Major health club brands such as LA Fitness, Fitness First, Anytime Fitness and Sports Direct will seriously innovate their consumer offering as they battle to assert themselves in a changing market, predicts a new report.

The Review of the UK Health and Fitness Industry and Outlook for 2015, published today (21 January) by respected industry analyst Ray Algar, recaps on the major shifts in the landscape over the past twelve months and anticipates what’s in store for the year ahead.

Algar says that low cost operators will likely make further inroads – with the sector’s market share rising from 23 to 30 per cent by the end of the year – but believes 2015 will be the year when the ‘squeezed’ middle market fights back.

Following on from the recent customer-focused transformations of household chains like Fitness First and LA fitness, Algar notes that the new tech-centric strategies of companies like Virgin Active and David Lloyd will bring further benefits to the consumer.

"The winner in 2015 will undoubtedly be the consumer. For those who want low monthly fees and a DIY experience, there will be much more choice,” said Algar, who is the MD of Brighton-based global fitness industry consultancy Oxygen Consulting.

“For those who pay and expect a little more, the facilities and personal services on offer should be markedly improved and in some cases transformed almost beyond recognition. 2015 will be the year of the better fitness club experience."

The report also forecasts that – with cheap borrowing unlikely to remain available for much longer – there is a good chance we will see further financial repositioning from many large operators. There is also the hint that one major gym chain, which is currently up for sale, could disappear from the UK high street entirely.

To order a copy of the report, click

here.