Ezypay's Guide to Indonesia

Indonesia's health and fitness industry is experiencing significant growth, propelled by urbanisation and a rising emphasis on wellness.

Before you consider entering or scaling up in Indonesia, here's an overview of the current landscape, key demographics, and emerging opportunities in the health, fitness and wellness industries.

Welcome to Indonesia

As of 2024, Indonesia's gym, health, and fitness clubs market generated approximately $600 million USD (around Rp10 trillion) in revenue, reflecting a compound annual growth rate (CAGR) of 4.4% from 2019 to 2024. Projections indicate continued expansion, with expectations of reaching $900 million USD (around Rp15 trillion) by 2027.

This growth is driven by increasing health awareness and the prevalence of lifestyle-related health issues, prompting individuals to invest in gym memberships and wellness programs. (MarketResearch.com, The Indonesian Express, Statista).

Who attends gyms in Indonesia?

Indonesia's fitness market is predominantly driven by younger consumers. Data indicates that approximately 67% of gym-goers in Indonesia are aged between 18 and 24.

Additionally, a 2020 survey by Rakuten Insight revealed that around 32% of Indonesians aged 25–34 held gym memberships. This demonstrates a growing commitment among younger Indonesians to prioritise physical and mental well-being. (Start, The Indonesian Express, Statista, Rakuten Insight)

What does Indonesia’s health and fitness market look like?

Indonesia's fitness industry is characterised by a diverse range of health and fitness businesses. While there are approximately 100 branded big box gyms and 200–300 boutique gyms, the majority - about 85% - are local, independent establishments. HLVP (high value, low price) and other wellness type businesses (such as yoga and Pilates studios) are also popular in the region.
(dsgcp.com, Statista, Rakuten Insight)

This fragmented landscape presents opportunities for consolidation and the introduction of standardised services.

The market is also witnessing a surge in premium offerings. Innovative fitness concepts, such as luxury boutique gyms, are emerging to cater to the evolving preferences of consumers seeking comprehensive wellness experiences. Brands like FTL, Fitness First, Anytime Fitness, Golds Gym and Celebrity Fitness are already operating in Indonesia. (The Indonesian Express, Mordor Intelligence, Statista, dsgcp.com)

Health and fitness opportunities and challenges

Opportunities:

• Middle-class market: With the majority of gyms being local and independent, there's a significant opportunity to cater to the aspiring middle-class segment by offering affordable, high-quality fitness offerings.
  
  
• Digital fitness and payment solutions: The increasing penetration of smartphones and internet connectivity presents an avenue for virtual fitness classes and mobile health applications. On the whole, Indonesians also prefer to pay with digital wallets. Digital wallets account for 38% of the total POS transactions in 2024. (Statista [IMF, McKinsey & Company, World Bank; GlobalData, Worldpay])

Challenges:

• Market fragmentation: The dominance of unbranded, local gyms may pose challenges in terms of standardising service quality.
  
  
• Payment infrastructure gaps: Indonesia is working toward becoming a cashless society by launching initiatives like the Quick Response Code Indonesian Standard (QRIS) and developing cross-border payment systems with neighbouring countries.
  
  However, cash still remains a strong contender for offline and POS transactions and many (49%) of the population are unbanked (meaning they don't have or use a traditional bank account).
  
  
• Language challenges: While approximately 20% of the population speak English at home, most Indonesian’s speak Bahasa Indonesia or another language like Javanese, Sudanese, Mandarin or other local dialects. (Cultural Atlas)
  
  

Ezypay is ready for Indonesia

Indonesia's health and fitness industry is on an upward trajectory, fuelled by a young, health-conscious population and increasing urbanisation.

While the market presents substantial opportunities, especially in digital integration and catering to the middle class, addressing challenges related to market fragmentation and infrastructure will be crucial for sustained growth.

See how Ezypay can power payments for your gym or software product today.

• Recurring billing made simple: Automate subscription payments to reduce admin and strengthen cash flow.
  
  
• Solving local challenges: Support compliant, transparent collections that build trust and reduce risk around prepaid models.
  
  
• Flexible solutions for growth: From single-site studios to multi-location franchises, Ezypay scales securely, working with leading gym and wellness platforms.
  
  
• Seamless integrations: Connect to popular fitness software providers and enable local payment methods used daily by members.
  
  
• Advanced settlement: Ezypay makes it easy to settle funds to multiple accounts so you can easily split payments up between franchise locations, vendors, suppliers and more.
  
  
• Local language support: Our support team speaks the same language as your customers, improving customer service for everyone.
  
  

By addressing regional payment preferences, streamlining billing , and integrating with leading health & fitness software partners, Ezypay offers a robust solution designed to support scale and sustainability in Indonesia’s dynamic fitness market.