Brazil's fitness clubs prioritize consumer experience

A market study by Eureka Comunicação evaluated 50 gyms in Goiânia on eight dimensions such as facilities, reputation, service variety and customer care. Flex Fitness Center topped the ranking, with Bodytech Marista and Brava Sport Center following. The study notes that quality of the consumer experience is now the main competitive driver in the sector, outweighing sheer size or brand recognition.

At the same time, Brazil’s fitness industry is embracing the "academias‑clube" model, which integrates wellness, community and hospitality services into the gym experience. Operators such as Les Cinq Gym, Six Wowness Club, Silva Gym and Aura Gym offer amenities ranging from recovery rooms and nutrition services to coworking spaces and premium lounges. The shift reflects a broader consumer demand for holistic well‑being over pure exercise, positioning gyms as part of daily routines rather than just workout venues.