In January 2024, fitness centers across the country posted a notable rise in turnover, climbing by 19 percent from the same month a year earlier. This trend was reported by Kommersant, drawing on materials from the Control Index. Authorities and analysts point to the continued appeal of gym memberships and structured fitness programs as key drivers of this growth. The data suggests a shifting consumer mindset toward regular, scalable workouts and more flexible payment options in the health industry. This momentum is being watched closely by market observers who track consumer spending in wellness services.
Analysts highlight a 10 percent uptick in season ticket purchases and a 9 percent rise in the average bill, both contributing to the observed revenue expansion. These indicators reflect an increased willingness among customers to commit to longer-term access and higher-value services, reinforcing the role of membership models in sustaining revenue. Market participants view this as a sign of growing confidence in gyms and fitness clubs as essential components of daily life, rather than occasional amenities.
Industry revenue for the month reached about 1.47 billion rubles, marking a 10.5 percent year-on-year increase according to the National Fitness Society. Experts attribute this climb to the popularity of subscription-based pricing and a rising consumer interest in new forms of education and training. The shift toward ongoing, structured programs appears to be reshaping consumer expectations—people want more predictable costs and clearer progress tracking as part of their fitness journey. This trend also aligns with broader retail patterns where consumers seek comprehensive wellness solutions rather than single, isolated purchases.
In the retail sector for sporting goods, the average purchase grew by 14 percent. Analysts attribute this rise to a larger share of the population engaging in sports activities, as well as the expansion of home and garden infrastructure that supports outdoor and at-home fitness. The change signals a healthier domestic demand environment for athletic gear and related equipment, with consumers investing in both wellness experiences and the tools to pursue them at home or in the community.
Nevertheless, the sporting goods segment faces a slow pace in import substitution due to limited product assortment. Experts describe the niche as one of the most underserved in the market, with many gaps remaining in available options and brands. This slower substitution effort underscores ongoing supply chain frictions and the need for a broader catalog of domestically produced alternatives to meet consumer demand. Industry observers expect continued attention to diversification of suppliers and product lines in the near term.
Earlier in the year, demand for sports and tourism products in Russia showed an upswing, reflecting a broader interest in active lifestyles. Consumers were increasingly seeking gear and experiences that support outdoor recreation and travel, aligning with a trend toward healthier living and adventure-oriented weekends. Retailers responded by highlighting seasonal assortments and promotional campaigns designed to stimulate interest during peak shopping periods.
When Russians were asked about their preferred winter activities, many highlighted a mix of traditional and modern options. Favorite activities included skiing, snowboarding, ice skating, and snowshoeing, alongside emerging interests in fitness events and indoor training options that accommodate colder weather. The responses point to a durable enthusiasm for seasonal sports while also embracing convenient, indoor alternatives that keep people active year-round. Market suppliers are taking note, expanding product lines and service offerings to cater to this diverse appetite for winter wellness. The overall picture suggests a resilient market where affordability, variety, and accessibility shape consumer choices in fitness and sports goods. Observers continue to monitor how payment models, product availability, and lifestyle trends intersect to influence spending on health and recreation across the country, with an eye on evolving consumer preferences and macroeconomic conditions.