Wellness Watch: What Member Behavior Signals for Fitness in 2026
The most important story in fitness this year was not how many people joined, but what made them stay. Our latest Wellness Watch Industry Insights Report pulls out the signals that matter if you’re planning for a more disciplined, retention-driven 2026. Read along to learn the key operational patterns influencing revenue growth across fitness businesses.
Download the full Year-End Wellness Watch Report 2025 now!
2025 Performance Snapshot: Gyms vs. Fitness Studios
In 2025, gyms and studios followed different performance paths, but the takeaway was the same for both. Growth was defined by the number of people who stayed engaged.
Gyms recorded:
- 7.2 million new joins (-1% from 2024)
- 600 million total check-ins (+1% from 2024)
- Cancellations increased by 8% YoY
Attendance held steady, but retention did not. Members kept showing up, yet staying engaged over time became harder.
Nearly half of the new gym joins came from Gen Z, ages 18–25, a group that expects convenience, flexibility, and digital access from the start. When those expectations were not met, retention weakened.
Studios showed a different pattern:
- New joins declined by 3%
- Check-ins increased by 1%
- Cancellations dropped by 6%
For studios, engagement strengthened despite slower acquisition. Studio members spent more, averaging $123.23 per month. Fewer people joined, but those who did were more consistent and invested.
Together, these trends point to a shift that fitness operators cannot ignore. Volume alone is no longer a reliable growth strategy. The businesses that performed best in 2025 focused on engagement quality, not just acquisition speed.
To explore the full data behind these trends, you can read the complete Year-End Wellness Watch Report 2025.
Payments: Digital Wallets, Subscriptions & Neobanks
Limited payment options now show up as friction at the very start of the member journey.
Fast, flexible, and familiar payment methods reduce early drop-off and protect long-term revenue by removing one of the easiest reasons for members to disengage.
- 92% of U.S. consumers now prefer to pay using a digital wallet as a default, setting a new baseline expectation for joining and billing experiences.
- Subscriptions are fully normalized: Recurring payments are no longer a differentiator. They are assumed to work quietly and consistently without manual intervention.
- 3-10% of gym purchases were made using neobank accounts, with 17% of new members using them. For Gen Z, which leads the shift, neobanks are a primary payment method.
For the full payment data and member breakdowns, read the Year-End Wellness Watch Report 2025 here.
Community Became a Retention Lever in 2025
In 2025, community shifted from a “nice-to-have” to a measurable driver of retention. Member behavior made it clear that connection, belonging, and shared experience directly influenced how long people stayed.
- 47% of Gen Z members say community is the main reason they remain committed to fitness.
- Around ⅓ of members engage with fitness communities daily.
- 73% of members agree that being part of a fitness community helps them stay motivated and consistent.
The takeaway is practical. Community is no longer limited to group classes or in-gym events.
Digital groups, challenges, referrals, and ongoing communication extend the member experience beyond the workout itself. Operators who invested in these touchpoints saw stronger retention, especially among younger and more engagement-driven members.
AI Adoption Grew, Trust Lagged
AI-powered fitness tools became more common in 2025, but member behavior revealed a notable gap between usage and trust.
- 26% of active consumers say they are very familiar with AI-powered fitness or wellness tools.
- 64% of Gen Z and 59% of Millennials have used an AI-powered fitness or wellness app, compared to 17% of Baby Boomers.
- AI now supports daily habits:
- 64% use AI-based fitness tracking
- 59% use AI-powered nutrition apps
- 17% use AI tools daily for fitness or wellness needs
- Trust remains uneven: Only 33% of Gen Z, 43% of Millennials, and 17% of Boomers say they trust AI tools with their wellness.
Overall, members are willing to use AI when it improves convenience or personalization, but they are cautious about fully relying on it. For operators, this reinforces the role of AI as a support system, not a replacement.
Three Takeaways From 2025
Across gyms and studios, three patterns consistently shaped performance in 2025.
- Engagement beats acquisition. This year joins softened, but businesses that prioritized consistency and experience quality performed better than those chasing volume.
- Friction impacted retention early. Payment, onboarding, and access issues caused a faster drop-off, while familiar and flexible experiences improved retention.
- Belonging kept members longer. Community functioned as a retention lever, especially for younger members, driving higher consistency both in and out of the gym.
Conclusion
Sustainable growth in the fitness industry in 2025 came from reducing friction and increasing connection at every stage of the member journey. To retain members and protect revenue moving forward, fitness operators need to make engagement, flexibility, and community their north star. For more, download the full Wellness Watch Industry Insights Report for end of 2025!