Fitness culture is a sociocultural phenomenon surrounding exercise and physical fitness. It is usually associated with gym culture, as doing physical exercises in locations such as gyms, wellness centres and health clubs is a popular activity. An international survey found that more than 27% of world total adult population attends fitness centres, and that 61% of regular exercisers are currently doing "gym-type" activities. Getting and maintaining physical fitness has been shown to benefit individuals' inner and outer health. Fitness culture has become highly promoted through modern technology and from the rising popularity of social media platforms.

The 20th century saw multiple trends and changes in women's fitness culture.