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1、2024 Latin America Fitness Consumer SurveyExecutive SummaryDecember 2024About the ResearchBackground The 2024 Latin America Fitness Consumer Survey was conducted by J.Wallin Opinion Research on behalf of the Health&Fitness Association(HFA)and ABC Fitness.This report provides a detailed examination o

2、f how physically active Latin Americans in select large metro areas integrate fitness into their daily routines,highlighting key trends in fitness facility usage,membership preferences,and the factors that drive engagement with structured exercise environments.The full report provides valuable insig

3、hts into the evolving behaviors of this highly engaged market,helping businesses and professionals navigate the current fitness landscape in Latin America.Survey MethodologyTotal sample:Latin Americans aged 18+in some of the regions largest metropolitan areas(n=3,699)Core sample:Latin Americans aged

4、 18+in some of the regions largest metropolitan areas who exercise at least a few times per month(n=2,984).Spread across six key countries,including:Metro Brazil(n=814)Metro Mexico(n=900)Buenos Aires,Argentina(n=300)Bogota&Medellin,Colombia(n=500)Lima,Peru(n=230)Santiago,Chile(n=240)Dates in Field:S

5、eptember 18 Tuesday,September 24,2024 Mode:Online Margin of Error:+/-1.8%(95%confidence interval).The MoE is higher for subgroups.2Exercise enthusiastsLatin Americas large metro-areas represent a robust fitness market with continued growth potential and opportunities for businesses,investors and fit

6、ness professionals.Health and fitness facilities are central to the way physically active consumer in some of the largest Latin American metro-areas exercise.As demand for structured exercise and fitness facilities grows,a majority of those who were never members are likely to join a fitness facilit

7、y in the next 12 months.Active consumers emphasize both physical and mental well-being as primary goals for exercising,with many citing overall health improvement and enhanced mental wellness as key motivators for maintaining an active lifestyle.Executive summaryFitness facility firstHolistic approa

8、chFindings among physically active consumer in some of Latin Americas largest metro areas3Most Latin Americans in major metro areas exercise multiple times per week,78%at least several times monthlyBase:Among consumers in major Latin American metro areas(n=3,699)Questions(combined):Which of the foll

9、owing best describes how often you exercise in a gym,fitness facility,studio class or with a personal trainer?Which of the following best describes how often you exercise at home or outside?12.7%21.0%27.4%10.6%6.7%21.7%Every day4-5 times per week2-3 times per week1 time per weekA few times per month

10、Rarely or neverExercise frequency overall61.1%478.3%The majority uses gyms or other fitness facilities as their primary exercise locationBase:Among physically active consumers in major Latin American metro areas(n=2,984)Question:About how often do you exercise at a gym or other health/fitness facili

11、ty,as opposed to exercising outside or at home?17.2%17.8%12.9%37.9%25.8%9.9%At a gym or some other health/fitnessfacilityOutsideHomeExercise by location among physically active Latin Americans in major metro areas55.1%43.6%22.8%Most of the timeMost of the timeMost of the timeAlwaysAlwaysAlways569%of

12、 physically active urban Latin Americans belong to a health or fitness organizationBase:Among physically active consumers in major Latin American metro areas (n=2,984)Question:Are you currently a member of a health or fitness organization or facility that provides the opportunity to exercise?This in

13、cludes gyms,health clubs,fitness studios,community centers,religious facilities,workplace gyms,hospital fitness centers,or similar organizations.68.7%31.3%MembersNon-membersHealth and fitness organization membership among physically active Latin Americans in major metro areas6Nearly 8-in-10 physical

14、ly active urban Brazilians are membersBase:Among physically active consumers in major Latin American metro areas(n=2,984)Question:Are you currently a member of a health or fitness organization or facility that provides the opportunity to exercise?This includes gyms,health clubs,fitness studios,commu

15、nity centers,religious facilities,workplace gyms,hospital fitness centers,or similar organizations.78.4%67.1%59.8%66.7%67.0%65.0%BrazilMexicoColombiaArgentinaPeruChileHealth and fitness organization membership among physically active Latin Americans in major metro areas7Most non-members are likely t

16、o join a fitness organization in the next yearBase:Among physically active consumers in major Latin American metro areas who were never members of a health or fitness organization or facility(n=316)Question:How likely would you be to join a health or fitness organization such as a gym,studio or some

17、 other similar exercise facility within the next twelve months?15.5%15.2%37.3%32.0%LikelyNot likelyLikelihood of joining a fitness facility in the next year among never members52.8%47.2%Very likelySomewhat likelyNot very likelyNot at all likely8Outdoor cardio,strength training were the leading exerc

18、ise or wellness routines in the past monthBase:Among physically active consumers in major Latin American metro areas(n=2,984)Question:What kinds of exercise or wellness routines have you engaged in over the past month?42.8%32.1%27.2%26.1%25.1%22.3%21.6%20.2%16.5%15.4%Outdoor activities like outdoor

19、cycling,running or swimmingStrength trainingNon-spin aerobic/cardio like running on treadmill or ellipticalHealthy sleep habitsSpin/cycling/aerobic/cardioDanceGroup sports not on a beach like football,volleyball or basketballNutrition programsSwimmingYoga,Pilates,Tai chi or BarrePast-month participa

20、tion9General health and well-being,along with self-esteem,are top motivations for staying active10Base:Among physically active consumers in major Latin American metro areas(n=2,984)Question:Which of the following best describes your personal goals that motivate you to be physically active?Choose up

21、to three.43.7%41.8%36.1%22.7%21.4%20.9%20.6%19.0%15.4%13.3%To get or to stay healthyTo improve my mental or emotional well-beingTo feel better about myselfTo build confidence and self-esteemTo build or to maintain cardiovascular performance/enduranceTo lose weightTo look betterTo live a longer lifeT

22、o build muscleTo build or maintain strengthTop reasons for physical activityEfficacy,convenience and equipment are top reasons for preferring fitness facilitiesBase:Among physically active metro-region Latin American Consumers who choose“mostly or always”exercise at a gym or some other facility(n=1,

23、644)Question:Which of the following reasons best describes why you exercise at a gym or other facility?Choose up to three.1135.0%32.4%29.3%25.9%21.2%I feel its more effectiveIts more convenientFitness equipmentAccess to fitness trainersIt gets me out of the house/officeTop reasons for always/mostly

24、exercising at facilitiesTwo-thirds spend the equivalent of$10-$50 per month on health and fitness*Respondents were shown response options in local currencies.Base:Among physically active consumers in major Latin American metro areas(n=2,984)Question:Which of the following best describes how much you

25、 spend every month on your health and wellness routines,including equipment,training,facility memberships and other costs?8.8%11.9%23.4%23.7%19.5%12.7%NothingLess than$10 per monthBetween$10 and$20 per monthBetween$20 and$30 per monthBetween$30 and$50 per monthMore than$50 per monthMonthly spend on

26、health,fitness66.6%12Implications for the Latin American Fitness MarketThe 2024 Latin American Fitness Consumer Survey underscores the importance of health and fitness across the region,where consumers prioritize fitness facilities.To succeed in this dynamic market,fitness businesses must develop a

27、deep understanding of local consumer behaviors and preferences.Key strategies include offering training programs that emphasize both mental and physical well-being,meeting the holistic needs of consumers.Businesses should also consider investing in equipment and spaces for outdoor activities,reflect

28、ing the regions affinity for diverse fitness experiences.Want to learn more?Contact the Health&Fitness Association to access the full results from the 2024 Latin America Fitness Consumer Survey,including information on:Exercise habits and preferencesMotivationsMembershipsNon-membershipsMobile app and device usageDemographic breakdowns by market,gender,age group,education,income level,and moreAnton SeverinVice President,ResearchHealth&Fitness Associationaseverinhealthandfitness.org14