2025
9
UK Leisure Centres and Swimming Pools Market Report 2025
2025-08-01T14:02:15+00:00
REPBB7CF6AC_DF5E_42ED_BC3A_C8C99C2E0636
2995
185168
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Report
en_GB
With consumer confidence still fragile in the face of continuing living cost pressures, public leisure centres' range of activities and price points leaves them well placed to help people trade…
UK
Leisure and Entertainment
simple

UK Leisure Centres and Swimming Pools Market Report 2025

"Public leisure centres and swimming pools can build on their female appeal to make themselves the activity market's first choice for women."

David Walmsley - Research Analyst

David Walmsley - Research Analyst

UK Leisure Centres and Swimming Pools – Trends and Insights

  • With consumer confidence fragile due to living cost pressures, public leisure centres are well-positioned to offer a range of activities and price points. They provide budget-friendly options for those trading down, as well as occasional affordable luxuries for consumers with limited budgets.
  • The market faces significant challenges, including funding difficulties for regenerating ageing facilities and declining visitor numbers among the 45-54 age group, which could impact the long-term health of the sector.
  • Diversifying into health and wellness services, such as nutrition, physiotherapy, and spas, presents a major growth opportunity. With 70% of Brits expressing interest in these services, leisure centres can align with shifting consumer priorities and access new funding sources for facility development.
  • Fitness activities like gym workouts, group classes, and solo swimming are gaining traction, driven by a growing focus on wellbeing.
  • Women represent a significant portion of the market, with rising interest among older demographics in staying active. This expanding audience highlights the potential for leisure centres to cater to diverse age groups and further grow their market share.

Key Issues Covered in the Report

  • The continuing impact of the cost of living crisis on leisure centres and swimming pools
  • Opportunities to diversify into health and wellness services
  • Attracting new players to leisure centre sport
  • Effective responses to some key demographics’ declining facility use
  • How leisure centres can raise their activities’ profile
Report AttributesDetails
Published DateAugust 2025
Data Range2019 – 2030
Measurement MetricsRevenue in £
Country FocusUnited Kingdom (UK)
Consumer Data2,000 internet users aged 16+, May 2025
Number of Pages99
Market SegmentationPublic Leisure Centres, Swimming Pools, Fitness Classes, Gyms, Spas, Physiotherapy Services, Nutrition Advice, Wellness Services
Leading CompaniesGLL (Better), SLM (Everyone Active), Places for People Leisure, Freedom Leisure, Parkwood Leisure, Fusion Lifestyle, PureGym, The Gym Group, JD Gyms, David Lloyd, Nuffield Health, Virgin Active, Bannatyne, Clubwise, Total Fitness

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  1. EXECUTIVE SUMMARY

    • Opportunities for leisure centres and swimming pools
    • Double down on female appeal
    • Show older people how leisure centres can keep them thriving with age
    • Segment health and wellbeing services to maximise their reach
    • Relax, reintroduce and remind
    • Market dynamics and outlook
    • Market size & forecast
    • Market predictions
    • Prioritising health and wellbeing will keep market in growth
    • Graph 1: forecast of public leisure centre and swimming pool revenues, 2019-30
    • Big two dominate outsourced provision
    • Graph 2: leading public leisure centre operator revenues, 2024*
    • Leisure centres are places for all economic weathers
    • Graph 3: financial confidence over the coming year 2024-25
    • Pool provision pressures show few signs of easing
    • What consumers want and why
    • Leisure centres retain their market lead
    • Graph 4: participation in sport, exercise and fitness activities, 2023-25
    • A strong 12 months for fitness activities
    • Graph 5: participation in leisure centre and swimming pool activities, by type, 2024 and 2025
    • Health and wellness services can support leisure centres’ future wellbeing
    • Graph 6: interest in accessing health and wellbeing services at public leisure centres and swimming pools, 2025
    • Show, don’t tell: new players need proof they can get in the game
    • Graph 7: incentives to play a new sport at a public leisure centre, 2025
    • People know where leisure centres are – but less so what’s inside
    • Graph 8: awareness of local public leisure centres and swimming pools and facilities they offer, 2025
    • Use new services to unlock new marketing opportunities
    • Graph 9: awareness of public leisure centre and swimming pool marketing, by physical activity, 2025
    • Innovation and marketing
    • Historic spa refurb points to a more affordable future for wellness
    • Everyone Active widens its membership focus beyond physical fitness alone
  2. MARKET DYNAMICS

    • Market size
    • Health and fitness trends boost market value
    • Revenues rise above pre-pandemic levels
    • Graph 10: public leisure centre and swimming pool revenues, 2019-25
    • Fresh facilities and fitness interests attract new spending
    • Market forecast
    • Health and wellbeing focus set to underpin value growth
    • Graph 11: forecast of public leisure centre and swimming pool revenues, 2019-30
    • Diversification can bring more people to fewer (but better) facilities
    • Market segmentation
    • Sport and fitness activities drive leisure centre revenues
    • Graph 12: public leisure centre and swimming pool revenues, by segment, 2025 (est)
    • Spa treatments can reinvigorate ancillary spending
    • Market share
    • Big two extend their market lead
    • Graph 13: leading leisure centre and swimming pool operators, 2020-24
    • SLM closes in on GLL
    • Public providers are bigger players in volume than value terms
    • Graph 14: share of Snoop SpendMapper fitness category cohort customers, by brand, 2024-25
    • Graph 15: share of Snoop SpendMapper fitness category cohort customer spend, by brand, 2024-25
    • Market drivers
    • Cost of living pressures remain top of mind
    • Graph 16: perceptions of the cost of living crisis, 2024-25
    • Return of confidence remains fragile
    • Graph 17: spending on selected out-of-home leisure activities in the last three months, 2024-25
    • Graph 18: financial confidence over the coming year, 2024-25
    • Leisure centres are places for all economic weathers
    • Rising running costs put pressure on prices
    • Graph 19: average wholesale gas prices, forward delivery contracts, 2021-25
    • Ageing facilities threaten access and interest
    • Councils under pressure
    • Public finances still being squeezed
    • Graph 20: council services most likely to be negatively impacted by cost saving requirements, 2025/26
    • Councils shake-up: long-term concerns, short-term opportunities
    • Spending Review freezes capital funding
    • Change to VAT rules improving profitability and cutting subsidies
    • Leisure centres can play a key role in new health plan’s delivery
    • An ageing population can be good for leisure centres and pools
    • Graph 21: projected population by age, 2034
    • Graph 22: over-55s’ participation in exercise, 2025
    • Many older people have money to spend…
    • Graph 23: household income, by generation, 2025
    • Graph 24: reporting of healthy finances*, by generation, 2025
    • …and are willing to invest in their own health
    • Graph 25: agreement with the statement ‘I sometimes feel exercise is something I should do rather than want to do’, 2024
    • Affordability begins to trump sustainability for cash-strapped consumers
    • Graph 26: ethical travel priorities, 2022 and 2025
    • Let green be seen to strengthen sustainability
    • Create communities to strengthen consumer commitment to health
    • Graph 27: effort put into being healthy, 2024
    • Younger people happy to shed pounds on prescription
    • Weight-loss drugs present opportunities and threats
    • Graph 28: future interest in weight management methods, 2024
  3. WHAT CONSUMERS WANT AND WHY

    • Leisure centre and swimming pool visiting
    • The UK’s most popular sport and exercise venues
    • Graph 29: participation in sport, exercise and fitness activities, 2023-25
    • Women warm to leisure centre visiting
    • Low-cost appeal earns early wins when economy improves
    • Graph 30: visiting public leisure centres and swimming pools, by household income, 2023-25
    • A mid-life activity crisis is brewing
    • Graph 31: visiting public leisure centres and swimming pools, by age, 2023-25
    • Capitalise on leisure centres’ female-friendly image
    • Graph 32: participation in sport, exercise and fitness activities, by gender, 2025
    • Important influences on women’s exercise venue preferences
    • Leisure centre activities
    • Pool is the heart of the leisure centre experience
    • Graph 33: participation in leisure centre and swimming pool activities, by type, 2024 and 2025
    • Appeal of swimming lies in accessibility to all
    • Graph 34: participation in leisure centre and swimming pool activities, by gender and age, 2025
    • Pull of the pool switches from fun to fitness
    • Graph 35: participation in social swimming*, by gender, age and parental status, 2024 and 2025
    • Centre users get back into fitness
    • Graph 36: participation in leisure centre and swimming pool activites, 2022-25
    • Atmosphere and AI can keep women coming to leisure centre gyms
    • Graph 37: participation in leisure centre gym exercise, by gender and generation, 2024 and 2025
    • Focus on fitness and coaching to draw more women into social sport
    • Graph 38: Leisure centre activity participation base, by type, 2025
    • Buying, watching and wellbeing on the rise
    • Graph 39: participation in leisure centre and swimming pool non-sport and fitness activities, 2022-25
    • Investment in spas is paying off
    • Graph 40: spa use and beauty treatments at public leisure centres, by gender and age, 2022-25
    • Vitality Lounge can revive the café concept
    • Health and wellbeing services
    • Significant potential for diversified offers
    • Graph 41: interest in accessing health and wellbeing services at public leisure centres and swimming pools, 2025
    • Health and wellbeing services can attract new visitors
    • Graph 42: interest in leisure centre health and wellness services, by visiting habits, 2025
    • Another point of appeal for female facility visitors…
    • Graph 43: interest in leisure centre health and wellbeing services, by gender, 2025
    • …but not a silver bullet for slowing middle-aged activity decline
    • Graph 44: interest in leisure centre health and wellbeing services, by age, 2025
    • Leisure centres can improve access to health care for hard-to-reach groups
    • Graph 45: interest in leisure centre health and wellbeing services, by household income, 2025
    • Sell to sports participants and exercisers ahead of swimmers
    • Graph 46: interest in leisure centre health and wellbeing services, by participation in leisure centre sport and exercise, 2025
    • High street health and beauty brands have strong promotional potential
    • Graph 47: leisure centre customers’ affinity with health and beauty retail brands, 2025
    • Sport participation incentives
    • Use the F words to pull people into play
    • Graph 48: incentives to play a new sport at a public leisure centre, 2025
    • Fitness fears are a barrier to women’s play
    • Perceptions of fitness are a bigger barrier than reality for most
    • Graph 49: interest in being fitter as an incentive to play a new sport at a public leisure centre, by gender and age, 2025
    • Change that mindset: playing is believing
    • Focus on community, enjoyment and alternatives to the gym
    • A focus on fitness and families can make sport more female friendly
    • Non-players need an easy way into participation
    • Graph 50: incentives to play a new sport among people who are currently inactive, 2025
    • Free trials can draw an older crowd
    • Graph 51: interest in free introductory sessions as an incentive to play a new sport at a public leisure centre, 2025
    • Social starters get older players back in the game
    • Prioritise coaching and quality to compete with private clubs
    • Graph 52: incentives to playing a new sport at a public leisure centre, by past-year activity, 2025
    • Leisure centre marketing
    • Centres and pools are local leisure lighthouses
    • Landmark recognition runs across the board…
    • Graph 53: awareness of local public leisure centres and swimming pools, by gender and age, 2025
    • …but far fewer people are familiar with what’s on offer inside
    • Graph 54: awareness of local public leisure centre facilities and activities, by level of physical activity, 2025
    • Awareness declines with middle-aged drop off in activity
    • Graph 55: awareness of public leisure centre facilities and activities, by age, 2025
    • Outreach starts at the pub
    • Graph 56: factors influencing leisure activity choice among 45-54-year-olds, 2025
    • Non-players are disconnected
    • Make new social connections to spark visiting interest
    • Graph 57: knowing someone who visits a public leisure centre or swimming pool, by participation in physical activity, 2025
    • Put diversification at the centre of leisure centre marketing
    • Graph 58: awareness of public leisure centre and swimming pool marketing, by level of physical activity, 2025
  4. INNOVATION AND MARKETING TRENDS

    • Launch activity and innovation
    • New facilities in planning and construction
    • Operators invest in venue upgrades
    • Historic spa points to future of wellness …
    • …with affordable and accessible luxury
    • Boutique gym aims for affordable luxury
    • Everyone Active launches holistic memberships
    • Rapid GP access is becoming a standard perk
    • More single-sex spaces aim to support women’s workouts
    • A growing role in health prevention and protection
  5. APPENDIX

    • Supplementary data
    • Participation in sport, exercise and fitness activities
    • Market forecast data and methodology
    • Market size: underlying data
    • Market forecast: underlying data
    • Market forecast and prediction intervals
    • Forecast methodology
    • Report scope and definitions
    • Market definition
    • Abbreviations and terms
    • Consumer research methodology
    • Snoop SpendMapper methodology

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