INDUSTRY VIEWS
SCAN IT. WORK IT. TRACK IT. REPEAT.
DRIVING GROWTH THROUGH PERSONALISATION, DATA & CONNECTIVITY
After several challenging years and thanks to the industry’s collective innovation, adaptability and resilience, fitness is once again on the up, and we have every reason to be optimistic. More consumers than ever are prioritising their health and wellbeing, choosing to invest in gym memberships despite the rising cost of living. The recent UK Health and Fitness Market Report 2025, published by ukactive, shows the sector has achieved its highest-ever penetration rate, 16.9%, with membership income rising by £1.4bn in 2024 compared to 2022. The report also highlights that young adults face fewer barriers to joining gyms than older generations, suggesting the growth trajectory is likely to continue. There are other reasons to be hopeful. The current government has openly acknowledged the NHS is unsustainable without reform and has committed to prioritising community-based, prevention-over-cure solutions. This is another considerable development for the industry, as it has long been acknowledged that structured, community-first physical activity can play a huge role in improving lives, and government recognition of this will only help the industry advance further. The sector has also grown wiser. COVID-19 exposed the commercial vulnerability of a purely bricks-and-mortar model. In response, operators embraced technology, adopting digital solutions to stay connected to members. This shift has fast-tracked digital maturity and encourages operators to embrace digital ecosystems that place the consumer at the centre of their personalised fitness and wellbeing journey. To build on momentum and maximise impact, the sector must now focus on three key areas: Personalisation: Every individual entering a facility should receive a hyper- personalised activity programme tailored to their goals, performance levels and lifestyles. Programmes should be progressive, with regular performance feedback to encourage long-term engagement. AI integration, such as EGYM’s Genius, makes this possible and effective at scale. Data-driven outcomes: Performance data not only motivates individuals, it also enables the sector to demonstrate collective, evidence-based outcomes. Through effective data collection, we can observe the significant benefits of targeted interventions for people living with long-term conditions. This evidence is key to convincing the government of the critical role the fitness sector can play in public health. Connectivity and interoperability: Members must sit at the centre of a connected, open ecosystem that enables seamless interoperability of multiple brands, all working together to deliver a truly holistic approach to fitness and wellness. EGYM has always pioneered this open-partnership approach, creating environments that provide individuals and operators with the best-in-class across multiple functionalities. EGYM is committed to supporting the sector’s growth and achieving our shared mission to get more people, more active, more often.
Optimise processes, redefine strength training and harness the power of AI for results that make a difference. Only with the latest EGYM innovations.
Personalisation is no longer a luxury – it’s the expectation
STEVE BARTON Country Director, EGYM UK
FIND OUT MORE
uk.egym.com I sales@egym.com
19
STATE OF THE UK FITNESS INDUSTRY REPORT 2025
Made with FlippingBook flipbook maker