The UK health and fitness industry is growing exponentially, with revenue up by 8.8 per cent in 2024 and penetration reaching 16.9 per cent.

These are the findings of the inaugural UK Health and Fitness Market report from UK Active. Undertaken in collaboration with 4GLOBAL and Sport England, with analysis from Deloitte and back up data from UK Active’s Consumer Engagement survey with Savanta, it provides an authoritative view of the sector in the UK.

Released today (3 April) this is the first time the UK health and fitness industry has been studied in such depth by an industry coalition, with co-operation from 75 per cent of private operators, 77 per cent of independents and 74 per cent of public operators.

Tim Hollingsworth, CEO of Sport England, believes the report shows physical activity is great for health and the economy and the sector is growing despite challenging circumstances, saying: “Taking part in sport and fitness and being physically active should be seen as acts of economic contribution. Active lifestyles relieve the burden on the NHS, boost productivity, and save the public purse by preventing chronic illness.”

Key findings

More than 600 million individual visits were recorded to health and fitness clubs last year and 11.5 million people over the age of 16 now have a membership to the nation’s 5,607 UK health and fitness clubs.

Overall revenue in 2024 was £5.7 billion – up from £5.2 billion the previous year – while membership revenue across the sector has risen from £4.05 billion in 2022 to £5.19 billion in 2024, resulting in a compound annual growth rate of 13.1 per cent.

The penetration rate of 16.9 per cent reflects one of the highest performing fitness sectors in Europe and is a significant increase from 2022 when it stood at 14.6 per cent. In 2023 it was 16 per cent.

Huw Edwards, CEO of UK Active, says: “These findings provide irrefutable evidence that our sector is essential for the UK’s health, happiness and prosperity, while also offering a major opportunity for further growth and investment.

“More than 11 million people are members of our nation’s health and fitness clubs, making them the engine room of physical activity. We want to see the government and policymakers recognise this opportunity and help remove any blockers to our sector’s growth so our members can reach their potential and maximise their value to society.”

Key trends

Low cost operators have capitalised on growing demand from price-sensitive consumers and mid and premium market operators have improved their value proposition, by adding services such as spa facilities and social spaces.

While private sector operators are opening more sites to grow membership numbers, public sector operators are focused on improving efficiencies and increasing their utilisation rates to achieve the same goal. Sport England is assessing alternative approaches to funding public leisure, such as via pension funds and is consulting with government departments and potential investors.

There is growing engagement across all age groups, but particularly younger adults, suggesting a generational shift with younger age groups considering a gym membership a must have. Respondents aged between 16 and 24 were most likely to be a member of a gym or leisure centre, followed by those aged between 24 and 30.

Conversely, those over the age of 35 were much less likely to have a gym membership and around 60 per cent of people over 65 years have never had gym membership, pointing at the opportunity to develop more targeted strategies for engaging older adults.

While improving strength and fitness is the primary reason given for joining (83 per cent), mental health support is a growing motivation, with 76 per cent of people across all age groups citing this as a reason for joining a gym. Improving confidence and physical appearance also rated highly at 75 per cent.

Deals

The past year has seen the highest deal volume in the market since 2020, with seven significant merger and acquisition transactions recorded – the highest since the pandemic – reflecting investor confidence in the sector’s long-term growth potential.

Deals of note include PureGym’s acquisition of 70 Blink Fitness clubs in the US [56 were retained – Ed] and David Lloyd acquiring the Meridian Spa in Germany. While Urban Gym Group’s acquisition of Gymbox shows overseas operators are eyeing the UK market.

Challenges

Cost is still the biggest barrier for non-members towards joining (68 per cent) which is consistent across all demographic groups. This was followed by a perceived lack of need, especially among older age groups (49 per cent); lack of interest (48 per cent); feeling uncomfortable within the environment (47 per cent) and lacking confidence (44 per cent.)

People with health conditions have more intrinsic barriers to overcome and are less active in general than the rest of the population. The report calls for stronger integration between the healthcare and fitness industries to address this.

People who have never been a member of a health club are more likely to be inactive than members or lapsed members and those with lower socio-economic status tend to be slightly less active. The northernmost and southernmost tips of the UK were the least active: 77 per cent were active in Scotland and 78 per cent in the south west. In terms of indices of deprivation, Cornwall is one of the most deprived parts of the UK and the low cost revolution is yet to arrive.

London is the most active area at 87 per cent, followed by Northern Ireland (84 per cent).

Opportunities

The report suggests working towards further collaboration with healthcare providers, especially around weight management, rehabilitation and mental health.

Quantifying and communicating social value will allow the sector to effectively communicate its contribution to health, wellbeing and social outcomes.

As rising operating costs pose some challenges, the report suggests focusing on operational efficiencies, implementing innovative pricing models and differentiating offerings to meet different consumer priorities.

Diversity and inclusivity can be widened by expanding programmes to encompass a wider range of fitness goals and preferences, combined with a welcoming and supportive community environment.

With health, fitness and wellbeing being a non-negotiable for Gen Z, operators could create engaging social spaces that go beyond fitness to build a sense of community.

As GLP-1 usage increases, gyms need to position themselves as experts at the necessary supporting lifestyle changes.

The UK Health and Fitness Market Report is sponsored by BLKBOX, Gladstone, Life Fitness/Hammer Strength, Matrix, Myzone and Technogym. The data will be included in the European Health & Fitness Market report, published by EuropeActive and Deloitte, which will be released next Wednesday (9 April) at the European Health & Fitness Forum in Cologne, Germany.

The report will be produced annually with quarterly insights released and a benchmarking dashboard for particpating operators.

You can read the full version here.

About the sample

The definition of health and fitness clubs within this report are fully operational sites in the UK featuring at least a health and fitness gym with resistance and/or cardiovascular equipment. The site must be accessible to the public through membership and/or pay-as-you-go options. This excludes sites such as schools, outdoor gyms, yoga or Pilates studios, studio-only facilities and swimming pool-only facilities.

FOOTNOTE

EuropeActive's 2025 European Health and Fitness Market Report will be revealed during the European Health and Fitness Forum (EHFF) on Wednesday 9 April in Koln, Germany, in a special session presented by Karsten Hollasch from Deloitte and EuropeActive's Herman Rutgers.

The well-established report is produced in partnership with Deloitte.

The EHFF runs alongside FIBO.

Register here for EHFF

Register here for FIBO