Big-box & Mid-box
Insights

In 2025 traditional big box gyms and fitness centers continued their renaissance, as their internal numbers swelled (memberships, revenues and balance sheets). In looking to out-compete boutiques, operators have increasingly invested this year to recreate the ambiances that boutiques offer, adding different fitness, wellness and recovery modalities to their facilities. They’ve invested heavily into pilates (reformer group exercise and 1-on-1 training) and strength (group exercise and equipment ranges) to offer these increasingly high-demand services, especially to prospective Gen Z and Gen Y members. Many confidently increased their membership rates, as well as added new membership tiers, ensuring greater revenue per member, as well as better retention and LTV. As members continue to demand flexibility, inclusion and community, big boxes offering the above, in addition to virtual classes, flexible membership models (i.e. month-to-month plans) and the cross-utilization of multiple modalities are winning, and winning big. Personal training continues to perform well, especially for businesses whose trainers can effectively design, deliver and sell more holistic and personalised plans. All-in-all, big box clubs are transitioning en masse from being a place to ‘be fit’ to a wellness hub, a lifestyle destination and a place to improve your life – physically, socially and mentally. We see their renaissance continuing across 2026 with confidence building and boutiques’ market share again being eroded slightly.