Fitness Industry Traffic (FIT) Tracker

The Fitness Industry Traffic (FIT) Tracker is a new resource from the Health & Fitness Association (HFA) that provides regular updates on foot traffic to nearly 11,000 fitness facilities across the United States.

Each quarter, the FIT Tracker analyzes millions of anonymized location data points to track visits to gyms and studios nationwide. This provides timely, data-driven insights into consumer engagement across four key segments:

• High-volume low-price (HVLP) gyms
• Mid-priced gyms
• Luxury clubs
• Boutique/studios

Developed in partnership with Sports Marketing Surveys USA (a Buffalo Groupe company) and powered by Placer.ai, the tracker offers a clear view of consumer activity at gyms and studios over time. This helps industry stakeholders monitor trends, benchmark performance, and better understand how visitation patterns evolve across different price points and business models.

In addition to tracking visitation by segment, the report also breaks out regional patterns, offering geographic cuts that help illustrate where activity is rising or leveling off. This added layer of insight supports benchmarking and planning at both national and local levels.

The FIT Tracker is intended as a practical tool for operators, suppliers, and other industry partners looking to stay informed and make data-driven decisions. It complements HFA’s existing research by offering more regular, facility-based indicators of consumer demand.

The FIT Tracker is available at no cost to HFA members. Non-members may purchase each quarterly report for $99. Custom data cuts are also available to HFA members upon request.