Fitness & Wellness Subscription Spending in Europe 2026
How much do Europeans spend on fitness apps, gym memberships and wellness subscriptions? Research data and trends for 2026.
The Gym + App Overlap
A significant number of Europeans pay for both a gym membership and digital fitness apps — sometimes with content overlap. 38% of gym members also subscribe to at least one digital fitness app. The average gym + app subscriber pays €61/month for fitness. For most users, a gym membership with its in-person equipment provides better value than a gym + digital app combination.
The January Effect
Fitness subscription sign-ups peak in January at 3.8x the monthly average. Cancellations peak in March (45 days after sign-up) for apps and in May for gym memberships (typically the point at which initial motivation has faded). Annual gym memberships signed in January are the most common fitness "regret purchase".
Frequently Asked Questions
How much do Europeans spend on fitness subscriptions per month?
Europeans spend €23/month on digital fitness apps alone, and €61/month when gym membership is included.
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Data & Methodology: Statistics are based on a 2025 survey of 12,000 European adults across DE, AT, CH, FR, UK, NL, ES and IT, supplemented by banking transaction analysis and public pricing data. Compiled by Dr. James Calloway. Full methodology →