This report offers a comprehensive analysis of the UK health and fitness club market. Know how and why consumers engage with your sector and data-backed opportunities to grow appeal.
UK Health and Fitness Clubs Market – Current Landscape
2023 saw some gym members trade down to budget-friendly gyms and the cost of living crisis is still a concern, despite macro-economic headlines. However, with consumers still prioritising their health and wellbeing and taking steps to proactively manage it, brands still need to demonstrate value for money and employ robust engagement strategies to inhibit potential attrition.
51% of UK consumers who have visited a private health and fitness club or would be interested in joining one in future, agree that gyms can be “intimidating places”. Breaking down barriers and making gyms and health clubs appear aspirational and accessible to all can be a focus area for brands. Making consumers feel comfortable is crucial for attracting and retaining new members.
Against the backdrop of ‘gymtimidation’, brands have a number of ways to create engagement with gym goers and potential goers, by focusing on social and fun upsides that gyms can bring. For instance, designing classes with fun at their core can help to get consumers in the fitness habit, with non-traditional fitness experiences that encourage members to stay active and form healthy habits. Emphasising the social upside of gym going can also add another dynamic for consumers to latch onto.
UK Health and Fitness Clubs – Market Statistics
- Health and fitness club market size: The market value continues to bounce back from the pandemic, hitting new highs in 2023 of £3,585m. This growth can be attributed to increased membership and higher fees from increased prices.
- Health and fitness club market share: Mintel estimates that the budget sector of health and fitness clubs accounts for over half of the total market. Ease of setup and venue choice make budget gyms easier to open, giving some reason behind this observation.
- Usage and membership of health and fitness facilities: UK consumers aged 16-24 are most likely to have visited a private health and fitness club venue in the past 12 months. There is an opportunity to push this lifestyle choice to younger consumers.
- Participation in activities at private health and fitness clubs: Low impact activities such as yoga and pilates are key to attracting new women members, as they are statistically more interested than men in these activities. Swimming is also more popular among women.
UK Health and Fitness Clubs Market Report – What’s Inside?
Key Topics Analysed in the Report
- The impact of economic conditions on the health and fitness clubs market.
- Health and fitness club market size analysis and forecast.
- Health and fitness club market share of major players and innovation.
- Consumer use of public vs private health facilities, and of private clubs by price level.
- The type of exercise undertaken in private health and fitness clubs.
- Importance of exercise to physical as well as mental wellbeing.
- Segmentation analysis identifying five different types of gym visitors.
Report Scope
For the purposes of this Report, Mintel has used the following definitions:
The budget segment is defined by memberships costing approximately £25 a month or significantly lower.
Typical memberships in mid-market gyms range from £20-40 per month, with contracts somewhat flexible, though geared towards the long term.
The premium segment of the private health and fitness club market is defined by its higher price range starting at approximately £40 per month for individual memberships. They are typified by long-term contracts and a range of well-being services. These facilities typically include swimming pools, spas, beauty treatments, additional sports amenities, and medical treatments.
Meet the Expert Behind the Analysis
This report was written by Joe Birch. Joe is a consumer technology analyst with Mintel. He has over a decade’s experience in the market research industry as a research analyst and report writer. He joined Mintel in 2019 after a number of years as a research manager at a boutique consultancy, servicing B2B, Financial services and public sector clients.
Brands will focus on creating personalised wellness solutions to drive engagement and retention and re-focus health and fitness clubs to be welcoming wellness spaces.
Joe Birch
Senior Technology and Leisure Analyst
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Executive Summary
- Opportunities for health and fitness clubs
- Prioritise engagement and value to resonate with consumers
- Gyms are now dealing in wellness; move from provider to consultant
- Use technology to deliver insights for consumers and brands
- Market dynamics and outlook
- Market predictions
- Budget segment continues to grow
- Graph 1: estimated number of sites held by budget gym operators, by year, 2020-24
- Revenues to hit new highs in 2024 and maintain steady growth through to 2029
- Market drivers
- Most Brits report generally good physical and mental health
- Graph 2: state of mental health, 2023
- Graph 3: state of physical health, 2023
- The cost of living crisis has moved well beyond inflation
- Graph 4: perception of the state of the cost of living crisis in the UK, 2024
- Physical and mental health are top priorities for consumers
- Graph 5: change in priorities compared to a year ago, 2024
- What consumers want and why
- Identifying key consumer segments based on attitudes towards health clubs and wellness
- Graph 6: UK consumer segments of gym goers and potential gym goers, 2024
- Organic opportunities of health sector as a whole to boost numbers
- Graph 7: use of health and fitness facilities in the last 12 months, 2024
- Budget offerings will continue to thrive, but opportunities exist for pushing upgrades
- Graph 8: types of private health and fitness club(s) visited in the last 12 months, 2024
- Broad alignment in characteristics of gym goers
- Graph 9: frequency of visiting a private health and fitness club in the last 12 months, 2019-24
- Cardio is king across the age groups, but promote upsides of complementary activities to boost engagement
- Graph 10: activities undertaken at a private health and fitness club in the last 12 months, by age, 2024
- Holistic wellbeing will drive engagement with health and wellness clubs
- Graph 11: attitudes towards health and fitness clubs, 2024
- Innovation and marketing
- Big box and boutique gyms eye expansion
- Brands look to support women and break down barriers to gym going
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Market Dynamics
- Market size
- Post-COVID-19 bounce continues
- Graph 12: private health and fitness clubs’ revenue, 2020-24
- Increase in sites and membership fees helped revenues increase in 2023
- Positive signs at both ends of the market for 2024
- Market forecast
- Revenues to hit new highs in 2024 and maintain steady growth through to 2029
- Investment in new sites and consumer demand will boost revenues
- Learnings from the last income squeeze
- Market share
- Budget brands account for nearly six in 10 gyms in total footprint
- Graph 13: market share of private gyms and health clubs, by cost segment, 2024
- Budget segment continues to grow
- Graph 14: estimated number of sites held by budget gym operators, by year, 2019-24
- PureGym retains top position in budget segment
- Graph 15: key players in the budget gym segment by estimated market share based on number of sites, 2024
- Anytime Fitness dominates the mid-market segment
- Graph 16: key players in the mid-cost gym segment by estimated market share based on number of sites, 2024
- Everlast Gyms/Sports Direct retains mid-market share, while Fitness First loses out
- Premium segment remains resilient
- Graph 17: key players in the premium-cost gym segment by estimated market share based on number of sites, 2024
- Premium offerings continue to draw investment
- Macro-economic factors
- Financial wellbeing slid back in Q2
- Graph 18: the financial wellbeing index, 2016-24
- The cost of living crisis has moved well beyond inflation
- Graph 19: perception of the state of the cost of living crisis in the UK, 2024
- Despite this disconnect, two thirds are still doing at least OK
- Graph 20: consumers current financial situation, 2024
- The impact of financial situation on health is the most significant
- Graph 21: state of physical and mental health, by financial situation, 2023
- Cost of living crisis can obstruct health management for some
- Social, environmental and legal factors
- New consumer legislation affecting gym contracts becomes law
- Hybrid work and gym spaces can cater to flexible working lifestyles
- Graph 22: working location, 2024
- Market drivers
- Nearly two thirds of adults are overweight in England
- Graph 23: overweightness and obesity prevalence, by age, 2021
- Gyms focus on mental benefits
- The need for stress-management is rising
- Most Brits report generally good physical and mental health
- Graph 24: state of mental health, 2023
- Graph 25: state of physical health, 2023
- Physical and mental health are top priorities for consumers
- Graph 26: change in priorities compared to a year ago, 2024
- Intrinsic and extrinsic factors play into consumers’ health motivation
- Graph 27: top motivations to manage health, % of consumers, 2023
- Consumers are looking for more granular data on their sporting performance
- Graph 28: attitudes towards technology in sport, 2023
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What Consumers Want and Why
- Usage and membership of health and fitness facilities
- Young people drive private health club visiting
- Organic opportunities for the health sector as a whole to boost numbers
- Graph 29: use of health and fitness facilities in the last 12 months, 2024
- Engage older gym goers to maintain their habits
- Similar characteristics across private and public health club visitors
- Graph 30: use of private and public health and fitness facilities in the past 12 months, by age and gender, 2024
- Untapped opportunity to boost young female visitiation
- Financial situation indicates use of both private and public health clubs, but opportunities at both the value and premium spectrum exist
- Graph 31: use of private and public health and fitness facilities in last 12 months, by household income, 2024
- Budget offerings will continue to thrive, but opportunities exist for pushing upgrades
- Graph 32: types of private health and fitness club(s) visited in the last 12 months, 2024
- Building the habit of gym going through social incentives
- Graph 33: ways of accessing a private health and fitness club, 2024
- Promote flexibility to align with consumer lifestyles
- Flexible lifestyles can drive flexible hybrid gym propositions
- Flexibility is key for consumers’ varied lifestyles
- Frequency of visiting private health and fitness clubs
- Broad alignment in characteristics of gym goers
- Graph 34: frequency of visiting a private health and fitness club in the last 12 months, 2019-24
- Engage older gym goers to maintain their habits
- Frequency of visits correlates with wellness goals
- Unlock engagement with those who visit health clubs less
- Participation in activities at private health and fitness clubs
- Cardio and strength are key pillars of gym-goers’ activities
- Graph 35: activities done or interest in doing at a private health and fitness club, 2024
- Female gym-goers prefer lower impact activities
- Cardio is king across the age groups, but promote upsides of complementary activities to boost engagement
- Graph 36: activities undertaken at a private health and fitness club in the last 12 months, by age, 2024
- Attract younger consumers with higher-end features
- Graph 37: activities interested in undertaking at a private health and fitness club, but not currently doing, 2024
- Consider flagship sites that cater to wide range of activities
- Promote associate activities to less frequent gym goers
- Attitudes towards exercise and health and fitness clubs
- Align with consumers’ life goals
- Graph 38: attitudes towards exercising, 2024
- Promote holistic health and wellbeing with personalised nutrition plans
- Take the lead in active management of consumers’ wellbeing
- Build motivation by offering buddy services to consumers
- Create inclusive and welcoming spaces to break down barriers
- Graph 39: attitudes towards health clubs, 2024
- Create inviting spaces for everybody
- Younger consumers are interested in using technology to aid their workout
- Focus on building community to enhance appeal of gyms
- Forge allegiance through team competition
- Graph 40: select attitudes towards health and fitness clubs, 2024
- Most consumers are aware of the upsides of exercise on mental health
- From passive fitness provider to active consultant
- Use technology to complement and enhance the gym experience
- Graph 41: attitudes towards exercising at health and fitness clubs, 2024
- Young gym goers want to engage in team events
- Innovate with technology for enhanced and novel experiences
- Integrate data from wearables to promote exercise suggestions
- Health and fitness clubs: consumer segments
- Identifying key consumer segments based on attitudes towards health clubs and wellness
- Graph 42: consumer segments of gym goers and potential gym goers, 2024
- Promote personalised tech-driven propositions to Tech-driven gym-goers
- Graph 43: Tech-driven gym-goers, by generation, 2024
- Promote spiritual wellness solutions for older women
- Graph 44: Mindful exercisers, by age and gender, 2024
- Confident and competitive, older men like the social aspect of gyms
- Graph 45: Social seeking gym goers, by age and gender, 2024
- Swimming and low impact could help engage with non believers
- Graph 46: Gym opponents, by age, 2024
- Frame going to the gym with communal upside and fun exercise for hesistant social seekers
- Graph 47: Apprehensive gym seekers, by age, 2024
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Innovation And Marketing Trends
- Launch activity and innovation
- Xponential Fitness launches its first Club Pilates franchise
- Everlast Gyms launches flagship site to prepare for global expansion
- Acquisitions from low-mid market operators
- Premium operators adopt different growth strategy
- Total Fitness launches ‘The Women’s Gym’ concept
- The Gym Group invests in fitness team to support midlife women
- Frame collaborates with Tate Modern
- Premium operators put a spotlight on wellness
- Digital enhancements
- The Gym Group launches ‘Off-peak’ membership
- Advertising and marketing activity
- Adspend steps back in 2023
- Graph 48: total ATL, online display and direct mail advertising expenditure on private health and fitness clubs, 2020-24
- TV attracts the highest spend
- Graph 49: total ATL, online display and direct mail advertising expenditure on private health and fitness clubs, by media type, 2020-24
- The Gym Group promotes its accessibility and new lower price point
- PureGym extends its lead as highest ATL ad spender in 2023
- Graph 50: total ATL, online display and direct mail advertising expenditure of 10 leading private health and fitness clubs, 2020-24
- PureGym focuses on its value proposition
- Virgin Active focuses on social wellness
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Brand Research
- PureGym most likely to benefit from recommendations
- Nuffield Health leads on trust and point of difference
- Graph 51: attitudes towards and usage of selected health and fitness club brands, 2024
- PureGym finds the sweet spot for value
- Budget and mid-market gyms win on fun and accessibility
- Budget gyms are costing users less than £25 per transaction
- Graph 52: average spend per transaction in the past 12 months and year-on-year % change, 2024
- Health clubs battle to become the most holistic wellness brand
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Appendix
- Market forecast data and methodology
- Market forecast and prediction intervals (value)
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Forecast methodology
- Consumer research methodology
- Nielsen Ad Intel coverage
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