Driven by rising health awareness, digital trends, and growing global interest in Muay Thai, Thailand’s fitness industry surged to $3.37 billion in 2023, marking a 6.6% year-on-year increase, according to the Ministry of Commerce.
Thailand’s fitness and wellness economy continues to thrive, with government data revealing the sector’s value reached $3.37 billion in 2023, placing it 32nd globally. The growth is fueled by shifting consumer behavior toward health, exercise, and functional fitness, as well as the cultural appeal of Muay Thai.
Poonpong Naiyapattharagorn, Director of the Trade Policy and Strategy Office (TPSO), highlighted that 44.39% of Thais aged 15 and up are expected to exercise regularly in 2024 — up from 42.18% the previous year. Generational trends show baby boomers prefer walking, Gen X leans toward swimming and yoga, Gen Y frequents gyms, and Gen Z favors running.
Business activity has also surged. By 2024, Thailand recorded 2,499 registered fitness companies with a combined capital of 12.93 billion baht. Nearly all (99.44%) are small businesses. The year 2024 saw a 33% rise in new fitness-related firms and a 28.75% uptick in supporting industries like sportswear and equipment.
Globally, the fitness market is booming. The Global Wellness Institute projects the industry to reach $1.41 trillion by 2028, up from $1.06 trillion in 2023. Thailand’s growth mirrors this trend, bolstered by digital tools like fitness trackers, online classes, and hybrid workouts.
Poonpong also underscored Muay Thai’s pivotal role in the sector’s expansion. Beyond its physical and mental health benefits, Muay Thai is now considered a soft power export. The government is actively promoting it by supporting global training centers, integrating classes into fitness clubs, and organizing international tournaments.
Entrepreneurs are advised to innovate by offering personalized, accessible, and affordable wellness services. TPSO recommends bundling fitness with healthy meal plans, supplements, and digital engagement to meet evolving consumer expectations.
