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GLOBAL MEDIA PARTNER ISSUE 8 2026

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F I T N E S S , H E A LT H , W E L L N E S S

Karen Lord The goal should be empowering people to move well for life

HVLC PwC update on UK market headroom

Simon Murie Championing open water swimming with Sea Lanes

Virgin Active

Our photo essay shows the operator’s new social wellness concept

Alex Perry R ON THE COVE

NUFFIELD HEALTH

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ED ITO R’ S LE T TER

Matchmaking and dating are moving into the fitness mix, creating opportunities for connection – and new questions around privacy, consent and unwanted attention

s health clubs become more central to people’s lives, demand is increasing for ‘whole life services’ and it’s not much of a stretch to imagine clubs eventually fulfilling the majority of people’s needs, as the sector seeks additional revenue streams. We’ve already seen Jims Fitness offering personalised nutrition advice and connecting this to members’ supermarket deliveries, while operators are creating co-working, childcare and family spaces. The offer increasingly includes everything from therapy, medical and wellness support to concierge services, travel and retreats, taking the relationship beyond the club. Given this, it’s perhaps no surprise that dating and matchmaking are entering the product mix. Hyrox, for example, has extended its partnership with dating app Surf to pair singles who’ve never met, enabling them to compete together in doubles races as part of its Hyrox Blind First Date initiative. And research from The Gym Group confirms something fundamental is happening. Among 2,000 Gen Z respondents, 57 per cent said the gym is somewhere they can make meaningful connections, 62 per cent said it’s somewhere to socialise as well as exercise and 72 per cent believe going to the gym helps tackle loneliness, indicating clubs are becoming an established part of social infrastructure. But there’s an important tension. While some welcome the opportunity to meet a partner, others just want to be left alone – research by UK Active and This Girl Can found 42 per cent of women had experienced sexual harassment or intimidation in a gym or leisure centre, rising to 83 per cent among women aged 16 – 24. More recent Sport England research found women are changing when they train and what they wear to avoid harassment, which may help explain some of the demand for women-only training spaces. At first glance these trends look contradictory, but they’re telling us the same thing – people

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HYROX

JACK EMMERSON

The dating trend

Hyrox Blind First Date is a collaboration with Surf

Dating and matchmaking are entering the health club product mix and operators need to be prepared to take charge want connection, but they also want control over whether and how it happens. As dating becomes more closely associated with fitness, operators need to take charge. If consumers increasingly see health clubs and gyms as places where romantic connections happen, the line between a welcome approach and unwanted attention risks becoming blurred. The opportunity is to establish clear rules of engagement and create opt-in environments for those who want to connect, while protecting those who don’t. ● Liz Terry, editor lizterry@leisuremedia.com

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W W W. LEISURESUBS.COM ©Cybertrek 2026 Issue 8 2026

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CONTENTS

Uniting the world of fitness

NUFF

ISSUE 8 2026 No 353

IELD

AL TH

AD SK

O OT

NUFFIELD HEALTH / D EASTON

46 Nuﬃeld Health’s CEO Alex Perry on waking a sleeping wellness giant

05 Editor’s letter

20 Fit Tech news

Members are viewing health clubs as places to meet a partner – a situation that will increasingly require interventions by operators, says Liz Terry

Anytime Fitness gives members Apple Fitness+ and Reudyn reveals an exoskeleton

12 HCM zeitgeist ‘Peakspan’ is the new longevity buzzword, wellness brand Leréi targets uber-rich women, Planet Fitness tests pricing and Muay Thai trends in premium London clubs

16 HCM news roundup PureGym announces strong half-year results, SATS is back in growth mode and the The Royal Foundation launches a suicide prevention toolkit for gyms 6

Issue 8 2026 ©Cybertrek 2026

22 HCM collabs Amazon does a deal with Hyrox, and Power Plate works with Screen my Bones

24 HCM buzz

38 HCM people Karen Lord The founder of the eponymous business tells Liz Terry that Pilates is an essential life tool rather than a casual hobby

46 Interview Alex Perry

Third Space opens its 16th London club, KA Leisure invests in growth and Fourthzone puts mindset on the timetable

Nuffield Health’s CEO talks to Kate Cracknell about waking a sleeping giant and the goal to deliver over £2 billion in cumulative social value by 2030

30 HCM people Simon Murie

56 Everyone’s talking about Strength training for women

The founder of SwimTrek and co-founder of Sea Lanes talks to Kath Hudson about the growth of open water swimming

What’s needed for women to feel supported and empowered to strength train? Kath Hudson asks the experts

30 In the swim with Simon Murie

KAREN LORD PILATES MOVEMENT / SHANNA FISHER

THE GYM GROUP

SWIMTREK

CRUNCH / MURPHYMADE

56 Talking about women’s strength training

38 Karen Lord on the booming pilates movement

64 Latest figures on the HVLC market

64 The ceiling rises

94 The age of recovery

New PwC research shows the UK’s High-Value, Low-Cost gym market still has significant headroom, as Liz Terry reports

Julie Cramer asks suppliers to outline the benefits of their hero wellness products

74 Places of belonging

HCM presents the latest health and wellness product launches

Disability adviser and athlete Marina Logacheva shares insights into a trip to Australia to study accessible fitness

80 Virgin Active Mayfair A photo essay on Virgin Active’s reimagined flagship club in central London

108 Product innovation

112 HCM Directory The HCM Directory is part of a network of resources for buyers that includes: www.HCMmag.com/CompanyProfiles

114 Research Altered states

Why do fitness penetration rates differ so much across Europe? Herman Rutgers digs into the numbers

Rockefeller University researchers found that all-out sprinting triggers a powerful body-wide response ©Cybertrek 2026 Issue 8 2026 74 Marina Logacheva

MARINA LOGACHEVA - MATTA

88 European headroom

Issue 8 2026 Volume 32 Number 353

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To subscribe to HCM in print (Health Club Management): log on to www.leisuresubs.com, email subs@leisuremedia.com or call +44 (0)1462 471930. Annual subscriptions: UK £45, Europe £57, rest of world £80, students (UK) £22. Style: HCM follows an editorial house style which precludes the use of marketing devices in body text and headlines when it comes to company names and registered trademarks. CamelCase and logical capitals are allowed. Contact the editor for more details – lizterry@leisuremedia.com. Copyright details: HCM (Health Club Management) is published 12 times a year by Leisure Media, PO Box 424, Hitchin, SG5 9GF, UK. The views expressed in this publication are those of the authors and do not necessarily represent those of the publisher. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise, without the prior permission of the copyright holder, Cybertrek Ltd 2026.

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Issue 8 2026 ©Cybertrek 2026

Built for brands that lead Highly scalable membership management platform for large enterprise health club groups and leisure operators Top global operators rely on Exerp to manage members, expedite growth, and adapt to change.

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Zeitgeist Kath Hudson distills the essence of the latest HCM news to tap the trends driving the direction of the sector

Peakspan is the nextlevel longevity trend

TOTAL FITNESS

PILAT3S adds small TAP OR SCAN group training to reformer offering http://lei.sr/4J3A5_H

http://lei.sr/7f8G9_H

PILAT3S – the reformer Pilates franchise from Tribute Brands – has made its London standalone debut. The Putney studio is also the first UK franchisee to introduce the new small-group PT format. Designed to complement group classes, the service provides a more personalised experience for first-time clients, members returning from injury and those looking to refine their technique. Sophie Lawler and Tom Rayner celebrate milestone records

Total Fitness shows the strength of the mid-market

PILAT3S

PILAT3S has opened its first standalone reformer studio in London

Having reached the milestone of £10 million EBITDA, Total Fitness CEO, Sophie Lawler, says: “We’ve always been proudly mid-market. Our persistent and significant growth for almost a decade TAP OR SCAN demonstrates the sustainability not just of our proposition and wider strategy, but also the strength of the mid-market opportunity when you really lean into it.”

http://lei.sr/R5F3v_H

Issue 8 2026 ©Cybertrek 2026

SHUTTERSTOCK/ALESSANDROBIASCIOLI

Peakspan aspires to maintain peak performance while ageing

Move over healthspan – avoiding serious illness is now too low a bar for health optimisers. Coined by longevity researcher, Dr Alex Zhavoronkov, Peakspan is the latest TAP OR SCAN aspiration for bio-hackers and refers to maintaining 90 per cent of physiological and cognitive capacity while ageing. This requires high-intensity exercise, progressive resistance training and stress regulation.

VIRGIN ACTIVE

Virgin Active Mayfair has launched Muay Thai training. See our feature on page 80

Muay Thai training is trending in premium London clubs Bridging the gap between high-intensity cardio, functional strength and skill acquisition, Muay Thai training is a hot new fitness trend being introduced by premium operators including Third Space and Virgin Active. Both operators have recently added the discipline to the timetable due to its popularity in London’s combat communities. It’s offered in an authentic way, rather than being fused with fitness.

TAP OR SCAN

http://lei.sr/5G7T9_H HIICLUB

Places Leisure launches first reformer studio

TAP OR SCAN

http://lei.sr/y8g3Q_H http://lei.sr/6E2t3_H

HiiClub has opened its first location outside Flannels

PLACES LEISURE

Public leisure operator, Places Leisure, has announced plans to rollout reformer Pilates studios over the next 12 months, starting with the first one in Wokingham Leisure Centre in Berkshire. The 12-bed studio will offer 30 classes a week across three ability levels. Head of fitness, Sam Bryant, says the company is committed to keeping up with fitness trends. Places Leisure is introducing reformer Pilates studios

HiiClub builds out HiiClub is building on its base of two experiential clubs within Frasers Group’s Flannels clothing stores, opened its first standalone property in London’s Battersea. The club offers a strength, conditioning TAP OR SCAN and running space – HiiTrain – and will shortly open a dedicated yoga and Pilates studio – HiiBalance – alongside a HiiGrind café.

http://lei.sr/u2c2s_H

©Cybertrek 2026 Issue 8 2026

zeitgeist Masaj raises £2m to scale bodywork studios Having just launched its eighth site, bodywork brand, Masaj, will be expanding its presence across London after a successful fundraising round. Investor, Fiona O’Callaghan, MD of investor Figr Ventures, says the company addresses a gap in the massage industry. TAP OR SCAN

http://lei.sr/4C2E8_H

The operator is evolving its marketing

Planet Fitness is testing pricing

CREDIT

http://lei.sr/2Q2w3_H

PLANET FITNESS

Planet Fitness is refining pricing, marketing and retention strategies to reignite member growth. Half-year revenues increased by 7.1 per cent to US$365.2 million, while membership TAP OR SCAN remained static. The fitness giant is developing a new marketing campaign and testing pricing, member experience and retention, following a failed price increase.

24 HOUR FITNESS

The upgraded 24 Hour Fitness clubs are open and welcoming

24 Hour Fitness elevates its clubs as part of new strategy A multi-million remodel of six Bay Area clubs has been completed at 24 Hour Fitness to reflect the way people want to train today. Each has been reimagined to create a more TAP OR SCAN open, welcoming, and functional fitness environment, with expanded strength and functional training areas refreshed cardio spaces, and improved club flow. http://lei.sr/9G3X2_H More: www.hcmmag.com/mastrov

Lerei oﬀers recovery and gentle movement

London wellness club targets uber-rich women

LERÉI

A private members’ club has opened in Knightsbridge targeting high net worth women. Leréi has been designed by Italian company, Visionnaire and the memberships TAP OR SCAN rates start at £1,000 a month. The offering includes a hydrothermal suite, yoga, sculpt classes, sound baths and longevity services.

http://lei.sr/2B8Q6_H

BH Live follows the trends in Southampton

TAP OR SCAN

http://lei.sr/5M8x7_H

After taking over the contract to run Southampton City Council’s facilities, BH Live has upgraded three of the leisure centres according to current trends. Dedicated functional fitness zones have been added, along with feature lighting and contemporary finishes. New cardio equipment includes integrated digital screens, wireless phone charging and access to streaming services.

Life Time is focusing on sports racing, pickleball, small group PT and longevity

Bitterne Leisure Centre in Southampton has received an overhaul

LIFE TIME

BH LIVE

LifeTime outlines its priorities in wellness Second quarter revenue at US country club operator, LifeTime, grew by 13.7 per cent, with net income up by 40.6 per cent. The company TAP OR SCAN will now focus on pickleball, Dynamic Stretch, small-group training, the Arora programme, the LT Games and the Miora performance and longevity concept.

http://lei.sr/f2r2B_H

©Cybertrek 2026 Issue 8 2026

news roundup The Gym Group reports strong momentum

he Gym Group’s half-year 2026 results show significant year-onyear growth, with the operator ahead of internal expectations and previous market forecasts. The high-value, low-cost operators has been disciplined on site roll-outs, yield management and returning capital via ongoing share buybacks as it executes its Next Chapter strategy. All rollouts and refurbishments are being funded by free cashflow. Revenue for the six months to the end of June was £133.1 million, up from £121 million in the same period last year. Adjusted profit before tax was £6.4 million, a 31 per cent increase from last year. Four new sites opened in H1, a further 11 are in development with the target of 20 new sites overall in 2026, which is in line with the plan to open around 75 sites over three years. The company is also assessing the addition of further modalities, such as recovery.

http://lei.sr/x5O7a

THE GYM GROUP

The Gym Group’s refurbishments are being funded by free cashflow

CEO, Will Orr, told HCM: “The continued momentum is important – revenue is up 10 per cent; 3 per cent on a like-for-like basis and profit is up by 12 per cent. Average membership was up by 5 per cent and passing the one million threshold was a good milestone for us. “We’re on track to deliver the 3 per cent like-for-like growth

for the full year, and the guidance was at the top end of the current analyst forecast range, so overall, they are very pleasing results. “The cashflow is also important, as that’s funding the site TAP OR SCAN rollout, enhancements, tech investment and share buybacks, while maintaining leverage at 1x.” http://lei.sr/9J7c7_H

PAUL CALVER

PureGym has increased revenue by pushing up average revenue per member

Issue 8 2026 ©Cybertrek 2026

ureGym has announced strong half-year results for the period ended 30 June 2026, with improved operating performance across all territories. Adjusted EBITDA increased significantly in all markets, most notably in the USA following the integration of Blink Fitness. The operational turnaround of this estate – generating a 35 per cent EBITDA surge to £8.8m – shows management can execute complex cross-border integrations. Results in Denmark have improved following the successful rationalisation of the estate which is now yielding structural margin improvements. Ongoing expansion in the UK and Switzerland continues to deliver strong growth.

PURE GYM / RADSKIPHOTO

PureGym continues to thrive in all markets

“There is substantial white space across existing markets and the Republic of Ireland” Alex Wood

CEO Alex Wood – the former chief financial oﬃcer who was promoted in June – says there is substantial whitespace across existing markets as well as the TAP OR SCAN Republic of Ireland. The first site in this new territory is slated to open early next year. http://lei.sr/Y4N9H_H

Get live news at www.HCMmag.com

ordic operator, SATS, has announced plans to resume expansion in the region, with 13 new club agreements already signed and plans to open eight to 12 locations a year. The move marks the next phase of a strategy which saw the operator deliberately slow expansion following COVID to focus on leveraging its existing estate.

SATS

www.HCMsummit.live

“Our members are getting more out of their memberships” Sondre Gravir

The announcement comes alongside another strong set of financial results. Revenue increased by 7 per cent currency-adjusted to NOK 1,442 million (£112.6 million, US$152.3 million, €131.8 million), while EBITDA reached NOK 313 million (£24.2 million, US$33.1 million, €28.6 million), an increase of 18 per cent currency-adjusted. “Our members are training more and getting more out of their membership, and that activity converts to earnings over time,” says Gravir. “Workouts grew 3 per cent and revenue per member TAP OR SCAN 6 per cent currencyadjusted, while costs rose only 4 per cent, driving margin expansion.” http://lei.sr/g7X6B_H

SATS

SATS shifts back into expansion mode

The number of PT trials has trebled in SATS’ clubs this year

Gaëtan De Smet takes the helm at Jims

JIMS FITNESS

aëtan De Smet has succeeded PJ Nuitten as MD of Belgian health and fitness operator Jims, as the company enters the next phase of a transformation that has seen it expand rapidly and move into preventative healthcare. De Smet took over the leadership of Jims on 1 September, having worked closely with Nuitten throughout the company’s recent growth. He has been with the brand since 2012 and has more than 20 years’ experience in the fitness sector, including previous operational roles with Fitness First and Passage Fitness. Announcing his appointment, De Smet said his priority would be to continue the journey already underway. “What motivates me most is the opportunity to continue building an organisation that helps people live healthier and stronger lives,” he said. De Smet credited Nuitten’s “vision, entrepreneurship and leadership” with

Gaëtan De Smet is the new head of Jims, which is part of major retailer, Colruyt

driving Jims’ growth and said he was looking forward to writing the next chapter with the company’s teams. Nuitten said De Smet had been at the heart of delivering the strategy during the past five years, working with him on new openings, acquisitions and Jims’ expansion into physiotherapy.

“We’re changing the driver of the tandem, but continuing to cycle in the same direction,” he said, adding that Jims was in “excellent hands”. ● Gaëtan De Smet will TAP OR SCAN be a keynote speaker at the HCM Summit 2026 on 22 October. www.HCMsummit.live http://lei.sr/2s3m6_H

©Cybertrek 2026 Issue 8 2026

news roundup Triplebond brings social wellness to The BoTree

RYAN WICKS

he five-star BoTree hotel in London has opened Triplebond, a multi-floor social wellness club that puts human connection at the heart of a model combining fitness, recovery and health optimisation and built around activation, restoration and connection. Available to members and guests of the five-star hotel, the concept represents a significant expansion of The BoTree’s wellness oﬀer. Triplebond is taking a deliberately social approach, making connection The club has based around activation, restoration and connection

BOTREE

and belonging a fundamental part of the proposition rather than an add-on to the wellness oﬀer. Facilities range from an infrared exercise studio and Technogymequipped fitness floor to cryotherapy, hyperbaric oxygen therapy, red light, compression and contrast therapy, as well as a rooftop swimming pool and social spaces overlooking London.

“This is a completely new social wellness ecosystem” Liliana Gutierrez

Diagnostics are delivered through a partnership with Stride. Members get blood analysis, DNA profiling and gut microbiome testing, followed by a personalised consultation. Liliana Gutierrez, TAP OR SCAN director of wellness, said: “Every element has been designed to be inherently social.” http://lei.sr/9J8u3_H

Edinburgh Leisure is making strong progress

EDINBURGH LEISURE

Edinburgh Leisure recorded almost six million visits in the last year

Issue 8 2026 ©Cybertrek 2026

dinburgh Leisure has emerged from a diﬃcult period of financial pressure to move within £18,000 of underlying operating break-even, while increasing participation and taking membership to an all-time high. The charity’s 2025–26 Impact Report shows its additional one-oﬀ support from the City of Edinburgh Council fell from £4.2m in 2024–25 to £1.868m in 2025–26, with no further additional support expected during the current financial year. This funding is separate from the £8m annual management fee Edinburgh Leisure receives from the council to deliver leisure services across the city. Jen Holland, chief executive of Edinburgh Leisure, said: “Financially,

2025–26 marked an important turning point. Through careful management, innovation and the dedication of colleagues across the organisation, we closed our financial gap and entered the new year on a more stable footing. “Being financially stronger helps us keep doing what matters most: opening up more opportunities for people across Edinburgh to be active. As a charity, every step towards sustainability means we can better support our communities now and plan with confidence for the future. “Behind every number is someone learning a skill, feeling stronger, meeting familiar TAP OR SCAN faces or taking a step towards better health,” explained Holland. http://lei.sr/4C7W4_H

Get live news at www.HCMmag.com

The Royal Foundation of the Prince and Princess of Wales is calling on gyms, sports clubs and physical activity organisations to make suicide prevention part of everyday practice, with the launch of a new free toolkit. On Your Side was launched on World Suicide Prevention Day (10 September) in partnership with mental health charity Chasing the Stigma and the British Standards Institution. The resource has been designed to help people across the physical activity sector recognise when someone may be struggling, start potentially life-saving conversations and connect them with appropriate support. The initiative builds on the ability of sport and physical activity settings to reach people who may not otherwise

engage with mental health services. The guidance is relevant across the sector, particularly as growing more people turn to gyms and exercise to support their mental wellbeing. The toolkit oﬀers practical advice on recognising potential warning signs, opening a conversation, asking direct questions, listening and helping someone access appropriate support. Developed over two years, it was informed by consultation with organisations including the NHS, Samaritans and Mind. More than 70 organisations are backing the initiative and the launch is being supported by a film with England football TAP OR SCAN captain Harry Kane and other sports stars. Download the toolkit at: www.HCMmag.com/hope http://lei.sr/7s4J5_H

SHUTTERSTOCK–FARINASFOTO

Royals create suicide prevention toolkit for gyms

A toolktit helps gyms deliver support

Life Leisure generates £22m in social value

LIFE LEISURE

www.HCMsummit.live

“We’ve grown in every aspect of our business every year” John Oxley

PETER ALVEY

ife Leisure has reached a major financial milestone, operating Stockport Council’s active wellbeing services without revenue support from the local authority. The operator finished the year £625,000 ahead of budget and £830,000 ahead of the previous year, generating a £60,000 surplus. The net cost of leisure provision to Stockport Council has fallen by £2.3 million since the Stockport Active Community Interest Company was established. Life Leisure says its services generated more than £22 million in

Life Leisure has increased memberships in the last year

social value during 2025/26, based on 92,920 individual participants meeting national physical activity thresholds across almost two million visits. CEO, John Oxley, says the organisation exists to serve the whole of Stockport: “We’ve come a long way – growth in every aspect of our business, every year for the

last four years; meeting the needs of those already motivated to take care of their own health while working on initiatives that encourage those traditionally under-served TAP OR SCAN through sociallyconnected activity that enables more people to live well and feel better.” http://lei.sr/8A5b7_H

©Cybertrek 2026 Issue 8 2026

news roundup Anytime Fitness adds Apple Fitness+ perk

ANYTIME FITNESS

nytime Fitness UK and Ireland is giving members access to Apple Fitness+ to allow them 24/7 access to digital workouts and meditations. Starting on 4 August, all Anytime Fitness members will receive a Fitness+ subscription – which usually costs £9.99 (US$13, €12) a month – for the lifetime of their active membership at no additional cost. Existing Fitness+ users will also benefit when they sign up for a 13-month Anytime Fitness membership by receiving their first 30 days free. The Apple app oﬀers thousands of Fitness+ workouts and meditations across strength, HIIT, yoga, Pilates, cycling, rowing, dance, kickboxing, treadmill, core and mindfulness, led by a team of trainers, with new content added every week. Sarah Mather, head of marketing at Anytime Fitness UK and Ireland, says: “Apple Fitness+ complements

Anytime Fitness UK and Ireland is partnering with Apple Fitness+

our clubs by giving members access to workouts and guided programmes that can be used at home, while travelling, or whenever they can’t make it into the gym.” Members will continue to access personalised coaching, training plans,

progress tracking and club services through the Anytime Fitness app, while Apple Fitness+ TAP OR SCAN adds a premium library of on-demand workouts and meditations as an additional benefit. http://lei.sr/F5Y2r_H

Reudyn launches robotic exoskeleton

henzhen-based Reudyn is targeting the physical activity and outdoor recreation markets with the launch of a consumer exoskeleton designed to help people who struggle to walk go further with less physical eﬀort.

REUDYN

The new device supports walking and running

The company’s first product, the Reudyn Hip X26, is a hip-assist wearable developed for everyday walking, extended periods of movement and outdoor exploration. Scheduled to go on sale in

September, the device will use gait sensing and movement-intent recognition to identify how the wearer is moving and adjust the assistance it provides in real time. Reudyn believes the technology could expand people’s freedom to remain active by reducing the physical burden associated with prolonged walking and outdoor pursuits. This puts the Hip X26 into a growing category of wearable technologies designed not simply to measure physical activity, but to actively support it. Although exoskeletons have traditionally been TAP OR SCAN associated with medical rehabilitation the technology is broadening to consumer applications. http://lei.sr/j7a3Q_H

Issue 8 2026 ©Cybertrek 2026

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Power Plate and Screen My Bones team up

POWER PLATE

ibration technology company Power Plate has teamed up with bone density specialist Screen My Bones to create a bone health ecosystem. The initiative is designed to create a pathway from the point where poor bone health is identified right through to providing exercise-based interventions and monitoring progress. It pairs Screen My Bones’ radiation-free Radiofrequency Echographic Multi-Spectrometry (REMS) screening technology with A new collaboration has been formed to create a bone-health ecosystem POWER PLATE

two technologies from Performance Health Systems – Power Plate whole-body vibration and BioDensity, an osteogenic loading system. . REMS uses ultrasound to assess bone health at the lumbar spine and femoral neck without exposing users to ionising radiation. Iain Murray, managing director

“ An estimated two million people globally are living with osteoporosis” Ian Murray

of Power Plate UK, says: “With an estimated 200 million people globally living with osteoporosis – most without knowing it – there is a huge opportunity to help make a positive impact by TAP OR SCAN creating better pathways for early intervention and proactive solutions.”

http://lei.sr/6x6C8_H

Amazon signs global Hyrox partnership

HYROX

Amazon is building out retail infrastructure around Hyrox

Issue 8 2026 ©Cybertrek 2026

HYROX

mazon has signed a global partnership with Hyrox that will see the online retailer build a shopping, content and live-event ecosystem around the fitness racing brand. Dedicated on-line stores will soon be launching in the UK, Germany, France, Italy, Spain and the Netherlands with plans to extend the concept into further markets. These will provide a one-stop shop for Hyrox participants, bringing together sports nutrition, performance technology, training equipment, recovery products, apparel, skincare and accessories, including products from Centr. Moritz Fürste, co-founder and chief marketing oﬃcer of Hyrox, said: “Partnering with Amazon

“Partnering with Amazon allows us to better support our community” Moritz Fürste

allows us to better support our rapidly expanding community by making it easier for athletes to access the products they need.” Amazon has been TAP OR SCAN named title partner of Hyrox London which takes place at ExCel in December.

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THIRD SPACE

The strength training gym has a best-in-class kit fit-out

Growth continues at Third Space with new Paternoster club

hird Space has opened its 16th club near Paternoster Square in the City of London, continuing the premium operator’s expansion. Located at 31 Warwick Lane, near the London Stock Exchange and St Paul’s Cathedral, the club has been designed to combine performance training with recovery and wellness, with the gym floor arranged across two levels. Training facilities include a two-lane sled track, functional rig, strength zone, free weights, treadmills and an elite cardio area, as well as a dedicated strength and conditioning studio for progressive programming and compound lifting. There’s an 18-person reformer Pilates studio and a 27-person mind and body studio offering sound baths and yoga, barre and meditation classes. Paternoster is the launch site for Third Space’s new strength training concept, which is delivered in a dedicated studio. The small-group programme is based

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Issue 8 2026 ©Cybertrek 2026

around progressive 12-week training cycles, incorporating barbell and cable work, mobility, accessories and bodybuilding-influenced strength development. Recovery has been allocated significant space within the new club. A dedicated zone offers Hyperice equipment and Normatec compression boots, while additional services include red light therapy, cryotherapy and myofascial rolling. The spa includes a 14-person hydropool, two ice baths, a 20-person Finnish Löyly sauna, steamroom and heated loungers, creating a strong contrast therapy offer. A members’ lounge with sofas, high stools and work spaces has large windows into the gym and the street, giving it an airy aspect. The club also includes Third Space’s Natural Fitness Food café in the reception area, making it open to non-members and offering nutritionally-focused meals, snacks, protein shakes and speciality coffee.

The ground floor gym is flooded with natural light

THIRD SPACE

The reformer Pilates studio

THIRD SPACE

Speaking at the launch event, Third Space CEO, Colin Waggett said: “The sense of permanence when we open one of our clubs just creates a magic moment. “The idea that – for decades to come – people will be coming here to improve their lives, to improve their health, to make friends and also to build their careers – is the thing that makes these moments so special. “Placemaking gets talked about a lot and to me, placemaking is about playing a role in the community – in this case, making Paternoster Square a better place – and I absolutely know that people here will have better lives for having a Third Space. This is what motivates me.”

“The sense of permanence when we open one of our clubs just creates a magic moment” Colin Waggett Rob Beale, health and fitness director at Third Space, told HCM the Paternoster club is the first to follow a ‘best in class’ purchasing strategy for equipment, with a range of suppliers TAP OR SCAN being asked to provide their hero product manufactured in the Third Space livery. Upcoming Third Space locations include Queen’s Park, Richmond and Oxford Street.

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©Cybertrek 2026 Issue 8 2026

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KA Leisure turns strong trading into £1.2m member investment

cottish leisure trust KA Leisure has completed the first phase of a £1.2 million investment programme, using the proceeds of commercial growth to self-fund upgrades across its fitness estate. Gyms at Auchenharvie Leisure Centre, Vikingar! Leisure Centre and The Portal have been refurbished with new cardio, strength, plateloaded and functional training equipment, as well as new flooring, lighting, décor and layouts. The investment also broadens KA Leisure’s fitness offer, with reformer Pilates studios at Vikingar! and The Portal and dedicated functional training areas at Auchenharvie and The Portal. At Vikingar!, digital programming from Your Reformer is being used to extend the reformer timetable beyond instructor-led classes. Matrix Fitness is KA Leisure’s principal equipment partner, providing equipment, installation and maintenance for an initial five-year period from July 2026. KA Leisure says several years of commercial growth and increased usage put it in a strong enough financial position to fund the wider capital programme from its own resources.

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Chief executive Malcolm McPhail said: “This programme of investment is about creating modern, inspiring spaces that help our communities lead healthier and more active lives. “The range of members and user groups required us to create dynamic spaces which appeal to all. We are delighted with the response to our upgraded gyms, new reformer Pilates studios and functional training areas.” Equipment displaced by the refurbishment has been redistributed to colleges, children’s homes, sports clubs and community groups, while kit from The Portal has been redeployed to improve facilities at West Kilbride Campus, Walker Hall and Dalry Community Sport Hub. KA Leisure says the long-term community value generated by the redistribution programme is expected to exceed the £1.2 million capital investment. McPhail said: “By working with sports clubs and community groups to redistribute equipment, we’ve supported organisations that make a difference across North Ayrshire and maximised the value of TAP OR SCAN our investment beyond our own venues.” Phase two will turn to wellness, with a refurbishment of the sauna at Vikingar! and a new sauna at The Portal. HTTP://LEI.SR/4N2V2_H

KA LEISURE

KA Leisure has introduced reformer Pilates as part of a refurbishment programme

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KA LEISURE

Vikingar! is one of three leisure centres to benefit

KA LEISURE

“This programme of investment is about creating modern, inspiring spaces that help our communities lead more active lives” KA LEISURE

Malcolm McPhail.

New equipment has been added in partnership with Matrix

©Cybertrek 2026 Issue 8 2026

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Fourthzone puts mindset on the timetable with new women’s wellbeing club

“The vision was to create a wellbeing space that women have been searching for but rarely find” Glenda Rivoallan ...

FOURTHZONE / ANDY LE GRESLEY PHOTOGRAPHY

Workout facilities include reformer Pilates

DR GLENDA RIVOALLAN

new women’s wellbeing club called Fourthzone has opened on the island of Jersey. The concept is centred on four interconnected pillars – movement, healing, mindset and meaningful connection – creating an environment where women can build strength, restore energy and invest in their long-term wellbeing in a sustainable way. One of the aspects that differentiates Fourthzone is the full mindset timetable, offering classes in stress management, confidence, resilience, breathwork, personal development and emotional wellbeing. “We believe training the mind is just as important as training the body, making mindset an integral part of the weekly programme rather than an occasional workshop and we’ve seen particular enthusiasm for the fact that we place as much emphasis on mental wellbeing as physical health,” says founder Glenda Rivoallan, who has two further clubs on the island. “Rather than being a traditional gym or spa, it’s a holistic wellbeing destination built around the idea that true health comes from balancing physical strength with nervous system regulation, recovery and community. “The vision was to create the kind of wellbeing space that many women have been searching for but rarely find. It’s particularly designed for those looking beyond traditional fitness,” she told HCM. “Many members are balancing careers, family and busy lives and are seeking a calmer, more intentional approach to wellbeing that supports both body and mind.

“We wanted to move beyond the traditional gym model and create a space that supports women through the realities of modern life – helping them to manage stress, build resilience, restore energy and prioritise themselves without guilt. The 3,200sq ft site, in a former office space in the Beachside Business Centre, La Rue du Hocq, gives members access to a strength and movement space, yoga and reformer Pilates, recovery experiences, personal training, lifestyle coaching, workshops and dedicated social spaces designed to encourage genuine connection. It achieved 53 per cent of its membership capacity prior to opening. “Fourthzone represents a different way of thinking about wellbeing. It’s not about chasing perfection or pushing harder. It’s about recognising that recovery is productive, strength comes in many forms and meaningful wellbeing is built TAP OR SCAN through consistency,” says Rivoallan. Phase Two will see the introduction of the healing garden, featuring experiences to support nervous system regulation.

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Issue 8 2026 ©Cybertrek 2026

Fourthzonesdf provides Get live news at www.HCMmag.com

FOURTHZONE / ANDY LE GRESLEY PHOTOGRAPHY

a nurturing space for women to decompress

FOURTHZONE / ANDY LE GRESLEY PHOTOGRAPHY

Fourthzone is a new holistic wellbeing destination in Jersey

HCM PEOPLE

HCM people

Murie is a partner in Sea Lanes, as well as running SwimTrek

The lockdowns provided the impetus for people to use open-water swimming facilities and a lot of that user base has stayed in open water

Simon Murie SWIMTREK

Founder: SwimTrek and Co-Founder: Sea Lanes

Around four million people are now swimming outdoors each year in the UK How did your adventures in swimming begin? SwimTrek is a swim travel company which I founded in 2003, offering fully guided, open-water swimming holidays, coaching camps, iconic races and ocean adventures to more than 50 locations worldwide. I founded it after going on a number of swim trips by myself where I had to rely on local boats to accompany me. We offer trips for all abilities – from training camps in Mallorca for pool swimmers wanting to make the transition to open water, all the way up to seasoned endurance athletes preparing for English Channel solos. That being said, most of the trips we offer are idyllic swimming holidays in the Mediterranean and Caribbean. Average daily swimming distances range from two to five kilometres and all swims are accompanied by qualified open-water coaches and lifeguards as well as support boats. We also offer swim-yoga and swim-hike trips. Is open-water swimming growing in popularity? Around four million people are now swimming outdoors each year in the UK. The lockdowns provided the impetus for people to use open-

water swimming facilities and a lot of that user base has stayed in open-water. This year SwimTrek is taking away about 7,500 swimmers, which is a record and we’ve tripled the number of coaching camps covering the cohort who want to transition from the pool to open water. Historically, we’ve seen a strong appeal from people who are 35-plus, in professional roles and the average age is probably early 50s. But now we’re also seeing interest from an under-35 demographic wanting to make the transition from the pool to open water.

What makes a destination viable for a swimming holiday? We now lead tours to 50 places and identifying the right locations takes time. It’s got to be a great swimming location as we explore the destinations by swimming around them, which is a very satisfying way to experience a destination. We also look at boat traffic, available safety boats, suitable accommodation and ease of travel. We’re a member of 1% for the Planet and B Corp certified, so part of our mission is to work with local communities and give them employment opportunities. To balance that with safety needs, ©Cybertrek 2026 Issue 8 2026

SWIMTREK

SwimTrek is taking 7,500 swimmers away for swim challenges worldwide

SWIMTREK

HCM PEOPLE

we generally have two guides per trip: often a local guide working alongside an experienced overseas guide, allowing us to train up the local guide. In some locations, such as Italy, we have a local guiding team of people who operate the trips largely by themselves. Our most popular locations are Turkey and Greece – where we have nine locations. Italy is also very popular, as well as the Galapagos Islands, where we get special permissions and permits to do some stunning swims. The Canary Islands are popular for short escape trips in the winter. Croatia and Montenegro are growing in popularity.

How do you ensure swimmers can cope? We ask them to be able to swim the average daily distance in one go before they come on the trip and we provide them with a three-month training plan to help them achieve that. On the first day of a trip, we do an acclimatisation swim so guides can assign swimmers to the fast, medium or scenic groups. The swimmers are escorted by safety boats and two swim guides who are qualified lifeguards. If people have a problem, or just don’t want to swim, they can jump on the boat. It’s an active holiday, like a cycling or a hiking holiday. When you’ve swum a crossing to another island and look back at what you’ve achieved, you appreciate the destination in a way nobody else who arrives by any other means could. How has the sea changed in the 23 years you’ve been operating? Sea temperatures have got warmer. In the Mediterranean, we can go earlier and later in the season – from mid-May through to the end of 32

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Turkey, Greece and Italy are among the most popular trips

October – but in some locations, we avoid late July and August because of the heat and the water temperatures being too warm for active swimming. In places in the tropics, such as Indonesia, wet and dry seasons are shifting, requiring us to be flexible when we go. In terms of water quality we tend to be far from population centres, so we haven’t noticed any pollution issues. If pollution were to increase in a location, we’d stop going there.

How do you reconcile international travel with your environmental commitments? Our mission is creating unforgettable experiences by respecting the world’s open water and minimising our impact, so this is important to us. We’re opening destinations closer to source markets to reduce travel. For example, the Australian market accounts for around 15 per cent of our guests, so we’ve launched trips closer to Australia in Indonesia,

We now lead tours to 50 places. We explore these destinations by swimming around them, which is a very satisfying way to explore a place

Swimmers can follow a three-month training plan before their trip

How did Sea Lanes come about? In 2018, I, along with three other local sea swimmers and business owners, co-founded Sea Lanes Brighton – the National Open Water Swimming Centre – which is a waterfront, 50-metre, six-lane outdoor heated pool. Our aim for Sea Lanes from day one was to become a stepping stone into the sea for swimmers of all abilities. Coaching is available both

SWIMTREK / THOMAS OLIVER

Thailand and the Philippines. We’re also growing in Mexico and the Caribbean for the American market. Through 1% for the Planet, 1 per cent of our revenues go back into environmental causes and charities. We also work with the Lewis Pugh Foundation on ocean advocacy and conservation and to influence policy-making. The organisation has been instrumental in securing protections for more than 3.5 million square kilometres of ocean to prevent industrial overfishing and human exploitation.

in the pool, and in a high-tech flume pool, to help swimmers gain the confidence to swim in the sea. Alongside the pool are wellness facilities – a reformer Pilates studio, yoga studio, physio and sports massage clinic, an outdoor gym and a sauna. There’s also social space – a beachside bar, speciality coffee shop and a restaurant that offers food options for athletes. There’s also a collection of carbon-neutral, modular business units which host a range of local independent retailers and sports businesses, including the SwimTrek head office, creating a real compound for wellness. ©Cybertrek 2026 Issue 8 2026

HCM PEOPLE

MIKE BUCK / CANARY WHARF / SEA LANES

The Sea Lanes model now has a facility at Canary Wharf in London

MIKE BUCK / CANARY WHARF / SEA LANES

What gave you the idea? The site started off as a disused playground in Brighton about 10 years ago. The council put together an open tender for it, stipulating that the use needed to be for leisure. A partnership of four of us put in a bid for a heated, 50-metre swimming pool. We identified that Brighton only had 44 per cent of Sport England’s recommended swimming pool provision at the time, mostly in ageing facilities, and this was an opportunity for the council to obtain a community swimming pool with zero council funds. Most pools in the area were splash pools and we identified a need for a training facility.

The 50m pool at Canary Wharf is aquifer-fed

Issue 8 2026 ©Cybertrek 2026

How is the business growing now? The Sea Lanes model has been duplicated in London with the launch of Sea Lanes Canary Wharf in June. Set within Eden Dock, this is an unheated, aquifer-fed, 50-metre, six-lane, natural floating pool. It offers a progression pathway to open-water swimming in Eden Dock, alongside – potentially in the future – paddleboarding, freediving and watersports. There are two saunas, powered by renewable energy, a restaurant, café, viewing deck and space for community events. In May this year, we also took over the operation of Hilsea Lido in Portsmouth, following a £7.75 million refurbishment led by Portsmouth City Council. It offers a 67-metre, unheated, freshwater outdoor pool offering family swim sessions, public lane swimming and open-water training. Around this are saunas, pop-up F&B and community space.

Hilsea Lido: sites with open water elements nearby work well

Lane ropes are in most of the time, and we operate it like this because the focus is to act as a bridge from indoor pools to open-water swimming

What age bands are welcome? It’s for anybody over eight-years-old, but it attracts fewer children because it’s designed for training. The lane ropes are in the majority of the time and we operate it like this because the focus is to act as a bridge from indoor pools to open-water swimming. Also, it’s a bit cold for family swims, or beginners or learners who stand around more. Currently, the pool is operating at 21 degree C, which is ideal for intermediate to advanced swimmers. How did the project come to be? It all started with an initial conversation I had with one of the SwimTrek guides who coincidentally also works at Canary Wharf Group. We talked about how nice it would be to have a swimming pool at Canary Wharf based on Sea Lanes in Brighton. The first discussion was only a couple of years ago, so the turnaround has been really quick. Canary Wharf Group were on board with having a community asset within Eden Dock that would give meaningful and improved access to nature and the

MIKE BUCK / CANARY WHARF / SEA LANES

How is Sea Lanes Canary Wharf going? Helped by fantastic weather, we’ve welcomed more than 35,000 swimmers since opening and we’re hitting well over 60 per cent capacity. It’s become a destination that people are talking about and has gained a lot of traction on social media with more than 6 million views across our social media platforms. Word of mouth is strong, so it’s been doing the marketing for itself.

waterside for their users and Londoners alike. Sea Lanes paid for the £4.5 million development and we operate the restaurant and coffee shop. South Downs Leisure runs the pools and sauna for this site.

What were the biggest challenges with getting these two Sea Lanes projects off the ground? Convincing the community and the landowner that a pool was required was very easy, as in each case the community was crying out for a pool. Finance is always a challenge, as traditional lenders believe that swimming pools don’t make money. For Brighton, planning and the look of the facility were also a challenge. It got rejected and we had to resubmit. As a result of that and the pandemic, it took nearly seven years to get that project up and running. ©Cybertrek 2026 Issue 8 2026

There are now plans to take Sea Lanes to other suitable sites in the UK

SEA LANES

HCM PEOPLE

Are these year-round businesses? Sea Lanes Brighton is a year-round business with the water heated to a minimum of 19°C, using thermal and solar pool cover technology. The temperature is set lower than an indoor swimming pool to act as a 36

Issue 8 2026 ©Cybertrek 2026

true stepping stone to open-water swimming, while remaining comfortable for year-round swimming. Both Canary Wharf and Hilsea Lido are unheated pools, so water temperatures will drop down to roughly 6°C–8°C in the winter, similar to sea temperatures. At that point, the saunas will become popular and the pools will become wellness facilities, attracting people for cold-water immersion paired with sauna sessions. The winter swimmer base is expected to split into hardcore open-water swimmers in wetsuits doing longer training swims; hardcore swimmers without wetsuits coming in for short dips and wellness seekers who visit primarily for the sauna offering and may take a quick dip afterwards.

What are your long-term ambitions? The goals are to grow both strands. We want to have the National Open Water Swimming Centre sites growing, as well as the community lido sites. The stepping-stone model for Sea Lanes works really well with SwimTrek – people train in the pool, go into open water, and then a SwimTrek trip can be the next step on their open water journey. ●

SEA LANES

Could the Sea Lanes model be replicated in other coastal towns or cities? That is the plan. It’s certainly a scalable model. We’ve been approached by a number of sites in London and coastal towns because providing a swimming facility open to the public that’s privately funded is an attractive model for local authorities. We’re in discussions for a number of new locations. Sites that have an open-water element nearby work really well, like being on the sea or by a lake. That doesn't exclude sites that don't have such immediate access to open water, as we could look at connecting with an open water site further away. They need to be in relatively high population centres to help with footfall and attract enough swimmers. Although there are different regulatory and financial requirements, there’s no reason this model can’t also work overseas.

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HCM PEOPLE

Movement is becoming a life tool rather than a hobby

Karen Lord Founder, Karen Lord Pilates Movement

You were in fashion before fitness. What did you bring from this first career? Fashion taught me details matter and I had to learn to deal with big budgets and people depending on me. I learned the psychology of people, places and group projects. The way something looks, feels and fits changes how people experience it. I realised I was far more interested in helping people feel good in their bodies than simply dressing them. That same attention to detail now influences everything I do, from how I teach movement to how I design our studios.

Lord learned from 'exceptional' Pilates teachers

How did you establish yourself in LA – one of the most competitive fitness markets? I never tried to be the loudest. Instead I focused on creating the best studio environment bringing all of my life experiences into the client experience.

KAREN LORD PILATES MOVEMENT / SHANNA FISHER

Was there a moment when you realised movement would become your life’s work? I was doing somatic healing work with a practitioner, one-to-one, and that personal connection coupled with movement was life changing. I wanted to bring that to the public and opened my first private studio. Clients would come because of back pain or wanting to get stronger, but what kept them coming was the connection we made. Trust. Seeing movement change someone’s relationship with their body reinforced that this was much bigger than exercise. This was mental health.

Every person who walks into my studios teaches me something. It’s my job to keep paying attention I invested heavily in instructor education, refined my method over many years and created an experience people couldn’t easily find elsewhere. In a major city with endless fitness options, consistency and quality become your greatest advantage. It’s a longevity plan.

Tell us about your method The Karen Lord method is rooted in classical Pilates and evolved for the modern body and contemporary applications. We maintain the precision and principles Joseph Pilates intended while incorporating contemporary understanding of biomechanics, athletic performance and human experience. Every exercise has a purpose and every cue matters. Our verbiage is inclusive and direct. Our clients feel powerful and capable after a class. It’s a mix of breath to movement sequencing and psychology. We’re constantly refining our method through instructor education, observation and experience. We change with the world, but always lead.

Tell us about your portfolio We currently have four Los Angeles studios, with our newest flagship on Melrose. Every location is intentionally different but shares the same philosophy: timeless high-end design, exceptional equipment and an environment that feels elevated without being intimidating. I personally design every studio. Every detail – from lighting and acoustics to flooring and flow – because I believe the environment influences how people move and feel. Clients feel the founder in the room and the care I put into spaces made for them. My human touch and love in all of the details is tangible, and sets us apart in a sea of sameness and faster, cheaper. Our flagship studio accommodates 20 reformers and two Cadillacs making it one of the larger boutique Pilates studios in Los Angeles, while still maintaining an intimate experience for our customers as a result of thoughtful design. ©Cybertrek 2026 Issue 8 2026

KAREN LORD PILATES MOVEMENT

There are currently four Karen Lord studios in LA

KAREN LORD PILATES MOVEMENT

HCM PEOPLE

What’s your business model and how many members do you have? We offer memberships, class packages and private training, because people have different lifestyles and goals. We want long-term consistency rather than short-term transactions. Our membership community continues to grow across all four studios. Pricing varies depending on membership level, class packages and private sessions, allowing people to choose the option that best fits their schedule and commitment.

lifestyle. We don’t believe in aggressive upselling and only sell in the studios and not online. We prefer offering products people genuinely want because they enhance the experience.

Do you have secondary spend income? Retail is an important extension of our brand. We curate apparel, grip socks and accessories that align with our aesthetic and our clients’

Tell us about your team We have approximately 30 instructors and support staff across our studios. Every instructor completes extensive training before joining our teaching team, regardless of previous certifications. We place enormous emphasis on education because we believe consistency between instructors is one of the defining characteristics of a premium Pilates experience, giving customers reassurance around our professionalism.

The Karen Lord method is rooted in classical Pilates

The goal should be empowering people to move well for life – however they choose – and with us all cheering each other on Issue 8 2026 ©Cybertrek 2026

How do you fund your growth and who owns the business? The business is privately owned by me and my business partner. We’ve taken a disciplined approach to growth, reinvesting into the company and expanding thoughtfully rather than growing simply for the sake of scale.

How important has branding been to your success? Incredibly important, but it has to be authentic. We were a respected brand before the Pilates boom and we’ve stayed true to our values since the beginning. Now we’re into our legacy years, we’re us but better. Every decision – from the architecture, furniture, custom reformer tweaks to the music we play and the way we communicate – reflects who we are as a founder-led team. A beautiful brand might get someone through the door once. A meaningful experience is what brings them back. We don’t do gimmicks. We deliver the most solid Pilates experience. What has driven the rise of Pilates? People have become more interested in longevity rather than simple physical aesthetics. They want to move well for decades, not just look fit for summer. Pilates sits at the intersection of strength, mobility, posture and injury prevention, it’s a lifetime practice that complements the way we move through life. Whether our client is a pro athlete or someone determined to build strength for the first time in their lives, Pilates is the foundation for safe, effective movement which makes it incredibly important, relevant and timeless. What do people misunderstand about it? That Pilates is easy or that it’s just a big stretch. It's incredibly challenging and while it will improve your flexibility, done well, it also assists in building strength, endurance, coordination and body awareness in ways many people don’t expect.

KAREN LORD PILATES MOVEMENT

Pilates can be a lifetime practice for many clients

How has the way people approach movement changed during your career? People have become much more educated. They’re asking better questions and looking beyond calorie burn when it comes to their wellbeing. Clients want results. They’re ready to work hard and build a consistent practice. There’s a growing appreciation for movement quality, recovery and sustainability and that’s an incredibly positive shift. It’s also becoming a life tool rather than a hobby. What advice would you give health club operators looking to do Pilates well? Don’t underestimate the importance of instructor education. Equipment is easy to buy, but expertise mixed with compassion and self aware professionalism isn’t. The instructor, and the way they’re trained and mentored, ultimately determines whether clients stay, see the results they want and trust your brand. What separates a great Pilates experience from an average one? The cueing, the music, feeling seen, feeling like you’re part of something – a greater vision. A movement. A truly great instructor connects with every client, communicates with precision and knows when to challenge and when to pull back and support. Beautiful studios are wonderful, but exceptional teaching is what changes lives. ©Cybertrek 2026 Issue 8 2026

HCM PEOPLE

A beautiful brand might get someone through the door once. A meaningful experience is what brings them back

What advice would you give women thinking about doing business in the sector? Focus on substance before scale. Build something small and unique that people genuinely value and don’t rush growth before you’ve refined your product. I started in one room in NYC and stayed there building my reputation for years, as Pilates wasn’t widely known. That’s how your reputation spreads, years of hard, good work. 42

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Pilates pairs well with performance training and longevity goals

Throw away your phone apps as your templates for success and meet other women founders who have success and years of experience. Offer to work for free, ask if you can trade help for knowledge and mentorship. Connect with people you respect and don’t think it will all be cute and fun or happen overnight. This business is gruelling and you have to work harder and harder now because of all the noise. Respect bigger players, ask for help and real connection and don’t ever give up.

Who has had the biggest influence on you? Joseph Pilates laid the foundation, and I’ve sought out exceptional teachers and had the pleasure of learning from some of the best in the world, but I've always had my own distinct vision and known what I wanted to create. I’m still doing it. Still learning from our clients, from my team. I learn from mistakes I see other studios making, and from my own missteps. Every person who walks into my studios teaches me something. It’s my job to keep paying attention. What should the industry do differently? We need to come together and stop the squabbles. Everyone is trying to be an expert. Some people are putting others down. There are no learnings there. We need to spend less time chasing trends and more time helping people build strong habits, empowering them to move well for life. l

KAREN LORD PILATES MOVEMENT

How have you found your experience as a female founder? I’ve been fortunate to build a business around something I genuinely believe in. So I’m going in with a sharp, strong standpoint and vision that people feel and react to. From the start I was training rock stars, pro athletes and Wall Street financial partners – big NYC players, both male and female. I had to hold myself with confidence in a room with the types of people who are not used to being led. In these scenarios you learn quickly that you have to be in charge, or the dynamic doesn’t work. I’m a quick study, I’m interested in the psychology of the individual. Training powerful people one-to-one taught me a lot – they react well to excellence and most want a challenge, especially in the case of pro athletes, when their game would immediately improve. The sexism I experience comes from people such as brokers, contractors and attorneys who are always poking their heads around the corner looking for the man to ask the big questions. I have a male business partner now but the decisions are mutual and we have great respect for each other. People are both challenging and interesting in relation to their gender identity. All come with trauma and projections. I’m tough but ultimately I’ve learned that competence and integrity speak louder than anything else. Especially with the detractors. Confidence is quiet and respect is earned.

The UK’s exclusive supplier of SPORTEC® gym flooring Define your strength, fitness and functional training zones with one of our anti-slip rubber floor coverings or maybe utilise our bespoke, seamless polyurethane surfaces to transform your health and wellbeing spaces. Whatever your flooring requirements are we can help to create exceptional training environments for your members.

C O N TAC T U S N O W T: +44 (0) 1706 260 220 E: Sales@TVS-Group.co.uk www.TVS-Group.co.uk ©Cybertrek 2025 Issue 5 2025 69

22 OCTOBER 2026

Queen Elizabeth II Conference Centre, London

GLOBA L EVENT

Fitness, health, wellness Excitement is building for the new all-keynote HCM Summit 2026 from HCM magazine and Spa Business magazine. The event will bring together a powerful lineup of speakers to share insights and experience, with a focus on business success and innovation. You’ll go away inspired and informed, with ideas to implement in your professional life, as well as valuable contacts and access to best practice to drive your success as we head into 2027.

Liz Terry HCM editor and CEO of Leisure Media

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

Platinum Partner

Gold Partner

Innovation Partner

Silver Partner

Bronze Partner

MEET THE SPEAKERS Chair Humphrey Cobbold

Alex Perry

Sondre Gravir

Chair, PureGym

CEO, Nuﬃeld Health

CEO, SATS

Oliver Patrick

Anna Milani

Jonathan Fisher

CEO, Pillar Wellbeing

CEO, Brain & Fitness

CEO, Tribute Brands

Marc Diaper

John Oxley

PJ Nuitten

CEO, Fitness First UK

CEO, Life Leisure

CEO, Jims

Dr Hussain Al-Zubaidi

Duncan Jeﬀord

Harry Aikines-Aryeetey

Lifestyle and TV doctor

MD, Everyone Active

GB sprinter, TV personality and You+ ambassador

CONTACT JAN WILLIAMS TO EXPLORE PARTNERSHIPS E: janwilliams@leisuremedia.com T: +44 (0)1462 471909

Book your tickets at www.HCMsummit.live/register

I NTERV I E W

Nuﬃeld Health’s CEO talks to Kate Cracknell about waking a sleeping giant and an ambition to deliver over £2bn in cumulative social value by 2030

NUFFIELD HEALTH / RADSKIPHOTO

You describe Nuﬃeld Health as a sleeping giant. Why is this? When I came on board in September 2024, I joined a fantastic organisation – one with great heritage, charitable status and a unique combination of healthcare and fitness expertise and infrastructure. The opportunity to do something genuinely different, bringing the power of exercise into healthcare, was both real and exciting. I also saw huge scope for the organisation to go much further. I do believe it was something of a sleeping giant – particularly in fitness. It had a great team, but they needed more backing and direction, while many clubs needed reinvestment. As one of the UK’s largest operators, there was far more potential than was being unlocked. Injecting new energy and direction is one of the biggest duties of any leadership team, so that’s what we’ve been focused on over the past 18 months, setting ambitious goals and investing at a level the business hasn’t seen for many years.

What are the investment plans? We’re looking to create a virtuous circle: the more we invest, the better we perform, the more we’re able to invest again. Across an estate of 110 clubs, this year we have significant investment going into around 50 – upgraded gym floors with the latest Life Fitness equipment, new showers and changing rooms – with smaller improvements across many more. Reformer Pilates is also now available in over 20 clubs, with more studios planned. We’ll continue to expand this reinvestment programme to deliver a superb product across all sites, complemented with enhanced digital fitness and nutrition support. (See Gurpreet Gujral profile, HCM issue 7, 2025 www.hcmmag.com/GG). We’re also growing our group exercise capacity to meet member demand. Last year, we offered over 12 million exercise class spaces –

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ALEX We’re looking to create a virtuous circle: the more we invest, the better we perform, the more we’re able to invest again

E 202 6

KEY N

SPE AK

PERRY

TE O

www.HCMsummit.live See Alex Perry at the HCM Summit 2026. Click to book

Perry and his team have focused on injecting new energy into the business

©Cybertrek 2026 Issue 8 2026

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around a million a month – and we want to add a further 150,000– 200,000 a month. Reformer Pilates is part of that, alongside a new three-year partnership with Les Mills. We’re also creating more flexible group exercise spaces on our gym floors to help maximise participation. We’re also focusing on doing the fundamentals better: constantly reviewing the timetable, putting popular classes on when

More flexible group exercise spaces are being built into the gym floors

Tell us about your recent strategy update Our Nuffield Health 2025 Annual Report outlines Five Ambitions that apply as much to our fitness business as to our hospitals. The first is to provide the best care and support you can get anywhere. We look after the lives of 1.6 million people a year through our hospitals and our fitness and wellbeing centres, so it has to be our top priority. The second is to deliver the best possible customer and patient experience. We’re already well-rated externally and, from a fitness perspective specifically, we’re investing heavily in our health clubs and our digital offering to continue to raise the bar. Third is to become the best place to work in health and wellbeing in the UK. I always say we won’t achieve the other four

NUFFIELD HEALTH

I see us leading the charge, bringing movement into medicine and medicine to movement

people want them and making good use of virtual classes where live demand doesn’t justify a studio session, for example.

NUFFIELD HEALTH

A record £1.6m of social impact was delivered with free Nuffield plans in 2025

ambitions unless we achieve this one, so I’m delighted to report that in 2025, we saw measurable improvements in colleague engagement as well as customer satisfaction. Fourth is to be at least as efficient and productive as our competitors, which we’re making progress on. And fifth is to multiply our social impact and our sustainability. We saw great progress on this in 2025, growing the social value delivered by our free health improvement programmes by a third and cutting our scope 1 and 2 carbon footprint by 6,000 tonnes of CO2 equivalent. All five ambitions have robust measures behind them, from NPS and external ratings to financial results, quality standards, patient outcomes, colleague engagement and more.

How financially successful is your health club operation? In 2025, we delivered a healthy improvement to our financial surplus [the charitable equivalent of profit], which grew to £122.7 million from £91.9 million in 2024 – an increase of 33.5 per cent in one year. As a charity, a strong performance like this isn’t our only goal. What really matters is what that performance enables us to do – we also delivered a record £166m

of social impact from our free health improvement programmes, for example.

Tell us more about Nuffield's social impact work The first of these programmes to launch, in 2019, was our Joint Pain Programme – a 12-week intervention followed by six months’ free access to our gyms. Now available in all our fitness and wellbeing clubs across the UK, the results that we see are consistently compelling. Participants report an average of 35 per cent reduction in joint pain, with doctor’s visits also down by a third. People become less isolated, too, with social life improving and many individuals returning to work after long periods off sick. Also from our Joint Pain Programme, we’ve clinically validated evidence of movement as effective medication in the treatment of conditions such as anxiety and depression – and specifically, movement in a group setting that normalises being in a gym. We see some people get to the stage where they no longer need medication. We’ve worked with Manchester Metropolitan University to independently verify these findings, with the data showing these outcomes holding true at 12 and 24 months. ©Cybertrek 2026 Issue 8 2026

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Reformer Pilates is a growing part of the business, alongside a new three-year partnership with Les Mills

Nuffield Health currently has 110 fitness and wellbeing clubs

NUFFIELD HEALTH / D EASTON

You say Joint Pain was first to launch. Are there more? We noticed that a lot of the individuals going through the Joint Pain Programme had other long-term conditions – as we get older, that’s often the reality – and that our intervention was having a positive impact on these, too. And so, in 2025, we launched another structured exercise offering: our Long Term Conditions Programme, designed for people living with conditions such as diabetes, breathlessness and heart disease. This 24-week intervention draws not only from our Joint Pain learnings, but also from our COVID-19 Rehab Programme which saw participants experiencing a 34 per cent improvement in breathlessness, a 36 per cent improvement in fitness and a 37 per cent improvement in functional capacity. Developed in partnership with Manchester Metropolitan University and 50

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the Manchester Institute for Health and Performance, the Long Term Conditions programme is led by specially-trained Nuffield Health rehab specialists. It’s currently available in 43 locations, with plans to reach 80 in 2026 and early results suggest it can be as effective as medication for some of these conditions. More detailed results are due at the end of September. We now plan to scale our programmes to provide 50,000 free places annually by 2027, with an ambition to become a

ABOUT NUFFIELD HEALTH Nuffield Health is the UK’s largest healthcare charity, with a network spanning hospitals, fitness and wellbeing clubs, medical centres and workplace wellbeing services. It was founded in 1957, taking the name of philanthropist Lord Nuffield. Today it operates as a trading charity: it does not have shareholders or investors and does not rely on fundraising, with income reinvested in its purpose of building a healthier nation. Fitness became central to the model after Nuffield acquired Cannons Health and Fitness in 2007. The following year, its hospitals, fitness and preventative health businesses were brought together under the Nuffield Health name. Its 110 fitness and wellbeing clubs therefore sit within a broader healthcare ecosystem, linking exercise with prevention, physiotherapy, rehabilitation, health assessments and clinical care, while also providing venues for free charitable programmes addressing unmet health needs.

real-world research lab into the power of exercise on long-term conditions.

Do you have other free programmes? Our latest launch is a Cancer Activity Programme. There’s a lot of research showing that exercise during and after cancer treatment improves not just quality of life, but also treatment outcomes. For example, in a 15-year study published last year and conducted among colorectal cancer patients, those taken through a structured exercise programme had a 30 per

cent lower mortality rate after five years than those simply given advice to exercise. These are amazing results, yet this is still something that’s rarely prescribed to cancer patients. It gets to the heart of a challenge across fitness generally: we all know we should exercise more, but we don’t because of the usual barriers of time, motivation, not knowing where to start and so on. Now imagine you also have cancer, you’re mid-treatment, maybe you’ve had major surgery, you’re worried about making things worse. The barriers ©Cybertrek 2026 Issue 8 2026

I NTERV I E W The Joint Pain Programme is both self- and GP-referred

NUFFIELD HEALTH

We’ve got an ambition to become a real-world research lab into the power of exercise on long-term conditions.

in your own mind are huge – which is why having experts show you what’s possible, and what to watch for, matters so much. Our new programme comes after a five-year research trial among men living with prostate cancer, conducted by Nuffield Health in partnership with Sheffield Hallam University and Sheffield Teaching Hospitals NHS Foundation Trust. Following on from this, our first programme to launch is designed for prostate cancer patients. We’re planning to move into other cancer types, likely breast and bowel, later this year or next. The group setting, generally 10-12 individuals, is proving hugely powerful. Men aren’t exactly known for talking about their health, but when they’re with others who are going through a similar experience, they open up. They provide something akin to counselling to each other, as well as the mutual motivation to stick with the programme. Issue 8 2026 ©Cybertrek 2026

Where are the referrals coming from? Our programmes are offered within our clubs and, increasingly, in community settings too. Joint Pain is both self-referred and referred to by doctors, while Long-Term Conditions requires a referral from a GP, pharmacist or other healthcare provider and our cancer programme takes referrals from oncologists. Predominantly, these referrals are coming from the NHS rather than from within Nuffield Health itself, which is genuinely encouraging to see. The NHS is also putting around 3,000 of its own colleagues through our Joint Pain Programme, which we deliver free of charge for them. We’re now aiming to reach £2bn in cumulative social value by 2030 – well over £0.5bn a year. That growth will come mostly from the three

NUFFIELD HEALTH

Nuffield Health is planning to expand its Cancer Activity Programme

NUFFIELD HEALTH

programmes we already have: more sites, more community delivery, more forms of cancer addressed, more people supported. There are around 3.5 million people in the UK living with cancer – a large cohort still to reach.

What more can fitness do to close the gap with healthcare? It’s over 10 years since the Academy of Medical Royal Colleges published a report calling exercise a miracle treatment, but we still don’t have full traction: Nuffield Health’s latest Healthier Nation Index found that just 8 per cent of people with long-term conditions are advised to exercise by a GP or healthcare professional. Meanwhile, the country is facing a big squeeze: an ageing population, growing rates of long-term

conditions, rising healthcare costs. We simply can’t carry on with old models of care. Even if they’re effective, which isn’t always the case, we won’t be able to afford them. We need interventions that have a big impact but are relatively low-cost – and exercise is one of them. And so we have to keep pushing this agenda, working through bodies such as the Royal College of GPs, getting case studies into the public domain and raising the profile of exercise as an intervention. Nuffield Health is in a genuinely unique position here, with robust medical credentials, extensive experience and the rigorous research we sponsor allowing us to speak with credibility. We’re not alone in these efforts, of course, but I see us leading the charge. l ©Cybertrek 2026 Issue 8 2026

SPONSORED

FITNESS PARK The concept developed by Fitness Park and BLK BOX has taken functional and hybrid training to a new level, creating a flexible, scalable concept that can be rolled out across the company’s estate

whether preparing for their first competitive event, building a serious strength base or simply improving their overall health and fitness. The concept also needed to work across Fitness Park locations with a wide variety of formats and footprints.

BLK BOX

hree miles southwest of Paris, Fitness Park Malakoff is one of a number of clubs set to be reimagined as part of a partnership between Fitness Park and strength equipment specialist BLK BOX. Fitness Park Group operates more than 400 owned and franchised clubs across mainland France, as well as Spain, Italy, Portugal, Belgium and Morocco and its brief to BLK BOX was focused and future-driven. The goal was to create a scalable hybrid training zone that would be Hyroxready, while remaining flexible enough to adapt to emerging training trends, including ATHX, functional bodybuilding and other forms of hybrid training. The aim was to create a highperformance environment where members could train with real intent,

Building a flexible model

Working together, Fitness Park and BLK BOX refined the concept and overall offering, creating a training zone that combines weight training, cardio, Hyrox preparation and group exercise in a modern, spacious environment. The new Fitness Park concept includes custom turf and flooring, BLK BOX 3 Series rigs, sleds and air bikes, as well as the Nexus functional trainer integration, configured to support pullGreg Bradley, founder, ups, gymnastics, squatting and cable work. The space also features a range BLK BOX of smaller functional training equipment and accessories, including custom wall-ball targets. At Malakoff, BLK BOX has also introduced a number of its signature upgrades to create visual impact and The space includes reinforce the identity of the space, including stainless a range of functional steel racks and custom-branded plates carrying the training equipment Fitness Park colours and logo. These include a new dual-grip plate which is currently being tested.

“Fitness Park delivers a premium training environment where members can build strength, develop conditioning and prepare for competition with confidence”

BLK BOX / FITNESS PARK

Designing for flow Another hallmark of the concept is custombuilt storage, designed to keep the training space uncluttered and maintain good flow between areas supporting different styles of training. BLK BOX founder Greg Bradley says the Fitness Park team was closely involved throughout. “The Fitness Park team has been heavily involved throughout the concept development and the 54

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BLK BOX / FITNESS PARK

Fitness Park is rolling the new concept out across its estate

FITNESS PARK

BLK BOX refined the concept and created new training zones

mobilisation period. They’re very producthigh-quality environment tailored focused and place a lot of importance to functional and hybrid training.” “Fitness Park has on the quality of the member offering. BLK BOX will also support Fitness always aimed to deliver “Their product team has been closely Park with its annual Fitness Park Heroes the best possible fitness competition, which begins in Q3 2026 involved in developing and refining the equipment and layouts with us, which has experience, accessible and culminates in a final in 2027. made it a very collaborative partnership.” Bradley says: “With regional to everyone, while Minimising downtime is also a embracing new trends” qualifiers taking place in clubs, it will consideration. BLK BOX plans be a good opportunity to see the Florent Williamson, unloading, construction and equipment new functional spaces being used in concept manager, installation to get each training zone a live competition environment.” Fitness Park operational as quickly as possible. Fitness Park’s project management Ready to roll out team also has a detailed understanding of With the Malakoff site complete, the focus is the estate, helping to make the logistics and turning to rolling out the concept across more installation process relatively seamless. clubs, while retaining the quality, flexibility and identity developed at the Paris site. A shared training philosophy Bradley says: “Fitness Park delivers a premium Florent Williamson, concept manager at Fitness Park, training environment where members can says: “Fitness Park has always aimed to deliver the best build strength, develop conditioning and possible fitness experience, accessible to everyone, prepare for competition with confidence. while embracing new trends and ways of training. “By combining durable equipment, considered “In line with our tagline, ‘Se dépasser, se surpasser’ layout design and expert installation, the – to push beyond and surpass yourself – we share partnership between BLK BOX and Fitness Park a common DNA with BLK BOX. This partnership has created a space that reflects Fitness Park’s has allowed us to build a flexible, scalable concept performance standards and ambitions.” l across our locations, providing members with a More: www.blkboxfitness.com ©Cybertrek 2026 Issue 8 2026

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Everyone’s talking about

Strength training for women Kath Hudson asks the experts what is needed to make women feel comfortable and empowered to strength train

omen are moving towards strength training and a number of independent datasets suggest this is a long-term shift rather than a short-lived trend. Strava’s 2024 Year in Sport Report identified weight training as the fastest-growing activity among women, with uploads increasing 25 per cent year on year, while in the UK, YouGov found that 26 per cent of women who exercise independently now use weights or bodyweight exercises. Sport England data also shows women’s participation in weights sessions is continuing to rise and the direction of travel isn’t new. Sport England was already reporting significant increases in weights, interval and gym sessions among women back in 2019, suggesting the current enthusiasm for strength training is the acceleration of a trend that’s been building for a number of years. The wider growth in women’s engagement with fitness is also significant. Sport England says 7.6 million women aged 16+ in England now take part in fitness activities at least twice in any 28-day period – almost 1.3 million more than in 2021. This category includes resistance machines, free weights, kettlebells,

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dumbbells and barbell weight-lifting, as well as other gym-based activities, so the figure can’t be attributed to strength training alone, but it gives context for the wider change taking place on the gym floor. However, despite this growing interest, research based on Sport England data found only 4.3 per cent of women aged 19 – 65 in England were undertaking two muscle-strengthening sessions a week in line with UK guidelines. Participation is also skewed towards younger women and drops sharply in middle age and beyond. In the US, CDC data found that 73 per cent of women didn’t meet federal strength-training guidelines. While reformer Pilates can improve muscular strength, posture, functional fitness and body composition, the evidence suggests it’s less effective than progressive resistance training for maximising strength and muscle development. Pilates alone has not been shown consistently to increase bone mineral density, so strength training, combined with weight-bearing or impact exercise, is recommended to support bone health and help reduce osteoporosis risk. Hilary Rowland, CEO of boutique operator Common Bond, says there’s more interest in

Women of all ages can benefit from strength training

CRUNCH FITNESS CRUNCH / MURPHYMADE

strength training than any other modality the company offers and believes it could soon outpace reformer Pilates in terms of popularity. Earlier this year the company launched BarreLift – which brings progressive strength training into barre classes – and reported even more interest than when it launched Reform Burn and Boom Cycle Strength. “With more research on the effects of strength training on the female body, we might be looking at the next reformer Pilates-level boom with BarreLift, just as reformer hits mass capacity,” she says. The spending power of mid-life women presents a massive opportunity for the sector. In the UK alone, the menopause treatment and supplements market was valued at around £384 million in 2024 and is

forecast to grow at a compound annual rate of 4.8 per cent. Many other industries are also targeting this demographic, including pharmaceuticals, digital health apps, skincare and wider wellness services. Menopause also causes an economic drag – an NHS Confederation report estimated that around 60,000 UK women are not in employment as a result of perimenopause or menopause, representing a direct economic impact of around £1.5 billion a year. Many older women know they need strength training, but most don’t know where to start and few have access to a facility where they feel at home. They also have a specific set of needs which most gyms are, unintentionally, not meeting. How is the industry responding? We ask the experts… ©Cybertrek 2026 Issue 8 2026

DR ASHLEY GLUCHOWSKI

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Although there is a lot of information readily available about strength training, it doesn’t appear to be helping women to actually get started Dr Ashley Gluchowski Clinical exercise physiologist

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and women-only, small group classes are one way to support more women to try strength training. BeWell, Wigan Council is working in this space and has hosted free seminars to help women better understand what strength training is, and what it isn’t; the multitude of benefits of it and how to get started. BeWell, Wigan Council has also offered women-only, small-group Stronger with Age classes to increase women’s competence by teaching technique, programming principles, and how to progress their training. Women are not only gaining strength, fitness, and physical health, but gain the knowledge, skills, confidence, a sense of belonging, autonomy, and a belief in their own capabilities needed to continue their strength training journey well into later life.

SHUTTERSTOCK / PEOPLEIMAGES

trength training isn’t a nice to have, it’s an essential component of healthy ageing and has been shown to have one of the broadest range of benefits of any intervention. It can promote a better mood and higher energy levels, improve musculoskeletal and neuromuscular health, reduce the risk of developing chronic pain and disability, cognitive decline, impaired mental health, non-communicable diseases and premature all-cause and cause specific mortality. However, many women still aren’t strength training. Some research suggests that as few as 4 per cent of women are participating in the recommended twice-weekly muscle-strengthening exercises, despite more women understanding the benefits of doing so and we need to address this. Women spend up to 24 per cent more of their lives in poor health when compared to men, with some women spending more than 20 years living in poor health. We’re well aware of the barriers to strength training in women. The most common include gender-based stigma, that women should be in the aerobic areas of the gym, a lack of routine and other structural or social support, a perceived risk of injury due to incorrect technique, the lack of supervision, and the lack of results from under-dosed programming. Although there is a lot of strength training information available, it doesn’t appear to be helping women to actually get started. This is because messages are often confusing, factually incorrect, or misleading, leading to decision paralysis, overwhelm, and ultimately, inaction. The fitness industry can easily address these known barriers

Dr Ashley Gluchowski

Kristie Larson Tension

Women want to be treated like competent adults, not a body project or a spectacle in the weight room

TENSION

trength training is literally life-saving and women deserve better access to it. At Tension, our mission is to close the strength gap and help every woman feel confident and comfortable lifting. Women want to be treated like Kristie Larson competent adults, not a body project or spectacle. They want to train where they feel comfortable and considered and can focus, strategy – it’s the intangible element that changes rather than feeling they’re being watched. how people show up. Women train more consistently They want clear instruction on how to lift heavy, when they’re part of a group they care about. They safely and want to understand how to modify and push harder because they’re connected to people to intensify so each workout is right for them. around them, not because they’re trying to be perfect. Since launching Tension, we’ve learned some Clarity beats motivation every time – give people a clear plan and tell them what to expect. They’ll valuable lessons. Community is not a marketing stick around through the hard parts because they understand why they’re there and what they’re building towards. Be honest about what Strength training is strength training does and doesn’t do. Women essential for a healthy have been lied to by the fitness industry for ageing routine decades. When you’re straight about the science and realistic about the timeline, you build trust. People don’t come to us seeking a quick fix, and we don’t promise them magical transformations. We make a mutual commitment to working hard together to help them reach their training goals. Our members stay because the workouts are sustainable and designed to avoid burnout, the trainers are experts at making strength training accessible, and the community is kind and welcoming. Our members feel as though they’re part of something, not just consuming a service. The model isn’t built on constant new member acquisition, but on community and consistency. Members tell us that strength shows up everywhere. They notice it when they’re carrying groceries and playing with their kids. One said she feels confident in her physical strength for the first time in her adult life. It’s time to stop treating women like a special population. More than 70 per cent of group fitness participants are women, and now there’s more awareness of how women benefit from strength training, the focus shouldn’t be on simply including women in a male-oriented model, but on creating fitness experiences with women’s strength at the forefront. That means thoughtful design, knowledgeable trainers and programming built from the ground up with women’s physiology and lived experiences in mind. ©Cybertrek 2026 Issue 8 2026

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Kerry Curtis Total Fitness

TOTAL FITNESS

n our White Paper, Women and the Gym: un-met needs and the role of women only spaces, we discovered that women are silently excluded from the mainstream gym environment, with their emotional needs written out, unconsciously and unintentionally. The research reflected that there is a great deal of interest among women in joining gyms – only 34 per cent of women non-members say they have no interest, which means that two thirds are open to the idea. However, we also discovered it is wrong to assume that once women have joined a gym, they’ve overcome all the major barriers. Having a membership doesn’t equal feeling comfortable in the space. The concept of emotional infrastructure runs through the research. A gym experience isn’t just shaped by equipment and programming, but by sightlines, density, mirrors, acoustics, layout, staff visibility and the general feeling. Half of current

Many women rate staﬀ visibility at gyms as ‘very important’

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women members rate staff presence on the gym floor for safety and comfort as ‘very’ or ‘extremely’ important. Cleanliness matters even more, with 62 per cent rating it ‘very’ or ‘extremely’ important. Before joining The Women’s Gym, 22 per cent of members reported doing no physical activity over the prior four-week period. After joining, that figure fell to 1 per cent. Prior to joining, only 14 per cent exercised nine or more times per month, after joining, 48 per cent did so. When asked why they had chosen Women’s Gym, 76 per cent cited comfort, while safety or harassment concerns were mentioned by 23 per cent. If women feel they need to be ‘ready’ before they walk through the door, then we haven’t designed environments that truly support them. This isn’t a motivation gap, it’s a design challenge, and one we have a responsibility to solve. For our Women’s Gyms that shows up in many ways such as familiar pieces of kit as soon as they walk through the door, calming colours and materials, mirror-free workout areas, subtle privacy and staff as and when they need them. Women-only health clubs should not be seen as divisive or as a gimmick, but as one evidence-based

Having a health club membership doesn’t equal feeling comfortable in the space confidence, consistency and ultimately the strength habits that deliver long-term health benefits. While not every operator can or should copy the same format, the sector should take design-led adaptation more seriously. Action can take many forms: better capacity management, more thoughtful layouts, stronger staff presence, dedicated strength pathways for beginners, recognition of women's different life stages, and in some cases women-only provision. If we genuinely want more women, particularly those in midlife, to participate in strength focused workouts, we need to stop expecting them to adapt to the gym and instead design gyms that adapt to them. TOTAL FITNESS

response to a recurring participation challenge and an option that can lower self-consciousness and reduce the threshold for entry for some users. We're taking that thinking one step further with the launch of reformer Pilates under The Women's Gym brand. Reformer isn't a replacement for progressive strength training, but it provides an accessible gateway towards it. For many women, particularly those returning to exercise or lacking confidence, it offers a supported, instructor-led experience that is time-boxed, develops body awareness and movement quality, and allows them to build mastery over a piece of equipment. That progression is reflected in what we see in the gyms. Our most popular group exercise classes are full-body strength sessions alongside yoga and mat Pilates inspired classes. Rather than viewing these as separate activities, we see them as complementary stages of the same journey: helping women to build

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We’re watching women’s relationship with fitness and strength evolve in real time Katherine Mason LiftHer and SculptHouse

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SCULPTHOUSE

he market for women who want to strength train but don’t know where to start is the fastest-changing part of our sector. With around 73 per cent of women still not meeting the recommended guidelines for strength training, there’s a huge gap between wanting to do it and actually feeling comfortable enough to start. That gap isn’t a demand problem, it’s a supply problem. What’s commercially interesting is who sits in that gap – a large share are women who train consistently and have simply never had a credible route into loaded strength work. They’re already spending on fitness and they are already habitual. They just haven’t been given a product built for them. There are three main barriers and none of them are fixed by telling women that lifting is good for them – most already know that. They are fixed by building the room, the programme and the training properly. The first barrier is the room itself. Most strength floors are laid out for people who already know what they’re doing – equipment you have to share, no obvious starting point, and an upspoken expectation that you’ll create a workout on your own and work your way through the room. The second is the lack of an individual programme that progresses over time. The third is information overload – the amount of content available has made people less confident, not more. Women want to learn form, load selection and progression. LiftHer has been curated to be welcoming and addresses all of those barriers. It’s women-only and every member has her own station, surrounded by people who are learning and growing alongside her. Classes are intentionally small, with two trainers who can provide individual attention. It feels like a semi-private training session with the camaraderie of a group fitness class.

Katherine Mason

As women build confidence, they can transition into OpenRack sessions, which solves the problem most boutique concepts have of teaching someone to be capable and then have nothing to offer them as a next step. Members can track meaningful progress through DEXA scans, measuring real results such as muscle mass and body composition. That means progress is measurable, and measurable progress is the single most reliable driver of people being excited and engaged. We’re watching women’s relationship with fitness and strength evolve in real time. They’re thinking about longevity, building muscle, bone health, energy, and feeling capable in their everyday lives. Strength training checks all of those boxes. That’s not a marketing angle that goes out of fashion. It’s a health rationale that strengthens as the population ages. My view is that a women’s area within a mixed facility is a floorplan, not a product. It changes where she stands; it doesn’t change the programming, the coaching, or who else is in the room. There are still so many women who want to lift but don’t feel comfortable without the right support. When they feel supported, they stay consistent. And that’s where the real transformation happens. ●

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INSIGHT

The ceiling

RISES

THE GYM GROUP

New PwC research finds the UK’s High Value, Low Cost gym market still has significant headroom, despite rapid expansion, as Liz Terry reports

The market has continued to grow as new sectors and locations are opened up 64

Issue 8 2026 ©Cybertrek 2026

The Gym Group commissioned independent research from PwC

HVLC operators are doing more than filling an existing market – they’re helping to enlarge it

Headroom refuses to shrink Perhaps the most revealing comparison is between the two most recent studies. Between January 2024 and January 2026, the operating base increased from 756 to 884 gyms – another 128 locations – yet Strategy&’s estimate of remaining headroom stayed at 600 – 850 sites.

THE GYM GROUP

wC has been assessing the capacity of the UK’s low-cost gym market for more than a decade. Its latest assessment suggests the sector still has room for another 600 – 850 clubs – despite having already grown far beyond the ceiling envisaged when the research began in 2013 Back in January 2013, there were just 159 lowcost gyms in the UK and PwC estimated the market would ultimately be able to support 600 – 750 clubs. Thirteen years later, the sector has not only passed the top end of that original forecast, it’s done so comfortably and PwC counted 884 HVLC gyms in its January 2026 headroom analysis (Table 1). Yet rather than the opportunity running out, the estimated ceiling has continued to move upwards. PwC now puts the potential at 1,500 – 1,750 locations, leaving room for another 600 – 850 gyms. In other words, the market has added 725 gyms since the first study, while the estimated remaining headroom is now at least as large as it was at the beginning. The series of five studies has been carried out since then by PwC’s strategy consulting business, Strategy&, and commissioned by The Gym Group. It provides an unusual longitudinal view of a market that has repeatedly proved capable of supporting more supply than expected, with reports published in 2013, 2015, 2019, 2024 and now 2026.

This is because PwC simultaneously raised its assessment of the market’s ultimate capacity from 1,350 – 1,600 to 1,500 – 1,750 gyms. On the rounded figures, operators have therefore added 128 locations without materially eating into the estimated opportunity ahead, suggesting this is not simply a market working its way through a fixed inventory of viable sites. As operators learn to make new locations and formats work, participation grows, the proposition develops and the addressable market appears to expand.

Why does the ceiling move? The answer lies partly in the way the operating model itself has evolved. PwC’s methodology analyses different types of UK catchment, estimates the residential adult population necessary to sustain standard and smaller-format gyms and extrapolates those assumptions across the country. Each successive period of expansion has then produced more evidence about what operators can make viable. By 2023, 53 per cent of low-cost gym catchments had populations below 100,000 – an increase of 10 percentage points in five years. Operators were proving they could trade successfully in smaller towns and suburban markets that might once have fallen outside the model. ©Cybertrek 2026 Issue 8 2026

INSIGHT

PURE GYM

Gym membership penetration continues to rise across our markets and the value segment is taking an increasing share of that growth Alex Wood, CEO, PureGym

The Gym Group’s own development illustrates the point. Following the 2019 PwC work, then CEO Richard Darwin told HCM that the operator had concluded it could not rely solely on its traditional 15,000 – 16,000sq ft largebox model and developed an approximately 8,000sq ft format capable of accessing towns with catchments below 70,000 people, while also exploring additional models for niche markets. What looks like saturation under one operating model can therefore become white space when the format changes – something highlighted by PureGym’s Rebecca Passmore at the HCM Summit in 2025 (www.HCMmag.com/passmore25). The same principle applies to infill. PwC says operators are increasingly demonstrating that catchments already containing an HVLC

From low-cost to high-value There has also been a fundamental change in the product being sold and PwC has deliberately moved from the terminology ‘low-cost’ to ‘high-value low-cost’. The original proposition centred on stripping away non-essential services to deliver an accessible monthly price. Today’s HVLC operators are maintaining that value positioning while adding increasingly sophisticated experiences. Premium membership tiers, upgraded studios, digital integration, recovery and other addons are starting to blur the traditional dividing line between value and mid-market fitness.

PURE GYM / JAY CAIN PHOTOGRAPHY

PureGym has been evolving and refining its format

gym can support another club, increasing the potential density of the market.

The striking story is not simply that there is room for another 850 HVLC gyms in the UK – it’s that the estimated ceiling keeps rising

PURE GYM / JAY CAIN PHOTOGRAPHY

PwC says HVLC could win up to 8.5 per cent of the market

PureGym is one example. The operator has been testing Recovery Zones featuring infrared sauna with red light therapy, dry cold plunge, cryo and hydromassage, while also experimenting with reformer Pilates and expanding dedicated women’s workout spaces. The Gym Group is also developing its proposition, with upgraded club features such as enhanced zoning and equipment – including glute and women’s workout areas, Hyrox and small group training, while the operator is also exploring how recovery can be incorporated while remaining within the HVLC model. This evolution matters to PwC’s headroom thesis because it widens the addressable audience. HVLC operators are not only reaching people who previously had no convenient affordable gym; they can increasingly compete for consumers who might once have chosen a higher-priced or mid-market club. This could allow the value segment to capture a greater share of overall fitness market growth while maintaining the economics that enable rapid rollout. PwC’s previous analysis illustrates the scale of the potential participation shift. Low-cost gym penetration increased from 1.5 per cent of the UK population in 2014 to 4.3 per cent in 2023. Its 2024

capacity model implied this could eventually reach 7.2 – 8.5 per cent if the market achieves its full potential. This looks like a big jump, but PwC calculates that reaching this level over the next 10 – 20 years would require annual market penetration growth of only around 0.1 – 0.4 percentage points, which is consistent with historical trends.

More people, training more often The latest study identifies additional reasons participation could rise. Younger consumers are considerably more likely to use gyms, with around 29 per cent of Gen Z including gym-based exercise in their routines, compared with 25 per cent of Millennials and 18 per cent of Gen X. Population growth will also increase the number and size of viable catchments, while the continued expansion of operators makes gyms physically accessible to more people. PwC also identifies two newer trends: weight loss drugs and ‘omni-fitness’. Its June 2026 survey of 2,315 UK consumers aged 18 – 65 found a 22 per cent net increase in reported gym use among people while taking weight loss medication. ©Cybertrek 2026 Issue 8 2026

INSIGHT

Table 1

A moving ceiling Assessment date

HVLC gyms

Estimated total market potential

Estimated headroom

January 2013

159

600 – 750

450 – 600

February 2015

301

900 – 1,000

600 – 700

January 2019

654

1,200 – 1,400

550 – 750

January 2024

756

1,350 – 1,600

600 – 850

January 2026

884

1,500 – 1,750

600 – 850

SOURCE: STRATEGY&, PWC

Meanwhile, omni-fitness describes consumers combining multiple types and locations of exercise rather than relying on a single provider. Rather than threatening HVLC gyms, PwC argues this could favour them: an affordable, flexible gym membership can sit alongside boutique classes, sport, outdoor exercise and other paid fitness experiences. On PwC’s current comparable definition, HVLC club numbers increased by around 75 per cent between 2018 and 2026, while the value of the segment more than doubled. HVLC operators now account for around 42 per cent of private sector gym memberships and around 20 per cent of private sector market value.

Turning theory into openings There are signs operators may already be finding ways to accelerate the process envisaged by PwC. PureGym’s H1 2026 results showed 15 UK gym openings during the first six months of the year, with the company planning an acceleration in the second half to achieve the goal of 60 sites globally in 2026 and reporting strong performance from its newer locations. CEO Alex Wood said membership penetration was continuing to rise and the value segment was taking an increasing share of that growth.

Will Orr, CEO, The Gym Group

Issue 8 2026 ©Cybertrek 2026

THE GYM GROUP

White space will continue to open up as more people become engaged, gym penetration increases and towns and cities develop

What looks like saturation under one operating model can become white space when the format changes

The Gym Group is aiming to open 20 new sites in 2026

switches within the sector. One of the positive things is that our part of the market is driving those ongoing increases in penetration and also still introducing new people to the gym.” (www.HCMmag.com/TGGH225) The combination of first-time gym users, customers trading down from the mid-market and a more sophisticated HVLC proposition suggests the segment is growing both by bringing new consumers into fitness and by taking a greater share of the existing market. Location strategies are changing too. More HVLC gyms are appearing in retail parks, suburban centres and out-of-town destinations as hybrid working changes where people spend their time, even if this seems likely to create occasional clashes, ©Cybertrek 2026 Issue 8 2026

THE GYM GROUP

The Gym Group, which commissioned the PwC research, is seeing a similar dynamic. Its latest trading update showed revenue up 10 per cent to £133.1 million in the first half of 2026, while average membership increased 5 per cent to just over one million and average revenue per member rose 5 per cent to £22.14. The operator had 264 gyms at the end of June and remains on track to open at least 20 during 2026, as part of a plan to add 75 sites over three years. CEO Will Orr told HCM the growth is coming from several directions: “We do surveys of incoming members and a chunk are new to the market, some are trading down from the mid-market, and some are

INSIGHT

PureGym is planning to open 60 new sites in 2026 PURE GYM

such as the current situation in Aberdeen, UK, where PureGym is formally objecting to Everlast Gyms opening next door as part of a Slazenger Padel club (www.HCMmag.com/PGaberdeen). For landlords, gyms also bring something increasingly valuable: regular repeat footfall throughout the week and HCM is increasingly seeing them taking an active role in the development of the market, by negotiating to ‘switch’ operators if they believe an alternative brand will deliver greater commercial success.

Another decade of runway PwC’s estimate implies the UK could accommodate another 600 – 850 HVLC gyms, reaching 1,500 – 1,750 sites over the next decade – requiring around 60 – 85 net new club additions annually. This growth trajectory doesn’t look aggressive when compared with historical growth – the sector added an average of around 66 gyms a year between 2016 and 2026 and even at PwC’s theoretical capacity, HVLC operators would represent only around 19 – 21 per cent of all UK gyms. PwC compares this with the penetration achieved by value operators in industries such as hotels and airlines, where the segment has claimed a larger share (hotels 27 per cent, airlines 52 per cent), suggesting the projected penetration is not unprecedented in value-led markets. There are some caveats. The study is an assessment of potential capacity, not a forecast that 1,750 gyms will inevitably be built. Property supply, development and financing costs, competition, the wider economy, planning and operator 70

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The value proposition is changing: recovery, specialist training and premium experiences are increasingly moving into HVLC execution will determine how much theoretical headroom can actually be converted into clubs. Even so, the most intriguing number in the latest report isn’t the 1,750 clubs, it’s the persistent 600 – 850 sites of remaining headroom. In 2013, with only 159 low-cost gyms trading, PwC calculated there was room for another 450 – 600. More than 700 additional gyms later, the opportunity it sees ahead is greater than it was then. Between 2024 and 2026 alone, the industry added another 128 gyms without apparently reducing that remaining opportunity at all. HVLC operators are doing more than meeting existing demand. By improving the proposition, extending the range of viable formats and locations and bringing new consumers into fitness, they’re enlarging the market they’re seeking to capture. l

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Wellness retention

EPASSI / VASILY PINDYURIN / GETTYIMAGES

and

f you’re looking for your next source of membership growth, it may not require more consumer marketing spend. It could be sitting in the HR departments of the businesses on your doorstep. Epassi UK’s Great Employee Benefits Study 2026 surveyed 1,000 UK employees and 363 UK employers, covering 8,000 employees across eight European markets. Three findings stand out for gym operators and health club owners.

Fitness driving retention Ask UK employees why they stay with their employer and 27 per cent say work-life balance – the highest figure in any European market and well above competitive pay at 15 per cent. Ask why they leave and poor work-life balance is the number one departure trigger in the UK at 15 per cent, making it the only major European market where flexibility outranks compensation as the primary reason people quit. When employees are asked what works to prevent burnout, flexible working comes first. Benefits that support a healthy work-life balance come second at 48 per cent – specifically gym memberships, physical wellness programmes and time to be active during the working day. For gym operators, this changes the conversation with corporate clients. You are not simply 72

Issue 8 2026 ©Cybertrek 2026

Epassi explains why corporate wellness is your next growth market selling discounted access. You are offering a contribution to their retention strategy. The numbers back this up. UK employees with high benefit satisfaction show an 86 per cent intention to still be with their employer in two years. Among those with low satisfaction, only 59 per cent plan to stay.

The demand is there Seventy-five per cent of UK employees say fitness benefits are important when choosing an employer, yet only 41 per cent currently have access to one through their employer. Among those who do have access, 71 per cent used their fitness benefit in the past 12 months and 79 per cent say it is the single benefit they value most out of everything their employer offers. Despite this, 49 per cent of UK employees did not use all their available benefits last year – the highest underutilisation rate in Europe. This highlights the importance of ensuring benefits are relevant, communicated clearly and aligned with employees’ needs and interests rather than simply increasing access.

Epassi connects employees with fitness experiences that fit their lives

Employees who access your facility through Epassi join as full-paying members – not pay-per-visit users, giving predictable recurring revenues For gym operators, this creates an opportunity to connect with employees who are actively looking for ways to become more active and for a fitness experience that suits their goals and lifestyle.

Full members, not footfall fees This is where the Epassi UK model matters to your bottom line. Employees who access your facility through Epassi join as full-paying members – not incremental pay-per-visit users. Fixed costs do not flex with sporadic footfall. Full memberships do. A corporate-backed member paying a monthly fee contributes to your cost base from day one and, because their employer has invested in their use of the benefit, they are motivated to build a habit rather than dip in occasionally. Regular users renew, refer colleagues and become the kind of members who sustain a facility rather than simply padding acquisition numbers without adding long-term value.

With 75 per cent of UK employers expecting to increase benefits budgets for 2027 and 59 per cent of UK workers currently without a fitness benefit, the pipeline is real. Epassi connects you to it without the overhead of building a corporate sales function. Full members. Predictable recurring revenue. Habits that stick. The fitness industry has spent years improving access. The next step is turning that access into meaningful engagement – helping employees find fitness experiences that fit their lives, while helping gym operators reach members who are more likely to build long-term relationships with their facilities. At Epassi UK, we help connect employees with fitness experiences that fit their lives, while helping gym operators access the growing corporate wellbeing market. l l More: www.epassi.co.uk

©Cybertrek 2026 Issue 8 2026

INSIGHT

Plac

o f s e

belonging

efore my spinal cord injury five years ago, fitness was a huge part of my identity. I ran, swam, cycled and completed long-distance triathlons. After breaking my neck and becoming a wheelchair user, I had to rebuild my relationship with movement, exercise and sport. This work is deeply personal and I’ve spent the last few years navigating fitness spaces from two perspectives: as a customer and as someone helping organisations create more inclusive experiences.

People with disabilities are an untapped cohort in the sector

For people with disabilities, fitness environments can do two things – reinforce exclusion or become places of belonging. While fitness helped me regain confidence, independence and a sense of possibility, getting back into it wasn’t straightforward. I experienced the confusion, the lack of information about access, the awkward conversations, the inaccessible spaces and the feeling of being an outcast rather than a valued customer. I’ve been in gyms where staff didn’t know what to do with me. I’ve been in spaces where access was treated as an inconvenience. People with disabilities are not a niche audience – this is a significant, broad and largely untapped cohort – and there’s a strong commercial opportunity for the fitness sector to tackle inclusion. In the UK, one in four people has a disability. While 80 per cent of people with disabilities say they want to be more active, only 49 per cent currently participate. Only 53 per cent of active people with disabilities find fitness environments welcoming. At the same time, 70 per cent are motivated by health, yet 36 per cent have never joined a gym. Inclusive fitness is a clear opportunity to reach new members, improve retention, strengthen loyalty and build deeper connections with local communities. ANYTIME FITNESS

Disability inclusion advisor, competitive handcyclist and Disability Sports Lead at MATTA, Marina Logacheva, took a trip to Australia last year, funded by the Churchill Fellowship, to learn how to make fitness environments welcoming and inclusive for people living with disabilities. She shares her findings with HCM

After breaking my neck and becoming a wheelchair user, I had to rebuild my relationship with movement

MARINA LOGACHEVA - MATTA

SHUTTERSTOCK / KINGA

INSIGHT

While 80 per cent of people with disabilities say they want to be more active, only 49 per cent currently participate The good news is that operators do not need to have all the answers before they start. They need to be willing to listen, learn, act and improve. Inclusion is not a single project. It is a way of designing better experiences for more people.

How to start Like the UK, Australia still has gaps in access, consistency, staff training and representation. But I saw practical examples of operators moving beyond good intentions and into action, treating disability inclusion not as a side project, but as part of customer experience, staff development, marketing, programming and community engagement. My first major finding was that accessibility is not just about ramps, lifts and changing rooms. Physical access matters enormously, but inclusion starts much earlier in the customer journey: when someone visits your website, looks at your Google listing or social media, contacts reception, books a tour or simply tries to understand whether your facility is suitable for them. For many people with disabilities, the biggest barrier is uncertainty. Will I be able to get through the door? Is there accessible parking? Will the equipment work for me? Will staff be awkward? Will I be safe? Will I be stared at? Staff disability confidence is also critical. This does not mean every personal trainer needs to become a clinical specialist. Staff need enough confidence to communicate respectfully, ask useful questions, make sensible adaptations and know when to seek additional support. Inclusion works best when it is connected to community and co-created with the people it is intended to serve. The most inclusive spaces had 76

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People with disabilities must be represented in gym marketing

built relationships with people with disabilities, disability organisations, adaptive sport groups, health professionals and local advocates. Representation matters too. When people with disabilities are absent from gym marketing, websites and member stories, it can signal that the space is not for them. Visible, authentic representation helps people feel welcome before they even enter the building.

Download the report Australia showed me that progress happens when organisations stop seeing disability inclusion as a specialist add-on and start seeing it as part of good business, good service and good community engagement. I brought together the best practices from these meetings in my report, Creating Welcoming Fitness Environments, which includes

■

CASE STUDY

Collective Wellness Group sets ambitious goals

LB EI

N “What a lot of people in the industry n 2022, Collective Wellness Group – the think sells is actually different to what Australian franchisor of Anytime Fitness – consumers are wanting – people want set out to become the most welcoming to feel seen and heard,” says Bancroft. and inclusive gym chain in the country. She says the approach is also delivering As part of the pivot, PTs were given commercially: “We have seen year-on-year disability-specific training and the member growth in Australia, particularly company partnered with an LGBTQ+ Caitlin Bancroft within the 18 – 25 cohort. Brand awareness advocacy group to update membership and conversion metrics have increased and both policies to ensure inclusive language. The brand consideration and preference rose significantly website was audited to optimise fonts and colours among females, shifting the historical perception for legibility and marketing started to feature of Anytime Fitness as a male-dominated brand. wheelchair users and body-positive influencers. “Showing real people breaks down intimidation Most clubs were already wheelchair accessible obstacles and cultivating a broader demographic with compliant bathrooms, although some makes social, ethical and commercial sense. Operators heritage buildings present limitations. Equipment leave money on the table by not including everyone.” commonly needed by disabled members is Collective Wellness Group is intent on bringing located on accessible ground floors, while precise the same approach to UK Anytime Fitness clubs and accessibility information is featured on each Bancroft is currently in the UK creating partnerships. club’s Google Business Profile and website. “We have entirely moved away from talking about weight loss, body transformation and shedding kilos in our marketing material,” says chief brand and marketing officer Caitlin Bancroft. “Our member success stories now focus on how fitness improves emotional wellbeing, provides energy to spend with family or helps members train for events. “Inclusion is now a standard part of our creative briefs. For our advertising campaigns we recruit talent from specialised agencies, such as Disinfluencer, and engage on-set consultants to ensure models with disabilities are properly accommodated regarding access and seating.” There was some pushback from franchisees accustomed to traditional fitness marketing imagery.

N EN

THE PHOTO PIT CH ETT/

ANYTIME FITNESS AUSTRALIA

Inclusion is now a standard part of our creative briefs

All groups of fitness club members want to feel seen and heard

INSIGHT

Visible representation helps people feel they belong

practical toolkits gyms can use to become more welcoming for people with disabilities. For organisations starting from scratch, it includes recommendations on strategy and policies, designing an inclusive customer journey, conducting an accessibility audit and educating teams. It also includes learning from each organisation I met, with “lift and launch” ideas operators can adapt in their own gyms. I’ll be reporting on my findings from Canada and the USA in early 2027 and hope we can learn even more ideas and best practices from those countries. In the meantime, gyms in the UK can start taking steps towards inclusion now, no matter how big or small. ●

RI N

LO G H AC

AEV

Marina Logacheva The research took place over four weeks across Sydney, Brisbane, the Sunshine Coast and Melbourne. I met with more than 50 organisations, visiting venues and speaking with staff, personal trainers, marketing teams and visitors with disabilities. I covered the fitness and leisure ecosystem, from AusActive, the national industry body, to commercial and public gyms, physiotherapy spaces, sports charities, PT education providers, disability sport events, elite parasport facilities and organisations, including Paralympics Australia and Invictus Australia. I also met university researchers and interviewed people with disabilities during visits and major sporting events. My questions focused on three areas: making physical spaces more accessible, building disability awareness into staff training and education, and making marketing more accessible and representative.

Get the report: Creating Welcoming Fitness environments is available at www.disabilityinsport.com/report

Issue 8 2026 ©Cybertrek 2026

A MATT

About the research

1. Easy wins INFORM

Make access information easy to find before people visit, including step-free access, parking, changing facilities, pool access, equipment, quiet times and who to contact with access questions. People should not have to phone, email or visit simply to find out whether a facility is usable

THE JOURNEY

Review your customer journey. Can someone with access needs find information online, book easily, enter the building, navigate the gym floor and use the changing and toilet facilities? Are accessible toilets being used for storage? A simple walkthrough can reveal immediate improvements

ENLIGHTEN

Train all staff in disability awareness and confidence, not only PTs. Reception teams, sales staff, lifeguards, managers and marketers all contribute to the experience. Training should cover inclusive language, communication, reasonable adjustments, safeguarding and how to offer support without being patronising. Encourage PTs to take additional courses on programming for people with disabilities, as this is often not part of the standard education pathway

CONNECT

Create a named access contact. This could initially be a team member who understands the facility, knows what support is available and can respond to questions. This reduces uncertainty and builds trust

COMMUNICATE

Review your imagery and communications. Show people with disabilities using the gym, taking part in classes, working with trainers, swimming, lifting and being part of the wider fitness community

PARTNER

WELCOME

Introduce different routes into participation where they are needed. This could include adapted gym inductions, small-group sessions for people anxious about joining, quiet gym hours, seated exercise options, inclusive strength classes, wheelchairaccessible circuits or supported return-to-fitness pathways. The goal is not to separate people with disabilities, but to create ways in

FACILITATE

Audit your equipment. Inclusive kit benefits many users, including older adults, beginners, people returning from injury and those with long-term health conditions. Operators do not need to replace everything at once, but should understand what is usable, where the gaps are and how changes such as resistance bands, adjustable benches, clear floor space, accessible cardio options and removable seats can improve access

LISTEN

Improve feedback and data. Ask members what would improve their experience, include access and inclusion questions in surveys and understand what barriers people face and why they leave

ELEVATE

For operators that want a full ‘belt and braces’ approach, put someone senior in charge of disability inclusion and build accessibility into business planning, budgets, recruitment, marketing, facility design, procurement and reporting. People with disabilities should be paid to review services, test customer journeys, advise on communications and contribute to training

MEASURE

Measure progress. This could include staff training completion, membership growth and satisfaction among people with disabilities, representation in marketing, partnerships with disability organisations and progress against access audits. What gets measured gets taken seriously

SHUTTERSTOCK / RAWPIXEL.COM

Build partnerships with local disability organisations, charities, rehabilitation services, adaptive sport clubs and community groups. These can help operators understand local needs

2. Embedding inclusion

HCM VISUALISE

Liz Terry makes a visit to the new Virgin Active to visualise how the club has come together

Virgin Active

MAYFAIR

V VIRGIN ACTIVE

irgin Active’s flagship central London site has been reimagined as a destination where training, recovery, work, nutrition and social connection are integrated into a single member experience, reflecting the operator’s ambition to become a ‘second space’ after home. The Mayfair opening represents the latest implementation of Virgin Active’s Social Wellness Club concept, which has already been introduced in Milan, Cape Town, Sydney

and Doha. The company says the model will shape future investment across its portfolio. Group CEO Dean Kowarski first revealed the strategy at the HCM Summit in 2024, describing social wellness clubs as places where exercise, recovery, work and community come together to support members throughout the day, rather than simply providing somewhere to work out. Get orientated with the major areas of the new club in our HCM Visualise photo essay overleaf. More: www.hcmmag.com/DeanKowarski24

VIRGIN ACTIVE

The extensive gym floor has a focus on strength training, with equipment by Technogym, Eleiko and Physical

HCM VISUALISE

The Pilates studio has Merrithew equipment for Reformer and Tower sessions, with programming spanning Foundations, Align and Athletic formats, alongside one-toone tuition and postural assessment

VIRGIN ACTIVE

Virgin Active Mayfair

The dedicated Grid Studio hosts strength and conditioning classes, with Eleiko free-weights

VIRGIN ACTIVE

The club features five dedicated studios for Lift Club, mind and body, yoga and combat, including Muay Thai

HCM VISUALISE

VIRGIN ACTIVE

The refurbished 20m indoor pool features a stainless-steel tank and forms part of the upgraded wet area, delivered within the wider redevelopment by main contractor Murray & Willis

VIRGIN ACTIVE

A new contrast spa features Finnish and infrared saunas, hot and cold experiences, cold plunge pools and a vitality pool.

VIRGIN ACTIVE

Virgin Active Mayfair

HCM VISUALISE

VIRGIN ACTIVE

Virgin Active Mayfair offers a range of concierge services

Two longevity treatment rooms are staffed by physiotherapists, osteopaths and sports therapists from Marylebone Health Group 86 Issue 8 2026 ©Cybertrek 2026

VIRGIN ACTIVE

A Kauai nutrition café serves up healthy food. Members are given a free smoothie if they visit the gym twice a week or more VIRGIN ACTIVE

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PUREGYM

OPINION

In many cases, low-cost operators have expanded the market rather than simply taking share from existing businesses

EUROPEAN

HEADROOM

Herman Rutgers analyses why fitness penetration rates differ so significantly across Europe

itness penetration – the percentage of the population with a gym membership – varies significantly across Europe. Some countries now exceed 20 per cent penetration, while others remain below 10 per cent. These differences are shaped by a combination of economic, cultural, structural and behavioural factors. Importantly, they are not fixed. As pricing models evolve, supply increases and fitness becomes more culturally embedded, penetration rates tend to rise over time. The result is a European market that is still expanding, rather than approaching maturity.

Income levels, affordability and price accessibility Income levels strongly influence the amount of gym penetration. In higher-income countries such as the Netherlands, the UK and those in the Nordics, memberships are more affordable relative to disposable income, leading to higher adoption rates. In contrast, in parts of southern 88

Herman Rutgers

and eastern Europe, gym memberships represent a larger share of income, limiting accessibility. However, affordability is not only about income – pricing structure also plays a major role and the emergence of low-cost gym chains has fundamentally reshaped parts of the European market by lowering the barrier to entry and normalising gym participation among broader demographics. Markets with strong low-cost offerings have generally seen faster growth than those dominated by premium or mid-market operators. In many cases, low-cost operators have expanded the market rather than simply taking share from existing businesses. Once convenience and affordability are aligned, penetration in a market can accelerate quickly.

More mature markets tend to have more gyms per capita

In comparison with the US – where fitness penetration reached 26 per cent last year – Europe still has ample room for growth VAT policy and accessibility Across Europe, VAT rates still vary substantially, ranging from 0 per cent in Norway and 9 per cent in the Netherlands to 27 per cent in Hungary. VAT policy can influence accessibility and long-term market development, although its impact is complex. Lower VAT rates may help reduce pricing barriers and support wider participation, particularly in low-cost segments. They can also reinforce the positioning of fitness as part of preventive healthcare rather than a discretionary purchase. In recent years, several European governments have increasingly recognised the role fitness can play in preventive healthcare, active ageing and public wellbeing. Portugal reflected this shift in 2020, when VAT on gym memberships was

reduced to 6 per cent, signalling political support for physical activity and wider participation. Historically, Portugal has been viewed within the sector as one of the clearest examples of how VAT changes can reshape market development. In 2008, VAT on fitness services was reduced from 19 per cent to 5 per cent in an effort to improve affordability and stimulate participation. However, concerns later emerged that much of the benefit had not been passed directly to consumers through lower pricing and, in 2010, VAT was increased again, eventually rising to 23 per cent. The Portuguese experience continues to shape industry thinking around the political sensitivity of VAT incentives. Lower VAT rates can support accessibility and growth, particularly in low-cost ©Cybertrek 2026 Issue 8 2026

OPINION Cultural shifts and younger demographics influence the market

PUREGYM

segments, but governments are also likely to expect visible improvements in affordability, participation and public-health outcomes in return for preferential treatment.

Cultural attitudes towards fitness differ across Europe. In Northern and Western Europe, fitness is widely normalised and embedded in daily life. It’s associated not only with physical health, but also with mental wellbeing, productivity, longevity and lifestyle identity. In parts of Southern and Eastern Europe, fitness has historically been more niche, premium-priced and often associated with bodybuilding or aesthetics. As a result, gym participation has been less mainstream. Cultural shifts are taking place, particularly among younger demographics, but they tend to lag behind economic and supply-side development. Importantly, lower gym penetration does not necessarily mean lower levels of physical activity overall.

Alternative physical activity habits

BASIC-FIT

Fitness culture and social norms

Many Southern European countries have strong traditions of outdoor activity, including walking, cycling and sports such as football. Warmer climates make outdoor exercise more accessible year-round, reducing dependence on indoor fitness facilities. By contrast, Northern European countries often rely more heavily on indoor fitness infrastructure because of weather conditions. This increases the role of gyms as a primary way to stay active. This distinction matters because gym penetration measures membership, not total activity levels.

with dense populations and strong public transport infrastructure make gyms easier to integrate into daily routines. When consumers can access facilities within a short journey time – 10-15 minutes – membership becomes more habitual and usage levels tend to rise. This is one reason why supply itself can become a growth driver. As operators expand networks and increase convenience, participation often rises alongside availability. Countries with more rural populations or lower gym density face structural barriers that can limit penetration growth, even where demand exists.

Urbanisation and infrastructure

Market maturity and supply

Urban density and infrastructure also play a major role in gym adoption. Highly urbanised countries

The maturity of the fitness market also influences penetration rates.

Pure Gym’s scalable model shows how participation can be increased

Comparisons between countries should be treated carefully, as definitions differ. In the US, calculations are based on populations between five and 65 More mature markets typically have a high number of gyms per capita and professional operators representing strong national and international chains. They also tend to have standardised, scalable offerings and stronger brand recognition. These characteristics help fitness become a mainstream consumer behaviour rather than a specialist activity Less mature markets are often fragmented, with many independent gyms, limited marketing power and less scalability, slowing penetration growth and reducing visibility. The success of operators such as Basic-Fit, PureGym and RSG Group demonstrates how scalable models can accelerate market normalisation and increase participation.

Government policy and health awareness Government policy and public health awareness also play an increasingly important role. Countries that emphasise preventive healthcare and promote active lifestyles tend to see higher fitness participation. Corporate wellness programmes, insurer incentives and public health campaigns can further support adoption. Governments facing rising healthcare costs and ageing populations are increasingly viewing fitness as part of wider healthcare infrastructure rather than simply a leisure activity. Emerging trends such as longevity-focused lifestyles and the growth of GLP-1 weight-loss drugs may reinforce this shift further. Rather than reducing demand for gyms, these developments ©Cybertrek 2026 Issue 8 2026

OPINION

Fitness penetration calculations based on paid memberships are one way of measuring market activity. Assessing actual usage is more accurate

Higher penetrations rates are not exclusively linked to wealthier countries GOLD’S GYM

could increase interest in strength training, healthy ageing and structured physical activity. Operators able to position themselves within this wider health ecosystem may benefit from significant long-term growth opportunities.

Demographics Demographic structure also influences penetration. Younger populations are generally more likely to participate in fitness activities. However, ageing populations are creating opportunities for operators that adapt facilities, programming and recovery offerings to older demographics. This is contributing to the growth of wellness, recovery and longevity-focused concepts across the sector. Increasingly, successful operators are broadening their appeal beyond traditional gym users and creating environments designed around healthspan, community and long-term wellbeing.

Pricing models and flexibility Flexible pricing models continue to reduce barriers to entry and support adoption. Monthly memberships with simple joining processes and easy cancellation encourage trial and reduce friction. By contrast, long-term contracts, high 92

joining fees and complex pricing structures can still discourage participation in some markets. Digital integration, app-based access and flexible memberships are increasingly becoming standard consumer expectations, particularly among younger demographics.

Conclusion Differences in fitness penetration across Europe are not driven by a single factor, but by a combination of affordability, culture, accessibility, infrastructure, supply and alternative activity habits. The countries with the highest penetration are not necessarily the wealthiest or most athletic, but those where fitness has become affordable, accessible and culturally normalised. These conditions continue to evolve. As markets mature through increased supply, lower pricing , stronger operator scale and deeper integration with healthcare and wellbeing, penetration rates are likely to continue rising. Compared with the US – where fitness penetration reached 26 per cent last year – Europe still has considerable room for expansion. l Herman Rutgers is co-author of the European Health & Fitness Market Report, the annual EuropeActive and Deloitte study tracking the performance and development of the European fitness sector

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SPECIFIER

THE AGE OF

RECOVERY

GHARIENI GROUP

Operators need solutions that are easy to manage at scale. HCM asked key suppliers to present their hero product

Gharieni’s lounger delivers binaural sounds for deep relaxation

The MLX i3 Dome from Gharieni’s Metawell collection

Sammy Gharieni Gharieni Group Hero product: MLX i3Dome

GHARIENI GROUP

Perfect pairings You go to the gym to train your body – why not do the same for your mind? RLX BrainGym is our mental fitness lounger, which combines specific sound frequencies with binaural sound and has been developed for applications including relaxation, low energy, insomnia, anxiety and stress. How long and how often? The recommended MLX i3Dome session is 30 minutes, two to three times a week. RLX BrainGym sessions range from 16 –60 minutes and average around 20. Studies into repeated use have investigated brainwave entrainment and whether users relax more quickly over successive sessions.

GHARIENI GROUP

The MLX i3Dome is part of our Metawell portfolio of mind-body wellness technologies. The treatment bed combines far-infrared heat, negative air ions and light therapy. Once the client has been positioned, the treatment is hands-free, offering privacy and discretion without requiring a therapist to remain present. In a controlled trial of 21 adults experiencing elevated stress, ten sessions over four weeks were associated with improvements in selfreported sleep, mood and wellbeing, alongside reductions in blood cortisol.

You go to the gym to train your body – why not do the same for your mind?

Proof of eﬃcacy Two studies have examined MLX i3Dome, including a peer-reviewed randomised controlled trial and a separate real-world observational study involving participants using Welnamis and MLX Quartz beds. Repeated sessions were associated with improvements in heart rate variability (HRV), with the strongest responses emerging after four to five sessions. Participants also reported improved wellbeing and fewer medically unexplained symptoms. The financials The MLX i3Dome starts at €25,400, while RLX BrainGym starts at €19,900. The treatment beds are manufactured in Germany and have warranties covering different components, including a lifetime warranty on metal parts and frames. Our beds can remain in operation for 15 – 20 years and upholstery can be refurbished where necessary. More: www.gharieni.com ©Cybertrek 2026 Issue 8 2026

SPECIFIER

As demand for recovery services grows, operators need solutions that are easy to manage at scale Adrian Worsley Hero product: CryoSpa Serena

CET CRYOSPAS

CET CryoSpas

Our hero product is the CryoSpa Serena, a commercial ice bath designed specifically for the leisure, spa and wellness market. While it delivers cold-water immersion, its real innovation lies in its automated operation. As demand for recovery services grows, operators need solutions that are easy to manage at scale. Working with Specialist Pool Services, we’ve developed a system that automatically filters, sanitises, backwashes and empties and refills the bath. Remote monitoring and control are also incorporated, enabling the system to support high daily bather loads with minimal staff intervention. The system has been selected by operators including The Club Company and JAB Boxing and is designed to reduce labour, management time and downtime.

How long and how often? Many of our elite sports clients use cold-water immersion for 3-6 minutes at temperatures between 6°C and 10°C following exercise. Research suggests there’s no one-size-fits-all approach, with factors including water temperature, exposure time and individual tolerance influencing the optimum protocol. Frequency depends on the individual’s training programme and recovery goals, but cold-water immersion can be used regularly, provided users follow suitable guidance and build up exposure progressively. The financials Commercial ice bath systems start at £17,000 + VAT, depending on the level of automation, while lease options typically start at £400-£500 a month. Systems have a five-year warranty and some CET units installed more than 20 years ago are still operating today. More: www.cetcryospas.com

CET CRYO-SERENA

Perfect pairings In the fitness and wellness sector, cold-water immersion is commonly paired with saunas to create a contrast therapy experience. We’ve delivered these combinations at facilities including FIX Manchester, V London, Oren Wellness and the refurbished Verulamium Spa at Everyone Active’s Westminster Lodge, where recovery is integrated into the wider wellness journey.

Proof of eﬃcacy More than 100 peer-reviewed studies have investigated cold-water immersion for post-exercise recovery. Research has also explored wider applications, including post-operative rehabilitation and mental wellbeing. At our CET therapy centre, we’ve used cold-water immersion to support tendon and ligament rehabilitation.

Iain Murray Power Plate Hero product: Power Plate Pro8 The Power Plate Pro8 is a whole-body vibration platform using PrecisionWave technology to deliver controlled, multidirectional vibrations that encourage muscles to contract rapidly. The Pro8 has been designed for a wide range of users, from athletes to older adults, rehab clients and everyday gym users wanting to move and feel better. Sessions can be tailored to individual goals, whether that’s preparing the body before exercise, recovering afterwards or improving mobility and flexibility as part of a regular wellness routine. We’re also seeing operators integrate vibration training into dedicated recovery spaces as members put greater emphasis on recovery alongside training.

Whole-body vibration works well alongside other recovery modalities rather than replacing them

POWER PLATE

Perfect pairings Whole-body vibration works well alongside other recovery modalities rather than replacing them. It’s often combined with red light therapy, cryotherapy or compression therapy as part of a broader recovery programme.

How long and how often? The Pro8 offers video-guided programmes for different goals, ranging from five-minute activation sessions before exercise and five-minute recovery routines afterwards to 10-30-minute strength, activation and recovery programmes. There’s even a dedicated Recovery Day programme. Users can incorporate sessions several times a week, either alongside training or as part of a dedicated wellness routine. Proof of efficacy Whole-body vibration has been extensively researched and more than 40 published university studies have been conducted specifically using Power Plate equipment. Research has investigated applications ranging from muscle activation, strength and balance to flexibility, circulation, rehabilitation and healthy ageing, as well as the use of wholebody vibration as a recovery intervention.

POWER PLATE

The Pro8 vibration plate has been designed for a wide range of users

The financials The Power Plate Pro8 has a recommended retail price of £12,595, with financing options available. It requires little ongoing maintenance and is engineered for long-term use in commercial health club environments. More: www.commercial.powerplate.co.uk ©Cybertrek 2026 Issue 8 2026

SPECIFIER

Alex Habuzaru Hero product: Mediterranean

All our hyperbaric chambers can be used in sports recovery, but the Mediterranean is our hero for this market. It’s a multi-place hyperbaric chamber accommodating four people, with reclinable chairs and customisable interior and exterior finishes. The chamber operates at either 2.0 ATA or 2.4 ATA and protocols can be determined or developed by the team doctor. Perfect pairings Any biohacking stack would work. Hyperbaric oxygen therapy can form part of a wider recovery programme incorporating red light therapy, sauna and cold-water immersion, depending on the objectives of the user and recommendations from the medical team. How long and how often? Sessions typically last 60-90 minutes, with session numbers determined by the prescribed protocol.

The Mediterranean is a multi-place hyperbaric chamber that fits four people 98

An HBOT session typically lasts for 60-90 minutes

Proof of efficacy HBOT has established medical applications and there’s also research specifically examining its use in sport. A randomised controlled trial involving 41 athletes with exercise-related muscle injuries found that 10 HBOT sessions reduced markers of muscle damage, including creatine phosphokinase, glutamic oxaloacetate transaminase and myoglobin. Participants also reported improvements in pain intensity and the extent to which pain interfered with activity, with some biochemical improvements persisting for two weeks after treatment. A separate blinded randomised controlled trial in healthy middle-aged master athletes found 40 HBOT sessions increased VO2 max, oxygen consumption at the anaerobic threshold and power. Improvements in mitochondrial respiration and an increase in a marker of mitochondrial mass were also recorded. The financials The Mediterranean costs €100,000–€200,000 to buy. Leasing is available in Germany and the Netherlands and our chambers can remain operational for 10-20 years with appropriate maintenance. More: www.hpotech.com

HPO.TECH

HPO.Tech

Mehmet Er Hero product: Snowroom by TechnoAlpin Indoor

TECHNOALPIN

TechnoAlpin Indoor

The Snowroom by TechnoAlpin Indoor is a space where guests can cool down naturally in real snow at around -10°C. Rather than exposing the body to an intense cold shock, it offers a gentler, self-paced cooling experience through real snow and cold, dry air. Guests can move freely, enjoy the sensory experience and simply leave once they feel comfortably cooled down. Unlike many other cold therapies, it also creates a social experience, allowing friends, families or teams to recover together. For athletes and active users, the Snowroom can be incorporated into post-exercise and contrast therapy routines. Beyond the physical experience, the quiet, multisensory environment also lends itself to relaxation and mental recovery. Perfect pairings The Snowroom works particularly well alongside saunas, steamrooms and hydrotherapy pools and is increasingly being combined with red light therapy. It can therefore form the cooling element of a wider contrast or recovery journey, while offering an accessible alternative to more intensive forms of cold exposure.

How long and how often? There’s no prescribed session time. Guests are encouraged to cool down at their own pace and leave whenever it feels right. For exercise recovery, we generally recommend around 7-10 minutes. Guests can enjoy the cold, dry air alone or intensify the cooling by gently applying real snow to the skin. Proof of eﬃcacy Cold exposure has been widely studied in relation to post-exercise recovery. We’re also carrying out dedicated clinical research into the Snowroom and have undertaken our own physiological testing of snow cooling. The development of the concept has also been informed by observations from healthcare professionals and complementary medicine practitioners. The financials Every Snowroom is custom-designed, so investment depends on the size, design and technical integration of each project. Prices start at around €100,000. Some of our earliest installations have been operating for more than 10 years. The system can also recover waste heat, with up to 80 per cent available for reuse elsewhere in a facility – for example, to heat a swimming pool – helping to reduce overall operating costs. More: www.indoor.technoalpin.com

The Snowroom creates a social experience, allowing friends, families or teams to recover together

TECHNOALPIN

SPECIFIER

RedWave Plus has a simple, intuitive self-service application and the ergonomic lying surface ensures a relaxing experience Keith Fisher Hero product: Wellsystem RedWave Plus

WELLSYSTEM

Wellsystem

The Wellsystem RedWave Plus is a full-body red light system combining red light with near-infrared. Red light acts closer to the skin surface, while near-infrared wavelengths penetrate more deeply into tissue. Photobiomodulation research has investigated the effect of these wavelengths on mitochondrial activity and ATP production and their potential role in muscle function and recovery. The RedWave Plus uses 4,416 LEDs, delivering red light at 630nm and 660nm and near-infrared at 850nm. It has a simple, intuitive self-service application and an ergonomic lying surface designed to create a comfortable, relaxing experience. Eye protection is optional.

WELLSYSTEM

The full-body system has a simple, selfservice application

100

Proof of eﬃcacy Red and near-infrared photobiomodulation have been widely researched, including their effects on mitochondrial activity, ATP production, circulation, muscle function and post-exercise recovery. The wavelengths used by RedWave Plus – 630nm, 660nm and 850nm – are among those used in photobiomodulation research. We also undertake ongoing research and development at our centre in Germany in collaboration with medical and scientific specialists. How long and how often? We recommend sessions of 10-20 minutes, two to five times a week. The financials Finance and leasing options, warranties and service plans vary according to the installation. Our RedWave LED systems have a projected operational lifespan exceeding 100,000 hours. More: www.wellsystem.com

BON CHARGE / VAUGHAN TREYVELLAN

Red light mats provide comprehensive light exposure while remaining simple to incorporate into a recovery routine

BON CHA

RGE

/V AU G

The blanket can offer a standalone wellness session

HA N

TR VE EY LL A N

Andy Mant Bon Charge Hero product: Bon Charge Red Light Therapy Blanket The Bon Charge Red Light Therapy Blanket is designed to support post-workout comfort and relaxation and is being used in yoga, Pilates and performance settings. It uses two wavelengths – 660nm red light and 850nm near-infrared light. The red wavelength acts more superficially, while near-infrared penetrates more deeply and has been studied in relation to muscle recovery. One of the benefits of the design is its versatility. It can provide 360-degree coverage as a blanket or be unzipped into two individual mats for shared sessions or activity-led recovery. It has an irradiance of more than 170mW/cm². Perfect pairings The blanket pairs well with our red light face mask for members who want to support both full-body recovery and skin health. Together they provide more comprehensive light exposure while remaining simple to incorporate into a recovery routine.

How long and how often? We recommend sessions of 20 minutes, three to five times a week, either following exercise or as a standalone wellness session. Proof of efficacy The blanket uses 660nm red and 850nm near-infrared light – two wavelengths extensively researched in photobiomodulation. Peer-reviewed research has investigated these wavelengths in relation to cellular function, muscle recovery and exercise-induced muscle damage. The blanket is also being used by Fulham FC as part of our partnership with the club. The financials The product retails at £1,595 and has no scheduled servicing requirements. It comes with a one-year manufacturer’s warranty and lifetime technical support. For maintenance, we recommend wiping the blanket with a soft, damp cloth after use. A microfibre cloth is useful for oily residue, while cotton-based cloths work well for moisture and sweat. More: www.boncharge.com ©Cybertrek 2026 Issue 8 2026

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SPECIFIER

CRYOCUBE

HBOT is used in medical, fitness and rehab settings

HBOT can be highly effective as a standalone intervention CRYOCUBE

Gareth Thomas CryoCube HBOT Hire Hero product: CryoCube HBOT CryoCube HBOT is our hyperbaric oxygen therapy system. By combining increased atmospheric pressure with a high concentration of oxygen, HBOT increases the amount of oxygen dissolved in blood plasma and improves oxygen availability to tissues. HBOT is used across medical, recovery and rehabilitation settings and research is exploring its potential in a growing range of applications. Perfect pairings HBOT can be highly effective as a standalone intervention, but it can also sit alongside contrast therapy, red light therapy and physiotherapy as part of a broader recovery programme. And the basics still matter – fasting where appropriate and living a healthy, active lifestyle are all part of the wider picture. How long and how often? HBOT sessions typically last 60-90 minutes and the best results come from consistency. Protocols vary according to the purpose of treatment. Where HBOT is being used for a medical or rehabilitation application, frequency should be 102

determined by an appropriately qualified professional. For general wellness use, we recommend an initial programme of 10 sessions over two weeks, followed by one or two weekly top-up sessions. Proof of eﬃcacy Research has investigated HBOT for a range of medical, rehabilitation and recovery applications, including its effects on circulation, inflammation, pain and tissue repair. Research is also exploring areas such as cognitive function, neuroplasticity and stem cell mobilisation. We’re in the process of carrying out our own clinical trials relating to exercise recovery and a number of medical applications. The financials CryoCube HBOT Hire operates on a rental model, which means we can cover the practicalities for you. Insurance, technical support, guidance and six-monthly chamber swaps are included in the service. Rental costs £500 + VAT a month for commercial use and £400 + VAT a month for home use, including delivery, installation and training. More: www.cryo-cube.co.uk

Our focus is on helping operators use cold water deliberately and consistently Danyl Bosomworth Brass Monkey Hero product: Pro Chill Ice Bath

Perfect pairings Brass Monkey ice baths can be combined with heat – sauna or steam – for contrast therapy and with structured breathwork. Breathwork can help members regulate the stress response that the cold creates, while contrast gives operators another way to structure the recovery journey. How long and how often? Session length and frequency should be programmed for the individual. Gyms typically run short, cold sessions of two to four minutes several times a week, progressing exposure gradually.

Proof of efficacy Cold-water immersion has been widely researched in relation to post-exercise recovery and the physiological response to cold. We’re also working with Coventry University through a four-year research partnership to investigate the science further. Our T>C>R model – Tolerance, Capacity, Regulation – is overseen by our head of science, Phil Learney and is designed to translate the evidence into practical dosing protocols for operators. Our approach is to work with the minimum effective dose for the individual and the intended outcome.

BRASS MONKEY

The Pro Chill Ice Bath is built for commercial gym use, can maintain a precise water temperature of 3°C and is designed for up to 75 users a day. But we see the bath as part of a wider system rather than a novelty product. It forms part of our Cold Standard, a governance framework covering science, infrastructure and compliance so gyms can operate cold-water immersion as a structured programme. Every Pro Chill is backed by Halo, our connected platform, which gives remote monitoring and fleetlevel visibility. We also provide dosing protocols and training developed with our head of science, Phil Learney. Our focus is on helping operators use cold water deliberately and consistently rather than simply putting a plunge pool in the corner.

The financials The Pro Chill starts at £16,995, with commercial finance available. ProCare, our servicing contract, includes remote monitoring, filter changes and deep cleans to maximise uptime and energy efficiency. The system is designed for years of daily commercial use, with ProCare protecting the investment rather than just the plumbing. More: www.brassmonkey.co

BRASS MONKEY

The Pro Chill ice bath can be used with breathwork to to help regulate the stress response

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B i oAg e Keep members motivated with progress they can see, feel and repeat.

BioAge 29 years

Real age

49 years

JAMES BRIDLE PHOTOGRAPHY

SPONSORED

BH Live is investing in EGYM’s Smart Strength and Genius AI

JAMES BRIDLE PHOTOGRAPHY

Shaping the future EGYM is playing a critical role in BH Live’s drive to transform the way its leisure centres support healthier communities.

he Mountbatten Leisure Centre in Portsmouth has invested in the EGYM Ecosystem to create a personalised member experience and lay the foundations for a data-driven approach to population health. Following a 10-year extension of its contract with Portsmouth City Council, BH Live has invested in a gym refurbishment, including the installation of a six-station EGYM Smart Strength Series on the gym floor. This positioning enables members to integrate EGYM seamlessly into any workout, making intelligent strength training accessible to all.

Onboarding with EGYM Within two weeks of opening, 195 members had completed an EGYM onboarding session. "This level of engagement confirmed there’s real appetite for a more personalised, connected training experience," says Rob Cunningham, director of leisure and business development.

"The intuitive technology removes many of the barriers people face when starting strength training and gives us a data-led solution that supports everyone from first-time gym users to experienced exercisers."

Defining success While early success is being measured through onboarding numbers and visit frequency, BH Live sees the greatest longterm value in the data generated by EGYM's Fitness Hub, which benchmarks strength, cardio fitness, flexibility and metabolism. As participation grows, these insights will be used to strengthen exercise referral programmes for people living with Parkinson's, cardiac conditions and those recovering from stroke, while providing evidence for stakeholders and health partners. The next phase will include the introduction of EGYM's Genius AI, enabling more personalised exercise prescriptions and creating richer

“The intuitive technology removes many of the barriers people face when starting strength training” Rob Cunningham, director of leisure and business development, BH Live

insights into how members engage with physical activity over time. "EGYM isn't simply transforming how people exercise; it's giving us the data and insight to tackle inequalities and improve community health," says Cunningham. This is more than a gym refurbishment. It’s a strategy that combines intelligent technology, measurable outcomes and community health to shape the future of leisure services. ● More: https://uk.egym.com ©Cybertrek 2026 Issue 8 2026

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The new gym at The Landmark London is part of a wider wellness oﬀering

MATRIX

SPONSORED

A polished result wellness with Onyx equipment from Matrix

atrix has completed a new gym equipment installation at The Landmark London as part of the hotel’s £4 million wellness transformation. The relaunched Spa at The Landmark London spans 710sq m and brings together thermal facilities, treatment experiences, relaxation spaces and a new 24-hour gym. At the heart of the fitness offer is a Matrix equipment package featuring its Onyx cardio collection and Onyx Edition Ultra fixed-strength equipment. “Our vision was to create a world-class wellness environment that reflects the quality and standards of The Landmark London,” says Fergus Stewart, CEO of The Landmark Collection. “Our guests want the flexibility to maintain their routines while travelling, and the new 24-hour gym allows them to do exactly that,” he said.

MATRIX

The Landmark London is elevating luxury

Curating a high-level oﬀering The property worked with Alex Kravetz Design to maximise the compact footprint and create a space that feels spacious and inviting without compromising functionality. Matrix’s Onyx range combines refined materials, sculpted forms, textured surfaces and ambient lighting with advanced technology, including large touchscreen consoles, app-based functionality and haptic controls. “The Onyx range stood out because it offers the right balance of aesthetics, quality and technology for a fivestar environment,” says Stewart. The spa also includes a vitality pool, steamroom, sauna, ice fountain, heated loungers, multi-sensory showers and treatment rooms. Nigel Tapping, director of UK hospitality and residential sectors at Matrix UK, says: “The gym

“The gym needed to deliver outstanding performance, while complementing the architecture, interiors and guest experience” Nigel Tapping, Matrix

needs to deliver outstanding performance, while complementing the architecture, interiors and wider guest experience.” The project reflects the growing integration of fitness into luxury hospitality, with the new gym forming part of a broader offer spanning fitness, recovery and relaxation. ● More: www.matrixfitness.com ©Cybertrek 2026 Issue 8 2026

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For more insight, or to get in touch with the companies featured, visit www.fitness-kit.net and type in their keyword

F I T N E S S - K I T. N E T

Product innovation

Julie Cramer rounds up the latest health, fitness and wellness kit VOA is bringing pneumatic strength into commercial fitness, says Bobbie Joseph

“VOA was created with a simple belief: strength should be for everyone” Bobbie Joseph

Bruna Feitos is one of five professionals to feature in VOA’s digital campaign VOA

traditional weight stacks with digitally controlled air resistance. Loads can be adjusted in increments as small as 100g, while selected machines offer unilateral training and data on differences in strength and power between limbs. The range is integrated with VOA’s Journey Hub, enabling programmes, settings and training data to move with users between machines. “VOA was created with a simple belief: strength should be for everyone,” says Bobbie Joseph, VP of global sales. “By combining our heritage in health and biomechanics with Aerokin resistance and connected technology, we’re creating a more inclusive, intelligent and human approach to strength.”

VOA

VOA Fitness has launched a 17-machine connected strength range designed to bring technology developed by Finnish manufacturer HUR into mainstream commercial gyms. The collection uses VOA’s trademarked Aerokin pneumatic resistance technology, replacing

fitness-kit.net keyword

VOA

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FITBENCH

Fitrack combines six integrated training stations

Fitbench has launched Fitrack, a multi-person, multifunctional training system that transforms under-used gym areas into small group training spaces. The system combines six training stations with equipment storage to create one compact structure. Supporting up to 12 users while occupying less than one square metre of floor space, Fitrack creates 14sq m of active training space from a small footprint. Fitrack’s triangular design creates six integrated stations combining strength, striking, conditioning, landmine training and wall ball

“Fitrack creates training space in a small footprint” Tyler Danen

work around a central storage system, allowing multiple users to move between exercises while keeping equipment close at hand. “Gyms don’t need another rig, but smarter ways to create more training opportunities from the space they have. Fitrack was designed to solve that,” says Tyler Danen, Fitbench founder. fitness-kit.net keyword

Fitbench

FITBENCH

Fitrack allows facilities to increase programming capacity without expanding their footprint, says Tyler Danen

MoTech keep members engaged and motivated at all times

SPONSORED

Myzone’s MoTech turns member insight into engagement and retention, says Vihaid Zadeh

MYZONE

“MoTech is about creating a continuous connection between the member, their activity and their fitness community, wherever that movement takes place” Vahid Zadeh, CTO, Myzone

MYZONE

yzone is changing the traditional gym-member relationship from one that ends at the door to one that stays connected 24/7. Its Motivation Technology (MoTech) ecosystem gives operators visibility of how, where and when members are active beyond the club, creating a continuous connection that enables them to recognise, motivate and engage members wherever their fitness journey takes them. For most gyms, visibility of member activity stops when a customer leaves the facility. Operators know what happens on their gym floor, but have little insight into activity beyond its walls. Myzone changes that. In 2025, Myzone recorded 1.5 billion Myzone Effort Points (MEPs) across 10.1 million workouts in the UK.

Significantly, 64 per cent of that activity, more than 1 billion MEPs and 6.5 million workouts, took place outside traditional gym environments.* A dog walk or five-a-side match can become part of the member’s relationship with their club. Every effort creates an opportunity to celebrate milestones, encourage consistency or simply show the club is paying attention. Building the relationship But the value of that visibility isn’t simply knowing what members are doing outside the gym. It’s what operators can do with that insight to keep the relationship active, using encouragement and challenges to motivate members between workouts and strengthen their connection with the club. “Tech has historically been very good at measuring what happens during a gym session, but the bigger opportunity is understanding and motivating the behaviours that happen between gym visits,” says Vahid Zadeh, CTO at Myzone. “MoTech is about creating a continuous connection between the member, their activity and

their fitness community, wherever that movement takes place.” That connection gives operators and coaches more opportunities to influence behaviour beyond the scheduled workout, while giving PTs greater visibility of a client’s wider activity to provide encouragement, accountability and support. As consumers increasingly expect connected, data-led fitness experiences, Myzone’s MoTech ecosystem turns activity happening everywhere into stronger relationships, more consistent engagement and better member retention. The physical gym remains the hub, but the relationship no longer has to stop at the door. l l *Myzone’s Global Fitness Trends 2025 Report is available for free download at www.HCMmag.com/MZ25 More: www.myzone.org ©Cybertrek 2026 Issue 8 2026

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F I T N E S S - K I T. N E T

The Ultra 1 Reformer removes the complexity that can come with reformer Pilates, says Yvette McGaffin

“The Ultra 1 was designed for the next generation of Pilates studios” Yvette McGaffin

and track performance. The system also features an enclosed spring design, eliminating exposed springs for a cleaner look and added safety. “The Ultra 1 was designed for the next generation of Pilates studios – bringing together performance, technology and design to create a connected training experience,” says iFIT’s Yvette McGaffin. fitness-kit.net keywords

iFit Inc

The unit is built around an integrated power rack

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A fitness startup has launched SteelShack, a retractable outdoor gym designed for fitness and leisure clubs seeking to create professional training capacity without building a permanent facility. Contained within a compact footprint, SteelShack opens out when in use to create a sheltered, equipment-ready training environment, then retracts into a compact footprint when sessions finish. The concept is designed to help operators activate outdoor areas for small group fitness and PT, while keeping the space flexible for other uses at other times. The SteelShack unit is built around an integrated power

“SteelShack turn underused outdoor space into a training asset ” Lucas Dodds

rack and can be configured with cable systems, free weights, storage, flooring, lighting and other training equipment. Founder, Lucas Dodds, says: “For operators, the opportunity is not simply to add another room, it’s to turn under-used outdoor space into a high quality training asset without committing to a permanent building.” fitness-kit.net keywords

SteelShack

STEELSHACK

SteelShack opens when the session starts, then gives the space back when it finishes, says Lucas Dodds

NORDIC TRACK

The machine can deliver seven resistance levels

NORDIC TRACK

NordicTrack (from iFit Inc) is bringing a connected reformer experience to health clubs and studios with its new Ultra 1 Reformer. As the brand’s first entry into connected Pilates, the Ultra 1 offers an integrated HD touchscreen that titles, pivots and swivels for seamless content delivery via the iFIT platform, where members have access to a growing library of reformer-specific and mat-based Pilates programmes. The reformer system offers three buttons to deliver seven distinct resistance levels, with users benefiting from real-time on-screen feedback to guide levels

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RESEARCH

Researchers found sprints create powerful and enduring benefits

Altered states

Rockefeller University researchers found that all-out sprinting triggers a powerful body-wide response, with implications for exercise programming

ust three minutes of all-out sprinting can trigger a powerful body-wide response, activating processes involved in blood vessel growth, tissue remodelling, hormone signalling and the way the body handles fuel, according to new research from Rockefeller University. Researchers found this immediate response was far greater after sprinting than after 90 minutes of moderate exercise, confirming that exercise intensity has a major influence on the signals that organs and tissues send to one another during and after a workout. The team compared six 30-second all-out cycling sprints with 90 minutes of continuous moderate cycling, finding that immediately after sprinting, nearly a quarter of blood proteins measured had changed, compared with fewer than 0.25 per cent following the moderate workout. More than 200 metabolites also changed.

The impact on fat cells The effects extended beyond the bloodstream. When human fat cells were exposed to blood collected after sprinting, their gene activity changed substantially, affecting the way they processed fuel, responded to hormones and sensed nutrient availability. Moderate exercise produced a different response. Its immediate effects were much smaller, but three hours later researchers detected a wave of fatty acids and proteins from the liver associated with the demands of endurance exercise. 114

Just a few minutes of intense exercise can trigger a significant molecular response. We still see it after eight weeks of training, so this isn’t a response to unfamiliar stress To explore whether the sprint-related changes might be relevant to long-term health, the researchers compared these proteins with health data from more than 53,000 people in the UK Biobank.

Eﬀects on biological ageing Of 33 exercise-responsive proteins associated with a lower risk of cardiovascular and metabolic disease, 32 were altered by sprinting, compared with three following moderate exercise. More than a quarter were also associated with slower biological ageing. Paul Cohen, head of the Laboratory of Molecular Metabolism at Rockefeller University, said: “What’s exciting here is that just a few minutes of intense exercise can trigger a significant molecular response and we still see it after eight weeks of training, which tells us this response isn’t simply a product of the body struggling to keep up with unfamiliar stress.” The small study of young, healthy men measured immediate responses, not long-term outcomes, and was published in the journal Cell Reports Medicine. ● More: www.hcmmag.com/sprint

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