INDUSTRY VIEW
JULIE ALLEN • ACTIVE INSIGHT
From mindset to momentum: understanding the real barriers to physical activity
W hile industry growth is encouraging, sustaining and accelerating this momentum depends on a deeper, more meaningful understanding of consumers. Real progress comes not just from knowing what people do, but from understanding how they feel and experience physical activity. To drive participation, unlock growth, and reduce
The research also provides clear guidance for change. If energy, not effort, is the primary barrier, messaging must evolve. Physical activity should be framed as something that generates energy
rather than depletes it. Similarly, offering shorter, more exible formats such as express sessions or
options tailored for “low energy days” is not just a programming adjustment, but a
inequalities, organisations must shift perspective and see the world through the consumer’s eyes. Research from Active Insight, based on 530 responses from its Consumer Insight Panel, highlights a critical disconnect in traditional thinking. The ndings challenge the long-held belief that cost and access are the primary barriers to physical activity. Instead, internal factors dominate: fatigue (30.94%), low motivation (25.66%), and perceived health limitations (19.62%) are the leading obstacles. Structural barriers, often the focus of strategy, play a smaller role than expected. This reveals a key issue: many strategies are built on assumptions about what consumers need, rather than an understanding of what they feel and often experiences are not designed based on how organisations want people to feel when they engage with them. Behind each statistic is a personal story shaped by low energy, lack of con dence, and psychological resistance. When these realities are overlooked, services may be accessible in theory but remain emotionally or mentally out of reach for many people. Understanding today’s consumer requires more than basic demographic segmentation. It calls for continuous, structured insight into attitudes, behaviours, and lived experiences across different environments. Tools like the Consumer Insight Panel are essential, enabling organisations to move beyond surface-level data and gain actionable understanding that re ects real human experiences.
strategic response to genuine consumer needs. Psychological safety is another critical factor. Nearly one in ve people cite health or physical limitations as a barrier, often driven by fear or uncertainty rather than actual capability. This creates an opportunity to shift messaging away from intensity and performance towards reassurance and inclusivity. Encouraging people to “start where they are” and “progress at their own pace” becomes essential in lowering entry barriers.
“Real progress comes not just from knowing what people do, but from understanding how they feel and experience physical activity.”
Con dence also plays a signi cant role. Concerns about long-term commitment and past unsuccessful attempts highlight the need to build belief, not just provide access. Simplifying user journeys, reducing friction, and applying behavioural insights to customer experience design can help individuals feel more capable and supported.
Ultimately, data alone is not the competitive advantage, how it is interpreted and applied is what matters. Deep, empathetic understanding of consumers is now fundamental to future growth. Turning insight into meaningful action is the key to moving people from hesitation to participation, and from mindset to momentum. Julie Allen, Managing Director, Active Insight
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STATE OF THE UK FITNESS INDUSTRY REPORT 2026
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