Japan and Saudi Arabia are two areas to watch as fitness brands such as The Bar Method, Pure Barre, YogaSix and GymNation see huge potential
According to the Health and Fitness Association (HFA) 2024 Global Report, the United States is not alone in its focus on health and fitness. Last year, the UK, Japan and Spain saw record membership and adoption rates, highlighting the optimism in the global health and fitness industry.
While this report is comprehensive, here are some highlights from the 2024 HFA Global Report.
Credit: HFA
Japan welcomes boutique fitness brands
In 2023, the penetration rate in Japan reached 4.5% (approximately 5.6 million members), an increase of 21.4% from the previous year. According to HFA, this is a strong indicator that strong demand for and commitment to fitness is likely to continue.
Boutique brands recognize Japan’s potential. Acquired by Self-Esteem Brands in 2019, Barre Method, the ultimate three-way combination of yoga, Pilates, and strength training, will be launched next year after signing a deal with Fast Fitness Japan (FFJ), which has earned its master’s degree. First, he opened his first Tokyo studio. Barre brand franchise rights.
Commenting on the agreement, FFJ CEO Norio Yamabe said, “In order to increase Japan’s fitness participation rate and promote the introduction and establishment of exercise habits, we will offer this excellent exercise program to a wide range of people in Japan, especially I’m happy to be able to introduce it to women.” “We are confident that this will be an exciting fitness experience for everyone in Japan.”
Boutique fitness and wellness franchisor Xponential Fitness is also making moves in Japan, signing a master franchise agreement with Stretch Lab master franchisee and restaurant and entertainment concept franchisor Sunpark Co., Ltd. , at least 50 Pure Barre and YogaSix studios are expected to open. And a fitness center.
Saudi Arabia emerges as a fertile fitness destination
In the Middle East, particularly in Saudi Arabia, penetration may be less than 7%, but given that 74% of the fitness market is made up of independent gyms and 26% made up of fitness chains, HFA It shows potential for growth. The report highlights the untapped potential of women-only gyms, with 25% of women reporting a lack of fitness centers nearby.
The Bar Method plans to expand into Japan, but Sander van den Born, executive vice president of International at Self Esteem Brands, says the brand could also be a big hit in Saudi Arabia. It is said that there is. In an interview with Athlete News earlier this year, he noted the changing situation in the region.
Credit: Bar Method
“Women in the GCC (especially in Saudi Arabia) have a very high reputation in terms of how they are viewed within their communities,” Bourne explained. “They can drive now. They have much more freedom than before. They go out and are interested in sports, health and wellness. So I We feel that some of the services we offer (particularly the bar method) are highly suited to the Saudi female population.”
GymNation, the GCC fitness chain known for its affordable prices, has announced record demand ahead of its first six clubs in Saudi Arabia this summer. More than 120,000 people registered to express interest and 12,000 memberships sold out within 72 hours, setting a new record. Pre-opening sales record in the Middle East.
“The sale of so many memberships in just three days highlights the strong demand and interest of our citizens and residents to improve their physical and mental health across the Kingdom.” Founding of Gymnation said Lauren Holland, CEO and CEO.
Holland added that the pipeline for new gymnations across Saudi Arabia is “very strong.”
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“With the support of our investment partners Tricap Investments and Ruya Partners, we anticipate a period of significant growth,” Holland added.
HVLP gym goes overseas
With Japan and Saudi Arabia poised for significant growth, HFA paints an overall rosy picture for the future of the fitness industry. The majority of club and studio operators (86.8%) expect membership numbers to increase in 2024, with more than two-thirds expecting an increase of 5% or more. Similarly, 92.6% of carriers expect revenue to increase.
Crunch Fitness and Planet Fitness, high-value, low-cost gym operators, also plan to expand internationally. This spring, Crunch Fitness brought on John Kersh, former chief international development officer at Xponential Fitness, to drive domestic and international growth.
Credit: Planet Fitness
As for Planet Fitness, the gym giant opened its first European club in Barcelona this summer. The first few Planet Fitness locations will be joint ventures with franchisee partners, while the rest will be franchised, the gym brand said.
Vicente Bagnobre, who is overseeing Planet’s expansion in Spain, said: “We see strong growth potential in Spain and are working tirelessly to build a solid, long-term foundation in the country. ” he said. “We are excited to bring affordable fitness solutions and a best-in-class member experience to the Sabadell community.”
The 2024 HFA Global Report is available here.
Courtney Rehfeldt
Courtney Rehfeldt has worked in the broadcast media industry since 2007 and freelanced since 2012. Her work has been featured in Age of Awards, Times Beacon Record, The New York Times, and has an upcoming article in Slate. She studied yoga and meditation with Beryl Bender Birch at the Hard & the Soft Yoga Institute. She loves hiking, the outdoors, and is an avid reader. Courtney holds a Bachelor’s degree in Media and Communication Studies.
