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Health and Fitness Clubs - UK - July 2018

“Operators need to embrace technology but remember that this is no substitute for personal interaction. Personal trainers and gym staff are a brand’s strongest asset. Affordability of personal training can be addressed, while using online channels to build rapport with customers can help overcome barriers to interaction.”
– Helen Fricker, Associate Director - Leisure

This report looks at the following areas:

  • How can operators encourage members to seek advice and support in person?
  • How can operators compete with online exercise sources?

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Private health and fitness market valued at £3.2 billion
              • Figure 1: Value of the UK private health and fitness club market, 2013-23
              • Figure 2: Volume of the UK private health and fitness club market, 2013-23
            • Low-cost and franchise expansion
              • High street closures are fuelling gym openings
                • Companies and brands
                  • PureGym reaches 200 sites and a million members
                    • Figure 3: Leading private health and fitness club operators, by number of sites, June 2018
                  • The consumer
                    • Online workouts more common than classes
                      • Figure 4: Participation in health and fitness activities, May 2018
                    • Rise in gym usage and steep drop in rejection
                      • Figure 5: Private health and fitness club usage and consideration, April 2014 - May 2018
                    • Multiple gym memberships not uncommon
                      • Figure 6: Number of health and fitness clubs used, May 2018
                    • One in ten visits daily and nearly half go at weekends
                      • Figure 7: Frequency of health and fitness club visits, May 2018
                      • Figure 8: Day of health and fitness club visits, by gender, May 2018
                    • Predictable peak times
                      • Figure 9: Time and day of health and fitness club visits, May 2018
                    • Majority pay below £40 for membership
                      • Figure 10: Current, previous and potential health and fitness club membership fees, May 2018
                    • Affordable personal training sought and half expect online to be same standard as in-person
                      • Figure 11: Attitudes towards online and in-person health and fitness interactions, May 2018
                    • Opportunity for medical and wellness incorporation, while a third expect virtual classes
                      • Figure 12: Attitudes towards health and fitness club developments, May 2018
                    • Location more of a driver than price while group setting and tech can encourage visits
                      • Figure 13: Attitudes towards drivers of health and fitness club usage, May 2018
                    • Drop in competition from gym alternatives but over a third have considered cancelling
                      • Figure 14: Attitudes towards health and fitness clubs and membership, May 2018
                    • What we think
                    • Issues and Insights

                      • How can operators encourage members to seek advice and support in person?
                        • The facts
                          • The implications
                            • How can operators compete with online exercise sources?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Private health and fitness market valued at £3.2 billion
                                    • Increase in gym visits and intentions to spend on leisure
                                      • Low-cost and franchise expansion
                                        • Boutique offerings
                                          • High street closures are fuelling gym openings
                                            • The growth of online content
                                              • Wearable technology and apps
                                              • Market Size and Forecast

                                                • Private health and fitness market valued at £3.2 billion
                                                  • Figure 15: Value of the UK private health and fitness club market, 2013-23
                                                  • Figure 16: Value of the UK private health and fitness club market, 2013-23
                                                • Member numbers set to reach six billion by 2020
                                                  • Figure 17: Volume of the UK private health and fitness club market, 2013-23
                                                  • Figure 18: Volume of the UK private health and fitness club market, 2013-23
                                                • Forecast methodology
                                                • Market Segmentation

                                                  • Membership fees dominate revenue
                                                      • Figure 19: Consumer spending in private health and fitness clubs, 2014-18
                                                  • Market Drivers

                                                    • Increase in gym visits and intentions to spend on leisure
                                                      • Low cost and franchise expansion
                                                        • Boutique offerings
                                                          • High street closures are fuelling gym openings
                                                            • Changing exercise trends
                                                              • The growth of online content
                                                                • Wearable technology and apps
                                                                • Companies and Brands – What You Need to Know

                                                                  • PureGym reaches 1 million members and 200 sites
                                                                    • Smaller brands taking foothold
                                                                      • Wellness movement
                                                                        • Methods to aid retention and acquisition
                                                                          • Exercise to prevent and treat injury and illness
                                                                            • Boutiques expanding fast
                                                                              • Moving away from the treadmill
                                                                                • The future of fitness focuses on tech and the environment
                                                                                  • Making exercise more accessible
                                                                                    • Celebs and influencers
                                                                                      • Wearable and apps
                                                                                      • Key players

                                                                                        • PureGym
                                                                                          • Figure 20: PureGym estimated site numbers, member numbers, revenue, region, offer and outlook, May 2018
                                                                                        • Anytime Fitness
                                                                                          • Figure 21: Anytime Fitness estimated site numbers, member numbers, revenue, region, offer and outlook, May 2018
                                                                                        • DW Fitness First
                                                                                          • Figure 22: DW Fitness First estimated site numbers, member numbers, revenue, region, offer and outlook, May 2018
                                                                                        • The Gym Group
                                                                                          • Figure 23: The Gym Group estimated site numbers, member numbers, revenue, region, offer and outlook, May 2018
                                                                                        • Nuffield Health
                                                                                          • Figure 24: Nuffield Health estimated site numbers, member numbers, revenue, region, offer and outlook, May 2018
                                                                                        • David Lloyd Leisure
                                                                                          • Figure 25: David Lloyd Leisure estimated site numbers, member numbers, revenue, region, offer and outlook, May 2018
                                                                                      • Market Share

                                                                                        • PureGym reaches 200 sites…
                                                                                            • Figure 26: Leading private health and fitness club operators, by number of sites, June 2018
                                                                                          • …and a million members
                                                                                            • Figure 27: Leading private health and fitness club operators, by estimated membership numbers, June 2018
                                                                                          • Franchise focus
                                                                                          • Launch Activity and Innovation

                                                                                            • Smaller brands taking foothold
                                                                                              • Wellness movement
                                                                                                • Methods to aid retention and acquisition
                                                                                                  • Exercise to prevent and treat injury and illness
                                                                                                    • Boutiques expanding fast
                                                                                                      • UK-based operators
                                                                                                        • Overseas operators
                                                                                                          • Moving away from the treadmill
                                                                                                            • Boxing
                                                                                                              • Prama
                                                                                                                • OCRs and Inflatables
                                                                                                                  • Playground fun
                                                                                                                    • The future of fitness focuses on tech and the environment
                                                                                                                      • Making exercise more accessible
                                                                                                                        • Celebs and influencers
                                                                                                                          • Wearable and apps
                                                                                                                          • Case Studies

                                                                                                                            • WeGym makes personal training more accessible
                                                                                                                              • Les Mills reports an increase in club licenses
                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                • Nuffield Health increases ad spend
                                                                                                                                  • Figure 28: Total above-the line, online display and direct mail advertising expenditure of top 10 health and fitness club advertisers, 2013-17
                                                                                                                                • Sponsorships and Partnerships
                                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                    • Online workouts more common than classes
                                                                                                                                      • Gym users not completely loyal to clubs
                                                                                                                                        • Rise in gym usage and steep drop in rejection
                                                                                                                                          • One in ten visits daily and nearly half go at weekends
                                                                                                                                            • Majority paying below £40 for membership
                                                                                                                                              • Two thirds seeking more affordable personal training
                                                                                                                                                • Half expect online instruction to be same standard as in-person
                                                                                                                                                  • Opportunity for medical and wellness incorporation
                                                                                                                                                    • Location more of a driver than price
                                                                                                                                                    • Health and Fitness Activity Participation

                                                                                                                                                      • Online workouts more common than classes
                                                                                                                                                        • Young women most keen on online workouts
                                                                                                                                                          • Figure 29: Participation in health and fitness activities, May 2018
                                                                                                                                                        • Gym users not completely loyal to clubs
                                                                                                                                                          • Potential gym goers using online workouts
                                                                                                                                                            • Figure 30: Participation in health and fitness activities, by health and fitness club usage, May 2018
                                                                                                                                                        • Health and Fitness Club Usage

                                                                                                                                                          • Rise in gym usage and steep drop in rejection
                                                                                                                                                              • Figure 31: Private health and fitness club usage and consideration, April 2014 - May 2018
                                                                                                                                                            • Young men the biggest gym fans but older adults should not be overlooked
                                                                                                                                                              • Use personalised support to target young women
                                                                                                                                                                • Figure 32: Private health and fitness club usage and consideration, by age and gender, May 2018
                                                                                                                                                              • Multiple gym memberships not uncommon
                                                                                                                                                                • Figure 33: Number of health and fitness clubs used, May 2018
                                                                                                                                                            • Day and Time of Visitation

                                                                                                                                                              • One in ten members visit daily
                                                                                                                                                                  • Figure 34: Frequency of health and fitness club visits, May 2018
                                                                                                                                                                • Half as many people visit at weekends
                                                                                                                                                                  • Figure 35: Day of health and fitness club visits, by gender, May 2018
                                                                                                                                                                • Predictable peak times
                                                                                                                                                                  • Figure 36: Time and day of health and fitness club visits, May 2018
                                                                                                                                                              • Membership Fees

                                                                                                                                                                • Majority paying below £40 for membership
                                                                                                                                                                  • Figure 37: Current, previous and potential health and fitness club membership fees, May 2018
                                                                                                                                                              • Attitudes Towards Online and In-person Interaction

                                                                                                                                                                • Two thirds seeking more affordable personal training
                                                                                                                                                                  • Half expect online instruction to be same standard as in-person
                                                                                                                                                                      • Figure 38: Attitudes towards online and in-person health and fitness interactions, May 2018
                                                                                                                                                                    • A fifth shared a workout online
                                                                                                                                                                      • Young women biggest market for PTs
                                                                                                                                                                        • Figure 39: Agreement with statement “I would have or would have more personal training sessions if it was more affordable”, by age and gender, May 2018
                                                                                                                                                                    • Attitudes Towards Health and Fitness Club Developments

                                                                                                                                                                      • Opportunity for medical and wellness incorporation
                                                                                                                                                                        • Over a third expect VR and immersive classes in gyms
                                                                                                                                                                          • Figure 40: Attitudes towards health and fitness club developments, May 2018
                                                                                                                                                                      • Drivers of Use of Health and Fitness Clubs

                                                                                                                                                                        • Location more of a driver than price
                                                                                                                                                                          • CHAID analysis
                                                                                                                                                                            • Figure 41: Health and fitness clubs – CHAID – Tree output, May 2018
                                                                                                                                                                          • Majority more likely to visit with others, especially young women
                                                                                                                                                                            • Technology is a driver for many
                                                                                                                                                                              • Figure 42: Attitudes towards drivers of health and fitness club usage, May 2018
                                                                                                                                                                          • Threats to Health and Fitness Clubs

                                                                                                                                                                            • A fifth don’t feel valued
                                                                                                                                                                              • Drop in competition from gym alternatives…
                                                                                                                                                                                • ...but over a third have considered cancelling
                                                                                                                                                                                  • Figure 43: Attitudes towards health and fitness clubs and membership, May 2018
                                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                                      • CHAID methodology
                                                                                                                                                                                        • Figure 44: Health and fitness clubs – CHAID – Table output, May 2018
                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                      • Market value
                                                                                                                                                                                        • Figure 45: Forecast of consumer expenditure on private health and fitness clubs, 2018-23
                                                                                                                                                                                      • Market volume
                                                                                                                                                                                        • Figure 46: Forecast of private health and fitness club user numbers, 2018-23
                                                                                                                                                                                      • Forecast methodology

                                                                                                                                                                                      Health and Fitness Clubs - UK - July 2018

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