What You Need to Know about Health and Fitness in Latin America

Self-improvement has been gaining in popularity in recent years. Gone are the days when health and fitness were only given thought in preparation for so-called summer bodies. As a result, more people are purchasing gym memberships and looking for ways to stay physically and mentally fit.

In this Pacific Prime Latin America article, we dive into what you need to know about health and fitness in Latin America.

Fitness in Latin America: The Countries That Are Taking the Lead

Riding a wave of health consciousness and rising incomes, the fitness industry in Latin America has experienced rapid growth recently. Brazil, Mexico, Colombia, Chile, and Argentina are at the forefront.

With major domestic chains like SmartFit and Bio Ritmo, Brazil dominates as the region’s largest fitness market. International brands such as BasicFit and Sportium alongside local operators are driving growth in Mexico. Low-cost gyms appeal broadly to the expanding middle class across Latin America.

Exito Fitness is Colombia’s top gym chain. Budget gyms and specialized yoga and cycling studios have proliferated in Chile. In Argentina, national players like Megatlon Club and CrossFit gyms command significant market share.

Boutique fitness studios offering personalized classes and training are multiplying in major cities. International brands now expanding their Latin American footprint include:

• Barry’s Bootcamp
• OrangeTheory Fitness
• Crunch Fitness

Heightened health awareness, a stronger pursuit of active lifestyles, and women joining gyms have supported the industry’s growth. With rising obesity and governments advocating exercise more actively than before, the fitness sector in Latin America is poised for continued steady growth.

The Challenges That Fitness Companies in Latin America Face

Although the specific challenges fitness center operators face vary from one country to another and even within the same national boundaries, some difficulties appear to be rather universal in Latin America.

High Cost of Doing Business

High costs of operations can challenge the viability and growth ambitions of gym operators. The items that can significantly drive up the operating costs of fitness businesses in Latin America include:

• Taxes
• Import duties
• Real estate leases
• Utilities like electricity

Unreliable Infrastructure

Poorly maintained infrastructure, power outages and lack of access to properly zoned buildings make it hard to ensure facilities function reliably with lighting, HVAC, and equipment. Partial or complete shutdowns can damage the client experience and ultimately the bottom line.

Costly Imported Equipment

Tariffs levied at borders make importing quality exercise machines, weights, and other gear from top manufacturers more costly. While domestic alternatives exist, they often under-deliver on the features and durability clients have come to expect.

Short Customer Loyalty

High initial dropout rates as new members struggle to form consistent fitness habits make meeting retention goals a real challenge. Gyms must introduce flexible plans and provide extra value to engage clients long-term after brief trial periods.

Economic Instability

Currency volatility and serious inflation in nations like Argentina and Venezuela create problems for multi-year strategic planning and budgeting and hamstring growth potential. Business models must therefore withstand macroeconomic difficulties beyond industry control.

Low-Cost Competition

Budget gym chains capturing value-seeking customers with lower monthly fees, less amenities and smaller locations threaten the market share of traditional operators. Low barriers to entry intensify competitive pressures over time. Innovation is imperative to maintain relevance.

Technology and Fitness in Latin America: Wearables

The fitness wearable market in Latin America is experiencing explosive growth, driven by increasing health awareness and rising disposable incomes in the region.

Major global players that dominate the sales of fitness trackers and smartwatches in countries including Brazil, Mexico, Argentina, and Colombia with affordable devices appealing to a wide range of consumers include:

• Apple
• Fitbit
• Garmin
• Xiaomi

Local startups are also sprouting up in the market, catering to Latin fashion sensibilities and developing customized workout apps in regional languages. This localized approach helps these startups cater specifically to the preferences and needs of the Latin American market.

An obvious trend in the region is the shift from basic fitness trackers to smartwatches. In 2021, smartwatches surpassed fitness trackers in popularity, owing to their enhanced connectivity and app capabilities.

Consumers in Latin America are increasingly attracted to smartwatches’ wider functionalities and their ability to sync with other devices and apps.

Of the countries in Latin America, Brazil has the largest market for fitness wearables. With the sheer size of its population and urban middle class, Brazil is a fertile ground for the adoption of these devices.

With an increased focus on preventative healthcare, particularly for combating diseases like diabetes, the growth of the fitness wearable market in the country is unstoppable.

The younger generations in Latin America use these devices to track their steps, monitor their fitness progress, and engage in fitness challenges on social media platforms. The competitive aspect and the ability to share achievements on social media resonate well with this tech-savvy demographic.

Despite the growing popularity of fitness wearables, high prices still prevent their wider adoption in the region. To overcome this challenge, companies are exploring alternatives that offer lower price points or seeking partnerships with cellular providers to offer installment plans.

Put Your Health First with Pacific Prime Latin America

Take control of your health by securing health insurance. If you’re looking to purchase medical insurance in Latin America or are interested in customizing your benefits, Pacific Prime is here to help.

As a reputable global insurance broker, our team of experts can help you find the best retiree health insurance, travel insurance, or expat health insurance in Latin America – and everything in between! Contact us to receive impartial advice and a no-obligation quote or plan comparison today.

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Martin Lee

Content Creator at Pacific Prime Latin America

Martin is a writer and translator with over 10 years of experience. He writes articles and blog posts, creates infographics and videos, translates between Chinese and English, and more. Skilled at explaining complicated concepts in layman’s terms, Martin believes the gold standard of translation is attained when the translated text is not only accurate, but also reads like an original text. Martin holds a degree in Economics from the University of London, UK.

Since joining Pacific Prime, Martin has become even more aware of the gap between the true value of insurance products and most people’s appreciation of it, and developed a passion for demystifying and simplifying matters, so that more people get the protection they need at a cost they can easily afford.

In his free time, Martin attends concerts of various genres, and plays the violin with piano accompaniment he pre-recorded himself or played live by his niece.

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