It is not necessary to perform a deep examination of society to warn that fitness is a trend in Argentina. However, the reasons that explain this phenomenon are less obvious, and can constitute valuable information for both gyms and training operators. Under this premise, Mercado Fitness prepared the report What does the client want?where health emerged as the priority for 29% of women and for 27.2% of men.
However, some nuances and particularities are discovered when disaggregating the data. Guillermo Velez, responsible for the report and organizer of the Exhibition Mercado Fitness 2025, argues: “While men are mostly oriented towards physical and sports performance, women tend to prioritize aesthetics.” The category Improve physical condition / resistance obtained ten more percentage points among the first (25.8%) than among the second (15%); and the option tone and define It was chosen by 24.3% of women, when among men the percentage was 16.7%.
By ages, the panorama also varies. Children under 25 train above all to increase their attractiveness and to improve their sports performance: in this segment the two aforementioned categories reached 53% of respondents, and only 17.7% indicated that they train to reinforce their health. In contrast, the item Improve health in generatingl was the most chosen by those over 50 (39.4%), who pondered mobility and recovery over physical appearance.
The report not only exposes the reasons that lead people to train, but also reveals what customers value when choosing a gym, as well as the factors that favor their permanence.
In this sense, one of the most significant data is the preponderance of the proximity with respect to the price: 45.75% of the users consulted choose gym according to the location. Only in fourth place the values of the rates and the existence of promotions appear, with 17.52% of the votes. Quantity and quality of equipment (30.8%) and schedules (23.88%) occupy the second and third place.
As for training preferences, the use of free weight leads the elections both between men (56.07%) and in women (42.48%), closely followed by muscle machines. However, while men show a preference very marked by strength work, women diversify their options, with greater weight for pilates and collective classes. In those over 50, the presence of functional training, pilates and swimming increases.
A market with space to grow
Argentina is the country with the greatest penetration of fitness culture throughout Latin America. 7.8% of the population practices some activity in gyms, clubs or studies, and the percentage amounts to 8.9% if segments such as Pilates or Yoga are taken into account. Now, it would be a mistake to consider that the sector reached its roof: Velez indicates that in countries like the US or the Scandinavian territories this level of adhesion is around 20%, mainly thanks to the high level of per-capital income that exists in those nations
Following this line, he affirms that the economic challenges of Argentina can be an obstacle to the development of the industry, but also clarifies that the country has a differential that helps twist the balance: “Our coaches have exceptional professional quality, valued globally. Such is so that the Exhibition Mercado Fitness summons more than 10,000 visitors throughout the region”.
From these and other data collected, the report What does the client want? It aims to meet a double objective: spread the potential of a booming sector and function as a guide for gyms and professionals to accompany Argentines in their search for well -being
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
