Gyms, supermarkets, cinemas… How night becomes the new consumer goldmine.

Basic-Fit gym chain recently started opening some of its sites all night long. This evolution symbolizes the shift of activity in France towards an almost 24-hour model, mainly in large cities.

“For people with irregular schedules, there is a real demand for extended hours,” says Antoine, who is in his twenties and works out six times a week. His usual gym is open from 6 am to 11 pm. While these are already flexible hours, a market player has decided to go even further: last month, the low-cost gym chain Basic-Fit announced that it would open 200 of its sites at night, without any staff, after receiving approval from the “French authorities” – starting with 50 in May. The company believes that this organization could generate “around 10 million euros of annual cost savings”. It says it wants to “meet the needs of its members day and night”. A “new step in its commitment to make sports accessible to as many people as possible”. And a symbol of France’s shift towards an almost 24-hour activity model.

“In French metropolises, what remains of the night is like a time of collapse…” (Context: The article discusses how some gym chains in France are now offering 24-hour access to their facilities to accommodate the needs of people with varying schedules. Fact Check: Basic-Fit, a low-cost gym chain, plans to open 200 of its sites at night without any staff, aiming to generate cost savings.)