Report | Future Cities
Fit for Business: Integrating Fitness, Healthcare, and Wellness into European Retail Destinations
December 17, 2025 3 Minute Read
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Europe’s retail landscape is transforming to meet the evolving needs and expectations of consumers. Fitness, healthcare, and wellness (FHW) tenants are becoming increasingly integral to successful retail destinations. CBRE’s latest report explores the drivers behind this trend, market maturity across Europe, and the impact on shopping centre performance, offering actionable insights for investors, landlords, and asset managers.
What’s Changing?
Consumer expectations are shifting rapidly. Retail spaces are evolving from transactional hubs into lifestyle destinations, and health-focused brands are at the heart of this change. Several structural trends underpin this growth:
- Ageing Population: By 2050, Europe is expected to see 34 million more people aged over 65, according to Oxford Economics. This demographic shift will significantly increase demand for healthcare services and wellness offerings.
- Urbanisation: The UN Urban Population Division and Oxford Economics report an additional 35 million people are forecast to live in urban areas by 2050, concentrating demand in major cities where retail schemes are best positioned to deliver accessible health and fitness services.
- Preventative Health: An overwhelming majority of global consumers now identify as proactive in managing their health. Digital health adoption and wearable technology are accelerating this trend, creating opportunities for fitness and wellness operators.
Market Maturity: Where Are the Opportunities?
CBRE’s analysis of the 15 largest shopping centres in each European market reveals striking differences:
- Sweden leads in healthcare integration, with over 60 healthcare occupiers in its top schemes – almost triple that of the next highest market
- Spain, France, and Poland show strong fitness penetration, while the UK dominates wellness provision
- Growth Potential: The Netherlands and Italy lag behind in all three categories, presenting clear opportunities for landlords to diversify its mix of tenants and boost performance. Demographic projections suggest a significant opportunity to integrate healthcare into retail schemes in the UK and Spain. These markets are expected to see the greatest increase in both the number of over 65s, and urban inhabitants, while also having a low existing provision of healthcare in their top retail schemes.
Impact on Shopping Centre Performance
Data from CBRE’s European Shopping Centres Performance Index highlights the commercial benefits of FHW tenants:
- Experience Centres Lead: Over 80% of dominant regional shopping centres now feature at least one FHW tenant, reinforcing their role as lifestyle destinations.
- Fitness Floorspace Growth: Since 2019, fitness floorspace has more than doubled, with sales up 9% year-on-year in H1 2025.
- Footfall Recovery: Assets with FHW occupiers have returned to pre-pandemic footfall levels, outperforming those without by nearly 5%.
Sector Focus
Fitness: A Sector in Expansion
The European fitness market grew by nearly 10% in 2024, despite consolidation pressures. Premium operators offering holistic experiences – combining fitness, wellness, and recovery – are thriving, while mid-market players face challenges.
Healthcare: A Strategic Solution
Retail schemes offer an ideal platform for healthcare delivery, addressing systemic pressures such as long hospital waiting lists and ageing infrastructure. Initiatives like the UK’s Community Diagnostic Centre programme exemplify this trend, with large-scale diagnostic hubs opening in shopping centres. For landlords, healthcare tenants provide stable income, diversify risk, and enhance ESG credentials.
Wellness: From Trend to Mainstream
The European wellness economy is experiencing rapid growth, with wellness real estate the fastest-growing segment. Shopping centres are responding by creating dedicated wellness zones and experience stores, from IV therapy clinics to immersive spa concepts. This integration reflects a broader consumer shift toward holistic wellbeing, offering landlords a powerful tool to differentiate assets.
Who Gains?
- Benefits for landlords: Increased footfall, longer dwell times, diversified income streams, and ESG gains.
- Benefits for occupiers: Enhanced visibility, cross-sector synergies, and access to high-footfall environments.
- Benefits for consumers: Convenience, choice, improved wellbeing, and multi-purpose destinations.
By integrating FHW, landlords, tenants, and investors can future-proof assets, enhance performance, and meet evolving consumer expectations.
Download the full report for detailed market data, case studies, and actionable strategies.
