European health club operators enjoyed strong penetration growth in 2014, with low cost clubs continuing to lead the way, according to the new European Health & Fitness Market Report published by EuropeActive and Deloitte.

The annual research report found there were 50.1 million members in European health and fitness clubs at the end of 2014 – an increase of 9 per cent compared to the previous year. Despite this, overall revenue grew by only 4 per cent to around €26.8bn (US$29.3, £19.6) in 2014, suggesting that memberships priced below the market average proved the most popular.

The march of the budget gyms is a familiar theme for the European market, with low cost chains having enjoyed substantial growth in recent years. In the UK, for example, Pure Gym, Xercise4Less and The Gym Group were all recently named among the country’s 50 fastest growing businesses.

Commenting on the key findings from the new report, Deloitte partner Karsten Hollasch said: “The higher membership growth compared to total revenues underlines the ongoing market trend to broaden the fitness offering also in terms of discount fitness.

“For me this is clearly a sign that the markets have matured and have proven to adapt to the variety of the demand of the members”.

The main findings of the study will be presented by Hollasch on 8 April 2015 during the European Health & Fitness Forum at FIBO in Cologne.