How is the fitness and health industry in Germany actually perceived - by society, but also by the people who work in it? This central question was the focus of a new, scientifically based study conducted by the DSSV e.V. (Employers' Association of German Fitness and Health Facilities) together with the German University for Prevention and Health Management (DHfPG).
For the first time, the image of the industry was systematically examined from different perspectives: from members, operators and managers as well as from people outside the industry.
The aim of the study was to draw an objective picture of how the industry sees itself and how it is actually perceived by the public. The results open up new opportunities to strengthen the image in a targeted manner and further enhance the social status of the fitness and health industry.
A comparison of perspectives with great significance
The study is based on a multi-stage research design: in addition to quantitative surveys, qualitative interviews and focus groups were conducted in order to obtain as differentiated a picture as possible. This allowed both emotional and rational perception factors to be identified.
The comparison between self-perception and external perception is particularly interesting. While operators and managers increasingly see the fitness industry as part of the healthcare sector, it is still often perceived from the outside as a classic leisure sector. This discrepancy offers great potential for development, especially when it comes to emphasizing the social importance of fitness training as a health-promoting measure.
Where self-perception and external perception coincide, it also shows how strongly the sector is already anchored in terms of motivation, prevention and quality of life. The study makes it clear that fitness facilities enjoy a much higher level of trust today than they did a few years ago - especially when they impress with well-trained staff, health-oriented concepts and clear quality standards.
Scope for action and opportunities for the future
The results provide valuable information on how fitness and health providers can further sharpen their strategic positioning. Concrete starting points for communication, training and political lobbying emerge, particularly where gaps in perception are apparent.
For example, the study shows that many people outside the industry still underestimate the potential of fitness training for prevention, rehabilitation and mental health. This is where studios, associations and educational institutions can work together to raise awareness - for example by cooperating with health insurance companies, doctors and companies as part of occupational health management.
The study also provides arguments at a political level: A strong, professional industry image is a prerequisite for fitness facilities to be recognized as a relevant component of healthcare in the future.
Key contents of the study
The study covers the following topics in detail:
Social perception of fitness training: what role does fitness training play in people's everyday lives, and how is it rated in comparison to other health measures?
Self-image of the industry: How do operators, managers and specialists see themselves - especially in the area of conflict between leisure services and health providers?
Role of staff qualifications: Why training and skills development are crucial to how professional the industry appears to the outside world.
Health competence and trust: How expertise, care skills and quality directly impact image.
Strategies for improving image: What measures industry representatives can take to sustainably strengthen their public image.
The study makes it clear that staff qualifications and healthcare expertise are inextricably linked. Only through consistent further training and quality standards can the industry gain long-term trust and consolidate its social influence.
Presentation of the results and exchange in a webinar
In order to make the results accessible to a broad public, the DHfPG is presenting the key findings in a free webinar on behalf of the DSSV. The event is aimed at operators of fitness and health facilities, trainers, managers and anyone interested in the strategic development of the industry.
In the free webinar on November 20, you will find out
The key findings of the study and the trends that can be derived from them, how you can strengthen your own corporate image in a targeted manner, which communication strategies and quality initiatives are particularly effective and how you, as part of the industry, can actively contribute to positioning fitness as a socially relevant health service.
You will also have the opportunity to talk directly to the authors of the study and take away practical recommendations for your own company.
Participation in the webinar is free of charge, registration is possible via the DSSV at www.dssv.de/imagestudie-webinar. Afterwards, all participants will be able to download the full study free of charge.
An important impulse for the entire industry
With this study, the DSSV and DHfPG are setting a milestone in the strategic development of the fitness and health industry. It provides well-founded, scientific findings on the basis of which the industry can further develop its image in a targeted manner - away from being a pure leisure service and towards becoming a recognized partner in the healthcare sector.
Those who use the results can not only better position their own studio or company, but also actively contribute to strengthening the public understanding of fitness as a preventative, health-promoting lifestyle.
The study clearly shows that the image of the industry can be shaped - through quality, communication and competence.
Editorial team fitnessmarkt.de
Source and image source: DSSV e. V.
Published on: 29 October 2025