-PRESS RELEASE-
GGFit has announced the launch of the HealthSeekers Accelerator Programme, a national early-adopter initiative designed to help leisure operators and health clubs across the UK engage people who want to live healthier lives but do not identify as traditional gym members.
Launching this month [January], the programme represents a shift in how public and independent leisure providers approach community health and wellbeing. Rather than relying on membership-led models, HealthSeekers focuses on coaching-led health services, and uses more inclusive messaging to remove the barriers people associate with gyms.
Health, Data, and Collaboration
The HealthSeekers mission is to unite operators, coaches and local communities in a shared movement for better health. Working alongside leisure operators, local authorities and wellbeing innovators, the programme develops a growing network of community wellbeing hubs that empower people to live healthier, longer lives. At the same time, it will collate data based evidence to build operator confidence and health service ambition.
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| photo credit: Vitaly Gariev @silverkblack on Unsplash |
The programme has been created to address a long-standing challenge within the leisure sector: engaging the large proportion of the population, often referred to as the “missing majority”, who want to feel healthier but are put off by traditional gym environments, language and sales models. HealthSeekers avoids leading with fitness aspirations or memberships. Instead, it starts with confidence, everyday behaviours and consistency, offering welcoming, non-intimidating entry points that position health as achievable, social and positive.
A Selection of Cross-Sector Operators
Confirmed operators for the first cohort of 10 sites include LED Community Leisure, Active Mid Devon, Megabox Fitness Warwickshire, and Rustiq Fitness Bath. Each participating site will recruit a minimum of 30 participants, creating one of the most coordinated operator-led community health initiatives seen in the sector to date.
The HealthSeekers model is built around a coaching approach, supported by simple measurements such as metabolic age and the daily100, your daily score for physical wellbeing. These tools build motivation, demonstrate progress and support meaningful conversations around health behaviours, rather than prescribing exercise programmes.
Education and Staff Development
Coaches do not have to be experts in exercise, nutrition, or recovery. But through the HealthSeeker Coaching course (written by GGFit in partnership with Future Fit For Business), they understand and support behaviour change and healthy conversations, and help health seekers with their own choices. We do not instruct or prescribe, but listen and support, which has a far greater effect on health outcomes.
The five-month Accelerator Programme includes a two-month preparation phase followed by live delivery. Operators work with the GGFit team and other participating sites to define target audiences, pricing and delivery processes, while integrating the HealthSeekers Operating System into existing operations.
Participants enter the HealthSeekers pathway through a range of accessible options, including the daily100 platform and in-person health checks, and can choose to progress on to structured programmes such as One Month to a Healthier You or Feel Five Years Younger. These pathways are designed to educate and empower people to choose the level of support that feels right for them, without requiring commitment to a gym membership.
Alongside participant outcomes, the programme helps operators build internal capability, generate meaningful data and demonstrate how preventive, community-based health support can be delivered through existing leisure infrastructure. Moreover, it builds new commercial revenue streams for operators, which also strengthen existing business models.
Guy Griffiths, co-founder of HealthSeekers and lead on operator delivery and coaching, says: “The Accelerator Programme gives operators a practical blueprint to reach people they have historically struggled to engage, without asking them to become ‘gym people’ first. At the same time, it creates new service models, strengthens staff purpose and builds more resilient, future-ready leisure organisations.”
Matt Wright, COO at LED Community Leisure, says: “We are proud to be part of the HealthSeeker Accelerator Programme. The industry needs this movement to ensure that Healthy Communities are an area we actively work on, embedding it into our core offer.”
Following Cohort One, GGFit plans to expand the programme into a national operator network, sharing best practice and supporting rollout across additional sites and regions. The HealthSeekers Accelerator Programme officially launches in 2026.
For further information or to enquire about participation in the next cohort, please contact: Guy Griffiths or visit ggfit.com/healthseekers
-ENDS-
GGFit Boilerplate
GGFit exists to help more people be healthier and happier through activity. Since 2008, we have worked with health and fitness organisations to use data, measurement, and behavioural science to reduce member attrition and support long-term participation.
Traditionally, our work has focused on helping clubs improve member retention by introducing simple health checks, meaningful metrics, and practical processes that enable staff and management teams to better understand their members and respond earlier with the right support.
Through HealthSeekers, GGFit is now helping organisations evolve beyond traditional membership models towards more coaching-led approaches. This transition focuses on supporting a wider population with their health, embedding coaching behaviours within teams, and developing more inclusive, resilient health and fitness models that deliver value for both people and organisations.
daily100 Boilerplate
The daily100 is a simple, evidence-led daily check-in that helps people see how their everyday habits add up when it comes to physical wellbeing.
Based on NHS and WHO guidelines, it brings five key areas—activity, training, recovery, nutrition and hydration—into one easy-to-understand daily score, with the aim of hitting 100 points each day. By using quick, active self-reporting rather than passive tracking, the daily100 encourages people to pause, reflect and make small adjustments that stick.
Users can view their progress through a personal dashboard showing daily scores, trends, streaks and practical, evidence-based tips, while organisations and communities can use aggregated insights to track engagement and understand the impact across their population.
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