focus is now firmly back on premium and we’ve allocated a disproportionate share of global CapEx to the UK over the next 24 months. It will always be a journey – there will always be more we want to do – but by the end of this period, the majority of our physical transformation work will be complete. Have you increased your fees? Pricing is linked directly to investment. Where we’ve significantly upgraded a club, we’ve increased prices to existing members, typically in the range of 8–20 per cent. Where we haven’t yet invested, any price increases have been in-line with inflation. What we are clearly seeing is that when the proposition is right, price becomes less of an issue. Ours are all-inclusive memberships that span unlimited reformer Pilates, recovery, co-working, spa facilities and more. Members recognise the value. Changes in member behaviour following a club upgrade drive this value proposition even higher. Following each major investment, our data shows members visiting more frequently – moving from one or two visits a week to three, four or five – and
staying longer when they’re in the club. This rise in engagement is critical: it improves retention, which is our primary motivation for doing all of this. Anything else in the pipeline? For the first time in a while, we’re actively looking for new sites in the UK alongside reinvestment in the existing estate. This is part of a growth agenda that also includes major expansion across continental Europe – existing and new markets – as well as potentially markets such as the US. How do you see the future of the sector? It’s an incredibly exciting space to be in. Across all segments – public, private, low-cost, premium – the industry is growing, driven by rising levels of consumer engagement and interest in wellness and real-life experiences. But with this comes responsibility. Ours is a sector that genuinely has the power to tangibly change people’s lives for the better, which isn’t something many industries can say. I believe it places an obligation on all of us to curate products and experiences that really deliver on this.
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STATE OF THE UK FITNESS INDUSTRY REPORT 2026
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