The membership-based business industry isn’t slowing down (and neither are the opportunities!).
The 2026 Fitness Industry Report by Mariana Tek shows just how strong the industry is becoming, with class attendance rising, revenues set to grow, and more studios planning to expand in the next two years.
It’s a big report with a lot of useful information, but we know you don’t always have the time to dig through pages and pages of content. So, we did the work for you. In this article, we pulled out the key takeaways, the trends that actually matter, and the insights you can put to use right away.
Here’s 2026 membership-based industry trends you should know…
1. The Industry Is Strong (and Getting Stronger)
Attendance levels are nearly back to pre-2020 highs, and average class prices have climbed 6% in the past year.
Studios are busy again, and consumers are investing in experiences that make them feel good and build a stronger connection with others.
Right now, businesses are focused on delivering a consistent, high-quality experience and reconnecting with their members.
What this means for you:
Growth doesn’t always require radical change. Sometimes it’s about nailing the basics like community, communication, and consistency.
2. The 5th Visit Is the Money Visit
The report found that the fifth class is a turning point for long-term member retention. After five visits, members are far more likely to commit to a membership and stay active long-term, with retention rates jumping from 46% after the first visit to 90% after the fifth.
Think about what that means: the gap between a casual visitor and a loyal member might only be five positive experiences away. That’s wild.
Here’s what successful studios are doing to achieve this:
- Personal check-ins after class two or three. A simple “We loved having you in class. How are you liking it so far?” goes a long way.
- Milestone recognition. A “Congrats on your 5th class!” email or shoutout builds connection and reinforces good habits.
- Small gestures. A branded towel, a hand-written note, or a playlist link from an instructor are all small, high-impact ways to make people feel like they belong.
Pro tip: Automate the administrative parts of this process, such as reminders, messages, and billing, so your staff can focus on the human elements more effectively.
Related read: Member Retention Strategies That Actually Work
3. Loyal Members Are Still the Best Marketers
You heard that right. While this is something we have known all along, it’s great to have the data to backup the inkling we’ve always had. The data shows that word-of-mouth remains the #1 driver of new members, with 86% of studios ranking it above any paid marketing channel.
When people love their studio, they talk about it, and they bring their friends. On average, loyal members attend more than 60 classes a year and often introduce others to their fitness community.
Here’s how you can build a culture that encourages referrals:
- Offer a “Bring a Friend Free” class once a month.
- Create a small reward for referrals, such as a free class, branded swag, or credit toward their next month.
- Celebrate member milestones publicly. A wall of fame or social media spotlight not only recognizes your regulars but also inspires new members.
Example: A boxing studio may host quarterly “Member Appreciation Nights.” Members bring guests for a fun, themed class followed by snacks and conversation. These nights can be used to consistently bring in trial sign-ups every month.
Related read: 10 Member Appreciation Ideas for 2026
4. Memberships Are Beating Packed Classes
Higher-priced businesses are generating roughly 7% more from memberships than lower-priced studios. This shows that knowing your worth and demonstrating that value is more effective than competing on cost alone.
That said, the real secret isn’t forcing people into pricey memberships, it’s giving them flexible options that better fit their lifestyle.
Here’s what that looks like in practice:
- A hybrid pricing structure: One unlimited membership, one limited membership (e.g., 8 classes/month), and one drop-in option.
- Occasional “pause” options for members who travel or need a short break. That way, they don’t have to cancel outright.
- Incentives for upgrades: If a member uses all their sessions, give them a discount for moving up a tier.
Have you ever heard the phrase “If you love something, set it free?” Well, that rings very true in the membership-based business industry. Freedom helps people feel more in control, and that builds better trust in the long-term in getting them to stay (or come back).
Related read: The 2026 Guide to Membership Pricing Strategy
5. Gen Z Is Reshaping Fitness Culture
Over the past two years, Gen Z’s share of total class attendance has grown 11%.
They’re young, digitally fatigued, and craving a more human connection.
This generation wants experiences that feel authentic, and are ready to make your business their “third space”. They’re also more likely to discover your studio on social media before they ever walk in the door.
How to connect with them:
- Keep your online presence fresh. Share class clips, instructor stories, or behind-the-scenes moments, not just polished marketing posts.
- Offer community-building experiences: “Bring-a-Friend” nights, or themed charity classes.
- Use your booking software to make the experience frictionless. A few taps from Instagram to class booking is all it should take.
Related read: How to Create a Membership Program That Retains for Life
6. Expansion and the Rise of “Third Spaces”
Nearly eight in ten owners surveyed plan to open a new location within two years.
Pilates, strength training, and recovery-focused services like saunas and cold plunges are leading that growth. But that doesn’t mean others can’t follow suite. However, the biggest trend we are seeing is surrounding transformation.
Membership-based businesses are becoming “third spaces”. Research shows that people want to go to places not just to work out, but to belong.
How can you prepare your place to become a thriving “third space”?
Small tweaks can make a huge difference:
- A small lounge where members can stay for a smoothie or chat after class.
- Staff trained to greet people by name, remember birthdays, and celebrate milestones.
- Events that extend beyond fitness: community runs, wellness workshops, even volunteer days.
Related read: Subscription vs. Membership: What’s the Difference?
7. Understanding the Big Picture
The message behind all this data is clear:
- The fitness industry is becoming more than health, it’s defining what modern membership looks like.
- Community is your biggest differentiator from your competition.
- Consistency and simplicity are your best growth strategies for the foreseeable future.
The studios that thrive in 2026 will be the ones that stay true to their people and pair human connection with great service.
At Member Solutions, we’re here to help you do exactly that. We help membership-based businesses spend less time managing members and more time creating meaningful experiences for your members.
The Future is Brighter with Member Solutions
Whether you’re looking to streamline your billing, reduce member churn, or scale your operations for growth, Avery would love to help you get there.
Book a free consultation with Avery Leary, our platform expert, and let’s talk about how we can make 2026 your strongest year yet.
