Gyms, fitness studios & yoga centres competitor analysis
Criteria, weights, features, KPIs and sources for analysing competitors of gyms, CrossFit boxes, yoga studios, pilates studios, martial arts academies, online fitness coaches.
Fitness customers choose within a small radius of home or work, but they also compare you with app-based workouts and big-box chains running aggressive annual offers. Churn, not signups, is where most studios win or lose.
This template weights membership value, trainer quality, equipment and facilities, community and retention signals, so you can see who keeps members, not just who sells memberships.
What decides who wins
Score every competitor from 0 to 10 on these criteria. The weights are a starting point; adjust them to what your customers say matters.
| Criterion | Weight | What to look at |
|---|---|---|
| Membership price & flexibility | 18% | Monthly vs annual pricing, freezes, trial options |
| Trainer quality | 18% | Certifications, personal training, attention on floor |
| Equipment & facilities | 16% | Equipment range, maintenance, showers, space |
| Community & classes | 14% | Group classes, events, member retention |
| Location & hours | 12% | Distance, 24/7 access, parking |
| Reviews & reputation | 14% | Rating, complaints about crowding or billing |
| Digital experience | 8% | App, class booking, progress tracking |
Features and offers to compare
Mark each competitor yes, partly or no. Critical items missing from your offer are the first gaps to close.
- Free trial / day pass (Critical)
- Group classes (Important)
- Personal training (Important)
- Membership freeze (Important)
- Diet / nutrition coaching (Important)
- Mobile app & class booking (Important)
- 24/7 access (Nice to have)
- Women-only slots or area (Nice to have)
- Sauna / recovery zone (Nice to have)
- Corporate memberships (Nice to have)
Where to find your competitors
- Google Maps 'gym near me' and 'yoga classes near me'
- Fitness aggregator apps in your market (ClassPass, cult.fit, Fitternity and similar)
- Instagram and YouTube trainers selling online programmes to your audience
- Corporate HR teams nearby: ask which gyms they already partner with
Well-known players in related categories
Larger brands your customers may compare you with. Listed for research only; inclusion does not imply they compete with you.
- Fitness chains & apps: cult.fit, Planet Fitness, Anytime Fitness, Gold's Gym, Equinox, PureGym, Snap Fitness, Peloton
KPIs to benchmark
- Monthly and annual membership prices, including joining fees
- Peak-hour crowding mentioned in reviews
- Class timetable breadth per week
- Trainer-to-member ratio (ask or estimate)
- Google rating and review velocity
Five Forces snapshot
Typical pressure in this market. Your local situation may differ; rate it in the Five Forces tool.
| Force | Typical level |
|---|---|
| Competitive rivalry | High |
| Threat of new entrants | Medium |
| Threat of substitutes | High |
| Bargaining power of buyers | Medium |
| Bargaining power of suppliers | Low |
Estimating market share
For this industry, review counts are usually the most practical public proxy for share. Use the same source for every business and read the result as a share of the businesses you track. See how to estimate market share and HHI.
Mistakes to avoid
- Comparing headline monthly prices without joining fees and lock-in terms
- Ignoring at-home and app-based substitutes
- Measuring signups but not renewals