Fitness chains expand into smaller Polish cities

Major fitness networks are increasingly targeting smaller towns in Poland to find new customers and attractive locations. Benefit Systems has announced a new development model for Zdrofit, which includes opening standalone clubs, acquiring existing facilities, and expanding through a franchise model to reach markets outside major metropolitan areas.

This expansion introduces new competition for local gym operators. While the growth of large brands may increase pressure on smaller players, industry leaders note that market standards in large cities do not always translate to smaller centers. For example, Fit+ focuses on unmanned clubs of 200–300 square meters in towns with 10,000 to 15,000 residents to maintain economic viability, as large-scale investments in smaller markets can be difficult to justify due to limited local demand.