INTERVIEW DUNCAN JEFFORD
A sector reshaped
What are the key trends in the market? We’re seeing a growing desire among consumers for wellness, recovery and a broader, 360° approach to health generally, rather than just coming in to do 20 minutes on a treadmill or go for a swim. Alongside that, expectations around personalisation and data tracking have increased signi cantly, as has demand and expectation of a broader range of facilities. This is in uencing how people use our centres, with customers increasingly spending longer on site and engaging in a wider range of activities. There’s been a particularly noticeable shift among younger consumers. For under-25s especially, the gym is becoming a social space. Where previous generations might have gone to the pub, we’re now seeing younger people spending their free time in gyms and leisure centres. As a result, leisure environments can no longer be purely functional; they need to feel welcoming, comfortable and considered. We are passionate about delivering an experience on a par with the private sector, with a strong emphasis on design, aesthetics and the overall customer journey. And public sector trends speci cally? The biggest change by far is the local government review that’s taking place at the moment. This is probably one of the most fundamental changes in local politics since councils rst began outsourcing services in the 1980s, impacting how public leisure is structured and delivered, but I don’t think the full implications have been widely understood yet. It’s going to fundamentally reshape the landscape.
Local government reform, rising costs and the emergence of GLP-1 drugs are reshaping the public sector fitness landscape at pace. Everyone Active managing director Duncan Jefford explains why scale will matter more than ever – and why the smartest operators will see opportunity where others see threat.
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STATE OF THE UK FITNESS INDUSTRY REPORT 2026
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