Facebook Ads Cost Per Purchase Benchmarks for Fitness & Training Centers

Introduction

Across all countries, Fitness & Training Centers ran materially “above market” on Facebook Ads benchmarks for Cost per Purchase throughout 2025, with a pronounced mid-year surge and a softer Q4 landing. The category’s CPP averaged 143, peaking in July near 177 before easing to a yearly low around 116 in November and rebounding in December to 128. Compared to the broader, all‑industry global benchmark, Fitness & Training Centers were consistently more expensive to convert and markedly more volatile month to month.

This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Fitness & Training Centers in All countries compared to the global benchmark.

The story in the data

The year opened elevated at 153 in January and closed at 128 in December, a 16% decline across the year. CPP averaged 143, with the high in July (177) and the low in November (116). The path to that peak was stepwise: after easing through April (123), costs lifted into June (145) and surged in July (+32 month over month), then stayed elevated through early fall (167 in August, 163 in September). The category then cooled sharply in October (141) and November (116) before a December rebound (+10% vs. November).

Day-to-day marketers felt that pace as volatility: average absolute month-over-month movement was about 14 points, with the largest swings in July (+32) and November (−25). By comparison, the global all‑industry benchmark moved by only about 1.6 points on average—far steadier.

Seasonal and monthly dynamics

Seasonally, Fitness & Training Centers showed a classic mid-year build and late-year reset:

• Q1 (Jan–Mar) averaged 143, carried by elevated January and February levels before March cooled.
• Q2 (Apr–Jun) dipped to 133 on the back of April’s low, then climbed into June.
• Q3 (Jul–Sep) was the high-water mark at 169, driven by July’s spike and sustained summer intensity.
• Q4 (Oct–Dec) compressed to 128, as costs fell through November before a December uptick.

While many markets see competition rise in Q4, this vertical’s CPP softened into November before tightening again in December, suggesting end‑of‑year conversion economics were temporarily more favorable.

Country vs. Global

Against the global all‑industry baseline, Fitness & Training Centers remained substantially higher all year. The category’s 2025 average CPP (143) was nearly 3x the global benchmark (52). The monthly premium never fell below 2.36x (April, +136% vs. global) and reached 3.60x at the July peak (+260%). The global trend itself was stable-to-down, sliding from 53 in January to 48 in December (−10%), with minimal volatility and a narrow range between its high (55 in February) and low (47 in November). In contrast, Fitness & Training Centers traveled a broader arc—rising into mid-year and retracing into Q4—ultimately ending below January yet still far above the market.

Closing

Understanding Facebook Ads benchmarks for Cost per Purchase in Fitness & Training Centers across all countries highlights a high-cost, high-volatility year: a mid‑year surge, a Q4 cooldown, and a persistent premium over the global all‑industry baseline. While this report centers on CPP, many teams read these results alongside CPC trends, CPM analysis, and CTR performance to contextualize funnel efficiency. These cost-per-purchase benchmarks for Fitness & Training Centers in All countries provide a clear basis for comparing industry ad performance to global patterns.