We are watching something fascinating unfold.
Fitness is no longer just about reps, sweat, or weight loss…it’s becoming the new cultural currency.
Gyms, wellness clubs, racquet sport facilities, and boutique studios are transforming into the Soho House of Fitness (exclusive, social-driven spaces where health is just one part of the value proposition).
This shift is happening fast and it’s reshaping more than just exercise…
Let’s Dive In 👇
Rise of the Third Space
As I began studying the fitness/gym space, I found it helpful to categorize it into three eras.
1. Basement Era (1970s–1990s)
Focused on raw lifting, bodybuilding, and sweat equity.
Think Gold’s Gym, Arnold Schwaraneagger, and iron culture.
2. Boutique Era (2000s–2010s)
Specialization in the niche areas of fitness.
SoulCycle, Barry’s, and OrangeTheory built tribes around formats.
3. The Longevity Era (2020s)
Health span, recovery, and social connection are currently driving the industry forward.
This is where the “fitness country club” is taking root:
- Biohacking pods in spa rooms.
- Co-working tables at boutique studios.
- Social strength clubs replacing happy hours.
- Golf simulators, pickleball courts, and dart games.
And I believe we’re still in the early innings of this transformation.
Fitness as the New Country Club
As I began researching this category, I discovered some offerings that perfectly showcase the trend.
A few good examples:
- Equinox: Offering $3,000/month “longevity” memberships.
- Lifetime Fitness: Investing heavily in luxury clubs that combine fitness with co-working lounges, spas, childcare, and even pools resembling resort destinations.
- Pickleball Clubs: Places like The Picklr, Pickleball Kingdom, Lifetime Pickleball, and private member-only pickleball resorts are being designed like tech campuses, complete with restaurants, recovery rooms, and lounges.
And a few blocks from me in St. Petersburg, Florida, is a place called Brickyard Fitness (which gave me the idea for this piece).
What started as a CrossFit gym has evolved to include saunas, cold plunges, IV drips, stretching tools, a smoothie lounge, a co-working space, and even a golf simulator.
What’s common across these?
Fitness is the hook…but community, identity, and lifestyle are the product.
Market Insights
Fitness and wellness are no longer fringe.
Two things I believe we’re seeing:
- Experience is the new competitive advantage.
- The gym is becoming “the day”, not just something to fit in it.
Ok, now that the groundwork is set.
Let’s take a look at some of the key market metrics:
- The average U.S. gym membership is ~$58/month.
- The global health club market is projected to surpass $300B by 2030, growing at ~7% CAGR.
- 45% of Gen Z say they prefer fitness environments that “feel like community spaces” versus just gyms.
- Recovery (including saunas, cold plunges, and IV drips) is now a $70B+ category.
Companies that figure out how to blend health, community, and culture into a seamless lifestyle product will dominate the next decade.
Overarching Market
Three macro-forces are colliding:
1. Health as Wealth: Longevity is becoming a status symbol. For example, A WHOOP band signals status in the same way a Rolex once did.
2. The Office is Diminished: As hybrid work cements, the gym is becoming the “third place” – a social hub between home and a work office.
3. Community Commerce: People are willing to pay premiums for spaces that blend identity, wellness, and networking. It’s about finding your “tribe” of like-minded individuals.
What’s Next
Just like golf courses and country clubs defined a generation of business deals.
Wellness clubs and fitness hubs may define the next one.
Some things I think we’ll see more of:
- More fitness/wellness spaces designed like resorts. Mixed-use wellness properties are an emerging asset class.
- Technology integrations (apps, wearables, AI recovery tools) will differentiate who wins the “experience layer.”
- A push for more inclusivity and lower-priced options as wellness expands.
- Consolidation through mergers and acquisitions. I expect large brands (like Lifetime and Equinox) to scoop up boutique brands that have mastered community.
The “fitness country club” model is just beginning.
Exciting times ahead!
