For years, the fitness industry has been locked in a battle over one thing: price. Low-cost operators transformed the market and many assumed success would always belong to the gym with the lowest monthly membership.
However, over the past few years, we’ve reached a clear turning point. While price is of course still a contributing factor, today’s consumers are now prioritising gyms that they genuinely want to come back to.
For franchise investors, that’s one of the biggest opportunities in the market today.
The UK fitness industry is in a fantastic position right now. There are now 12.1 million gym members, the market is worth £7.29 billion, and participation has reached a record 17.6% of the population. (2026 Leisure DB State of the UK Fitness Industry Report).
However, with all these record numbers on the rise, expectations are rising with them. People no longer judge a gym purely on its equipment or monthly fee, they judge the entire experience.
Do they feel welcomed by a friendly face at the door? Can they access the equipment and exercise formats that suits their lifestyle? Perhaps the most important question of all; does the club feel like a community rather than just somewhere to work out?
These all-important questions can determine whether someone stays for three months or three years.
Elevating the experience
Every business owner knows acquiring a customer is only half the challenge and keeping them is where long-term profitability lies.
Over the past few years, we’ve evolved our offering and product at Snap Fitness which means our franchisees are investing less in discounting and have the platform to create experiences members can’t easily replace.
Last year, we introduced S7, our signature group exercise programming designed around seven fundamental movement patterns. With our members averaging around two visits per week, we wanted to create classes that provided a complete all-body workout while also accessible and enjoyable. Within six months, class participation increased by 33%, with the vast majority of clubs reporting fuller sessions.
We’ve also expanded into 24/7 Reformer Pilates, giving members access to one of the fastest-growing fitness formats whenever it suits them. Alongside that, many of our clubs have introduced recovery spaces, infrared saunas and wellness facilities as part of a broader member proposition.
These initiatives and developments helps our locations stand out from the competition and most importantly, create more reasons for members to stay and keep coming back.
It’s all about value
There’s an important distinction between affordability and value. Consumers still want great value for money, particularly in today’s economy, but value is no longer measured solely by the monthly direct debit.
Consumers will measure value by how often they use the club, the results they achieve and whether they feel their membership genuinely improves their lifestyle.
Technology has made joining a gym easier than ever, but it hasn’t replaced human connection. Across the industry, clubs are investing in run clubs, charity events, member challenges and social activities because they know people are more likely to remain loyal when they feel part of something bigger than their workout.
Those experiences create a competitive advantage that simply can’t be replicated by lowering prices.
The same applies to innovation. Whether it’s AI, digital coaching or connected fitness technology, new ideas should never exist purely because they’re the latest trend. They should make the member journey easier, more enjoyable and more effective.
The bottom line
Gyms built around exceptional member experiences naturally create stronger commercial outcomes. Members stay longer, visit more often and recommend friends and family. Marketing becomes more efficient, recurring revenue becomes more predictable and the business becomes more resilient.
That’s exactly why many of our newest clubs continue to outperform previous opening benchmarks, achieving record-breaking pre-sales and stronger early membership numbers. It’s not because they’ve competed on price, it’s because they’ve created an experience that members genuinely want to be part of.
As the UK fitness market continues to grow, the winners won’t be the ones simply offering the cheapest membership. They’ll be the operators creating environments where members feel supported, motivated and connected every time they walk through the door.
Because in today’s fitness industry, experience isn’t an added extra; it’s the product.
