About this episode

The episode discusses the emerging fitness market in Latin America and its potential for growth.

Welcome to LIFTS (Latest Industry Fitness Trends & Stories), where we explore the future of fitness, wellness and human performance. While much of the fitness industry's attention remains focused on North America and Europe, one of the world's biggest growth opportunities is emerging across Latin America. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Maria Gonzalez, CEO of ClubFitness and Board Member of the Health & Fitness Association (HFA), to explore why Latin America is becoming one of the most exciting fitness markets in the world. With gym penetration averaging just 2.15% and the market forecast to reach $7.5 billion by 2029, Maria explains why the region offers enormous potential for operators, investors and entrepreneurs. From the rise of Smart Fit and the HVLP model to the enduring strength of independent gyms, she shares the unique characteristics driving growth across Latin America. The conversation also explores why community remains the industry's greatest competitive advantage, how innovation often emerges from constrained markets, and what fitness businesses around the world can learn from the entrepreneurial spirit shaping the region…

People in this episode

Hosts: Matthew Januszek, Mohammed Iqbal

Guest: Maria Gonzalez

Topics covered

• Latin America fitness market
• gym penetration
• community advantage
• entrepreneurial spirit
• growth opportunities

Keywords

• fitness market
• Latin America
• gym penetration
• Smart Fit
• community
• entrepreneurs
• growth opportunities

Mentioned in this episode

Organizations: ClubFitness, Health & Fitness Association (HFA)

Places: Latin America

More episodes of Escape Your Limits & LIFTS

• LIFTS Episode 132 – Inside Athletech New York: How the Best Fitness Brands Are Adapting | LIFTS Live in New York · July 12, 2026 · 1h 6m
• LIFTS Episode 131 – Inside Athletech New York: The Biggest Ideas Shaping Fitness LIFTS LIVE in New York · July 5, 2026 · 1h 25m
• LIFTS Episode 130 – The CEOs Rebuilding Fitness | Leadership Lessons from the Industry's Biggest Transformations · June 28, 2026 · 38 min
• LIFTS Episode 129 - Wall Street's Fitness Investment Playbook: What Builds Value & What Kills Deals | with Aarti Kapoor · June 21, 2026 · 51 min
• LIFTS Episode 128 - One PhD. 5.5M Members | Retention Science That Could Change the Industry | with Dr. Paul Bedford · June 14, 2026 · 55 min
• LIFTS Episode 127 - The HYROX Effect | Will Every Gym Need a Strategy to Survive? · June 8, 2026 · 47 min

Explore listener stats, chart rankings, contacts and more on the Escape Your Limits & LIFTS podcast page.