Industry scope & market sizes
According to Allied Market Research, the health and fitness market is estimated at $102.3 billion and is projected to reach $234.8 billion by 2034. The market's growth is expected to be supported by a cultural shift toward wellness and active living, especially in light of the rise of lifestyle diseases.
The fitness industry in East and Southern Africa comprises membership-based gyms, boutique studios, personal training services, digital fitness platforms, and fitness-related retail within facilities. There are no government-verified market-size estimates for the sector, as national statistical offices aggregate gyms and fitness services within broader categories such as recreation, personal services, or arts and leisure, which prevents isolating fitness-specific revenues. According to Statista, the African fitness and wellness market is estimated at $14.53 million, with Nigeria, South Africa, and Kenya leading the continent’s fitness activity.
Fitness demand in East Africa is narrower and unevenly distributed, concentrated primarily in higher-income urban neighbourhoods
