In the UK, the fitness industry has been hovering around 12 per cent population penetration for years. Why can’t we push beyond it?

John Treharne, CEO of the Gym Group, says 35 per cent of its users have never been to a gym before. But if low-cost clubs are attracting a new demographic, why are we still stuck at 12 per cent? Are we haemorrhaging members as fast as we can sign them up? Or is the 12 per cent figure out of date, simply repeated out of familiarity rather than being accurate today? Or is the static membership figure due to a growth in casual users, who might account for another few per cent?

The ongoing problem of retention of course lies at the very heart of this: penetration levels are always going to be plagued by members lapsing. What more can we do? Of the non-user groups, lapsed members are generally recognised to be the easiest sell, so are clubs finding out why people have left and making efforts to win them back? And how good are clubs at welcoming new members, setting them off on the right track and keeping them motivated – and returning regularly – by making sure they’re achieving their goals?

Non-gym based activity is another issue: findings from YouGov’s SixthSense survey suggest that many people prefer to exercise outdoors, using cycling, walking or gardening as their mode of fitness. Can the fitness sector drive penetration by connecting with these people, offering outdoor activities as well as the more traditional indoor alternatives during winter?

How much appetite is there in the industry to change the status quo? What percentage penetration could we actually get to, and how? Who is it we’re not currently getting to – who are the other 88 per cent, and how likely is it that they’d join a gym? What’s the true potential for the health and fitness sector? We ask the experts...