Book a Demo

Powered by

Digital Fitness Membership Report: What Top Creators Do Differently in 2025

You're likely leaving serious money on the table
without even realizing it.

*The digital fitness market is on track to hit $15.7 billion by 2026, growing at 21.6% annually. But it’s not growing evenly. A small group of creators are pulling ahead; earning more, retaining longer, and scaling smarter. We analyzed 991 memberships with 672,000 active subscribers to uncover exactly what the top performers do differently.

We dug into the data to see how top fitness creators turn memberships into consistent revenue.

672k
active subscirbers

991
Fitness, Yoga, & Pilates memberships

Follower 1 new-follower-icon
Follower 2 new-follower-icon
Follower 4 new-follower-icon
Follower 5 new-follower-icon
Follower 2 new-follower-icon
Follower 3 new-follower-icon

Predictable revenue isn’t luck.

It’s the result of loyal, returning members. Once members join, they stick around, spending an average of 16 months subscribed at about $25/month.

Follower 1 new-follower-icon
Follower 2 new-follower-icon cancelled-icon
Follower 4 new-follower-icon
Follower 5 new-follower-icon cancelled-icon
Follower 2 new-follower-icon
Follower 3 new-follower-icon

Creators with a clear niche and focused offer grow faster

Your membership doesn’t need to be their only one, it just needs to serve a purpose. 63% people subscribe specifically to fitness apps, making them the most popular category. 34% also pay for personal development apps, 26% for nutrition apps, and 23% for meditation apps.*

29%5-Figure Revenue
13%6-Figure Revenue

Fitness creators on Uscreen generated $103.7M in 2024 alone

Uscreen’s yoga, pilates, and fitness customers add up to $103.7 million revenue in 2024.
29% of them hit five figures per year. 13% have crossed into six-figure territory.

Two out of three fitness creators turn profitable within four months

Creators are not waiting years to see results — just a clear offer, the right tools, and a focused audience is often all it takes to start earning sustainably.

Predictable revenue isn’t luck. It’s the result of loyal, returning members

Once members join, they stick around, spending an average of 16 months subscribed at about $25/month.

Your membership doesn’t need to be their only one, it just needs to serve a purpose.

63% of people subscribe specifically to fitness apps, making them the most popular category. 34% also pay for personal development apps, 26% for nutrition apps, and 23% for meditation apps.*


People crave flexibility; they want both in-person and online fitness options

Hybrid fitness (combining digital and in-person workouts) grew by 41% between 2020 and 2022. Most users now prefer a 60:40 split between in-person and digital training.


What makes members hit "subscribe"
(and stay subscribed)

There are many levers top creators pull to propel their memberships forward, faster. Among the highest-impact levers are: community, non-subscription offers, TV & mobile apps, and more. Here’s how to optimize each variable to your advantage.

New routines = new habits. Time your launch right, and you’ll grow faster

The biggest spikes happen at year-end and January (hello, New Year's resolutions!), with additional jumps in August and September as summer winds down in the Northern Hemisphere.

Trial-to-paid conversion is highest in fitness (63.7%), nearly 12% higher than other industries. Pilates & Yoga follow close behind.

On Uscreen, fitness, Pilates, and yoga memberships have the highest trial-to-paid conversion rates of any category.

Even if they bounce, fitness, pilates, and yoga trial users are nearly twice as likely to come back

Our data shows fitness, yoga, and pilates memberships see nearly 2x higher return rates compared to other niches. Why? These memberships align with personal goals, and that motivation doesn’t disappear overnight.


Testimonials

Built on Uscreen

Body Barre

"I've been able to maintain over a thousand subscribers for almost three years without any paid ads, all organic. And I think having such an engaged community — and making sure I launch something new every single month to keep them excited — has really been the reason why."

MRR: $10,500

3 TV & mobile apps

7,500+ Active Members

Natalie Rose

Body by Barre

Community creates the kind of loyalty that content alone can’t

We studied the habits of millions of fitness, yoga, and pilates subscribers and the pattern is clear: members stay when they feel part of something, when they make progress, and when your content fits how they live.

Fitness, pilates, and yoga memberships retain users longer than any other category

Fitness, pilates, and yoga memberships consistently outperform other industries in retention—month after month. By month 6, they retain nearly 10% more users, and the gap widens over time.

The more your membership fits their routine, the longer they stay

The average six-month retention rate across fitness memberships is 40.7%. That’s 10% points higher than in other industries. Among yoga, pilates, and fitness, yoga has the highest retention rate at 43%, while Pilates has the lowest at 28%.

Fitness creators are doubling down on community to boost long-term retention

Nearly 1,000 fitness creators on Uscreen have enabled community features, and adoption is especially high in fitness (49%), yoga (44%), and pilates (31%).

When you add community to your membership, engagement becomes instinctive

Compared to all other industries which average 8.06%, community engagement rate is 17% for pilates, 16% for yoga, and 13% for fitness.

Members who engage with community stick around two months longer on average

Among cohorts from the first half of 2024, users who engage with the community have a lifetime of at least two months longer than those who do not.

Community boosts 3-month retention by up to 50%

Fitness and yoga users who engaged with community have up to 50% better 3 month retention than users who didn't.

Testimonials

Built on Uscreen

Laura Wilson - Natural Pilates

"The community features are fantastic. Our members can connect with each other, ask questions, and really feel like they're part of something special. It's not just about the workouts; it's about the connection. Uscreen has given us the tools to foster that sense of community, which is so important to us” 

48.2% MRR growth

4 TV & mobile Apps

21.2% member growth

Laura Wilson

Natural Pilates TV

Calendars and workout streaks turn habits into loyalty

When members can track progress and build streaks, they stay more engaged. Fitness and yoga creators lead in using tools like calendars and challenges, which help turn routines into habits and habits into long-term retention.

Fitness, pilates, and yoga creators use Calendar to turn routines into habits for their members

Calendar is a Uscreen feature that empowers you and your members to see a predefined schedule of videos from the convenience of the mobile apps or website.

With 28.4% of fitness and 26.3% of yoga memberships using the Calendar feature, these memberships are leading the way in turning good intentions into real routines. When members can schedule their workouts, they’re more likely to stick with them.

Streaks is most popular among yoga and fitness memberships

Uscreen’s Streaks feature shows how many days in a row a member has shown up and stayed consistent. It’s a simple way for members to stay motivated, track their progress, and build a habit that sticks.


Yoga and fitness membership owners have the highest Streaks adoption rates — 69.4% and 49.6% respectively — far surpassing other niches. This proves that creators in routine-based categories are more likely to use habit-forming tools to deepen member engagement and encourage consistency over time.

Memberships with Streaks have 6% higher member stickiness

Stickiness, a metric that divides DAU by MAU to measure user loyalty, is about 6%higher for stores that enabled streaks.

*DAU (Daily Active Users) and MAU (Monthly Active Users) are used to track how frequently members return. The closer the numbers, the stickier your membership.

It’s not just creators, members too love using tools like Calendar and Streaks

Yoga stores see 23.38% higher watch time with calendars, and 36.76% higher with streaks. Fitness stores see 14.76% higher watch time with Calendars, and 13.35% higher with Streaks.

Testimonials

Built on Uscreen

Felicity Wood Yoga

“My library has over 500 classes, so when a new member joins, it can be overwhelming. But now, they just check the calendar, see it’s Monday, and jump into that class. It removes the decision fatigue.”

43% Member growth

2 Mobile apps

28.2% Paid member growth

Felicity Wood

Felicity Wood Yoga

Make it easy to show up with TV & mobile apps, and your members will

Members who can watch on their own terms, especially through mobile and TV apps are more likely to stay. It’s not about how much content you have, but how easily it fits into their day. The more accessible your workouts, the stronger your retention.

Members stick around longer when workouts are easy to watch

Fitness and yoga users have better retention rates when they watch on Apps, especially TV apps.

Apps more than double 12-month retention for fitness memberships

Over 12 months, fitness memberships with apps retain 94% more users than those without.

For yoga & pilates memberships, apps improve the 12-month retention by 30%

For yoga and pilates memberships, apps boost 12-month retention by 30%, helping members stay consistent and committed over the long term.

Members who use apps engage significantly more with their community

Fitness app users engage with community features 140% more than web users — and those who use both platforms are 272% more engaged than web-only users.

Yoga app users show 128% more community engagement than web users, while cross-platform users are 255% more engaged than web-only.

Testimonials

Built on Uscreen

Find What Feels Good - Adrienne

"Since we launched the Uscreen apps, we've seen our churn dramatically decrease. It's a cohesive experience now, and it inspires confidence in our community to stay with us. Having our own app feels personal and intimate because it's something our members can take with them.”

65% content consumed via Apps

8 TV & Mobile apps

46,000 Active Members

Adrienne Mishler

Find What Feels Good

Inside the playbook of the best fitness memberships

There’s no one-size-fits-all formula but we studied the top fitness memberships and found clear tell-tale signs among them.

You don’t need a huge audience, you need a loyal one

Fitness creators reach 1,000 active subscribers in about 12.6 months on average. With members paying $20/month and staying for 16 months, a few hundred subscribers can generate meaningful, recurring income.

From merch to coaching, the best creators build beyond subscriptions

Adding complementary offers, even small one, can give your revenue a meaningful boost without burning you out. Think coaching sessions, digital programs, merch, or one-time purchases.

These all contribute to your Gross Merchandise Value (GMV), which is the total revenue from everything you sell beyond just subscriptions.

On Uscreen, creators earn the following portion of their annual GMV from non-subscription products: Pilates creators (8.5%), Yoga creators (5.6%), Fitness creators (2.4%).

Creators who price their subscriptions higher have the best YoY growth

Successful fitness creators price with intention — aligning their plans with their content and audience. Whether low-cost or premium, pricing shapes growth, and $20/month is a solid benchmark to build from.

Adding annual plans for your membership increases retention by at least 3 months

Annual plans encourage members to stay longer and engage more consistently—while giving you more stable, predictable revenue. If memberships offer annual plans, they can increase three-month retention by approximately 4%.

Creators who offer 2-4 pricing plans drive the highest conversion rates

Memberships with 2–4 pricing options strike the ideal balance: they give users enough flexibility to choose without causing decision fatigue. Fewer than two can feel too limiting, while more than four often overwhelms.

It’s not just subscription, members happily pay for add-on services too

Fitness and yoga creators (combined) offer more subscription upsells than any other industry. When they do, their members are two-thirds more likely to accept the offer with a 10.5% conversion rate compared to 6.2% in other industries.

But, people want to see the results first, and then pay when it comes to fitness memberships

Fitness, pilates, and yoga have better trial to pay conversion rates when compared to other industries.

Offering a 7-day free trial drives the highest conversion

Free trials work best when they’re brief—7 days or less tends to drive the highest conversion, giving users just enough time to feel the value, without delaying their decision.

Your first step doesn’t have to be big, it just has to be focused

The data is clear: memberships work when they’re intentional, flexible, and designed to help people build habits. You don’t need a giant following or a full content vault. You just need a clear niche, a few great videos, and a system that supports the experience people want.


So here’s your move: Choose one audience. Build a simple offer. Pick the right tools to support your content and community. Then launch—imperfectly, but intentionally. Because the best time to start a fitness membership isn’t when everything’s ready. It’s when your audience is ready—and they already are.




*https://www.exercise.com/grow/fitness-app-statistics/
*https://www.statista.com/statistics/1350042/health-and-fitness-digital-paid-subscribers-us/
*https://www.kantar.com/north-america/inspiration/research-services/how-willing-are-consumers-to-pay-for-health-and-fitness-apps-pf
*https://wod.guru/blog/gym-membership-statistics/

The top takeaways

Apps drive 2x more content consumption

Audiences spent 1.5B minutes watching on apps — nearly twice as much as the 871M minutes on web.

App users log in more — and stay longer

Compared to web, app users log in 63% more often and spend 78% more time.

Cross-platform = 3x more community engagement

People who use both web and apps are 220% more engaged with community features than web-only users.

TV app users show up live

TV app users attend 154% more live events than web users — and 105% more than mobile.

Subscribers with app access stay 43% longer

People who use both web and apps stay subscribed significantly longer than those on a single platform.

Annual plan purchases are 2x higher with apps

Subscriptions with apps see 121% more annual purchases than those without.