Israel's Space Gyms End 99 NIS Tier with 50% Price Hike
Israel's Space fitness chain is phasing out its 99 NIS monthly membership, raising prices by 50% to 149 NIS as soaring operational costs mark the end of ultra-cheap gyms.
The Space fitness club chain is phasing out its 99 NIS per month Fix membership tier, raising prices by 50% as the era of ultra-cheap gym memberships draws to a close in Israel.
At its peak, Space operated 15 Fix clubs charging just 99 NIS monthly. Today, only three such locations remain, and that tier is slated for cancellation. The chain currently operates 30 clubs under the main Space brand, maintaining a relatively competitive pricing model despite the adjustments.
The price hike follows notifications sent to members in Tel Aviv and Givatayim, informing them that their monthly fees are increasing by 50% to 149 NIS. According to the company's notice, effective December 1, the 99 NIS Fix tier will rise to 149 NIS. Meanwhile, the Multi-Fix tier will be canceled and upgraded to a local membership for 149 NIS with no price change, while the Multi-Premium tier will also remain at 149 NIS.
End of an Era for 99 NIS Gym Memberships
Additionally, the chain noted that customers can inquire about a nationwide Multi membership at the front desk, with prices ranging from 179 to 199 NIS per month, while certain branches require an extra fee for reformer pilates. The first charge under the updated pricing will take place on November 15 for the month of December.
Simultaneously, members will receive a one-year upgrade to a Multi subscription, granting access to all chain branches except country clubs. Despite the increase, Space remains one of the more affordable fitness options on the market, offering full-hours access from 6:00 AM to 11:00 PM including studio classes, unlike restricted competitor plans.
Competitors also maintain that sustaining a 99 NIS monthly fee has become nearly impossible. Chain executives point to rising operational costs, including wages, rent, maintenance, energy, equipment, and services that have remained unchanged since 2015. The fitness industry has weathered significant economic turbulence, including the COVID-19 pandemic and recent security conflicts.
Rising Costs and Industry Trends
"All new branches opened by Space over the past three years were launched at 149 NIS per month from the outset," said Haim Frankel, CEO and owner of the Space group. "It is important to remember that the 99 NIS price tag remained frozen in some branches since 2015, a period during which labor, rent, maintenance, and energy costs have surged significantly.
"Space continues to invest heavily in upgrading existing branches with advanced equipment and renovations. Even after the update, our pricing remains highly competitive relative to the quality of product and service we offer," Frankel added.
Other fitness chains echo these sentiments, noting that heavy personnel costs and facility maintenance make ultra-low pricing unsustainable. Global trends also show declining popularity for deep-discount clubs compared to premium facilities.
New Fitness Trends and Recovery Zones
Despite rising prices, demand for fitness remains robust, fueled by a surge in popularity among teenagers and young adults driven by social media and health awareness. Chains are rapidly expanding offerings, such as recovery and longevity lounges featuring ice baths, compression sleeves, saunas, and infrared rollers for an additional fee.
Other emerging trends include women-only workout areas at select branches, padel courts, smart body-composition scales, and 360-degree posing mirrors for social media content. Globally, functional fitness races like HYROX are also capturing a growing share of the workout market.
