The Health & Fitness Association (HFA) has released the 2024 Latin America Fitness Consumer Survey in partnership with ABC Fitness. This survey offers insights into the fitness culture in major metro areas across Argentina, Brazil, Chile, Colombia, Mexico, and Peru.
The survey report notes that health and fitness facilities are at the “heart of active lifestyles in major Latin American metro areas,” where most consumers (61 percent) exercise multiple times weekly, and 78 percent do so at least several times a month. For most of these active individuals (55 percent), health and fitness facilities serve as their primary exercise location valued for their effectiveness (35 percent), convenience (32 percent) and access to equipment (29 percent).
“Latin America’s urban centers are home to a highly engaged fitness community that prioritizes structured environments for their health and wellness,” said Bill Davis, CEO of ABC Fitness and HFA Board member. “This survey underscores the essential role that fitness facilities play in the daily lives of millions of Latin Americans.”
The report summary said physically active consumers across the region engage in a variety of fitness activities with past-month participation topped by outdoor activities (43 percent), strength training (32 percent), and non-spin cardio exercises like treadmill running (27 percent).
These diverse routines are said to be driven by a combination of physical and mental health motivations.
Active consumers cited improving and maintaining general health (44 percent), supporting mental well-being (40 percent) and boosting self-confidence (36 percent) as primary reasons for staying active, reflecting a holistic approach to fitness across the region.
“Latin America has long celebrated physical activity as part of its cultural fabric, and our survey illustrates just how central fitness has become to daily life in the region,” said Liz Clark, president and CEO of the Health & Fitness Association. “What’s clear is that people in Latin America recognize the broad benefits of exercise, not just for physical health but also for mental wellness and overall quality of life.”
The survey further highlights how fitness memberships play a significant role in supporting these active routines, with 69 percent of physically active consumers in the surveyed markets belonging to a health or fitness organization.
As demand for structured fitness continues to grow, 53 percent of non-members said they are likely to join a fitness organization in the coming year.
“Latin America’s fitness industry is thriving, and with the number of potential new members, the sector is well-positioned for continued growth,” added Clark. “Fitness businesses have a tremendous opportunity to connect with this motivated market.”
HFA said in a media release, “For fitness businesses to navigate this growing and dynamic market successfully, understanding consumer behaviors and preferences will be crucial. The expertise and insights provided by HFA and ABC Fitness offer valuable guidance for businesses aiming to tap into this demand and build meaningful connections with Latin American consumers.”
The 2024 Latin America Fitness Consumer Survey, conducted from September 18-24, 2024, by J. Wallin Opinion Research on behalf of the Health & Fitness Association and ABC Fitness, surveyed 3,699 consumers within some of Latin America’s largest metropolitan areas, including 2,984 consumers who participate in physical exercise at least a few times per month. For more survey information, go here.
Image courtesy Hotel Panamericano Buenos Aires
