Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Diving into Fitness: Recapping 2021 and Looking Ahead to 2022

By 
Shira Petrack
February 8, 2022
Diving into Fitness: Recapping 2021 and Looking Ahead to 2022
SHARE
Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
Key Takeaways

As this second pandemic year wraps up, we dove into foot traffic for leading gyms to understand how the offline fitness sector performed in 2021 and where it’s headed in 2022. 

Nationwide Trends

Gyms suffered a heavy blow over the pandemic. Safety concerns, lingering restrictions and even the challenge of exercising while abiding by indoor mask requirements kept many people away from gyms long after the initial closures. Meanwhile, a large number of fitness consumers claimed that they were not planning on ever renewing their membership after discovering the cost and convenience advantages of home exercise. 

But despite the dire prognosis in early 2021, fitness year-over-two-year (Yo2Y) visits began to climb already in the spring along with vaccination rates. By July, nationwide fitness visits were only 2.5% lower than they had been two year prior – a clear testament to the enduring appeal of gyms, since the pandemic was still far from over. And even though visits dipped back down again in October and November – likely due to the rise of the Delta variant – visits bounced right back up in November, with December even seeing 0.5% growth in foot traffic compared to December 2019.

!function(e,i,n,s){var t="InfogramEmbeds",d=e.getElementsByTagName("script")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement("script");o.async=1,o.id=n,o.src="https://e.infogram.com/js/dist/embed-loader-min.js",d.parentNode.insertBefore(o,d)}}(document,0,"infogram-async");

January Slump?

January is the month of new year's resolutions, and since the most common new year’s resolution in the United States is to exercise more, the fitness sector consistently sees one of its strongest visit rates that month. As gyms ended the year on a high note, many looked to January to push the category into full-fledged growth. Instead, weekly fitness visits this January were down by double digits every week compared to January 2020.

But the weak January numbers are not necessarily cause for concern. First, the Omicron variant that is currently sweeping the nation may be pushing some fitness consumers to put off visiting gyms until the current wave subsides. And just as visits bounced back up in November and December once the Delta wave dwindled, visits will likely rise back up once this fifth wave is behind us. 

A second, more unexpected reason for the January slump is that people are making fewer new year’s resolutions this year. As The Atlantic puts in, “Resolutions Are Not the Vibe for 2022.” Nearly two years into a global pandemic, many people feel that the sheer unpredictability of life under COVID makes formulating new year’s resolutions a little pointless. And some are just worn out by everything that has unfolded since March 2020 and have decided to give themselves a break this year. 

Since January visits tend to be sky-high, even a minor dip in visits this year can look like a major drop when compared to January 2020, when visits followed the typical January pattern. But the fact that the weekly visit gap has already narrowed from 20.0% for the week of January 3rd to 13.9% for the week of January 24 may indicate that the slump really is due to these unique challenges and the comparisons to early January 2020 – and so the fitness recovery is still very much on track. 

!function(e,i,n,s){var t="InfogramEmbeds",d=e.getElementsByTagName("script")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement("script");o.async=1,o.id=n,o.src="https://e.infogram.com/js/dist/embed-loader-min.js",d.parentNode.insertBefore(o,d)}}(document,0,"infogram-async");

Anytime Fitness leads Fitness Leaders’ Recovery 

Planet Fitness, LA Fitness, and Anytime Fitness are three of the largest fitness chains in the United States by foot traffic, and visit trends for these visit leaders reveal a lot about the state of the fitness recovery. 

As the graph below shows, visits per venue to all three fitness leaders have been steadily recovering since the beginning of the year. Planet Fitness, LA Fitness, and Anytime Fitness started the year with a 21.0%, 43.3%, and 6.5% Yo2Y visit gap, respectively, in Q1 – and ended the year with only a 3.9% and 2.9% Yo2Y visit gap for Planet Fitness and LA Fitness, and a 5.6% Yo2Y visit surplus for Anytime Fitness. The consistent recovery of these fitness visit leaders despite the onslaught of new COVID variants clearly shows that gyms – like malls, brick and mortar stores, and other retail tenants who’s demise has already been prematurely mourned – are still very much alive and well.

!function(e,i,n,s){var t="InfogramEmbeds",d=e.getElementsByTagName("script")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement("script");o.async=1,o.id=n,o.src="https://e.infogram.com/js/dist/embed-loader-min.js",d.parentNode.insertBefore(o,d)}}(document,0,"infogram-async");

Rise of the Value Brands

Before the pandemic, the default for Americans wanting to stay in shape was to pay to join a gym, and fitness consumers then had to decide which gym to join based on various factors such as price point and amenities. But COVID changed the default, and for over a year, the normal way to stay in shape was to engage in regular home workouts. And now that gyms have opened up again, fitness consumers are no longer making the choice between which gym to join - they are choosing whether to join at all or to continue working out at home. 

This partially explains the rise in popularity of low-cost fitness brands. While Blink Fitness, EōS Fitness, and others may also offer a premium membership tier, these brands all advertise membership options that cost significantly less than the $37.7 per month an average gym membership costs in the United States. And in December alone, despite the Omicron surge, Blink, EōS, Esporta, Workout Anytime, and Crunch showed a visit per venue increase of 21.7%, 41.1%, 30.3%, 24.9%, and 39.5%, respectively. 

Introducing lower price points can help fitness brands that are still working on closing their visit gap regain some of the customers they may have lost over the past two years. There are many ways to jump on the low-cost bandwagon, such as adding lower-cost membership tiers to existing brands or establishing new low-cost fitness concepts and rebranding select venues, like LA Fitness did with Esporta. Fitness chains that are still struggling to recover from the pandemic’s impact should take note. This also enables visitors to continue to leverage their at home routines or other memberships as part of a more holistic approach to fitness services.

!function(e,i,n,s){var t="InfogramEmbeds",d=e.getElementsByTagName("script")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement("script");o.async=1,o.id=n,o.src="https://e.infogram.com/js/dist/embed-loader-min.js",d.parentNode.insertBefore(o,d)}}(document,0,"infogram-async");

Still Space for Premium Brands 

While many low-cost fitness chains are thriving, foot traffic data indicates that there is still room for premium fitness success. Genesis Health Clubs and Powerhouse Gym both charge above the national average for memberships, and like their low-cost peers, these brands have seen their visits per venue skyrocket over the past couple of months. But both Powerhouse and Genesis also offer amenities that go far beyond the standard gym services, such as child care and tanning

The success of these clubs shows that some fitness consumers are still willing to pay a premium for gym membership – as long as they get premium services in return. It seems that the days of asking for $40/month in exchange for the use of space and a couple pieces of equipment are over. The pandemic has changed people’s value-for-fitness membership equation, and sports clubs that don’t adapt to today’s fitness consumers’ expectations risk being left behind.  

!function(e,i,n,s){var t="InfogramEmbeds",d=e.getElementsByTagName("script")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement("script");o.async=1,o.id=n,o.src="https://e.infogram.com/js/dist/embed-loader-min.js",d.parentNode.insertBefore(o,d)}}(document,0,"infogram-async");

Want to keep tabs on the fitness recovery in the United States? 

Visit our free Industry Trends Tracker

Learn how downtown regions across US cities are measuring up with our free tools.
Check out the latest trends for
No items found.

Related Topics

Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
SHARE
Get 3 brand & industry
breakdowns every week
Subscribe to the newsletter
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.

Recent Publications

Get 3 brand & industry breakdowns every week

Subscribe to the newsletter
Home Depot and Lowe’s Heading Into the Holidays
Starbucks and Dutch Bros: Short Visits Lead the Way
Planet Fitness: Raising the Bar(bell)
Checking in With Full-Service Restaurants: First Watch, Chili’s, and Outback Steakhouse
RBI and Yum!: QSR Resilience in 2024
Boot Barn and DSW: Stepping Up Their Game
Target’s October Circle Week: A Data-Driven Snapshot
Chipotle, Shake Shack & Wingstop: Dining Success in Q3 2024
Playa Bowls and Tropical Smoothie Cafe: Berry Big Business
Cheesecake Factory & BJ’s Restaurants: Full-Service Success
Checking in on McDonald's and Wendy's 
Sprouts Farmers Market: A Specialty Grocer With a Traditional Twist
CAVA: The Craze Continues
Placer.ai Reaches $100M Annual Recurring Revenue
Catching Up With Carter's 
A Texas Roadhouse and LongHorn Steakhouse Showdown
Placer.ai Mall Index: September 2024 Recap – Labor Day Peaks and Holiday Season Predictions
Albertsons Q3 Check-In
Looking Ahead to the 2024 Holiday Season
Trader Joe's: Continuing to Thrive in 2024
Bowlero and AMF: A Ten-Pin Knockout
Recreational Retail: Store Performance in 2024
Placer.ai White Paper Recap – September 2024
A QSR and Fast-Casual Face-Off
Sam’s Club’s In-Store Retail Media Network Opportunity
The Rising Stars: Six Metro Areas Welcoming Young Professionals
Costco in 2024: A Deep Dive
Sherwin-Williams in 2024: Brighter Than a New Lick of Paint
Life Time and Orangetheory: Premium Fitness Flourishing
C-Stores: More Than A Pit Stop
Darden: Dining Dominance Undeterred 
Placer 100 Index for Retail and Dining: August 2024 Recap
Placer.ai Office Index: August 2024 Recap
Placer.ai Mall Index: August 2024 Recap – Back-To-School In Full Swing
Auto Parts Retailers: The Traffic Continues
Pumpkin Spice Works its Magic Once Again
School Season Sparks Retail Growth
Placer.ai White Paper Recap – July & August 2024
Big Lots’ Big Rightsizing Move in Four Data Points
Fun Away From The Sun: Checking in With Eatertainment
Domestic Migration and Population Growth: Strong Currents Off The Carolina Coast
The Civic Impact of Summer Events
Retail Trends in College Towns: A Back-to-School Snapshot
Five Below and Ollie’s Bargain Outlet: Consumers Still on the Hunt for Discounts
Macy’s & Bloomingdale’s: Into 2024 and Beyond
Limited Time Only: The Trend Continues
Beauty in 2024: Many Ways to Win
Dollar General & Dollar Tree: Powering Ahead in Q2 2024
The Home Depot and Lowe's Foot Traffic Remodel in Q2 2024
Superstore Update: Summer Savings Spree
Placer.ai Mall Index: July 2024 Recap – From Fourth of July to Back-to-School
Placer.ai Office Index: July 2024 Recap
Summer Movie Madness: Blockbuster Films Boost Foot Traffic
Driving Success: Toyota in 2024
Denny’s and IHOP: An All-Day Breakfast Matchup
Warby Parker: Seeing Clearly Now
Planet Fitness at the 2024 Halfway Point
Serving Summer 2024: RBI and Yum! Brands Q2 Foot Traffic
Starbucks, Dutch Bros., Dunkin’: Finding Summer Success
Fast Food and Fast Casual Favorites, Plus CosMc’s Takeoff
Chipotle and Sweetgreen: Fast-Casual in Q2 2024
First Watch, Texas Roadhouse, and Applebee’s: An FSR Roundup
Albertsons Companies: H1 2024 Recap
Teaming Up For Success: Sports Stadium Sponsorships
Limited Time Offers: Price Wars Boost Visits
Placer 100 Index for Retail & Dining: June 2024 Recap
Placer.ai Mall Index: June 2024 Recap
Placer.ai Office Index: June 2024 Recap
Inside Out 2: The New Blockbuster Bringing Crowds Back to Theaters
Petco and PetSmart: A Head to Head
Frozen Delights: Exploring Ice Cream Chains Across America
Placer.ai White Paper Recap – June 2024
Barnes & Noble: Writing a New Story
Small Format Stores - Sprouting, Blooming, and Expanding
Retail and Dining on Father’s Day
Thrift Store Visit Scores
Charting Value Grocery’s Visit Growth
Placer 100 Index for Retail & Dining: Introduction and May 2024 Recap
Digging Into Darden: Q2 2024 Update
2024 Retail and Dining Trends Update
TRU and avid: Midscale Hotels on the Rise 
Diving Into Kroger: A Strong Start to 2024
Placer.ai Mall Index: May 2024 Recap – Mall Visits on the Rebound
Placer.ai Office Index: May 2024 Recap
2024 Memorial Day Recap
Las Vegas: A Tourism and Migration Deep Dive
Eatertainment Chains: Full on Food, Fun, and Foot Traffic
The Promise of Luxury Apparel
Catching Up With Ulta Beauty & Gap Brands
Ollie’s Bargain Outlet and Five Below: Q1 2024 Treasure Troves
CAVA Still Going Strong
Driving Success: Auto Parts Chains in 2024
Checking in With DICK’S Sporting Goods
Mother’s Day Shopping and Dining Trends
Placer.ai Mall Index: April 2024 Recap – Retail Resilience Heading into Spring
Dollar Stores Still Gaining Momentum
Off-Price Apparel Chains After Q1 2024: Demographics in the Balance
Walmart, Target, and Wholesale Clubs Continue to Thrive
Home Improvement and Decor Check In
Placer.ai Office Index: April 2024 Recap – Recovery Continues