OPERATOR PERSPECTIVE
OPERATOR PERSPECTIVE
We initially targeted 20 per cent of sales to be You+ memberships, but we hit 16 per cent after just one month
either online or in person. By completing a You+ survey, you’re given a You+ age as well as personalised lifestyle recommendations targeted around the areas where you can make improvements. For those who wish to digest this information online, there’s a bank of over 50 educational videos behind the six pillars. For those who prefer to be coached in person, Everyone Active fitness team members are on-hand; we’ve already trained around 1,000 of our team in the You+ pillars. Alongside You+, we have a You+ Ultimate membership. This is only available at sites with additional physical facilities such as a spa and/or boutique-style studios; we have two such offerings, Fortis and reformer pilates. You+ is typically priced around £10 a month more than our standard Move+ membership, with You+ Ultimate a premium offering where available. We initially targeted 20 per cent of total sales to be You+ wellness memberships, but by the end of January – just one month on from launch
– we’d already hit 16 per cent, surpassing 30,000 You+ members. It’s too early to tell if these wellness memberships will increase member lifetime, but we’re certainly seeing improved retention: You+ leaver numbers are 1 per cent lower than Move+ leaver numbers. You+ members are also using our centres more regularly and staying longer on each visit. So, You+ is certainly driving engagement. What’s next for Everyone Active? We’ve just launched our second reformer pilates studio and are planning a further eight this calendar year. We’re also seeing a big market for recovery and will be rolling out hot-cold zones – including cryotherapy, plunge pools and red light therapy – and massage beds. We see recovery as a huge opportunity and hope to roll out 20 sites with some or all of these facilities this financial year.
There are already 5 million people in the UK taking GLP-1s. We believe our sector can support them on their journey.
Our other big focus over the coming months are GLP- 1s. There are already 5 million people in the UK taking these weight-loss drugs, either prescribed by their GP or purchased online. This is a fundamental shift in the landscape of how people engage with their health and we believe we can support them on their journey. We expect to have more detail behind our plans and proposition by the time this report is published, but we’re certainly looking to sign with a nutrition partner so we can offer advice on what to eat while taking GLP-1s. Conscious that this is a new audience who might finally have the confidence to be more active, we’re also looking at how we can help prevent loss of muscle mass – a big issue with GLP-1 weight loss. There is a huge opportunity here, not only in revenue terms but also in terms of driving social benefits; we expect our social value to surpass £300m this new financial year.
And generally, we’re investing significant capital in our facilities: over £25m over the course of the last and current financial years. In addition to the roll-out of reformer pilates and recovery, we’re rolling out the new branding that launched with our fitness product around 18 months ago. We’re redesigning what our whole buildings look like, which this year will address our dry- and wet-side changing, front of house and cafés. We believe this should yield not only commercial but also social return. What are the sector-wide opportunities? The shift towards wellness is a major opportunity for the whole sector, as are GLP-1s. In fact, I believe GLP-1s could be the way for our sector to break the 20 per cent penetration barrier over the next year. That will escalate exponentially if GLP-1s ultimately become a pill rather than an injection, which I fully expect to be the drug companies’ next step.
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STATE OF THE UK FITNESS INDUSTRY REPORT 2025
STATE OF THE UK FITNESS INDUSTRY REPORT 2025
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