For years, going to the gym in Rwanda was often associated with a particular image: young people trying to build muscle, athletes preparing for competition, or people wealthy enough to afford what was considered a luxury. That perception is changing. More Rwandans are embracing fitness as part of a healthy lifestyle, while gyms are expanding their services beyond conventional workouts. Alongside this growth, a broader fitness and wellness industry is emerging, creating opportunities for trainers, nutritionists, equipment suppliers, apparel businesses, running clubs and other entrepreneurs. Coach Hardi Sebanani, a certified fitness instructor and personal trainer at Fitness Point, has witnessed the shift from inside the industry. “Some people used to think that going to the gym was a lifestyle or luxury for rich people and Westerners. But people are now understanding the health benefits of staying fit and healthy,” he says. Growing awareness of lifestyle-related health risks, including high blood pressure, obesity, type 2 diabetes and cardiovascular disease, has also encouraged more people to exercise. “People are beginning to realise that going to the gym is not a luxury, but something that is important for our health and well-being,” Sebanani says. A changing customer The shift is also reflected in what customers expect from fitness businesses. ALSO READ: Did you know physical exercise can reduce stroke risk by up to 45%? Ivan Munyengango, a fitness industry professional and president of the Rwanda Fitness Association, says customers increasingly arrive at gyms already informed about what they want. Social media and fitness influencers have made information about exercise, nutrition and different forms of training more accessible, changing the relationship between fitness businesses and their customers. “People are coming to the gym from a position of information,” says Munyengango, who owns Cali and Waka Fitness facilities. Rather than simply joining a gym and asking what services are available, customers increasingly know what they want and are willing to explore different forms of exercise. That is pushing businesses to diversify. Munyengango says there is a gradual shift from large commercial gyms towards smaller, more specialised fitness studios and group training, where customers can receive more personalised programmes. For the industry, he says, customer demand is increasingly shaping what businesses offer. At Fitness Point, for example, clients can access personalised training, nutrition guidance, martial arts, judo and self-defence training. The facility has also introduced activities for children, including swimming, basketball, chess, reading sessions and self-defence. Sebanani says rising demand is creating jobs as more gyms open and more people seek specialised services. “The more people seek gym services, the more jobs are created for gym trainers and other professionals linked to the fitness sector,” he says. The industry is also becoming more professional. Gym operators are increasingly looking for people with proper training and qualifications rather than simply considering anyone who exercises regularly to be a fitness instructor. “In the past, almost anyone could be called a gym trainer. It is now becoming a profession where someone needs proper training and skills to work in a gym,” Sebanani says. Fitness Point founder and CEO Ole Haugum says the company is preparing to open its fourth gym and employs about 80 to 90 people, including freelance instructors. Between 30 and 40 of them are personal trainers and group instructors. Beyond the gym The growth of fitness is not limited to gym memberships. Munyengango says businesses are emerging around clothing, nutrition, hiking, running clubs and other wellness-related activities. ALSO READ: Kanombe gets new wellness hub as FitnessPoint opens fourth branch “Usually you would open a gym and then the main source of revenue will be fitness memberships. But now you see the apparel business, people are opening clothing brands, and you see the nutrition aspect of wellness,” he says. Running clubs and hiking activities are also becoming commercial opportunities, while nutrition is creating room for specialised services. Other opportunities remain largely untapped. Munyengango points to sports performance, where athletes could use specialised facilities for training, as well as recovery services and hydration products. He also sees potential in fitness competitions. As such events grow, athletes could earn money from competing, creating opportunities for some to pursue fitness professionally. “We had Kenyans, Ugandans, Eritreans, people come here to compete and generate revenue,” Munyengango says. He believes the sector could eventually support people who compete professionally in fitness. Haugum, who has been involved in the gym business in Norway since 1990, says Rwanda is still at an early stage in the development of a professional fitness industry. He also runs a fitness equipment business supplying gyms with equipment imported from different parts of the world. The business goes beyond selling machines to include maintenance, technical expertise and spare parts. But importing equipment remains one of the biggest challenges facing the sector. ALSO READ: Walk your way to better health Haugum says the cost of setting up a modern gym is high partly because of taxes on imported fitness equipment, a cost that is ultimately passed on to customers. Munyengango illustrates the scale of the challenge with the example of a treadmill that might cost about €6,000 but can cost between €18,000 and €20,000 by the time it reaches Rwanda. For Munyengango, the issue is not simply about making gym equipment cheaper. He argues that fitness businesses should be viewed within the broader preventive health conversation because regular physical activity can contribute to efforts to tackle non-communicable diseases. Making fitness accessible Cost is not only a challenge for gym owners. It also affects customers. Munyengango says gym membership can take a significant share of an ordinary household’s income, particularly for people supporting children and meeting other family responsibilities. That limits access to organised fitness. “If you think that the gym membership can be about like 12% of his or her salary, when they have a family and kids and other things to do, it makes it impossible for them to afford,” he says. Making equipment more affordable could help reduce operating costs and allow fitness businesses to reach more people, including those in lower-income neighbourhoods. There is also an opportunity to manufacture some equipment locally. Munyengango says items such as rubber flooring, some metal equipment, rigs and weights could potentially be produced in Rwanda, although the size of the current market would have to be taken into account. For Haugum, another challenge is ensuring that people understand that fitness is not only for the young. ALSO READ: Fitness: How to start work-out routine and stick to it “The myth that the gym training is just to look good must be revoked,” he says. “Gym training is for everyone, men and women of all ages. And the older you get the more benefit you will find.” He also sees a need for more qualified trainers. Fitness Point is working with Beyond Fitness on a trainer certification programme aimed at ensuring its coaches receive professional training. The programme is also open to people seeking to become professional trainers in Rwanda and East Africa. Sebanani says the industry is moving in the same direction. He believes professionalism will become increasingly important as customers seek more specialised services and expect trainers to understand their health and fitness needs. A wider wellness market The growing fitness sector is also creating demand for services beyond the traditional gym. Haugum says there is room for more professional nutrition services, particularly as awareness of lifestyle-related diseases grows. He also sees potential for businesses supplying wellness products, although he says importing some nutritional products remains difficult. At Fitness Point, activities already extend beyond traditional weight training. The facility offers group training, spinning, boxing, martial arts and self-defence classes, including women-only classes at its Remera and Kanombe locations. For children, fitness facilities can also provide structured activities outside school hours. WATCH: Inside Fitness Point Gacuriro | Bigger Space, More Machines & Better Service Sebanani says programmes such as swimming, basketball, chess, reading and self-defence can help children develop physical and other life skills while giving busy parents options for keeping them engaged. But he cautions that exercise alone does not guarantee good health. “You cannot work out and continue eating unhealthy foods while expecting to become healthy and fit. It works both ways: you need to eat healthily and exercise regularly,” he says. Consistency, he adds, is equally important. “Achieving and maintaining good health and fitness is a long-term process. People need consistency, discipline and patience,” he says. As Rwanda’s fitness sector expands, industry players say its future will depend not only on the growth of gyms, but also on the wider ecosystem developing around them. For entrepreneurs, that means opportunities in training, equipment, nutrition, apparel, events and specialised fitness services. For the industry, it also means addressing challenges such as the high cost of equipment, professional certification and accessibility. For customers, meanwhile, the shift may simply mean that going to the gym is gradually becoming less about appearance and more about health.
