This week, we break down why budget-friendly gyms continue to thrive, and why luxury operators are seeking to get in on the accessibility movement
As Americans tighten their wallets amid economic concerns, they’re embracing budget-friendly gyms more than ever before.
According to new data from Placer.ai, visits to Planet Fitness increased 8.9% year-over-year in Q4 2025. And it’s not just the “Judgment Free” gym that’s seeing gains: other high-value, low-price (HVLP) brands are seeing strong growth.
Placer.ai found that since the start of 2024, visits to gym chains with monthly fees under $30 have consistently outperformed those in the mid-tier ($30–$60) and premium space ($60+).
This new data won’t come as a surprise to anyone who’s been following the fitness industry post-pandemic. But what may surprise you is the fact that luxury operators are starting to prioritize pricing accessibility.
Equinox, for example, is taking steps to make its clubs more accessible. This week, the luxury operator partnered with Flex to make it easier for its members to use tax-free HSA and FSA healthcare funds to pay for things like memberships, personal training services and more.
While you shouldn’t expect an Equinox membership to become “budget-friendly” anytime soon, the operator’s move signals that making fitness more accessible is emerging as a key growth strategy for the entire industry.
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