Introduction: A New Focus for the Fitness Industry
With industry bodies pushing to increase engagement in physical activity beyond 20%, the fitness industry must ask itself: Are we focusing on the right strategies to reach the majority?
While some operator’s memberships are diversifying to include GP services and specialist health checks, these options often come at a premium, leaving many behind.
If the goal is truly to improve public health, we need a more inclusive approach—one that extends beyond the 15% currently engaged in fitness facilities and reaches the broader population looking to improve their health.
If you’re going to improve retention with fitness challenges, they need to be:
It is natural, but limiting, to want to work with “people like you”, but these are 15% of the 15%, i.e. 2.25% of the population!
The majority of members average around one visit per week. You need to keep these members coming once a week, rather than tell them they need to visit more, or try to persuade them to run a marathon. This is where the biggest retention rewards can be found.
What’s more, if you can spend more time and effort considering and supporting these more casual members, you can start to open your mind (and your doors) to more people, aka the 85%.
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Retention Challenges
Retention strategies often target the most committed members, the ones least likely to leave. For example, clubs often run really challenging fitness challenges that appeal to the top 10% of members, i.e. those who need no extra motivation. These efforts, while admirable, fail to address the needs of those most at risk of dropping out.If you’re going to improve retention with fitness challenges, they need to be:
- Simple: Easy to understand and participate in.
- Inclusive: Designed for all fitness levels, not just the elite.
- Varied: Offering a mix of activities to keep engagement high.
It is natural, but limiting, to want to work with “people like you”, but these are 15% of the 15%, i.e. 2.25% of the population!
To Improve Retention, Help the Members Who Need Help
Clubs neglect the “January joiners” or “yo-yo exercisers” as if they were destined to fail, instead of providing consistent support that meets their needs.The majority of members average around one visit per week. You need to keep these members coming once a week, rather than tell them they need to visit more, or try to persuade them to run a marathon. This is where the biggest retention rewards can be found.
What’s more, if you can spend more time and effort considering and supporting these more casual members, you can start to open your mind (and your doors) to more people, aka the 85%.
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A Shift in Focus: HealthSeekers
To make a meaningful impact, we know we need to shift our focus to the other 85%. These individuals certainly do not aspire to run a marathon or lift heavy weights, but they do want to be healthier. Many of them feel intimidated by workouts, fitness, even exercise. The industry needs to change language, offering, and mindset too.
By offering smaller memberships, subscriptions, or affordable services tailored to them, you can widen our reach and increase overall participation.
This doesn’t require new facilities or staff. Instead, it involves repurposing what we already have to measure, coach, and support people in improving their health and behaviour. The key is offering pathways that don’t rely on traditional workouts but instead emphasize activities like:
By offering smaller memberships, subscriptions, or affordable services tailored to them, you can widen our reach and increase overall participation.
The Case for Broader, Affordable Memberships
Here’s an example of how this approach could work:- Traditional Model: A 1,000-member club targets 150 premium members, generating an additional £18,000 annually through £10-per-month upgrades.
- HealthSeeker Model: The same club attracts 1,000 non-members with a £10 monthly health program, generating £120,000 annually—six times the revenue.
This doesn’t require new facilities or staff. Instead, it involves repurposing what we already have to measure, coach, and support people in improving their health and behaviour. The key is offering pathways that don’t rely on traditional workouts but instead emphasize activities like:
- Parkrun (running, walking, or even just volunteering)
- Health walks and meetups
- Seminars on mental health and nutrition
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FeelFiveYearsYounger
The FeelFiveYearsYounger programme is designed to bridge the gap between one-time health checks and long-term gym memberships. This 12-week behaviour change initiative combines the best aspects of exercise referral and transformation programs. It’s: 
- Open to everyone: No fitness background, or referral pathway needed.
- Affordable: Priced at or below standard membership fees.
- Sustainable: Participants can repeat the programme or transition to other options.
Initially, the programme is self-funded by participants who can afford it. However, there’s potential to subsidize it for those in need, creating a socially responsible model that benefits everyone. While engaging underserved populations can be challenging, the long-term rewards—in both health outcomes and community impact—are immense.
A Call to Action
To truly pivot toward health, the industry must shift focus from the fit minority to the underserved majority.The HealthSeeker movement provides a framework for inclusivity, ensuring wellness is accessible, impactful, and transformative for all.
We don't need funding or permission, we just need to get on with it.
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