There has never been a better time than right now to be a personal wellness consumer.

The world is increasingly moving away from unhealthy experiences and choices that increase the risk of illness – and closer than ever to wellness. The definition of this space is consistent worldwide: consumers are evolving beyond fitness and traditional medical care, seeking holistic, preventative services that help them stay physically strong, mentally healthy, and ensure longevity.  

The latest data from the Global Wellness Institute shows the global wellness economy reached $6.3 trillion in 2023, and has grown at nearly 6% each year since 2019. With a projection to reach $9.0 trillion by 2028, it shows that it’s never been a better time than right now to operate in the global wellness economy.  

In 2024, the industry experienced remarkable growth, nearing $150 billion USD and serving 230 million members worldwide. This expansion is fueled by a renewed consumer focus on longevity and holistic health, along with the continued rise of hybrid fitness models that seamlessly blend in-person experiences with digital solutions. These models are transforming how individuals engage with fitness, offering more flexibility and personalized options. 

Significant global expansion is also shaping the future of fitness. In Southeast Asia, demand is soaring as health-conscious consumers seek accessible, high-quality wellness options. Rising incomes, urbanization, and growing awareness of the benefits of exercise are driving the proliferation of fitness centers across both metropolitan and suburban areas. 

Similarly, the Middle East is entering an exciting era of fitness growth. Government initiatives aimed at promoting healthier lifestyles and addressing lifestyle-related diseases are making fitness a central part of daily life for more people in the region. Countries like Saudi Arabia, the UAE, and Qatar are investing heavily in wellness infrastructure, and the demand for premium fitness experiences is rising rapidly. These regions offer vast opportunities for companies that provide state-of-the-art facilities, personalized wellness programs, and community-focused approaches that resonate with local consumers. 

Globally, the fitness industry is also embracing technology and personalization. From digital fitness platforms to AI-driven health coaching, technological integration is reshaping how consumers approach wellness. Hybrid models, which merge in-person and digital fitness solutions, have become a core offering, providing members with both flexibility and tailored support throughout their fitness journeys. 

Inclusivity and accessibility remain major trends shaping the industry. Today’s fitness consumer is more diverse and informed than ever before, seeking solutions that cater to individual needs—whether through adaptive workouts, mental wellness programs, or culturally relevant offerings. As a global leader, we are dedicated to ensuring fitness is not only accessible to all but also offers a meaningful, personalized experience for each member. 

We’re fortunate both to have a solid footprint and a world-class franchise services model to help our Anytime Fitness clubs across all seven continents engage millions of wellness consumers. And thanks to the merger of our parent Self Esteem Brands with Orangetheory Fitness, we’re now ready to move forward together as Purpose Brands LLC, a holdings company offering affordable, accessible and effective wellness services to more than 7,000 communities and millions of people around the world.   

For Anytime Fitness, our scale and relentless focus on member outcomes mean that we are uniquely positioned to both observe and influence the evolving landscape of wellness on a global scale. The impressive growth of our industry reflects not only the latest trends in health and fitness but also the resilience, innovation, and commitment of our operators, franchisees, members, and partners, all of whom continue to push boundaries and redefine the future of fitness. 

Looking ahead, we are excited about the opportunities these emerging markets and industry trends present. Together with the franchise owners, portfolio of brands, and world-class teams that make up Purpose Brands, we’re here every day to make health and wellness a reality for people worldwide.  

Forever Forward!