Understanding the preferences and behaviors of female gym-goers is essential for fitness chains aiming to attract and retain this significant member segment. Women seek fitness experiences that align with their goals, lifestyle, and comfort levels, making it crucial for gym operators to tailor their class offerings.
Historically, women haven't always been readily included in fitness and sports.
When the modern Olympic Games began in 1896, women were entirely excluded! It wasn’t until 1900, during the Paris Games, that female athletes could compete—limited to just five sports. Even long-distance running was out of reach until 1972, when women were finally allowed to compete in a marathon.
And shockingly, sports bras didn’t even exist until 1977! These historical barriers highlight how women’s participation in fitness has evolved over time, gradually breaking down societal and institutional obstacles.
Fast forward to today, and women now make up a significant portion of gym-goers. According to The European Health & Fitness Market Report 2024, published by EuropeActive and Deloitte, 48% of regular fitness practitioners in Europe are female. This shift presents an opportunity for fitness chains to tailor their offerings to better meet the needs of female members.
But what exactly are women looking for in gym classes?
Fitness chains aiming to attract and retain female members should consider offering a mix of strength training, high-energy workouts, and mindful movement sessions. Here are the most in-demand gym classes among women:
The myth that lifting weights makes women “bulky” has long been debunked. Strength training classes, such as barbell workouts, kettlebell training, and bodyweight circuits, are increasingly popular. Women are looking for structured, supportive environments that empower them to build muscle, improve endurance, and boost confidence.
HIIT remains one of the most sought-after workouts due to its efficiency. With women balancing work, family, and personal commitments, short and effective workouts like HIIT are ideal. Offering female-friendly HIIT classes that emphasize progress tracking and community support can enhance member engagement.
Core strength and posture-focused workouts such as Pilates and barre classes are consistently favored by women. These workouts enhance flexibility, improve stability, and provide a low-impact alternative to high-intensity classes. Fitness chains can benefit from marketing these as essential for injury prevention and overall body toning.
Women increasingly prioritize mental well-being alongside physical fitness. Yoga, meditation, and breathwork classes offer a holistic approach, reducing stress and improving focus. Gyms can create dedicated studio spaces with calming aesthetics to enhance the experience.
Dance-inspired classes continue to be a favorite, particularly for their social and fun elements. Whether it’s Zumba, Latin-inspired cardio, or modern dance workouts, these classes create an energetic atmosphere that keeps members engaged while providing an effective workout.
Many women appreciate female-focused training spaces, particularly in male-dominated areas like functional fitness. Bootcamps tailored to women—focusing on endurance, strength, and agility—can help create a more inclusive and supportive environment.
Pregnancy and postpartum fitness is an underserved market with growing demand. Providing classes designed for new and expecting mothers can set a fitness chain apart, helping women maintain strength, reduce stress, and ease postpartum recovery.
To better serve female gym-goers, fitness chains should consider the following strategies:
The landscape of women’s fitness has evolved tremendously, from exclusion in sports to near-equal participation in gym settings. Fitness chains that recognize the unique needs of female members—by offering the right mix of classes, flexible scheduling, and a supportive environment—will not only enhance member satisfaction but also drive long-term retention.
Optimizing gym classes for women isn’t just a trend; it’s an essential strategy for fitness chains looking to thrive in a competitive market.
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