The company’s State of Global Exercise Behaviour 2025 report examines how motivation becomes habit, and how this process can support member retention and long-term growth for fitness operators.

Drawing on anonymised and aggregated data from Myzone users across multiple countries, age groups, genders and activity types, the report looks at real-world behaviour rather than performance outcomes. It analyses patterns including workout frequency, routine formation, intensity distribution and social engagement to understand how people sustain exercise over time.

According to the report, longevity has become the most important motivator for today’s exercisers, with long-term health and achievable activity levels reshaping how and why people stay active. It argues that consistency is not a starting point, but the result of behaviours that successfully sustain motivation over time.

Myzone users complete an average of 3.5 workouts per week, a level of activity the company says is associated with longer membership duration, improved retention and stronger lifetime value. The findings suggest that sustainable engagement is driven less by high-intensity exercise alone and more by helping people embed movement into regular routines.

The report also highlights the importance of manageable effort. Across all users, 87.4% of activity takes place within light-to-moderate intensity Habit Zones, indicating that people are more likely to sustain exercise when it feels achievable and repeatable. Among users aged over 60, more than 90% of activity takes place in these zones, reflecting a shift towards health, routine and longevity rather than performance-led training.

Weekly and daily behaviour patterns also point to the role of routine in sustaining motivation. Monday is the most active day globally, suggesting a 'fresh start' effect that operators can use to anchor weekly engagement. Nearly 60% of workouts take place before midday, indicating that regular exercisers are more likely to prioritise activity earlier in the day before other demands take over.

Social connection is another key factor. The report finds that users with ten or more social connections generate 47% more activity than those exercising alone, underlining the role of community in maintaining motivation and increasing overall engagement.

For fitness operators, Myzone says the findings provide a clear route to improving retention. While new members may join a facility because they are motivated, long-term value depends on helping them convert that motivation into repeatable behaviours. Environments that support routine, manageable effort and meaningful social connection are more likely to encourage regular visits and sustained engagement.

The report also points to the growing role of wearable technology in shaping member behaviour. As consumers increasingly arrive in clubs with their own data, operators have an opportunity to support members in understanding their activity, managing effort and building routines that can be sustained over time.

'This data reveals that showing up regularly is what defines real-world exercise behaviour', said Jay Worthy, CEO of Myzone. 'If the industry wants to keep members engaged, it must prioritise designing for consistency and community. When consistency is supported, motivation follows and exercise becomes something people stick with, not something they struggle to maintain.'

Worthy discussed the role of data, wearable technology and behaviour change at the European Health & Fitness Forum, appearing on a panel alongside Jörn Watzke, senior director of Garmin Health global sales, and Ville Uronen, head of sports partnerships and advocacy, EU, at Polar.

The State of Global Exercise Behaviour 2025 concludes that lasting engagement is built through small, repeatable actions rather than occasional bursts of intensity. For operators, the report suggests that understanding how motivation becomes habit could be key to supporting long-term behaviour change, improving retention and creating sustainable business growth.

The full report is available to download free of charge from Myzone.