As the Brazilian fitness industry enters 2025, gym operators face a unique mix of challenges and opportunities. Despite having over 34,000 health clubs, Brazil’s gym penetration rate remains just 4.6%, signaling vast potential for growth. With consumer behaviors rapidly evolving toward digital integration, experiential fitness, and personalized wellness, fitness professionals who adapt now will thrive later.
Whether you're running a premium studio in São Paulo or a high-volume gym in Recife, staying informed about emerging trends is your gateway to enhanced member engagement, higher retention, and a stronger bottom line.
From rooftop spin classes in São Paulo to beach boot camps in Rio, Brazilians are seeking workouts that blend fitness with fun, fresh air, and unforgettable settings.
What it is: The digital fitness market in Brazil is projected to hit $1.32 billion in 2025. That includes apps, virtual coaching, streaming workouts, and smart gym tech.
For members: Flexibility is key. Members want the option to work out anywhere, anytime—whether it’s live coaching at the gym or on-demand workouts at home.
For operators: Digital isn’t optional anymore. Facilities that integrate apps, virtual classes, and hybrid memberships offer members convenience and value—while boosting retention and scalability.
What it is: High-Intensity Interval Training (HIIT) and functional workouts are growing fast due to their efficiency and effectiveness. These formats mimic real-life movement and deliver maximum results in less time.
For members: Time-strapped individuals love getting in, working hard, and seeing fast results. Plus, these formats are dynamic and fun.
For operators: Add functional zones, express 30-minute classes, or small-group HIIT programming to keep your offerings fresh and performance-driven.
What it is: Wellness is more than workouts. The health & wellness coaching market is set to reach $379.25 million in Brazil, driven by a desire for holistic, personalized health strategies.
For members: More people want guidance beyond reps and sets—nutrition advice, stress management, sleep support, and lifestyle coaching are in demand.
For operators: Embedding coaching into your membership—either in-person or via app—adds immense value. It builds trust, boosts outcomes, and opens new revenue streams.
What it is: Fitness trackers are everywhere, and Brazil’s market is expected to reach $941.71 million in 2025.
For members: Devices like smartwatches help users monitor heart rate, steps, sleep, and calories, offering real-time feedback and motivation.
For operators: Embrace the data! Connect wearable tech with your programs to personalize training, celebrate milestones, and enhance member accountability.
What it is: Brazilians aged 18–24 are the most physically active age group. They're shaping the future of fitness with their expectations and habits.
For members: This generation seeks more than workouts—they want experiences, social connection, and digital convenience.
For operators: Build spaces and experiences that resonate with Gen Z. Think fitness challenges, social hubs, and gamified training. Speak their language—online and offline.
Understanding trends is one thing—acting on them is what drives impact. Here’s how gym owners and operators in Brazil can transform these insights into high-impact strategies that enhance member engagement, increase retention, and strengthen the bottom line.
What You Can Do
Why It Works
With gym penetration at just 4.6%, the untapped market in Brazil is huge. By removing barriers and creating community-focused experiences, gyms can unlock this vast potential.
What You Can Do
Why It Works
Members expect the same flexibility from their fitness routine that they get from other lifestyle services. Digital access allows gyms to stay relevant and connected—even when members aren’t physically in the facility.
What You Can Do
Why It Works
Gen Z members value community, experience, and tech. They're also more likely to remain loyal to brands that offer authentic, inclusive, and digitally integrated experiences.
To help operators put these strategies into practice, Core Health & Fitness offers a comprehensive lineup of equipment and digital solutions that align perfectly with 2025's most important trends.
Throwdown Functional Zones are ideal for gyms looking to tap into the booming demand for HIIT and functional training. These spaces are fully customizable and scalable for individual, small-group, or class-based formats. With modular designs, they fit seamlessly into any facility layout.
Key Benefits
Star Trac Virtual Bikes and StairMaster provide immersive rides guided by on-screen trainers—without ongoing subscription fees. This turns your cardio floor into a virtual coaching environment. With the launch of the next-generation Apex Display Console, Core cardio equipment is now smarter, more connected, and future-ready. Built on the OpenHub™ ecosystem, the Apex platform enhances both member experience and operational efficiency:
Key Benefits
Available across Star Trac and StairMaster 4, 8, and 10 Series, the Apex Console seamlessly integrates into modern gym ecosystems—enhancing user engagement while simplifying management for operators.
Top-tier products like the Star Trac FreeRunner 10TRx and StairMaster 10G now feature the Apex HD Touchscreen, combining best-in-class biomechanics with interactive entertainment and performance tracking—making your facility a go-to destination in a competitive market.
With Wexer, gyms can offer members a full digital workout platform with in-facility live and on-deman virtual classes with wellness oriented content like yoga and mobility to more traditional fitness content like strength, core, HIIT, and cardio. Whether members are training at home or traveling, Wexer keeps them connected to your facility 24 hours a day/7 days a week.
Key Benefits
Core’s strength and cardio equipment can be synced with digital platforms and wearables, allowing members to track progress, set goals, and even share data with personal trainers or wellness coaches. This empowers personalized coaching and enhances results.
Key Benefits
Brazil’s fitness industry is on the brink of something big. The trends of 2025 show that members want more than just a place to work out—they want experiences, flexibility, personalization, and community.
For gym operators, this moment presents immense opportunity. Whether it’s introducing pop-up outdoor workouts, launching a virtual fitness app, or designing spaces for Gen Z socializers, the facilities that move with the market will lead it.
Want to take action on transforming your fitness facility?
➡️ Start by downloading the full 2025 Brazil Fitness Trends Deck for deeper insight into the trends you should be implementing.
Then let us help you shape a strategy by requesting a consultation today!