%

FR 46%

HU 38%

IE 63%

IT 46%

NL 33%

NO 33%

PL 42%

PT 21%

RO 25%

SE 0%

TR 29%

UK 50%

Open (provided COVID-19-related restrictions were complied with)

Club closures in significant parts of the country or of the month Simplified
Nationwide club closures during the whole month

Note: 1) Club closures in significant parts of the country or of the month are considered open 50% of the month.
Source: Deloitte analysis.

10
 European Health & Fitness Market |
 Report 2022

Fig. 2 – Indicative overview of opened and closed periods of fitness clubs in selected European countries in 2021

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Approx. share of
closed months1

AT 50%

BE 46%

CH 33%

CZ 42%

DE 46%

DK 38%

ES 21%

FI 17%

FR 46%

HU 42%

IE 46%

IT 42%

NL 46%

NO 25%

PL 42%

PT 25%

RO 8%

SE 0%

TR 21%

UK 29%

Open (provided COVID-19-related restrictions were complied with)

Club closures in significant parts of the country or of the month Simplified
Nationwide club closures during the whole month

Note: 1) Club closures in significant parts of the country or of the month are considered open 50% of the month.
Source: Deloitte analysis.

11
 Fig. 3 – Development of revenues and memberships since 20171

30 70
65.26
CAGR 2017– 2019– 2020–
55.21 56.29 2019 2020 2021
25 60

Revenues: 2.9% -32.9% -11.4%

Revenue (in EUR billion)

20 50

Memberships (in m)
Member- 3.9% -15.4% 2.0%
ships:
15 40
28.80

10 19.31 30
17.10

5 20

0 10
2017 2018 2019 2020 2021

Revenue Memberships

Note: 1) Historic revenue and membership figures slightly differ from previous reports as they include
restatements of national associations.
Source: Deloitte analysis.

Fig. 4 – Revenue development in selected markets Fig. 5 – Membership development in selected markets

-11.6%
-24.5% -51.9% -10.2%
-20.3%
6 12 11.66
5.51 5.51 +15.7%
10.31 10.39
5 10 9.57
-46.4% 9.26
+34.4%
4.16 8.28
4 8
Memberships (in m)
Revenue (in € billion)

3.56
-21.7%
+12.0%
-43.1%
3 6 5.51
2.65
2.35 4.83
2.23 +18.2% 4.32
2 4
1.58
1.34

1 2

0 0
Germany UK Spain Germany UK Spain

2019 2020 2021 2019 2020 2021

Source: Deloitte analysis.

12
 European Health & Fitness Market |
 Report 2022

Seven overarching factors impacting how and

where Europeans perform fitness, according to
the EuropeActive Consumer Survey1

1. 2. 3.
Consumers combine different fitness Fitness intermediaries foster boutique COVID-19 disrupted fitness club
settings (outdoors, at home and clubs) studio visits routines

4. 5. 6.
Equipment and social experience are Small workout equipment drives Corporate fitness shows potential
key fitness club USPs at-home fitness waiting to be unlocked

7.
Millennials drive digitalisation in
fitness

Note: 1) Based on 10,888 respondents across 19 European countries in January 2022.

Sources: EuropeActive Consumer Survey 2022. 13
Germany
Clubs / 9,538
9,492
Revenue / EUR 4,160 m
EUR 2,230 m
Members / 10,310,000
9,260,000
Market insights
Until the COVID 19-related closures, which
started in March 2020, the key figures1 of
the German fitness industry showed a sus-
tained positive development. Between 2017
and 2019, an average annual revenue
growth of 2.9% was achieved. During the
same period, the number of facilities and
memberships grew by an average of 3.7%
and 4.8%, respectively.
After declines between 1.4% and 24.5% of all
key figures in terms of members, clubs, and
revenues in 2020, revenues decreased by
1.93 billion to 2.23 billion (-46.4%) in 2021. In
terms of memberships, there was a net
decrease of 1.05 million which also equates
to a negative development in the double-
digit percentage range (-10.2%). This means
that the number of memberships dropped
to a level that initially had been reached
between 2014 and 2015. The number of
clubs also slightly declined under the ongo-
ing influence of the COVID-19 pandemic,
after a steady increase in the number of
clubs before the outbreak of the pandemic.
With 9,492 clubs at the end of 2021 (-0.5%),
46 fewer facilities were counted
compared to 2020.
In 2021, fitness operators in Germany had to
restrict their operations to varying extents
during a total period of five and a half
months.
122
This places Germany above the average in a National Association
European comparison, with all closures
occurring during the first half of the year. DSSV
Arbeitgeberverband deutscher
Among the largest German operators, some Fitness und Gesundheitsanlagen
expanding companies experienced a distinct Birgit Schwarze
growth dynamic in recent years, which is why www.dssv.de
6 of the top 10 operators by clubs increased
their club base despite the ongoing Population and disposable income figures relate to
*
the respective prior year periods.
COVID-19-related restrictions. Therefore,
clever fit (+25), RSG Group (+7), and EASYFIT-
NESS (+20) operated more clubs than in the
previous year, solidifying their Top-3 posi-
tions. The same applies to FitX (+4), which is
the second largest operator by membership,
as well as BestFit Group (+5) and FIT/ ONE
(+2).
Together, the leading operators account for
around 43% of the total membership base.
This list also includes premium and upper
mid-market operators such as ACISO, Kieser
Training, and LifeFit Group.
The VAT rate for fitness in Germany is 19%.
Consumer Survey Results
In EuropeActive’s European Health and
Fitness Consumer Survey conducted in
January 2022, 68% of Germans aged 16 and
above stated that they practise fitness –
i.e., at a fitness club, at home, or outdoors –
with at least some regularity, which is on a
comparable level with countries such as Aus-
tria (71%), Sweden (69%), and Spain (65%).
Consumer statements suggest that the over-
all fitness activity at the time that the survey
was conducted had decreased compared to
pre-COVID-19 levels, with 19% of Germans
stating that they do fitness more frequently
than before the pandemic, while 27%
reported that they exercise less.
Looking forward, however, this relation is
expected to reverse, as 26% intend to exer-
Notes: 1) It should be noted that the underlying data
cise more often in the future, while only
survey “Eckdaten der deutschen Fitness-Wirtschaft
8% expect to exercise less often. These num- 2021”, published by DSSV, DHfPG, and Deloitte,
bers are in line with the extended closure does not include non-profit sports clubs (“Vereine”),
times in Germany in 2021 and restrictions on as these typically offer a wide range of sports in
addition to fitness and are generally considered less
club visits in effect at the time of the survey.
relevant to the total fitness market picture.
External sources: Eckdaten der deutschen
FitnessWirtschaft 2021 (DSSV/DHfPG/Deloitte).
 European Health & Fitness Market |
 Report 2022

Fig. 38 – EuropeActive Consumer Survey results for Germany

N=755; German consumers age 16 and above

Change of fitness frequency levels compared to

16% pre-COVID-19 levels

33% 4% 5%

15%
16% How often do 21%
> Once a week
you do fitness?
Once a week
< Once a week
(some regularity)
11%
Seldom
24%
Never 54%

66%
14%

33%
 uch more often
M
How likely are you
Very likely 16% Slightly more often
to practice fitness in
27% Rather likely No change
a fitness club one
Rather not likely Slightly less often
year from now? 10% 4%
Not likely at all 4% Much less often

Current fitness Intended future fitness

26% frequency level frequency level

Fig. 39 – Leading regular operators by number of clubs Fig. 40 – Leading micro-club operators by number of clubs

+25 -44

427 +7 256
Bodystreet* -40

+20
clever fit*
212 +40
186
154 150
RSG Group
Mrs.Sporty*

EASYFITNESS
128 Migros
(INJOY FT-Clubs &
Elements)*
Fit+*

117 * Fully or partly a franchise operation.

Kieser
Training*
95 FitX / +4

89
69
LifeFit Group / -3
BestFit Group / +5

Pfitzenmeier / -
47 30 FIT/ONE / +2

* Fully or partly a franchise operation.

123
EuropeActive European Health & Fitness Market Report 2022
Report as of 31 December 2021

Publisher: EuropeActive
Authors: Herman Rutgers, Karsten Hollasch, Stefan Ludwig,
Steffen Gausselmann, Jakob Papenbrock, Marc Friedrich, Mandy Brockskothen
Publication date: April 2022

Price: €399 (for EuropeActive members: €199);

prices excluding VAT, please order via www.europeactive.eu

All rights reserved. Nothing in this publication may be duplicated, stored in an

automated data file, or made public, in any form, whether electronic, mechanical,
by means of photocopies, or in any other way, without prior written consent from
EuropeActive.
Your Contacts

Karsten Hollasch Herman Rutgers

Partner Ambassador
Head of Consumer Business EuropeActive
khollasch@deloitte.de herman@hrutgers.eu

Stefan Ludwig Steffen Gausselmann

Partner Manager
Head of Sports Business Group Sports Business Group
sludwig@deloitte.de sgausselmann@deloitte.de

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Issue 04/2022