Based on aggregate data from gyms using GymProHub, here's what we're seeing in the Nigerian fitness market.
Membership growth by city
- Lagos: +24% YoY, driven by Victoria Island + Lekki gyms
- Abuja: +19% YoY, with a strong shift to specialty studios (yoga, pilates)
- Port Harcourt: +18% YoY, dominated by traditional strength gyms
- Ibadan: +15% YoY, growing hybrid gym+physio spaces
Pricing benchmarks
Median monthly membership across Lagos gyms: ₦15,000. Quarterly: ₦40,000 (11% discount vs monthly). Annual: ₦140,000 (22% discount vs monthly).
Payment method mix
- Paystack card: 58%
- Bank transfer (manual): 27%
- Cash at reception: 10%
- POS: 5%
Cash is dying fast (was 34% two years ago).
What's growing
- Class bookings — up 3x in 12 months. Members expect to reserve, not walk in.
- Personal training — up 40%. Members want individual programs.
- Member portals — up 5x. Members expect self-service.
What's shrinking
- Paper waivers — down 78%.
- Physical membership cards — down 65% in favour of QR codes.
- Cash payments — down 30%.