“Over Half of Latin Americans Choose Gyms for Fitness,” Study Finds
Krissy Vann | Host, All Things Fitness and Wellness
The bustling urban centers of Latin America are proving to be hubs of vibrant fitness culture, where health and wellness have become integral to daily life. A new survey by the Health & Fitness Association (HFA) and ABC Fitness unveils how residents in Argentina, Brazil, Chile, Colombia, Mexico, and Peru are embracing active lifestyles, with over three-quarters of respondents making exercise a regular part of their routines.
The 2024 Latin America Fitness Consumer Survey highlights that 61% of respondents exercise multiple times weekly, while 78% are active at least a few times a month. Health and fitness facilities play a significant role, with 55% of active individuals identifying these spaces as their primary exercise location. These facilities are valued for their effectiveness (35%), convenience (32%), and access to equipment (29%).
“Latin America’s urban centers are home to a highly engaged fitness community that prioritizes structured environments for their health and wellness,” said Bill Davis, CEO of ABC Fitness and an HFA board member. “This survey underscores the essential role that fitness facilities play in the daily lives of millions of Latin Americans.”
Across the region, physically active consumers participate in a variety of fitness activities. Outdoor pursuits are the most popular, with 43% reporting engagement in the past month. Strength training (32%) and non-spin cardio exercises such as treadmill running (27%) follow closely. The motivations behind these activities reflect a holistic approach to fitness, with respondents citing improving and maintaining general health (44%), supporting mental well-being (40%), and boosting self-confidence (36%) as their primary reasons for staying active.
“Latin America has long celebrated physical activity as part of its cultural fabric, and our survey illustrates just how central fitness has become to daily life in the region,” said Liz Clark, president and CEO of the Health & Fitness Association. “What’s clear is that people in Latin America recognize the broad benefits of exercise, not just for physical health but also for mental wellness and overall quality of life.”
Fitness memberships also play a key role, with 69% of active consumers in the surveyed markets belonging to a health or fitness organization. The survey suggests a strong potential for growth, as 53% of non-members expressed interest in joining a fitness facility within the next year.
“Latin America’s fitness industry is thriving, and with the number of potential new members, the sector is well-positioned for continued growth,” added Clark. “Fitness businesses have a tremendous opportunity to connect with this motivated market.”
The survey underscores the importance of understanding consumer behaviors and preferences for fitness businesses aiming to thrive in this growing market. With the demonstrated value placed on structured environments, effective equipment, and convenience, operators have a significant opportunity to attract and retain members by addressing these priorities. The findings provide actionable insights for fitness businesses to refine their offerings, align with consumer motivations, and capitalize on the growing interest in memberships across Latin America.
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