CHAIR FOREWORD
‘TAIN’T WHAT YOU DO, IT’S THE WAY THAT YOU DO IT! AND THAT’S WHAT GETS RESULTS!
We are all obsessed with data! On its own, data is interesting. While collecting data for data’s sake gives an impression of value, it is meaningless without a purpose. We need to provide a reason and purpose for the collection of data and as the wonderful jazz standard goes – ‘Tain’t what you do, it’s the way that you do it!’ The interpretation of data is where the real value is! In the past, in gauging the success of our precious industry, we have focused on the number of members and the number of gyms, plus the value of each membership. These matrices are important indicators, but the real value of data will come when we can use it to understand the real value to our members and users and use that information to refine and improve our product offerings for the benefit of our existing market and to attract new markets. We have industry data, the next stage is customer/user and behaviour data! The development of AI tools will expand both the availability and the quality of the data we can and will collect. It is vital that we understand what information we, as an industry, need to provide a better product for the UK population, to help the health and wellbeing of the nation and to build a robust and profitable industry. To achieve this, we have expanded our data questions to try and build a wider understanding of the needs of our existing and future clients. As a fresh challenge, it would be interesting to try and build an understanding of the overused words ‘Wellness’ and ‘Wellbeing’ and what data needs to be analysed to build an industry standard? Our annual reports on the industry have been produced for over 25 years, with our methodology continually refined and developed during that time. Our research combines telephone and desk-based methods, operator submissions, and direct online uploads from gyms. We have prioritised direct contact with as many of the 7,000+ facilities as possible, alongside desktop research, to develop a comprehensive understanding of growth patterns and facility availability across the UK. I would like to acknowledge and congratulate ukactive and Sport England on the recent release of their report on the fitness industry using direct data feeds from the major operators. It’s encouraging to see growing momentum in the sector, with more organisations and operators stepping forward to share insights and data. The increased visibility and collaboration across the industry are vital to its continued growth and evolution, and we welcome every contribution that helps drive the conversation forward. Our independent report endorses and supports the findings of the ukactive report. When a Bill is put to the House of Commons & the House of Lords, the minister presenting the Bill will eventually bring the debate to a conclusion by saying, “I commend it to the House”. In my case, “I commend this report to the Industry”.
The real value of data will come when we use it to understand the value to our members and refine our offerings to attract new markets
DAVID TURNER Chair, Leisure DB
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STATE OF THE UK FITNESS INDUSTRY REPORT 2025
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