Brazil's fitness market surges as firms like XP boost sports investment

The Brazilian fitness sector has expanded rapidly, with gym revenues reaching R$ 17 billion annually. Between 2019 and 2024 the number of enrolled members rose from 10 million to 15 million, a 50 % increase, while the count of facilities grew from about 30 000 to over 57 000. The broader sports and physical‑activity economy now generates roughly R$ 183 billion a year, about 1.7 % of the nation’s GDP, and includes equipment manufacturers, tech platforms, apparel brands, nutritionists and supplement producers. Digital tools such as training apps, AI coaching and wearable devices are driving further consumer engagement.

At the same time, brokerage firm XP Inc. is leveraging sports sponsorships to deepen client relationships. In a Web Summit 2026 panel, XP’s live‑marketing head explained that more than 80 % of its 5 million customers have some connection to sport, prompting the firm to sponsor the NBA, NFL, Rio Open and other events. XP views sport not only as branding but as a platform for business generation, aligning athletic values of resilience and long‑term effort with its corporate ethos.