The fitness industry isn’t just recovering—it’s rewriting the playbook. According to the newly released May 2026 HFA Survey (based on 18,000 U.S. residents), gym-goers logged a staggering 7 billion facility visits over the past year. That shatters the pre-pandemic peak set in 2019.
But it’s not just about how many people are showing up. It’s about who is showing up, and what they’re doing once they swipe their tags.
Here are the five biggest takeaways from the latest research for fitness professionals and gym junkies alike.

1. The “Ghost Member” is Dead

For decades, the industry’s dirty secret was the “ghost member”—people who paid their monthly dues but never actually showed up. Not anymore.
The share of members who held a membership but never visited a facility plummeted to just 4.6% (roughly half of the ~10% pre-pandemic norm). Even better for operators, the industry-wide churn rate fell to 7.1%—its lowest level in a decade—and average membership tenure stretched to an impressive five years.

2. Gen Z and Seniors are Driving the Boom

If you think gyms are just for millennials trying to stay fit, think again. The data shows growth at both ends of the age spectrum:

• Gen Z (18–24): Posted the highest penetration rate of any demographic at 35.5%.
• Active Agers (65+): Recorded the strongest year-over-year growth at 8.6%, proving that facilities are playing a crucial role in longevity and healthy aging.

3. Iron is Overtaking the Elliptical

The way we work out has fundamentally shifted. Traditional standalone cardio is softening, while strength and functional training continue their massive ascent.
While treadmills remain the single most widely used piece of equipment (34.4 million users), the gap is rapidly closing. Free weights have seen the strongest growth since 2021. Dumbbell users are growing at a 6.4% compound annual rate, and over 56% of them use dumbbells weekly—the highest habitual usage rate of any major equipment type.

4. We Crave Coaching and Community

Solitary headphone workouts are making room for collective suffering and success. Coach-led services have reached all-time highs in the HFA data series:

• Small group training climbed to 34.7% participation.
• Personal training hit 26.2%.
• Mind-body formats are surging, with Pilates up 28.1% and Tai Chi up 23.4% since 2021.

5. Pickleball’s Grip is Absolute

Pickleball isn’t a fad; it’s an anchor. The sport now counts 7.6 million fitness facility members among its players. Even more impressive? Nearly 65% of those participants play weekly, boasting the highest habitual engagement rate of any activity tracked in the survey.
The Bottom Line: The challenge for the fitness industry in 2026 is no longer about getting people to buy memberships—it’s about figuring out how to increase the frequency of members who are already highly engaged, demanding heavy iron, and looking for a community.