No money for the gym
Vera recently lost her income and can no longer pay the rent, even after discontinuing other expenses, which included her gym membership.
Determined to maintain her body’s physical capabilities, she now uses this parking place as her gym, carrying some basic equipment in her car.
For Vera, staying healthy is the driving force, especially now that she lost her home. Gym membership is almost unheard of in the unhoused community. There are no statistics available about exercise routines for this group, but those who exercise regularly must form a very small percentage. In that regard, Vera is determined to stand out.
Gym membership galore
The United States holds one of the highest gym membership penetration rates in the world, often ranking in the top three alongside Australia and Canada.
As of 2025, approximately 81 million Americans held a fitness facility membership, representing 26.1% of the US population aged six and older.
This figure reflects a record high, with total customer engagement reaching over 100 million people(when including non-members visiting via day passes or guest privileges.
Regarding frequency, members logged a record nearly 7 billion visits in 2025. The average member attended approximately 78.5 days per year, which equates to roughly 1.5 visits per week. While attendance rates have stabilized compared to the pre-pandemic average of 2.1 visits per week, the share of members who never used their membership dropped to an all-time low of 4.6%, indicating a highly engaged membership base.
The US market is distinct not only for its high percentage of members but also for its volume, accounting for a massive share of the global fitness industry’s revenue.
The behavioral migration toward gyms as social third places (one and two being home and work/school) is currently more pronounced in the US than in most other markets, replacing the traditional third place of the pub or café in some cultures.
Too old for the gym?
Overall, the average age of a gym-goer is approximately 39 years old.
Youth (6–17) account for approximately 16% of total memberships, a segment that has seen significant growth (nearly 70%) over the last 15 years.
Gen Z (18–24) currently holds the highest membership penetration rate of any age group at 35.5%, driving much of the industry’s recent growth. This demographic is increasingly treating gyms as “third places” for social connection.
Adults aged 18–34 (combining Gen Z and Millennials) represent the largest share of total memberships, accounting for approximately 31% of all US gym members.
Adults aged 35–54 make up a nearly equal portion, also representing about 31% of memberships. Within this bracket, the 35–44 age group shows particularly high consistency, with 50% visiting several times a month.
And finally, seniors (55+) are the fastest-growing demographic, with membership among those aged 65 and older increasing by 8.6% year-over-year in 2025. While they represent a smaller total share (roughly 22% of memberships), their engagement is high; only 1% of members aged 55+ never visit their gym, the lowest non-usage rate of any cohort.
It cost money
The average gym membership in the US costs between $50 and $69 per month in 2026, with an annual cost of approximately $600 to $780. Prices vary significantly based on gym tier and location:
Budget Gyms: Range from $10 to $30 per month (e.g., Planet Fitness, Crunch Fitness), often including basic equipment and limited amenities.
Mid-Range Gyms: Typically cost $30 to $70 per month (e.g., Anytime Fitness, Gold’s Gym, LA Fitness), offering broader equipment, classes, and pools.
Premium/Luxury Gyms: Charge $100 to $350+ per month (e.g., Equinox, Life Time), providing luxury amenities like spas, pools, and extensive wellness centers.
Additional costs often include one-time initiation fees ($0–$100) and annual maintenance fees ($40–$70). In major cities like New York, average costs can be higher, reaching around $134.50 per month. Many members under-utilize their memberships, with studies suggesting about two-thirds of dues may go unused.
Comparison with other countries
Australia: Frequently cites penetration rates comparable to or slightly exceeding the US, often estimated between 25–28%.
Canada: Also ranks among the top globally, with penetration rates similar to the US and Australia.
Western European gym memberships are generally more expensive than in North America.
Nordic countries lead with penetration at 22% of the population, driven by high disposable income and strong wellness cultures.
United Kingdom’s membership penetration is lower, typically estimated around 15–17%.
Germany: 14% penetration, supported by a mix of commercial gyms and traditional sports associations.
Spain: 11.7% penetration, with approximately 5.51 million gym-goers.
France: 9.2% penetration, which is lower than the Nordic and North American averages but consistent with broader European trends where overall fitness penetration hovers around 8.9%.
Global Average: The World Health Organization suggests that adults should spend at least 150 minutes of moderate-intensity physical activity per week.
Globally, the same WHO notes that roughly 31% of adults globally do not meet these recommended activity levels, suggesting much lower facility usage in many regions compared to North America and Oceania.
No house equals no gym
Gym membership is relatively expensive and performing the exercises out on the street is not on the card for just about all of the unhoused people.
It doesn’t seem too outrageous to conclude that while Vera meets the recommended activity levels, many of the people in a similar situation as she is, do not. Somehow it seems fair that being in tip top shape should give her a leg up in achieving an upgrade in her housing situation.