What’s shaping your strategy today? In the past, people looked to gyms to provide facilities, with convenience and price dictating which gym they joined. Today, consumers are far more informed and intentional about their health. They want access to outcomes, not just facilities. They want support, knowledge, expertise and personalisation. They want to know that what they’re doing is actually improving their health, with measurable results. This shift – from access to outcomes – is the single biggest change shaping our strategy and is directly reflected in our commercial growth and member engagement. At the same time, although we live in an incredibly connected digital world, people are becoming socially disconnected. Our interactions are often with machines, not people. As a result, health clubs increasingly have a role as community hubs – the modern equivalent of a social club or pub – bringing people together around shared goals. I therefore believe the challenge is to create environments that are motivating, engaging and sociable to nurture a sense of belonging, while also helping members achieve meaningful health outcomes. We have to help people understand and optimise their healthspan, energy and quality of life. This is what today’s more informed consumer is actively seeking.
How has your own journey influenced your thinking? It’s had a huge influence. I was diagnosed with myeloma nine years ago and, last year, was told I had three to six months left to live. Thankfully, things have turned around and I’m currently in remission, but the experience completely changed how I think about health. That experience shifted me from being an operator of fitness facilities to becoming a student of health optimisation. I already knew physical activity would benefit me and I’ve had great medical care throughout, but I wanted to explore how else I might help myself. As they always say, if you can’t measure something, you can’t manage it. So I started looking much more closely at my own body, using the results of my weekly oncology bloodwork to inform and track the impact of my decisions around nutrition, recovery and complementary therapies such as breathwork, cold therapy and IV infusions. By monitoring my blood markers, I started to understand what was happening inside my body in real time. It really opened my eyes; most people know what’s going on financially in their lives, but very few know what’s happening inside their own bodies. This will change. The future of our industry will be built around measurement, personalisation and data-led health decisions.
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STATE OF THE UK FITNESS INDUSTRY REPORT 2026
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