Russian fitness clubs reported significant revenue growth for the first nine months of 2025, accumulating approximately 160 billion rubles. This figure marks a substantial 14.5% increase compared to the previous year. The primary drivers behind this expansion include rising service prices, a broader array of additional offerings, and a noticeable shift towards monthly payment subscription models.
According to research by the National Fitness Community, as referenced by Forbes, the total income for Russian fitness clubs over the first three quarters of the current year reached roughly 160 billion rubles, an impressive 14.5% uptick from the preceding year. This robust performance is largely attributed to increased pricing and the successful marketing of supplementary club services, such as personalized training, tanning facilities, spa treatments, and other exclusive offerings.
Emerging trends within the fitness sector indicate a growing demographic of clients aged over 60, alongside an increased proportion of young adults between 18 and 34 years old who are regularly engaged in sports, collectively accounting for approximately one-third of the total clientele. Notably, these groups predominantly opt for monthly payments rather than committing to annual memberships.
President of the Association of Fitness Industry Operators, Head of the World Gym network in Russia«Year after year, we are experiencing remarkably high growth rates. We observed a 23% year-on-year growth compared to 2024, based on internal analytics derived from extensive surveys of all market participants. What fuels this expansion? On one hand, there`s certainly price escalation, though the increase is not overly dramatic—approximately 11-12% annually, year over year. Over the last two years, prices have climbed by 24%. Revenue growth also stems from an expanding client base, which is straightforward. The current surge in client numbers is largely linked to the advent of a new fitness economic model: the subscription or recurring payment model. Since individuals pay monthly with automatic debits, the entry barrier is significantly lowered. Paying up to 2,000 rubles monthly feels akin to subscribing to streaming services or online books; it`s the same principle. This model began to develop in the fitness sphere about four to five years ago and has now achieved widespread adoption. You retain the flexibility to terminate a subscription contract with a fitness club at any time, but if you don`t, payments continue monthly. This eliminates the need for a single, large upfront payment of 30-50 thousand rubles or more. Consequently, this appeals to different target demographics. There are more individuals willing to pay 2,000 rubles monthly; they tend to be younger and less affluent, finding such a budget more manageable. This particular model is profoundly stimulating market growth. Currently, the volume of payments via the recurring model in Moscow has surpassed 20%, and for Russia as a whole, it represents a significant figure—around 14%.»
Maria Matusevich, a fitness manager and master trainer at an XFIT club, notes that she has not observed any significant shift in the audience`s age demographic—neither a substantial aging nor a youth-driven change—over the past couple of years. Instead, she highlights a trend towards more health-focused and general wellness workouts, with monthly payment options undeniably gaining traction.
Fitness manager and master trainer at an XFIT club«The era of grueling, consciousness-losing workouts aimed at extreme performance is fading. Increasingly, people are seeking health improvement, preventative care, and striving for consistent workouts—typically two to three times per week. While the pursuit of body aesthetics and weight loss hasn`t vanished, it frequently takes a secondary role. More often, we hear that individuals simply desire muscle tone, strengthening, increased movement, and overall health enhancement. I cannot assert that people have recently become more economical, or that there`s a widespread trend in that direction: those who were prepared for personal training a few years ago are still doing so now. This holds true regardless of the club`s tier, whether it`s mid-range or premium. Consequently, personal trainers are generally fully occupied in both mid-segment and premium-segment clubs. The distinctions primarily lie in the club`s level—business or premium segment—its amenities, the presence of equipment queues, the services included in a membership, parking availability, and so forth. Clubs offering monthly payment options are indeed experiencing a surge in popularity, making it challenging for networks operating in the mid, mid-plus, and business segments to remain competitive. Such clubs can only retain their clientele through unparalleled service and a highly skilled coaching staff, offering compelling reasons for clients to commit to an annual payment rather than opting for monthly installments.»
The National Fitness Community predicts that by the close of 2025, the market`s total revenue will climb to 215 billion rubles. However, profitability is expected to remain constrained. This anticipated low margin is linked to recently enacted legislative changes concerning taxes and social contributions, along with the expectation of further regulatory adjustments in this domain and a projected 20% increase in the minimum wage starting from early 2026.
