HCM Handbook 2025-2026 - Vol 17 by Leisure Media

GROUP TRAINING GROWTH AND

GROUP TRAINING THAT DRIVES GROWTH AND ATTENDANCE

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Find out how Fitness & Lifestyle Group sent group training attendance soaring. Read the case study. Scan here to take the

MAKE CHANGE HAPPEN

There’s a fantastic energy and shared purpose in the fi tness 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 fi tness. In the US, market penetration has reached 25 per cent of people over the age of six – rising to 31 per cent when those who use fitness facilities as nonmembers 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 fi tness 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.

05 Editor’s letter

HCM Handbook editor Kath Hudson introduces the 2024-2025 edition. The energy in the industry is off the charts and memberships are growing all over the world. Now it’s time to tackle the inequalities.

12 Fitness Foresight

HCM Handbook editorial director, Liz Terry and Kath Hudson predict key trends, influences and opportunities set to shape the sector, including vagus nerve resets, diagnostics and social prescribing.

INDUSTRY INSIGHTS

36 The way I see it

Colin Waggett, Tom Leverton, Elaine Jobson and Liz Clark are among the line-up of CEOs giving their take on current issues, such as how to influence governments and whether the recovery trend is here to stay.

58 AI v HI

CEO of Trouble Global and industry provocateur, Emma Barry, gives her annual review of the current –somewhat contradictory – trends and gives advice to operators about how to futureproof their businesses.

64 The wellbeing trajectory

Physiologist, wellbeing expert and co-founder of Future Practice and Pillar Wellbeing, Oliver Patrick, gives his view on what the industry should be focusing on moving forwards, in order to meet the wants and needs of consumers.

68 Pushing ahead

The franchise segment is a fast moving and dynamic part of the industry. Kath Hudson rounds up some of the major deals and developments of the last 12 months, including former Xponential Fitness CEO, Anthony Geisler, arriving back on the scene.

74 Better together

Founder member of the Active Wellbeing Service, Martyn Allison, talks through the vision of the

The latest HCM Fitness Foresight

sport and physical activity sector collaborating to deliver a service, which can narrow gaps in activity and tackle health inequalities.

76 F**k the hustle

For many people the relentlessness of the hustle culture is costing our happiness. Tim Jack Adams, founder of wellbeing consultancy GreenX7, says most of his clients comment on experiencing a lack of sleep and a lack of fun. He says play isn’t just frivolous, it’s essential, especially with mental illness on the rise.

82 Play in practise

Always at the cutting edge of wellness, Chiva Som’s Dr Jason Culp and Anna Bjurstam’s Six Senses tell us how they work with guests to cultivate joy, happiness and a playful attitude.

Oli Patrick shares his predictions

Emma Barry highlights trends and counter trends in the market

PHOTO:

PHOTO: JACK EMMERSON/HCM

RESEARCH ROUND-UP

90 Global growth

A summary of the Health & Fitness Association’s research into the global market.

94 New heights

Karsten Hollasch and Steffen Gausselmann talk us through the key findings of the 12th European Health and Fitness Market Report.

98 Milestone moment

Kath Hudson reports on the first UK Health and Fitness Market Report.

102 Latin lives

A deep dive into the Latin American market, courtesy of the Health & Fitness Association.

106 Tech first

A look at the results of the 2025 ACSM survey.

108 Tracking upwards

Active Insight’s Julie Allen talks us through the results of the UK’s Moving Communities Customer Experience Survey.

112 Joined-up approach

Dr Natalie Grinvalds talks through her research into co-locating facilities.

114 Memory matters

UCLA has found that Kundalini yoga provides cognitive and memory benefits for women.

115 Switching off ageing

Imperial College London has discovered a redundant gene which plays a key role in ageing.

116 Fresh take on Alzheimer’s

Scientists have found evidence that Alzheimer’s could be the result of an infection.

Julie Allen talks through the Moving Communities findings

A look at HFA’s research into the Latin American market

117 Tackling dementia

Exercise can stall, or even prevent dementia.

118 Fast forward

Ageing is not a linear process, finds Stanford Medicine.

119 Killer cells

Exercise can boost tumour-killing white blood cells in women with breast cancer.

120 Critical cardio

Cardio can cut disease and premature death by up to 17 per cent.

121 Facts about fat

Women and men utilise their fat differently during exercise

Who’s Who Our annual directory of UK and European operators

& SERVICES

Company profiles Access to health club suppliers and training providers

274 Industry organisations

health and wellness trade association contacts 276 Supplier contacts Contacts for key industry suppliers and service providers

Kundalini Yoga improves memory

Kath Hudson rounds up the latest franchise news

MEET THE TEAM

Liz Terry

EDITORIAL DIRECTOR

Email: lizterry@leisuremedia.com

Tel: +44 (0)1462 431385

Twitter: @elizterry

Kath Hudson

EDITOR

Email: kathhudson@leisuremedia.com

Tel: +44 (0)1462 431385

Twitter: @kath_hudson

Jan Williams PUBLISHER

Email: janwilliams@leisuremedia.com

Tel: +44 (0)1462 471909

Twitter: @jan_williams

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Fitness trends

Kath Hudson and Liz Terry take a look at changes impacting the industry

1. OPTIMISING AI

Back in 2017, we flagged AI in HCM’s Fitness Foresight as having the potential to radically change the sector and now –eight years later – that time has come.

From AI-enabled fitness equipment by companies such as EGYM and Technogym, to software that uses AI to refine and in some cases automate service delivery, AI is already sweeping into the sector in a thousand ways.

The biggest winners will be consumers, as intelligent systems make the customisation and personalisation

of services seamless, improving the customer journey and reducing costs, while also enabling a wide range of support, such as suggested scheduling.

Tech companies are battling to make their proprietary AI agent the industry standard, with these operating as a new internet layer that pulls from and curates content from existing apps and web platforms.

We need to define what excellence looks like in our sector, so we can teach AI systems to help us deliver better and evolve to stay in line with customers’ changing needs.

AI agents are becoming a new internet layer that curates content from apps and the web

The social wellness trend started in places such as Farris Bad in Norway

2. SOCIAL WELLNESS

Feeding the need for health and community and tapping into ancient practices, we expect social wellness, based on sauna, breathwork and contrast bathing, to scale rapidly over the next fi ve years, with diﬀ erent interpretations and price points.

The term social wellness was coined by Jonathan Leary when he launched Remedy Place in Los Angeles in 2019, creating a place for people to

socialise without alcohol, while doing something benefi cial for their health. Other brands have followed, such as Wellness Social in Melbourne, Arc, &Soul and Rebase in London, Othership in the US and Keen in Zurich – among many others. We expect to see more accessible pricing and deeper integration with other wellness oﬀ erings, such breathwork, sound healing, ritual circles and storytelling.

Arc founder, Chris Miller, says: “We want to keep things democratic. The benefi ts of these practices are so profound I want to make them available to as many people as possible.”

As the market for social wellness hots up another new oﬀ ering, called 432, curated by Jamie Waring, Jonathan Fisher and Emlyn Brown ( HCM issue 5 2025), will open in Amsterdam featuring a 45-minute, instructor-led journey.

PHOTO: FARRIS BAD/DAG NORDSVEEN

FITNESS FORESIGHT

3. GYM

KIT FOR WOMEN

Powerful conversations about womens’ needs are increasingly being heard in relation to exercise and the provision of facilities.

As exercise physiologist and former elite athlete, Dr Stacy Sims, says “women are not simply small men” and following the bro-science doesn’t yield the same results. For example, early morning fasted exercise spikes the stress hormone, cortisol, triggering the female body to break down muscle mass. Fitness professionals need to be telling women this and experts such as Baz Moﬀ at at The Well HQ are working to spread the word.

Another issue is gym equipment, which is built for 1.7m to 1.8m men, making it unsuitable for many women – for example, pull up bars are too high, shoulder presses are often too big and much equipment hurts the breasts, so women risk injury when using it. Additionally, women can suﬀ er from clitoral desensitisation due to using bike saddles designed for men.

Total Fitness CEO, Sophie Lawler, told HCM that fi nding appropriate equipment for the company’s Women’s Gym concept was a pain point and she

couldn’t benefi t from the economies of scale of going with one provider.

We need diﬀ erent kit, or kit that can easily be adjusted to women’s anthropomorphy and we’re not talking shrink and pink.

There’s a gap in the market for kit that’s calibrated with women in mind and we predict suppliers will start plugging this gap very soon, as more and more women join health clubs and especially as their interest in strength training grows.

The trend towards women’s gyms will also accelerate this process.

Some fitness equipment hurts the breasts – new designs are needed

We expect GLP-1 support programmes to become standard in health clubs

4. GLP-1 SUPPORT

With rising use of GLP-1 weight loss medications, health clubs can play a key role in helping members maintain muscle mass, heart health and long-term wellbeing, especially in light of new research that found weight lost returns far faster than it does after conventional dieting.

Rapid weight reductions from these drugs can lead to muscle and heart tissue loss without proper exercise and nutrition. To support members safely, clubs need to prioritise resistance training, moderate cardio, adequate protein intake, and recovery strategies.

Gym staﬀ should receive training in muscle physiology, body composition, and exercise for clinical or deconditioned populations. Qualifi cations in personal training, nutrition coaching and health coaching are also recommended, along with soft skills, such as empathy and motivational interviewing.

Teams also need to understand how GLP-1s work (appetite suppression, slower digestion, improved insulin sensitivity) and be aware of side eﬀects, such as nausea and fatigue, which can aﬀect engagement.

Clubs are advised to avoid oﬀering medical advice, but there are opportunities

Read more GLP-1 weight loss only lasts 10-20 months

to build successful partnerships with local clinics and oﬀer structured, supportive programmes focused on strength balance and sustainable habits.

Tools such as body composition tracking, supervised classes, and recovery services can add also add value for those on this journey and we expect this to become a standard across the industry. By blending education, tailored programming, and clear professional boundaries, health clubs can become trusted environments for members on GLP-1s—and stand out as leaders in holistic, medically informed wellness.

5. CLUB SOUNDS

There’s evidence to suggest some people cancel their health club memberships if they find the music playlists jarring or not refl ecting their preferences or personality and we think there’s room for the sector to do better when in comes to in-club sounds.

Music infl uences satisfaction and motivation, making it a signifi cant factor in whether members stay or leave.

A study published in the International Journal of Sports Science found music choice significantly impacts gym-goers’ enjoyment and motivation. Poor music selection

was listed as a common complaint, especially among younger members.

Some operators, such as Equinox and F45, brand themselves around curated playlists because they recognise the competitive advantage of getting music right.

Poor music choices disrupt workout fl ow and contribute to a lack of emotional connection with the space.

To get it right, match music tempo and tone to each area of the club. On the gym fl oor, use upbeat, rhythmic tracks (120–130 BPM) to enhance energy and

performance. In recovery zones and lounges, opt for slower, calming music (60–90 BPM) to support relaxation. Keep volume in the range of 65–75 dB to energise without overwhelming, and ensure good acoustics to avoid noise pollution between spaces.

Rotate genres, collect member feedback and aim for consistency with your brand identity.

Good music makes your club more welcoming, motivating and memorable, encouraging members to stay longer, return more, and feel more connected.

We expect to see a new focus on the power of music to impact retention

6. VAGUS NERVE RESETS

The vagus nerve is foundational to health. It impacts how our bodies function at every level – including digestion, blood sugar regulation, heart rate, immune system, recovery after illness, how we manage stress and anxiety, concentration and sleep. The longest, most complex of the cranial nerves, the vagus nerve originates in the brainstem and connects the brain to the heart, lungs, digestive system and many other organs, with a two-way communication system.

Modern lifestyles don’t support healthy nervous systems and increasing numbers of people are dysregulated, struggling with mood, anxiety and stress, so HCM expects practices that support vagal tone to go mainstream. Many – such as breathwork, sound baths and contrast therapy – are already being delivered by operators, but are not being flagged up as such, while others, such as somatic exercises, humming and tapping, can be adapted for delivery in health clubs.

Supporting the nervous system changes how the body functions at every level and fortunately, vagus nerve exercises are accessible, simple and easily incorporated into daily life. Fitness professionals need to claim this conversation with clients before the infl uencers take ownership. We’d like to see these practices being incorporated into training courses for all fi tness professionals, as the sector moves to deliver more wellness and mental health support. See more in HCM issue 5.

Interventions such as sound baths – seen here at Third Space – can deliver powerful vagus nerve resets

PHOTO: THIRD SPACE

Read more about vagus nerve resets

FITNESS FORESIGHT

Sophisticated health tests are becoming highly accessible

7. DIAGNOSTICS

The pace of development in the science of physiological and DNA testing is mindblowing, as tests move out of the laboratory and onto the high street.

The number of test-types becoming available is making it increasingly straightforward to see what’s going on inside the body to enable the delivery of targeted change at an aﬀordable price.

Joining the dots on this are fi tness professionals who need to be conversant with the growing number of options, so they can make recommendations to clients and operators who, in their position of trust, are ideally placed to organise

tests for members – a useful service that also creates a revenue stream.

Understanding the changes taking place in their bodies gives people the motivation for exercise, empowers them to take charge of their health and takes the pressure oﬀ health care systems.

We expect to see more operators and fi tness professionals becoming conversant with the test options that are available and adding these to their repertoire.

This will require the development of greater expertise in the interpretation of results and the subsequent programming needed to support change.

Companies in the testing mix include Fitness Genes, which offers a DNA testing to optimise results from exercise; Hormona, which uses AI and at-home testing to help women track and optimise their hormones; Precision Analytical and its DUTCH test, which tracks hormones and metabolites; Zoe which offers a test for gut health, blood sugar and blood fat; Epicore Biosystems which measures hydration levels; Spotitearly which is using AI and dogs to sniff out early signs of cancer in breath samples and; Neko Body Scan which checks 28 biomarkers and includes a doctor’s consultation.

Pilates Addiction uses the proprietary Wundaformer to give a new edge

8. PILATES 3.0

Reformer Pilates is currently one of the top trends in health and fi tness: classes are over-subscribed, instructors are in short supply and FIBO was fl ooded with reformers this year. How long will the boom continue? Is this modality, which feels like a cross between a workout and a yoga class, an enduring trend? Will the market get too crowded? Will consumers start to look for the next thing?

We think the trend is here to stay for at least a generation and is part of the move to wellness that’s being driven by consumers.

We expect to see Pilates diversifing and innovating to meet the needs of diﬀerent audiences, with new concepts coming to market, such as Pilates Addiction, the new franchise from Anthony Geisler and Sara Luna which has a more high-energy athletic vibe and uses the Wundaformer.

The challenge for operators is studio optimisation versus the cost of fi t-out, so expect to see bigger studios, Barry’s-style switch around workouts that allow more people in a class to share equipment and a new lease of life for mat Pilates.

The Pilates boom will also have a ripple eﬀect, and we’ll see allied disciplines, such as Lagree and Gyrotonic, getting a bounce and becoming more available in the market.

FITNESS FORESIGHT

Health clubs will give access to health checks and tests for women in regular clinics

9. VAGINAL HEALTH

Women’s health venture capitalists, Amboy Street Ventures, estimates the unaddressed vaginal health market to be worth US$17.5 billion a year. This “ghost market” includes vaginal microbiome testing – which can prevent pre-term births – as well as a wide range of products to address issues with pelvic fl oor weakness and vaginal atrophy. Health clubs are less intimidating than health clinics when it comes to getting tested and treated and we expect vaginal and more general gynae health services to take their place alongside the physiotherapist

and massage therapist in health clubs as women increasingly take charge of their own health.

In the UK, fi ve million women are behind with cervical screening and taking this into health clubs through drop-in clinics could increase uptake.

Adjacent to this is sexual health –everything that goes on in the body is a barometer of wellbeing and shouldn’t be ignored and this includes things such as a lack of desire.

According to endocrinologist, Dr Jolene Brighten, low libido in women is not about age, stress or a personal failing. If relationship

issues are ruled out, lack of desire can be an indicator of hormonal imbalances, metabolic health issues, nervous system overload or auto immune disorder and might require further investigation. Sexual health is important, as oxytocin buﬀers against the negative eﬀects of stress and reboots hormone production. Pelvic fl oor health can also be improved by exercise if PTs are trained to deliver it, with trailblazers including The Gym Group in the UK, which is working with The Well HQ to deliver exercise interventions.

All training courses will eventually qualify instructors to deliver wellness interventions

10. WELLBEING QUALS

Fitness professionals need to train up to become wellbeing professionals and fast. According to physiologist and co-founder of Future Practice, Oli Patrick, 56 per cent of Gen Z get their health advice from TikTok because there are no professionals giving it to them. This is even more timely given that people who are taking GLP-1 medications need help to change their lifestyle habits and build muscle mass while losing weight. “If the fitness sector doesn’t step up to wellbeing soon it will fragment

and we’ll be out of the picture,” says Patrick. “But if we take ownership of things such as recovery, sleep and breathwork, health clubs and gyms could become the places to get your lifestyle curated.”

It’s time to get on the case with CPD and make sure it’s applied on the gym fl oor. Numerous options are now available. Future Practice oﬀers a suite of courses around breathwork, sleep and VO2 max which have distilled Patrick’s 25 years’ of clinical experience into bite-sized digital courses at a price which aims to be low enough for all PTs to make the investment.

Active IQ is launching a diploma in Health and Wellbeing Coaching in Q3 2025, which is a Level 3 nested qualifi cation covering positive behaviour change, mental resilience and lifestyle programming, while Future Fit has launched an online course to support fi tness professionals working with people taking GLP-1 drugs and which is endorsed by Dr Hussain Al-Zubaidi.

We expect to see all instructors and PTs getting qualifi ed in wellbeing interventions as the health club sector increasingly competes for the wellness consumer and integrates with medical.

FITNESS FORESIGHT

Instagrammers will get their own filming spaces

11. INSTA ROOMS

With gym memberships trending younger, we’re seeing an increasing number of Instagrammers creating content in health clubs. This can be a pain point, as they can hog equipment, annoy other gym users and compromise others’ privacy. However, it does present gym owners with the opportunity to harness free PR.

Sandwell Leisure Trust in the UK has taken the “if you can’t beat ‘em, join ‘em” approach with its new Burn Lab.

The trust worked with Stronger Wellness to curate a studio as a filming playground featuring camera-friendly pieces of kit and sympathetic lighting, as well as light stands and portable lights for content creators to use.

“We were noticing that content creators were using pieces of equipment for 15 to 20 minutes while they filmed, which was causing friction with other users,” CEO of Sandwell Leisure Trust, Mark

Braithwaite told HCM . “We realised there was the opportunity to redirect them into a diﬀerent space and capitalise on their social media followings for some PR.”

The Burn Lab took over an underutilised studio and although the studio is open to everyone and content creators can still use the main gym area, it has alleviated the issue and provided a win-win situation.

We expect to see insta rooms being added to clubs to cater for this need.

12. BREATHWORK

Health clubs can use breathwork classes to support members’ physical, mental, and emotional wellbeing.

Breathwork involves guided breathing techniques that regulate the nervous system, reduce stress, and enhance performance.

Conscious breathing activates the parasympathetic nervous system, lowering cortisol levels and heart rate, and promoting relaxation.

Techniques such as diaphragmatic breathing, box breathing, or coherent breathing (5.5 breaths per minute) can improve oxygen eﬃ ciency, reduce anxiety, and enhance focus and over time, breathwork may also increase heart rate variability (HRV) – a marker of resilience and recovery.

For best results, health clubs can oﬀer dedicated breathwork sessions or integrate them into yoga, recovery, or mental fi tness classes which can be themed, for example, for stress reduction or emotional release, or to boost energy.

Qualifi ed instructors or therapists are needed to guide sessions, helping members learn techniques they can go on to apply on a daily basis.

Combining breathwork with other interventions, such as cold exposure or meditation can amplify the benefi ts.

Breathwork is a low-cost, accessible tool that supports recovery, mental clarity, emotional regulation and improved physical performance and as demand for holistic well-being solutions grows, breathwork offers health clubs a powerful, sciencebacked way to add value and differentiate their wellness offerings and we expect to see it becoming a staple of the sector.

We expect health clubs to integrate breathwork into their oﬀerings, while also adding new programmes

FITNESS FORESIGHT

13. FREE MAT SPACE

As growing numbers of consumers experience personal training – often in locations without large equipment – they’re becoming increasingly comfortable doing mat-based stretching and bodyweight exercises to supplement gym workouts.

We see a need emerging for more fl exible open mat spaces in health clubs, creating places where members can simply ‘play’ – warming up, cooling down, stretching and exercising in their own time and following their own personal needs and training programmes.

Everyone Active is already adding these spaces, equipping them with Therabody products such as vibrating foam rollers and Theraguns, stretch bands, hand weights and other small equipment and the areas are in constant use.

This trend plays to the fact that consumers are increasingly fi tnessliterate, many know how to train and what works for them and they want the freedom to do it in their own way.

It also ties in with the powerful recovery trend, identifi ed in HCM’s Fitness

Foresight 2017, which is now such a huge part of the health and fi tness sector.

Expect to see people doing yoga moves, balance training, stretching and using recovery products they don’t have at home to resolve their aches and pains.

There may even be a market for a new concept studio space which is purely a physical playground with only mats and small equipment.

With so much interest from consumers in this kind of space, we expect to see the concept being deployed in multiple way.

Free space in gyms will increasingly be used for self-directed exercise

Read more about duty of care for young people in health clubs in HCM

Operators will design hangout spaces for young people and ‘treat them as customers’

14. GEN Z HANGOUTS

Even a democratised social wellness oﬀering might be a bit beyond the budget of Gen Z, but gyms aren’t. Research shows that all around the world it’s the youngsters who are the most engaged demographics and are instrumental in the uptick in memberships. Research by The Gym Group showed the importance of the gym for Gen Z, with 37 per cent viewing it as a place to socialise. Speaking at the HCM Summit

in October 2024, The Gym Group CEO, Will Orr, said: “Gen Z are working out more often and more than one-third of them are seeing the gym as a place to socialise, with 42 per cent saying they’ve made new friends at the gym.” (www. HCMmag.com/willorrHCMsummit24) Gen Z make up 40 per cent of the membership and, in response, The Gym Group has worked with Brinkworth Design, to ensure clubs appeal to this cohort.

At UK Active’s Active Uprising in March 2025, Beano Brain’s, Adam Wilson, said the fi tness sector could learn from McDonald’s in how to reach this generation. He said the fast food chain “oﬀers low barriers to entry cost-wise and it’s the fi rst place they can go without their parents. They’re made to feel welcome and are treated as a customer.”

We expect to see value and public sector gyms evolving to embrace this opportunity with safe social spaces for young people.

FITNESS FORESIGHT

15. TOE HEALTH

Falls can mean the end of independence for older people and are the leading cause of injury-related death. The number of fatal falls have doubled in the last 20 years and mental and physical health often suﬀer as a result. The mortality rate one year after a fall is 33 per cent.

It’s not just an old person thing – one in four adults say they fall over each year.

According to Angela Metrou, founder of Modern Mind and Body Care, which oﬀers online programming including ‘13 for toes’, says: “While hips and core are big drivers of balance, it’s foot contact and ankle strength which are key to keeping us from losing our balance, especially as we lose sensitivity to our feet as we age.

“By the age of 50 our feet need 20 per cent more pressure to perceive a stimulus and by 80 this rises to 75 per cent.

Research has shown that big toe strength is an indicator of the likelihood of falls – more so than any other muscles in the lower limbs. And the likelihood of a subsequent fall doubles after falling once.

Simple toe exercise are easy to do at home, or while taking a break from the desk and can be added at the end of classes in the gym.

Metrou recommends using texture to stimulate feet, jumping oﬀ chairs and using fabric bands.

We expect health clubs to increasingly highlight toe health and incorporate toe exercises into programmes.

Big toe strength is an indicator of the likelihood of falls – more so than any other muscle

16. SWIMMING

There are challenges in the swimming sector, but we see opportunity and expect more operators to harness this potential. Pools are notoriously expensive to run and new UK Active/ Swim England research shows 500 have been lost in the UK since 2010. The decline is speeding up with almost half lost since 2020. However, in last year’s State of the UK Swimming Industry Report, LeisureDB’s David Minton said pools need to be repositioned as prized assets rather than being seen as a drain on budgets.

We wholeheartedly agree and believe there’s a whole world of swimming out there to be explored beyond childrens’ lessons, especially with the growing interest in cold water swimming and triathlon, which is already giving outdoor pools and Lidos a longer season without the cost of heating. The feeling of gliding through water is exhilarating – like fl ying – yet so few people experience this. We believe oﬀering adult swim coaching – indoor and outdoors –and creating more niche swim clubs could inspire a new generation of water lovers.

As well as being an essential life skill, swimming is the only complete form of exercise, delivering cardiovascular health, strength, fl exibility and mindfulness. It’s weightless, so is easy on the joints, the risk of injury is low, it involves skill which means there is a progression opportunity; it’s fun and can be highly social.

Harnessing the momentum created by the cold water swimming scene by organising groups teaching people how to approach it safely could create a buzz and get more people engaged.

Cold water swimming is driving consumer engagement that operators can encourage

PHOTO:

Read more about cold water swimming with Gilly McArthur

FITNESS FORESIGHT

17. MITOCHONDRIAL HEALTH

With many consumers reporting fatigue, health clubs are in a perfect place to support with interventions based on light therapy, cold therapy and nutritional optimisation. Red light therapy, also known as photobiomodulation, uses far infrared light to stimulate cellular energy production. At the heart of this process are mitochondria – the powerhouses of the cell – which generate ATP, the main energy currency of the body. Far infrared light penetrates cells and increases ATP

production, improving energy levels, physical performance, and cellular repair.

Blue light is traditionally used to regulate circadian rhythms and treat SAD, but is now being studied for its eﬀects on cellular energy. Emerging research suggests exposure to specifi c wavelengths (the 415–495 nm range) can stimulate mitochondrial activity, leading to improved cellular energy output and increased alertness.

Lifestyle strategies can also support mitochondrial health and promote the

Consumers’ quest for boundless energy can be addressed with light

creation of new mitochondria – aerobic, HIIT and resistance exercise, intermittent fasting and diets rich in polyphenols, omega fatty acids, and antioxidants, such as berries, nuts, olive oil and green vegetables, for example. Adequate sleep, stress management and cold exposure can stimulate mitochondrial resilience, boosting energy levels, cognitive and cellular health.

All these interventions lie within the remit of health clubs and we expect mitochondrial health to become a focus for the sector.

PHOTO:

18. RURAL GYMS

While operators are competing for sites in major cities and talking about plans to break new territories globally, there are huge swathes of most countries which are still missing out on access to decent health and fi tness facilities at value for money prices.

HCM first discussed the potential for the development of rural gyms in 2023. Developing them using the same model as a city-centre doesn’t work for operators – who need more footfall – or residents, who all too often find themselves paying more for an inferior product to their city counterparts, while generally earning less.

In the UK, 10.5 million people –almost 20 per cent of the population – live in rural areas, representing a huge potential audience and business opportunity. Some would argue we also have a moral obligation to deliver access.

PureGym is the first high value, low cost operator to come up with a model – the very small box format – which can work in low footprint areas, and is eyeing sites all over the UK, including the last frontier of Cornwall, which is yet to benefit from aﬀordable fitness.

“Penetration will improve when the whole population has access to a low-cost gym and we’ve embarked on ambitious expansion to meet this demand. We think there is potential for 600 sites in the UK.”

PureGym has thrown down the gauntlet and we expect more to follow.

Read more HCM’s insight into health and fitness in rural areas

It’s time to elevate training options in rural areas

FITNESS FORESIGHT

19. NEW MARKETS

With RX Launching FIBO Arabia and Elevate heading to India, hotspots are emerging around the world.

We expect the global market to continue rapid expansion, with several regions oﬀering high growth potential.

Asia-Pacific presents major opportunities, particularly India, Southeast Asia and China, which have large, young populations, growing middle classes and increasing awareness of lifestyle-related health issues. Penetration remains low, making them ripe for aﬀordable, tech-enabled fitness oﬀerings.

MENA nations, especially Saudi Arabia and the UAE, are investing heavily in wellness through national strategies such as Vision 2030. Cultural shifts are driving increased participation, particularly among women, creating demand for high-end, gender-specifi c and boutique facilities.

Latin America, led by Brazil and Mexico, has a strong fi tness culture and growing interest in community-driven, accessible gyms, while sub-Saharan Africa shows potential in countries such as South Africa, Kenya, and Nigeria, where rising health concerns and mobile tech oﬀer pathways for fi tness access and education.

Eastern Europe is seeing growth driven by youth, improving economies, and interest in social and functional fi tness experiences.

Success will come from delivering aﬀordable, inclusive and tech-integrated options tailored to local needs.

Growth is being driven by young populations and awareness of health

20. SOCIAL PRESCRIBING

Social prescribing, which connects people to community resources, activities and services to improve their health and wellbeing, can address social, emotional and practical needs that impact overall health. The activities can be gym-based, or they might be in nature or a cultural setting and according to analysis from the National Academy for Social Prescribing, this can substantially relieve pressure on the health service through reduced doctor’s visits, hospital visits and admissions.

With the pivot to wellbeing happening in the pubic sector in the UK, social prescribing represents an obvious convergence with the healthcare sector.

Places Leisure is an early adopter and has already appointed a social prescribing team, headed up by Alison Elsender, who has moved across from social prescribing in the medical sector. Elsender is streamlining referrals and supporting people through the process, many of whom won’t have stepped inside a leisure centre before.

See all the key fitness trends and predictions from each year since 2014

We expect to see more trusts and local authorities following the lead of Places Leisure and finding ways to work more closely with doctors in order to engage with new audiences and level up inequalities. Prescribing exercise rather than medication is more eﬀective for a number of healthrelated issues and more holistic than GP referrals, working to support people with mental and physical health issues, as well as loneliness and financial challenges. ●

Social prescribing is being delivered by Places Leisure in the UK

INSIGHTS

INDUSTRY INSIGHTS

THE WAY I SEE IT

How can the industry attract people who don’t think gyms are for them?

How do we get governments on side? Are memberships too cheap?

Will the recovery trend be a flash in the pan? And why is this such a great industry to work in? HCM Handbook gets the views from senior global operators

“Creating the right culture of respect and inclusion among your membership is not easy, but it is vital”

Colin Waggett

CEO: Third Space

How can the ﬁtness industry attract the other 80 per cent? Does any category have 100 per cent market penetration? We should be very much at peace with people enjoying team sports, running, cycling, walking activities or training at home.

What we can do is build very materially on our 20 per cent by being excellent in the service and experience that we offer, whatever the concept, and continuing to innovate and differentiate our offerings to appeal to different audiences.

The wind is on our backs as a sector so we should make the most of it. This includes building financially viable businesses that can attract investment to grow for the long term. That might get us to 30 per cent, which would be progress and might even be attainable!

Living well and being happy are key motivators for Third Space members

What more can be done to remove barriers for women to exercise?

There are not many businesses where the behaviour of your customers has such a profound effect on the experience of your other customers. The key is to create the right culture of respect and inclusion among your membership. This is not easy, but it is vital. In this way clubs could do a lot more to be welcoming to women.

What are your thoughts on the recovery trend?

It is already mainstream. As motivations have shifted from ‘lose weight’ to ‘live well and be happy’, people’s motivations have become much more rounded and they

know they need to look after themselves.

The rise of wearables is a huge piece of marketing for our industry, which drives people to educate themselves as to how to train and recover.

What do you enjoy the most about your job?

Working with people who are as passionate about what we do as I am. I never have to worry about whether the Third Space team is invested in our purpose.

Do membership prices need to rise?

Over time yes. Any health club needs to generate enough cash to enable it

to re-invest to keep standards high and to invest in people. Costs will go up, so prices must go up enough to at least sustain a healthy margin. Investment is vital because members will eventually leave a tired and ageing club.

What’s your personal fitness routine?

I love to ride my bike with friends at the weekend. More than 50 of us from Third Space participated in the Mallorca half Ironman in May (2025) so that motivated me to get in the pool this winter, to make sure I could keep up with the younger team members. My Monday morning PT is a staple of my life that I couldn’t do without.

How can the fitness industry attract the other 80 per cent?

For too long our industry has catered to the already-active, but true growth lies in breaking down barriers for those who feel intimidated, uninspired or underserved. We must reframe fitness as a tool for overall wellbeing, not just aesthetics.

This means creating welcoming spaces, offering programmes tailored to beginners and older adults and integrating technology to make fitness more accessible beyond the gym. Flexible memberships, virtual coaching and partnerships with workplaces and healthcare providers can help us meet people where they are.

The future of our industry depends on inclusivity. If we shift the focus from traditional gym culture to holistic health and longevity, we can unlock a new wave of engagement and ensure fitness is for all.

“The future of our industry depends on inclusivity. If we shift the focus from traditional gym culture to holistic health and longevity, we can unlock a new wave of engagement”

CEO and MD: Jetts Fitness Elaine Jobson

What's the key to getting governments onside?

As a board member of AUS Active, Australia's peak body for the fitness industry, I see government engagement as a critical step in making fitness more accessible. We’re actively working with policymakers through initiatives such as Fit for Office, where MPs compete in a fitness challenge and Million Moves, which encourages MPs to lead their electorates in achieving a million moves over 21 days through gyms, outdoor walks and more. By involving government leaders in fitness firsthand, we highlight the role exercise plays in reducing healthcare costs, improving productivity and enhancing community wellbeing. We're advocating for policy changes that support physical activity in schools, workplaces and local communities.

What more can the industry do to remove barriers for women to exercise?

More women are embracing strength training, however, gym environments have not evolved to accommodate this change, with weights areas dominated by heavy lifting zones.

Women over 50 are a forgotten segment, despite the proven benefits of strength training for bone density, longevity and overall health. Gyms also fail to provide adequate support for pre and post-natal women. In the absence of education and tailored programmes, many stop exercising.

The industry must do better by redesigning spaces, offering education and providing inclusive programming to ensure that women, at every life stage, feel empowered to continue their fitness journey without barriers.

Jetts Fitness invests in its teams so they can deliver outstanding service

Do membership prices need to rise?

In many cases, yes. A sustainable industry requires pricing that reflects the quality of the experience. While discounting might drive short-term growth, it's not a sustainable strategy. Instead, gyms must focus on delivering high-quality products and exceptional service to build long-term value. If we shift the focus from discounts to delivering real value, members will see fitness as an investment, not an expense. Rather than competing on price, we should prioritise increasing member

usage through engaging programming and elevated experiences. This starts with investing in our teams – training them to deliver outstanding service and support.

What do you enjoy the most about your job?

After 30 years in the fitness industry, I can honestly say I've loved every single day. What I enjoy most is the impact we have changing people's lives through fitness. I love being surrounded by passionate individuals who share a common purpose

to help others live better, healthier lives. This industry has given me lifelong friendships, incredible experiences and the chance to make a real difference. It’s more than a job, it’s a calling.

Who’s your best pal in the industry?

I love the network of passionate likeminded people in this industry.

A particularly special relationship is with David Minton (founder of Leisure DB) who has exceptional taste in restaurants and wine!

How can the ﬁ tness industry attract the other 80 per cent?

We’re at an infl ection point as the world evolves beyond fi tness and traditional medical care. For too long, the fi tness industry has focused on those who are already active, leaving behind the majority of people who don’t feel traditional fi tness spaces are for them.

Our vision at Purpose Brands is to ensure wellness services are accessible to individuals and communities around the world and we believe accessibility is more than just locations, it’s about meeting people where they are, physically and emotionally.

As well as expanding our presence around the globe with the goal of reaching 10 million members with more than 10,000 locations by 2030, Purpose Brands is investing in technology that

“Across all our brands, we’re working to increase female representation in leadership – when more women lead, more women feel welcome in our spaces”

CEO: Purpose Brands Tom Leverton

oﬀers personalised coaching and fi tness experiences to people who might not feel comfortable walking into a gym; partnering with healthcare providers and corporate wellness programmes to integrate fi tness into everyday life and being a loud voice of encouragement that any movement is good.

What more can the industry do to remove barriers for women to exercise?

Women face their own set of challenges when it comes to fi tness around the world, from safety concerns and cultural barriers to societal expectations. We’re taking real steps to address this across our brands and business worldwide.

In Bahrain, we launched a women’s-only Orangetheory Fitness to create a space where women feel safe and empowered to

train. In Saudi Arabia and the Gulf Cooperation Council (GCC) area, we’ll do the same, navigating each country with an eye to help improve the health of women.

Across all our brands, we’re working to increase female representation in leadership – when more women lead, more women feel welcome in our spaces. Fitness should be a place of strength and support for everyone. We are making strides to ensure that reality for all women.

What’s the key to getting governments onside?

Changing the minds of leaders and policymakers is critical work that must be done around the world. The key is to

PHOTO: PURPOSE BRANDS

Purpose Brands wants to create spaces where women feel empowered

show policymakers how fitness reduces healthcare costs, improves workforce productivity and ultimately strengthens economies. While all of the data shows the crucial role of fitness in managing risk factors and boosting immunity, it’s just not seen as an essential health service – yet.

During the pandemic in the US, gyms permanently closed at five times the rate of restaurants. It proved that fitness has to shake this reputation of

being merely a lifestyle choice, when it’s actually a public health necessity.

We dug in and worked closely with governments in the US and Canada to advocate for fitness clubs and studios as essential services. Since then, we’ve expanded those efforts on a more global scale, and that work continues.

In Saudi Arabia, we’re currently aligning with the government’s Vision 2030 plan to improve public health and quality of life.

What is your personal fitness/wellness routine?

I try to embody our company’s purpose in my own life. I’m a huge basketball fan and coached my daughter’s high school team. Now that she’s off to college, my routine includes strength training, high-intensity workouts and plenty of mobility work. I also prioritise recovery and move every day, whether it’s a structured workout or simply staying active with my family.

How can the ﬁ tness industry attract the other 80 per cent?

I think this is a strategic challenge as opposed to a tactical one. Most in the industry focus on the 20 per cent who are naturally inclined to use our products and services as opposed to the 80 per cent who prefer to avoid them. There’s commercial logic to this selfperpetuating position – you are likely to get a better yield for your time and resources when attracting a segment that is already positively disposed, instead of attracting a segment that’s not.

So, the question is not how can we attract the other 80 per cent, but how can we make it more attractive than the opportunity cost associated? An approach would be to conceptualise products and services at the outset for the 80 per cent which in our industry has never really

“I’ve been studying meditation for over 25 years, and it is often misunderstood – its beneﬁts are essentially inexhaustible for the individual and society”

CEO: Tribute Brands Jonathan Fisher

Fisher believes recovery concepts, such as 432, can widen the appeal of the industry

PHOTO: TRIBUTE

PHOTO: TRIBUTE BRANDS

The 432 social wellness concept will open ﬁ rst Amsterdam

been the case. It requires a total shift in mindset and a long-term approach.

What are your thoughts on the recovery trend?

This is a great example of how to attract the other 80 per cent, by thinking outside the box. Many recovery practices bypass some of the key objections related to an exercise-centric approach, for example, you don’t need to exert yourself to sweat in a sauna and you get the benefi ts of a cold plunge even if you only do it once a week. With modernised practices such as sauna, cold-plunge and breathwork gaining traction, I do think recovery has the potential to reach a wider audience. This has led to my involvement in an exciting new social wellbeing venture, 432. (See interview with Jamie Waring in HCM issue 5 2025 www.HCMmag.com/archivec).

Will modalities such as breathwork and meditation go mainstream?

This is another great example of how to attract the other 80 per cent! These practices have been around for millennia for good reason – and with modernised marketing and execution, they will go mainstream. I’ve been studying meditation for more than 25 years, and it’s often misunderstood – its benefi ts are essentially inexhaustible for the individual and society.

Breathwork is one of the most direct ways to get an immediate wellbeing outcome, alongside hot-cold therapies and of course, exercise. 432 Social Wellbeing will be an example of taking breathwork mainstream, as it integrates the practice with sound, in a curated, group-led experience centred around sauna and cold-plunge.

What’s your personal ﬁ tness and wellness routine?

Fitness and exercise has always been a part of my life; however my wellness routine has been built on a daily meditation practice, both morning and evening. As mentioned, I’ve been studying this seriously for more than 25 years and continue to do so under the guidance of my mentor, Dr Shankaranarayan Jois, author of Sacred Tradition of Yoga I endeavour to exercise every day, with a TRIB3 HIIT workout once or twice a week, and weight-training with my personal trainer once or twice a week. When none of the above fall into place I happily fall back on a self-appointed 20-minute circuit combined with some yoga stretches. I’m looking forward to PILAT3S opening near me so I can incorporate dynamic reformer Pilates into my routine.

What more can the industry do to remove barriers for women to exercise?

We need tailored solutions to support women in staying active. Life demands –such as work, family and caregiving – often take priority over exercise for women. As a wife and working mum of three young boys, I face this issue myself.

Crunch oﬀers childcare in many of its gyms to accommodate busy mums and we make women feel welcomed no matter where they are on their fi tness journey. We’ve added equipment that women are asking for, such as for glutes and abs. And our new hot studio oﬀers a variety of classes that women are particularly interested in, from hot yoga to Pilates.

To increase engagement among women, industry operators can make exercise more social to build that authentic connection,

“I love listening to our members’ stories. Listening is key to understanding and that insight becomes innovation”

Molly Long

COO: Crunch Fitness

as well as introducing group fi tness classes with themed workouts or buddy systems and host social events like post-class meet ups to blend fi tness with social connection.

What are your thoughts on the recovery trend?

Recovery and wellness are becoming a critical part of “healthy”. Our members have increasingly prioritised recovery and a holistic approach to wellness, so to meet their evolving needs, we recently launched our innovative design, Crunch 3.0.

A key part of the new layout includes reinventing the Relax and Recover space to make it feel more spa-like. We’ve enhanced the services in the space, including Hyperice percussive, red light therapy and the infrared sauna. There’s also a dedicated stretching area, dimmed lighting and speakers with soothing music.

Crunch is making it easier for women to exercise, by offering childcare and other support

Will modalities such as meditation, and breathwork go mainstream?

Yes. A key part of Crunch 3.0 is “Hot Stuff,” a dedicated hot studio for members looking for holistic offerings. We offer a number of heated group fitness classes including yoga, Pilates and barre for members looking to optimise their mental health. We’re looking at expanding Hot Stuff classes into other modalities including breathwork and meditation.

Do membership prices need to rise?

Innovation doesn’t mean membership prices need to rise. With Crunch 3.0, we have redefined fitness spaces and selectively curated design elements to elevate the member experience, but even with this latest prototype, our base memberships will still start at US$9.99 a month, offering exceptional value.

What do you enjoy the most about your job?

I love listening to our members’ stories. Whenever I’m out in our gyms, I make a point to talk to our members, who will tell you exactly what’s on their mind. It’s the best way to truly understand their motivations. Listening is key to understanding and that insight becomes innovation.

What’s your personal fitness and wellness routine?

I run about three miles, six days a week. It’s a kind of meditation for me. I’m not fast at all, but I always feel great after. I’m also a huge fan of the Crunch group fitness classes and my next goal is to lean into strength more.

PHOTO: CRUNCH FITNESS

What more can the industry do to remove barriers for women to exercise?

Fitness is no longer solely about aesthetics; it’s about overall wellbeing and empowerment. Women-focused fi tness challenges, uplifting group workouts and inclusive spaces foster connection and motivation. When we prioritise accessibility, education and empowerment, we create a fi tness culture where more women can thrive.

Creating a supportive, safe, and inclusive environment is essential. Women often reference intimidation and time constraints as barriers to exercise, making inclusive atmospheres and integrating hybrid fi tness experiences paramount. Providing fl exible class schedules or at-home workout options, like Lift Brands’ Fitness On Demand, ensures

“Providing value is a huge factor in the sales process, in this economic climate members want to feel they’re getting the most for their money”

Ty Menzies

CEO: Lift Brands

women can fi t movement into their lives in a way that works for them. Welcoming gym designs and safe workout environments – both in person and online – are also essential to making fi tness more accessible for women. Representation matters too. Seeing women of all ages, backgrounds and fi tness levels in marketing and leadership roles helps create a sense of belonging in the industry.

What are your thoughts on the recovery trend?

The mindset of go hard or go home is changing, with a sustainable approach to fitness being about enjoyment and recovery.

Snap Fitness was an early adopter of recovery solutions, delivering an extensive library of stretching, breathwork and mobility content through our award-winning Snap App.

Fitness On Demand launched Recovery Station in March (2025), which oﬀers guided recovery, mindfulness and breathwork sessions delivered to members through a touch-screen TV.

We know many members prioritise wellbeing over training intensity and it’s my belief that recovery will soon become as mainstream as strength and cardio training.

Do membership prices need to rise?

Providing value is a huge factor in the sales process. In this economic climate members want to feel they’re getting the most for their money. Despite the global economic pressures and the focus on aﬀordability, members are willing to pay for personalised experiences, both at clubs and beyond. Beyond the equipment and facilities, we’ve found that support, guidance and community set clubs apart.

PHOTO: LIFT BRANDS

What do you enjoy the most about your job?

The best part is the people. From passionate franchise owners to personal trainers, the energy is infectious. You get to see firsthand how fitness transforms not just bodies, but also boosts confidence, strengthens communities and supports small business owners’ careers.

Being surrounded by workout enthusiasts means you’re constantly inspired – or guilt tripped! – into staying active yourself.

There’s nothing better than walking into one of our gyms, chatting with members and seeing the brand in action. And if that means testing out the latest equipment or joining a class, that’s just good leadership, right? At the end of the day, it’s about impact, energy, and maybe a few too many protein shakes!

Members want value and to make the most of their money

Menzies says the energy of his team is infectious

PHOTO: LIFT BRANDS

How can the ﬁ tness industry attract the other 80 per cent?

Value is crucial, especially for young people who are prioritising their health and wellbeing and are savvy spenders. As an industry we’ve got to break down misconceptions – gone are the days of gyms being exclusively for bodybuilders.

Despite this, our sector and associated industries, such as protein and gymwear, continue to present a body beautiful image so it’s vital we counter this to demonstrate gyms are places where everyone is welcome.

Accessibility is also crucial. There are still huge areas of the UK without adequate gym provision. PureGym is opening more than 50 new gyms in the UK this year and adapting formats to include ‘Small’ and ‘Very Small Box Format’ gyms, which enable openings in towns and rural locations that have never had a gym before.

“It is vital we counter the body beautiful image to demonstrate the gym is a place where everyone is welcome”

Clive Chesser

CEO: PureGym

What more can the industry do to remove barriers for women to exercise?

Gymtimidation is an industry-wide issue that requires industry-wide attention. Research undertaken by PureGym last year found 10 per cent of women experience this compared with 6 per cent of men, so we’ve got to break down these barriers to help women feel more comfortable when working out at the gym.

We’re constantly improving our design to be more accommodating towards women, for example, by providing lighter lifting areas to help females and beginners gain confi dence.

We’re also oﬀering a range of classes that are very popular with these members, for example our ‘Lift’ weight training class helps members progress with their strength training while also

PureGym has 1.5 million members in the UK

ensuring they learn the correct form and technique in a safe environment.

What’s the key to getting governments onside?

We must show governments the vital role that gyms play in driving better health outcomes. With more than 10 million gym-goers in the UK alone, plus those exercising outside gyms, people are evidently taking increasing personal responsibility for their health and wellbeing.

Exercise is a hugely successful and cost-eﬀective means of preventative healthcare and in time will help to alleviate pressure on health services. It’s up to us to demonstrate that gyms are perfectly positioned to help the UK government achieve its aim of building a health service fi t for the future, by inspiring a healthier nation through aﬀordable, fl exible fi tness.

PHOTO: PUREGYM

Do membership prices need to rise?

As a value gym operator, competitive pricing is essential – PureGym has 1.5 million members in the UK and we work incredibly hard to keep prices as low as we can. All businesses are facing increasing costs and this leads to difficult decisions about how much to pass on to consumers.

Our variable pricing model means if we need to make price increases it can be done in a targeted and measured way. We operate a lean and highly efficient operating model, meaning we’re better able to absorb increases in our cost base.

Despite the challenging cost environment, the average rise of a PureGym membership in January 2025 was only 80p.

We’re likely to implement some modest price rises in the year ahead, but won’t pass on the enormous cost burden presented by the Autumn Budget to our members.

The Very Small Box Format will allow sites to open in rural areas

Lift is a weight training class aimed at women

PHOTO: PUREGYM

What do you admire most about the industry?

I believe our industry is built on community and connection at a time when so many other sectors in society are seeing less engagement. We’re community hubs and that connection is infectious.

One of the attributes I admire most about our industry in the US is that there’s a facility to meet the needs of every consumer in every corner. Our research tells us consumers know the benefi ts of exercise for physical and mental health, and our surveys tell us consumers know it empirically through their own experience.

What’s your take on the role of women in health and ﬁ tness?

I’m proud to see the innovations in our sector. At a recent industry event in New York City with an audience of

“Consumers are acutely aware of prices and policymakers are too when they look at incentives and other proposals to expand ﬁtness and wellness”

Liz Clark

CEO: Health and Fitness Association

CEOs, investors and industry partners, half the programme represented female entrepreneurs focused on building businesses benefi ting women.

Our industry has always rewarded operators who refl ect their customer base and their customers’ needs, and the growth of this sector and even the expansion of women-oriented fi tness as part of women-oriented health care, are positive developments.

Is the sector stepping up on environmental challenges?

Our industry is very focused on consumer behaviour and preferences, leading on energy eﬃ ciency, recycling, responsible water use and similar policies.

This is good for consumer relations and also for business as a cost management policy. In so many areas, especially in

cities, facilities are opening in the latest LEEDcertifi ed spaces and that relationship between new and innovative property owners and interested tenant fi tness businesses is positive.

Do membership prices need to rise?

We recently surveyed consumers in key regions around the globe, and we know many consumers are sensitive to pricing, but keeping fi tness accessible isn’t just a business challenge it’s a public policy opportunity. If government’s want to expand access to physical activity, they must recognise that aﬀordability matters and consider subsidies, tax incentives or other mechanisms to keep prices within reach for more people.

Recent HFA research shows consumers and policymakers, are acutely aware of prices

What do you enjoy the most about your job?

Getting to know, learning about and advocating for the health and fitness operators who give so much to their communities and who see in their customers the positive impacts of their work every day. I’m proud to share their stories and advocate to government and industry leaders on their behalf. Our industry is one of the new central connection hubs, bringing

people, communities and teams together. Connection is a huge part of what makes communities thrive, and I’m inspired about the connections we create in our facilities every day.

Who’s your closest pal in the sector?

If I had to pick one, I’d say Chris Craytor, who for two years was my chair and also a key collaborator.

We had to work to solve a lot of challenges within the organisation, so I know he’s a smart, patient leader.

What is your personal fitness/wellness routine?

I love Pilates and weightlifting. I also love playing tennis and golf. I wish I could say I love running, but unfortunately I don’t. Although I appreciate the bang for your buck which running offers – if you don’t have much time it’s a great way to get a little sweat. For wellness, I love enjoying live music with my husband, and shopping with my daughter and relaxing in a hot bath.

How can the ﬁ tness industry attract the other 80 per cent?

Starting an activity can be daunting, so we must do more to address the barriers to participation and ensure all leisure facilities are welcoming and accessible. This includes websites that oﬀer virtual walkthroughs, fully accessible information and colleagues who make everyone feel valued.

Everyone Active oﬀers gym introductions and wellness sessions to support new people to get active. The next step is finding the right activity to create regular, long-term habits, as the right activity leads to positive behavioral change. We oﬀer more than 3,500 activities and have opened our GP and Exercise referral activities to all.

Additionally, oﬀering concession memberships, online activities and promoting free or low-cost ways

“O ering concession memberships, online activities and promoting free or low-cost ways to stay active can help remove the ﬁnancial barriers for many people”

Ben Beevers

Group development director: Everyone Active

to stay active can help remove the financial barriers for many people.

What’s the key to getting governments onside?

Inactivity leads to one in seven premature deaths, while physical activity can reduce the risk of many long-term illnesses, such as cardiovascular disease (up to 35 per cent) and Type 2 diabetes (up to 40 per cent). So having the government on side should be straightforward. But it isn’t.

The fi tness industry is competing with the pharmaceutical industry and an inactive society where people want quick, easy solutions. Additionally, the NHS is struggling to manage immediate demands rather than the fundamental causes of health issues.

However, I believe the awareness of the importance of staying active is on the

rise. Eventually, inactivity will be seen like smoking and with the NHS Change Plan, which focuses on prevention rather than treatment, it could provide an opportunity for our sector to play a greater role in supporting the government’s direction.

Will modalities such as meditation and breathwork go mainstream?

Wellness is here to stay and will become more defined as time goes on. This year Everyone Active became the fi rst leisure operator to oﬀer a fully-integrated wellness membership to customers.

Developed in partnership with industryleading physiologist Oli Patrick, the You+ membership focuses on six key pillars: sleep, recovery, nutrition, brain health, social wellness and movement. Within brain health, we’ve used evidence-based strategies to recommend

mindfulness practices, such as meditation or deep breathing, to help clients reduce stress and promote mental clarity. Further to this, each customer receives a consultation from a You+ Coach. The consultation provides insight into each customer’s current wellness and also delivers guidance on breathwork as a critical tool for improving both physical performance and mental wellbeing. Through our facilities and digital platforms, we aim to teach functional breathwork

and nervous system regulation through breathing techniques that can greatly enhance our customers overall health.

What

is your personal fitness/wellness routine?

On weekdays, my morning starts with between 30 minutes to an hour of activity before breakfast. I never feel like doing it beforehand but always feel brilliant when I’ve finished. The activity varies from running, Wattbike, weights

or yoga, and will be focused on the latest challenge I’ve set myself. I also play football midweek (when not injured!) and usually do a long run or football at the weekend. This routine has flexibility in situations where I’m away or need to travel early. Following completion of my You+ questionnaire, I was guided to improve my nutrition and sleep, with areas flagged such as caffeine intake and eating time, both impacted by my hectic schedule and the need to fit in some form of activity!

Finding the right activity is critical to creating long-term exercise habits

How can the ﬁ tness industry attract the other 80 per cent?

The percentage of people visiting gyms is increasing and we see enormous growth potential for the industry, especially among a younger target audience who make it part of their lifestyle. Our main goal is to remain an attractive partner for these individuals throughout their lives.

Expertise and educational work surrounding the megatrends of health and longevity are crucial factors in conveying the importance of movement and strength training, providing more people with access to a gym and – consequently – an active and healthy lifestyle.

What’s the key to getting governments onside?

We must continue to unite within the industry and work collaboratively to

“As an industry, we have long failed to ensure that we are recognised as essential”

Martin Seibold

CEO: LifeFit Group

convince governments of our eﬀorts. This requires visibility for our oﬀ erings and services, as well as the expertise of science that clearly demonstrates the importance of movement, activity and muscle strength. There are many great initiatives, clubs and associations that are already doing this.

As an industry, we have long failed to ensure we’re recognised as essential. The pandemic opened our eyes and showed us how important it is to bring our work more into the focus of governments, so they understand the societal contribution we make through our oﬀ erings.

The costs for the healthcare system are rising so it is time to invest more in prevention and the lifestyle of individuals. Governments need to consider this aspect and the fi tness industry needs to be the strong partner by their side.

LifeFit Group sees great potential for growth among young audiences

What are your thoughts on the recovery trend?

Rest and recovery have long been an integral part of our offerings, not only through our wellness programmes but also through body and mind courses, such as yoga and Pilates. A relatively new addition is our meditation course MyMeditation, which places less emphasis on physical activity without completely disregarding it.

It’s fascinating to observe how the industry has generally evolved in this area and how it will continue to develop in the future. In my opinion, the focus on rest and recovery will remain a key aspect within the fitness industry; the specific form it will take remains to be seen.

What do you enjoy the most about your job?

I love what I do. I have been in the industry for more than 25 years and I can’t imagine anything better. In the fitness industry, we focus on motivating people to lead a healthy and active lifestyle. We strive to improve their lives through activity and, in doing so, provide them with a better quality of life. That’s just fantastic!

I’m someone who stays active, moves a lot, and tries to eat healthily. I share this with my teams and work daily alongside many like-minded individuals.

At the LifeFit Group, we hire people according to the Sunday Tea Index –people we would want to sit down with for a cup of tea with on a Sunday! This creates a great atmosphere within the teams and supports collaboration, even when things get a bit bumpy. Working with the latest trends and young people motivates me to stay fit. l

23 OCTOBER 2025

GLOBAL EVENT

The event will bring together a powerful lineup of speakers and contributors from across the industry to share creative insights and experience, with a focus on business success and innovation.

You’ll go away inspired and informed, with ideas to implement in your own professional life, as well as valuable contacts and access to best practice to drive your success as we head into 2026.

Fitness, health, wellness

Excitement is building for the all-keynote HCM Summit 2025 from Leisure Media, HCM magazine and Spa Business magazine.

In addition to the summit talks, a carefully curated exhibition will showcase the latest innovations, while summit networking events, including the After Party, hosted by Les Mills, will give the opportunity to connect, make new contacts and do businesses.

All this, along with product sampling, book signings and activations make the summit a powerful and useful event for the sector.

Queen Elizabeth II Conference Centre, London

Liz Terry HCM editor and CEO of Leisure Media

AI vs HI

We’re standing at a crossroads where tech promises to make us superhuman, while threatening to make us less human. Emma Barry looks at how to make tech work for us while also maintaining our humanity

The quantified-self movement has created a generation of dataobsessed hypochondriacs

How do we harness AI’s power without losing human intelligence?

The ironies of our time are delicious. We use meditation apps to disconnect. We stare at LED screens that simulate nature while sitting in climate-controlled boxes.

We track our sleep so obsessively that we lose sleep over it. As the boundaries between technology and humanity blur, we’re left wondering: Where do we draw the line?

The fi tness industry stands at the epicentre of this convergence. Traditional health models are crumbling as consumer-driven wellness storms the gates of conventional healthcare. The democratisation of health data has turned every smartphone owner into a physician, while the rise of longevity services transforms neighbourhood gyms into medical-grade wellness centres.

DIGITAL DISRUPTION

We’re witnessing a seismic shift in the health and fi tness industry, driven by deep systemic changes that ripple across generations, geographies and technologies. Gone are the days when cardio was king – it has been dethroned by musclefocused training in pursuit of longevity. The graveyard of cardio equipment is being replaced by reformers and squat racks, while Hyrox obsessives are taking

to the streets and peach-building hip thrusters dominate social media.

The industry’s borders are dissolving: the wellness market is projected to hit US$8 trillion in the next 18 months.

The line between B2B and B2C grows increasingly nebulous as digital platforms democratise access to professional-grade tools. With abundant data at our fingertips, the focus has shifted to integration, interoperability and seamless customer experiences. We’re seeing a fascinating tension between opposing forces:

● Decentralisation versus centralisation in health delivery

● Digital minimalism versus digital-fi rst approaches

● Tracked performance versus intuitive movement

● Mass market appeal versus deep specialisation

The future isn’t about choosing sides, it’s about understanding how these seemingly contradictory forces can co-exist and complement each other. In a conservative funding year, those who master this balance will thrive.

PERSONALISATION PARADOX

Welcome to the age of the fi tness fingerprint, where your workout plan is as unique as your DNA. AI-powered platforms analyse everything from your sleep patterns to your genetic predispositions, creating training

PHOTO: STARLAFORTUNATO

PHOTO: SHUTTERSTOCK / JULIA

Emma Barry

INDUSTRY INSIGHTS

programmes tailored to your molecular makeup. It’s a marvel of modern technology – and potentially a curse in disguise.

Yet there’s a growing appetite for antipersonalisation – a return to universal principles and shared experiences. The same hyper-personalisation that promises optimal results can potentially create digital echo chambers in the fitness world. A chance at becoming separatists in our training bubbles, each following our perfectly optimised path in isolation. The irony? As our training becomes more personalised, our ability to connect through shared physical experiences diminishes.

Consider the paradox: we’ve never had more data about our bodies, yet we’re increasingly disconnected from our intuition. When did you last work out without checking your heart rate variability or recovery score? And if you didn’t measure it, did it even happen?

THE HUMAN RENAISSANCE

As AI revolutionises the fitness industry, we face a crucial question: How do we harness AI’s power without losing HI (human intelligence) and the part of the equation that makes movement meaningful?

The quantified-self movement has given us unprecedented insight into our bodies, but it’s also created a generation of data-obsessed health hypochondriacs. We’re tracking everything from our REM sleep to our respiratory rate, but are we actually healthier for it?

But amid the AI explosion, we’re seeing a human renaissance. Shark Tank ’s Kevin O’Leary says “Art is back.” Great storytellers, creators and artists will be invaluable as businesses double down on creativity to stand out. In fact, nerds are the new cool – from Andrew Huberman’s

Deep knowledge is suddenly sexy

Workouts are a statement of identity: “I do Hyrox” is the new “I drive a Tesla”

neuroplasticity lessons to Oli Patrick’s Energy Equation, expertise and deep knowledge are suddenly sexy. Being human offers something AI can’t replicate: nuanced creativity to push boundaries, the agility to stay relevant, and the authenticity needed to build trust.

THE SOCIAL EVOLUTION

The fitness industry is no longer just about physical transformation – it’s become a form of social currency. Your workout routine isn’t just a health choice; it’s a statement of identity. “I do Hyrox” has become the new “I drive a Tesla.”

It’s time to return to foundational principles

Social media has transformed fitness into a content category first, health pursuit second. The creator economy has made everyone a potential fitness influencer and production house, while social listening tools have turned every post into valuable market research. As social shopping spills into health and wellness, we’re seeing the emergence of seamless commerce experiences integrated into fitness content. But a countertrend is emerging. As digital fatigue sets in, we’re seeing a return to authentic, community-based experiences. The future of fitness isn’t just about going hard – it’s about going home and thinking about it.

THE AGE OF AUGMENTATION

The convergence of technology and biology is ushering in a new era of human enhancement. GLP-1s have created an avalanche of opportunity for the health and fitness industry to finally bridge the gap between wellness and healthcare. From exercise mimetics to hormone optimisation, we’re entering an age where the boundaries between natural and augmented performance blur.

How do we ensure that in our quest to become superhuman, we don’t lose what makes us human in the ﬁrst place?

This biological revolution extends beyond simple optimisation. We’re witnessing a fundamental shift in how we approach longevity – not just extending lifespan, but fortifying “healthspan.” The industry is evolving from simple fi tness delivery to comprehensive life enhancement.

But this rush toward augmentation raises crucial questions: in our quest for optimal performance, are we losing touch with our natural capabilities? Aside from addressing chronic health conditions, as we embrace pills and injections for everything from muscle growth to fat loss, what happened to the fundamental human experience of transformation through eﬀort?

FUTURE FORECASTING

As we navigate this brave new world of augmented humanity, perhaps it’s time to return to foundational principles. In our rush to optimise everything, we’ve overcomplicated the basics: sleep well, move regularly, eat real food, drink water, get sunlight, think

deeply, connect meaningfully and be consistent about all of the above.

The future of fi tness isn’t about choosing between technology and humanity – it’s about finding the sweet spot where they enhance each other. It’s about using data to inform decisions, not dictate them, and about leveraging AI to augment human connection, not replace it.

The question isn’t whether we should embrace technology in fi tness – that ship has sailed. It’s: How do we use it wisely? How do we ensure that in our quest to become superhuman, we don’t lose what makes us human in the fi rst place?

Action step: start by auditing your relationship with fi tness technology. For one week, track how often you check your health metrics. Is technology your tool, or have you become its servant? Remember, the most sophisticated fi tness equipment you own is still your body –keep tuning in and listening to it keenly. ●

Emma Barry is chief of trouble at Trouble Global www.troubleglobal.com

Cardio is out, squat racks are in as everyone gets the memo about building muscle, says Barry

THE WELLBEING

TRAJECTORY

1. CARDIO

VO2 max will move out of gyms and labs and into medical offi ces, corporate workplace wellness initiatives as an objective measure of cardiovascular fi tness and a broader health and longevity marker. VO2 could be seen as the overarching health and wellbeing marker and become a defining number to determine the volume and effectiveness of aerobic exercise. One of the key challenges of anxiousness and high stress is diffi culty in shifting body fat and regulating sleep. Educating younger members in particular that training light

Oli Patrick shares seven areas he believes operators should prioritise to be on point with the wants and needs of consumers

will help them to sleep and regulate their appetite – so improving their physique –ties into a more holistic way of thinking.

Up to 80 per cent of training volume should be in the low zone area and I expect to see more classes and group exercise at that low intensity which can fuse cardiovascular gains with an additional mood stabilising impact.

Cardio can also play a role in active relaxation: a much needed recovery and decompression tool for calming people who are hypervigilant or heading towards burnout.

2. EFFECTIVENESS

People will increasingly want to know whether the service they’re receiving or the product they’re using is eﬀective. Is the dose evidence-based? What’s the eﬃ cacy and provenance of the ingredients? What protocols are being use and why were they chosen? More evidence will be required for an increasingly discerning audience to engage with products and services. The language used by fi tness professionals will need to sharpen to become more science-based and outcomefocused to meet consumer questioning.

Cardio stabilises mood, while early morning sunlight regulates circadian rhythms

“There’s an obsession with protein, which is valid, but clouds the judgment, so people forget fibre”

3. LIGHT THERAPY

Light therapy will have its moment. Infrared sauna is becoming a key modality for fitness operators. Red light therapy offers 55 to 65 degree ambient temperatures, with embedded photobiomodulation, which mimics cardiovascular exercise to activate all the benefits of heat, but also supports relaxation, stress management and sleep.

We’ll also see blue light devices. Blue light at the same frequencies as natural sunlight can trigger the hormone cascade that manages our circadian rhythm. We need that in the morning, so we might find gyms either deploying circadian lighting, so they’ve got brighter lights in the morning, darker in the evening, but more importantly, we’ll see the rise of consumers interested in how they get first morning light, that could mean well tech, or morning walking and running clubs.

4. FIBRE

The bedrock of the gut microbiome, fibre is probably the most missing nutrient from the average household. Making fibre the hero will be the opportunity for people to go back to whole food versus the ultra-processed tsunami we’re surfing.

There’s an obsession with protein, which is valid, but clouds the judgment so people forget about fibre. We need to go back to the roots of eating food instead of post-exercise protein supplements. I think protein has had its year. It’s still relevant, but fibre needs to get back on the map.

INDUSTRY INSIGHTS

5. SOCIAL WELLNESS

Being with people, performing non-essential tasks, is a huge part of our pleasure. But more people are feeling lonely and isolated. The fractured workforce and remote working patterns means many young people won’t build the social bonds that Gen X and Millennials have, so will have to find new ways of finding their people. Sport is the easiest modality for dropping barriers – so we’ll start to see more social clubs, such as for running or cold water swimming. Padel is so popular because it’s

a four-person game. Extending the social outreach of facilities to broader hobbies would be a logical play – for example starting chess clubs or art classes.

6. QUANTIFIED SELF

The quantified self will blur between medicine, medical data, lifestyle data and functional data. Every individual piece of hardware and software wants to own the customer, and at the moment the data is in silos that never quite bind together and seem to sit separately from the fitness

Extending social outreach with things such as art classes and chess clubs engages young consumer

industry. The data won’t slow down, so understanding where we sit in the ecosystem will be important this year.

The search for the data aggregator will begin. The question mark is whether the fitness industry can absorb and use that data more effectively, or sit outside of that picture. Operators will have to decide whether they want to just pretend it’s not happening, or whether they want to train their teams in wearables, lifestyle data and health data and then ensure that embeds into programming and progression.

“There’s a pandemic in the increasing rate of dementia and a new generation who are interested in preventing that”

7. BRAIN HEALTH

The rise in people looking to optimise their brain is running concurrently with a global neurocognitive decline. There’s a pandemic in the increasing rate of dementia and Alzheimer’s and a new generation who are interested in preventing these outcomes.

Anyone worried about their brain health should already be in a fitness facility and fitness professionals need to be able to understand brain health.

Technogym Checkup has kicked off the trend, using a cognitive test in a gym assessment for the first time and I think we’ll also see a rise in cognitive testing, reflex and neuro-cognitive testing, to include potential functional markers.

Objective measurements of the brain through EEG are becoming more accessible with companies, such as Wavi, doing brain mapping, which allow us to measure the impact of lifestyle on the brain: the role of exercise, the role of blood glucose control and increasing ranges of nootropics and adaptogens that are targeted at the brain – most notably products that are mushroom centric, such as lion’s mane. There will also be an increased focus on the role cardiorespiratory fitness, sleep, nutrition and blood glucose control play in brain function. l

Oli Patrick has 25 years’ experience as a physiologist and wellbeing specialist and is also the co-founder of both Future Practice and Pillar Wellbeing

Technogym Checkup uses a cognitive test in a gym assessment for the first time

PUSHING AHEAD

With the franchise segment still booming, Kath Hudson rounds up some of the big deals in the last 12 months

Purpose Brands is driving the growth of the Orangetheory and Self Esteem Brands portfolio

“As the franchisor we need to encourage brand new tests and thoughts”

Tom Leverton, Purpose Brands

PURPOSE BRANDS

In November 2024, it was revealed that the merged company of Self Esteem Brands and Orangetheory Fitness would be called Purpose Brands, with Tom Leverton appointed as CEO.

With 7,000 sites across 52 countries, the US$3.7 billion company is aiming for 10,000 sites by 2030. Europe, Middle East and North Africa are all on the hit list.

In the months since his appointment, Leverton has been working on integrating the two businesses and looking for commonality across the company’s family of brands which includes Anytime Fitness, Orangetheory Fitness and The Bar Method.

The merger has doubled the size of the company’s IT budget, so more is being invested in data mining, AI tools and marketing. “We have 7,000 laboratories,” says Leverton. “Each one is doing business somewhat diﬀerently, so how can we take those best practices and apply them everywhere? As the franchisor we need to encourage brand new tests and thoughts, launch them and see if the members allow us to make them successful.”

TRIBUTE BRANDS

Jonathan Fisher has formed a new parent company, Tribute Brands to house the HIIT franchise, TRIB3, and the reformer franchise, PILAT3S. Both are oﬀered as standalone studios or as boutiques in gyms.

It has recently been announced that chair of Urban Gym Group, Jordy Kool,

has acquired the rights to expand both the franchises in the UAE, with the fi rst studios slated to open later this year.

PILAT3S is also heading to London, courtesy of Urban Gym Group, which is installing a studio at Gymbox Finsbury Park.

FIT HOUSE OF BRANDS

FIT House of Brands is another new umbrella company, unveiled in March at the Health and Fitness Association exhibition in March, to look after the three concepts F45 Training, FS8 and Vaura Pilates.

CEO of FIT, Tom Dowd, says this is a pivotal moment: “We’re not just evolving – we’re redefining ourselves as well as our brand story, enabling expansion to include new modalities, whether through acquisition or development.

“FIT House of Brands is leading the charge in holistic wellness by uniting F45 Training, FS8, Vaura Pilates – and our recovery services – under one powerful vision. This is about empowering communities worldwide to move better, feel stronger and live longer.”

With around 1,500 franchised studio locations in 55 countries, last year saw the launch of 75 new sites.

JETTS FITNESS

Jetts Fitness has signed a master franchise deal to take the Australian brand to India, with multiple locations planned across key cities. The company already has 250 global clubs with a strong

“BFT

(Body Fit Training) launched two UK locations in Scotland and greater London”

Mark King, Xponential Fitness

presence in New Zealand, Thailand, the UK and the Netherlands.

“India represents a tremendous opportunity for us. With increasing awareness of health and fitness, our model of convenience and accessibility aligns perfectly with the lifestyle of today’s consumers,” says Elaine Jobson, CEO of Jetts Fitness.

“Our master franchisee team – Nishant Singh, Ashish Malik, and Rahul Raghuvanshi – are seasoned industry leaders and have ambitious plans for expansion, as well as being committed to making high-quality fitness more accessible.”

Beyond India, the company is targeting key markets across the Americas, Europe, and Southeast Asia.

XPONENTIAL FITNESS

One of the leading global franchisors of health and fitness brands, with franchise and master franchise agreements in 49 US states and 27 other countries, Xponential Fitness is scaling back expansion in 2025 to 200-250 sites.

Last year 400 franchise licences were sold and 464 new studios were opened. Club Pilates came to London, as well as further sites in Spain, Germany, Portugal and France. BFT (Body Fit Training) launched two UK locations in Scotland and greater London and signed a master franchise for Scandinavia. The first Pure Barre opened in Mexico City under

Boutique X Fitness Studios, led by Enrique López. His team is already working with Xponential to bring StretchLab and Rumble to Mexico. A master franchise agreement has also been signed with Riser Fitness to launch at least 65 Club Pilates studios in Mexico over the next 10 years.

Rumble Boxing opened its first studio in Japan under Wellness X Asia, which introduced Club Pilates to the Japanese market in 2019 and now has 55 studios, as well as one CycleBar.

However, the company is still reporting losses and CEO Mark King, who took over in June 2024 following Anthony Geisler’s departure has announced his retirement.

CRUNCH FITNESS

Celebrating its 35th anniversary in 2024, US value franchisor, Crunch Fitness, is currently on a roll. Interviewed in HCM earlier this year, CEO, Jim Rowley, says he wants to make the brand a global household name.

Having recruited franchising heavyweights – John Kersh from Xponential, Molly Long from 7-Eleven and Chequan Lewis from Pizza Hut – the rollout is accelerating. There are now more than 500 sites and three million members. In April, TPG exited and Leonard Green and Partners took a majority interest.

“We expect to average 100 openings a year for the next five or so years. We’ll also enter several new international

Xponential franchise, BFT, is heading to Scandinavia

INDUSTRY INSIGHTS

markets in the next two years. We only really launched internationally this year, but once that gets up to speed, we’ll accelerate to 150–200 openings a year,” says Rowley.

Last year the rebrand, Crunch 3.0, was unveiled which includes the addition of hot studios and recovery areas.

PUREGYM

PureGym, which is the UK’s largest health and fitness company, Europe’s third largest and the market leader in Denmark, made a solid gain in the US market last year with the acquisition of 56 Blink Fitness gyms from Equinox.

Clive Chesser came on board as CEO last year and told HCM the company is actively expanding, both in the UK and internationally, looking at new markets and is open to any type of

model, including further franchising. The low cost, high value operator already has a franchise business in the Middle East which it is looking to expand.

“We’re currently opening more than a gym a week and the pipeline is strong for 2025 and into 2026. We’re looking at 70+ new openings in 2025 –50 in the UK, 10-12 in Switzerland and the rest elsewhere, including the US where we’re already looking for sites,” said Chesser.

“There’s also the opportunity to enter new international markets. There’s nothing imminent, but we are having some serious conversations. We’re not tied to any particular model and I’ve worked with a wide array during my career – corporate fully-managed, master franchises, master and sub-franchise, joint ventures – so we’ll explore all options.”

Xtreme Fitness Gyms is on a roll

XTREME FITNESS GYMS

Having hit the milestone of 100 gyms at the end of 2024, Polish franchisor, Xtreme Fitness Gyms, is aiming for 500 locations in the country in the next six years, as well as eyeing neighbouring countries.

Last year the mid-market franchisor opened 42 clubs, there are around 65 planned for this year and the team is planning to expand into neighbouring countries, either by direct franchising or master franchising. The company has also recently unveiled a standalone concept.

Speaking in HCM issue 4, CEO James Cotton, said: “We’re very much looking for speed. The fitness franchise market in Eastern Europe is wide open, so we’re looking to occupy that space. Over the next five to six years we see room for more than 500 clubs in Poland.”

Planet Fitness added 900,000 members in the first three months of the year

PHOTO: XTREME FITNESS

PLANET FITNESS

The US health and fitness giant, Planet Fitness, continues the fast pace of expansion and made its European debut last summer, in Barcelona. It ended Q1 2025 with approximately 20.6 million members, an increase of around 900,000 from the end of 2024.

CEO, Colleen Keating, said this healthy growth was achieved against “a backdrop of increasing volatility in the macro-economic environment.”

LIFT BRANDS

Lift Brands – parent company of Snap Fitness – reacquired the master franchise for the United Arab Emirates earlier this year. The London-based team, led by Kevin Yates, CEO of Lift Brands EMEA, is now looking to accelerate growth in the region.

“Reacquiring the master franchise for the UAE is a hugely exciting move for us,” said Yates. “The health and fitness club market in the UAE is projected to reach over US$5 billion by 2030 and by driving the Snap Fitness brand centrally, it will help us to capitalise on this.”

Last year saw Snap Fitness launch 16 EMEA gyms and reach the 100-location milestone across the UK and Ireland, with 11 new club openings. The membership base in this region grew by 21 per cent year-on-year.

In May, it announced the sale of 9Round Kickboxing Fitness to Striking Brands.

SEQUEL BRANDS

Anthony Geisler, the founder and former CEO of Xponential Fitness, burst back onto the scene in May 2025 with a new

company, largely funded by himself. Sequel Brands is the parent company of four concepts, each headed up by a former big hitter from Xponential.

The company has hit the ground running by acquiring businesses that already had operational sites, Geisler has said other category-defining concepts will be added.

Former Xponential president, Sarah Luna, is heading up the reformer Pilates brand, Pilates Addiction, which has its own proprietary equipment. The first site has launched in West Hollywood and 100 more are planned within 18 months.

The portfolio also includes stretching concept, iFlex Stretch Studios. Beem Light Sauna, which offers a range of light therapies paired with sauna experiences and Body20, a one to one strength training concept using electro-muscle stimulation suits. l

Pilates Addiction is part of Anthony Geisler’s new portfolio of franchises, Sequel Brands. The first site is in West Hollywood

Better TOGETHER

Last year numerous UK public sector organisations joined together to create an Active Wellbeing Service. Founding member, Martyn Allison, talks through the vision

The Active Wellbeing Service is built on the vision of the whole sport and physical activity sector collaborating to deliver a service that is universal and proportionate to need, helping everyone to get more active, with a special focus on helping the inactive make their first steps towards activity and with councils valuing public assets such as leisure centres, playing fields, parks and playgrounds as the underpinning infrastructure for building healthy places. Only by doing this will we narrow the gaps in activity and help tackle health inequalities. Once we protect this valuable infrastructure, we can use it to help the NHS deliver community health interventions closer to where people live.

A recent Sport England report estimated that community sport and physical activity generated £96.7 billion of annual social value for individuals through their participation and volunteering, including

Sport generates £8.6bn wellbeing value annually for children and young people

Organisations on board:

CIMSPA, the Local Government Association, Active Partnerships, Community Leisure UK, Chief Cultural and Leisure Association, Association for Public Service Excellence, District Councils Network and Sport England

£8.6 billion in wellbeing value for children and young people. Rather than talking about council subsidy of sport and leisure, we’re now talking about council investments that generate a social and economic return by creating good health and preventing individual poor health.

SOUND INVESTMENT

The same Sport England report estimated a further £10.5 billion in annual cost savings related to the secondary value of participation, including the positive impact on 17 diseases, such as coronary heart disease, stroke and Type 2 diabetes, as well as seven types of cancer, dementia, depression, hip fractures, back pain and mental illness.

Strong leadership is needed to bring about the Active Wellbeing Service

More than three million cases of non-communicable diseases, or chronic health conditions, were prevented, with the largest reductions being for depression, back pain and Type 2 diabetes.

Once a place-based model is embraced and the focus is on system change, the voluntary and community organisations working in our most deprived communities can be incorporated, along with grass root sport clubs, private gyms and active travel.

We are now in the midst of a major consultation on the UK government’s 10-year strategy for health, which is looking at reform of the NHS, strengthening the focus on prevention and devolving more services into community settings.

The current focus of an Active Wellbeing Service is to influence the policymaking

process and use case studies to build a network of people, applying the learning and replicating the good practice in their own places. There is still a way to go to achieve our ambitions of embedding the idea in the new health strategy and generating additional resources for the sector, but by replicating the case studies the sector could make a huge difference.

The vision of an Active Wellbeing Service makes sense, it’s also a huge challenge to deliver and will depend on both exceptional leadership and followership. It will require a commitment to collaboration across professional, organisational, financial and political boundaries and will depend on personal, organisational and system behavioural change.

It’s a big change but I believe our sector can do it. l

F**K THE HUSTLE

While feeling relaxed and joyful is way preferable to feeling stressed, most of us don’t live our lives in a way which cultivates those states. In fact we can experience guilt if life feels ‘unproductive’. Tim Jack Adams teaches us the importance of play

Mindfulness in the mangroves. Kingscliff, Australia

At GreenX7, we measure the wellbeing of our clients using an app that asks people to assess their levels of physical health, sleep, nutrition, mindset and purpose, fun, relationships and friendships.

Two areas are consistently low: sleep and even lower than sleep, fun. We’ve lost our understanding of the importance of fun and don’t appreciate how it’s intrinsically linked with mental and physical health.

With mental illness, loneliness, depression and suicide on the rise, we need these positive emotions to help balance out the negatives in our lives. Our bodies are designed to feel both pain and pleasure, then return to homeostasis – the balanced state. It’s very hard to stay in a depressed state when you’re filling your days with laughter and joy.

The fastest, easiest way to access joy and happiness is through play – what I define as purposeful, leisure-activating youthfulness. What constitutes play differs from person to person, unfortunately many people have lost touch with what they enjoy. We see this especially with mothers, but even

children are losing the ability to play: we’ve given them screens and over-scheduled their lives, so we can continue to hustle.

I recently asked a 12-year-old girl what she does for fun and she scoffed at me that she had no time for fun, before listing off everything she had to do: school, homework, piano recital, ballet…

OVER-ENGINEERED LIVES

We’ve structured our lives so much that we have zero free time for boredom, which is when imagination and flow can come in. We’re simply not allowing ourselves the time and space to experience positive emotions.

Research tells us that it’s the warmth of relationships that give us life’s greatest satisfactions, however, we spend a mere three hours a week nurturing them. In contrast, we spend an average of 43 hours of our downtime each week on screens. We also spend less time outdoors than inmates in a maximum security prison – in Australia we’re averaging about 10 minutes a day. The

rest of the Western world is the same and – sadly – even the east is catching up. Technology and smartphones are stopping us from living our lives and turning us into spectators. We get caught up in this machine that’s making us spend more money. Our smartphones are also impacting our self-worth and self-love, especially Gen Z. Looking at phones while having a conversation makes the other person feel unvalued and unvalidated, which subconsciously leads to feelings of unworthiness and this then has an impact on people’s ability to look after themselves.

What is play?

Purposeful – Living a life with intention by being present

Leisure – Finding balance and enjoyment in life

Activating – Moving from thought to action and building positive habits

Youthfulness – Staying curious, open and playful. Choosing a life of vitality

Tim Jack Adams

GreenX7 uses nature to connect people back to themselves and others

PHOTO: GREENX7

“If you’re depressed you’re living in the past. If you’re anxious you’re living in the future. If you’re at peace you’re living in the present”

Lao Tzu

PLAY IS THE ANTIDOTE

The answer is easy – allow more time to play, especially with the people you love. When we take our clients through a purpose exercise, they resoundingly say they want to spend time with the people they love, doing the things they love. Most of those things don’t cost money. Many of the things we hustle for aren’t actually the things that we really, truly enjoy the most. Allowing the fun back in requires intention: getting out of our heads and into our hearts, remembering what used to bring us joy, happiness and laughter and bringing that back into our daily lives by creating habits.

MAKE A LIST

Once we’ve worked with our clients to identify what makes them happy, we get them to make a list of what they would do with 30 minutes of free time, then two hours, half a day and a full day. Then we get them to map out their week, incorporating those activities. We encourage them to keep their list to hand so they can choose an activity when they have free time –anything to stop them reaching for their phone when they have a spare minute. To make the play habit, you have to make space on the calendar.

Appreciating what you have is a key to framing success

The story of the businessman and the fisherman

This story highlights the importance of recognising what truly brings happiness and fulfillment in life. It questions the endless pursuit of wealth and success when one might already have everything they need to be happy. The story encourages mindfulness, gratitude and living in the moment.

A successful businessman was taking a holiday in a small coastal village. While walking along the beach, he saw a fisherman sitting by his boat, relaxing and enjoying the warm sun.

“Why aren’t you out fishing?” asked the businessman.

“I’ve already caught enough fish for today,” replied the fisherman.

“Why don’t you catch more fish than you need?”

“What would I do with them?”

“You could sell them and make more money. Then you could buy a bigger boat, catch even more fish and earn even more money.

Eventually, you could build a fleet of fishing boats, open a fish-processing plant and sell to global markets. You could become a wealthy man.”

“And then what?”

“Then you could retire, move to a small coastal village, spend your days fishing, relaxing with your family and enjoying life.”

“That’s what I’m doing right now.”

Help your clients cultivate joy

By highlighting the health benefits, you give them permission to have guilt-free fun.

If they spend half their weekly screen time (20 hours) reconnecting to themselves by doing things they love, with people they love, they’ll feel more joy and happiness and their health and longevity will improve.

Encourage them to write a list of the things they enjoy which take different amounts of time and build these into their calendar.

Group exercise can create a sense of belonging, especially when play is injected into the experience and there is some social time after.

The rise of padel is a powerful trend. Mayo Clinic research shows playing racquet sports regularly can add 7.5 years to your life. It’s a full-body workout, highly social, builds coordination, and improves dynamic movement.

Spend more time outdoors –even if it’s a few minutes standing barefoot or eating lunch in the park – but ideally working towards regular outdoors exercise.

Differentiate between healthy and unhealthy play – addictive behaviour, such as using alcohol and drugs and gambling. Using these behaviours for dopamine hits because the rest of the life is hustle creates an imbalance in our body – addiction – which can lead to depression and in extreme cases, suicide.

“We’re so busy watching out for what’s just ahead, we don’t take time to simply enjoy where we are”

Bill Watterson

Play has so many health benefits and once you start the benefits compound. It often involves movement, which leads to better sleep. When you’re doing things you enjoy and looking after your body, you tend to eat more nutritional food. When you move more and eat and sleep better, your mental health and attitude improves, which boosts your friendships and relationships, and health and wellbeing goes up whenever you have a positive human connection.

LIVE SO YOU CAN BUY TIME

One of the best pieces of advice I have ever received was from a successful entrepreneur when the 2008 global financial crisis hit. Many people were losing their fortunes and family, but he didn’t. His advice was to live well within your means. Buy things you can easily afford because this allows you to buy time and enjoy the things that are important to you. It also allows you to ride out the storm.

Over the years I’ve realised happiness comes from creating a life that supports you and not one you have to constantly support. Fill up your calendar first with the things that bring you joy and build your health and happiness.

The number one regret of the dying is “I wish I lived a life true to myself and not the one others expect of me.” So f**k the hustle and live life on your own terms l

PHOTO: SIX SENSES

Tim Jack Adams is the founder of GreenX7, based in Kingscliff, Australia, whose mission is to measure and improve wellbeing through reconnecting people to themselves and others through nature. Experiences are designed around movement, environment, earthing, time, connection, breath and reflection. Clients include Six Senses, the Australian Defence Force, schools, businesses, tourism, health, education and corporates.

IN PRACTICE PLAY

Happiness ﬂ ourishes in calm, so it’s important to take the time to rest

“Happiness is associated with longer life expectancy and better overall health outcomes.”

Dr Jason Culp

Chiva-Som:

Research and development director

Joy, happiness and laughter form the foundation of a fulfilling life. These emotions elevate our mood, enhance our relationships, increase our resilience and help us to navigate life’s challenges with optimism. They also act as natural antidotes to stress: studies have shown that positive emotions lower cortisol levels, improve immune function and reduce the risk of heart disease. Research from prestigious health institutions suggests that laughter can also relax muscles, improve circulation and alleviate pain. Happiness is even associated with longer life expectancy and better overall health outcomes.

The hustle culture prioritises productivity over presence, often leaving little room for joy and laughter. While many of my clients understand the importance of joy and happiness in theory, they often underestimate their impact on

health and wellbeing. Constantly striving for success can lead to chronic stress, burnout and a sense of disconnection from what truly matters. Many people feel guilty for prioritising happiness over work, further compounding the problem. I work with clients to develop practices that help them reconnect with joy and laughter: reserving time for activities that genuinely delight them; finding moments for play and creativity in their daily lives; prioritising relationships that bring them happiness, and developing mindfulness exercises, such as gratitude journaling, which rewires the brain to focus on positivity.

Happiness fl ourishes in moments of calm and presence, so it’s important to give ourselves permission to rest and recharge. Simply helping clients reframe their mindset from “I need to achieve” to “I want to enjoy” can make a profound diﬀerence to their wellbeing.

PHOTO: CHIVA SOM, HUA HIN

PHOTO: CHIVASOM/DJ.KLANG

The power of joy, happiness, and laughter isn't just about feeling good – it's about living fully. When we laugh our bodies release endorphins and decrease stress hormones like cortisol. This natural happiness cocktail boosts our immune system, reduces pain, helps protect our hearts and can reshape our brain chemistry, enhancing our resilience and creativity.

At Six Senses, we weave joy and meaning into everything we do. Whether it's through gratitude practices, fi re ceremonies, nature connections, or creative activities, such as art and crafts, we create spaces for genuine human connection and playful discovery.

For those looking to invite more joy and happiness into their lives, I'd suggest starting small. Practice gratitude daily, even for the tiniest things. Connect with nature regularly – it's amazing how a simple walk can shift your perspective. Find activities that bring you into a state of fl ow, where time seems to disappear. Most importantly, remember that it's okay not

“The real magic happens when we stop chasing happiness as an end goal and start cultivating joy as a way of being.”

Anna Bjurstam

Six Senses: wellness pioneer

to be happy all the time. True contentment comes from accepting all of life's experiences, both the highs and the lows.

The real magic happens when we stop chasing happiness as an end goal and start cultivating joy as a way of being. It's about finding meaning in our connections, purpose in our actions, and delight in life's little surprises. After all, as we often see at Six Senses, the most profound moments of joy often come when we least expect them – they’re the natural result of living authentically and staying curious about life’s endless possibilities.

PHOTO:

Anna Bjurstam will be a keynote speaker at the HCM Summit on 23 October 2025

Mindfully spending time in nature is a wonderful way of cultivating joy

Six Senses organises fire ceremonies for connection and discovery

Making time for arts and crafts can shift the dial on mindset and stress levels

RESEARCH

HANDBOOK 202 5 – 202 6

RESEARCH ROUND-UP

Global Growth p90

New Heights .

Milestone Moment p198

Latin Lives p102

Tech First p106

Tracking Upwards

Joined-Up Approach p112

Switching Oﬀ Ageing

Fresh Take on Alzheimer’s

Tackling Dementia

Forward

Cardio

Facts About Fat

GROWTH GLOBAL

The Health and Fitness Association’s latest HFA Global Report showed an industry resilient in the face of macro-economic challenges

OIn three years, pickleball participation rose by 224 per cent in the US

ne positive to come out of the pandemic was the consumer recognising the value of health and the perception of fi tness changing from a leisure activity to a necessary, preventative health activity. Of those health club operators surveyed across 19 countries for the 112-page HFA Global Report , 86.8 per cent expected membership to increase and 92.6 per cent predicted revenue growth. Despite this there are still many challenges: according to the World Health Organization. One-third of adults worldwide didn’t meet the recommended physical activity levels in 2022 and this number is projected to rise. Obesity and mental illness are also increasing. Weight loss drugs are one of the most discussed trends; franchising is continuing to grow worldwide; AI is being embraced to aid personalisation, expand the market and reduce costs and inclusivity is another

Anytime

Fitness is growing its presence in Europe

talking point, with diversity in employment and membership presenting challenges.

Pickleball participation in the US has increased by 224 per cent over the last three years and is also growing quickly in China, Australia and Europe. Fitness facilities are increasingly converting spaces devoted to other racquet sports into pickleball courts. Working spaces within gyms are also tipped as a burgeoning trend, with Life Time in the US and Wello Works in Australia active in this area.

PENETRATION RATES

A number of countries reported record penetration rates in 2023: the US (23.7 per cent,). Germany (13.4 per cent), Spain (11.9 per cent), Switzerland (14.9,) Portugal (6.9 per cent) and Japan (4.5 per cent). The UK also posted all time highs in memberships and penetration (15.9 per cent.) Further to this, a recently released update from the HFA puts gym usage among both members and non-members in the US at a record breaking 31 per cent.

“Almost 40 per cent of the 25 club companies with the most members are based in Europe”

There is growth potential in Mexico (5.6 per cent), India (0.7 per cent) and Saudi Arabia (5.9 per cent), while Eastern Europe has an average of 8.4 per cent penetration. By the end of 2023, Europe had almost 65,000 fi tness clubs, with annual revenue at US$34.42 billion and all three indicators surpassing pre-pandemic levels.

EUROPE

Europe is home to many global leaders: almost 40 per cent of the 25 club companies with the most memberships are based on the Continent.

While Europe is dominated by homegrown players, among the fi rms based outside the region Anytime Fitness has the largest presence, with almost 400 sites. The European fi tness market is

RESEARCH

resilient, with performance approaching or surpassing pre-pandemic levels.

In the UK, fi tness sites were up by 0.2 per cent on 2023 levels; membership was the highest it’s ever been at 10.7 million, ditto market value which is 9.7 per cent higher than 2023 at £5.9 billion. The increased value is attributed to premiumisation and there’s a buzz of positivity across the sector.

LATIN AMERICA

Latin America’s market is fragmented and oﬀers untapped potential. HFA predicts further growth and development in this region due to data showing solid demand.

Smart Fit is the largest operator, with 1,438 units. It saw a 44 per cent growth in revenue from 2022 to 2023, and with 4.5 million members it ranks fourth globally in membership and seventh largest by sites.

Local players dominate this market, with some US franchises – Anytime Fitness, Planet Fitness and Orangetheory – each having a small presence.

THE MIDDLE EAST

The Middle East oﬀers signifi cant tailwinds as a result of the high-growth economies. Saudi Arabia is the largest economy in the GCC with independent chains making up 74 per cent of the market. Womenonly gyms are an important segment.

Leejam / Fitness Time is the market leader in the Middle East, with more than 200 sites. In 2023 it ranked among the top 25 operators globally in terms of revenue at US$353 million.

Other Middle Eastern operators include GymNation (33 locations and 110,000 members), the Sports Club Company (55 units, 112,000 members), Kun Sports (50 units, 44,000 members) and Armah Sports Company (12 sites, 13,000 members).

Around the world

Gen Zers are ﬂ ocking to the gym

“The US ﬁtness industry is responsible for US$22.4 billion of economic activity”

PureGym extended its foothold in the US market in 2024

Anytime Fitness, Fitness First Middle East and PureGym each have a growing presence in the region.

NORTH AMERICA

The US fi tness industry is responsible for US$22.4 billion of economic activity and supports 432,942 direct jobs. Membership in 2023 was 72.9 million: a 13.5 per cent increase from 2019. Looking ahead, key themes are likely to be strategic consolidation; rethinking the US$10 per month high value, low cost membership; the convergence of preventative wellness and fi tness; the emergence of gyms as social hubs and wellness centres; the potential passing of the Personal Health Investment Today Act and the eﬀects of GLP-1 on fi tness. Canada has been slower to recover from the pandemic, with the penetration

rate at 11 per cent, down from 16 per cent pre-pandemic. However, Gen Z are fl ocking to the gym and active ageing has exploded, so there is the expectation that 2024 will have seen a bounce back.

AUSTRALIA

Despite a tightening economy, record numbers of people are joining gyms for social and motivational reasons. Increased media coverage about the benefi ts of exercise for physical and mental health conditions is helping to drive this, with many new joiners being female and older clients. Pilates and strength training are the fastest growing modalities. AusActive predicts a rise in more specialised and functional gyms going forward. ●

The report is available to buy from the HFA website at US$399 www.healthandfi tness.org

The biggest US players

Planet Fitness: 18.7 members and 2,575 locations

Anytime Fitness: 4.2 million members and 5,267 locations

Crunch Holdings: 2.6 million members and 458 locations.

Life Time generated US$2.22 billion in revenue in 2023, making it number one globally for revenues. It had 1.5 million members and 171 sites.

Europe’s biggest players

RSG Group: more than fi ve million members and third largest globally.

Basic-Fit: 3.8 million and sixth largest in the world, also the largest in Europe with 1,402 sites.

PureGym: 1.9 million, also 10th largest in the world and second largest in Europe with 573 sites.

Virgin Active: more than one million members & number 13 in the world.

Fitness Park Group has one million members and is 14th largest with 282 clubs.

NEW HEIGHTS

EuropeActive and Deloitte’s 2025 European Health & Fitness Market Report shows a buoyant and expanding market. Karsten Hollasch and Steffen Gausselmann sum up the key findings of this gold standard research, which is now in its 12th year

Memberships of health clubs across Europe have surpassed 70 million

The strong growth trend in the European fitness and health market continued last year. Membership numbers and revenues developed positively, setting a new industry benchmark.

In 2024, European health and fitness operators generated €36 billion in revenue, an increase of approximately 10 per cent on 2023. This was mainly driven by a combination of additional price increases, which were implemented in response to ongoing inflationary pressures, along with expansion and a significant rise in memberships.

By the end of last year, the European fitness market had grown to more than 64,000 clubs (an increase of around 2 per cent), serving around 71.6 million members (up 6 per cent). This upward trend is also evident in the positive business climate among European operators. In January 2025, 80 per cent of all European operators surveyed for this report rated their current business situation as good – a 20 per cent increase from January 2023.

Additional penetration for the overall market through intermediaries can be anticipated. In Germany, intermediaries such as EGYM Wellpass, Urban Sports Club and Wellhub provide more than 1.2 million members with access to physical activity, adding roughly 10 per cent more users to the market.

The top 20 fitness operators collectively generated €7.4 billion in revenue in 2024, marking a 15 per cent increase. In terms of memberships, Basic-Fit leads the ranking with almost 4.3 million members, followed by PureGym (around two million) and RSG Group (around 1.8 million). Together, these three operators account for more than 40 per cent of the top 20’s total membership.

“In 2024, European health and fitness operators generated €36 billion in revenue”

By the end of the year, these leading operators had 18.8 million members, an 8 per cent increase compared to 2023. Their combined network of clubs also grew by 9 per cent, reaching 6,851 locations. Overall, the Top 20 operators either matched, or outperformed, the broader European market across all three mentioned KPIs.

BEHAVIOUR AND WELLBEING

A chapter is dedicated to the fourth edition of EuropeActive’s Fitness Consumer Survey, which questioned almost 13,000 people in 19 countries in January 2025. This offers key insights into consumer behaviour and emerging trends, notably, the enduring trend of hybrid fitness with people using home, outdoor and health club settings to work out.

While participation in home and outdoor fitness among regular fitness practitioners has decreased by 2 and 5 percentage points respectively, club-based exercise has seen a 2 per cent increase compared to the previous year. This shift reflects

the post-pandemic return to fitness clubs as the preferred workout environment.

Analogously to last year, the most important factors when choosing a health club are the hard facts, such as location and price, followed by value for money, opening hours and quality of equipment. Social factors, such as community, referrals and the club’s environmental or social sustainability, play a secondary role in decision-making. Among the hard factors, location ranked first this year, ahead of price. This reverses last year’s order, suggesting consumers feel inflationary pressures are easing, or they have become accustomed to them.

When it comes to consumers’ wellbeing, regular fitness practitioners are more likely to experience a higher level of physical and emotional wellbeing compared to those without a regular fitness routine. A greater proportion of respondents without a regular fitness routine also indicated a strong desire for improvement regarding different physical and emotional wellbeing components. For example, the share of regular fitness practitioners who consider themselves in very good physical health is about 30 per cent higher than those without a regular fitness routine. Conversely, the share of individuals who don’t exercise regularly and feel the need to improve their physical health is about 21 per cent higher than among those who exercise at least once a week.

MERGERS AND ACQUISITIONS

During 2024, there were 30 M&A deals –with a minimum of four clubs and at least 50 per cent of the target’s shares – across Europe’s health and fitness club sector, resulting in the transfer of 669 clubs. This surpassed the five-year average of 18 deals, marking a record number

“A clear trend towards greater health awareness within the population can be observed”

Operators and consumers are taking a more holistic approach to wellbeing

of M&A transactions in one year. Several companies completed multiple transactions: VivaGym Group (five), Benefit Systems (three), LifeFit Group (three) and Nordic Wellness (two). The three largest deals by club volume included the acquisition of Germany’s LifeFit Group (140 clubs) by financial investor Waterland Private Equity, the sale of VivaGym Group (104 clubs) to Providence Equity Partners, and the acquisition of Altafit (70 clubs in Spain) by VivaGym Group.

KEY TAKEAWAYS

The health and fitness club sector has continued its growth, surpassing the 70 million membership mark across Europe, with the volume and quantity of M&A deals reaching its highest annual number yet. A clear trend towards greater health awareness within the population can be observed, with an increasing importance of the fitness industry for physical and also mental health and wellbeing.

As a result, many chains are broadening their services to incorporate wellbeing options, reflecting a shift towards a more holistic approach to fitness.

With the market’s steady expansion and its shifting focus towards the consumers’ overall wellbeing, EuropeActive remains committed to its goal of reaching 100 million members across the sector by 2030. l

About the authors

Karsten Hollasch is partner, EMEA private equity leader and Steffen Gausselmann is senior manager, Sports Business Group at Deloitte Germany

Get the report

The 150 page report can be ordered at: www.hcmmag.com/EHRMR2025

MILESTONE MOMENT

It was a cause for celebration that the first UK Active insight report on the UK health and fitness industry was released recently. Better still, the findings were positive. Kath Hudson gives an overview of key findings

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 on 3 April 2025, 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. The findings have also been fed into the annual European Health & Fitness Market Report by EuropeActive and Deloitte.

Huw Edwards, CEO of UK Active, said: “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. 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 FINDINGS

More than 600 million visits were recorded to health clubs in 2024 and 11.5 million people over the age of 16 have a membership to the UK’s 5,607 clubs.

Overall revenue in 2024 was £5.7 billion – up from £5.2 billion in 2023 – 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.

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 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.

Improving strength and fitness is the main reason for joining a gym, cited by 83 per cent

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 was also rated highly at 75 per cent.

THE 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 as part of their growth strategy.

THE CHALLENGES

People who have never been a member of a health and fitness club are more likely to be inactive than members or lapsed members. Those with lower socio-economic status also 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).

The Gym Group has worked with a design agency to create an appealing look for Gen Z

PHOTO: THE GYM GROUP

PureGym’s acquisition of Blink Fitness was 2024’s largest M&A deal

Cost is still the biggest barrier for nonmembers when it comes to joining a health club (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); with lack of interest (48 per cent); feeling uncomfortable within the environment (47 per cent) and lacking confidence (44 per cent) being the other major impediments.

People with health conditions have more intrinsic challenges 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 create programmes and initiatives to deliver more opportunities for participation.

THE OPPORTUNITIES

These include working towards further collaboration with healthcare providers, especially around areas such as 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 greater range of fitness

goals and preferences, combined with a welcoming and supportive community environment to encourage retention.

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. l

l The UK Health and Fitness Market Report will be produced annually by UK Active and Deloitte, with quarterly insights released and a benchmarking dashboard available for participating operators. The report is available now from UK Active at: www.hcmmag.com/UKHFMR2025

LATIN LIVES

Research from the Health and Fitness Association shows that Latin America is a vibrant market, with increasing gym usage and further interest among current non-users

Around 70 per cent of active consumers in Latin America belong to a health club

Young and affluent consumers are leading gym usage in Latin America, according to research conducted for the Health and Fitness Association and there are further opportunities to engage lapsed and never-members in this dynamic market.

Seventy eight per cent of Latin Americans in major metropolitan areas in Brazil, Mexico, Argentina, Colombia, Peru and Chile exercise several times a month, including 61 per cent who exercise multiple times weekly, according to the The 2024 Latin America Consumer Survey Commissioned by the Health & Fitness Association and ABC Fitness, the report surveyed 3,700 adults from the largest metropolitan areas of Brazil, Mexico, Argentina, Colombia, Peru and Chile.

This is a dynamic market and in order to succeed, fitness businesses must develop a deep understanding of local consumer behaviours and preferences; offer holistic programmes and consider investing in equipment and space for outdoor activities.

KEY TRENDS

When averaged out across all markets, strength training came second at 32.1 per cent, although it was less popular in Columbia and Peru.

People are exercising for both their physical and mental wellbeing. General physical wellbeing was the most common at 52.3 per cent; followed by stress reduction at 37.5 per cent; disease prevention at 34.9 per cent; increased energy at 27.9 per cent and healthy ageing at 26.3 per cent.

GYM USAGE

69 per cent

of active consumers belong to a fitness facility

Across all six countries, outdoor activities – such as cycling, running or swimming –were overwhelmingly the most popular at 42.8 per cent. The most common reason given for exercising outdoors was that it improved mental clarity and increased energy and engagement (52.5 per cent).

Barriers to using a fitness facility include cost – 15.3 per cent said they preferred not to pay for a membership – and access to convenient facilities, with 11 per cent of the sample saying they don’t have any fitness facilities nearby. Encouragingly, 69 per cent of active consumers belong to a health and fitness facility, with members skewing younger and more affluent. Seventy two per cent use fitness facilities or trainers a few times monthly, while 54 per cent do so multiple times weekly. Only 21.7 per cent said they rarely or never exercise.

EXPANDING THE MARKET

Among the cohort who don’t use fitness facilities, many showed an interest in joining at some point. Of those who’ve never been members, 53 per cent say they’re likely to join a club in the next 12 months.

RESEARCH

Two-thirds of current non-members have previously been a member of a gym, and the most common reasons for leaving were cost, time and relocation.

To broaden the market, the report recommends providing flexible pricing and time-efficient offerings to tempt back lapsed members and conduct targeted outreach and introductory offers to attract the 53 per cent of never members who are thinking about joining.

Holistic programmes that incorporate mental health and stress management are needed, as well as high quality equipment and convenient locations. l

Health club membership in Latin America is skewing towards younger, more affluent consumers

offerings, such as run clubs, can tempt back lapsed members

Time-efficient

Wearable

tech, mobile exercise and exercise for older adults topped the leader board of the ACSM 2025 fitness trends survey. We take a look at the key findings

TECH FIRST

Wearable tech has been top of the ACSM trends table every year since 2016, apart from 2018 and 2021, when it remained in the top three. It reflects the way that this segment is evolving with functionality to give more information, such as stress levels through heart rate variability. The latest Oura ring measures 40 activities, including stress, while Whoop can now measure blood pressure around the clock.

The ACSM report’s co-author, A’Naja Newsome, says digital technologies are becoming critical to the design, delivery and

evaluation of health and fi tness services, saying: “Wearable devices, mobile apps and data-driven training methods will create avenues for reaching new cohorts and elevating fi tness experiences. The exercise professional will need to be innovative in their approach to using technology, while increasing client adherence and autonomy.”

The category for mobile exercise apps has risen quickly through the ranks, after coming in at number 20 two years ago. In 2023 there were 850 million fi tness app downloads by almost 370 million users.

Refl ecting the current focus on longevity, fi tness programmes for older adults came in third for the second year running. ACSM

spokesperson, Christian Thompson, pointed out it’s important not to have a one size fi ts all approach to older adults’ exercise programming, as fi tness levels in this demographic are highly varied. Exercise for weight loss was number four, followed by traditional strength training at number fi ve. “Strength training programming continues to be a mainstay in the fi tness industry worldwide. As consumers are focused on longevity, maintaining physical function and moving with vigour helps maintain quality of life,” says ACSM’s Rachelle Reed. HIIT came in at six, followed by datadriven training technology at seven,

Strength training programming continues to be a mainstay in the ﬁtness industry

showing the consumer appetite for instant feedback and individualised programming.

Exercise for mental health is number eight. Reed says: “As clients seek solutions to manage stress, reduce symptoms of anxiety, and sleep better, exercise may be increasingly part of a more holistic approach to supporting mental health.”

Functional fi tness training is number nine. Health/wellness coaching is tenth , refl ecting the move towards taking a whole-person approach to health, working on the mindset and behaviours.

New trends for this year are hot and cold therapies , in at number 20 and exercise in cancer treatment (29).

Infl uence/ambassador-led fi tness programmes – online content from social media infl uencers – has debuted at 12.

At number 19, lifestyle medicine shows the increasing awareness of managing chronic illness via a multi-pronged approach including physical activity, whole-foods, plant-based nutrition, restorative sleep, stress reduction, avoiding risky substance use and improving social wellbeing.

Worksite health promotion was the number two trend in 2024, but fell out of the top 20 for 2025, which is attributed to the changing landscape of hybrid and remote working. It could mean employers increasingly using digital technologies. ●

Wearable tech

Mobile exercise apps

Fitness for older adults

Exercise for weight loss

Strength training

HIIT

Data-driven training tech

Exercise for mental health

Functional fitness

Health/wellness coaching

Athletic development

Influencer programmes

Outdoor fitness

On-demand classes

Professional certification

Personal training

Exercise is medicine

Bodyweight training

Lifestyle medicine

Hot and cold therapies

TRACKING UPWARDS

The Net Promotor Score at England’s public leisure centres has risen significantly. Active Insight’s Julie Allen reports on how this uptick has been driven by a renewed emphasis on customer experience

Public sector operators such as Everyone Active are raising the game

According to the Moving Communities’ 2024 Customer Experience Survey, England’s leisure centre operators have taken on board the importance of providing top quality service and investing in the customer experience to retain members. While research showed the Net Promoter Score (NPS) increased during the pandemic – thanks to changes in booking and upgraded cleaning regimes – a year or two afterwards the score started to drop, driven partly by a reduction in staffing levels and cleaning standards.

So it’s heartening to see that in 2024, NPS is on the rise again – up 10 points compared with 2023.

While some of this uplift can be attributed to a postCOVID stabilisation, it also represents a significant enhancement in member satisfaction and loyalty, driven by several key factors.

A DATA-DRIVEN APPROACH

Our research highlights that one factor contributing to this NPS growth is the renewed investment in customer experience training. As local authorities and community-owned facilities strive to attract and retain members, they’re increasingly recognising the importance of providing exceptional service.

Consumers are looking for unique experiences beyond the traditional gym routine

By prioritising staff training to enhance interpersonal skills and engagement, these centres are cultivating a welcoming and supportive environment that elevates satisfaction.

Many operators are also adopting a data-driven approach to understand their members better. Public sector leisure centres are increasingly analysing feedback and utilising various relevant metrics to identify specific areas for improvement, such as facility cleanliness, equipment availability and the quality of classes.

The changing landscape of consumer preferences is also playing a significant role in this positive trend. The rise of

Julie Allen

RESEARCH

alternative fitness options, such as open water swimming – which we’ve recently researched (see left) and outdoor fitness classes, reflects a growing desire for varied and inclusive health activities. Many consumers are seeking unique experiences rather than sticking with traditional gym routines. Operators who expand their offerings to include these alternatives are likely to engage a broader audience and further increase satisfaction and loyalty.

MEDICAL SUPPORT

Notably, our insights indicate that patrons who regularly engage with public leisure centres are more likely to view them as sources of medical support, using facilities for physical activity as preventative health measures, rather than relying solely on traditional healthcare routes. This emerging trend highlights a vital opportunity for public sector leisure centres to position themselves at the intersection of health and fitness, serving as key facilitators for community wellbeing. In conclusion, the upward trend in the NPS of the UK’s health and fitness sectors, especially within public leisure centres, underscores the need for operators to prioritise the design and delivery of highquality customer experiences, as well as measure the experience and use the data for actionable insights. By understanding their members’ needs and adapting accordingly, these centres will be able to sustain this positive momentum in NPS as well as contribute to the broader aim of increasing community engagement in physical activity across the UK. l

Julie Allen is a director at Active Insight which specialises in customer experience insight, providing operators with tools to understand and enhance the customer journey. www.active-insight.org

CASE STUDY: OPEN WATER SWIMMING

Active Insight recently undertook research – using its online Customer Insight Panel of more than 62,000 consumers – looking specifically at what was attracting people to open water swimming.

Open water: pros

43 per cent find it fun

38 per cent see the positive health benefits

37 per cent feel connected to nature

Open water: cons

35 per cent think it’s too cold

31 per cent aren’t interested

31 per cent don’t like the pollution levels

28 per cent aren’t strong swimmers

Active Insight researched open water swimming when investigating consumer preferences

PHOTO: SPORTS ENGLAND

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JOINED-UP APPROACH

Simply co-locating healthcare and fitness services together in wellbeing hubs is not su cient to drive up physical activity levels, says Dr Natalie Grinvalds. Her research has shown that collaboration and integration are needed

Co-located environments can be eﬀective in promoting physical activity by providing a single point of access and a seamless transition between health and leisure, normalising physical activity by making it visible.

For healthcare and exercise professionals, it also makes it easier to promote physical activity and breaks down the barriers for those who feel they do not belong in a gym or leisure centre. For those with longterm health conditions who may be fearful about exercising, the co-location model, with on-hand clinicians, can feel more safe than a leisure centre.

However, although the environments may be seamless, the experience tends to be less so, because of a disconnect between the two sides and fully leveraging the co-location model calls for closer collaboration between the fitness and healthcare professionals.

Co-located facilities require collaboration to leverage the opportunity

PHOTO:

Dr Natalie Grinvalds

Architects need to design spaces with a single point of access

EDUCATION AND OPPORTUNITIES

Making the most of the opportunity which co-location hubs present is a multifacted approach that involves buy-in from service commissioners, healthcare and fitness professionals, architects and planners.

Architects need to design spaces with a single point of access, a centralised reception and a seamless journey flow between healthcare and leisure services that facilitates easy observation of physical activity opportunities. Spaces for healthcare professionals and exercise professionals to eat, share stories and build relationships would improve integration.

From the fitness professionals’ side, offering some free or discounted physical activity opportunities to patients attending clinical appointments and timing them to coincide with their appointments could also help this cohort to take the leap into a more active lifestyle.

Educating healthcare professionals about successful experiences of working with patients with long-term conditions can give them the confidence they need to make a safe recommendation.

Allowing healthcare professionals to use facilities themselves can also lead to them becoming stronger advocates.

Finally, working with healthcare service providers and commissioners to align business models – such as organisational objectives, IT systems and performance metrics – improves integration and, in turn, the effectiveness of the model.

CALL FOR INTEGRATION

Overall, my research found that colocating healthcare services with leisure facilities holds great potential to promote physical activity to a new cohort.

With the right conditions in place, this model has the potential to improve the health outcomes of individuals with

chronic conditions, while also creating a more integrated and accessible healthcare system that encourages active lifestyles and offers a novel and promising approach to encouraging physical activity as both a prevention and treatment for non-communicable diseases.

However, the co-location model requires careful planning and implementation to overcome the challenges and maximise the potential. It’s not merely about creating adjacent facilities, but an opportunity to consider how the interaction of these spaces and cultures can become more than the sum of their parts in terms of how they promote physical activity. l

Dr Natalie Grinvalds: doctoral research explored how, why, for whom and under what circumstances co-locating healthcare with leisure services works (or does not) to promote physical activity, particularly for individuals with long term conditions

BODY OF WORK

HCM

rounds up the latest global scientific studies impacting the sector

Ideally people should do both Kundalini yoga and memory training, because they impact different parts of the brain and have different health effects

Memory Matters

Research from UCLA Health looked at the impact of Kundalini yoga on memory and found a significant impact

Astudy by UCLA Health found Kundalini yoga provides benefi ts to cognition and memory for older women at risk of developing Alzheimer’s. Benefi ts include restoring neural pathways, preventing brain matter decline and reversing age- and infl ammationassociated biomarkers – improvements not seen in a group who received standard memory training exercises.

Led by Dr Helen Lavretsky, the study sought to determine whether Kundalini yoga can prevent cognitive decline and trajectories of Alzheimer’s in post-menopausal women.

The research involved 60 women aged 50 and over with self-reported memory issues and cerebrovascular risk factors.

They were divided into two groups: one participated in weekly 60-minute Kundalini yoga sessions that focused on meditation and breathwork. The other underwent weekly memory enhancement training over a period of 12 weeks. Both groups also received daily homework assignments.

Researchers assessed the women’s cognition, subjective memory, depression and anxiety after the fi rst 12 weeks and again 12 weeks later to determine how stable any improvements were.

STOP BRAIN MATTER DECLINE

Blood samples were also taken to test for gene expression of ageing markers and for molecules associated with infl ammation, which are contributing factors to Alzheimer’s.

Researchers found yoga group participants saw improvements not experienced by the memory training group. These included the prevention of brain matter decline and significant reductions in memory complaints.

“Ideally, people should do both Kundalini yoga and memory training, because they impact different parts of the brain and have different health effects,” said Lavretsky.

More: www.hcmmag.com/Kundalini

Switching off the gene could delay many of the issues that come with ageing, including vision, hearing, hair and muscle loss

Switching off Ageing

People could live up to 25 per cent longer, in better health, if a redundant gene is switched off

Research from Imperial College London indicates that switching oﬀ a certain protein could lead to people living up to 25 per cent longer and in better health.

In 2017, Imperial College discovered that the protein interleukin 11 (IL-11) plays a key role in the scarring process which causes heart, kidney and liver failure, so inhibiting the gene can prevent fibrosis – the build-up

of excessive connective tissue in organs –which contributes to organ failure. Further research has shown that switching oﬀ the gene could have more farreaching health benefi ts and the potential to delay many of the issues that come with ageing, including the loss of vision, hearing, hair and muscle, as well as improving lung function and metabolism, reducing the incidences of cancer and signifi cantly adding to healthy lifespan.

INCREASING HEALTHSPAN AND LIFESPAN

Research leader, Professor Stuart Cook, from the Medical Research Council Laboratory of Medical Science, Imperial College says: “These findings are very exciting. Previously proposed life-extending drugs and treatments have either had poor side-eﬀect profiles, or don’t work in both sexes, or could extend life, but not healthy life. However this does not appear to be the case for IL-11.”

Interleukins are involved in relaying signals between the cells and help regulate cell growth, diﬀerentiation and movement. They’re important for immune responses, infl ammation and fibrosis. However, IL-11 is believed to be an evolutionary hangover: while it’s vital for limb regeneration in some animal species, it’s thought to be largely redundant in humans.

After the age of 55, increasing levels of IL-11 are produced and other research has linked this to chronic infl ammation, fibrosis in organs, metabolism disorders, frailty and cardiac fibrosis. Published in Nature, the study received funding from the Medical Research Council.

More: www.hcmmag.com/interleukin

PHOTO: SHUTTERSTOCK / ANDRIY BLOKHIN

Researchers discovered that some microbes are over-represented in Alzheimer’s brains, including bacteria, fungi and algae-related species

Fresh take on Alzheimer’s

Some cases of Alzheimer’s Disease and dementia can be caused by infections that are curable, says new research

Some cases of Alzheimer’s Disease that result in the loss of memory and cognitive skills (dementia) could be caused by infectious diseases and, therefore, be reversible.

A group of international scientists collaborating on potentially world-changing research have formed the Alzheimer’s Pathobiome Initiative (AlzPI) to understand the role of microbes in the brain, devise ways to diagnose and treat brain infections and identify preventative measures. There is research to show that shingles vaccines have been successful in lowering the risk of dementia, for example. Although there are inherited and ageing elements to the disease, there’s an increasing body of research which points to microbial infections of the brain leading to dementia.

FINDING EVIDENCE

A research paper entitled The remarkable complexity of the brain microbiome in health and disease looked into microbes in the human brain and their contribution to neurodegenerative conditions, supporting the contention that infection – perhaps

associated with declining immunity with age – may contribute to the development of Alzheimer’s Disease.

Researchers discovered that some microbes are over-represented in brains of people with Alzheimer’s, including the bacteria Streptococcus and Staphylococcus, as well as fungi from the Candida and Cryptococcus groups. Also, an algaerelated species that needs more research was more abundant in Alzheimer’s Disease brain samples.

Numerous pathogens have been found to be more common in the brains of people who suﬀer from Alzheimer’s Disease than those who don’t, including Chlamydia pneumoniae, which causes respiratory infections.

The AlzPI says there’s an urgent need for interdisciplinary collaboration and calls for a multi-centre study to test post mortem biosamples to reveal microbes. The findings could be used prospectively in patients with mild cognitive impairment, or early Alzheimer’s Disease, to reveal microbial infections and tailor treatment to potentially reverse dementia.

More: www.HCMmag.com/dementia2

Nearly half of dementia cases around the world could be delayed or prevented

Tackling Dementia

Half of global cases of dementia could be prevented or stalled by lifestyle changes including more exercise, says the Alzheimer’s Society

Untreated vision loss and bad cholesterol have been cited in new research as high risk factors for dementia, according to a Lancet Commission study, partfunded by the Alzheimer’s Society.

The updated Lancet Commission study on dementia prevention, added untreated vision loss in later life and high low-density lipoprotein cholesterol (bad cholesterol) in mid-life as risk factors for developing the

condition. They contribute to 2 per cent and 7 per cent of cases respectively.

The report says that eliminating all the addressable risk factors could theoretically halve the number of dementia cases and bring down the global costs, which now exceed £780 billion a year. The number of people living with dementia is forecast to treble to almost 153 million by 2050.

Fiona Carragher, chief policy and research oﬃcer at the Alzheimer’s Society says: “Dementia is a global crisis aﬀecting more

than 55 million people and is the UK’s biggest killer, but it’s never too early or too late to reduce risk. This study suggests nearly half of dementia cases around the world could be delayed or prevented.”

UNDERSTANDING RISK FACTORS

Some risk factors can’t be changed. Age is the biggest, with the over 75s most at risk. There’s also a genetic risk and more women than men live with dementia. Some risk factors need to be addressed on a societal level, including social isolation, education inequalities and air pollution. Access to healthcare is important to help with other risk factors, including hearing and vision loss and head injuries. The Lancet commission has made a number of recommendations including making hearing aids available for people with hearing loss, providing children with good-quality education, being cognitively active in midlife and detecting and treating high cholesterol from the age of 40.

Risks that are controllable by the individual are taking more exercise, stopping smoking and stopping excessive alcohol consumption.

More: www.hcmmag.com/dementia

PHOTO: SHUTTERSTOCK / FERHAT SIMSEK

Only 6.6 per cent of molecules displayed linear changes throughout human ageing

Fast Forward

The risk of developing age-related diseases spike at certain times of life, when ageing accelerates, according to research from Stanford Medicine

According to research undertaken by Stanford Medicine, ageing is non-linear and there are periods of significant change around the ages of 44 and 60.

The longitudinal study, Nonlinear dynamics of multi-omics profiles during human aging, published in the journal Nature Aging, followed 108 participants aged between 25 and 75 years of age. Biological samples

nasal swabs – were taken every three to six months for a maximum of 6.8 years and an average of 1.7 years.

The evidence pointed overwhelmingly to ageing being a non-linear process, with the risk of developing age-related diseases spiking at certain ages – especially after the age of 60.

Only 6.6 per cent of molecules displayed linear changes throughout human ageing, this finding is also consistent with the

MID-40S AGE SPIKE

“We’re not just changing gradually over time; there are some really dramatic changes,” says Michael Snyder, PhD, professor of genetics and the study’s senior author. “It turns out the mid-40s is a time of dramatic change, as is the early 60s. And that’s true no matter what class of molecules you look at in the body.”

At 44 and 60 there are distinct shifts in ageing, including the ability to metabolise caﬀeine, alcohol and lipids. The ageing of skin and muscle is also markedly accelerated at both of these crests, as is cardiovascular health.

The second wave of changes includes molecules involved in immune regulation, carbohydrate metabolism and kidney function. After 60 there’s also a more rapid decline in the immune system, as well as oxygen carrier activity and a higher risk of developing both kidney and cardiovascular disease and Type 2 diabetes.

Researchers emphasised the importance of paying extra attention to health during the 40s and 60s, such as increasing exercise and decreasing alcohol consumption. More: www.HCMmag.com/fastforward

During exercise, the number and proportion of cancerdestroying cells increases in the bloodstream

Killer Cells

Half an hour of exercise can increase the proportion of tumour-killing white blood cells in the bloodstream of breast cancer patients, according to a recent study from Finland

Researchers at the University of Turku studied 20 breast cancer patients who had just been diagnosed but not yet started their cancer treatments. The patients pedalled a bicycle ergometer for 30 minutes at a resistance of their own choosing. Blood samples were taken from the patients at rest before the pedalling, during the exercise and after the exercise.

Blood contains many diﬀerent types of white blood cells, some of which are cancer-destroying while some promote cancer. Analysis showed that the blood cell type which increased the most during exercise were the cancer-destroying cytotoxic T Cells and natural killer cells. In contrast, the number of cancer-promoting regulatory T cells and myeloid derived suppressor cells did not change.

CANCER-DESTROYING CELLS

The researchers also examined the proportions of diﬀerent white blood cell types relative to the total white blood cell count and found that the proportion of natural killer cells increased signifi cantly, while the proportion of myeloid

derived suppressor cells decreased.

“The balance of diﬀerent types of white blood cells determines whether the immune system works to destroy cancer or to support it,” says lead author, doctoral researcher, Tiia Koivula. “If there are more cancer-destroying cells than cancer-promoting cells in the tumour area, the body is more capable of fighting the disease. We found that during the exercise, the number and proportion of cancer-destroying cells increases in the bloodstream, while the proportion of cancer-promoting cells either stays the same or decreases.”

It is still unclear whether these changes seen in the bloodstream also lead to changes in the white blood cell counts in the tumour area. In this study, almost all white blood cell types decreased back to resting values one hour after the exercise Researchers were uncertain where the white blood cells go after exercise, but in preclinical studies, cancer-destroying cells have been seen migrating to the tumour area.

“According to current knowledge, it is benefi cial for all cancer patients to exercise, and our study supports this,” Koivula says. More: www.hcmmag.com/killercells

If you do a lot of huff and puff exercise then your risk of dying early or

developing

diseases in the future is reduced

Critical Cardio

With the industry experiencing a huge swing towards strength training, researchers make the case for continuing with cardio

Having good levels of cardiorespiratory fi tness cuts disease and premature death by 11 to 17 per cent according to new research from the University of South Australia (UniSA).

As strength training skyrockets in popularity and gym owners respond to customer demand by removing cardio equipment to make more room for weights, this study shows it’s important to keep aerobic exercise in a workout routine.

Senior author, UniSA’s Professor Grant Tomkinson, says cardiorespiratory fi tness is probably the most important type of fi tness for good health, saying: “In this study we found prolonged cardiorespiratory fi tness is strongly and consistently associated with all types of premature death and incident disease – spanning heart failure, depression, diabetes, dementia and even cancer.”

For every 1-MET increase in cardiorespiratory fi tness – the amount of energy used for quiet sitting – a person can reduce their risk of premature death

by 11 to 17 per cent and their risk of heart disease by 18 per cent.

CARDIO CUTS MORTALITY RISK

This is the fi rst study to collate all the scientifi c evidence that looks at the link between cardiorespiratory fi tness and health outcomes among adults. Published in the British Journal of Sports Medicine, it comprised 26 systematic reviews with meta-analysis representing more than 20.9 million observations from 199 unique cohort studies.

The study showed those with low levels of cardiorespiratory fi tness are far more likely to die early or develop chronic conditions later in life.

“The message is quite simple: if you do a lot of ‘huﬀ and puﬀ ’ exercise, then your risk of dying early or developing diseases is reduced,” says Tomkinson. “People can make meaningful improvements through moderate physical activity, such as brisk walking, for at least 150 minutes a week. As they improve their fi tness, their risk of premature death and disease will decline.”

More: www.hcmmag.com/huﬀ

“Females draw less on fat stores, likely because they are vital for reproduction”

Facts About Fat

A US study discovered major differences in the way males and females utilise fat during exercise

According to a study published in Nature

Metabolism, exercise changes the health of fat stores in both sexes, making them more metabolically active. Scientists discovered vast diﬀerences in the way fat tissues in males and females responded to running on a treadmill over an eight week period. While males burned fat for energy, females were more likely to

preserve and ‘recycle’ their fat mass.

Although females burned fat at the start of the trial, by the end of eight weeks their fat stores had reverted to how they had been at the start, although they did not gain fat in the way their sedentary counterparts did.

“We saw both sexes mobilise their metabolism to get the energy they need,” said fi rst author, Gina Many. “But they get their energy in diﬀerent ways. Females do

so without drawing so much from their fat stores, likely because these are critical to reproductive health.”

GETTING ENERGY IN DIFFERENT WAYS

While too much body fat can cause disease in some people, depending on how and where their body stores it (with this diﬀering according to body type and genetics), having body fat is also important for health, as it controls parts of the endocrine system, among other things.

In recent decades, scientists have learned fat isn’t just unwelcome weight, but a major organ that runs through the body. Like the skin, it secretes hormones and other compounds that play an important role in our health. Ovulation and menstruation typically stops if women’s body fat drops below 18 per cent, with 22 per cent currently thought to be the optimum level.

The research was undertaken by the Molecular Transducers of Physical Activity Consortium, a collaboration of scientists across multiple universities, studying the molecular changes which occur during and after exercise to understand how physical activity improves and preserves health.

More: www.hcmmag.com/fatscience ●

WHO’S WHO

WHO’S WHO HANDBOOK

■

3D Leisure

Tel: +44 (0)1252 732 220

Email: info@3dleisure.com

www.3dleisure.com

HANDBOOK

WHO’S WHO

Who are the key players in your market? We take a look at some of the leading health club chains

Company profi le

Owned by Mark Bremner, Andrew Deere, Paul Ramsay, Paul Dickinson and Dan Glue – who all remain active in the day to day operations of the business – 3D Leisure is a facility management company operating in the hotel, workplace, education and private sectors. It oﬀers a complete management solution for owners and operators, as well as support in key areas, such as marketing and sales. Number of sites

149

Plans for 2025/6

We are looking to increase our estate through contract wins and acquisitions.

MD: Paul Ramsay

Professional background

I started as a fi tness instructor with 3D 28 years ago. I was operations director for 17 years before taking on my current role in 2019. We have a team of two operations directors and seven regional managers who work together to drive performance within our clubs and support our clients. Fun fact...

Before moving into the fi tness sector, I was a pub landlord as a 21-year-old.

432 Social Wellbeing

Email: info@432socialwellbeing.com

www.432socialwellbeing.com

Company profi le

Founded by veterans in the wellness sector, 432 Social Wellbeing distills the most eﬀective and accessible forms of wellness, recovery and deep relaxation through convenient urban studios. Merging authentic and traditional sauna rituals with cutting-edge innovation and exceptional soundscapes, 432 delivers physical and mental wellbeing outcomes using an instructor-led journey format that uniquely integrates breathwork, sauna journeys, cold-water immersion and sound.

Number of sites

One

Plans for 2025/6

Expand 432 Social Wellbeing, opening wellness studios in urban centres across Europe.

MD: Jamie Waring

Professional background

I have 30 years experience developing and managing luxury hospitality, wellness and leisure projects, for leading brands such as Six Senses, Soneva, Octave Institute, and Holmes Place and am founder and CEO of Waring Wellbeing Hospitality. Best piece of advice you’ve ever been given?

Focus your energy on what’s in front of you and don’t get lost in the endless what ifs of the future.

Basic-Fit

Tel: +31 23 8901750 www.basic-fit.com

www.corporate.basic-fit.com

Company profi le

With more than 4.47 million members, Basic-Fit is Europe’s largest and fastest-growing fitness chain, the market leader in the value-for-money fitness market and active in some of Europe’s most attractive markets: Germany, the Netherlands, Belgium, Luxembourg, France and Spain. The oﬀering combines a flexible low-cost membership model with high quality fitness equipment, technology, virtual and live group lessons and free usage of the Basic Fit App.

Number of sites

1,616 clubs in six countries.

Plans for 2025/6

To continue our mission to make fitness a basic requirement.

CEO: Rene Moos

Professional background

As a former professional tennis player I opened my fi rst fi tness club in 1984, co-founding premium health and fi tness club operator HealthCity in the same year and becoming CEO. In 2010, HealthCity acquired 32 Basic-Fit clubs. I decided to separate the two in 2013 and expanded the Basic-Fit club portfolio from 32 clubs to 750 by 2019. Best piece of advice you’ve ever been given Be focused and keep improving your product. People might be surprised to know that... I was a tennis teacher for many years.

BH Live

Tel: +44 (0)1202 055555

Email: enquiries@bhlive.org.uk

www.bhlive.org.uk

Company profi le

A charitable social enterprise and leading operator of leisure and event venues in Dorset, Hampshire and London, we deliver engaging experiences to promote better community health and wellbeing. Specialists in physical activity, sport, arts, culture, entertainment, ticketing, hospitality, conferences, exhibits and events. Number of sites

16 sites, including leisure and sports centres; high profile entertainment, conferencing and exhibition and event venues; junior attractions; cafés, restaurants, and bars.

Plans for 2025/6

Continue to increase our community impact and social value by targeting hard-to-reach groups and working with partners. Improve our accessibility by creating a seamless booking journey.

CEO: Jon Workman

Professional background

Qualifi ed as a chartered accountant with KPMG before working for Barclays Bank and then as a finance director in the retail sector for many years. Joined BH Live as director of finance and business support and was promoted to CEO in 2022. Fun fact...

As a parent of swimmers, I spend my weekends in leisure centres watching swimming galas.

The Club Company

Email: marketing@theclubcompany.com www.theclubcompany.com

Company profi le

A collection of country clubs, oﬀering premium wellbeing facilities and services, including championship standard golf courses, driving ranges, health and fi tness facilities, group exercise, swimming, padel and tennis courts, bars, eateries and hotel accommodation. The Club Company’s mission is to be the UK’s premier collection of country clubs, helping members and visitors improve their wellbeing through beautiful locations, exceptional facilities and welcoming environment helping members to find ‘Your You Place’.

Number of sites: 18.

Plans for 2025/6

Accelerate growth with more clubs and improvements to the services and products on oﬀ er to members.

MD: Richard Calvert

Professional background

After starting out as an overseas rep and ski guide, I worked my way up in the travel industry with leadership positions at First Choice, Tui and Thomas Cook. I joined The Club Company in 2020, after being CEO of Specialist Leisure Group. Fun fact...

I went on a skiing holiday to Andorra when I was 19 and didn’t come back to the UK for 15 years!

David Lloyd Leisure

Tel: +44 (0)300 303 9531

www.davidlloyd.co.uk

Company profi le

David Lloyd Leisure is a leading European premium health and wellness group oﬀering a wide range of lifestyle facilities and expertise. Our aim is to deliver a worldclass lifestyle product to enable our 785,000+ members to pursue their individual goals for a fi tter, happier and healthier lifestyle, looking after mind and body for the long term . Our 11,500+ team make a positive impact on the communities and on the environment.

Number of sites

105 sites in the UK and 29 internationally.

Plans for 2025/6

Continued expansion across Europe, with a focus on delivering premium wellness facilities.

CEO: Russell Barnes

Professional background

I’ve always worked in the leisure sector and joined DLL in 2015 from Merlin Entertainments, taking up the role of CEO in 2021.

I am committed to developing a positive company culture, delivering excellence through empowered and talented teams to enable our members to benefit from a premium range of health and wellness facilities and a strong sense of club community.

Denbighshire Leisure

Tel: +44 (0)1824 712499

Email: leisure@denbighshireleisure.co.uk

www.denbighshireleisure.co.uk

Company profi le Denbighshire Leisure is focused on providing high quality, accessible leisure opportunities that attract high levels of participation and improve the wellbeing of residents and visitors. We have more than 20 distinct brands across health and leisure and own the UK Leisure Framework.

Number of sites

Seven leisure centres, the SC2 visitor attraction, Rhyl Pavilion Theatre, as well as pavilions, restaurants, a craft centre and a bowls centre. Plans for 2025/6

While looking for new, exciting attractions, we will be consolidating some of our newer investments to ensure they reach their potential.

MD: Jamie Groves

Professional background I became MD of Denbighshire Leisure in 2019, prior to its launch in 2020. I started out as a leisure attendant and have worked at virtually every level in the industry, becoming the youngest head of leisure in Wales at the age of 30. I was awarded the Jan Spaticchia Special Recognition Award by UK Active, for the launch of the UK Leisure Framework. Fun fact...

I trained as a boxer to raise money for charity.

Edinburgh Leisure

Email: askus@edinburghleisure.co.uk www.edinburghleisure.co.uk

Company profi le

Established in 1998, Edinburgh Leisure is a charity dedicated to making a positive diﬀerence. We passionately believe in the positive impact physical activity and sport can have on health and wellbeing.

Number of sites

17 gyms, 12 pools, one climbing arena, six golf courses, racquet sports, 141 sports pitches, 32 tennis courts and sports facilities at 23 high schools.

Plans for 2025/6

Working towards our mission of transforming Edinburgh’s health and wellbeing by 2030, through reducing barriers, innovating delivery and engaging people and communities to be active.

CEO: Jen Holland

Professional background

Joining Edinburgh Leisure in March 2024, I am a chartered accountant with an MBA and more than 30 years’ experience in public sector roles.

I’m passionate about physical activity for all the impacts for individuals and community wellbeing.

Fun fact

I’m a qualifi ed fi tness instructor and since taking up ultra running, have recently qualifi ed as a jog leader through Scottish Athletics.

Empowered Brands

Tel: +44 (0)3330 151 865

Email: contact@empoweredbrands.co.uk

www.empoweredbrands.co

Company profi le Empowered Brands oﬀ ers a diverse portfolio of franchised brands, including our fl agship IP énergie Fitness; boutique boxing and strength concept, UBX and the staﬄ ess, tech-driven gym model, fi t+. Operating in UK and Europe, we are driven by a strategic vision for growth and an unwavering commitment to provide unrivalled wellness solutions to local communities. Number of sites 92 sites.

Plans for 2025/6

To grow our franchise network and open sites across all three brands, domestically and internationally.

MD: Jon Cottam

Professional background

I joined Empowered Brands as CEO in January this year, following a career scaling multi-unit, multi-brand businesses in franchised and corporate-owned environments. I joined the industry as a general manager at Fusion Lifestyle and then Urban Fitness London, before moving to Lift Brands to become MD at 9Round UK, followed by MD Europe and CEO for EMEA. After this, I spent two years as CEO at United Fitness Brands.

Everlast Gyms

www.everlastgyms.com

Company profile

Owned by Frasers Group, Everlast Gyms offers a hybrid gym experience, combining the best elements of big box and boutique, along with the Flavore smoothie and coffee bar. We offer the group training concepts; Hustle, Haymaker, Backbone, Cranked, Breathe and Apex, designed to meet the needs of all levels.

Number of sites

60 gyms across the UK and Ireland.

Plans for 2025/6

Open new sites across the UK and Ireland while reimagining existing gyms to provide a top tier experience. The four newly acquired Roko Health Clubs will be upgraded, including the addition of padel courts.

Everyone Active (SLM)

Tel: +44 (0)1455 890508

www.everyoneactive.com

MD: Daniel Summerson

Professional background

I have more than 20 years of experience in the health, fitness, and leisure industry across Fitness First and TRIB3. I was appointed MD of Everlast Gyms in November 2021. Fun fact...

I convinced the Frasers Group team at Shirebrook that I was a Hyrox pro athlete.

Company profile

Having formed in 1987, SLM Ltd is the longestestablished leisure contractor in the UK. We offer award-winning facilities and services to local communities across the country on behalf of our trust and local authority partners. In 2024, we won the UK Active award for Outstanding Organisation of the Year

Number of sites

240 leisure and cultural facilities managed in partnership with more than 65 local authorities. Plans for 2025/6

This year we aim to increase awareness and participation in marginalised groups through our Community Champions scheme, and rollout our unique wellbeing membership, YOU+.

MD: David Bibby

Professional background

I’m a chartered accountant and joined Everyone Active as finance director in 1992 and was promoted to MD in 2006. It has been highly rewarding to see the brand develop. Best piece of advice you’ve ever been given See the bigger picture. Fun fact...

Other than football, skiing off-piste is my favourite sport.

EVO

Operated by Fitness Group Nordic AS

Email: morten.hellevang@fitnessgroup.no

www.evo.no

Company profi le

EVO Fitness operates 400-800sq m premium PT and boutique clubs equipped by Technogym and Precor. The use of technology is extensive to enhance operational eﬃ ciency, as well as to drive the digital customer experience. The company’s leading vision is to become a fi tness facilitator – more than just a fi tness facility.

Number of sites

72 clubs in Norway, in addition to clubs in Switzerland, Germany and Austria.

Plans for 2025/6

To open 10 new sites in Norway.

CEO: Morten Hellevang

Professional background

CEO of Fitness Group Nordic since December 2013, I started in Fitness Group Nordic as CFO in 2010. Previous experience from the Telecommunications, IT and FMCG sectors, mainly as CFO. I have a degree in business administration and psychology.

Fitness First UK

Tel: +44 (0)30 056 4210

Email: info@fitnessfirst.co.uk

www. fitnessfirst.co.uk

Company profi le

Born more than 30 years ago, Fitness First is still going strong with 29 clubs, throughout England, predominantly in London. We oﬀ er premium gym facilities, as well as innovative classes including Trax, Rox, Shred, Hyrox and Les Mills. Pools, saunas and steamrooms are typical. Health Hero was introduced recently for members, along with IV drip subscriptions. Number of sites 29 sites.

Plans for 2025/6

New innovative services including the introduction of EGYM’s AI-driven equipment, as well as Box 12, various at home wellness services and a new approach to hotelstyle service levels, to name but a few.

Director: Scott Best

Professional background

Best has been a director at DW Sports Fitness since 2007 and now works in the Fitness First UK and V Health Clubs business as owner and director while recruiting a new CEO, following the departure of Justin Musgrove.

Best piece of advice you’ve ever been given? Success is not final, failure is not fatal, it is the courage to continue which counts.

Fitness4Less

Email: info@fitness4less.co.uk

www.fitness4less.co.uk

Company profi le Fitness4Less was one of the fi rst gyms off ering the low-cost gym experience and we still maintain our values, off ering a no catches, no-brainer membership. We aim to be accessible to all, with affordable prices, great workouts, fantastic facilities and a welcoming community venue.

Number of sites

Seven sites.

Plans for 2025/6

Invest in our facilities and staﬀ while looking for new opportunities in the UK.

Fitness Park Group

www.fitnesspark.fr

Company profi le

With more than 35 years of experience and more than 1.2 million members, Fitness Park Group is the French fi tness leader with proven sustainability deployed nationally and internationally. Our mission is to support each member meet their goals and reach new levels, and for their fi tness to support them to achieve their life goals.

Number of sites

350

Plans for 2025/6

To open 80 sites this year.

CEO: Steve Bradley

Professional background

I have been involved in the fi tness industry since 1989, holding senior roles in HR, purchasing, sales and marketing, member retention and property. Have been involved with Fitness4Less and associated brands for 27 years and still living the dream. Fun fact

I used to be an international 400 metre hurdler.

President: Philippe Herbette

Professional background

I became the French bodybuilding champion and then opened by fi rst gym at the age of 21. My idea is to share my passion for fi tness and its power for self-realisation and help everyone be the best version of themselves. Fun fact...

Luck is an opportunity seized on cultivated ground. In sport, as in life, success owes much to a subtle balance between concentration, perseverance and letting go.

Foundry

Email: info@foundryfit

www.foundryfit.com

Company profi le

Foundry runs personal training sessions every hour, on the hour. Smart, eﬀ ective training that delivers results. Strength, mobility, resilience –for life, not just the gym. Our expert coaches tailor every session to our members’ goals.

Number of sites Seven.

Plans for 2025/6

We’ll be exploring new locations, refi ning our training model, building stronger communities, championing the independent sector, investing in education and paying our success forward. Through our social enterprise initiatives we give back a percentage of profi ts to support charity projects.

MD:

Jean-Claude Vacassin

Professional background

I founded W10 in 2010, then launched the International Fitness Business Alliance to help gym owners grow and scale their businesses. I chair the Independent Operators Council. Fun fact...

In 2022, I rowed 3,000 miles across the Atlantic as part of the Talisker Whiskey Challenge, raising over £50k for the men’s mental health charity CALM.

Tel: +44 (0)20 8317 5000

www.gll.org

www.better.org.uk

Company profi le

A cooperative, charitable social enterprise operating in partnership with local authorities, public sector organisations and third sector bodies to deliver accessible and aﬀordable services to improve the lives of local communities. Owned by its workforce, GLL operates services through its Better brand.

Number of sites

256 leisure and sports facilities, 114 libraries, 10 children’s centres.

Plans for 2025/6

Provide best in class customer service; improve health and wellbeing and opportunity through our Sport Foundation and Literary Foundation and make further progress to deliver our Five Year Plan to widen our impact.

CEO: Peter Bundey

Professional background

I have worked in the sport, leisure and cultural sector for 38 years, including 27 with GLL. I have presented industry evidence to the UK Parliamentary Select Committee at the House of Commons during sessions on the Olympic and Paralympic Games and social enterprise within the public sector. Fun fact...

I am a Fellow of The Royal Society of Arts.

Halo Leisure

Tel: +44 (0)1432 842075

Email: info@haloleisure.org.uk

www.haloleisure.org.uk

Company profi le

An award-winning social enterprise that collaborates with partners in Herefordshire, Shropshire, Wiltshire, Gloucester, Bridgend County and Merthyr Tydfil County. Our primary goal is to deliver physical activity programmes, fostering community wellbeing by actively removing the barriers to healthy lifestyles. Number of sites

30 sites.

Plans for 2025/6

Develop new partnerships with organisations which share our values and focus on our investments to enhance the provision we oﬀer for our current partnerships. Build on our successful community engagement programmes.

CEO: Scott Rolfe

Professional background

With more than 35 years of experience in the sector, I have had the privilege of serving as CEO for Halo for the past decade. I am deeply passionate about the social enterprise model and its role in shaping our industry’s delivery. Best piece of advice you’ve ever been given Take a chance every now and then, you never know what might happen.

Holmes Place

Email: info@holmesplacebrands.com www.holmesplace.com

Company profi le

Holmes Place is a pan-European premium operator with more than 44 years in the premium, full-service segment. With a focus on the social dimension of a club, Holmes Place has been integrating nutrition and holistic approaches, such as yoga, Pilates and wellness, for decades. As a lifestyle brand, it is underpinned by the philosophy of “One Life. Live it well” and the vision of making health and fitness enjoyable. We oﬀer an aspirational, inclusive, balanced and progressive approach to health and fitness.

Number of sites

78 clubs.

Plans for 2025/6

Continuing to reinvest in the existing portfolio with an emphasis on elevating the oﬀering in the realm of group exercise, boutique oﬀerings and tech-enhanced personalisation.

CEO: Jonathan Fisher

Professional background

Professional background: I entered the health and fitness sector in 1997 expanding Holmes Place into Europe. Appointed CEO of the Holmes Place Group in 2007, I presided over a period of growth mainly through acquisition and the introduction of additional brands - EVO Europe in 2015, !CON in 2016 and TRIB3 in 2019. I assumed the role of CEO of Tribute Brands in 2024 with the launch of PILAT3S.

Horizon Leisure

Tel: +44 (0)2392 476026

Email: info@horizonlc.com

www.horizonlc.com

Company profi le

Horizon Leisure Centres is an award-winning, notfor-profi t organisation, operating both Havant and Waterlooville Leisure Centres on behalf of Havant Borough Council. In 2023, we opened Horizon Guildford, the group’s fi rst standalone site. We are dedicated to bringing health and wellbeing to the community we serve and launched a fi rst of its kind Wellness Hub in a Havant shopping centre in 2023.

Number of sites

Four sites.

Plans for 2025/6

Waterlooville Leisure Centre will receive a £2.5 million refurbishment, overhauling the facility.

Impulse Leisure

Tel: +44 (0)7786 733328

Email: khayes@impulseleisure.co.uk

www.impulseleisure.co.uk

CEO: Mike Lyons

Professional background

I have extensive experience in senior leadership roles across the leisure, culture, hospitality and adult social care sectors. This has included director roles at BH Live and Wigan Leisure and Culture Trust and, more recently, managing director at the Aﬀordable Housing and Healthcare Group. Fun fact...

I taught a mean step aerobics class in the 90s. But that’s another story...

Company profi le

Impulse Leisure is a charitable trust which has been dedicated to enhancing community health and wellbeing for 25 years. We foster a supportive and engaging environment, with the aim of promoting active lifestyles and improving the overall quality of life for the communities we serve. Our focus on community engagement and health promotion sets us apart as a leader in the leisure industry. Number of sites

Four leisure facilities, an entertainment venue and an 18 hole golf course and pitches in Essex. Plans for 2025/6 Provide outstanding service while growing our business.

MD: Karl Hayes

Professional background

I have 35 years’ experience in the leisure sector, starting as a lifeguard then broadening my career experience across entertainment, catering and marketing, delivering at every level before becoming the MD of Impulse Leisure. Best piece of advice you’ve ever been given Don’t take it personally, it’s just business. Best piece of advice you’ve ever been given I became a Chartered Fellow of CIMPSA this year.

Invercylde Leisure

www.inverclydeleisure.com

Company profi le

A registered charity in the west of Scotland, we work closely with the Council to deliver a range of services focused on leisure, sport, activity, community and health for the local community. We manage swimming pools, gyms, sports centres, golf, family activity centres, football pitches and community halls. Number of sites 26.

Plans for 2025/6

To develop and improve programmes, facilities and services, with two new projects planned and several site-specifi c growth plans. The company also aims to further develop customer experience creating more personalised journeys for our customers and develop our employees to be the best they can be.

MD: Kieron Vango

Professional background

I started my career in the leisure industry in 1988 working for a local authority, before moving to Australia and working for the RLSS. I spent 13 years at Stevenage Leisure gaining extensive contract management experience and joined Inverclyde Leisure in 2013.

Fun fact...

I’m a keen surfer.

JD Gyms

Tel: +44 (0)1942 914914

www.jdgyms.co.uk

Company profi le

JD Gyms operates vibrant, exciting and high-volume gyms in most major towns and cities across the UK. Our award-winning formula is centred around premium equipment provision and innovation. We are always striving for impeccable standards and raising the bar through cutting edge interior design.

Number of sites

100 group-wide, plus more than 10 committed for 2025.

Plans for 2025/6

Continue to grow the estate through further acquisitions and our organic pipeline.

MD: Alun Peacock

Professional Background

My career in the industry has spanned over 20 years with JJB Health Clubs/ DW Sports Fitness, progressing to national operations director. I founded my own gym chain, before being head-hunted in 2013 to form JD Gyms. Best piece of advice you’ve ever been given There’s never enough time to do everything, but always enough time to do the most important thing.

Fun fact...

I’m a former professional Rugby Union player and represented England in the under 21s.

JD GYMS

Jetts Fitness

Email: elaine.jobson@jetts.com.au

www.jetts.com.au

Company profi le

Jetts 24-Hour Fitness was the fi rst 24/7 gym franchise in Australia, oﬀ ering no lock-in contracts, no hidden fees and access to all Jetts gyms worldwide. We have built a reputation for convenience, aﬀordability, and high-quality training environments. Number of sites 250 globally.

Plans for 2025/6

Expand to new territories, we are actively seeking master franchise partners in the Middle East, Southeast Asia and the Americas.

LifeFit Group

www.lifefit-group.com

Company profi le LifeFit Group is a leading fi tness and health platform in Germany that unites several brands under one roof. We are committed to inspiring and supporting our customers to live their best lives through personal, fun, and focused health and fi tness experiences. Brands include Fitness First Red and Fitness First Black, Barry’s, Club Pilates and YogaSix. Number of sites 210+ sites in Germany.

Plans for 2025/6

Further growth through buy-and-build strategy, exploring the opportunity to expand into neighbouring countries.

CEO: Elaine Jobson

Professional background

With 30 years’ experience in the industry I have scaled brands for Jetts Fitness, Virgin Active and Fitness First. Under my leadership, Jetts has won numerous awards including AusActive Most Loved Company Award and one of Australia’s Best Places to Work. Fun fact...

CEO: Martin Seibold

Professional background

The leadership team of Christophe Collinet, Johannes Maßen and myself is pursuing a buy and build strategy. We have successfully repositioned the Fitness First brand in Germany by investing in people, simplifying processes, modernising the fi tness product and renovating clubs.

Inspired by my husband’s kombucha habit, I now brew my own. The savings could fund a new gym!

Lifestyle Fitness

Tel: +44 (0)1325 529800

www.lifestylefitness.co.uk

Company profile

With almost 40 years’ experience, Lifestyle Fitness has become a leading developer of sports and fitness facilities, predominantly specialising within the education sector. We offer a highquality fit-out, best in class member experience and flexible commercial partnership.

Number of sites

24 sites.

Plans for 2025/6

To invest in our people, carry out club enhancements and grow our new opportunities with several already in the pipeline for the coming year.

MD: James Lawrence

Professional background

Following a first in Economics & Banking, I founded two start-up businesses within the leisure sector. I have more than 10 years’ experience in the health and fitness sector and became MD for Lifestyle Fitness in 2019. Best piece of advice you’ve ever been given Customers will never love a company until the employees love it first. Fun fact...

I nearly moved to Spain to become a chef.

Life Leisure

www.lifeleisure.net

Company profile

A Community Interest Company working across the Borough of Stockport, we exist to improve the lives of others. We work collaboratively with different agencies and stakeholders to develop a healthier and more active community, predominantly focusing on the least active.

Number of sites

Eight sites.

Plans for 2025/6

We will continue to embed our work in the place-based neighbourhood approach alongside our partners and plan to invest £1 million in enhancing our community hubs.

CEO: John Oxley

Professional background

I’ve enjoyed 35 years in the leisure management sector, having served my apprenticeship as a lifeguard, instructor and duty manager. Since then I’ve held senior roles at SLM, Action Nation and Places Leisure. I’ve been a director and board member at UK Active, Quest and am a fellow of CIMSPA.

Best piece of advice I’ve ever received... It’s not necessary to know all the answers, just essential to ask the right questions.

Lift Brands

Tel: +44 (0)208 164 2400

Email: info@snapfitness.co.uk

www.snapfitness.com.uk

Company profile

Lift Brands owns Snap Fitness, which helps people create positive lifestyle habits that make them feel fantastic. Founded in 2003, our 24/7 fitness concept offers the most inclusive, empathetic and supportive experience, regardless of level. We make fitting in fitness simple with a welcoming atmosphere, easy-to-use equipment, the latest technology and clear guidance.

Number of sites

100 in the UK and more than 1,000 globally.

Plans for 2025/6

Become a standout choice for consumers by continuing to invest in our member experience, fitness programming and technology. Grow our global footprint with a consistent pipeline of new openings.

CEO: Ty Menzies

Professional background

From my early 20s I was a multiunit boutique and 24/7 gym owner and a prior board member of both Fitness Australia and Exercise New Zealand.

I was Snap Fitness AU/NZ CEO master franchisor, selling the business to Lift Brands and becoming APAC CEO in April 2018 before becoming Lift Brands global CEO in March 2020.

Fun fact...

I was a Victorian Institute of Sport golfer at the age of 16.

Mosaic Spa & Health Clubs

Tel: +44 (0)1603 812 727

www.mosaicgroup.co.uk

Company profile

Founded in 1987, Mosaic has operated health clubs and day spas across the hospitality, academic and corporate sector. Since 2011, Mosaic has built its own freehold clubs. After the sale of The Shrewsbury Club in 2024 to David Lloyd, Mosaic owns two health clubs and day spas –Riverhills in Ipswich, Suffolk and Holmer Park in Hereford.

Number of sites

Eight management contract and two owned sites.

Plans for 2025/6

We will fully reopen our Riverhills club after a major fire, so will be rebuilding that business while looking for strategic development opportunities to further grow our owned sites.

MD: Dave Courteen

Professional background

Set up Mosaic with co-founder, Steve Taylor, straight from university.

Currently on the main board of UK Active and chair of the Members Council. I am also a trustee and chair of three other organisations in the health club and sporting sector.

Fun fact...

I started Pilates in 2024 to sort out a regularly recurring back problem and I can now touch my toes again for the first time in over three decades!

Mrs Sporty

www.mrssporty.com

Company profi le

Mrs.Sporty is a franchise operating smaller communitylocated health and fitness clubs for women of all ages and fitness levels. This unique and women-centered solution for health, fitness, nutrition and regeneration has revolutionised fitness and nutritional coaching. Its club business is assisted by technologies such as Pixformance. Number of sites 170+ clubs in six countries. Plans for 2025/6

Opening new franchise-owned and operated clubs. Combining hyper-personalised workouts with group training at our clubs. Further development of our hybrid model with online training and live classes.

CEO: Niclas Bönström

Professional background

I worked at Coca-Cola Sweden, SATS Europe and 24 Hour Fitness, before becoming the CEO and co-founder of Mrs.Sporty. In Germany and Austria, Mrs.Sporty is the market leader in its segment. The company strives towards extending that market leadership in Germany and Austria, while extending its presence to become the market leader in all markets where it is present. Best piece of advice you’ve ever been given Good things don’t grow by themselves.

Mytime Active

Tel: +44(0)20 8323 1777

www.mytimeactive.co.uk

Company profi le

At Mytime Active we are on a mission to improve the wellbeing of the community we work in through four pathways: be active, eat well, be positive and be together. We understand our customers and make it easy for them to access a range of activities from gyms, to golf and swimming, weight management and soft play in our vibrant, inclusive and social spaces. Number of sites

17 leisure centres and golf courses.

Plans for 2025/6

To grow our impact on the wellbeing of our communities through #MissionWellbeing, improve our employee engagement and maintain our fi nancial stewardship.

CEO: Steve May

Professional background

With more than 20 years in the leisure, health and community sectors, I’m passionate about making wellness accessible to all. As managing director of Mytime Active, I am focused on delivering operational excellence, driving community impact and championing innovative health initiatives. Fun fact

I have three children and they all ski better then me, even the seven year old!

Nuffield Health

Tel: +44 (0)20 8329 6200

www.nuffieldhealth.com

Company profile

For more than 65 years, Nuffield Health has been a notfor-profit organisation dedicated to building a healthier nation. We provide high quality hospital care and fitness support, and champion free health and wellbeing programmes in local communities, including those living with joint pain and the effects of cancer and its treatment, helping people to understand and improve their health. Number of sites

37 hospitals, 110 fitness and wellbeing centres, workplace wellbeing services, as well as medical centres and a research and development facility. Plans for 2025/6

To continue to build a healthier nation.

CEO: Alex Perry

Professional background

I joined Nuffield Health as CEO in September 2024. Prior to this I’ve held senior leadership roles within the healthcare sector, including eight years as CEO of Bupa UK Insurance – the UK’s largest health insurer. There I oversaw record growth in customer numbers and a significant increase in market share, along with the full digital transformation of its service and support offering. Before joining Bupa, I held senior roles at Marakon Associates, a strategic advisory firm, and First Choice Holidays.

Oldham Active

Tel: +44(0)161 207 7000

Email: info@ocll.co.uk

https://oclactive.co.uk

Company profile

Oldham Active (Oldham Community Leisure Trust) is a community-focused, not-for-profit charitable leisure operator dedicated to promoting health and wellbeing through a variety of leisure and fitness activities. With state-of-the-art gyms, pools and dedicated spaces for activities like indoor cycling and exercise classes, Oldham Active provides a comprehensive range of services to meet the community’s diverse needs.

Plans for 2025/6

Refurbishment of two gym spaces, implementation of a centralised HR and people management system to streamline key personnel functions and enhance talent management decisions.

MD: Stuart Lockwood

Professional background

For more than 30 years I have worked for private sector, councils and leisure trust operators across the North of England. I am also a director of GM Active and a former chair of Community Leisure UK. Fun fact...

I ran in the 2018 Berlin Marathon when Eliud Kipchoge set his world record.

Parkwood Leisure

Tel: +44 (0)1905 388500

www.leisurecentre.com

www.parkwoodleisure.co.uk

Company profi le Parkwood Leisure is a family-owned business forging partnerships that focus on quality, innovation, transparency and environmental consciousness, backed by nearly 30 years of experience. Our mission is to create strong partnerships with local authorities to encourage happier and healthier lifestyles among local communities.

Number of sites

More than 75 sites, including six golf courses, four theatres, visitor attractions, country parks and outdoor activity centres. Plans for 2025/6

Addressing health inequality in our local communities and enhancing social value through partnerships while prioritising environmental responsibility.

MD: Glen Hall

Professional background

I’ve dedicated my entire working career to leisure management and for the last 25 years have helped grow Parkwood Leisure from fi ve sites – when I fi rst joined – to more than 90. I’ve been a board director since 2006 and now lead a dedicated team of like-minded leisure professionals. Best piece of advice you’ve ever been given Ensure attention to detail and never be afraid to make diﬃ cult decisions.

Places Leisure

Tel: +44 (0)1276 418200

Email: enquiries@pfpleisure.org

www.placesleisure.org

Company profi le

Places Leisure is part of Places for People, one of the UK’s leading social enterprises. We are a leisure and wellness partner, passionate about healthy communities.

Number of sites

More than 100 leisure centres and gyms. Plans for 2025/6

Over the next 12 months, we will continue to collaborate with our partners to promote physical activity, address health inequalities in our communities, and work to enhance the quality of life for our customers in a meaningful way.

CEO: Belinda Steward

Professional background

I joined Places Leisure in 2024, having previously worked in hospitality and customer-focused service delivery organisations, including Greene King, Amba Hotels and Wyndham Hotel Group. I enjoy uniting people and believe in inspiring a service culture that puts customers at its heart. Fun fact...

I have a passion for singing and am a member of a choir.

Plymouth Active

Email: Lifecentre.info@plymouthactive.co.uk

www.plymouthactive.co.uk

Company profi le

Established in 2022, Plymouth Active Leisure is owned by Plymouth City Council and manages several key facilities, including the Plymouth Life Centre – a stateof-the-art sports and leisure facility, featuring an Olympic-sized swimming pool and the Egym strength circuit – which has more than 1.5 million annual visits. Number of sites

Four.

Plans for 2025/6

Expand and broaden the reach of the new Active Health programme; upskill staﬀ especially in GP referrals, health coaching and social prescribing. Use digital platforms to engage younger people. A £4m redevelopment of Tinside Lido to create an event space.

CEO: Rhys Jones

Professional background

I started my career with Club Indigo as a fi tness instructor in Cwmbran, South Wales before moving to Esporta, JJB Fitness Clubs and DW Sports and then into the public sector working for Everyone Active and GLL before making the move to Plymouth Active in 2023. Fun fact...

I’ve completed three London Marathons, despite spectacularly ‘hitting the wall’ in my fi rst attempt!

Pulse Fitness

www.pulsefit.bg

Company profi le

Pulse is the largest chain of lifestyle clubs in Bulgaria, with 12 consecutive annual awards for the best fi tness club. With 24 modern locations and tens of thousands of club members, Pulse oﬀ ers comprehensive fi tness and wellness services. Members have access to specialised cardio and strength zones, spa facilities, group activities, and personal training sessions

Number of sites

21 clubs across Bulgaria and three franchised clubs. Plans for 2025/6

Open more locations across Bulgaria; implement higher standards of customer care; attract and retain more members with unique oﬀ ers and an improved fi tness journey and elevate the marketing.

MD: Marina Gencheva

Professional background

With more than 15 years of senior management experience, I entered the fi tness industry 10 years ago as operational manager at Pulse Fitness, which had only two locations. As managing director, I have successfully led the brand’s expansion, strengthening its market leadership in Bulgaria and driving growth across multiple locations.

Pure Gym

Tel: +44 (0)113 831 3333

Email: info@puregym.com

www.puregym.com

Company profile

Founded in 2009, PureGym is the largest gym operator in the UK and the second largest in Europe, with sites across Switzerland, Denmark, the US and Middle East. The business provides low-cost, high-quality fitness facilities for more than two million members worldwide. Number of sites

679+ sites

Plans for 2025/6

Currently opening more than one gym a week, the pipeline is strong for 2025 and into 2026. We are looking at opening more than 70 new gyms this year – more than 50 in the UK and 10 to 12 in Switzerland, as well as integrating the recently acquired Blink Fitness gyms into our US estate.

CEO: Clive Chesser

Professional background

I have over 30 years experience in the leisure and hospitality sectors, with extensive management and franchise experience globally. Prior to joining PureGym in November 2024, I was group CEO of Punch Pubs & Co and before that held senior positions at Greene King, Ei Group and Haagen-Dazs. Fun fact

RSG Group

Tel: +49 30 2100 350

www.rsggroup.com

Having cycled from Nairobi into the Masai Mara last year I’m running a marathon in Cape Town in October.

Company profile

Founded in 1997 by Rainer Schaller, RSG Group is still owner operated. It has 10,000 employees, including franchisees, and more than 4.5 million customers. With a focus on fitness, health and lifestyle, the portfolio comprises 11 innovative brands, including Gold’s Gym and its franchise studios, McFit and the John Reed club family. The world’s first concept fitness club, Heimat in Los Angeles, is also part of the group.

Number of sites: Around 900 sites in 30 countries. Plans for 2025/6

Expansion is being driven forward in all fitness studio brands and further development of the McFit brand, which is in the process of being relaunched.

CEOs:

Hagen Wingertszahn, Dr Jobst Müller-Trimbusch and Gerd Schaller

Professional background

Since the death of Rainer Schaller, founder of the RSG Group, in 2022, the company has remained in family ownership. Since then, Wingertszahn and MüllerTrimbusch have been responsible for the management of the company as a dual leadership team. Last December Rainer’s brother, Gerd, joined the team as the third CEO, responsible for human resources and brand strategy.

Sandwell Leisure Trust

Email: mark.braithwaite@slt-leisure.co.uk

www.slt-leisure.co.uk

Company profile

Sandwell Leisure Trust is a not-for-profit charity, providing leisure services across Sandwell, including the world class Sandwell Aquatics Centre, which hosted aquatic events at the Commonwealth Games in 2022. Number of sites

Eight.

Plans for 2025/6

Rollout of a new leisure management System and delivering our digital strategy, which will ensure a more seamless customer journey. The trust will be opening three padel courts at Tipton Sports Academy along with a centre redevelopment. A HIIT studio concept is also being designed and will go live over the summer.

SATS

www.satsgroup.com

MD: Mark Braithwaite

Professional background

After starting my career in Cannons and Nuffield Health, I worked in various senior roles, before moving into the public leisure sector and working in regional and divisional business manager roles. Previous to Sandwell, I was MD at 1Life. Fun fact..

I started playing padel last year and would happily play every day were it not for life getting in the way!

Company profile

We are the leading provider of fitness and training services in the Nordics, with 9,500 employees and more than 700,000 members. We offer cutting-edge studio facilities for individual training, group training with superior programming and highly qualified personal trainers for specialised training and individual coaching. We also have a strong focus on supporting our members through online training and digital tools.

Number of sites

276 sites across the following brands: SATS, Elixia, Fresh Fitness, SATS Yoga, SATS Online.

Plans for 2025/6

To make even more people healthier and happier!

CEO: Sondre Gravir

Professional background

I’ve been CEO of SATS since 2018, before which I was the CEO of a multinational online marketplace company headquartered in Barcelona, CEO of several Norwegian newspapers and a management consultant at McKinsey.

Serco Leisure

Tel: +44 (0)116 240 7500

Email: leisuregenenquiries@serco.com

www.serco.com

Company profi le Serco Leisure provides leisure services on behalf of community leisure trusts, local authorities and elite national sports centres for Sport England, including Bisham Abbey and Lilleshall.

Number of sites

54 sites.

Plans for 2025/6

We will continue working closely with our partners to support their overarching health and wellbeing strategies; while remaining focused on the promise we make to all the people who benefi t from the services we provide, which is to help our customers make more of everyday.

Sodexo (Healthworks)

Tel: +44 (0)207 4040110

Email: alan.west@sodexo.com

www.sodexo.com

MD: Simon Lane

Professional background

I’ve worked in the sport and leisure sector for more than 25 years, including in senior roles at Merlin Entertainment and Crown Golf, before joining Serco Leisure in May 2021. Best piece of advice you’ve ever been given Listen to the people on the frontline of your business and fi nd ways to get unfi ltered feedback from them on what aﬀ ects their ability to deliver a quality customer experience, use it to make impactful, strategic decisions.

Company profi le Sodexo provides a diverse range of services to business and public sector clients. Our solutions include food and catering, facilities management, property and technical services and benefits and rewards. These improve the quality of life for those we serve. Within our divisions, we provide health and wellbeing solutions, from the gym to virtual solutions alongside health and wellbeing services.

Number of sites

40 sites in the UK and Ireland.

Plans for 2025/6

Improve the health and wellbeing of all those we serve by providing innovative solutions and improving quality of life.

Head of Health & Wellbeing UK&I: Alan West

Professional background

Started out as a fi tness instructor for Savoy Group, and left in 1997 as operations manager. Helped launch and operate two award-winning destination spas for private hotel chains, before joining Sodexo in 2002. Best piece of advice you’ve ever been given Surround yourself with dynamic inspirational individuals and make sure you listen to their ideas. Fun fact...

I have not eaten meat since I was 18 years old.

South Downs Leisure

Tel: +44 (0)1903 905050

Email: duncan.anderson@southdownsleisure.co.uk

www.southdownsleisure.co.uk

Company profile

South Downs Leisure is a registered charity, employing more than 400 staff, which has a mission to get more people more active more often, while maintaining local leisure facilities to a high standard and driving down our carbon footprint. To achieve this, we focus on the triple bottom line of people, planet, profit. Number of sites

Nine locations, including Worthing and Splashpoint Leisure Centres and the new Sea Lanes lido in Brighton. Plans for 2025/6

We want to continue with our push to reduce our impact on the environment, while looking at potential new opportunities for growth.

MD: Duncan Anderson

Professional background

I began my career in 1989 as a lifeguard at Bitterne Leisure Centre. Had a scholarship to Malaysia in 2000 and was the founder CEO of South Downs Leisure in 2015, taking on new contracts after the pandemic and opening Sea Lanes in Brighton. Best piece of advice you’ve ever been given Build a strong team around you and look after them. Fun fact...

Sporty Group

Email: hei@sporty.no www.sporty.no

I turned on the Christmas lights in Southampton dressed as Postman Pat, my mum was so proud.

Company profile

Sporty was created by the recent merger of Treningshelse Holding’s gym brands – Family Sports Club, Aktiv Trening, Aktiv365 and Sporty24. It is one of Norway’s largest and most dynamic fitness chains, owned and operated by Treningshelse Holding. With fitness centres across the country and more than 115,000 members, we provide a complete and inclusive fitness experience for people of all ages and fitness levels. Sporty is committed to promoting public health. Our mission is to make fitness accessible and engaging for all, fostering healthier lifestyles across communities. Number of sites 80.

Plans for 2025/6

We’re looking for growth opportunities to expand our reach and improve our offering, while seeking to participate in the consolidation of the health and fitness market.

CEO: Trygve Hagen

Professional background

My background is in sports as an athlete and coach. I’ve combined this with my management experience from commercial businesses to build robust, dynamic, and profitable organisations with high ambitions and a positive 3F performance culture (expectations, focus, and feedback).

Synergym

www.synergym.es

Company profi le

Founded in 2013, Synergym is one of the leading operators of fi tness centres in Spain and has achieved the highest organic growth of any fi tness chain in the Spanish market. It is known for its smartprice model that combines aﬀordable rates with no commitment, modern design and advanced technology and equipment. Through its Fit Together philosophy, the company seeks to democratise access to fi tness and promote an active, healthy lifestyle. Number of sites 130.

Plans for 2025/6

The company’s goal is to open 160 clubs in Spain by the end of 2025 and reach 200 clubs by the end of 2026.

MD: Jordi Bella

Professional background

I started my professional career at PricewaterhouseCoopers (PwC) before founding a fashion retail business. In 2018, I joined Synergym as managing director, and have grown the company from 10 gyms to 130 and counting. Fun fact...

I have completed two Ironman races –Frankfurt (2017) and Barcelona (2022).

Tees Active

Tel: +44 (0)1642 527 322

Email: leon.jones@teesactive.co.uk

www.teesactive.co.uk

Company profi le

A social enterprise formed in 2004 and operating in Stockton-on-Tees. We focus on service quality, increasing participation, expanding our business, community engagement and intervention services. Clients include local authorities, private/public sector organisations and the Canal and Rivers Trust.

Number of sites

Six sites.

Plans for 2025/6

We’re working on plans to develop new and expanding existing facilities to enhance the service we provide for the local community.

MD: Leon Jones

Professional background

With a passion for sport, I graduated in business and marketing before gaining 20 years’ leisure experience in commercial and marketing roles. I’ve developed a career in private health clubs, within local authorities and leisure trusts, joining Tees Active in 2010 and becoming MD in early 2018. Best piece of advice you’ve ever been given Hard work beats talent when talent doesn’t work, so apply yourself 100 per cent to everything you do.

Fun fact...

My fi rst graduate job was as a stone picker.

Third Space

Tel: +44 (0)20 7970 0900

www.thirdspace.london

Company profi le

First opened in 2001 in Soho, Third Space is a groundbreaking group of unique spaces dedicated to training for life, seeing true health as diverse, individual and longterm. We combine world-class facilities and expertise with a bespoke approach, catering for every health and fi tness need – training, medical, recovery and nutrition. Number of sites 13 sites.

Plans for 2025/6

Continued expansion with several new London clubs in the pipeline.

CEO: Colin Waggett

Professional background

I have more than 20 years’ experience in the health and fi tness industry having been the global CEO of Fitness First, as well as co-founder of Psycle, a boutique gym with a focus on indoor cycling in central London.

Third Space aims to serve the fi tness-savvy Londoner who appreciates the very best quality in service. Best piece of advice you’ve ever been given Focus on what you can change.

Topnotch Health Clubs

Email: info@topnotchgyms.co.uk

www. topnotchgyms.co.uk

Company profi le

Topnotch Gyms is a mid-market boutique brand which provides a fresh and urban feel. The fl agship Soho club opened in January 2023 and the business is set to expand in the coming years. The ethos is about providing balance and a place for members to achieve training goals, as well as relax and unwind. Number of sites

Two sites.

Plans for 2025/6

To expand the business within the UK.

MD: Stuart Rosenberg

Professional background

With fi tness being part of my DNA, I started in the fi tness industry as a graduate trainee in 2001. Since then, I have held senior roles with diﬀ erent operators. and launched Topnotch Gyms in 2022, it’s an exciting challenge to progress and expand the brand. Fun fact...

I nearly became a professional boxer.

Tribute Brands

Email: +34 630 177 183

www.tribute-brands.com

Company profile

Tribute Brands is an early-stage portfolio of boutique fitness and wellness brands curated for scalability through franchising best practices and tech-enhanced platforms. Housing two brands – PILAT3S (dynamic reformer Pilates) and TRIB3 (a highly inclusive HIIT concept) –

Tribute Brands specialises in licensing its concepts to fitness operators with its “boutique-in-gym” (B.I.G.) model as well as the traditional standalone franchise.

Number of sites

35 studios in eight countries.

Plans for 2025/6

Grow portfolio to 60 studios in the core European markets.

CEO: Jonathan Fisher

Professional background

Professional background: With three decades of experience in the health and fitness industry, presiding over the opening and acquisition of 100+ clubs across 10 countries and multiple brands - Holmes Place, EVO !CON and TRIB3 - I assumed the role of CEO at Tribute Brands in 2024 with the launch of PILAT3S. Best piece of advice...

The Gym Group

Email: hello@thegymgroup.com

www.thegymgroup.com

Never neglect your health for any other advantage in life.

Company profile

The Gym Group was a pioneer of the 24/7 high value, low-cost model in the UK, with a founding mission to break down barriers to fitness by offering flexible and affordable gym memberships. We offer great value, high quality kit and friendly, expert teams. A sector leader in sustainability, The Gym Group is the world’s first gym operator to have its science-based, net-zero emission reduction targets validated by the Science Based Targets initiative. Number of sites 245 sites.

Plans for 2025/6

Continue to progress Next Chapter strategy growth plan and open around 50 gyms in the coming three years.

CEO: Will Orr

Professional background

I have extensive managing director experience at companies including Times Media Limited, the RAC and British Gas. Having joined The Gym Group in 2023, I have developed the Next Chapter strategy to grow the business. Best piece of advice you’re received...

Lots of people are good at starting things. Be good at finishing them too.

Total Fitness

www.totalfitness.co.uk

Company profi le

Middle-market leader with 16 clubs across the North of England and Wales. Total Fitness champions lifelong fi tness, believing that variety brings richness to life. The health clubs oﬀ er extensive gym fl oors, studios, pools and recovery facilities. We launched the fi rst Women’s Gym in 2024. Number of sites: 16 sites.

Plans for 2025/6

Ongoing release of additional products and services in the core superscale format, continued rollout of The Women’s Gym and a new format coming soon.

CEO: Sophie Lawler

Professional background

Twenty five years’ of industry experience, CEO for 7 years, formerly group strategy programme director for Fitness First internationally. Public speaker and leadership coach; winner of multiple awards including National Businesswoman of the Year 2019; Role Model for Diversity and Inclusion (WiHTL) 2022; Winner European Brand Management Awards 2023; Winner Next Generation Initiative - UK Company Culture Awards 2023; Top 50 Inspiring Workplaces 2024. Best piece of advice you’ve ever been given Do the work, earn the choices.

Urban Gym Group

www.urbangymgroup.com

Company profi le

Urban Gym Group operates leading fitness brands in the Netherlands and the UK, including TrainMore, Gymbox and Clubsportive. We are renowned for establishing gyms in inspiring locations and oﬀering cutting-edge strength-training equipment, red light therapy, cold plunges, and more. Renessence is dedicated to self-care and BTY CLB delivers high-energy workouts in a club-like setting. UGG also runs TRIB3 and PILAT3S franchises. Number of sites

50+ in London, Amsterdam, The Hague and more Plans for 2025/6

Continued growth across the Netherlands through acquisition and building new clubs. Optimising our vitality and wellbeing oﬀ erings and developing talent.

CEO: Neil Randall

Professional background

Prior to joining Urban Gym Group in 2022, my career in the fitness and wellbeing sector spanned operations, sales, marketing and business management. I started out as a professional cricketer, before becoming a personal trainer, then regional director of Virgin Active, LA Fitness and Go Mammoth, before becoming COO and CEO for Anytime Fitness UK. Best piece of advice you’ve ever been given Nurture your team – strong teams build a great business.

VivaGym Group

Email: info@vivagym.com

www.vivagym.es

Company profi le

Founded in April 2011, Bridges Fund Management acquired a majority stake in the company four years later. In 2018, VivaGym consolidated its position as a leader in the low-cost market in the Iberian Peninsula, with the acquisition of the Fitness Hut chain, in Portugal. In 2024, Providence Equity Partners acquired VivaGym Group.

Number of sites

231 gyms.

Plans for 2025/6

Continue with our expansion plan and the integration of the acquisitions.

CEO: Juan del Rio

Professional background

I joined VivaGym in 2016, which brought me back home to Spain after 30 years away. My career has taken me to Colombia where I was CEO of Telepizza, before joining BodyTech – the largest fi tness chain in Chile, Peru and Columbia – as CEO. I considered moving into academia, but then the oﬀ er of VivaGym arrived.

Fun fact...

I am a one handicap golfer.

Xtreme Fitness Gyms

Email: office@xtremefitness.pl

Tel: +48 882 477 531

www.xtremefitness.pl

www.franczyzafitness.pl

Company profi le Xtreme Fitness Gyms is the fastest-growing fi tness franchise in Poland, oﬀ ering state-of-the-art training spaces for everyone. We focus on accessibility, innovation, and community-building, inspiring people to embrace an active lifestyle.

Number of sites

110 across Poland.

Plans for 2025/6

This year, we are committed to further dynamic growth and business scaling. Our ambitious expansion plans include the addition of 65 new locations across Poland – 4 with Xtreme Kids and we are planning international expansion.

Founder and chair: Łukasz Dojka

Professional background

I have more than 20 years of experience in the fi tness industry, with top companies in the US and UK. In 2012, I moved back to Poland and launched Xtreme Fitness Gyms, which has become one of the largest chains in Poland and one of the fastest-growing in Europe.

Fun fact...

Five times a week I take a cold plunge in the morning.

COMPANY PROFILES

Absolute Performance

Unit 19 Waterside Business Park, Lamby Way, Cardiﬀ, CF3 2ET, Wales

Tel: 02920 362 664

Email: info@aperformance.co.uk

LinkedIn: www.linkedin.com/absoluteperformance

Facebook: www.facebook.com/Aperformanceltd

Instagram: www.instagram.com/aperformanceltd/ TikTok: www.tiktok.com/@aperformanceuk www.aperformance.co.uk

About us

Established in 2008, Absolute Performance is one of the UK’s leading gym design and installation companies and suppliers of high-performance strength and conditioning equipment.

We design and install world-class gyms for commercial, educational, elite sports, military, blue light and private clients. Our expertise, coupled with our commitment to delivering exceptional customer service, has made us a trusted partner for Team GB since the 2016 Rio de Janeiro Olympics, as well as Premier League football clubs and international sports teams.

Product range and services

Whether you’re an experienced gym manager, S&C coach, performance director or have aspirations to create a home training space, we will guide you through the process from specifi cation to installation.

We follow a fi ve-step plan of action for every project, working with customers to achieve their goals:

1. Consult - We talk to you about the people who will be using your facility, the type of training they love, your budget, your expectations and your long-term plans.

Ask us questions, test our knowledge, it’s the way we start every project.

2. Advise - We’ll recommend the right equipment, whether it’s heavy-duty and functional, or kit that scientifi cally tests and measures performance. We’ll show you a look and feel for your space and the fl ow of equipment to really inspire users and unite squads.

3. Design - Our designs incorporate every aspect of the space, making the very best use of the area. We’ll create the ideal place for users with individual and team goals to train side by side. You’ll get to experience the look and feel of your facility via a 3D walk-through that will bring your vision to life.

4. Install - Our installation team will be involved in your project from beginning to end, so they’ll know exactly what the end result will be. From laying the fl oor, to positioning the equipment, every aspect will be handled by professionals.

5. Support - Becoming an AP customer means you’re part of our family and we’ll support you before, during and after your project. If you need advice on a piece of equipment or how to further develop your facility we’re on hand to give honest, expert support.

Key customers

We support a variety of customers across the UK and further afi eld in several sectors.

Future plans

2025 is an exciting year for AP with some new partnerships, products and projects to be announced over the next 12 months. Our product range continues to grow and evolve, our work with KingsBox has brought some of Europe’s best racks and rigs to the UK market. This highperforming range is innovative, functional, durable and all within a price range that is highly competitive. We continue to hold oﬃ cial UK distributor status for Werksan and Legend, UK distributors for PowerBlock and are UK and EU distributors for DC Blocks®. We also provide UKSCA-accredited S&C Diploma courses for personal trainers through our partnership with Athlete Academy.

Key personnel

■ Tony Buchanan , owner

■ Sian Buchanan , owner

■ Harry Tafota-Nash , managing director

■ James Wilkins , business development

- Midlands, SW & Wales

Tony Buchanan, owner

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