Survey shows 61% of Latin American urban residents exercise regularly, many of whom own gyms or other fitness facilities
The Latin American fitness market is strong and is likely to expand further in the coming years.
A new survey finds that most Latinos in urban areas exercise multiple times a week, revealing an important emerging market for fitness brands.
Latino consumers in urban markets are highly engaged in fitness, and many prioritize fitness gyms and studio.
The survey found that 61% of Latinos in certain urban markets exercise at least twice a week, while 78% exercise at least a few times a month. Surveys show that gyms and other fitness facilities are the preferred place to exercise for 55% of active Latinos.
“Urban centers in Latin America have highly active fitness communities that prioritize structured environments for their health and wellness,” said Bill Davis, CEO of ABC Fitness. “This survey highlights The important role fitness facilities play in the daily lives of millions of Latinos.”
The survey’s results are based on online questionnaires sent to 3,699 Latinos aged 18 and older in metropolitan areas of Brazil, Mexico, Argentina, Colombia, Peru and Chile. Responses were collected in September.
Outdoor fitness, strength training leads the trend
Active Latinos cite general health (44%), supporting mental and emotional health (42%) and increasing self-confidence (36%) as the main reasons for exercising. Notably, building muscle (15%) and strength (13%) were among the least popular reasons for exercising.
In terms of exercise methods, outdoor fitness activities (including biking, running and swimming) are most popular among active Latinos, with 43% of respondents saying they participate in these activities. Strength training is the second most popular modality (32%), followed by “non-rotational, aerobic cardio” activities such as treadmills and elliptical machines (27%).
this opinion poll Also included are some promising findings for gym and studio operators in Latin America, as well as brands looking to expand into the region.
Among physically active Latinos surveyed, 69% said they have a fitness facility membership. Among survey respondents who belong to a fitness facility, 67% spend $10 to $50 per month on their membership. Brazil is a particularly strong market for gym and studio enthusiasts, with nearly 80% of active Brazilians holding memberships.
Looking ahead, more than half (53%) of Latinos who currently don’t have a fitness facility membership say they plan to purchase one within the next year, the survey shows.
“The fitness industry in Latin America is booming and the industry is poised for continued growth as the number of potential new members increases,” said HFA President and CEO Liz Clark. Connect with dynamic markets.”
US fitness brand targets Latin America
The findings may not be too surprising for top U.S. fitness brands, many of which are already targeting the Latin American market.
Boutique brands like Orangetheory Fitness and F45 Training already have sizable operations in Mexico, and other large brands are looking to open stores south of the border.
Xponential Fitness’ Club Pilates, the world’s largest Pilates brand with more than 1,000 locations, has announced plans to open at least 65 studios in Mexico over the next decade. Another Xponential brand, Pure Barre, plans to open its first Mexican studio in the first quarter of 2025.
U.S. investors also see promise in Mexico’s fitness market. In November, Washington, D.C.-based private equity firm ACON Investments injected growth capital into Mexico-based high-intensity group fitness brand Commando to fuel physical expansion.
In Brazil, iFIT’s commercial equipment brand Freemotion Fitness has reached an agreement with a local distribution company to bring more cardio and strength training equipment to gyms and studios across the country.
To download the complete 2024 Latin American Fitness Consumer Survey, click here.
