On-demand fitness spending is spiking, and consumers are sticking with it longer than traditional gyms

CNBC February 6, 2020
Diana Olick

Key Points

– Spending on fitness classes and gyms grew just over 5% last year, but on-demand fitness spending jumped nearly 59%, according to Cardlytics.

– By the fall, traditional gyms and studios lose more than three-fourths of the customers that joined in January, but on-demand fitness programs retain about half of their customers through the nine-month mark.

– Spending for on-demand fitness spikes during the holidays.

– On-demand is also much cheaper, with the average user spending about $48 per month, versus $59 per month for traditional gyms and $136 for boutique studios.

The fitness business is still booming, but one sector is taking a distinct lead.

While spending across traditional gyms, boutique studios and on-demand streaming fitness combined...

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