The new UK Health and Fitness Market Report shows positive growth and increasing consumer demand, as UK Active’s Matthew Wade explains

Leaders from across the sector gathered with city analysts and media in London recently for the launch of the UK Health and Fitness Market Report from UK Active.

The report was created by bringing together data, expertise and partners to deliver the sector’s most authoritative source of market intelligence.

It’s not a one-off publication, but will serve as an annual benchmark, enabling year-on-year comparisons and deeper analysis over time.

The launch event was hosted by Deloitte, which conducted the analysis behind the new report and also produces EuropeActive’s European Health and Fitness Market Report.

These two industry studies enable operators to understand quarterly trends across the UK and Europe, helping them benchmark and track their performance, which can ultimately help refine strategies and improve member engagement and retention.

A new report for the UK market
The UK Health and Fitness Market Report covers the calendar year 2024 and data was collected from operations of all sizes, from multinational chains to independent businesses and across England, Scotland, Wales and Northern Ireland. This was then integrated with consumer insights, so operators, investors, and policymakers can make informed decisions based on the fullest picture of the market.

Supported by Sport England and 4Global, the annual study is the first to provide quarterly trends for the UK fitness sector, bringing together data from all sectors based on recorded customer visits – members ‘swiping’ into facilities at the front desk – so we can be confident about the accuracy of the data.

Data is also included from 4Global’s DataHub, which serves as the foundational dataset for Sport England’s Moving Communities platform for the public sector.

This is complemented by UK Active and 4Global’s Private Sector Benchmarking work, alongside data shared from three independent sector leisure management systems, ClubRight, GymOS and ClubWise.

UK Active’s Consumer Engagement data, which is delivered by Savanta and Deloitte’s investment, mergers and acquisitions analysis is also in the mix.

Collaboration and credibility
The UK Health and Fitness Market Report can be used by operators to demonstrate success and seek investment, providing a clear picture about the growth of the industry as an investment opportunity and the market trends that can be used to target investment.

It also provides government and stakeholders with evidence that can be used to help shape public policies promoting physical activity and sector sustainability, while also strengthening the position of the sector in its role delivering better health for the nation and improving the economic landscape.

Industry data
Total income of the sector was £5.224bn in 2023 and grew to £5.686bn (rounded to £5.7 billion) in 2024.

Increases in memberships and revenues has occurred despite a backdrop of cost-of-living pressures, with the ONS Household Expenditure Insights finding discretionary spending has been slower to recover post COVID-19 pandemic than non-discretionary expenditure.

This means we’re seeing many consumers prioritising their health and continuing to invest in our sector’s services.

Membership numbers increased by 6.1 per cent in 2024, reaching 11.5 million members – the highest number ever recorded and consumer engagement data suggests this is a trend being driven by the 16 to 24 age group.

Penetration rates across the UK reached 16.9 per cent. Penetration rate in this case is the proportion of the total population that hold a health and fitness club membership and these increases show that the uptake of memberships across the UK is growing steadily.

The number of health and fitness clubs grew, from 5,555 in 2023 to 5,607 in 2024 – a rate of 0.9 per cent. This is despite a challenging economic backdrop and pressure on businesses, with operators still managing to improve services and expand their offerings to both maintain and grow their facilities.

What does consumer polling show?
Membership data is complemented by consumer polling data, with UK Active’s quarterly Consumer Engagement Survey, providing additional supporting evidence. This includes analysis of more than 8,000 individual respondents who took part in the quarterly polling in 2024.

The consumer data included in the report shows growth across the sector is not only being achieved through the performance of operators, but also through the improving health and motivations of the nation.

For example, researchers found that membership of a health club is strongly linked to increased levels of physical activity, with 33 per cent of non-members being classed as ‘inactive’, compared with 18 per cent of past members and just 3 per cent of current members.

Having a membership was highest among younger respondents and those aged 25-34 were the most likely to be a current member, followed by those aged 16-24. This suggests younger people are placing increasing importance on physical, social and mental wellbeing, while also demonstrating that memberships are becoming more of a ‘must have’ than a ‘nice to have’.

The consumer research also highlights some of the preferences and barriers individuals have when it comes to taking out memberships and staying active within facilities. For example, the research found that exercising at home and at the gym appear to complement each other rather than compete. People who frequently exercise at home are also more likely to hold a membership.

Price is still the biggest hurdle and barrier to taking out a membership for those that are not currently members, while for those that do have a membership, the biggest pull factor is location.

Growth in the global market
The new UK-focused report represents a milestone in the growth and development of the sector in the UK, and the findings will also be included in the European Health and Fitness Market Report delivered by EuropeActive and Deloitte, further enhancing the standing of the UK within the global health and fitness industry.

Looking ahead, UK Active and its various partners plan to expand data collection, include more operators and refine methodologies to ensure ever greater accuracy.

By consistently tracking quarterly trends, the report will continue to provide the sector with the essential foundation that it needs to grow and thrive.

Matthew Wade is interim director of research at UK Active

More: www.hcmmag.com/UKHFMR2025