In many industries, it is now commonplace for consumers to access the services they want in a way that suits them. Flexibility, convenience and choice rule, with many apps around to facilitate this. You only have to look at the success of businesses like Uber, Booking.com, Airbnb and Just Eat among others to recognise that consumer behaviour is shifting.

We are now seeing this trend reaching the fitness industry, with people wanting to work out where and when they want under one membership scheme. Because these ‘flexible memberships’ provide an easier way to stay active, they also have great benefits to fitness operators looking to improve sales and retention.

But what are flexible memberships and how do they work? To help you, we've put together a simple guide to how MoveGB works for our partner network.