INDUSTRY VIEWS
DIGITAL TRANSFORMATION AND DATA FOR A STRONGER FUTURE IN THE FITNESS INDUSTRY
The fitness sector in the United Kingdom is at a turning point. Changing consumer expectations, rapid advances in technology and growing demands around sustainability are presenting both challenges and opportunities. At DECIDATA, we see data as the key to unlocking a more connected, efficient and impactful future for the industry. Fitness is evolving beyond physical activity. It’s becoming a central pillar of holistic wellness, and data is the engine helping us drive that change. Used well, data becomes much more than a tracking tool. It allows operators to enhance user experiences, uncover new business models and respond quickly to real-time needs. Based on our work across the sector, those embracing data-led thinking are consistently achieving stronger results. They’re increasing retention by understanding customer behaviour and tailoring their services. They’re shaping more effective business models by identifying which offerings create real value. On the operational side, data is helping reduce waste, automate processes and free up more time for what matters most: people. More importantly, it’s enabling sustainable growth that goes beyond short-term performance. Sustainability in fitness isn’t just about the environment. It’s about economic stability and social wellbeing too. I believe this industry has a unique ability to improve not only physical health but also mental resilience and community connection. That’s why we need a long-term vision. One that focuses on impact, not just output. That’s where data and technology, used with intention, can help us create something lasting. Data gives us a clearer picture of what people need and how we can meet those needs more effectively. The future of fitness depends on our ability to innovate, adapt and work together. The more collaborative we are, the more potential we unlock. At DECIDATA, we’ve seen how shared insight and strategic partnerships can shape better policy, attract new investment and ultimately create a more resilient and future-ready industry. This is about more than just business performance. When we share data across the sector, we’re able to show how fitness supports public health, reduces pressure on the NHS and contributes to healthier, happier lives. That evidence matters, especially when engaging with policymakers and funders who may still view fitness as a luxury, rather than an essential service. So here’s what I believe. We already have the tools. Data gives us insight. Technology gives us scale. Collaboration gives us reach. What we need now is collective intent. If we want fitness to play a central role in the future of health, wellbeing and sustainable growth, we need to lead that transformation together. At DECIDATA, we’re committed to helping the sector move forward with purpose. The industry has the people, the platforms and the passion. Now is the time to act with unity and urgency. The opportunity in front of us is far too important to ignore.
Data gives us a clearer picture of what people need and how we can meet those needs more effectively GONZALO ARTIACH President, DECIDATA
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STATE OF THE UK FITNESS INDUSTRY REPORT 2025
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