A key regional hub in Southeast Asia, Thailand is home to a growing and dynamic health and fitness industry. Bolstered by a strong wellness and medical tourism sector, increasing health awareness, and an expanding urban middle class, Thailand is positioning itself as a hotspot for wellness and fitness innovation.

Before you consider expanding your business into Thailand, here's an overview of the current landscape, key demographics, and emerging opportunities in the health, fitness and wellness industries.

Who attends gyms in Thailand?

Thailand's gym-goers are primarily younger, urban professionals. Approximately 65% of gym members are aged between 18 and 34, with higher participation in major cities such as Bangkok, Chang Rai and Chiang Mai - and island cities like Phuket.

Thailand also has a strong international fitness community, particularly in regions with high tourism activity. Fitness tourism, such as Muay Thai camps and yoga retreats, adds further dynamism to the market. (TAT News.org, 2023)

A 2023 YouGov survey found that 41% of Thai millennials reported engaging in regular fitness activities, indicating strong demand for gym memberships and digital fitness content. (YouGov, 2023)

Thailand’s growing gym market

As of 2024, Thailand’s gym, health, and fitness club market is estimated to be worth around USD 0.7 billion (THB 25.2 billion) and is forecast to reach approximately USD 1.1 billion (THB 39.6 billion) by 2027, supported by a compound annual growth rate (CAGR) of 5.2%. (Statista, 2024)

This growth is fuelled by heightened health consciousness, government-led wellness initiatives, and Thailand’s increasingly globalised consumer base. Fitness and wellness are no longer niche markets – they are a lifestyle choice for a growing number of citizens and expats alike. 

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

Thailand's fitness industry includes over 1,200 gyms and wellness studios, ranging from premium fitness centres, to local community gyms and traditional martial arts academies. Thailand also sports a large percentage of boutique and single site fitness and wellness centres.

Approximately 70% of the market is made up of independent or family-owned gyms. However, some well-known HVLP (high value, low price) chains such as Jetts Fitness, Fitness First, Anytime Fitness, and Virgin Active are also prevalent in Thailand. (Bangkok Post, 2023).

Boutique fitness is on the rise, with a growing appetite for specialised offerings such as spin studios, CrossFit, and reformer Pilates. Many gyms now offer hybrid memberships with in-person and online access.

Digital platforms are playing an increasing role in gym management and customer engagement, reflecting the tech-savvy nature of Thailand’s younger population.

Health and fitness opportunities and challenges

Opportunities

• Rising middle-class demand: With increasing disposable income and a cultural shift toward wellness, there is strong potential to offer affordable, high-quality fitness options tailored to the urban middle. (World Bank,  2023).
  
  
• Digital fitness solutions: With online banking penetration projected to hit 61.23% by 2025, digital platforms are becoming essential. Mobile payment apps like TrueMoney Wallet, PromptPay, and Line Pay dominate consumer transactions. (Statista, 2025).
  
  
• Wellness tourism: Thailand is a global wellness destination. Hotels, gyms, and studios can create integrated experiences by tapping into the wellness tourism boom. (Global Wellness Institute, 2025).

Challenges

• Payment system fragmentation: While mobile wallets are popular in metropolitan areas, cash remains dominant in rural areas. Businesses must offer flexible, omnichannel payment methods to reach broader segments and customers. (McKinsey, 2025).
  
  
• Competitive landscape: With many new boutique gyms and wellness ventures emerging, standing out requires tech-driven service, consistent customer experiences, and seamless payment infrastructure.

Ezypay is Thailand-ready!

Thailand’s fitness and wellness industry is entering a new phase of innovation and growth. With a young, tech-savvy population and increasing digital financial inclusion, the environment is ideal for subscription-based health and fitness services.

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 Thailand’s dynamic fitness market.