The Voice of the UK Gym Customer
The UK gym market is maturing. This report sets out how customer behavior is changing, why demand remains robust, and what this means for operators and investors.
The UK gym market is entering a more mature and attractive phase. Membership is high and still rising, usage is frequent, and fitness is increasingly embedded in everyday life rather than treated as discretionary leisure spend. Demand fundamentals are strengthening, but the scale of the opportunity is not always fully recognized.
The Voice of the UK Gym Customer provides an independent view of how members think, behave and make choices today - and what this means for operators and investors. Developed in partnership with Total Fitness, the report draws on large-scale consumer research to examine where demand is deepening, how value is perceived, and where spend is likely to grow.
The findings point to meaningful headroom and challenge several long-held assumptions. Consumers do not think in traditional price tiers, membership is becoming non-discretionary, and capacity - not price - emerges as the sector’s key pressure point.
