New report, The Voice of the UK Gym Customer has been put together by insight firm CIL using data collected independently by Total Fitness. In a generous gift to the industry, the operator has chosen to share the insights to drive the industry forward.
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features
Insight: Critical friend
The UK fitness industry has significant headroom for growth according to a new report from Total Fitness and CIL
Published in Health Club Management 2026 issue 2
Total Fitness has launched a women’s gym concept Total Fitness has launched a women’s gym concept
New report, The Voice of the UK Gym Customer has been put together by insight firm CIL using data collected independently by Total Fitness. In a generous gift to the industry, the operator has chosen to share the insights to drive the industry forward.
Sophie Lawler / TOTAL FITNESS
“Think of this report as a critical friend to the industry. Honest, even if a little uncomfortable” – Sophie Lawler
Kerry Curtis / TOTAL FITNESS
“Confidence and the perceived right to belong remain barriers to gym participation, particularly for women” – Kerry Curtis
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Gallery
Some consumers say they join ‘to spend a bit of time on myself’
Many members don’t know if their club is low-cost, mid-market or premium TOTAL FITNESS
Average exercise frequencty stands at 1.7 visits per week TOTAL FITNESS
Table 2 How would you classify your gym provider, by type of gym? Source: The Voice of the UK Gym Customer
Table 3 What priority do you place on a gym membership compared to other items / services that you buy? Source: The Voice of the UK Gym Customer
Table 1 Consumer feedback on negative factors Source: The Voice of the UK Gym Customer
More features
Editor's letter
Into the fitaverse
Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people
Ali Jawad
Paralympic powerlifter and founder, Accessercise
“Users can easily identify which facilities in the UK are accessible to the disabled community”
Fit Tech people
Hannes Sjöblad
MD, DSruptive
“We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting”
Fit Tech people
Jamie Buck
Co-founder, Active in Time
“We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems”
Opinion
Building on the blockchain
For small sports teams looking to compete with giants, blockchain can be a secret weapon explains Lars Rensing, CEO of Protokol
Innovation
Bold move
“We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital”
App analysis
Check your form
Sency’s motion analysis technology is
allowing users to check their technique
as they exercise. Co-founder and
CEO Gal Rotman explains how
Profile
New reality
Sam Cole, CEO of FitXR, talks to
Fit Tech about taking digital
workouts to the next level, with an
immersive, virtual reality fitness club
Profile
Sohail Rashid
“My vision was to create a platform that could improve the sport for lifters at all levels and attract more people, similar to how Strava, Peloton and Zwift have in other sports”
Ageing
Reverse Ageing
Many apps help people track their
health, but Humanity founders
Peter Ward and Michael Geer
have put the focus on ageing,
to help users to see the direct
repercussions of their habits.
They talk to Steph Eaves
App analysis
Going hybrid
Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research
Physical activity monitors boost activity levels
Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter
Two-way coaching
Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People
Laurent Petit
Co-founder, Active Giving
“The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action”
Fit Tech People
Adam Zeitsiff
CEO, Intelivideo
“We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts”
Fit Tech People
Anantharaman Pattabiraman
CEO and co-founder, Auro
“When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen”
Fit Tech People
Mike Hansen
Managing partner, Endorphinz
“We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more”
