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Europe's Fitness Market Keeps Growing. It's Likely Just Scratching the Surface

The European fitness market just broke membership and revenue records, and a new report suggests there’s still plenty of untapped potential The European fitness market continues to grow, with membership and revenue numbers reaching an all-time high. But Europe might just be scratching the surface of its fitness potential, a new report suggests.  European fitness […]

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Europe's Fitness Market Keeps Growing. It's Likely Just Scratching the Surface

The European fitness market just broke membership and revenue records, and a new report suggests there’s still plenty of untapped potential

The European fitness market continues to grow, with membership and revenue numbers reaching an all-time high. But Europe might just be scratching the surface of its fitness potential, a new report suggests. 

European fitness memberships grew to 71.6 million in 2024, up from 67.7 million in 2023, which itself was a record. Total revenue for the European fitness market also increased, reaching €36 billion ($39.8 million) in 2024, up around 10% from 2023. 

Those results are according to the European Health & Fitness Market Report 2025, released Wednesday by Deloitte and EuropeActive, the non-profit trade organization representing Europe’s fitness and physical activity sector. 

Last year, the groups projected that Europe would have 100 fitness memberships by 2030. They’re sticking to that goal in 2025. 

“Based on the growth shown in our research and the outlook for 2025 and beyond as expressed by the operators we interviewed, we are confident to reach EuropeActive’s ambition of getting to 100 million members of health & fitness centres by 2030,” said Herman Rutgers, the report’s co-author and the ambassador to EuropeActive. 

The report’s findings were based on data from a variety of sources including online consumer surveys, unaudited data from fitness operators, interviews with market experts and desktop research, according to Deloitte and EuropeActive.  

Large European markets including Germany (11.7 million members), the United Kingdom (11.5 million) and Spain (6.2 million) dominated in 2024, per the report. 

Overall, there were 64,550 health and fitness clubs in Europe in 2024, a 2% increase from 2023, which comes as several large European gym chains expanded across the continent last year.

The top three European operators in terms of memberships and revenue were identical to last year. In 2024, Basic-Fit had by far the most members of any brand with 4.25 million, followed by PureGym (1.99 million) and RSG Group, which owns Gold’s Gym, McFit and others (1.81 million). 

In terms of revenue, Basic-Fit led all operators with €1.2 billion, followed by David Lloyd Leisure (€1.0 billion) and PureGym (€695 million). 

Is Europe a Sleeping Fitness Giant?

While Europe might be rivaling the United States in terms of raw membership numbers – a new report from the Health & Fitness Association (HFA) found that there were 77 million Americans with a fitness membership in 2024 – there’s reason to believe the European market still has plenty of untapped potential.  

According to the Deloitte/EuropeActive report, Europe’s fitness penetration rate was 8.9% in 2024. While that’s better than 2019’s pre-pandemic rate of 8.1%, it pales in comparison to the gym-crazy U.S. According to HFA, around 25% of Americans had a gym, health club or studio membership in 2024. 

“When considering a penetration rate of above 20% in the USA, further growth potential in the European market can be anticipated,” the report’s authors said. 

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McFit gym with new strength training equipment
McFit, one of Europe’s top gym chains, unveiled a new design aesthetic in 2024 (credit: McFIT/RSG Group)

There’s at least some evidence to suggest Europe’s fitness industry can realize its growth potential. According to consumer survey data cited in the report, Europeans are becoming more willing to join gyms and studios as the pandemic fades from memory. The proportion of active Europeans who regularly visit fitness clubs has steadily increased since 2022, the first year EuropeActive and Deloitte began tracking. In 2025, this number eclipsed 50% for the first time.

At the same time, the proportion of active Europeans who regularly include home fitness as part of their workout routine has declined each year since 2022, suggesting that people in Europe are beginning to see gyms as the place to go when they want to get a sweat on. 

It’s perhaps no surprise then that an increasing number of major American fitness brands have begun to target Europe. Planet Fitness has made a big push to expand in Spain, while Xponential Fitness, which owns boutique brands including Club Pilates and StretchLab, continues to open new studios in areas including Germany and Scandinavia. 

Anytime Fitness, which already has a large presence in Europe, has its eyes on further international expansion under new parent company Purpose Brands.  

The arrival of American brands – along with the continued expansion efforts of top European operators like Basic-Fit and PureGym – should bode well for the growth of Europe’s fitness market in the years to come. 

“Overall, the European health and fitness market is set for future growth, driven by an increasing health awareness and activity levels among European citizens as well as further expansion plans of European fitness club owners,” the report concludes.

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Sholar Competes at NCAA Outdoor Championships

Story Links GENEVA, Ohio — Wabash College junior Quinn Sholar competed in the men’s discus on the opening day of the 2025 NCAA Division III Outdoor Track and Field Championships on Thursday at the SPIRE Academy Stadium.   Sholar produced a throw of 40.50 meters (132 feet, 10 inches) on […]

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GENEVA, Ohio — Wabash College junior Quinn Sholar competed in the men’s discus on the opening day of the 2025 NCAA Division III Outdoor Track and Field Championships on Thursday at the SPIRE Academy Stadium.
 
Sholar produced a throw of 40.50 meters (132 feet, 10 inches) on his third and final attempt in the first of two heats at the national championship meet to finish 20th out of 22 competitors in the event.
 
Teammate Will Neubauer competes in the preliminary heats of the 800-meter run on Friday at 4 p.m. The senior will run from lane three in the second of three heats. The top two finishers from each heat advance to Saturday’s finals, as well as the next three best times.
 
 
 
 



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Valley volleyball club wins gold in Las Vegas

In the summer of 2020 when COVID had everyone shut down and living in seclusion, Tiffany Hawkins decided to build herself a home volleyball court so she could give local youth volleyball lessons. She started with one player, then seven. By the summer of 2021 she moved her lessons and growing volleyball club to an […]

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In the summer of 2020 when COVID had everyone shut down and living in seclusion, Tiffany Hawkins decided to build herself a home volleyball court so she could give local youth volleyball lessons.

She started with one player, then seven. By the summer of 2021 she moved her lessons and growing volleyball club to an indoor gym and finished that summer with 20 volleyball players – middle schoolers and high schoolers – focused on learning and becoming their own volleyball club.

Fast forward to this May when Hawkins’s Cool Sunshine Volleyball Club took top honors at the  11th annual “In It To Win It” tournament in Las Vegas, Nev. Cool Sunshine Volleyball Club brought two teams and both walked away undefeated as gold division champions.

Credit: Cool Sunshine Volleyball Club

“I am beyond proud of the work our girls put in,” said Hawkins, who is the creator and director of the club.

Hawkins is Alamosa born and raised. She was part of the 1996 Alamosa High state championship volleyball team and fulfilled her own dream of playing collegiate volleyball at Adams State. She finished her last collegiate match by breaking Adams State’s record for most kills in a match.

“I spent the first season as a red-shirt to get my eligibility up and then played two seasons for Adams, starting every game,” she said of her collegiate career. “Volleyball has always been a bright spot in my life and I do my best to share that love for the game with my athletes.”

The Cool Sunshine Volleyball Club includes athletes from eight different school districts in the San Luis Valley – Alamosa, Monte Vista, Del Norte, Sargent, Sangre de Cristo, Sanford, Centauri, and Center High. 

The traveling volleyball club is organized as a public 501(c)3 nonprofit and this year used Sangre de Cristo High as its home gym. “I wanted the club to be about the athletes and volleyball, not about making money,” Hawkins said of Cool Sunshine’s nonprofit status.

She and the club’s coaches worked with 38 volleyball players this season. In addition to their gold status in Las Vegas, Cool Sunshine Volleyball teams won the Gold Division Championship at the Rumble at the Ranch tournament in Casper, Wyo., and the USA Volleyball Rocky Mountain Regions in Denver.



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Sagehens Women’s Water Polo Four-Peats as Division III National Champions | Pomona College in Claremont, California

Four years ago, USA Water Polo introduced a separate national championship for Division III programs that had always had to compete against Division I foes in the NCAA Championship Tournament. Before the sport’s governing body changed its postseason format, “A top team would end our season pretty quickly,” Sagehens Women’s Water Polo Coach Alex Rodriguez […]

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Four years ago, USA Water Polo introduced a separate national championship for Division III programs that had always had to compete against Division I foes in the NCAA Championship Tournament.

Before the sport’s governing body changed its postseason format, “A top team would end our season pretty quickly,” Sagehens Women’s Water Polo Coach Alex Rodriguez recalls.

Earlier this month, Pomona-Pitzer captured a fourth straight USA Water Polo Division III championship, defeating chief rival Claremont-Mudd-Scripps (CMS), 9-8, to cap yet another unblemished postseason run.

The four-peat sent Pomona College seniors Zosia Amberger ’25 and Kaylee Stigar ’25 into the sunset having never lost a playoff game in blue and orange. Amberger started in goal all four championship years and was named Tournament MVP in her farewell season.

“Zosia’s probably the best goalie I’ve ever had here,” Rodriguez says. “She’s been a huge part of what we’ve been able to do. And Kaylee Stigar played phenomenal in the finals. She really stepped up. She had this anger and vengeance that really helped us.”

As seniors, Amberger and Stigar were among the class of Sagehens that started at Pomona when students returned to campus following the initial pandemic shutdown. In that first year as Sagehens, Rodriguez says the current seniors learned much from the Class of 2022, including how to lead and handle adversity.

As much winning as the program’s done these past four years, the pressure to retain the top spot in Division III mounts, Rodriguez says.

“I have a simple philosophy that to get better, you have to play better teams,” the coach adds. “Because our sport is small, we play a lot of Division I teams early in the season, and that’s how we develop small goals. To be clutch, to be someone who plays well in big moments, you have to understand you’re going to fail sometimes.”

“It’s not a big deal,” Rodriguez adds. “You just keep going forward.”

Despite losing Pomona grads Amberger, Stigar and a handful of seniors from Pitzer College, the Sagehens do not expect to relinquish their stranglehold on Division III women’s water polo anytime soon.

Rodriguez and Associate Head Coach Alex La—one of the best coaches in Division III, Rodriguez says—expect Mia Amberger ’26, Brienz Lang ’26 and Gabby Lewis ’26 to assume leadership roles next season, and key underclassmen from this year’s team will continue to develop at the collegiate level.

“The goal of every season is to try to have little championship moments every week,” Rodriguez says. “We try to prepare to win certain types of games, get more feathers in our cap, then win a Division III championship by the end.”



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Barnes, Williams and Shuflit Named to All-West Region Team

Story Links Three members of the Colorado College men’s track and field team were selected to the 2025 Division III All-West Region teams by the United States Track & Field and Cross Country Coaches Association (USTFCCCA). Juniors Rabbit Barnes (800 and 1500) and Josh Williams (200 and 400), and sophomore Will […]

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Three members of the Colorado College men’s track and field team were selected to the 2025 Division III All-West Region teams by the United States Track & Field and Cross Country Coaches Association (USTFCCCA).

Juniors Rabbit Barnes (800 and 1500) and Josh Williams (200 and 400), and sophomore Will Shuflit (5K and 10K) were each named all-region in two events.

 

All three will compete this weekend at the NCAA Division III Outdoor Track and Field Championships in Geneva, Ohio. Barnes, who holds the region’s best time in the 800 and second-fastest in the 1500, will only run in the 1500 at the national meet.

 

Williams, meanwhile, will participate in the 400 at the DIII Championships after recording the fifth-fastest times in region in the 200 and 400 this season.

 

Shuflit, who has the top region time in the 10K and third-best in the 5K, will run the 10K at the NCAA Championships.

 



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Volleyball set to play Louisville in inaugural Shriners Children’s ‘Showdown at the Net’ on ESPN

Story Links AUSTIN, Texas – Texas Volleyball is scheduled to compete in the inaugural Shriners Children’s ‘Showdown at the Net’ on Wednesday, Sept. 10 against Louisville as part of the ACC/SEC Clash at Dickies Arena in Fort Worth, Texas. As part of the challenge series, the Shriners Children’s ‘Showdown at the […]

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AUSTIN, Texas – Texas Volleyball is scheduled to compete in the inaugural Shriners Children’s ‘Showdown at the Net’ on Wednesday, Sept. 10 against Louisville as part of the ACC/SEC Clash at Dickies Arena in Fort Worth, Texas. As part of the challenge series, the Shriners Children’s ‘Showdown at the Net’ will include Texas, Louisville, Pitt and Kentucky. The Longhorns and Cardinals match will be streamed live on ESPN at 8 p.m. CT.

“This is an exciting time for our sport and this matchup will be one the fans don’t want to miss,” Texas head coach Jerritt Elliott said. “This is the fastest growing sport, and with these high-level matchups we continue to see across the NCAA, it will only get bigger.”

September’s match will be just the sixth meeting between the two historic programs with Texas holding the 4-1 advantage. The last time the two teams met was in the 2022 NCAA Championship match where Texas went on to win its first of two back-to-back titles. The Longhorns swept the Cardinal, 3-0 and earned its fourth national title and first since 2012.

Louisville went back to the NCAA Championship last season and finished as the runner-up to Penn State.

Along with the four-team “Showdown”, the remainder of the squads across the two leagues will face off in an SEC/ACC Challenge with matchups featured on ESPN2, SEC Network, ACC Network, SEC Network+ and ACCNX.

Tickets for the Fort Worth event are set to go on-sale early this summer, but fans are encouraged to sign up for pre-sale alerts via www.showdownatthenet.com.

Shriners Children’s Hospital serves as the title sponsor of the event taking place at Dickies Arena, adding to their portfolio of ESPN Events.



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Eight Tigers Named to All-West Region Team

Story Links Eight members of the Colorado College women’s track and field team were selected to the 2025 Division III All-West Region teams by the United States Track & Field and Cross Country Coaches Association (USTFCCCA). Senior Isabel Olson (1500 and 5K) and junior Alison Mueller-Hickler (5K and 10K) were each […]

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Eight members of the Colorado College women’s track and field team were selected to the 2025 Division III All-West Region teams by the United States Track & Field and Cross Country Coaches Association (USTFCCCA).

Senior Isabel Olson (1500 and 5K) and junior Alison Mueller-Hickler (5K and 10K) were each named all-region in two events, while seniors Sydney Rankin (5K) and Britt Helgaas (10K), juniors Ella Fullerton (800) and Clara Lippert (400) and sophomores Charlie Flint (10K) and Allison Barker (800) also earned a spot this season.

 

To be named all-region, an athlete must either be ranked in the top five of an individual event in the region according to final TFRRS (Track and Field Results Reporting System) data or be part of a top-three relay team.

 

Olson is ranked No. 2 in both the 1500 and 5K and will compete in both events this weekend at the NCAA Division III Outdoor Track and Field Championships in Geneva, Ohio. Mueller-Hickler is second in the 10K and fifth in the 5K and she will run the 10K at the NCAA national meet.

 

Rankin is in the No. 3 spot in the region for the 5K, while Fullerton is third and Barker fifth in the 800, Flint and Helgaas fourth and fifth, respectively, in the 800 and Lippert fifth in the 400.

 

The eight all-region selections are the most in program history for one season.

 



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