US: Why do consumers turn their backs on gym memberships?

The health, fitness, and gym industry in the US, while stable, hasn’t been thriving of late. According to some estimates, the market size of the Gym, Health & Fitness Clubs industry declined -0.3% in 2023. According to an article published by Fortune earlier this year, the start of the year surge in gym memberships may have been slightly muted in January 2024.

To reverse the momentum, it is crucial for the fitness industry to understand what causes gym members to end their memberships. The most common reason, according to data gathered by YouGov Profiles was that the membership was too expensive – 41% of former gym goers cited this as a reason. Another quarter of consumers said they ended their membership due to a change in personal circumstances (25%).

Time constraints were also a significant factor, with 23% stating they no longer had time to attend the gym. About a fifth of consumers said they ended a membership because they shifted to a new location or because felt they could achieve their fitness goals on their own (19% each). One in seven consumers were put off by a gym experience they didn’t like (14%).

Other reasons included seeking better options (10%), the gym or studio closing (9%), and inconvenient gym hours (8%). Social factors played a role as well, with 5% stopping their memberships because their friends stopped going. Similarly, 5% did not achieve the results they wanted, and 2% were unsure why they discontinued their membership.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative of the online population and weighted by age, gender, education, region, and race. Learn more about Profiles.