GLP-1s Are Boosting Gym Memberships, Data Shows

With 1 in 8 adults currently on a GLP-1 medication, we’re only beginning to understand the industrywide effects of the weight-loss drugs.

GLP-1 impact on fitness

Fitness clubs are feeling the downstream effects of these life-changing medications, as people look to preserve muscle mass amid rapid weight loss and fine-tune their diets with limited appetites, according to a new survey from William Blair Equity Research.

The investment banking firm surveyed 300 GLP-1 users, finding a three-percentage point increase in gym memberships (up to 35%) after starting the medication, up from a two-percentage point uptick to 24% during the 2024 survey. Users are overall exercising more as well — 72% responded they were working out more often, compared to 60% in the 2024 survey.

Gen Z and Millennials appear to be driving the trend, owning the steepest increases in memberships, with reported fitness club memberships among those under 45 jumping to 62% after beginning treatment, versus 43% from the 2024 survey. The largest increase was seen with 18-to-24-year-olds, for whom memberships more than doubled to nearly 62%.

Participants cited feeling more motivated, higher energy levels and greater mobility that’s pushing them to exercise at a greater frequency.

Gym membership growth

The firm highlighted that fitness clubs were likely to benefit from these shifts, singling out Planet Fitness as “well-positioned” to capitalize on GLP-1 usage, thanks to its popularity among Gen Z and Millennials, affordability, massive footprint and accessibility for first-time gym-goers and those intimidated by embarking on a fitness journey.

That’s no surprise, given high-value, low-price (HVLP) gyms like Planet Fitness are already a favorite among Gen Z, who continue to drive growth in the sector.

Fitness operators are starting to take note of the importance of exercise among GLP-1 users, as the market potential only increases for gyms and clubs. Many have begun incorporating the weight-loss medications into their ecosystems in varying approaches, including in-house clinics and partnership referral programs.

Life Time has been rolling out its own GLP-1 service through its Miora program, with its founder and CEO Bahram Akradi calling the drugs “a home run” as the luxury operator looks to add Miora to more locations.