Market Analysis - Fitness Industry

Market Overview and Growth Potential

Norwegian fitness centers generated NOK 6.9 billion in revenue in 2023 (approx. +10% from 2022).
There were 1,497 fitness centers in Norway as of October 2024 (up 30 centers in 12 months).
In 2024, approximately 4 in 10 people reported having exercised at a gym in the past 12 months (up from roughly 3 in 10 in 2021).
Strength training has increased significantly among older adults: the share of 67+ who do strength training has risen from 12% (2013) to 36% (2024).
Europe: In 2024, approx. +9.8% revenue growth and 71.6 million members (+5.8%) were reported.
Demographics: Statistics Norway expects population growth to 6 million by 2040, and that the population will become notably older (65+ will exceed 0-19 within the next decade).

Demand continues to grow, but the market is becoming more segmented. Growth comes from increased participation, price adjustments, and more "add-on sales" (PT, concepts, digital).

Trend Analysis – What We See in Practice

Segmentation: Budget/24-hour and self-service is strong, while premium centers differentiate with more service (e.g., PT, wellness, concepts).
Hybrid and digital access: App- and mobile-based access, booking, and "self-service" have become standard at several chains.
Strength training and health-longevity: An increasing share trains strength – particularly significant growth among older adults.
Price landscape: In Oslo/Bergen/Stavanger, a standard membership is measured at 329–1,495 kr/month depending on chain and tier.

How we use this in the analysis: We link trend data with local competition (radius, price level, concepts, opening hours, service level) to find areas where customer demand is high, but the offering is poorly communicated or poorly structured.

Competitive Mapping – Excerpt from Matrix

Simplified excerpt of comparative matrix. In a full deliverable, figures are normalized (commitment, signup fee, regional access) and broken down per location.

Player	Price (example)	Access / hours	Profile & key points
Fitness24Seven	329 kr/mo + signup fee 249	24/7 • all centers	BudgetSelf-service Mobile access • women's gym • no commitment
EVO Fitness	449 kr/mo 399 with 12 mo	05–24 • all centers	ValueStudio + PT Does not offer group classes (focus on self-training)
Fresh Fitness	Flex 399 kr/mo Basic from 349	05–24 • 42 centers	Budget/valueSelf-service Digital membership card • group training only in Trondheim
Feel24	Feel Basic 399 kr/mo + admin 199/yr	24/7 (with exceptions) • all centers	BudgetBroad Multiple tiers (pool/spa/group classes at some centers)
MOVA	549–619 kr/mo depending on center/access	05–23 • app-based access	Mid-rangeGroup training Group classes incl. at staffed centers • 1 free PT intro
SATS	749–799 kr/mo regional access, 12 mo	Wide coverage (varies per center)	PremiumFull service Optional group classes • PT trial session + physio • 20% senior discount (67+)
Family Sports Club	699–849 kr/mo 559 for 60+	Multiple centers (local) • full service	PremiumFollow-up PT sessions included • breakfast/coffee • sauna • dedicated 60+ package

Identifying Niches and Opportunities

Opportunity (case)

Structured Senior Offering (60+)

Demographics + increased strength training among older adults point to a growing target audience. At the same time, much of the budget market is designed for self-service training, while premium players often price out cost-conscious 60+ customers. The opportunity space often lies in safe, structured small groups during daytime, with clear progression, measurement, and social interaction – packaged at a mid-range price level.

Proposed differentiation for Fjordbyen Trening (fictional):

"SeniorStyrke 60+" program
8-week program (2 sessions/week), screening + simple progress test, max 8 participants per group.
Utilization of off-peak hours
Schedule the offering in the morning/afternoon for better capacity utilization and lower marketing costs.
Smart pricing strategy
Program fee + affordable daytime/senior membership (instead of competing on the lowest monthly price).
"Safe Start" package
1 intro session + technique training in base lifts + training plan (reduces dropout).

What the Client Receives (typically)

Competitive map (local + digital): who do you actually compete against – and on what?
Price and product matrix (Sheet/Excel): price, commitment, hours, service level, concepts, add-ons.
Trend report: 8–12 trends that actually affect sales and operations (with sources).
Opportunity map: 2–4 recommended initiatives ranked by "potential vs. feasibility".

Sources excerpt

Virke / NTB (27.11.2024): "Fitness industry with record revenue"
SSB (19.11.2024): "Strength training on the rise"
SSB (05.06.2024): "We are becoming more, but also older"
Deloitte & EuropeActive (09.04.2025): "European Health & Fitness Market Report 2025"
uScore (1.–5.11.2025): "How much gym memberships cost"
EVO Fitness: "Choose your membership" + "Group classes"
Fitness24Seven: "Our memberships" / "Booking rules"
Fresh Fitness: "Memberships and prices"
Feel24: "Prices and memberships"
MOVA: price list/memberships + center info
SATS: "Our memberships"
Family Sports Club: "Memberships and prices"