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
Core Health & Fitness
Core Health & Fitness
Core Health & Fitness
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
The ability to benchmark club performance by brand or by region is encouraging teams to look across the estate for training and best practice
HCM magazine
As Elevate returns to the market, we talk to director Lucy Findlay about how the event has come together
HCM magazine
Energy is top of the agenda for two major reasons – cost and decarbonisation. With these two on a collision course, our experts share their views
HCM Magazine
Indoor cycling
From colour zones to personalised resistance, indoor bikes now offer smarter, more advanced features than ever before. Suppliers tell us how their models can revolutionise your indoor cycling programme
HCM Magazine
Flooring
Time for a flooring upgrade? Experts share their latest insights to inspire flooring projects of all types
HCM Magazine
Sponsored
The body composition specialists are showing no signs of slowing down, with new leadership and launches for 2022
HCM Magazine
Research
Researchers have shed new light on the effects of HIIT on skeletal muscle, according to a study published on the eLife platform
HCM Magazine
HCM People
We want Grndhouse to be everywhere: in gyms, hotels, on holidays, at home – it’s boutique fitness in your hand
HCM Magazine
Editor's letter
Having a portfolio of more than 1,000 health club locations is the aim of ambitious operators, with this elite category growing fast, creating new dynamics in the market
HCM Magazine
Postbag
As HCM passed its 300th edition milestone, readers shared their thoughts and feelings on HCM’s contribution to the industry in a very special postbag
HCM Magazine
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Latest News
Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
Latest News
Luxury hotel chain Mandarin Oriental has launched a new brand called Intelligent Movement to deliver ...
Latest News
Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June ...
Latest News
A new report by Deloitte, outlining the social and economic value of the global health ...
Latest News
Barry’s has entered the world of retail, opening a studio in the new Flannels flagship ...
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured supplier news
Featured supplier news: EGYM announces integration with software provider Fisikal
EGYM has announced an integration with a leading UK-based software company Fisikal to enhance its capabilities to serve the needs of enterprise customers running multi-site operations.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
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
Sport Alliance GmbH
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Company profiles
Company profile: énergie Fitness
Empowered Brands, owner of the énergie fitness business, has leveraged more than 18 years of ...
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
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
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Latest News
Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
Latest News
Luxury hotel chain Mandarin Oriental has launched a new brand called Intelligent Movement to deliver ...
Latest News
Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June ...
Latest News
A new report by Deloitte, outlining the social and economic value of the global health ...
Latest News
Barry’s has entered the world of retail, opening a studio in the new Flannels flagship ...
Latest News
The London 2012 Olympic legacy investment designed to improve physical education at primary schools has ...
Latest News
A special task force has been established to boost physical activity opportunities for people with ...
Latest News
F45 will be launching its first studio in a hotel in Q3 2022, following a ...
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured supplier news
Featured supplier news: EGYM announces integration with software provider Fisikal
EGYM has announced an integration with a leading UK-based software company Fisikal to enhance its capabilities to serve the needs of enterprise customers running multi-site operations.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
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
Sport Alliance GmbH
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Company profiles
Company profile: énergie Fitness
Empowered Brands, owner of the énergie fitness business, has leveraged more than 18 years of ...
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
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:
Core Health & Fitness
Core Health & Fitness
Partner sites