DEMOGRAPHICS
ALEXA PASSINGHAM • KEY ACCOUNTS & INSIGHT MANAGER, LEISURE DB
Beyond Size and Scale: Using Demographics to Build a Fitness Industry for Everyone
T he tness industry is a people- rst industry, built not just on equipment, facilities, or programming, but on the individuals and communities it serves. Traditionally, much of the focus has been on measuring size and scale: total memberships, market penetration, facility numbers, and revenue growth. These metrics remain critical. They help us track trends, benchmark performance, and
informed strategy, ensuring the unknown is given as much weight as the familiar. It is also important to recognise that not every facility needs to be everything to everyone. At an individual site level, success comes from clarity: understanding your unique selling points, de ning your target market, and ensuring you are delivering effectively for that audience.
The goal is not to dilute the offer, but to sharpen it, aligning services with the speci c needs of the community you are best positioned to serve. "If we are truly an industry for all, our data must reflect everyone, not just those already through the door." At an industry-wide level, however, the question must be: are we an industry for everyone? This is why diversity within the sector matters. There is space for public, private, and independent operators. There is room for low cost and premium models. We are here to help those striving to improve their max bench press and those wanting to pick up their grandchildren. We are here to help those training for marathons and those taking their rst steps towards a more active lifestyle. If we are truly an industry for all, if we want to make a meaningful difference to participation and if we are serious about asking, “How can we help?” to everyone, then we must combine size and scale analysis with demographic insight. This will ensure our growth as a sector is not only measured, but meaningful, inclusive, and built to serve every community.
provide context for where the industry stands today and where it may be heading. Without this macro view, it would be dif cult to identify opportunities or respond to challenges in a timely, strategic way. However, size and scale alone only tell part of the story. To truly understand our impact and how we can improve it, we must add more layers of data. This is where demographics come in. They allow us to move beyond “how many” and begin answering “who” and “why.” They help us understand the communities in which our gyms operate: age pro les, income levels, cultural backgrounds, health needs, and motivations. Crucially, demographic insight, especially when combined with structured segmentation, creates a more equal playing eld between members and non-members. Many operators know their members personally, understanding their routines and goals. But how do those individuals compare to the far larger group of “not-yet members” in the same catchment area? Demographic segmentation provides a methodology to bridge that gap. It allows us to contextualise our member base against the wider community, identifying who we are serving well and who we are missing entirely. It shifts us from anecdotal understanding to data-
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STATE OF THE UK FITNESS INDUSTRY REPORT 2026
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