Fitness First UK is embracing digital wellness technology by installing Kip’s tap-to-activate phone controls across its UK estate.
Kip tags disable selected apps when users tap their phones against them. Members can choose which apps to disable and which to keep active, meaning they might block social media and email during a workout while still allowing music, workout apps and calls.
The decision to install Kip follows growing evidence that phones can undermine the benefits of exercise by contributing to mental fatigue. As members increasingly view workouts as a form of cognitive recovery, Fitness First believes some users will value the additional focus and reduced distraction.
“Our members come here to train, build strength, support their wellbeing and feel their personal best,” says Fitness First CEO, Marc Diaper. “Phones can work against those intentions, not through any fault of our members, but because these devices are designed to pull us away. This first-of-its-kind partnership with Kip gives our members a tool to protect what they came here for, on their terms.
“We recognise this won’t be something everyone feels they need, and that’s absolutely fine, but for those who do want help creating more focus and switching off, it’s there and we’re here to support them. It’s about giving people choice and enabling them to get more out of every session.”
Kip tags will be installed at entry points across all Fitness First locations. Members download the app and configure their gym mode once by selecting which apps to keep active and which to block, and then use it indefinitely. There are no subscription fees beyond standard Fitness First membership.
Kip founder, Shaun Traynor, says digital wellness is a no longer a fringe concern: “It’s a key pillar of wellbeing, sitting alongside sleep, nutrition and exercise, and people are now searching for this type of experience. Fitness First is leading the industry in recognising that creating the right environment for focus and intention is as important as having the right equipment.
“Many people train for their mental wellbeing, however, we also know that our phones can induce stress and anxiety. Scrolling or working while training may prevent people from gaining the benefits they originally came in for.
“Kip’s goal is to protect the experience and environment that operators have spent time and money creating, while supporting members in accessing the full benefits of training.”
Kip is working with other gym operators, members’ clubs and co-working spaces in the UK and overseas, with further launches expected soon. For operators, installation involves fitting the tags and Kip provides a communications toolkit to support rollout and member education.
“It’s a new concept, so communication is key,” says Traynor. “However, a 2025 Ofcom study found that 78 per cent of respondents want to use their phones less. Gym members are already looking for this solution – gyms have just never provided it.
“This is not about being phone-free or pursuing a digital detox. It’s about building a healthier, more intentional relationship with our phones so we can protect the experiences and environments that matter.”
