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Gyms And Fitness In The EU, In Numbers
Gyms, yoga and Pilates classes, personal training: each demand has its own calendar. Fitness facilities as Eurostat measures them, then the month when each demand is searched for most on Google.
Fitness Facilities
NACE code 93.13
51,909companies in the EU
Eurostat publishes no final figure for this country.
4.9 people per company on average
€16.2 billion in turnover
Most searched month: February
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE code 93.13, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS code 713940, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS code 713940, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 713943 and 713944 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 code 9313 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Gyms
Yoga And Pilates
Personal Trainers
100500
Yoga And PilatesGymsPersonal Trainers
OctNovDecJanFebMarAprMayJunJulAugSep
Most searched month: gyms in February, yoga and pilates in January, personal trainers in September. Personal Trainers: September brings 1.9 times the searches of December.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “gym”, “gym near me”, “gym membership”, “yoga classes near me”, “pilates classes near me”, “reformer pilates”, “yoga near me”, “personal trainer”, “personal trainer near me” and “online personal trainer”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Gyms
Yoga And Pilates
Personal Trainers
October 2025
79
82
64
November 2025
65
70
58
December 2025
65
64
53
January 2026
89
100
79
February 2026
100
80
61
March 2026
73
82
69
April 2026
79
79
67
May 2026
65
70
77
June 2026
73
60
65
July 2026
73
64
75
August 2026
79
83
86
September 2026
79
76
100
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Gyms “gym near me”€0.73 to €1.73
Yoga And Pilates “reformer pilates”€0.60 to €2.96
Personal Trainers “personal trainer near me”€0.73 to €3.59
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
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Gyms & Fitness Studios · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandGym · Your BrandOpen 7 days a week, group classes and coaches on site. Free trial session.
MaGoogle MapsIllustration
Y
SponsoredYYour brandGym · Your BrandGym · 0.4 miles awayCallWebsite
YYouTubeIllustration
Your first session is on usAd · Your brand
Up nextA beginner’s first training week
SponsoredGym · Your Brand
DDiscoverIllustration
Your first session is on us
YYour brand · SponsoredGym · Your Brand
MGmailIllustration
YSponsoredYour brandGym · Your BrandOpen 7 days a week, group classes and coaches on site. Free trial session.
WWebsites and appsIllustration
Your first session is on usYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Open 7 days a week, group classes and coaches on site. Free trial session.
Your first session is on us
Gym · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Your first session is on us
Learn more→
CChatGPTIllustration
how many workouts a week should a beginner do?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandGym · Your BrandOpen 7 days a week, group classes and coaches on site. Free trial session.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
550,000searches a month for “gym”, in the UK
Searches a month in your industry, in the UK
“gym”550,000
“yoga classes near me”27,100
“personal trainer”12,100
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from October 2025 to September 2026, estimated and rounded by Google, pulled on 14 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
Where Your Ad Appears
Search results on Google Maps
Maps app
Search Network, with your address and phone number
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. For a gym, a studio or a personal trainer, the system I build follows the real path of a future member: the search close to home, the trial session, then the membership. My standard is measurement that links each campaign to the sign-ups it brings, with the value of each membership. I work directly with you.
The chart above shows the month when gyms are searched most in the UK. The budget grows in the weeks before that peak, then follows demand for the rest of the year.
A Member Counts Over Time
A membership brings in revenue for as long as it lasts. So I judge the cost of a sign-up against what a member is worth over the whole membership, and tracking follows each future member from the trial session to sign-up.
Clear From Sign-Up To Cancellation
In France, once you offer online sign-up, your members can also cancel online, even if they joined at the front desk, through a free feature labelled "résilier votre contrat" (cancel your contract), easy to reach from your sign-up page (Consumer Code, articles L215-1-1 and D215-1). In Spain, members can end a contract in the same way they signed it (article 62 of the consolidated General Law for the Protection of Consumers and Users). A clear exit reassures people when they sign up.
Martial Arts And Boxing: Clubs And Schools
A boxing, jiu-jitsu or karate club fills its classes with people living a few miles away, adults and children alike: each discipline gets its own campaign, and the trial class is the measure.
One Discipline, One Campaign
In the UK, « bjj » is searched around 60,500 times a month, « boxing gym » around 49,500 times and « boxing classes » around 1,900 times (Google Keyword Planner, average from October 2025 to September 2026). Each discipline has its own keywords, page and class times.
The Trial Class As The Way In
The campaign aims for a trial class booking, with the timetable, the level and the kit needed on the page. That booking is what gets tracked, then the membership that follows.
Children, An Audience Of Their Own
Parents look for a class suited to their child's age, near school or home: their slots have their own page, with coaching and times, and the start of term gets its own budget.
An Area Of A Few Miles
The campaign targets a radius around your gym, with your address in the ad and on Google Maps, and Meta shows the training atmosphere to people in your area.
The Method, Applied To Fitness
1
Audit Of Your Area
Real searches in your area, local competition, membership plans and the sign-up calendar.
2
Tracking From Trial To Membership
Trial session request, call, online sign-up: each step is recorded as a conversion, and the signed membership carries its value when you share it with me.
3
Local Campaigns, Timed To The Season
Google Search on what people search in your area, Meta to show your classes, your coaches and the feel of your sessions, with the strongest budget before the sign-up peak.
4
Steering By Membership
Budgets moved week after week toward the plans, classes and campaigns that bring the most memberships.
Yes, within a clear framework. On Meta, a gym counts as a general wellbeing service, which the 18+ age rule does not cover. An offer focused on weight loss must target people 18 or older, and Meta does not allow statements of inferiority about physical appearance, close-ups of a body area with pinched fat, or promises of specific results within a set time without qualifiers. On Google, an ad that takes a negative view of the body falls into a sensitive category and loses access to remarketing and customer lists. My recommendation is to show what your members come for: your classes, your coaches, the feel of your sessions.
When Should A Gym Launch Its Campaigns?
Before the peak: the calendar above shows that in the UK, gyms are searched most in February, and yoga and Pilates classes in January. Campaigns ramp up a few weeks before, so they learn while demand rises.
What About A Yoga Or Pilates Studio, Or A Personal Trainer?
The method stays the same, the goal changes. For a studio (yoga, Pilates, cross-training, boxing), campaigns aim for a first class booking and follow your timetable. For a personal trainer, the area gets smaller around the places where you train clients, and campaigns aim for a first appointment request, tracked all the way to the signed programme.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Members
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
