Flexibility Is the New Fitness

Gym membership growth in Europe remains strong. A 2025 report by EuropeActive and Deloitte noted that European memberships rose from 67.7 million in 2023 to 71.6 million in 2024, while total revenues climbed to €36 billion. Yet even with this growth, only 8.9 % of Europeans hold a fitness club membership—far below the 25 % penetration seen in the U.S. This gap highlights huge potential, but also shows that long‑term contracts aren’t resonating with most Europeans.

The Nordics offer a clue why. Norway and Sweden’s 22 % penetration and Finland’s 17.2 % penetration show that when memberships align with people’s lifestyles—mixing gym access, group classes and recovery options—people are more willing to commit.

The Rise of Hybrid & Digital Fitness

Traditional gym memberships alone won’t satisfy modern members. Europe’s digital fitness market is projected to exceed €14 billion by 2025, growing at 34.7 % CAGR, and nearly one in three Europeans already uses digital fitness solutions. More importantly, over 75 % of members now combine digital and in‑person workouts. Gyms that don’t offer digital options risk losing up to 30 % of their members. In other words, flexibility has become the baseline.

Gen Z illustrates this shift perfectly. A global study of more than 4,000 young people found that 64 % strongly agree they like to choose different workouts, and 72 % of regular Gen Z exercisers already take a hybrid approach—training both in and outside the gym. Those who blend live and digital workouts are 40 % more likely to remain members for three or more years and perform 67 % more workouts per week than gym‑only members. Even among non‑exercisers, 68 % want to start at home first, making high‑quality digital options essential.

Why Flexibility Matters in Finland

Finland has long been a nation that values movement and outdoor activity. Yet even here, life is busy: remote work, commuting between Helsinki and other regions, unpredictable winters. A one‑size‑fits‑all gym membership doesn’t always work. That’s why flexible models are catching on. They let you choose a strength class near the office on Monday, a yoga session by the sea on Wednesday, and a sauna recovery near home on Friday—all under one membership.

This approach aligns with Finland’s high participation rate: with 17.2 % of the population already holding gym memberships, adding digital and hybrid options can help the other 82 % find a more accessible entry point. As the European report notes, Norway and Sweden’s 22 % penetration shows what’s possible when fitness offerings are flexible and diverse.

How Fit+ Brings Flexible Fitness to Life

Fit+ was designed to meet the needs of today’s Nordic lifestyle. Instead of locking you into one gym, Fit+ connects you to a network of gyms, studios, recovery spaces and digital classes across Finland and beyond.

Want an early‑morning HIIT class in downtown Helsinki? A lunchtime sauna session? A virtual strength program during a business trip? It’s all in one app. Memberships are flexible, with monthly plans and the ability to pause or switch options—so you never pay for what you don’t use.

Flexibility is the new fitness—especially in the Nordics, where active lifestyles and technological adoption go hand in hand. By offering a mix of in‑person, digital and recovery experiences, Fit+ helps you stay consistent, engaged and healthy, no matter how busy life gets.