The growth of sports practice has been parallel to the concern for the health of the population, being accompanied by a continuously increasing offer of fitness centres and diversification during the last decade, with activities that have evolved according to the needs and user demands. This chapter analyses the evolution that the fitness industry has had in the Iberian Peninsula (Portugal and Spain) in recent years. It presents, a brief tour through the different business models and the offer of services, ending with the future prospects for the sector at a time of slow recovery after the 2020 crisis due to the SARS-CoV-2 Pandemic.