GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
JP Lennard
JP Lennard
JP Lennard
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Research: Deloitte's annual European Health and Fitness Market Report

In April, Deloitte and Europe Active published the ninth edition of their yearly European Health and Fitness Market Report, as Karsten Hollasch explains

Published in Health Club Management 2022 issue 4
Supermarket chain Colruyt acquired Jims clubs in Belgium as part of a drive towards wellness / Yann Bertrand/Colruyt Group
Supermarket chain Colruyt acquired Jims clubs in Belgium as part of a drive towards wellness / Yann Bertrand/Colruyt Group
The trend of market consolidation by financial and strategic investors continued despite the influence of the pandemic

Similar to the year 2020, the European fitness market was strongly impacted by temporary COVID-19-related club closures and operational restrictions during 2021. As a consequence, many operators tried to overcome this situation through the development of innovative solutions and concepts to enable fitness practitioners to either work out in a safe environment, or in a virtual environment when fitness clubs were closed.

Beyond the health club
Besides market developments and trends, this year’s report provides additional insights into the fitness behaviour of European consumers which goes beyond health clubs.

Almost 11,000 consumers from 19 countries were asked about their fitness routines in a representative survey in terms of gender, age and urbanisation. Even if the survey results show that the pandemic had a negative impact on consumers’ fitness behaviour in many European countries (in 14 of the 19 countries, the share of consumers who cut back their fitness routines since the outbreak of the pandemic exceeds the share of consumers who increased their exercise frequency), the consumer sentiment indicates that an increase in physical activity beyond pre-COVID-19 levels might occur once exercise becomes and remains possible in a safe and largely unrestricted setting.

After the sharp decline of fitness market KPIs in 2020, the number of European fitness clubs (63,173) and overall memberships (56.3 million) in 2021 increased slightly by +0.2 per cent and +2.0 per cent, respectively.

A further reduction was prevented mainly through the strong rebound in memberships in the UK and Spain – two of the biggest European markets – as well as through the continued expansion of larger fitness operators compensating for pandemic-related club closures.

The situation is different for total revenues which decreased by 11.4 per cent to €17.1 billion due to the pandemic. Similar to the previous year, gyms in many European countries had to close for several months so that from an accounting perspective, no revenues could be realised during these periods.

Regional variations
However, contrary to what these overall values suggest, the ‘European fitness market’ does not exist, but is the aggregation of various, often highly heterogeneous markets which are not moving in a uniform direction. The two largest European fitness markets, Germany and the UK, stand representative of this.

As fitness club operations in Germany were subject to comparatively strict, pandemic-related measures (including club closures for almost half of the year) in 2021, revenues dropped by 46.4 per cent to €2.23 billion whereas gym operators in the UK benefited from comparatively early club re-openings, combined with the lifting of restrictions and hence, experienced a strong membership rebound, resulting in a revenue increase of 34.4 per cent to €3.56 billion. This means that last year’s revenue development in these two countries – when total revenues in the UK (-51.9 per cent) dropped by a larger share than in Germany (-24.5 per cent) – has been reversed.

Despite the overall revenue decrease in the European market, the Top-15 operators were able to increase their revenues (+1.8 per cent) to a cumulated value of €3.1 billion in 2021. Especially leading fitness chains from the UK, such as David Lloyd Leisure (+56 per cent, including government payments), PureGym (+21 per cent – Deloitte estimate based on companies’ Q3 2021 revenues), GLL (+11 per cent) and The Gym Group (+39 per cent) regained momentum.

Also, in terms of membership, the leading European operators were able to outperform the market. The above-average membership growth of the top operators is strongly related to new club openings. The most aggressive expansion strategy is pursued by Basic-Fit which opened 110 new gyms in 2021 and plans to enter the German market in 2022.

Mergers and acquisitions
With 19 M&A deals in which a minimum of four gyms, as well as at least 50 per cent of the target’s shares, were acquired, the number of European brick-and-mortar M&A transactions in 2021 has settled at a constantly high level. The figures show that the trend of market consolidation by financial and strategic investors (ie other fitness club operators) continued despite the influence of the pandemic.

The largest transaction by number of clubs already took place at the beginning of the year when Svenska N’ergy AB, which operates fitness clubs under the STC brand, acquired 94 gyms from the Swedish franchise fitness company, Puls and Träning.

Also, the Spanish concession operator Forus continued its growth with the acquisition of 10 Spanish Holmes Place clubs and 18 sport facilities in Italy. The expansion was enabled by an investment from finance houses JP Morgan Asset Management and Ben Oldman Partners earlier in the year.

In Poland, fitness intermediary Medicover acquired 45 gyms in the course of four different transactions. Similar to its Polish competitor Benefit Systems, Medicover pursues a strategy of vertical integration by owning a network of different fitness operators.

An interesting out-of-the-box transaction was the arrival of Colruyt (a Belgian supermarket chain) which entered the health and fitness market with the acquisition of 27 Belgian clubs of Jims Fitness. Through the acquisition, Colruyt wants to combine nutrition and exercise competence for a powerful consumer experience.

Fitness behaviour
Although it’s difficult to predict how quickly the European fitness industry will be back to its pre-pandemic level, signs from the market in 2022 – with no or only a few limitations for gym operations – are very encouraging. As one example, Basic-Fit increased memberships by 18 per cent in the first quarter of 2022, compared to the end of the previous year.

The relatively fast return to fitness clubs not only underlines their advantages of professional equipment and social interaction, but also indicates that gyms will stay as centrepieces of the fitness ecosystem. Nevertheless, smaller operators will need more time to fully recover from the pandemic.

At the same time, new fitness solutions have been established to support fitness practitioners during their workouts outside the fitness club, most of them focusing on digitally enhanced or at-home fitness. Those new offerings enriched the variety of opportunities of which a consumer can choose to build their own fitness experience – based on individual preferences.

Karsten Hollasch

Deloitte found new entrants driving change in the market / Yann Bertrand/colruyt
Deloitte found new entrants driving change in the market / Yann Bertrand/colruyt
/ Yann Bertrand/Colruyt Group
/ Yann Bertrand/colruyt
https://www.leisureopportunities.co.uk/images/2022/269401_937338.jpg
Karsten Hollasch reports on the ninth European Health and Fitness Market Report from Deloitte and Europe Active
HCM magazine
Doing the recommended amount of exercise during weekends is just as beneficial as spreading physical activity out across the week, a new study has found
HCM magazine
Martyn Allison reviews a recent National Audit Office report into grassroots participation in physical activity in the UK
HCM magazine
For years the sector has used participation numbers as a measure of success, but policymakers are now calling for a change to measuring outcomes, so value can be established
HCM Magazine
HCM People
We always contact guests ahead of their visit, to encourage them to visit the gym as part of their stay, as well as doing follow-ups
HCM Magazine
Evidence
Tom Walker investigates how £2.2bn worth of London 2012 legacy investment has failed to empower teachers
HCM Magazine
Letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
Active ageing
Colin Milner, CEO of the International Council on Active Aging explains the latest research into opportunities in the active-ageing sector
HCM Magazine
Sponsored
BXR is one of the most exciting brands in the fitness industry. Co-founder Alex Nicholl gives us a glimpse behind the scenes
HCM Magazine
Editor's letter
The urgent need to represent the industry to governments globally has led to the commissioning of a new report into its impact on GDP by the Global Health and Fitness Alliance
HCM Magazine
Policy
UK Active’s Alex Lucas explains the findings of a new report which shows how the fitness and leisure sector can help transform workforce activity levels in the new hybrid workplace
HCM Magazine
Latest News
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
Latest News
Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
Latest News
The Gym Group saw its membership grow by 10 per cent during the first six ...
Featured supplier news
Featured supplier news: Dr Paul Bedford and Andreas Paulsen to speak at Sibec Europe-UK
Questex’s Sibec Europe-UK, Europe’s leading hosted buyer event for the fitness industry, will take place on 27-30 September 2022 at the Anantara Vilamoura Algarve Resort, in Portugal.
Featured supplier news
Featured supplier news: Peloton Commercial partners with Oracle Red Bull Racing to power high-performance fitness and wellbeing facility
Operating at the extreme edge of performance, a race team requires every element and working part to function at its very best – and that includes its people.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: TVS Group
TVS Group includes TVS Sports Surfaces, TVS Gym Flooring, TVS Play Surfaces and TVS Acoustics. ...
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering an exceptional service ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: W3Fit announces partnership with ukactive
As W3Fit continues to sign operators and suppliers up to its inaugural event on the beautiful island of Malta, October 4-7, 2022, the company has today, announced, an official partnership with ukactive.
Featured press releases
Featured press releases: Parkwood Leisure Appoints New Strategic Director
Parkwood Leisure is delighted to announce that Andy Farr will be re-joining the business as Strategic Director from September 2022.
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
Comfort Zone - Davines S.p.A: Skincare
Fitness equipment
A Panatta Sport Srl: Fitness equipment
On demand
Fitness On Demand: On demand
Management software
Premier Software Solutions: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

features

Research: Deloitte's annual European Health and Fitness Market Report

In April, Deloitte and Europe Active published the ninth edition of their yearly European Health and Fitness Market Report, as Karsten Hollasch explains

Published in Health Club Management 2022 issue 4
Supermarket chain Colruyt acquired Jims clubs in Belgium as part of a drive towards wellness / Yann Bertrand/Colruyt Group
Supermarket chain Colruyt acquired Jims clubs in Belgium as part of a drive towards wellness / Yann Bertrand/Colruyt Group
The trend of market consolidation by financial and strategic investors continued despite the influence of the pandemic

Similar to the year 2020, the European fitness market was strongly impacted by temporary COVID-19-related club closures and operational restrictions during 2021. As a consequence, many operators tried to overcome this situation through the development of innovative solutions and concepts to enable fitness practitioners to either work out in a safe environment, or in a virtual environment when fitness clubs were closed.

Beyond the health club
Besides market developments and trends, this year’s report provides additional insights into the fitness behaviour of European consumers which goes beyond health clubs.

Almost 11,000 consumers from 19 countries were asked about their fitness routines in a representative survey in terms of gender, age and urbanisation. Even if the survey results show that the pandemic had a negative impact on consumers’ fitness behaviour in many European countries (in 14 of the 19 countries, the share of consumers who cut back their fitness routines since the outbreak of the pandemic exceeds the share of consumers who increased their exercise frequency), the consumer sentiment indicates that an increase in physical activity beyond pre-COVID-19 levels might occur once exercise becomes and remains possible in a safe and largely unrestricted setting.

After the sharp decline of fitness market KPIs in 2020, the number of European fitness clubs (63,173) and overall memberships (56.3 million) in 2021 increased slightly by +0.2 per cent and +2.0 per cent, respectively.

A further reduction was prevented mainly through the strong rebound in memberships in the UK and Spain – two of the biggest European markets – as well as through the continued expansion of larger fitness operators compensating for pandemic-related club closures.

The situation is different for total revenues which decreased by 11.4 per cent to €17.1 billion due to the pandemic. Similar to the previous year, gyms in many European countries had to close for several months so that from an accounting perspective, no revenues could be realised during these periods.

Regional variations
However, contrary to what these overall values suggest, the ‘European fitness market’ does not exist, but is the aggregation of various, often highly heterogeneous markets which are not moving in a uniform direction. The two largest European fitness markets, Germany and the UK, stand representative of this.

As fitness club operations in Germany were subject to comparatively strict, pandemic-related measures (including club closures for almost half of the year) in 2021, revenues dropped by 46.4 per cent to €2.23 billion whereas gym operators in the UK benefited from comparatively early club re-openings, combined with the lifting of restrictions and hence, experienced a strong membership rebound, resulting in a revenue increase of 34.4 per cent to €3.56 billion. This means that last year’s revenue development in these two countries – when total revenues in the UK (-51.9 per cent) dropped by a larger share than in Germany (-24.5 per cent) – has been reversed.

Despite the overall revenue decrease in the European market, the Top-15 operators were able to increase their revenues (+1.8 per cent) to a cumulated value of €3.1 billion in 2021. Especially leading fitness chains from the UK, such as David Lloyd Leisure (+56 per cent, including government payments), PureGym (+21 per cent – Deloitte estimate based on companies’ Q3 2021 revenues), GLL (+11 per cent) and The Gym Group (+39 per cent) regained momentum.

Also, in terms of membership, the leading European operators were able to outperform the market. The above-average membership growth of the top operators is strongly related to new club openings. The most aggressive expansion strategy is pursued by Basic-Fit which opened 110 new gyms in 2021 and plans to enter the German market in 2022.

Mergers and acquisitions
With 19 M&A deals in which a minimum of four gyms, as well as at least 50 per cent of the target’s shares, were acquired, the number of European brick-and-mortar M&A transactions in 2021 has settled at a constantly high level. The figures show that the trend of market consolidation by financial and strategic investors (ie other fitness club operators) continued despite the influence of the pandemic.

The largest transaction by number of clubs already took place at the beginning of the year when Svenska N’ergy AB, which operates fitness clubs under the STC brand, acquired 94 gyms from the Swedish franchise fitness company, Puls and Träning.

Also, the Spanish concession operator Forus continued its growth with the acquisition of 10 Spanish Holmes Place clubs and 18 sport facilities in Italy. The expansion was enabled by an investment from finance houses JP Morgan Asset Management and Ben Oldman Partners earlier in the year.

In Poland, fitness intermediary Medicover acquired 45 gyms in the course of four different transactions. Similar to its Polish competitor Benefit Systems, Medicover pursues a strategy of vertical integration by owning a network of different fitness operators.

An interesting out-of-the-box transaction was the arrival of Colruyt (a Belgian supermarket chain) which entered the health and fitness market with the acquisition of 27 Belgian clubs of Jims Fitness. Through the acquisition, Colruyt wants to combine nutrition and exercise competence for a powerful consumer experience.

Fitness behaviour
Although it’s difficult to predict how quickly the European fitness industry will be back to its pre-pandemic level, signs from the market in 2022 – with no or only a few limitations for gym operations – are very encouraging. As one example, Basic-Fit increased memberships by 18 per cent in the first quarter of 2022, compared to the end of the previous year.

The relatively fast return to fitness clubs not only underlines their advantages of professional equipment and social interaction, but also indicates that gyms will stay as centrepieces of the fitness ecosystem. Nevertheless, smaller operators will need more time to fully recover from the pandemic.

At the same time, new fitness solutions have been established to support fitness practitioners during their workouts outside the fitness club, most of them focusing on digitally enhanced or at-home fitness. Those new offerings enriched the variety of opportunities of which a consumer can choose to build their own fitness experience – based on individual preferences.

Karsten Hollasch

Deloitte found new entrants driving change in the market / Yann Bertrand/colruyt
Deloitte found new entrants driving change in the market / Yann Bertrand/colruyt
/ Yann Bertrand/Colruyt Group
/ Yann Bertrand/colruyt
https://www.leisureopportunities.co.uk/images/2022/269401_937338.jpg
Karsten Hollasch reports on the ninth European Health and Fitness Market Report from Deloitte and Europe Active
Latest News
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
Latest News
Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
Latest News
The Gym Group saw its membership grow by 10 per cent during the first six ...
Latest News
Mindbody has announced that Fritz Lanman will become the company’s new CEO from 3 September ...
Latest News
Parkour Generations has joined forces with Gymbox to bring parkour into the UK’s mainstream fitness ...
Latest News
Amazon has acquired primary healthcare organisation One Medical in a US$3.9bn deal that will see ...
Featured supplier news
Featured supplier news: Dr Paul Bedford and Andreas Paulsen to speak at Sibec Europe-UK
Questex’s Sibec Europe-UK, Europe’s leading hosted buyer event for the fitness industry, will take place on 27-30 September 2022 at the Anantara Vilamoura Algarve Resort, in Portugal.
Featured supplier news
Featured supplier news: Peloton Commercial partners with Oracle Red Bull Racing to power high-performance fitness and wellbeing facility
Operating at the extreme edge of performance, a race team requires every element and working part to function at its very best – and that includes its people.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: TVS Group
TVS Group includes TVS Sports Surfaces, TVS Gym Flooring, TVS Play Surfaces and TVS Acoustics. ...
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering an exceptional service ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: W3Fit announces partnership with ukactive
As W3Fit continues to sign operators and suppliers up to its inaugural event on the beautiful island of Malta, October 4-7, 2022, the company has today, announced, an official partnership with ukactive.
Featured press releases
Featured press releases: Parkwood Leisure Appoints New Strategic Director
Parkwood Leisure is delighted to announce that Andy Farr will be re-joining the business as Strategic Director from September 2022.
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
Comfort Zone - Davines S.p.A: Skincare
Fitness equipment
A Panatta Sport Srl: Fitness equipment
On demand
Fitness On Demand: On demand
Management software
Premier Software Solutions: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
JP Lennard
JP Lennard
Partner sites