Cost remains one of the most significant barriers to physical activity, with cut-price deals the most effective way to incentivise exercise among UK consumers, according to the latest Health and Fitness Omnibus Survey (HAFOS).

More than a third (37 per cent) of UK consumers stated that a low-cost membership of £10-15 per month would entice them to join a gym, found HAFOS 2014 – conducted by Leisure-net Solutions. Lower cost was also the strongest encouragement factor – cited by 60 per cent of consumers – and reducing fees would also persuade the same amount of respondents to try out their local leisure centre. The prominence of price in consumer concerns was a strong endorsement for the low cost gym sector, which continues to thrive.

The survey of 1,304 people across England and Scotland found price to once again top the agenda for consumers. However, operators should instead focus on ensuring their members are able to make full use of facilities, according to researchers.

“While lower cost is always the most quoted encouragement factor, our detailed analysis continuously shows lowering pricing will not in itself make a difference,” said Leisure-net Solutions director Mike Hill.

“Price is closely related to value for money and a gym membership only becomes ‘expensive’ if it’s not being used regularly. That tipping point when members feel they’re not getting value for money is lower for budget gyms, so while people don’t see cost as a barrier to being more active – the main barriers remain work-related time pressures – a large percentage do say lower costs would encourage them to join gyms/leisure centres.”

HAFOS 2014 threw up a wide range of interesting statistics

A worrying trend from the survey was the fact that the percentage of people understanding the importance of physical activity is falling – down to 86 per cent this year, from 92 per cent in 2013 – adding credence to industry calls for a stronger evidence base to illustrate the benefits of exercise.

Elsewher, the research found that one way for operators to overcome barriers to activity is to offer more short and sharp ‘mini workouts,’ that negate traditional objections to exercise on the basis that it is too time-consuming.

Meanwhile, one of the key themes of 2014 was the march of the microgyms offering niche exercise products, and HAFOS 2014 found that 57 per cent of women and half of men would be encouraged to join a class or activity if it was offered in a niche/microgym context.

“The niche/microgym approach may be another way to turn the tide of inactivity,” added Hill. “Gyms which take one or two specialisms and concentrate purely on that in an extremely focused way seem to appeal to both men and women, and to all age groups in a way the low-cost model doesn’t.”