The Power of Belonging: How Community Is Redefining Fitness
In a fitness world that’s always changing, one truth stands firm: belonging matters more than ever. The latest ABC Fitness Wellness Watch report—“The Power of Belonging: How Community Is Redefining Fitness”—explores how connection, community, and technology are transforming member engagement and reshaping what it means to be “fit.”
What Is ABC Fitness Wellness Watch?
Each quarter, Wellness Watch shares real data and insights drawn from ABC Fitness’ network of more than 30,000 gyms and 40 million members worldwide. It highlights the biggest trends driving fitness forward—helping business owners, operators, and coaches understand how members are showing up, what motivates them, and where the industry is heading next.
This quarter’s focus? Community.
And the data is clear: the future of fitness isn’t just about movement—it’s about meaningful connection.
Key Insights from the Q3 Wellness Watch
The latest report reveals a fundamental shift across the industry. Traditional metrics like check-ins and membership counts still matter, but connection and community are quickly becoming the real drivers of loyalty and growth.
- Nearly half of Gen Z say community is their top reason for sticking with fitness.
- Millennials are powering the rise of online fitness groups and digital communities.
- Baby Boomers are redefining fitness through smaller, more social group experiences.
Even as new memberships in large gyms are up 10%, studio memberships have dipped slightly (down 4%)—a sign of new opportunity. Building and nurturing community may be the most effective strategy for retention and sustainable growth.
Inside Today’s Fitness Consumer
ABC Fitness data paints a picture of a diverse, digitally connected member base:
- The 25–39 age group makes up 33% of active fitness consumers.
- There’s an almost even gender split (52% men, 47% women).
- While 60% live in urban areas, more rural members are joining and connecting online.
Across every demographic, one theme stands out: social connection drives consistency.
More than half (57%) of members value community over competition, and nearly half say accountability and encouragement keep them on track.
Why Community Is the New Retention Strategy
As ABC Fitness CEO Bill Davis puts it, “Connected members tend to stay longer, spend more, and refer others.” That’s not just an idea—it’s proven.
ABC Fitness tracked 224,000 referrals, leading to 92,000 new sign-ups—a 41% conversion rate fueled by member connection. Gyms that invest in authentic, tech-enabled communities aren’t just creating feel-good experiences; they’re building measurable business growth.
Three Strategies to Strengthen Community
- Foster Connection: Create opportunities for members to connect—in person and online.
- Empower Staff as Community Builders: Train and encourage teams to lead with empathy and engagement.
- Extend the Experience Beyond the Gym: Use technology to keep your community connected anytime, anywhere.
The Bottom Line
Community isn’t a passing trend—it’s the foundation of the modern fitness experience. As the industry continues to evolve, belonging will be the factor that keeps members engaged, inspired, and coming back for more.
Want to Dive Deeper?
Download the full Q3 Wellness Watch Report: The Power of Belonging to explore the data, insights, and strategies shaping the future of fitness.