We’re seeing low-cost brands move into the mid-market, mid-market brands into premium. Let’s return to the price rises, for they’re significant enough to be changing the face of the market. Higher prices, added value But I digress. Through events such as our annual Evolve conference and new Leisure DB Roundtables, we’re working in collaboration with suppliers and operators across the industry to spearhead collaboration, communication and change within the industry. This must change and next time the government asks questions, our industry must be ready to answer them. The sports and fitness sectors couldn’t provide enough answers – cue far less support and a heavier administrative burden attached to the support that was provided. The arts – more advanced on customer insight – could provide answers to the government’s questions, drawing on data from over 800 organisations which between them represent around 220,000 jobs. No wonder the arts received a £1.5bn pandemic recovery fund in the UK, compared to £100m for sports and fitness. Have we been undervaluing our product? Have we not appreciated the scope to participate at different price points? Have we failed to understand the latent demand? Now, buoyed by the dual forces of higher costs and higher perceived value, we’re building back up to where we need to be.Īt IHRSA San Diego in March, speaker after speaker talked about how they had been forced to raise prices, only to discover it did not have an impact on member numbers. This is notable, as our sector has for many years been slow to keep up with inflation and price indices: in real terms, the cost of our products and services have fallen significantly over time.

Over the 12 months to the end of March 2023, a cumulative increase in monthly fees raised the value of the UK industry to new heights – all without impacting member numbers. Third, higher costs have legitimised monthly price rises. These are all positive signs of the sector’s long-term resilience and they highlight a customer-centric opportunity to play a more proactive role in preventative healthcare. Second, every indication is that ‘health is the new wealth’, and those who remain customers of our health clubs have been encouraged to place a greater value on our products and services and to use them more.

After all, how can people achieve results and improve their health if they never visit our facilities or benefit from our support? Positive impact of the pandemic First, the pandemic removed so-called ‘sleepers’ – something I personally believe is a long-term embarrassment for the sector and an issue that has been a fly in the ointment of all we stand for. This year marks the 15th edition of the report to be published for the UK’s fitness sector since 2007 and the figures make for particularly fascinating reading, as a newly-honed fitness sector emerges from the pandemic, leaner yet arguably stronger and more resilient.Īlthough the devil’s in the detail, I’d suggest that the pandemic, inflation and higher energy costs will – in the long term – be beneficial for the industry. The UK’s top 10 public sector operators account for just under 30 per cent of all public gyms and almost 40 per cent of both public sector members and public sector market value, while the UK’s top 10 private sector operators account for 30 per cent of all private clubs, but more than 60 per cent of private sector members and almost 60 per cent of private sector market value The costliest memberships are in London at £69.81 per month (55 per cent above the UK average), and the most affordable in Yorkshire and Humber at £35.52 per month (21 per cent below the UK average). The average price of a gym membership currently stands at £44.92 – but there are regional differences. The increases in member numbers and market value were greater in the private sector than in the public sector, with budget chains, PureGym and The Gym Group, the two leading operators in terms of new gym openings in the 12 months to the end of March 2023. These are some of the key findings from our State of the UK Fitness Industry Report 2023. The UK has slightly fewer gyms (0.9 per cent) in 2023 than in 2022, but member numbers are up 3.9 per cent and market value is the highest we’ve observed.

Higher costs have legitimised price rises, with increases in membership fees raising the value of the industry without impacting member numbers

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