The global fitness and wellness industry is undergoing a rapid international shift as leading franchise brands race to expand beyond their home markets, driven by strong growth prospects across Europe, the Middle East, India and Latin America. While North America has long dominated the sector, new data and recent expansion moves suggest the balance is beginning to change.
According to research from Deloitte, the European fitness market is projected to grow by nearly 30 percent by the end of the decade. At the same time, rising disposable incomes, increasing health awareness and strong consumer demand are fueling fitness participation across emerging markets such as the Middle East, India and parts of Latin America. Against this backdrop, US-based fitness franchises are moving quickly to secure master franchise agreements overseas in an effort to establish early market leadership before competition intensifies.
One of the most aggressive international movers has been Club Pilates, the largest Pilates franchise in the United States and part of Xponential Fitness. The brand is now present, or preparing to enter, around 20 countries worldwide. In late 2024, Club Pilates signed a major agreement to open approximately 65 studios across Mexico by 2034, marking one of its largest international commitments to date. The expansion is being led by Riser Fitness, a well-capitalized franchise group that includes former Club Pilates president Mike Gray. Additional plans announced this year include new studios across Australia, Western Europe and Southeast Asia, reflecting the growing global appetite for boutique wellness concepts.
Anytime Fitness, already the world’s largest gym franchise with more than 5,000 locations globally, has also continued to push forward with international growth. Now operating under Purpose Brands, the company opened its first gym in Dubai late last year, launching a broader rollout in the United Arab Emirates following a regional master franchise agreement. Expansion plans are also underway in Saudi Arabia, where the brand has committed to opening more than 60 gyms over the next six years. These developments build on Anytime Fitness’s existing presence in Qatar, Kuwait and Southeast Asia, while the company continues to target underserved mid-sized cities across Europe.
India has emerged as another key growth market, attracting the attention of Crunch Fitness, one of the fastest-growing gym brands in the United States. Earlier this year, Crunch signed a master franchise agreement to open at least 75 gyms across the country. The first location debuted in Noida in November, with additional sites scheduled to follow in early 2025 and beyond. Industry forecasts suggest India’s fitness market could more than double in value by 2030, reinforcing the strategic importance of early market entry for international brands.
Latin America, particularly Brazil, has also become a focal point for expansion. World Gym International recently signed a deal to open 50 locations across Brazil over the next five years, positioning the country as one of its largest global markets. Meanwhile, Gold’s Gym announced plans to enter Brazil through a master franchise agreement that will see 60 clubs open over the next decade, beginning with a flagship location inspired by its iconic Venice Beach gym. The brand is also exploring additional franchise opportunities across the wider Latin American region.
At the same time, the flow of expansion is no longer one-directional. Australian-founded fitness brands are increasingly targeting the United States, viewing the market as competitive but receptive to innovative concepts. Brands such as The Yard Gym and Strong Pilates are scaling rapidly across North America, supported by strong pre-sales performance and investor backing. Industry executives note that Australia’s highly competitive fitness environment has helped produce concepts well-positioned to disrupt the US market.
Collectively, these moves signal a turning point for the global fitness industry. As franchises compete for first-mover advantage in high-growth regions, international scale, localized execution and strong franchise partnerships are becoming central to long-term success. With demand for fitness and wellness continuing to rise worldwide, the pace of global expansion is expected to accelerate, reshaping the industry in the years ahead.
