Dog gyms, mobile workouts and rehabilitation reshape the pet wellness market

Growing awareness of pet health, post-pandemic behavioral needs and barriers to regular exercise are driving demand for specialized fitness and wellness services. 

The business of pet fitness

In the US, dog gym franchise Zoom Room has recently appointed Darris Cooper as Director of Training and Socialization to lead the company’s training programs and further develop its socialization methodology. 

The appointment comes as demand for pet fitness and structured socialization continues to grow. According to Cooper, more owners are recognizing that a daily walk is sometimes not enough, and under-stimulated dogs are more likely to develop behavioral problems. 

He adds that dogs adopted during the COVID-19 pandemic are now 4 to 6 years old, and many owners are beginning to see the long-term effects of missed socialization opportunities.

“A dog that has been positively exposed to dozens of other dogs, people, sounds, surfaces and contexts in a structured environment is a dog that can go anywhere with their owner, as they become confident through repeated, controlled exposure to novelty,” he tells GlobalPETS.

Shifting demand

According to Cooper, the largest customer segment consists of puppies between 8 and 16 weeks old, as owners seek to take advantage of the socialization window. 

This is followed by adolescent dogs between 6 and 18 months old, when behavioral issues often become more apparent.

Meanwhile, the fastest-growing segment is adult dogs, driven by owners seeking to address socialization gaps. Demand is also strongest in urban and inner-suburban areas, where limited outdoor space drives interest in indoor training facilities. The Director notes a growing trend toward repeat attendance and a surge in demand for agility programs.

Emergence of mobile dog gyms

In some regions, smoke season, extreme weather, busy schedules and modern lifestyles can make it difficult for owners to give their dogs adequate exercise, according to Stefanie Zwegers, Owner of the private mobile dog gym business Bend Barks & Rec.

“Most unwanted behaviors are simply due to extra energy with no healthy outlet. When dogs receive proper exercise and stimulation, they become calmer, happier and more fulfilled at home,” she tells GlobalPETS.

These challenges led Zwegers to launch Bend Barks & Rec earlier this year in the state of Oregon. The company brings a climate-controlled mobile dog gym directly to clients’ homes or workplaces, offering customized 30-minute fitness sessions using non-motorized slatmills designed specifically for dogs.

Another Oregon-based operator, UpDog Mobile Dog Gym, has been offering a similar concept in the Eugene-Springfield area since October 2024. The company now provides private at-home exercise sessions, hosts pop-up events at local pet stores and offers a pick-up service for dogs once they are familiar with the mobile gym.

Gaining traction beyond North America

China’s first dedicated dog fitness center, Gogogym, opened in Shanghai’s West Bund area in 2025 and continued to attract attention in 2026 as the market for premium pet wellness services expanded. The facility combines canine fitness, rehabilitation, hydrotherapy and massage, offering personalized programs for dogs.

Dutch dog training business Terra Agility & Fitness launched a new Puppy Academy in 2026, expanding beyond traditional training into early-life fitness, behavior and physical development programs.

And in Germany, HuffysFIT positions itself as one of Europe’s first dedicated dog fitness chains. The company is expanding this year through specialized programs including underwater treadmill training, muscle building and weight management.

New business models

The growing focus on preventive pet care is also giving rise to new business models. In São Paulo, Brazil, the Dog Sports pet school offers canine fitness programs focused on physical conditioning, muscle strengthening, balance, coordination and body awareness, positioning exercise as a tool for long-term health and disease prevention.

Meanwhile, Pet Pilates, a veterinarian-owned rehabilitation studio in the state, provides Pilates-based therapy for pets with mobility issues, neurological conditions and chronic pain.

The Fisio Care Pet veterinary rehabilitation network, which operates more than 100 clinics across 17 Brazilian states, also offers physiotherapy, hydro treadmill and laser therapy, and Pilates-based rehabilitation. 

The company plans to expand its services beyond dogs to include cats and non-conventional pets, including wild animals.

According to Zwegers, the increased supply is already sparking a shift in consumer behavior. “It’s been rewarding to see more people recognizing that canine fitness and enrichment are essential not only for physical health, but for emotional wellbeing too.”

While dedicated dog gyms remain a niche category, the growth of mobile services, rehabilitation centers and specialized training programs highlights a shift toward more personalized pet care.