ATN Week in Review: Low-Price Fitness Is Winning More Than Ever Before

As Americans tighten their wallets amid economic concerns, they’re embracing budget-friendly gyms more than ever before.

According to new data from Placer.ai, visits to Planet Fitness increased 8.9% year-over-year in Q4 2025. And it’s not just the “Judgment Free” gym that’s seeing gains: other high-value, low-price (HVLP) brands are seeing strong growth.

Placer.ai found that since the start of 2024, visits to gym chains with monthly fees under $30 have consistently outperformed those in the mid-tier ($30–$60) and premium space ($60+).

This new data won’t come as a surprise to anyone who’s been following the fitness industry post-pandemic. But what may surprise you is the fact that luxury operators are starting to prioritize pricing accessibility.

Equinox, for example, is taking steps to make its clubs more accessible. This week, the luxury operator partnered with Flex to make it easier for its members to use tax-free HSA and FSA healthcare funds to pay for things like memberships, personal training services and more.

While you shouldn’t expect an Equinox membership to become “budget-friendly” anytime soon, the operator’s move signals that making fitness more accessible is emerging as a key growth strategy for the entire industry.

• Ergatta gets acquired by the parent company of Clmbr as the connected fitness space starts to consolidate.

• EoS Fitness has big plans for its upcoming West Hollywood gym, which will replace Crunch’s longstanding WeHo location.

• Former Tesla engineers have created a screenless wearable dedicated specifically to tracking strength training. Should Whoop be worried?

• Lululemon is embracing in-person fitness, opening a luxury pop-up gym in Los Angeles.