The fitness market - Portugal

The fitness market gathers all the practices of the sports center related to the well-being of the body . Fitness clubs generally offer group sessions, weight training and cardio machines, but also sometimes personalized coaching or even relaxation areas (juice bar, spa, zen room...). In addition to fitness clubs, the fitness market more recently includes applications that offer personal trainers, outdoor fitness communities as well as applications and connected objects for performance measurement. The fitness industry continues to experience fairly strong growth, as evidenced by total fitness club membership, which grew by 5% in 2017, according to Deloitte. However, there is currently a price war between players in terms of memberships. This obviously leads to a decrease in average revenue per club, going from €848,000 in 2012 to €595,000 in 2017, a 30% decrease over 5 years according to Stadline. With a penetration rate of less than 6% of the population, growth in Portugal is still slow. since this type of service is not a priority in the population's budget, many players are focusing on the low-cost segment, without towels, pool or sauna. This is undoubtedly the fastest growing segment and, with few established players, opens the way for new competitors.