Fitness facilities are reaching more than 100 million Americans. In 2025, a record 81 million Americans held a gym or fitness-facility membership, up 5.2% year over year, while more than 100 million used a facility as either a member or non-member.
The sports and leisure industry only continues to evolve, with organizations now offering new experiences, attracting broader audiences, and operating in increasingly complex environments - meaning the insurance world has to act quickly to keep up.
The professional sports insurance market premium volume has more than doubled since 2020, climbing to $2.05 billion in 2026, and to a staggering $3.55 billion by 2034. What’s more, sports clubs are now dedicating roughly 4% to 6% of their total player payroll entirely to insurance,
It’s big business - and with it comes changing and increasingly complex risk.
As a direct result of the rising popularity of the sector, the risk organizations face are becoming more specialized, creating new challenges for insurance agents and brokers seeking the right solutions for their clients.
And, whether working with an amateur or professional sports organization, a campground, a motorsports venue, or a large-scale special event, agents increasingly need partners who understand the unique exposures associated with these operations. In today's marketplace, access to specialized expertise can be just as important as access to coverage.
This is where K&K Insurance comes in.
For decades, K&K Insurance has focused exclusively on the sports, leisure, recreation, and entertainment industries. This specialization allows agents and brokers to work with professionals who understand the operational realities of these organizations and the distinct risks they face.
"Sports and leisure organizations don't fit into a one-size-fits-all model," K&K President and CEO Ron Norton told Insurance Business. "Each operation presents unique exposures, which is why specialized knowledge and industry experience remain so important to helping agents serve their clients effectively."
K&K's expertise spans a broad range of industries, including:
While insurance coverage is a critical component of any risk management strategy, today's clients increasingly seek guidance that extends beyond the policy itself. Helping organizations identify potential exposures and implement safety-minded practices can play an important role in reducing risk before losses occur.
That is why loss control resources and risk management support have become increasingly valuable to agents and their clients. By working with specialists who understand the day-to-day operations of sports and leisure organizations, agents can provide access to insights that help clients recognize potential hazards, strengthen operational practices, and make more informed decisions about managing risk.
Equally important is what happens when a claim occurs.
The true value of an insurance partner is often measured during a loss event, and sports and leisure organizations frequently face situations that require specialized knowledge and experience. Participant injuries, spectator incidents, facility-related claims, event exposures, and complex liability scenarios often involve circumstances unique to these industries.
"As we approach our 75th anniversary, we remain committed to the values that have guided K&K since the beginning: specialized expertise, exceptional service and a dedication to helping our clients navigate risk with confidence,” added Norton. “We are grateful for the trust placed in us and look forward to continuing to serve these industries for many years to come."
For agents and brokers, having access to experienced claims professionals who understand the operational environment can make a meaningful difference. K&K's claims teams are familiar with the types of incidents that can arise within sports, recreation, entertainment, and leisure operations, allowing them to approach claims with industry-specific knowledge and perspective.
This specialized claims experience complements K&K's underwriting expertise and loss control resources, creating a more complete approach to risk management. Rather than simply providing insurance products, K&K helps support agents and their clients throughout the entire insurance lifecycle, from identifying and managing exposures before a loss occurs to addressing claims when they do arise.
As sports and leisure organizations continue to grow and evolve, agents and brokers face increasing pressure to deliver both expertise and solutions. Partnering with specialists who understand these industries can provide a significant advantage, helping agents navigate complex risks while strengthening relationships with their clients.
In an environment where knowledge matters as much as coverage, specialization remains one of the most effective ways agents can deliver value. By combining industry-focused underwriting, loss control resources, and experienced claims resolution expertise, K&K helps agents confidently serve organizations that bring communities together through sports, recreation, entertainment, and leisure activities.
"We are proud of the trust that clients, agents and brokers have placed in K&K over the years,” Norton told IB. “That trust has been earned through consistency, integrity and a commitment to understanding the unique needs of the markets we serve. It is a responsibility we do not take lightly and one that continues to drive our organization forward."
This article was created in partnership with K&K Insurance
