This book explores the rise, size and shape of the European fitness industry by using harmonised data as well as in-depth analyses of national surveys in fifteen European countries. Following an introduction to the socio-historical and conceptual aspects of fitness, the collection presents the scope of fitness as a business and participatory activity. Furthermore, both policy and governance issues as well as community and supply angles are considered. Drawing on this unique material, the book will appeal to students and scholars of sport business, sport economics, sport management, and social sport sciences, but also to administrators, policymakers and entrepreneurs in the international and national sport and health community.