The January rush that fitness businesses have long built their year around is shrinking. Health & Fitness Association data shows January visits at high-volume, low-price gyms rose 20% above December levels in 2026, down from 44% to 49% between 2018 and 2020, while budget formats gained ground on mid-priced and luxury clubs.
Key Takeaways
- The December-to-January visit increase fell to 20% at high-volume, low-price gyms in 2026, 14% at mid-priced gyms, 9% at luxury clubs and 5% at boutique studios, according to HFA.
- Average visits per U.S. fitness facility fell 0.5% year over year in the second quarter of 2026, the industry’s first quarterly decline since early 2021.
- Mid-priced facilities lost 1.2% of visits in the first quarter and 1.7% in the second, while luxury clubs lost 4.8% and 2.3%.
- Average monthly visits per visitor fell 1.3% in both the first and second quarters, pointing to growth from wider reach rather than more frequent use.
- Fitness operators worldwide reported median revenue growth of 10.7% in 2025 against median net membership growth of 6.1%, according to HFA’s 2026 Global Report.
The January Surge Has Shrunk Across Every Gym Segment
Gyms still see more visits in January than in December, but the jump is far smaller than it used to be. The Health & Fitness Association’s first-quarter 2026 Fitness Industry Traffic Tracker found that high-volume, low-price gyms saw January visits rise 20% above December levels in 2026, compared with increases of 44% to 49% between 2018 and 2020.
The same pattern appears in every segment. Mid-priced gyms dropped from a January lift of about 20% to 21% before the pandemic to 14% in 2026. Luxury clubs fell from the mid-20% range to 9%, and boutique studios from double-digit gains to 5%. HFA concluded that January remains a clear seasonal turning point but has become less important as the main driver of annual traffic, with visits spreading more evenly across the year.
Gyms are one part of a larger market, with U.S. wellness spending of $1.16 trillion spread across food, beauty, apparel and technology. For fitness operators, a flatter calendar changes how that demand turns into revenue across the year.
Budget and Boutique Formats Gained While Mid-Priced and Luxury Clubs Lost Visits
The split by price point is now as important as the seasonal shift. In the first quarter of 2026, visits per location rose 1.2% at high-volume, low-price gyms and 1.0% at boutique studios, while mid-priced gyms fell 1.2% and luxury clubs fell 4.8%, according to HFA.
The monthly figures show the gap opening right from January. High-volume, low-price gyms grew 2% year over year in January before holding flat. Mid-priced gyms declined 1% in each of the first three months, and luxury clubs fell 7% in January, 4% in February and 5% in March. HFA linked some of the softness in mid-priced and premium segments to weaker consumer confidence and a possible shift toward lower-cost options.
The Second Quarter Ended a Five-Year Growth Streak
After 20 consecutive quarters of year-over-year growth, average visits per U.S. fitness facility fell 0.5% in the second quarter of 2026, HFA reported. Year-to-date traffic still ran 1.5% ahead of 2025.
The segment split held. Boutique studios grew 2.5%, high-volume, low-price gyms slipped 0.2%, mid-priced facilities fell 1.7% and luxury clubs dropped 2.3%. Traffic picked up late in the quarter, with June visits rising month over month in all four segments, including a 10% increase at high-volume, low-price gyms from May. August data then pushed the industry back toward growth, with high-volume, low-price facilities accounting for 74% of the overall increase.
Fewer Visits per Member Point to Growth From Reach, Not Frequency
Average monthly visits per visitor declined 1.3% year over year in both the first and second quarters. HFA said the combination of steady traffic and lower frequency suggests the industry is growing by reaching more people rather than by getting existing members to come more often. For operators, that means acquisition is carrying more of the growth, and retention becomes harder to read from visit counts alone.
Operator Revenue Grew Faster Than Membership Worldwide
Revenue tells a stronger story than foot traffic. HFA’s 2026 Global Report, covering 244 operators running nearly 27,000 facilities across 33 countries, found median revenue growth of 10.7% in 2025 against median net membership growth of 6.1%, with a median EBITDA margin of 22.1%. Those are global figures, but they suggest operators are earning more per member through pricing, add-on services or both.
In the United States, HFA’s consumer report found 81 million Americans belonged to a gym, studio or other fitness facility in 2025, up 5.2% from 2024.
A Flatter January Changes 2027 Pricing, Staffing and Promotion Plans
A smaller New Year surge reduces the payoff from concentrating marketing spend and temporary staffing in January. With visits spreading through the year, fitness businesses have more reason to schedule promotions in spring and late summer, when HFA data shows traffic can rebound, as it did in June and August. Labor costs add pressure, with employer benefit costs rising faster than wages, which makes year-round staffing levels more important than seasonal peaks.
The segment data also points to price sensitivity. Value-seeking consumers have favored budget gyms, a pattern that mirrors holiday demand spreading beyond Black Friday in retail. For mid-priced operators, the data shows the pressure is on demonstrating value against both cheaper and more specialized competitors.
HFA’s Next Data Arrives Early in the New Year
HFA now publishes monthly traffic check-ins alongside its quarterly reports, giving operators a closer view of demand as it changes. Its third-quarter report has not yet been released, and the fourth-quarter and full-year 2026 results are expected early in the new year, when the size of the January 2027 surge will be measured against these trends.
Disclaimer: This article is intended for informational purposes only and does not constitute business, financial, or investment advice. The fitness industry statistics and trends cited are based on reports available at the time of publication and may be subject to updates or revisions. Individual fitness businesses may experience different results depending on their location, pricing, membership structure, and operating conditions.
FAQs
Is the January gym rush getting smaller?
Yes. HFA data shows January visits at high-volume, low-price gyms rose 20% above December levels in 2026, compared with 44% to 49% between 2018 and 2020. Every gym segment showed a smaller New Year increase.
How many Americans have gym memberships?
HFA found 81 million Americans belonged to a gym, studio or other fitness facility in 2025, up 5.2% from 2024.
Which types of gyms are gaining visits?
High-volume, low-price gyms and boutique studios gained visits in early 2026, while mid-priced and luxury clubs declined, according to HFA’s traffic tracker.
Did gym visits decline in 2026?
Average visits per U.S. facility fell 0.5% in the second quarter of 2026, the first quarterly decline since early 2021. Year-to-date traffic remained 1.5% above 2025, and visits rebounded in June and August.
