i-Fitness scales to 30 locations, expands Nigeria’s wellness market

Nigeria’s organised fitness market is beginning to take clearer shape, with i-Fitness emerging as one of its most scaled operators.

The company has expanded to 30 locations following the opening of a flagship facility in Games Village, Abuja, extending its footprint across Nigeria’s major urban centres. The milestone reflects a broader shift in consumer behaviour, as rising urbanisation, lifestyle-related health concerns, and a growing middle class drive demand for structured wellness services.

Founded in 2015 as a single 150-square-metre gym in Lekki, Lagos, i-Fitness has evolved into a multi-location network spanning four cities, with a reported membership base exceeding 40,000 active users. The company says it has reached over 400,000 cumulative members, with annual membership growth averaging 25 per cent – figures that position it among the fastest-growing operators in the segment.

This expansion comes within the context of a still underpenetrated market. Nigeria, Africa’s most populous country, has relatively low gym participation rates compared to global benchmarks. In more mature markets such as the United States and parts of Europe, gym penetration ranges between 15 and 25 per cent of the population. In contrast, Nigeria’s formal fitness sector remains in the low single digits, suggesting significant headroom for growth as awareness and disposable income increase.

Scaling within this environment, however, presents structural challenges. The fitness industry is capital intensive, requiring sustained investment in equipment, real estate, and maintenance, alongside consistent service delivery across locations. i-Fitness’ model has relied on standardised operating systems, centralised processes, and disciplined infrastructure investment to maintain quality across its network.

Foluso Ogunwale, founder and chief executive officer described the expansion as less about physical footprint and more about institutional capability.

“This milestone reflects the systems and long-term investment required to build a sustainable and scalable business in Nigeria. Our focus remains on making quality fitness accessible, as wellness increasingly intersects with productivity and broader economic participation,” he said.

Beyond its commercial footprint, the company’s growth is contributing to employment within the service economy. i-Fitness currently supports over 1,000 jobs through a mix of direct hires and third-party partnerships, spanning trainers, operations staff, and ancillary service providers.

The expansion also aligns with a growing recognition of wellness as an economic variable. As non-communicable diseases such as hypertension and diabetes rise across urban populations, demand for preventive health solutions – including structured fitness – has increased. Employers are also beginning to integrate wellness into productivity strategies, further reinforcing the sector’s relevance.

Looking ahead, the company is exploring expansion into additional Nigerian cities, alongside potential entry into West African markets. If executed, this would position i-Fitness among a small but growing group of Nigerian consumer brands attempting regional scale.

As it approaches its 11th anniversary in May 2026, the company’s trajectory reflects a broader transition: from fragmented, informal fitness offerings toward more organised, scalable wellness platforms.

In a market where demand is rising but infrastructure remains limited, the ability to combine operational discipline with expansion ambition will likely determine which players define the sector’s next phase.