The One Expense South Africans Won’t Cut, Even During Inflation

As South Africans continue to battle with inflation from rising food prices, fuel prices and household expenses, many are being forced to make difficult decisions about where their money goes. While holidays, entertainment and other lifestyle expenses are often the first to be cut, yet one monthly debit order appears to be surviving the budget cuts which is the “gym membership”.

According to Statistics South Africa, gym fees increased by 20.5% between October 2024 and October 2025 . Despite these rising costs, South Africa's fitness industry continues to grow and is projected to increase from $400 million in 2022 to $600 million by 2030. 

Statistics South Africa also found that gym fees account for 5.9% of all household spending on recreation, sport and culture, placing them ahead of spending on holidays, books, toys and pet food. This suggests that, even though South Africans are struggling with inflation,  many still continue to prioritise fitness and wellness over other discretionary expenses.

So, why are South Africans paying  for gym memberships even when they  seem to be getting more expensive each year along with everything else? We spoke to an expert to understand this. 

Meet the Expert

 Jenna Rivera is the Head of Marketing at Planet Fitness South Africa. She specialises in consumer behaviour, fitness industry trends and changing wellness habits among South African consumers.

Exercise Is More than Just Being About Physical Appearance

According to Jenna Rivera, consumers are becoming increasingly intentional about where they spend their money. However, despite financial pressures, gym attendance remains strong.

"Historically, winter has often been associated with a slowdown in training activity, but that's not what we're experiencing right now," She notes. "Our clubs continue to see high daily access levels as we move into the colder months." She believes that one reason for this is that people's relationship with exercise has changed dramatically over the last few years.

"Five years ago, the conversation was often centred around weight loss, aesthetics, or getting in shape for a specific occasion," she explains. Nowadays that is no longer the case, particularly among Millennials and Gen Z. For them training is increasingly linked to better sleep, improved energy, stress management, confidence and their overall wellbeing.

The Gym as a Mental Health Sanctuary

One of the most surprising shifts is the growing role that the gym plays in supporting our mental wellbeing. Rivera says that many people are no longer going to the gym solely to improve their physical health. Instead, for some, gym has become a way to manage stress, improve mood and create routine in an increasingly demanding world.

For some people, the gym provides something even more valuable which is a sense of consistency. "One of the things I hear most often is that training provides people with a sense of control and consistency. Life can be unpredictable, but training is something they can show up for." She adds that many people see the gym as dedicated time for themselves. "For many people, it's not just about physical results. It's about having an hour in the day that's dedicated to themselves, where they can disconnect from external pressures and focus on something positive."

Why Do People Keep Paying? 

While consumers are becoming more cautious about their spending, Jenna notes that the decision to keep a gym membership often comes down to the value that the gym adds to their lives rather than the price of the membership."Consumers want to feel like they're getting the most out of every rand they spend," she explains. "That doesn't necessarily mean choosing the cheapest option."

This signifies that people are prioritising what matters to them and their wellbeing. "When something has a positive impact on multiple areas of your life, it becomes harder to view it as an optional expense" she adds. 

Why Gym Membership Prices Keep Rising?

While many South Africans are willing to keep paying for their gym memberships despite rising living costs, it is fair to wonder why membership fees continue to increase? It all lies in as consumers reassess their budgets, fitness providers are navigating the challenge of balancing affordability with increasing operational costs.

According to Rivera, Planet Fitness reviews its membership pricing annually, with adjustments guided by its pricing model, which considers the Consumer Price Index (CPI) or 10%, whichever is higher. She explains that these reviews also account for broader operational expenses, including increases in facility maintenance, equipment, technology and other costs associated with running fitness centres. Rivera says the annual reviews are intended to ensure the company can continue investing in its facilities and services while maintaining the standards members expect.

The Future of Fitness

As South Africa's fitness industry continues to grow, Jenna believes that the younger generations are helping drive a broader shift in how people think about exercise.  Rather than viewing training as a seasonal activity or a short-term goal, many consumers now see it as part of their identity, routine and long-term health strategy.

At the same time, gyms are evolving into spaces that offer more than exercise. Community, connection and shared experiences are becoming just as important as physical results. As the cost of living continues to rise, the gym's place in household budgets tells an interesting story about modern priorities. For a growing number of South Africans, the gym is no longer just a place to work out. It has become a source of routine, wellbeing and stability. Making it one of the last subscriptions that people are willing to give up.

While consumers continue to prioritise gym memberships despite inflationary pressures, gyms are facing their own financial challenges, from rising operational costs to increased investment requirements. People may be cutting back on certain purchases, but they remain willing to invest in products and services they perceive as essential to their long-term health, wellbeing and quality of life.