The 21st century is the epoch of taking care of one’s appearance, healthy lifestyle and improving the quality of life. “Body cult” has become a global trend, and pro-health behaviors have come to be treated as a new lifestyle, which consists in resignation of traditional forms of spending free time with friends, in favour of isolated and individualised time management outside work. The modern pro-health lifestyle subsequently results in development of the market associated with the sports and recreational industry, including fitness clubs and gyms. The objective of the article is an assessment of fitness clubs and gyms in the city of Krakow. The first part describes the “health industry”. The lifestyle is characterized in the second one. The third one presents Krakow as a city that is constantly developing, and the fourth part lists the offer of services available to residents of Krakow in selected fitness clubs and gyms.