Chapter 7: Digital Transformation in the Fitness in Italy

In Italy, there are an estimated 8,000 active clubs fitness with approximately 5.5 million registered practitioners. In March 2020, a survey was performed by International Fitness Observatory (IFO) on over 6,700 Clubs throughout Italy and published in about 100 newspapers. Here is a brief summary of the situation in Italy. If we look at the club type in Italy, there are many ‘single’ clubs (over 59%), 12% belong to some groups and few franchises, as well as a good portion (almost 30%) of small studios (Pilates, Yoga, etc.). They have a long-lasting history, consolidated over time: over 57% are over 10 years old and around 30% between 2 and 10 years old and only 3% are at the beginning of their adventure. In many cases, the owner does almost everything: 27% do not have a reception and 33% have only one. About 59% do not have a commercial consultant and 56% do not have external consultants.