Russian Fitness Market Growth Slows to 15% in 2026

The Russian fitness services market is projected to grow by 15% in 2026, reaching a total value of 365 billion rubles. This growth rate represents a significant slowdown, decreasing by a quarter compared to the previous year and potentially marking the lowest increase in four years.

The primary driver behind this deceleration is a decline in the population's purchasing power. Consumers are increasingly viewing additional club services as excessive spending and are cutting back on these extras. Furthermore, negative market conditions are preventing businesses from raising prices to offset revenue losses.

Consequently, the industry's profitability is projected to drop from 7% to 5% this year. The sector is facing a challenging environment where maintaining current price levels is difficult, and consumer demand for premium offerings is waning.

The fitness industry is facing a notable shift in financial dynamics for the upcoming year. The market for fitness services is forecasted to expand by 15%, culminating in a total market volume of 365 billion rubles. While this indicates continued growth, the pace is decelerating significantly.

Compared to the previous year, the growth rate has slowed by a quarter. This deceleration suggests that the sector is entering a period of stabilization or potential contraction relative to recent highs. Analysts note that this could be the minimal growth rate observed over the last four years.

The figures suggest that while the industry is not shrinking, its rapid expansion phase may be concluding. Stakeholders are now looking at a more modest trajectory for revenue generation and market penetration.

Several economic pressures are converging to impact the fitness sector's performance. The most significant factor identified is the reduction in consumer purchasing power.

As financial constraints tighten for the general population, spending habits are changing. Consumers are beginning to treat fitness club memberships and related expenditures as discretionary rather than essential.

Specifically, there is a trend where members are refusing additional services offered by clubs. These services, previously viewed as value-adds, are now being categorized as excessive expenses. This shift in consumer behavior is directly impacting the revenue streams of fitness centers that rely on upselling.

The negative market environment has created a difficult situation regarding pricing strategies. Fitness operators find themselves with limited opportunities to increase prices. The economic climate makes it risky to raise fees, as it could drive away price-sensitive customers.

This inability to adjust pricing upwards, combined with the reduction in ancillary spending, is squeezing profitability. The margin of the industry is expected to contract significantly this year.

Financial projections indicate that the industry's profitability will fall from 7% to 5%. This two-percentage-point drop represents a substantial hit to the bottom line for businesses across the sector, forcing many to re-evaluate their operational costs and revenue models.

The Russian fitness market is entering a phase of moderation in 2026, characterized by a 15% growth rate and a market volume of 365 billion rubles. This slowdown is not due to a lack of interest in health and wellness, but rather a direct consequence of economic pressures on the consumer base.

With purchasing power diminished, the demand for premium and additional services has dropped, forcing the industry to rely on core offerings. The inability to raise prices in a negative economic climate further compounds the issue, leading to a predicted decline in net profitability from 7% to 5%.

As the market adjusts to these new realities, fitness providers will likely focus on retention of core members and cost management rather than aggressive expansion or premium service upselling. The coming year will be a test of resilience and adaptability for the industry.