Young and affluent consumers are leading gym usage in Latin America, according to research conducted for the Health and Fitness Association and there are further opportunities to engage lapsed and never-members in this dynamic market.

Seventy eight per cent of Latin Americans in major metropolitan areas in Brazil, Mexico, Argentina, Colombia, Peru and Chile exercise several times a month, including 61 per cent who exercise multiple times weekly, according to the The 2024 Latin America Consumer Survey.

Commissioned by the Health & Fitness Association and ABC Fitness, the report surveyed 3,700 adults from the largest metropolitan areas of Brazil, Mexico, Argentina, Colombia, Peru and Chile.

This is a dynamic market and in order to succeed, fitness businesses must develop a deep understanding of local consumer behaviours and preferences; offer holistic programmes and consider investing in equipment and space for outdoor activities.

Key trends
Across all six countries, outdoor activities – such as cycling, running or swimming – were overwhelmingly the most popular at 42.8 per cent. The most common reason given for exercising outdoors was that it improved mental clarity and increased energy and engagement (52.5 per cent).

When averaged out across all markets, strength training came second at 32.1 per cent, although it was less popular in Columbia and Peru.

People are exercising for both their physical and mental wellbeing. General physical wellbeing was the most common at 52.3 per cent; followed by stress reduction at 37.5 per cent; disease prevention at 34.9 per cent; increased energy at 27.9 per cent and healthy ageing at 26.3 per cent.

Gym usage
Barriers to using a fitness facility include cost – 15.3 per cent said they preferred not to pay for a membership – and access to convenient facilities, with 11 per cent of the sample saying they don’t have any fitness facilities nearby.

Encouragingly, 69 per cent of active consumers belong to a health and fitness facility, with members skewing younger and more affluent. Seventy two per cent use fitness facilities or trainers a few times monthly, while 54 per cent do so multiple times weekly. Only 21.7 per cent said they rarely or never exercise.

Expanding the market
Among the cohort who don’t use fitness facilities, many showed an interest in joining at some point. Of those who’ve never been members, 53 per cent say they’re likely to join a club in the next 12 months. Two-thirds of current non-members have previously been a member of a gym, and the most common reasons for leaving were cost, time and relocation.
To broaden the market, the report recommends providing flexible pricing and time-efficient offerings to tempt back lapsed members and conduct targeted outreach and introductory offers to attract the 53 per cent of never members who are thinking about joining.

Holistic programmes that incorporate mental health and stress management are needed, as well as high quality equipment and convenient locations.