SanoPass FIT Study: Only 1 in 10 Romanians went to the gym throughout the year

SanoPass FIT by MedLife, the leader of the MedTech market in Romania that integrates medical, wellness, prevention, and fitness services, presents the figures recorded in the year 2023, offering a detailed perspective on subscribers' behaviour. Portfolio analysis results show that 40% of those who joined a gym in January maintained regular attendance through April, and only 14% of consumers remained active through the end of the year. In 2024, SanoPass FIT aims to improve retention by promoting annual memberships as a long-term healthy lifestyle solution and plans to implement loyalty reward programs to keep subscribers motivated.
The SanoPass FIT data reflects, on the one hand, a general tendency specific to the beginning of the year in the industry. However, at the same time, it highlights significant opportunities for improving long-term retention and the need to actively maintain the engagement of Romanian consumers when it comes to motion. Regarding the average duration of use, SanoPass FIT subscribers attended the gym for four months per year on average, with a presence of 9 monthly visits.
In this context, the company rewards its customers who purchase a SanoPass FIT subscription or keep the existing one with 10% of the subscription recurrence value, an amount that is directed directly into the medical analysis budget. Through this unique initiative in the Romanian market, the wellness service provider rewards loyalty and encourages prevention and investments in health. Thus, each subscriber can accumulate up to 300 lei in the budget for laboratory analyses, which they can use in the network of SanoPass partner clinics nationwide.
"SanoPass FIT continues to transform how people relate to personal health, inspiring an active lifestyle among customers by providing quality services. We promote the healthy and balanced side of life, offering an alternative to aesthetics-focused approaches. SanoPass not only supports but rewards adopting a healthy lifestyle, turning health into an integrated and personalized experience with long-term benefits", states Andrei Vasile, founder of SanoPass by MedLife.
According to a study published in the Journal of Aging and Physical Activity, physically active people have a longer life expectancy than those who lead a sedentary lifestyle. In addition, physical activity supports reducing the depression and anxiety risk among women.
The demographic profile of SanoPass FIT subscribers in 2023 reflects a balanced and diversified growth trend in attracting both genders to gyms, with the customer portfolio being 55% male and 45% female. The company observes a significant evolution regarding the interest in sports among women, compared to previous years when the percentage was only 33%.
"Women in our portfolio had an average age of 31.2 years, while men were 29.5 years old, and this aspect underlines our commitment to attract and serve a mature market segment, in contrast to the global trends focused on teenagers and young people between 20 and 30 years. For 2024, we aim to attract more women from this market segment to sports activities and to consolidate a portfolio with an average age of 32. In tandem, it remains a priority to inspire as many people as possible to integrate wellness services into their routine after age 30 to preserve their vitality and prevent the onset of medical conditions associated with a sedentary and disordered lifestyle", added Andrei Vasile.
SanoPass is the first company to successfully combine medical and wellness services, paving the way for a holistic approach to personal health. With a solid commitment to bringing health and balance to the forefront of every subscriber's life, SanoPass FIT continues to transform the individual health perspective through innovation and flexible solutions. Based on this vision, the company won the award for the "Medical Innovation of the Year" category in the Romanian Healthcare Awards 2023, awarded last December.

The information provided by KomuniK