Brazil fitness market expands amid retention challenges and luxury growth

The Brazilian fitness market is experiencing significant growth, with Sebrae data for 2025 showing 103,790 active companies and 186,592 jobs, a 12.7% increase in employment from the previous year. Despite this growth, the sector faces a major challenge in customer retention; a study of 5,240 participants revealed that 63% of new members quit before completing three months, and fewer than 4% remain for over a year.

To address these challenges, companies are turning to technology and high-end service models. Movement has launched Movement ARCH, a digital ecosystem using artificial intelligence and data to track student behavior, frequency, and training patterns to provide personalized experiences and prevent churn.

Simultaneously, a luxury segment is emerging. Renata Vichi, former CEO of Kopenhagen, has joined the luxury gym chain SIX as a partner and Chief Growth Officer. SIX operates on a high-cost model, with monthly fees reaching R$ 5,400, offering premium services like cryotherapy and concierge. Vichi aims to scale the network to 15 units by 2028, targeting expansion into cities such as Curitiba, Balneário Camboriú, Ribeirão Preto, and Fortaleza.