WATCH: What 2025 Taught Us: Building Smarter, Stronger Fitness Businesses in the Year Ahead
Every year brings its own surprises, but 2025 was a turning point that the fitness industry did not expect. Economic turbulence, shifting consumer behavior, new payment realities, the rise of GLP-1 medications, and the explosion of mobile-first everything. Yet through all of it, fitness didn’t slow down.
In our latest webinar, leaders Janae Barnhart, Khal Rai, and Kelly Card shared what the data shows, what it means for fitness operators, and where the industry is actually heading in 2026. The conversation was packed with insights, but in this article, we’ll go through the key themes shaping the future!
Speakers included:
- Janae Barnhart, VP of Global Customer Success
- Khal Rai, President of ABC Fitness
- Kelly Card, SVP of Product
Watch the Full Webinar On Demand Now!
State of Fitness 2026: What the Data Really Says About the Year Ahead
#1: The Fitness Industry Keeps Growing, Despite Economic Pressures
Amid global uncertainty, our data shows that 10 million people joined a gym or studio this year, a 14% increase YoY.
This means that exercising is now woven into daily life. It’s a routine people maintain even when everything else feels uncertain.
The webinar also addressed the one unusual moment of the year: the October dip. US sign-ups fell by 7-8%, a noticeable dip but short-lived.
#2: Generations Are Redefining Fitness Memberships & Subscriptions
The State of Fitness 2025 webinar made it clear that generational behavior is reshaping the industry faster than expected.
- Gen Z spent 3x more on subscriptions than Gen X. They expect simplicity, personalization, and the ability to manage everything from their phone.
- Millennials want flexibility too, but lean toward bundled wellness and family-level plans, often tied to digital wallets and household management.
- Gen X and Boomers became far more comfortable with digital payments in 2025. For them, trust and dependability matter most.
Kelly’s breakdown in the webinar is worth hearing in full, but the message is clear: Subscription behavior is no longer one-size-fits-all.
#3: GLP-1 Users Are Expanding the Fitness Market
Instead of pulling people away from exercise, GLP-1 medications are sending new populations into gyms.
Many users are being encouraged, or essentially prescribed, to add strength training, mobility work, and metabolic support alongside the medication to preserve muscle mass and maintain long-term weight loss.
As Kelly noted in the webinar, this means GLP-1 users often arrive with low training experience and a high need for coaching, structure, and accountability.
Overall, this segment isn’t shrinking the industry; it’s growing it, and operators who adapt will be well-positioned.
#4: Neobanks are the Next Payment Challenge
A quieter yet significant trend discussed in the webinar is the rise of neobanks such as Cash App, Venmo, and Chime. They already represent 17% of new joins, yet these payments fail 60-70% of the time.
Fitness operators can’t avoid them, so they need systems that manage them.
Khal highlighted practical steps: capture secondary methods at sign-up, use intelligent billing windows, and rely on mobile prompts.
#5: Mobile and AI Take Center Stage
As covered in the State of Fitness 2025 webinar, mobile is now the front door to the gym. Members expect to join, book, pay, upgrade, freeze, and check in instantly. A slow or inconsistent app will show up in your retention metrics.
The webinar also highlighted that, in 2026, ABC Fitness will roll out:
- AI Workout Builder for personalized programs
- Intelligent billing that drafts at the right time
- AI concierge support
- Operational insights you can “ask” directly
What’s Coming in 2026?
2026 will be the year the industry scales what 2025 started: mobile-first engagement, intelligent payments, AI-supported operations, and deeper personalization. This recap only scratched the surface!
To get the full insight, watch the on-demand webinar!