the fitness market | Portugal

2.1 Profile of fitness club members and frequency of use

A survey conducted in **** by AGAP (***) revealed the profile of fitness club members. This study can be representative of reality because of the large number of clubs that were used for the study, namely *** clubs. [***]

First of all, the study showed that the majority of members in **** were women: **% versus **% men. ...

2.2 Member preferences

Fitness clubs may be owned by chains such as Fitness UP, Holmes Place or Sonae Capital, or they may be individuals such as Circle or The Code. Retention rates vary depending on the type of club. While chains have a much larger presence in the country than individual clubs and concentrate ...

2.3 Growth in membership and penetration rate

Prior to the pandemic, membership in Portugal was growing rapidly, with the goal of reaching one million members by ****. In fact, between **** and ****, gym memberships increased by **% and the penetration rate of physical activity participants rose from *.*% to *.*% over the same period. However, this rate remains well below the European average ...

3.1 The different segments of the fitness market

First of all, as we have already mentioned, fitness clubs can belong to large chains or be individual. In Portugal, a significant increase of **% was observed in **** of gyms belonging to large chains. However, the growth of individual gyms was *% in the same year. Thus, in ****, about **% of fitness clubs belonged ...

3.2 Geographical distribution of gymnasiums

AGAP 's study provides an overview of the distribution of gyms in the country. It can be seen that the top six cities (***). It is also interesting to note that despite the fact that the majority of clubs in these cities are chains, the concentration of individual clubs in these top ...

3.3 A highly concentrated market

The fitness market in Portugal is dominated by three major chains: Holmes Place, Fitness Hut and Solinca. Holmes Place is in first position with ** gyms in the country in ****, followed by Fitness Hut which has ** gyms in Portugal so that Solince occupies the third position with ** fitness clubs in the Portuguese ...

4.1 Typology of the offer

Different services are offered by the fitness industry. First of all, gyms offer many possibilities of activities, although some services such as sauna, spa, etc. are available low cost. Another service whose supply has decreased in clubs between **** and **** are group classes, which can be explained by the increase in members' ...

4.2 Evolution of the average monthly fee for fitness clubs

The average monthly rate for fitness clubs increased significantly between **** and ****, from €**.** to €**.**, due to price growth in the premium sector, whose average monthly rate increased by **% between **** and ****. The low-cost and mid-market sectors have been characterized by a decrease in prices since ****, meaning that the average monthly rate of gyms ...

4.3 Supply trends

Growth of the low-cost sector

In recent years, large chains have understood the importance of price in the decision of Portuguese people to join a fitness club. Thus, the low-cost sector, characterized by an average monthly fee that is almost half the price, has experienced significant growth, especially since ****. For example, ...

5.1 Gymnasium installation and physical trainer title

The various laws that apply to the fitness market concern the installation of gyms, the technical responsibility for the safety of fitness clubs : - Law number ***/**** [***]

Law **/**** has a category for sports trainers, but the exercise of the activity of sports trainer and the access regime are detailed in the following ...

6.1 Positioning of the actors

• Holmes Place International Ltd
• Fitness Hut
• Solinca
• The Code
• TimeTofitness24