Aucklanders Prioritise Fitness: 57% of Kiwis Boost Physical Activity in 2025

More than half of New Zealanders, 57%, now consider exercise an important part of their regular routine, with nearly half choosing to work out at home and 23% hitting the gym at least twice a week, according to fresh data from Nielsen.

The Shift to Flexible and Personalised Fitness

Gym members increasingly expect flexible membership models such as month-to-month passes and pause options, reflecting a broader move away from long-term contracts. Clubs also report higher usage of on-demand workouts and mat/reformer classes, especially among women and older adults.

Auckland leads the country's corporate wellness market, buoyed by its large corporate base. A striking 78% of employees now prioritise wellbeing, with fitness trends placing greater emphasis on mental health benefits and personalised training programmes.

Beyond the Gym: Supplements, Mindfulness and Home Workouts

The wellness picture extends well beyond the gym floor. Nationally, 50% of Kiwis currently take vitamins or supplements, 41% take vitamins and 32% take supplements, while 28% regularly practise mindfulness such as yoga or meditation.

The home workout boom continues: nearly half of those who exercise regularly choose to do so at home, and 309,000 adults plan to begin structured exercise in 2025, according to Exercise NZ. Overall, 67% of New Zealand adults now exercise, up from 64% in 2023, with growing preferences for small gyms and studios and recreational facilities over large-format clubs.

Mental Health and Personalisation: The Emerging Trends

Fitness trends in Auckland are increasingly focusing on mental health benefits and personalised training, reflecting the high employee demand for wellbeing support. This aligns with the corporate wellness push, where employers are responding to the 78% of workers who say wellbeing is a top priority.

Evidence from the market shows that while 23% of Kiwis go to the gym at least twice a week, flexible membership models and on-demand workouts are reshaping how people engage with structured fitness. The shift towards mat and reformer classes is particularly notable among women and older adults, who are increasingly drawn to low-impact, high-engagement formats.

What Happens Next

With 309,000 adults planning to begin structured exercise in 2025 and 67% already active, the fitness industry is expected to continue adapting to demand for flexibility and personalisation. Auckland's corporate sector will likely deepen its investment in workplace wellness, while small studios and recreational facilities, rather than large gyms, are poised for further growth as preferences consolidate around tailored, mental-health-aware offerings.