Korea’s Fitness Scene: Gyms, Run Crews and Pilates — 2026-10-22
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South Korea’s fitness industry is undergoing a significant structural shift, marked by a record-breaking wave of gym closures and a corresponding boom in the protein supplement market. While traditional gyms struggle with declining membership and refund controversies, the consumer focus has pivoted toward functional health, with protein sales surging and the JTBC Seoul Marathon setting new participation benchmarks.
Korea’s Fitness Scene: Gyms, Run Crews and Pilates — 2026-10-22
Top developments
Protein Market Volume Hits 600 Billion Won
The protein supplement market in South Korea has expanded rapidly, reaching a market size of 600 billion won. This growth is driven by a demographic shift; protein is no longer just for bodybuilders but is increasingly consumed by the elderly for sarcopenia prevention and by younger generations focused on general health. Companies are launching convenient, tastier products to capture this broader audience.
Gym Closures Reach Historic Highs
The number of gym closures in South Korea has reached an all-time high, with 577 gyms shutting down last year—the highest number since records began in 1990. The trend continues into 2026, with over 500 gyms closing by mid-September. This mass closure phenomenon is attributed to reduced demand from weight-loss drug users (like Wegovy and Mounjaro), price competition from apartment gyms, and the rise of alternative activities like running.
JTBC Seoul Marathon Draws 20,000 Runners
The 2026 JTBC Seoul Marathon has finalized its participation slots, selecting 10,000 runners for the full marathon and 10,000 for the 10K race. The event, co-hosted by JTBC and the Korea Association of Athletics Federations, remains a premier fixture in the country's running calendar, reflecting the sustained popularity of organized running events.
Local view
"Gym Men" Stereotypes Fade as Protein Goes Mainstream
Local media reports highlight that protein supplements have shed their "gym bro" image. Financial News notes that the market is now a "600 billion won battle," with companies targeting the "silver generation" for muscle maintenance and Gen Z for aesthetic health. The narrative has shifted from bulking to "bulk-up" health management for all ages.
The "Runaway Gym" Crisis
Korean business outlets are closely monitoring the "runaway gym" phenomenon, where gyms close suddenly leaving customers with prepaid memberships. The sheer volume of closures (577 in 2025, 531 by Sept 2026) has triggered a wave of consumer complaints and refund disputes, prompting discussions on stricter regulations for prepaid fitness contracts.
Context & numbers
- Gym Closures: 577 gyms closed in 2025 (record high); 531 closed by mid-September 2026.
- Protein Market Size: The Korean protein supplement market has grown to approximately 600 billion won.
- Marathon Participation: The 2026 JTBC Seoul Marathon selected 20,000 participants (10,000 full marathon, 10,000 10K).
On the radar
- High-Protein Food Trends: A survey by OpenSurvey involving 1,500 consumers aged 20–59 highlights shifting brand preferences in high-protein foods, with users of weight-loss drugs also influencing the market. Watch for new product launches targeting this specific demographic.
- Regulatory Scrutiny: With gym closures at record levels, expect increased pressure on the Korea Consumer Agency to tighten rules on prepaid memberships and refund policies for the fitness industry.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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