There’s a fantastic energy and shared purpose in the fitness sector as we all collaborate to get more people active for the greater good.

Research shows that while consumers are cutting back on hospitality, they continue to prioritise spend on health and fitness.

In the US, market penetration has reached 23 per cent of people over the age of six – rising to 31 per cent when those who use fitness facilities as non-members are included. In the UK, penetration has reached 16.9 per cent of over-16s and confidence is high in Europe of the market reaching 100 million members by 2030.

However, there’s still the enduring issue of inequalities, with the same cohorts not yet engaging with physical activity: those living in deprived areas; some people in Black and Asian communities; people living with long-term health conditions and disabilities and also women – who all too often put other life priorities ahead of their own personal need to exercise and spend time on self care.

If the industry wants to be recognised as a healthcare partner by governments the world over, it needs to do better at reaching out to these groups. This doesn’t have to be at the expense of the bottom line, but it does require innovation. Total Fitness listened carefully to what women wanted before designing its Women’s Gym concept and PureGym has curated a “Very Small Box Format” to take its affordable fitness concept into less densely populated areas and also into rural communities.

It’s time to stop waiting for the invitation, the funding and the tax breaks and instead just do it. Find ways to make things happen, document the results and communicate the successes. Fight for these breakthroughs and this will lead to partnership with the healthcare sector and start to break down the barriers to physical activity.