Report: With New Gym Joins Down 9%, Engagement Strategies Must Shift

An ABC Fitness report indicates that gym joins declined 9% and studio joins fell 5% YoY as new members, who increasingly skew younger, seek out communal fitness opportunities

The fitness and wellness industry might be at an inflection point, as new data hints at a shift from prioritizing acquisition to trying to build consistent engagement, with gyms struggling to add new members despite participation remaining high.

That’s according to ABC Fitness’ Mid-Year 2026 Wellness Watch Report, which is based on proprietary insights from 30,000 fitness businesses serving 40 million members on the software provider’s platforms, combined with year-over-year consumer research conducted with “active fitness consumers” between January 1 and May 31, 2026.

The report revealed that new gym joins declined 9% and boutique fitness studio joins declined 5% year-over-year. Gym cancellations jumped 8% YoY as well, although studio cancellations fell 6%.

ABC Fitness hypothesized this could be for multiple reasons: as Gen Z made up the majority (46%) of new gym memberships — 7.2 million between January and May — they’re also increasingly seeking out more communal fitness opportunities such as Hyrox.

Another likely factor is the economy, the software provider pointed out. Most of the gym data comes from the U.S., which continues to undergo a period of economic uncertainty; however, it’s worth noting that and wellness appears to remain a top spending priority for Americans despite the downturn.

The Rise of ‘Active Non-Members’

Despite the acquisition drops, member engagement remains strong, according to the report.

While consumers may be more choosy about committing to a membership, their spending habits reveal a commitment to the fitness communities and brands they find most valuable.

Gym check-ins increased 1% and studio check-ins increased 27%, with a 74% jump in new joins in the 34-44 age group.

The report indicates the next growth opportunity could then come from a group of “active non-members” — consumers who exercise regularly, but haven’t committed to a gym or studio membership.

“The next phase of fitness growth will be built on consistency,” said ABC Fitness CEO Bill Davis. “Operators who make it easier for members to return, stay accountable and see progress will be best positioned to earn long-term loyalty.”

Community Is King

To tap into those prospective members, or keep current ones engaged, one thing emerges as key: community. 

According to the report, two-thirds (67%) of members say community is their biggest driver of motivation and accountability, up 12% YoY, while 61% also say community improves mental and emotional well-being and over half (57%) say belonging to a fitness community significantly impacts long-term commitment to an active lifestyle.

That aligns with previous data from ABC Fitness, which found that connection is a measurable driver of growth and retention.

“Fitness consumers are no longer looking only for access, novelty or inspiration,” Davis added. “They are looking for systems that motivate them to keep going. In the first half of 2026, ABC Fitness data shows a market defined by reinforcement: accountability, consistency, community, technology and clearer value across gyms and studios.”