Gyms See Rapid Rebound in Demand as the Businesses Reopen

“Visits trends are proving that the idea that gyms somehow lost their appeal during the pandemic is fundamentally false,” Ethan Chernofsky, VP of marketing at Placer.ai, tells GlobeSt.com. As COVID restrictions are lifted across the country, data from the firm shows that gyms are seeing a rapid increase in foot traffic.

In March, gym visits increased 45% over the same time in 2020, when restrictions began to settle into place. Compared to 2019, which Placer.ai says is a better comparison, visits were down only 21%, the lowest decrease in foot traffic since the start of the pandemic. The numbers are increasing rapidly. From February to March, foot traffic grew 26.8%. “The sector has a clear value to provide, and even the rise of at-home exercise is likely more complementary than a true, direct competitor. The key factor driving the return of visits is reopenings—when gyms are open, people come back. A secondary element to watch is the continued return of work and school routines,” says Chernofsky. “Many gyms are frequented because of their proximity to workplaces, so as these ‘normal’ routines return, the impact could drive an added boost to the sector’s recovery.”

While all gyms are improving, Planet Fitness is a clear leader. The discount gym chain accounts for 37% of total gym visits, more than the 33% of gym visits the brand had the same time last year. “Planet Fitness was showing tremendous strength pre-pandemic, so the strong recovery largely reflects a continuation of the brand’s power and reach,” says Chernofsky.

In some ways, the pandemic actually gave the brand a boost because the brand inherently aligns with many post-pandemic consumer needs. “They are incredibly well aligned with key trends like a wider sense of economic uncertainty that upgrades their value orientation. Additionally, they have a huge reach and with key competitors being forced to close locations—another pre-pandemic trend—they are among the best positioned to fill the void,” says Chernofsky. “Combine all this with the complementary nature of their offering, and the brand’s push to integrate digital concepts, and the future may look even brighter for Planet Fitness.”

The data shows a clear recovery, along with some changes. Most notably, workout times have decreased. “While visits are recovering at strong rates, they still haven’t reached pre-pandemic levels meaning gyms are still a bit emptier, meaning shorter wait times,” explains Chernofsky. “Second, while visit times are returning to ‘normal’, they are still slightly more spread out, leading to fewer people in the gym at any given time. As these trends bounce back, expect visit durations to return as well.”

The trend in increasing foot traffic is aligning with reopening plans. States that have been later to reopen have also seen a slower recovery in the gym sector. “States that are further along in the retail recovery are seeing stronger rates with gym recoveries as well,” says Chernofsky. “This only adds to the optimism as states like California—with a very large number of fitness locations—are still among the slower to recover, indicating another surge of visits could be in store for the summer.”