The UK fitness industry has significant headroom for growth, consumers are prioritising their spend on fitness and the importance of cleaners is being underestimated, according to a report released today.

The Voice of the UK Gym Customer has been put together by insight firm CIL using data collected independently by Total Fitness. In a generous gift to the industry, the mid-market chain has chosen to share the insights to drive the industry forward.

“Over the course of the last five years at Total Fitness, we’ve generated one of the biggest catalogues of gym customer data in the UK,” says CEO, Sophie Lawler. “Generated independently by Steve Leigh at Sensu and spanning all sorts of attitudinal and behavioural insight we’ve amassed around 75,000 primary data records. 

“We use this data to stimulate our thinking as a team, to stay outside the echo chamber and inform our expectations, but once we’ve done that, it’s no longer useful to us. But it is useful for others, so last year we gave it away. 

“I found some of the best and brightest strategy consultants in Liam McGuinness and Jack Turner at CIL and gave it all to them, knowing that the data could be useful for the whole industry when impartially analysed and presented for the benefit of all.

“From a mass of information, they’ve carefully crafted a report that's universally helpful and then made it available freely for everyone.

"Think of this report as a critical friend to the industry. Honest even if a little uncomfortable and helping keep your eyes up. It’s my great hope that it’s useful, to the extent that it's updated and published annually.” 

Room for growth

The findings show there's room for growth in the UK market with supply still not meeting demand, especially outside cities. All business models can succeed, providing they're aligned to local needs and executed well. 

While technology is growing in importance – for tracking, personalisation and seamless membership management – two of the most important factors for customer experience are low-tech. These are high cleaning standards, with visible cleaning staff and gyms not being overcrowded.

Cleanliness is a core expectation with around 60 per cent of respondents saying it's very or extremely important, with perceptions closely linked to visible staff presence.

Capacity is a consistent pressure, an average of 31 per cent of respondents said this is their primary frustration. The report says that capacity rather than price sensitivity is the sector’s most material challenge and also highlights unmet demand. Total Fitness has acted on this advice by closing membership at the Whitefield Women’s Gym as it reached capacity, to ensure a great customer experience.

Major cities record the highest penetration rates, while lower density and suburban areas are comparatively under-served. With the US achieving 25 per cent penetration and Scandinavia 20 per cent – both with expanding markets – there's room for targeted expansion in the UK, especially into lower-density and lower-income areas, with micro-gyms and convenience-led models having potential.

“I can think of few other sectors with a near-100 per cent addressable market,” says Lawler. “If we genuinely believed 80–90 per cent penetration was achievable, we would work harder to broaden access beyond price alone – improving how gyms feel, attracting lower-confidence customers, and expanding the serviceable market. We would also rethink footprint, finding ways to make the economics work everywhere.”

Core part of household spend

With penetration at 17 per cent, gym memberships are increasingly being treated as non-discretionary and the 'primary hobby' of many members. This is especially true among the younger cohorts.

Traction is also growing among older age groups, with a third of 45 to 54-year-olds having a membership and 48 per cent of over-65s saying their gym membership is 'essential'.

Gyms now sit alongside core household priorities in the consumer hierarchy of spend – around 38 per cent say their gym membership is an essential expense and a preferred use of leisure time and spend. 

The three biggest criteria for joining a gym are convenience; the quality and suitability of the proposition and value for money, however, while price plays a role, for active members it's rarely the decisive factor.

Nearly two-thirds of members are willing to pay for additional services. The most sought after being fitness products such as workout plans, PT and body scans (53 per cent); nutritional and wellness services (50 per cent); access to dedicated training zones (43 per cent); food and drink (39 per cent) and recovery products such as cold water therapy (38 per cent).

“In the past six months we’ve launched two bolt-on products with close to 10 per cent of new members adding them at sign-up,” says Total Fitness CCO, Kerry Curtis. “Early signs show these members visit 44 per cent more often, underlining the role of bolt-ons driving incremental value.”

Thirty six per cent of consumers complement their gym membership with another paid-for fitness service. These include adding Crossfit or membership of a boxing gym (42 per cent); an organised outdoor class or activity (24 per cent); group exercise at a studio, such as Pilates (14 per cent) or a second gym membership (6 per cent).

Social environment

Gyms are becoming increasingly valued as a social environment, with 56 per cent viewing their gyms as an important part of their social life, especially young, high-earning Londoners (68 per cent).

This means that gym and health club layout needs to be taken into account, to encourage natural interaction and allow paired workouts, which can add capacity challenges.

Around 4 per cent of respondents are currently using GLP-1 medications, with a further 12 per cent open to future use. Users consistently report that medication supports rather than replaces exercise and many cite increased confidence, motivation and capacity to sustain activity.

“Confidence and the perceived right to belong remain barriers to gym participation, particularly for women. GLP-1 use may help more people cross the threshold,” says Curtis. “Our role is to support them once inside, by creating spaces that feel welcoming and recognise the effort it takes to show up.”

The report concludes that the opportunity ahead is significant as gyms increasingly become a place to connect, recover and belong. It predicts that operators and investors that meet local demand, manage capacity, integrate technology and create spaces that people want to spend time in will be best positioned to capture the next phase of growth.

Total Fitness has 15 large mid-market clubs across the north of England and Wales, as well as the Swim Academy and The Women’s Gym brands.

Lawler spoke at the 2025 HCM Summit about how she reimagined the broken business when she took the helm in 2018. Allowing boredom, being uncommercial and deep listening are all fundamental to her leadership. You can watch her keynote here.

The report, The Voice of the UK Gym Customer, is free and available to download here.