GenZ and corporate conventions drive gyms and sports centres

Welfare platform you go, convention with gyms and sports centres you find. If there is one constant in corporate welfare, in the most recent times of its development, it is precisely the focus on physical wellness, the in-house corporate gym or, in cases where there is none, the agreement with an external centre. Looking ahead, corporate wellness is destined to increasingly represent a driver for the sector as a whole and to grow further, given the attention paid to physical wellness by Millennials and Generation Z.

Demographic changes are driving the evolution of wellbeing across the board. In the case of Millennials and Gen Z, well-being in the workplace matters, in many cases, as much as salary. By 2034, the two generations will account for 80% of the workforce and, according to a Wellhub survey, they expect their employers to offer holistic wellness plans, with 83% believing that their well-being is as important as their salary. Employers' response comes mainly through the inclusion of agreements with gyms, sports centres, studios, in welfare platforms or by creating a company gym or space where they can exercise.

Globally, according to Wellhub's Corporate Wellness Report 2025, this sector is worth USD 70 billion, is constantly growing and will reach USD 106 billion by 2029. In Italy, the fitness market is valued at around 3.1 billion euro, with over 7,500 active centres and 5 million members. Driving it in our country too, according to the report, seems to be corporate wellness, i.e. that part linked to corporate welfare and conventions. In the Wellhub Report, 600 operators with corporate wellness partnerships were interviewed, including gym directors, sports facilities and App owners in 10 countries, including Italy. According to the survey, corporate wellness partnerships are surpassing traditional growth channels, with 89% of respondents reporting increased customer loyalty acquired through partnerships with corporate wellness platforms. 84% of operators believe these alliances are effective in acquiring new customers. 83% say that corporate wellness is crucial or very important for their growth. 73% report increased profitability, with 20% noting significant improvements. In Italy, increased profitability is reported by 67% of operators and improved loyalty by 95%. 88% say that partnerships with corporate wellness platforms are helpful in acquiring new users, and just over half (53%) say that high-level support from partnerships with corporate wellness platforms is the third most important loyalty-building factor, after regular organisation of challenges or events (58%) and integration into company benefits (58%). For operators, this is a way to fill even off-peak hours and to optimise the use of facilities, reducing downtime and overhead costs for each individual customer. Add to this the increase in customer lifecycle value: customers acquired through corporate channels not only stay longer, but are also more likely to upgrade their subscription, which translates into higher monthly revenues for each corporate customer.

The fitness industry "is transforming, offering unprecedented opportunities for fitness and wellness operators, from large gyms to full-service health clubs to boutique studios and digital apps," explains Daniel Mazini, EVP Partnerships & New Ventures at Wellhub. "Research confirms that corporate partnerships are vital to this transformation, enabling operators to tap into new revenue streams and connect with motivated customers seeking wellness solutions through their employers," he adds.

Steady income from corporate contracts fuels operators' confidence, so much so that 83% plan to open new physical locations next year, while 69% intend to expand internationally. And confirming that corporate clients represent a competitive advantage for the fitness industry are some important findings from the report: 48 per cent of gym owners reported an improvement in cash flow, while 36 per cent experienced a reduction in the cost of acquiring new users.