Growing a fitness brand
US gyms had a record 81 million members in 2025, and 18-to-24-year-olds are the most likely to be members. Reach them on YouTube, Instagram and TikTok, and keep weight-loss ads for adults.
How big is the fitness industry?
US gyms, studios and fitness clubs had 81 million members in 2025, up 5.2% from 2024. Counting day passes and guests, more than 100 million people used one.
| Measure | Figure | Year |
|---|---|---|
| Members of a gym, studio or fitness facility | 81 million | 2025 |
| Americans 6 and older who are members | 26.1% | 2025 |
| People who used a facility, members or not | More than 100 million | 2025 |
| Fitness trainer and instructor jobs | 388,400 | 2025 |
| Growth in trainer jobs | 7% | 2025 to 2035 |
The membership figures come from the Health & Fitness Association's 2026 consumer report.[1, 2, 3, reported]
Who are fitness customers?
Young adults are the most likely to belong to a gym, and people 65 and older are the fastest-growing group of members.
| Group | What the figures show |
|---|---|
| Ages 18 to 24 | 35.5% are members, the highest of any age group |
| Ages 65 and older | Members up 8.6% in a year |
Figures are for 2025.[2, reported]
Which platforms should a fitness brand grow on?
YouTube reaches the most US adults at every age, including the over-65s who are the fastest-growing group of members. Instagram and TikTok reach most 18-to-29-year-olds.
Meta doesn't require an 18-and-over audience for gyms, classes and fitness gear. Diet and weight-loss ads must target people 18 and over on Meta and TikTok. TikTok also bans claims that a product alone, without diet or exercise, causes weight loss. If you sell a workout app on the App Store, Apple doesn't allow health or fitness data from HealthKit to be used for advertising. Point every profile to your .com, and read protecting your trademark once the name is filed. For domain endings and trademark classes, see naming a fitness brand.[4, 5, 6, 10, secondary]
Checks the .com, Instagram, TikTok, YouTube, App Store and trademarks in one search.
Who are the top fitness creators?
Ashton Hall is on Forbes' 2026 list of top creators, and Leana Deeb is on TIME's 2025 list of the 100 most influential creators.
| Creator | Known for | Named by |
|---|---|---|
| Ashton Hall | Viral morning-routine videos; a former Alcorn State running back with 38.1 million followers in June 2026 | Forbes Top Creators 2026 (opens in a new tab), #41 |
| Leana Deeb | Fitness creator with a modest activewear collection for Gymshark | TIME100 Creators 2025 (opens in a new tab) |
Which sites are the authorities on fitness?
The Health & Fitness Association, the American College of Sports Medicine, the US Physical Activity Guidelines and BLS are the main fitness authorities.
| Site | What it is | Use it for |
|---|---|---|
| Health & Fitness Association (opens in a new tab) | The global non-profit trade association for the health and fitness industry | Membership figures and industry reports |
| American College of Sports Medicine (opens in a new tab) | Publishes ACSM's Guidelines for Exercise Testing and Prescription | Trainer certifications and exercise science |
| Physical Activity Guidelines for Americans (opens in a new tab) | The US health department's guidelines, now in their 2nd edition | How much activity people need |
| BLS: Fitness trainers and instructors (opens in a new tab) | US government job data | Pay and job growth for trainers |
Sources (12)
- PrimaryHealth & Fitness Association: 81 Million Americans Were Members of a Fitness Facility in 2025 (opens in a new tab); and About HFA (opens in a new tab)
- ReportedRecreation Management: More Than 100 Million Visit Fitness Facilities in 2025 (opens in a new tab), on HFA's 2026 U.S. Health & Fitness Consumer Report
- PrimaryUS Bureau of Labor Statistics: Fitness Trainers and Instructors (opens in a new tab), Occupational Outlook Handbook
- PrimaryMeta: Health and Wellness ad standards (opens in a new tab)
- PrimaryTikTok: Weight Management and Body Image ad policy (opens in a new tab)
- SecondaryPew Research Center: Social Media Fact Sheet (opens in a new tab), survey of US adults
- SecondaryForbes: Top Creators 2026 (opens in a new tab)
- SecondaryTIME100 Creators 2025 (opens in a new tab)
- SecondaryGulf News: Leana Deeb, empowering women through fitness and fashion (opens in a new tab)
- PrimaryApple: App Store Review Guidelines (opens in a new tab), 2.5.18 and 5.1.3
- PrimaryAmerican College of Sports Medicine (opens in a new tab)
- PrimaryODPHP: Physical Activity Guidelines for Americans (opens in a new tab)