Brazil fitness market growth creates operational bottlenecks

The Brazilian fitness market has seen significant growth, with the number of active gym businesses increasing from 22,581 in 2015 to 62,718 in 2025, according to the Panorama Setorial Fitness Brasil.

This expansion, coupled with seasonal surges during the summer, has created operational bottlenecks. High demand often leads to long reception lines and slow registration processes, which can deter potential members. Carlos Alberto Machado de Souza, CEO of Genialtec, notes that delays or excessive administrative steps during the enrollment process pose a risk of losing customers to competitors.

To address these challenges, many establishments are turning to automation and self-service technologies. These tools allow students to consult plans, complete registrations, and manage check-ins independently, reducing the administrative burden on staff and streamlining the transition from interest to training.