Fitness & Wellness Expansion

Find your next club location before you sign the lease.

Score any address on catchment demand, competition by format, permit fit and rent - built for destination businesses where cycling distance beats foot traffic.

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Interior of a modern gym with open training floor and natural light

Today's Process

How gym locations get chosen today.

Drive-bys and gut feel.

Sitting in front of a site and observing - counting cars, watching who walks past, trusting instinct built on the last club that worked.

A spreadsheet nobody can audit.

A weighted-scoring model one person owns. Weights get tweaked to justify the preferred site. No version history, no second opinion.

Broker data built for retail.

Footfall is the headline metric - but a gym is a destination, not an impulse stop. The data answers the wrong question.

The Score

What Shareloc scores for fitness.

Catchment demand

Population aged 18-50 within 10 and 15 minutes by cycling, walking and driving. The real reachable member base per address, not city averages.

Competition by format

Every club in the catchment, tagged budget, boutique or premium. A budget gym is not a premium club's competitor; the score reflects that.

Permit & zoning fit

Whether fitness use is permitted at the address or a permit change is required. Flagged before you sign, not after.

Cannibalisation

Catchment overlap between a candidate site and your existing clubs, in percent.

Growth trajectory

Projected residential growth in the catchment over three years.

Rent vs. potential

Asking rent against the realistic addressable member base, so an attractive street doesn't hide an unaffordable unit.

Case Study

Two clubs, 1.6 km apart. Which model wins?

A premium fitness operator asked us to analyse two of their live clubs in Eindhoven - same brand, different formats, 1.6 km apart. Shareloc scored both at the address level: 77 vs 79 out of 100. The city-centre club wins on raw catchment - the larger reachable member base within a 10-minute bike ride - and transit access. The newer club wins on growth trajectory, lower competitive pressure and parking. The analysis also flagged a 39% catchment overlap between the two - the number that tells you where the third club should not go. We then validated predicted member ramp against actual performance.

Eindhoven expansion analysis — catchment map comparing two shortlisted locations with cycling radius overlays — Catchment overlap and cycling reach - both locations mapped side by side

KPI comparison table — City Centre vs Creative Quarter, showing demographic, accessibility and growth pipeline scores — Full KPI comparison - every signal scored at address level, winner highlighted per metric

The intuitively stronger location was not the analytically stronger one - ecosystem and growth trajectory changed the picture.
Competition scored by format, not just count - a budget gym is not a premium club's competitor.
The operator used the output to align internal stakeholders and defend the final choice.

Premium fitness operator · Netherlands · Custom project · 2026

See the full analysis on our Proof page

Every number is auditable. No black box.

The Problem

Foot traffic doesn't predict a gym.

Members travel to fitness locations - they don't stumble in. The right site is about catchment, format mix and rent per accessible member, not passing pedestrians. Operators keep signing leases based on retail-style data that was never built for destination business categories.

How Shareloc Helps

What Shareloc does for fitness operators.

Size the catchment, not the street.

Fitness is a destination business. Score cycling and driving catchments, resident density and daytime population - not just walk-by traffic.

Catchment demand scoring for a gym location including cycling isochrones and resident density

Read the competition by format.

Boutique studio, budget chain, premium club - Shareloc separates competitors by format so you see where your business category actually fits.

Competitor map segmented by fitness format around a candidate club location

Compare candidate clubs side by side.

Rent, permits, catchment demand and competition - one standardised score across every shortlisted address. Stakeholder-ready.

Side-by-side comparison of candidate gym locations across rent, catchment and competition

FAQ

Questions from fitness operators.

Does Shareloc work for gyms if footfall matters less than for retail?

Yes - that is the point. For destination businesses we weight catchment demand, accessibility by mode, and competition by format above walk-by traffic. You control the weights per decision.

Can it check whether a gym is permitted at an address?

Yes. We check the zoning and permit status of the specific address and flag when fitness use would require a permit change - one of the most common and expensive surprises in gym expansion.

Can it compare a new site against our existing clubs?

Yes. Shareloc quantifies catchment overlap between any candidate address and your current locations, so you see cannibalisation risk as a number, not a guess.

Which regions are covered?

The Netherlands today, with Benelux expansion in progress.

What does it cost compared to a location consultant?

A Shareloc analysis is typically far cheaper than a consulting report and delivers a decision, not a data dump - for a fraction of one percent of the capital at risk in a club opening.

Score your next club location free.

Any address in the Netherlands, in two minutes.

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See all pilot results