As Brits prioritise their health and wellbeing, gym memberships are increasing and gyms are seeing greater usage across all age groups. Young adults remain a key market, but the over 55's are the fastest growing demographic.
Around a third of this demographic exercise regularly - or take part in 'active wellness' (a term considered less divisive than 'fitness'). They may aspire to being healthier, exercise for rehab or therapy or just because it makes them feel good. Whatever the reasons, this is a huge opportunity for UK gym brands.
No matter which demographics gym brands choose to target, they will need to address the issues around 'gymtimidation' and the number of people who feel intimidated at the gym. Making everyone feel welcome, whatever their circumstances, must be the number one priority.
At a time when looking after our health is so important and mental wellbeing a huge reason for keeping active, gyms are shifting their focus, but there is much work to be done. Connecting with all ages, providing diverse services, and recognising all concerns, shows inclusivity and support. That’s good for wellbeing and it's good for business.
Influencing gym culture
