Israeli Gym Chains Hike Membership Prices, Ending Era of Cheap Fitness
Translated & summarized from Ice by baba
Israeli gym chain SPACE is increasing its cheapest membership from 99 to 149 shekels, effectively ending its discounted "Pix" plan and reflecting a wider industry trend of rising fitness costs. The change, effective December 1, is attributed to soaring operational expenses like salaries and rent, which have made low-cost memberships unsustainable. Competitors face similar challenges, with most offering discounted plans only under strict conditions. SPACE recently opened a new flagship club in Netanya for approximately 8 million shekels.
The story in 6 lines · by baba
- Israeli gym chain SPACE is raising its cheapest membership price by 50% from 99 to 149 shekels.
- The move signifies the end of the 99 shekel gym membership era in Israel due to rising operational costs.
- The price hike reflects a broader industry trend where low-cost gym memberships are becoming increasingly rare.
- SPACE attributes the increase to dramatic rises in salaries, rent, energy, and other operational expenses since 2015.
- Competitors also struggle with low-cost pricing due to high labor and facility maintenance costs.
- SPACE recently invested 8 million shekels in a new flagship club in Netanya.
The SPACE gym chain is eliminating its discounted "Pix" membership plan, which cost 99 shekels per month, and raising the price by 50% to 149 shekels. This move signals the end of affordable gym memberships in Israel, as the chain has reduced its "Pix" locations from 15 to three, with plans to cancel the plan entirely even in those remaining branches. The price change takes effect December 1, with updated billing starting November 15. The "Multi Pix" plan will be canceled and converted to a local membership at the new 149 shekel price, while existing 99 shekel members will be upgraded for a year to the "Multi" membership, granting access to all but a few SPACE clubs. Standard national "Multi" memberships currently cost between 179 and 199 shekels monthly, with some branches charging extra for reformer Pilates. The 99 shekel plan is no longer available on the company's website.
This price increase at SPACE reflects a broader trend across Israel's fitness industry, where the 99 shekel price point has largely disappeared. Competitors like Profit offer this price only to soldiers on weekends and for limited periods, while Icon by Holmes Place restricts it to morning hours with a year-long commitment. Other discounted memberships typically start around 159 shekels with annual commitments and additional registration fees. SPACE notes that its new 149 shekel membership still requires no commitment and includes studio classes and full operating hours.
The primary driver for these price hikes is a significant rise in operating costs. Haim Frankel, CEO and owner of SPACE, stated that the 99 shekel price had been maintained in some branches since 2015, while costs for salaries, rent, maintenance, energy, equipment, and services have dramatically increased. Competing chains confirmed to Ynet that maintaining low-cost pricing is challenging due to high labor costs, facility maintenance expenses, and the lingering effects of the COVID-19 pandemic and recent conflicts.
Two months ago, SPACE launched a new flagship club in Netanya, investing approximately 8 million shekels. The 2,000 square meter facility includes a women-only area for high-intensity strength training and a dedicated "Booty Zone" with specialized equipment.
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