Summary of our market study

The global fitness market, after facing a slight decline, has been showing robust growth with an expected compound annual growth rate of 7.67% from 2023 to 2030, as per Verified Market Research. Despite setbacks due to fitness center closures during the health crisis, the market is poised for expansion, with a valuation of over $91 billion in 2021 and a projected increase in the fitness equipment industry to $15 billion by 2022. Growth drivers include rising health awareness, the battle against obesity, and increased public healthcare spending. The USA dominates the market, but Europe also represents a significant share with an estimated value of 22.9 billion euros in 2021, according to Research and Markets, despite a decline reported by Deloitte.

The fitness market is seeing increased competition and digitization, with apps like Formation Nike Club becoming popular. The Belgian fitness market recovered well post-crisis and is characterized by a variety of players, including the segment leader Basic-Fit which commands a substantial portion of the Belgian market, with around 500,000 subscribers. New entrants like &AElite Club and SQUAD are innovating with premium and boutique gym experiences respectively. Regulations in Belgium focus on safety, hygiene, and consumer protection in the fitness industry.

Dynamic Fluctuations and Health-Driven Growth in the Belgian Fitness Market

The Belgian fitness market has experienced a myriad of dynamic trends that reflect larger societal shifts and health concerns. Interest in fitness has demonstrated clear cyclicality, with searches for "gym" peaking notably in January and September, aligning with periods post-summer vacation and after the holiday season when individuals are motivated to return to their fitness routines. Yet it is the burgeoning digital fitness space that has significantly reshaped the market. In 2021 alone, Europeans poured between $350 and $400 million into sports and fitness apps, indicating an emerging preference for digital fitness solutions. Belgians, tracking closely with their European counterparts, spent between $4 and $5 million on sports apps, an adaptation that suggests a digital transformation in the pursuit of personal fitness. Health trends have undeniably molded the fitness landscape. Public awareness around obesity—which affects between 15 and 20 percent of the Belgian population—and other chronic conditions has surged, feeding into the expansion of the fitness sector. This has been coupled with an increasing consumer inclination toward organic and health-conscious diets, further entwining fitness with overall lifestyle choices.

In turn, the regulations governing the Belgian fitness market are stringent, reflecting the seriousness with which the nation approaches public health and safety in fitness environments. Ranging from certifications of conformity and fire safety standards to mandates for qualified staff and hygiene protocols, the regulatory framework encapsulates a comprehensive strategy to safeguard consumer well-being. Entering this rigorously supervised market are innovative gyms that dare to redefine the fitness experience. Among these are &AElite Club and SQUAD, novel establishments presenting eco-friendly solutions, tech-forward equipment, and luxurious amenities that have elevated the standard for what constitutes a modern fitness center. Amidst fluctuating demand and digital assimilation, the Belgian fitness market—which was estimated to range from $240 to $660 million in value for 2023—continues to adapt and thrive. The market's responsiveness to digital trends, health concerns, and regulatory auspices suggests a sector poised for sustained growth and transformation.

Key Fitness Market Players in Belgium: Diverse Offerings and Expansive Reach

As the fitness market in Belgium continues to flourish, a variety of major players have established their presence, providing a range of services tailored to different customer needs. These names have become synonymous with wellness and exercise, catering to the evolving demands of fitness enthusiasts across the country.

Basic-Fit: Topping the list of influential names in the Belgian fitness landscape is Basic-Fit, a Franco-Dutch powerhouse that has cemented itself as a market leader. This gym chain boasts about 219 state-of-the-art fitness centers scattered throughout Belgium. With modern equipment, a variety of classes, and amenities that cater to a wide demographic, Basic-Fit appeals to half of all fitness club members in Belgium. Their inclusive approach aims to make fitness accessible to everyone, reflected in their sizable membership base and widespread facilities.
Ælite Club: Embracing the trend of Premium fitness, Ælite Club is a new entrant that has made waves in Waterloo. Offering an expansive 2,200-square-meter space dedicated to high-end fitness experiences, it stands out for its use of cutting-edge Technogym equipment and an eco-conscious philosophy. Their focus on environmental sustainability is evident in their use of green technologies and local suppliers. Ælite Club offers a holistic wellness journey, providing not only fitness equipment but also value-added services like nutritional consulting, massage therapy, and rigorous personal coaching.
SQUAD: In the heart of Brussels, SQUAD has redefined the boutique gym experience by mirroring the high-energy and close-knit dynamics of bootcamp workouts. Each of their classes, designed for small groups, provides a blend of cardio and strength training punctuated by invigorating music and lighting. Beyond the workout space, SQUAD's amenities extend to well-appointed changing areas and a social café where members can unwind with healthful refreshments. Moreover, the gym's collaboration with fashion and beauty brands underscores its commitment to a lifestyle that merges fitness with style and community.

These main players in the Belgian fitness market demonstrate a spectrum of offerings, from the vast network and affordability of Basic-Fit to the upscale, eco-friendly services of Ælite Club, and the exclusive, community-focused SQUAD. Each of these companies caters to unique segments of the market, showcasing the diversity and adaptability of fitness solutions available to consumers in Belgium.

The fitness market - Belgium

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Number of pages : 35 pages
Format : Digital and PDF versions
Last update : 09/06/2023

Summary and extracts

1 Market overview

1.1 Definition and scope of study

The fitness market encompasses all sports centers where you can enjoy physical activity linked to the well-being of your body. Typically, fitness centers offer individual exercise, group classes, personalized supervision and relaxation, with spa and zen rooms, for example.

In addition to fitness clubs, the fitness market has recently come to include apps offering personal trainers, outdoor fitness communities, as well as apps and connected objects for measuring performance.

The global fitness market is experiencing significant growth, with a compound annual growth rate (CAGR) of 7.67% forecast for the period 2023-2030. Several factors are contributing to this expansion, including the gradual emergence from pandemic-related confinement, the importance attached to physical appearance, and the role of social networks in encouraging the quest for an aesthetically pleasing body. [Deloitte]

The Belgian market is undergoing a similar evolution. Although the health crisis and the successive confinements that accompanied it had a major impact on the fitness business, it has now recovered well and is once again showing good growth prospects.At the same time, as the market develops, competition increases, putting pressure on prices. At the same time, the range of services on offer is constantly evolving, with more personalized and affordable solutions.

The Belgian gym market is characterized by a diversity of players, including both new entrants with innovative concepts such as premium or women-only gyms, and long-established players such as the Franco-Dutch company Basic Fit, one of Europe's leading players in the sector.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulations

6 Positioning the players

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