New data from CACI highlights a notable rise in spending on gyms and fitness-focused brands, comparing December 2024 to the same period in 2023. The premium end of the fitness market saw the most significant growth, mirroring the continued popularity of athleisure across both online and physical retail spaces. This indicates a broader consumer shift towards prioritising health and wellness beyond the traditional January fitness surge.
Premium Gym Memberships Lead the Way
Several high-end gym brands experienced strong year-on-year growth. David Lloyd recorded a 13.9% increase in December spending, while Third Space saw a 41.4% uplift, aided by the opening of new locations in Battersea, Wood Wharf, and Clapham Junction. Both brands had similarly strong performances in December 2023, with growth of 17.4% and 42.2% compared to December 2022, respectively. Nuffield Health also experienced a significant increase at 17.2%, reinforcing the trend of consumers committing to premium gym memberships.
Lower-cost gym options saw growth as well, though at a more moderate rate. PureGym reported a 6.6% rise, while The Gym Group saw a 12.8% increase. However, the more substantial gains at the premium end suggest that consumers are willing to invest in a more exclusive and experience-driven fitness environment.
Athleisure Continues to Dominate
CACI’s data also confirms that athleisure remains a dominant force in the retail sector. Brands catering to both fashion and fitness saw strong year-on-year growth in December, with Sweaty Betty up 21%, lululemon increasing by 34.5%, and Gymshark surging by 78.2%. The trend extended to footwear, with ASICS seeing a 38.6% rise, driven in part by a marketing campaign promoting its Padel shoe range.
The shift is also reflected in the growing number of online-first athleisure brands moving into physical retail. Alo Yoga has recently opened flagship stores on Regent Street and in Covent Garden, while TALA has announced its first-ever retail space on Carnaby Street, set to open in May 2025. These moves underline the increasing importance of physical showrooms in driving brand awareness and complementing online sales.
Consumer Behaviour Shifting Towards Wellness Investment
Lily Payne, Senior Consultant at CACI, noted: “Some might see this as spending in December for use in the New Year, the old resolution habit, but the patterns and scale of growth for gyms and fitness brands suggests behavioural change. There’s a more consistent trend, positioning wellness experiences as more of an essential outgoing than an added expense, even in December when the spending pressures are usually on gifting and socialising. The rise in spending on gyms, particularly on the more premium end of the scale and with ‘club’ style offers over one-off visits, matched with the domination of athleisure, makes it very clear that consumers are fully invested in this space because of the positive wellness outcomes.”
She added: “That means the higher cost associated with brands like Third Space and lululemon becomes less of an obstacle; people want to experience luxury when it comes to fitness and wellness, and want the garments to match. The popularity of athleisure will continue as more and more ‘tribe’ brands like Alo and TALA come to the fore with their collections, as well as gyms which can offer a holistic experience, ticking all the right boxes for an increasingly wellness-focused consumer.”
This latest report follows CACI’s July 2024 analysis, which identified a shift in consumer spending towards athleisure-focused brands and fitness over premium fashion retailers focused on formal and casualwear. The continued rise of premium gyms and athleisure brands suggests this trend is firmly embedded in consumer behaviour.
