GYMS IN 2025: COMPETING BEYOND DUMBBELLS

The fitness industry, always a competitive arena, is set to transform by 2025, resembling more of a tech industry than a traditional gym market. Gyms, in their quest to survive in this bustling landscape, are demonstrating remarkable adaptability. They are not just competing with high-end wellness clubs and budget-friendly chains, but also with AI-powered apps and hybrid memberships, showcasing their resilience and ability to evolve.

The New Wave of Rivals

In the past, gyms mostly fought over price and location. But in 2025, experience, community, and technology will decide who wins. Global companies like Equinox, Anytime Fitness, Planet Fitness, and Gold's Gym don't just sell workout machines anymore; they also sell lifestyle packages that include nutrition apps, mental health workshops, and even special events. Luxury fitness brands like Barry's Bootcamp, SoulCycle, and F45 Training are still doing well because they sell exclusivity and build cult-like communities. At the same time, low-cost giants like Planet Fitness and Basic-Fit in Europe are proliferating by offering cheap prices, huge locations, and easy memberships.

Fitness with Technology

Peloton, Tonal, and Mirror's success showed that digital-first fitness could reach millions of people around the world. Many people thought that home workouts would take over gyms, but in 2025, a mix of the two is what actually happened. Companies like Virgin Active and 24 Hour Fitness now offer both in-person classes and coaching apps. Tech integration is becoming a selling point: AI-powered personal trainers, innovative equipment that keeps track of performance, and wearables like the Apple Watch or Whoop band are all big parts of gym marketing. Nike Training Club and Adidas Runtastic have even expanded into gyms, offering partnerships that link digital ecosystems with real-life workouts.

Influencer and Community Marketing Fitness influencers like Kayla Itsines (Sweat app), Chris Hemsworth (Centr), and Indonesian figures like Ade Rai or Jerome Polin, working with fitness brands, are changing the way gyms advertise themselves. Younger people are more likely to use gyms when they have social media campaigns, TikTok workout challenges, and gamified competitions. For instance, Fitness First Asia is using ambassadors and corporate wellness packages to stay ahead of the competition. Gold's Gym Indonesia is collaborating with local content creators to engage Gen Z. The emphasis is no longer just on physical fitness; it's about building a community. This shift in focus from individual workouts to collective engagement is not just a trend; it's the new norm in the fitness industry.

The Change in Wellness

In 2025, gyms are about more than just lifting weights. They compete with yoga studios, pilates chains like Club Pilates, small wellness centers like CorePower Yoga, and even meditation apps like Headspace. Life Time Fitness calls itself a "luxury wellness resort" and has gyms, spas, coworking spaces, and restaurants. Hotels like Marriott and Hyatt are even competing with gyms by putting branded fitness studios in their buildings.

What This Means for the Future

This means that customers will have more options and be able to personalize their purchases more. For gyms, this means that their marketing must be just as strong as their workout equipment. Digital campaigns, partnerships with influencers, hybrid memberships, and strong branding are no longer just nice to have; they are necessary for survival. Our Business Administration program at Raffles Jakarta gives students the knowledge and skills they need to understand how consumer behavior is changing and how to create marketing plans that help businesses, from gyms to wellness brands and beyond, compete in a rapidly changing market.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Club Industry. (2024, September 5). Fitness industry trends: How gyms are adapting in 2025. https://www.clubindustry.com/

Forbes. (2024, June 21). Why luxury fitness brands like Equinox and Barry’s are thriving. Forbes. https://www.forbes.com/

Statista. (2024). Number of fitness centers worldwide from 2012 to 2024. https://www.statista.com/

McKinsey & Company. (2023, December). The future of wellness: Redefining the global gym market. McKinsey & Company. https://www.mckinsey.com/

Men’s Health. (2024, April 12). The rise of AI-powered gyms and the hybrid fitness model. Men’s Health. https://www.menshealth.com/

Jakarta Post. (2024, November 18). How Indonesian gyms are embracing influencers to compete. The Jakarta Post. https://www.thejakartapost.com/