High Value, Low Price (HVLP)
Insights

In 2025, the fitness industry’s bifurcation deepened, with new growth concentrated mostly in Premium and High-Value, Low-Price (HVLP) models. With affordable pricing, convenient locations, and an inclusive atmosphere, HVLP models not only drove a major share of global gym growth but also helped improve penetration rates across many countries. With its full evolution to HVLP 2.0, offering members higher-tier pricing to access enhanced amenities including spa and recovery facilities, contrast therapy, massage, group classes, and childcare, the segment is now a juggernaut. The rapid expansion of HVLP concepts highlights their resilience across macro-economic cycles, and when executed effectively, franchisable HVLP formats can deliver strong profitability – now attracting a wide range of private equity investors into the market. Leading international HVLP brands – Planet Fitness, SmartFit, Crunch, Basic-Fit, PureGym, Plus Fitness, L’Orange Bleue, Fitness Park, McFit– plan further domestic and international expansion. Meanwhile, national operators such as EōS Fitness, Mountainside Fitness, VASA Fitness, The Gym Group, and Revo Fitness continue nationwide growth. With momentum, readily available capital, large balance sheets and aggressive investor schedules, the sector is set for continued expansion, investment, and consolidation in 2026. The juggernaut rolls on at full steam!