Elevate and FitPro join to relaunch FitPro Live Page 6
Report shows growth opportunities as focus turns to data and AI Page 10
14th annual National Fitness Awards are the biggest and best yet Page 13
Snap Fitness racks up record-breaking 2024
SNAP Fitness is celebrating an outstanding year across the UK and Ireland, breaking records across a number of key performance areas. The global gym franchise, which opened its first UK location in 2012, has excelled in the past 12 months and for a second consecutive year, grew its UK club network more than any other multi-gym franchise.
2024 saw Snap Fitness reach the 100-location milestone across the UK and Ireland, as well as these key achievements:
n More openings than ever before – 11 new club openings across the UK and Ireland, among 16 within the EMEA region.
n Record-breaking opening numbers – the brand’s presale record was broken three times in 2024. Clubs opening in 2024 opened with 44 per cent more members than those in 2023.
n Highest annual membership growth – Snap Fitness’ membership base across the UK and Ireland grew by an impressive 21 per cent year-on-year. Recent fitness industry research shows the sector average sits around four per cent (2024 State
of the UK Fitness Industry Report)
n Highest-ever franchise sales – the brand achieved the most franchise sales in its history, with a combination of brand-new entrepreneurs joining the network and its existing franchisees scaling their investments.
n Increased lending for new franchisees – showing their confidence in the brand’s performance, both of Snap Fitness’ high banking partners, including
HSBC UK, have increased the amount of lending available to new franchisees up to 60 per cent of total start-up costs.
2024 marked the first full year as Lift Brands EMEA CEO for Kevin Yates, who is delighted at what Snap Fitness has achieved in the past 12 months.
“I’m so proud of what everyone has achieved in 2024,” he said.
“These numbers are testament to the incredible people we have across
the business and shows a glimpse at what Snap Fitness is capable of. Whether it’s our franchisees, club teams or the support office, everyone believes in what we’re trying to achieve and the direction we’re heading in.
“As well as the growth that we’ve shown with new locations, it’s another year where there’s been no closures across the UK and Ireland.
“This shows that in a competitive landscape, our gyms continue to be a stand-out choice among consumers and that our teams are doing an exceptional job on the ground.
“With some big developments to our in-gym experience and a busy opening pipeline for 2025, it’s going to be an incredible year – we’re just getting started.”
Recognising its achievements, Snap Fitness recently earned its highest-ever ranking in the Elite Franchise EF100.
The EF100 celebrates the UK’s strongest performing franchises, with Snap Fitness jumping to 22nd in the rankings, a 16-place rise from 2023.
Tom appointed Myzone’s global marketing director
MYZONE has appointed Tom Davies as its new global marketing director. Tom brings a wealth of experience from the fitness and marketing sectors, having served as director of marketing for UK and Ireland at Anytime Fitness for nearly three years, where he led a team of eight. Prior to this he worked as sales and marketing director at Parkwood Leisure.
CEO Jay Worthy said: “Myzone is at a pivotal moment in its lifecycle. Following the recent appointment
of Vahid B. Zadeh as CTO, I’m so pleased that Tom is joining us to help evolve the business strategically and position the brand for its next stage of growth.”
A passionate Myzone user for more than six years, Tom has achieved Myzone’s coveted Hall of Fame status.
He said: “I’ve always been a massive fan of the brand and the product.
“My experience spans both the public and private sectors, so
transitioning to product marketing for a brand I love is really exciting.
“Myzone’s unique ‘secret sauce’ sets it apart from other fitness technology products and I’m looking forward to unlocking its huge potential.”
Tom will report directly to Jay, manage the marketing team and partner with the sales team to deepen relationships with gym operators, understand their pain points and explore opportunities for Myzone to support both existing
and new customers.
Myzone has also expanded its marketing team with two new key appointments.
Hannah Lewin, formerly international marketing director at Keiser, has joined as the international distributor marketing manager, while Lauren Delahoy has been named CRM manager.
Bridget Butler is also joining the Myzone support team, working closely with marketing, as education and training manager.
New package launched to reward professionals
CoverMe Fitness has launched an exclusive perks and discounts package for fitness professionals.
Available for free through the CoverMe app, the new offer reinforces the company’s commitment to rewarding fitness professionals, whose passion and expertise are key to member retention in gyms and studios.
Fitness professionals can now access hundreds of high-value discounts and offers from premium brands including Nike, Adidas, Sweaty Betty, Samsung, Myprotein and Under Armour directly within the CoverMe app, thanks to CoverMe’s new partnership with Club Perks.
The new package expands on CoverMe’s comprehensive range of rewards, designed to support fitness professionals in their careers.
Highlights include extensive educational opportunities offered in partnership with industry leaders such as Future Fit, SH1FT
Fitness and Hatton Boxing.
CoverMe users also benefit from exclusive discounts on essential resources, including technology, indemnity insurance, first aid training and music licensing.
“Fitness professionals are rarely recognised for their critical role in the sector, particularly freelance group exercise instructors who are at the heart of member loyalty,” said Lou Crossland, chief commercial officer at CoverMe Fitness.
The new rewards package aligns with CoverMe’s mission to connect educated and qualified fitness professionals with local clubs and studios, empowering them to advance their careers, boost their income and simplify their work lives.
Beyond discounts, the CoverMe app functions as a digital wallet for fitness professionals featuring their CVs and qualifications, as well as acting as a scheduling tool and signalling their
availability for work to operators.
Figures show that instructors using the CoverMe platform teach an average of 13 more classes each month and also save six hours per month by automating invoicing and admin tasks through the app.
To date, 3,600 fitness venues, including operators like Virgin Active, Fitness First, Total Fitness and Serco, have adopted the CoverMe app to streamline staff management.
Every operator that has joined the platform has continued to use it.
“It’s in the industry’s best interest to reward high-quality fitness professionals,” added Lou.
“Recognising and rewarding their dedication and hard work with meaningful perks will help attract and retain skilled instructors delivering first-class fitness experiences for club members.”
Advertiser’s announcement
How to make new members feel at home in your gym
By Wayne Heath
JOINING a gym can be a big step for many people. For some, it’s an exciting start to their fitness journey, but for others, it can feel daunting and unfamiliar.
The truth is, those early experiences can make or break a new member’s commitment, not just to their fitness goals, but to your gym.
As a gym owner or manager, creating an environment where new members feel comfortable and supported isn’t just a kind gesture, it’s a proven strategy for building loyalty and driving long-term success.
Let’s dive into how you can make new members feel confident from day one;
Start strong with a warm welcome First impressions matter, and your onboarding process is the foundation of a positive gym experience.
When new members join, they’re often unsure of what to expect.
A structured and welcoming introduction can turn nervous energy into excitement.
Here’s how:
n Send a welcome pack: Include essentials like opening hours, class timetables, house rules, and even parking tips. Adding a personal note inviting them to reach out with questions can make a world of difference.
n Offer a thorough induction: Show
them around, explain how to use the equipment, and take the time to understand their fitness goals. Logging this information in their member profile lets you provide tailored support in the future.
n Follow up: Don’t let the connection stop at the induction. Check in after a week, two weeks, and a month to address concerns and keep them engaged. Making members feel valued from the outset can set the tone for a long and rewarding relationship.
Equip them with confidence
For many newcomers, stepping onto the gym floor can be intimidating. Without proper guidance, they may feel overwhelmed or selfconscious. Providing beginnerfriendly resources can ease that uncertainty and empower them to
succeed.
Consider these steps: n Label equipment clearly: Use easy-to-read instructions or QR codes that link to tutorial videos. This allows members to learn at their own pace without having to ask for help.
n Offer a free personal training session: A one-on-one session can build confidence, teach proper form, and set the groundwork for a personalised fitness plan.
When members feel equipped with the knowledge they need, they’re more likely to stick with their routine – and your gym.
Build a community they’ll love
A gym isn’t just a place to work out –it’s a place to belong.
Creating a sense of community helps members feel connected, reducing anxiety and fostering loyalty.
Here’s how to make it happen:
n Host events and challenges: Invite members to take part in fun, inclusive activities that encourage camaraderie, like fitness challenges, charity events, or social gatherings.
n Encourage staff engagement: Train your team to greet members by name and interact with them on the gym floor. Building rapport goes a long way in making members feel valued.
n Foster connections in group classes: Instructors who learn members’ names and create a welcoming atmosphere can help
turn classes into social hubs.
“Gyms that prioritise community thrive,” said fitness business consultant Ryan Charlesworth.
“It’s not just about hosting events – it’s about fostering daily connections. Greeting members, engaging with them, and making them feel part of something special is what sets great gyms apart.
“Members who feel like they belong are more likely to stay, spend more, and become your biggest advocates.”
Turning comfort into confidence
Helping new members feel comfortable and confident isn’t just about excellent service – it’s about creating a culture where everyone feels supported.
By focusing on thoughtful onboarding, beginner-friendly resources, and a vibrant community, you’ll not only improve retention but also cultivate a gym environment people are proud to be part of.
Start small, refine your approach, and watch the results: happier members, glowing reviews, and a stronger business.
ClubRight is here to support your gym every step of the way. From membership management to class bookings and billing, our software makes it easier to run your gym so you can focus on building a thriving community.
Call us today at 0203 884 977 or book a free demo to see why more than 1,000 fitness businesses trust us.
Wayne Heath
Advertiser’s announcement
TaiSPO Taiwan Sports and Fitness Show celebrates its 50th Anniversary in March
TaiSPO, Taiwan’s Sports and Fitness Exhibition, will take place from March 26–29 at Taipei Nangang.
Under the theme “Stay Fit, Stay Well,” the event brings together key players from the sports, fitness, tech, and outdoor leisure sectors, creating a vibrant ecosystem of industry leaders.
Organised by the Taiwan External Trade Development Council, TaiSPO celebrates its 50th anniversary in 2025 and will be held alongside the Taipei International Cycle Show (TAIPEI CYCLE).
Together, the two exhibitions will showcase more than 1,100 brands, marking March as “Taiwan’s International Dynamic Month for the Sports and Fitness Industry.” Professional buyers are now welcome to register online for free admission.
Taiwan has long been recognised as a leading hub for premium sports and fitness equipment manufacturing, with decades of expertise in OEM/ ODM production and a strong
foundation in R&D that has supported many companies’ transition to independent brands. Prominent exhibitors this year include Johnson Health Tech, DYACO, DK CITY, JK FITNESS, ALLTRADE, JOONG CHENN, GEE HOO, and SPORTS ART.
With the growing popularity of fitness and sports, visitors to TaiSPO will encounter an array of innovative offerings.
The “Health and Sports Fashion Zone” will highlight three
renowned Taiwanese brands for the first time, including VERVE, endorsed by 2024 Olympic champion Lin Yu-ting; the wellknown functional fitness apparel brand AROAK; and TeamJoined, an emerging brand combining sport and lifestyle apparel with a successful international market presence.
Attendees will have the opportunity to experience firsthand the comfort of Taiwan’s advanced functional textiles.
Building on last year’s success, the Diving Zone will once again feature a full array of diving equipment, systems, training, and travel services, offering a comprehensive experience for enthusiasts.
Additionally, the Sports Tech Zone (Sport-bilities) will open to international startups for the first time, with plans to showcase 12 pioneering companies in sports technology, presenting innovations in AI applications, system services, virtual race platforms, and virtual coaching. During the event, the “International Fitness Forum” will cover global fitness trends and insights into local gym management strategies.
The “Strongman Fitness Challenge” will also be organised, inviting gym teams to participate and enjoy the lively atmosphere of the fitness carnival.
Last year’s show attracted professionals from 77 countries. Industry peers are invited to register for a free visitor pass at www.taispo.com.tw
Elevate and FitPro join to relaunch FitPro Live
ELEVATE, the UK’s largest trade show for the physical activity and fitness sector, has announced an exciting partnership with FitPro, one of the most influential and impactful educators for fitness professionals, to reimagine and relaunch the popular FitPro LIVE event.
Set to run alongside Elevate 2025 at ExCeL London, FitPro LIVE promises a new format of innovative and inspiring educational experiences, creating an unmissable opportunity for fitness professionals to connect, learn, and elevate their skills to new heights.
FitPro LIVE will include a two-day exclusive educational and practical business stream programme designed specifically for fitness professionals, personal trainers and group exercise instructors.
The event will be held off the Elevate show floor, offering hands-on sessions and in-depth educational opportunities, helping attendees enhance their skills and knowledge while earning valuable CPD points.
Teresa Wheatley, executive director at FitPro, said: “We’re delighted to collaborate with Elevate to revive the much-loved FitPro LIVE.
“We have a strong reputation for providing top-tier education, events, insurance and resources to fitness professionals and this partnership creates an unparalleled platform for these individuals to connect, learn and draw inspiration from the very best in the field.
“Our instructors and practitioners are the beating heartbeat of our industry and we want to offer education and face-to-face networking opportunities to inspire these talented individuals to stay within this sector.
“After all, these professionals are the buyers and decision makers of the future! In an industry that thrives on community, we look forward to helping them feel more connected
and empowered than ever before.”
This addition to Elevate aims to strengthen the community of fitness professionals by providing a platform to network, learn from experts and access cutting-edge insights in fitness education.
Lucy Findlay, event director at Elevate, added: “We are incredibly excited to welcome FitPro LIVE to the Elevate family for 2025. The addition of this educational stream is a fantastic opportunity for fitness professionals to access world-class education and stay at the forefront of industry developments.
“FitPro’s reputation for delivering high-quality content, coupled with the scale and diversity of the Elevate show, means we’re set to deliver an exceptional experience for all attendees.”
FitPro LIVE will run alongside the two-day Elevate exhibition on June 18 and 19 at ExCeL London. While entry to Elevate remains free, tickets for the FitPro LIVE will be available for purchase, with early bird pricing set to launch in the New Year.
Fitness On Demand enters wearable market
FITNESS On Demand has launched a partnership with gBeat, a unified fitness focused platform for Apple Watch and Android/Wear OS smartwatches, to bolster its holistic wellness platform.
The partnership will see Fitness On Demand’s Flex App and Group Studio integrate with gBeat’s geolocation and heart rate technology, allowing members to better leverage their smartwatches trackers and improve their in-club experiences.
Andy Peat, CEO of Fitness On Demand, said: “This partnership is a huge milestone for us as we continue to provide operators with every tool necessary to create engaging, holistic experiences in their clubs. Recent research revealed that nearly 400 million gym-goers are using wearable fitness trackers currently, with that number anticipated to reach 525 million by 2029, making this a crucial opportunity for the industry.”
The smartwatch app will
utilise geofencing technology to automatically launch when a member is close to their gym, studio or health club, creating a seamless start to their workout.
From the smartwatch, users are able to track their workout and display their heart rate, training zone, calorie-burn and workout duration data on TV displays on the gym floor and in studios. Once a member has finished their session and left the gym, geofence technology will recognise their
location and automatically end their workout. Data from the workout is then recorded on Google’s Health Connect and Apple’s HealthKit, displaying a summary of the session including heart rate, duration and calories burnt.
Chris Hart, CEO of gBeat, added: “Fitness On Demand is an incredible launch partner for us, given their growing installed base and their focus on delivering the most innovative digital solutions in fitness.”
Mid Devon Leisure launches menopause initiative
MID Devon Leisure has announced a new initiative focused on menopause education in a pioneering move to support the health and well-being of women in the community.
The programme, featuring renowned menopause consultant Amantha King, aims to empower women and people with the knowledge and resources to navigate this critical stage of life with confidence and support.
The menopause, a natural biological process marking the end of a woman’s reproductive years, affects millions worldwide. In the UK alone, it is estimated that around 13 million women are currently either perimenopausal or postmenopausal, representing nearly a third of the entire female population.
Despite its widespread impact, menopause remains a topic shrouded in stigma and misinformation, often leaving women feeling isolated and uninformed.
Recognising the need for comprehensive, accessible
education on this subject, Mid Devon Leisure has collaborated with Amantha, a distinguished menopause consultant and advocate.
Amantha is renowned for her work in demystifying menopause and providing practical advice for women and their families. Her engaging and informative approach has earned her accolades across the UK, making her the perfect speaker to lead these sessions.
“Amantha King is a member of ours and brings a wealth of knowledge and empathy to the conversation
about menopause,” said Nick Dean, fitness duty manager of Exe Valley Leisure Centre. “We are thrilled to host her and provide a platform for this important topic, which affects so many in our community.”
Employees of Mid Devon Leisure have received educational sessions to upskill them and Amantha has also provided two public sessions that were free of charge.
These sessions at Exe Valley Leisure Centre, Tiverton, and Lords Meadow Leisure Centre, Crediton provided attendees with a comprehensive understanding of menopause, from
symptom management, relationship advice to the benefits of exercise and mental health strategies.
Attendees also gained valuable insights into the physical and emotional aspects of menopause, including how to identify symptoms, seek appropriate medical support, and make lifestyle adjustments that can significantly improve quality of life.
The sessions also explored the latest research and developments in menopause care, ensuring that participants left with up-to-date, evidence-based information.
Group fitness manager Nick Denslow added: “We’ve made impactful steps regarding menopause awareness, however, our efforts are not stopping there.
“We intend to bolster our education programme with Amantha, provide free resources and develop menopause awareness champions at each of our centres.
“More and more of our members are openly discussing it with our fitness consultants so there is no better time than now.”
Advertiser’s announcement
Sales tips for selling gym memberships in 2025: Proven techniques for success
By Dean Godfrey
AS WE move into 2025, the way gym memberships are sold is evolving rapidly.
The fitness industry is becoming more personalised, tech-driven, and community-focused, meaning the sales approach needs to adapt to meet new consumer expectations.
Effective sales techniques in this landscape are about building trust, delivering value, and using technology to enhance the sales process.
Here are essential sales tips and techniques to help you succeed in selling gym memberships in 2025:
Master the art of consultative selling In 2025, gym memberships will not be sold by simply listing features— salespeople must engage in consultative selling.
This approach is about understanding each prospective member’s needs and tailoring the solution to meet those needs. Instead of just focusing on closing the sale, a consultative approach involves listening actively, asking the right questions, and offering a solution that aligns with their personal fitness goals.
For example, start by asking openended questions like:
n “What are your main fitness goals right now?”
n “What challenges have you faced in the past with fitness programs?”
n “How important is flexibility in your workout routine?”
By truly understanding their pain points, you can present a membership package that resonates with their specific needs, whether that’s flexibility, wellness offerings, or a particular workout style.
This personalised approach builds rapport and shows potential members that you care about their fitness journey, not just making a sale.
Use the “Feel-Felt-Found” technique
The Feel-Felt-Found technique is a powerful tool in overcoming objections.
When a potential member expresses concerns, this technique allows you to empathise with them and guide them toward the right decision.
Here’s how it works:
n Feel: Acknowledge their concern and show empathy. For example, if someone is concerned about the cost, say: “I understand how you feel about wanting to ensure you’re making a good investment.”
n Felt: Share a past experience or a story of someone who had the same concern. “A lot of our members felt the same way before they joined.”
n Found: Offer a solution by explaining how the gym has worked for others. “What they found is that, once they committed to a regular routine, the benefits outweighed the initial cost, and they saw real progress in both physical fitness and mental health.”
This technique is effective in addressing objections and moving prospects closer to a positive decision.
Create urgency with time-sensitive offers
One of the most effective selling techniques for gym memberships is
creating urgency.
In a market full of options, prospective members may delay their decision-making.
Offering limited-time promotions or exclusive deals can motivate them to take immediate action.
Sales professionals can frame urgency with offers like:
n “Sign up by the end of the week and receive 30 per cent off your first three months.”
n “Only 10 spots available for our exclusive fitness class. Would you like to reserve yours now?”
n “This is a limited-time offer for our new members. Don’t miss out on this exclusive package.”
When using urgency, it’s essential to communicate the value they’re receiving in addition to the timesensitive offer.
This creates a sense of FOMO (fear of missing out) and encourages prospects to act quickly.
Highlight the benefits with storytelling People connect with stories, not features.
Instead of merely listing the amenities of your gym, use storytelling to highlight how your gym has transformed the lives of current members.
For example, instead of saying, “Our gym offers yoga, weightlifting, and HIIT classes,” share a story about a member who achieved their fitness goals by utilising these programmes.
“One of our members, Sarah, was looking to relieve stress and improve her flexibility. She started taking our yoga classes twice a week, and after a month, she reported feeling more energised and in her daily life.”
Stories create an emotional connection and allow potential members to envision themselves achieving similar results.
Use social proof to build credibility In 2025, social proof is an essential sales tool.
Consumers trust the opinions of others, so sales teams should actively use testimonials, reviews, and success stories to build credibility and trust.
Encourage satisfied members to share their experiences via online reviews, social media, or testimonials.
Display these stories on your gym’s website, social media accounts, and in-person at the gym to highlight your gym’s positive impact.
During sales conversations, you can use social proof like this:
n “Many of our members have seen significant results. For instance, Tom, who started with us a year ago, lost 20 pounds and significantly improved his cardio. Would you like to see his full success story?”
n “Our gym has a 4.8-star rating on Google, with more than 100 positive reviews from local fitness enthusiasts.”
By presenting real-world examples of success, you reduce perceived risk and help potential members feel more confident in their decision.
Conclusion
Selling gym memberships in 2025 requires a blend of modern sales techniques and a focus on personalisation and building trust.
By mastering consultative selling, using the “Feel-Felt-Found” technique, and leveraging urgency, gym sales professionals can effectively close deals and build long-lasting member relationships.
Focusing on storytelling and social proof will help keep your gym competitive in an ever-evolving market.
Use these sales strategies to stand out, connect with potential members, and grow your membership base in the competitive fitness landscape.
n Dean Godfrey is the chief operating officer of Creative Fitness Marketing.
Chain makes Wattbike a preferred supplier
WATTBIKE has revealed a new multi-market partnership with Anytime Fitness, naming the indoor performance bike brand as a preferred supplier for the operator’s locations in the UK, UAE, Australia and Asia.
The expansion of Anytime Fitness clubs is rapidly increasing, with plans for establishment in more than 40 countries.
More than 300 new clubs are anticipated to open annually, catering to nearly five million members across more than 5,200 clubs.
The partnership officially commenced in June 2024,
building upon an existing collaboration between Wattbike and Anytime Fitness within the UK market.
Patrick O’Brien, senior director of international partnerships at Self Esteem Brands, the parent company of Anytime Fitness, said: “Each supplier within our network enhances the unique experiences for our members, ensuring toptier service delivery across the board.”
“With a global presence spanning more than 5,000 franchised locations in 40 countries, Anytime Fitness provides an inclusive and
supportive environment, incorporating cutting-edge technology and guidance. Wattbike, renowned in its industry for innovation and expertise, aligns well with this vision, making it a fitting partner for Anytime Fitness franchisees, in these markets.”
Under this partnership, franchisees gain access to indoor bike options from Wattbike, including the advanced features of the AtomX and Pro/Trainer.
The AtomX smart bike offers a high-definition performance touchscreen, digital shifters and various workout options for a
realistic cycling experience. Meanwhile, the Pro/Trainer, known for its pioneer status and air resistance technology, serves as an tool for interval training, performance assessment and rehabilitation.
Tom Crampton, head of commercial at Wattbike, added: “We’re excited to announce this global partnership with Anytime Fitness, a company that is on a path of impressive global expansion. We’re looking forward to supporting them in these key international territories with the best that indoor cycling has to offer.”
Dean Godfrey
Report shows growth opportunities as focus turns to data and AI
SPORT England and ukactive have released the Digital Futures 2024 report, marking a successful fourth year of consultation.
The report provides a measure of how the UK physical activity sector, including fitness and leisure operators, National Governing Bodies for Sport, Active Partnerships, sports clubs and other providers are embracing digital and the next steps required for growth.
This year saw 117 eligible UK fitness, leisure and sport organisations complete the consultation, representing 1,600 sites and around four million members nationwide.
Since the Digital Futures programme began in 2021, 295 organisations have completed the consultation.
The report tracks trends in the sector’s digital adoption and this year’s consultation shows an increase in the number of organisations using the latest artificial intelligence (AI) in day-to-day operations (up three per cent from 2023), with more saying they plan to use AI in the future.
Dave Gerrish, strategic lead for digital at ukactive, said: “The fourth year of our Digital Futures programme shows the steady progress our sector has made in using digital effectively to better operate facilities and welcome even more people through the doors.
“As we enter the next phase of the programme, we’re starting to see the benefits for operators using the insights from the consultation and index tool to enhance their digital maturity and consequent growth in their operations and services.
“We’re looking forward to welcoming more
operators on board to progress their digital strategies and supporting even more people to get active.”
Key findings from the report:
n Overall, the average score for digital maturity and effectiveness among the surveyed UK organisations was 51 per cent – an increase of four per cent from 2023. The Digital Maturity and Effectiveness Index describes this level (40 to 59 per cent) as ‘Digital Experimenter’, typically meaning that operators are making great strides forward but missing the investment, goal alignment and rapid advances to yield a strong performance.
n Returning participants in the Digital Futures programme, known as the Digital Futures Cohort Group, scored higher, with an average of 55 per cent – especially those involved for four years or
more, which scored 66 per cent on average.
n Four operators reached ‘Digital Leader’ status, the pinnacle of digital maturity and effectiveness, by scoring 80 per cent or more. One of these ‘Digital Leaders’ reached a score of 90 per cent.
n Organisations with six to 10 locations saw a 13 per cent uplift in scores, demonstrating that even with fewer resources, smaller organisations can benefit from greater agility.
n The largest improvement was seen in data and insights, which rose by five per cent after a decline in 2023. This suggests increased value from the importance of data and insight capabilities, data standards, data security and appropriate infrastructure. Data sources are set to grow due to emerging technology such as AI.
n Greater insight was shown on the fitness and leisure sectors transition to the cloud, with 68 per cent of organisations using cloud-based leisure management systems and 100 per cent considering updates or changes within the next 12 months, laying the foundations for emerging tech interoperability.
The report recommends continued focus on developing a comprehensive digital strategy aligned with their overall business goals.
This year’s figures continue to show insufficient prioritisation of digital among many participants, with the authors recommending that this year’s participants follow those that have engaged in the programme since inception, of which 63 per cent have a comprehensive strategy.
Having a comprehensive digital strategy will give organisations the opportunity to leverage data and insights for growth.
DRAX launches in UK as part of global expansion
SOUTH Korea fitness brand
DRAX has launched direct operations in the UK, with the acquisition of equipment supplier Outdoor Fitness Concepts.
Renowned for its technological advancements and innovative product lines, DRAX already has a direct presence in Europe, Japan and Australia, and exports to 43 countries worldwide.
Seon Kyung Yoo, CEO of DRAX, said: “The UK fitness sector remains very strong, and we see huge potential for DRAX.”
Product innovation is at the core of the brand, with more than 90 patents and 110 industrial property rights.
Operating under DRAX Fitness UK, the manufacturer’s full range of fitness equipment and digital solutions is now available direct to UK gyms.
This includes DRAX’s unique AI fitness platform, DRAXfit, which integrates all digitally controlled equipment and facility processes needed for centre use for an improved, data-led experience for operators and improved health outcomes for users.
Also exclusive to DRAX is goFlex and T-Mirror, which offer customised exercise guidance and management through the platform.
DRAX’s cardio offering includes
the world’s first automatic speedadjusting treadmill technology, SPEEDSYNC; My Mountain, the minus five per cent to 50 per cent incline trainer with 40 per cent of the footprint of most treadmills; as well as bikes, ellipticals, and stair climbers. Strength equipment includes a full range of plate loaded, selectorised, cables and free weight equipment.
Also unique to DRAX, the selfpowered three-piece Synergy Air HIIT line combines full-body strength and cardio workouts into a single machine, with over one million watts of resistance.
Since launching in 2001, DRAX has also heavily invested in manufacturing processes and R&D, building its own smart factories as part of the brand’s commitment to scientific
innovation and improved production processes.
As part of the acquisition, Outdoor Fitness Concepts’ founder and CEO Steve Perrins will continue as CEO of DRAX Fitness UK, utilising more than 30 years of experience in delivering fitness solutions to lead the rollout of the brand in the UK.
He said: “This is a really exciting development for DRAX and for the UK fitness sector; DRAX is leading innovation in the industry, with the appetite to become the global number one fitness brand, which the UK will play a pivotal role in as one of the key markets within the global fitness industry.
“DRAX offers something truly unique, combining world-leading technology, quality and innovation in manufacturing, and highly competitive pricing, backed by a service and support solution that will add value to every client.
“We are focused on growing the UK team, and combining our expertise to deliver cutting-edge fitness equipment and solutions to gyms across the UK.”
DRAX Fitness UK will continue to strengthen and grow its relationship with innovative US strength brand Hoist Fitness, and extend its own range of outdoor gym equipment and training solutions.
ukactive launches The Active Standard to unify and raise standards
THE Active Standard has been officially launched by ukactive, signalling a huge step forward in the shared mission to enhance standards at fitness and leisure facilities across the UK.
The standard, known also as ‘TAS’, has been designed for all operators – whether from the private, public or independent part of the sector – and comes free of charge as part of ukactive membership.
‘TAS’ is a baseline certification aligned with the industry’s existing standard schemes, FitCert and Quest, and provides an opportunity for operators to demonstrate their quality and compliance with UK law, therefore building consumer trust and improving reputation and resilience.
To achieve The Active Standard, operator members are assessed by a third-party assessment body against a strict criteria covering requirements for health and safety compliance, professional standards, safeguarding measures and data protection.
Certification lasts three years before re-assessment is required to ensure standards are maintained.
Successfully achieving the certification will support operators to foster opportunities for growth with new partners across the wider public health agenda, by instilling confidence in the safety and professionalism of their sites.
The Active Standard will complement both Quest and FitCert, providing a new entry route and pathway through the standards world for many operators, while reinforcing the commitment of those further along in their journey.
Huw Edwards, CEO of ukactive, said: “Demand for our sector’s services is growing rapidly as more people across the UK and Europe prioritise
physical activity for their health and wellbeing.
“With this increase in demand, our sector is determined to raise the standards of health and safety, and inclusion, so more people can access and enjoy the benefits of being active.
“We are delighted to introduce The Active Standard as a major new benefit of ukactive membership which will act as a gateway for more operators to show they are taking the right steps to achieving excellence.
“Thanks to the support of EuropeActive, Right Directions, CIMSPA, Sport England and NEN, we are confident that all operators, no matter how big or small, will find The Active Standard valuable and supportive in reaching more people.”
Plans for The Active Standard were first announced at the Active Uprising Conference in 2020, where Baroness Tanni Grey-Thompson set out a commitment from ukactive to drive improvement and professionalism across the sector.
Since then, the standard has been meticulously tested with a representative sample of operators during a multi-year pilot, assessed by Right Directions, to ensure the certification works for organisations of all types and sizes.
The pilot included a cohort of sites developing musculoskeletal health programmes to demonstrate that high standards can support the integration of our sector into health care pathways with the NHS.
Development of The Active Standard syllabus has been supported by ukactive’s Standards and Legislation committee, which has helped scrutinise the criteria.
As part of the development, ukactive has been working closely with partners Sport England, CIMSPA, Right Directions (which delivers Quest),
and EuropeActive and NEN (which together deliver the European FITcert Scheme).
ukactive also convened leading standards experts from across the UK and Europe to inform the final development of the standard in April this year.
Each of the sector standards will maintain their unique position in the market.
The Active Standard has been designed as the foundation and baseline certification, meaning operators can progress their level of standards through the likes of Quest and FitCert, without duplication.
Member operators that have already achieved either Quest or FitCert against the International Standard for Sampling (ISO) (the square root of the total number of sites operated by an organisation) will automatically achieve The Active Standard certification.
This means that organisations that have achieved these qualifications across a number of sites equivalent to the square root of the total number of sites they operate, (eg three sites out of a total of nine) will also achieve The Active Standard.
ukactive is currently onboarding pre-qualified organisations – including those that successfully achieved The Active Standard during the pilot phases.
From January the first wave of member operators to enter the certification process will be contacted by ukactive to begin their journey.
While some organisations will be able to evidence how they already comply with The Active Standard, others will be supported to work towards achieving certification. Once completed, certificates for The Active Standard can be publicly displayed and promoted.
Intershape Fitness Colne and Skipton – achieving growth through strategic marketing with CFM
Background
Intershape Fitness, with two sites in Colne and Skipton, has partnered with CFM for more than a decade, achieving consistent membership growth and increased secondary revenue from services like personal training and supplements.
This long-term collaboration has brought nearly 2,000 members across both clubs, making Intershape a local fitness mainstay.
The latest campaign
The recent campaign, running over six weeks, added 279 new members and generated a projected profit of £41,208.
With minimal disruption to regular club activities, this campaign leveraged CFM’s strategic approach to reach a wide audience and maximise local impact.
Gym manager Tom Dawson said: “This is the second campaign we’ve run in the last 12 months.
“Last year we brought in around 400 members across both sites, and we’ve also seen online membership growth alongside secondary sales.”
The strategy
CFM used a multi-channel approach tailored to Intershape’s local market:
1. Facebook advertising: Reached a broad demographic in the local area, generating interest and brand awareness.
2. In-club events: Created a community buzz
and brought potential members into the gym to experience it firsthand.
3. Direct mail: Targeted households with personalised offers, showcasing Intershape’s community spirit.
4. Outdoor signage: Increased visibility, making the gym prominent in the community.
5. Creative one-day offers: Encouraged immediate sign-ups with limited-time incentives.
6. SMS marketing: Directly engaged past and potential members with timely promotions.
This multi-faceted approach allowed Intershape to reach various segments within the community and maintain visibility across different platforms.
Client testimonial
Tom noted one of the unique aspects of CFM’s service is its adaptability to current social media trends.
“It really is the complete package that these guys bring with them,” he added. “The ability to stay up to date with social media trends has been key to keeping Intershape relevant and competitive in a fast-evolving market.
Results
With 279 new members, £41,208 in projected campaign profit, and strengthened brand presence in both Colne and Skipton, Intershape Fitness is reaping the rewards of its long-term partnership with CFM.
Beyond the numbers, the campaign’s success has solidified Intershape as the go-to fitness hub in its community.
For more information on how CFM can help your club grow, visit uk.cfm.net or
Advertiser’s announcement
Newcomer of the Year sponsored by Xplor
Iron Island, Bury St Edmunds
As the name indicates, this facility clearly leans towards strength training and bodybuilding with a large amount of excellent equipment. However, it does a great job of reaching other population subsets by offering spin, yoga and ante/post natal classes. In addition, the group exercise timetable includes Pilates, evidencing they have their finger on the pulse as analysis shows popularity of this discipline has resurged to be the current hot trend. Link to the Hyrox brand also shows a good awareness of what’s going on in the marketplace. A number of individual success stories bear testament to a results driven service, but the standout point for me was another example of being on-point with current trends in the wellness facilities, specifically cryotherapy and physio, helping members to understand the important balance between working out and recovery.
Gym Team of the Year sponsored by Speedflex
Ware-House, Swansea
Ware-House is a thoroughly deserving winner in this category, showcasing an impressive and detailed submission that highlights the depth of the team’s shared values, structure, and operations. Their commitment to building a strong, value-driven foundation shines through in every aspect of their approach, setting a standard for excellence in the industry. This team’s dedication to quality and collaboration sets them apart as excellent roles models for the industry.
Regional Gym of the Year Scotland and Northern Ireland sponsored by MT3 Fitness
The
University of Edinburgh
The University of Edinburgh continues to invest in its sporting facilities and The Pleasance is an example of how this investment sees positive returns through the variety of groups who use the venue, whether it be for wellbeing, recreational or high-performance training, there is something for everyone at The Pleasance and it is truly open to everybody.
The University leads the way as Scotland’s number one sporting university and with facilities like The Pleasance, Peffermill, Easter Bush, Firbush and St Leonard’s there are no signs of this letting up and only going from strength to strength as it creates a unique setting for its students and wider community.
Regional Gym of the Year North sponsored by Exigo
The Pride Gym, Bradford
With a lion theme throughout and a black and gold decor that also spreads to the majority of the equipment, the ever expanding facility sends a clear, professional message to anyone who steps foot through the door and gets the warm welcome from the friendly staff.
The gym itself is now more than 11,000 square feet and offers something for everyone in a comfortable environment, as well as the latest kit, as the owners are constantly looking to reinvest to improve their offering for the members. They are also keen to hear what equipment the members would like in the gym.
Regional
Gym of
the Year Midlands and Wales sponsored by Staffs Fitness
Elements Fitness & Wellbeing, Stafford
As a family run business, the owners take extreme pride in offering the best service and facility to its members, and continues to try and separate itself from the rest to make Elements a community accessible to anyone.
After our years as an establishment, its has gained a fantastic core foundation of members who have stuck by them and continue to support every day.
The owners take great value in the fact these individuals choose to use Elements as their home rather than the well known commercial facilities on offer. Long may this continue and help the owners to create an environment they can all call home.
Regional Gym of the Year South sponsored by Clubright
East Grinstead Sports Club
State-of-the-art equipment and beautiful green scenic views are what sets East Grinstead Sports Club apart from its competition: this is evident in their retention figures, which averages at 91 per cent following the refurbishment. With a diverse membership base (ranging from 16-80+, from topflight athletes to those just starting on their fitness journey), the Club are continuously seeking to expand their offering to ensure an inclusive facility for all. Notably, they have recently introduced walking sports activities and classes for beginners to target an audience who might not otherwise engage in exercise. This, alongside the development of a wellness programme, underpins how committed the Club are to providing a total-wellness solution for all.
Customer Service Award sponsored by Workout
Snap Fitness Isle of Wight
You get the impression from the questionnaires that members want the club to win as much as the team themselves. This was by far the most detailed set of member responses with many saying they felt the club and the team really deserved this award. Members feel comfortable and at ease in the club. They say “nothing is ever too much trouble,” and that the team “go above and beyond.”
The high standard of cleanliness was cited multiple times. Several members said, “one of the team is always cleaning” and another observed that “considering it is open 24/7 it’s remarkably clean.”
The quality of gym inductions was praised, as well as staff willingness to book these even during normally unstaffed hours.
Best Hotel and Spa Facility sponsored by ServiceSport
Hoar Cross Hall, Burton-on-Trent
From the unique spa terrace I’ve never seen anything like that before) the refurbishment and showroom link with Matrix and Peloton, the Reformer studio is spot on trend, along with the breath work and sound healing classes.
The biomass on-site facility to reduce the environmental impact along with the fact they have a waiting list and their current members are between 40-60 makes it a clear winner.
Boutique Facility of the Year sponsored by Jordan
CPASE Health Club, Knutsford
State-of-the-art gym equipment is married with excellent audio-visual provision across the studios, and the use of tech ensures a high quality, immersive exercise experience for all participants. Strong branding is carried through the building design, into the gym and cafe but most notably in the impressive signature studios. Recovery facilities are excellent, including infrared sauna, cryochamber, crystal steam room and vibration therapy but it’s the small, personal touches that set this facility apart from the pack, such as scent infused towels issued at the end of class and the option for members to book a private dining room. A further commitment to excellence is demonstrated by, not just offering outdoor activity to help members benefit from essential vitamin D, but building two padel courts to provide an opportunity to enjoy the fastest growing sport in the world.
Ladies Only Gym of the Year sponsored by Script
Believe and Achieve, Sheffield
This was an incredibly competitive category, but Believe and Achieve have earned the title with their unique, personal approach that makes each and every member feel valued, seen, and supported.
Their capped membership, weekly Zoom calls, impressive member resources, high retention rate, and steady growth over 11 years highlight their commitment to quality and community. Combined with their thoughtfully designed programming, Believe and Achieve exemplify what it means to truly invest in their members, making them a highly deserving winner.
Strength Training Gym of the Year sponsored
Gainz Fitness & Strength, Bedford
by Altrafit
Gainz stands as a testament to what can be achieved with a commitment to quality, community and excellence in the field of strength training.
Their entry into the category is driven by a belief that the gym exemplifies excellence in strength training, community building and sustainability. The owners are rightly proud of what they have achieved and are eager to share their story, hoping it will inspire others.
Functional Training Gym of the Year sponsored by Upholstery2U
Synergy Group Fitness, Edinburgh
Synergy Group Fitness provides customised classes and training to its members and pay as you go visitors.
I particularly liked the blackboard which added to the community spirit along with the Lifting Pages book club which encourages you to read a book a month. The indoor and outdoors provides lifestyle choices which shone through the presentation.
Group Exercise Gym of the Year sponsored by Layrd
BFit Lincs Gym, Caistor
One of the key factors in creating a sustainable business is developing a genuine community and a good group exercise programme delivers that. From the assets submitted, it’s clear to see the presence and power of the BFit tribe.
Pilates is on a high at the moment so it’s good to see this on the timetable, but what makes this venue stand out from the crowd is the variation in classes with hula, rebounding, burlesque and even goat yoga.
Online booking, a dedicated outdoor exercise area and Myzone help to provide a quality experience and sessions created just for teens shows a commitment to assisting members on a lifelong fitness journey. This was a close category but BFit simply ticked more boxes than the competition.
Member Achievement Award sponsored by Elevate
Chris Nelson, Jetts Greengates
Chris has truly demonstrated remarkable mental strength and resilience, pushing past health challenges that could easily have held him back. Where others might see barriers, Chris has seen opportunities, dedicating himself wholeheartedly to his health and fitness journey. The progress he’s made, especially with his impressive weight loss, is nothing short of inspiring.
Community Involvement Award sponsored by InBody
Phoenix Fitness, Skegness
Reading this entry it really felt like Phoenix Fitness put community first in everything they do, and any growth or financial success is really just a biproduct of having such a large and engaged community. This entry stood above the rest because it’s community reach is three-fold; supporting its members, the local community and local charities. For the members there are many specialised sessions from chair based exercise for older adults, which is followed by tea and biscuits to promote social inclusion, to a weekly open-door session where gym-access is completely free.
The team also takes sessions out into the community, to local schools and sports teams, as well as guided walks which include a weekly litter pick.
Education Facility of the Year sponsored by Indigo Fitness
University of Westminster
This is the first further education facility I have come across who have democratised physical activity by providing it free since 2021. Since when usage has more than doubled.
At their Harrow campus community sports clubs, like basketball, are offered free use of facilities.
At Regent Street, OAP and social activities are offered. Their Dragons Active builds on the social aspect and links in to the students wellbeing services.
Health Club of the Year sponsored by Matrix
The Club and Spa at Cadbury House, Bristol
Being independently owned means The Club and Spa at Cadbury House has the felxibility and ability to react to members’ and non members’ needs. This autonomy to react to customers pushes the boundaries in terms of health, fitness and wellbeing. This independence also enables the team to make on-the-spot decisions in order to enhance the total experience. The owners are also conscious of the need to constantly invest in equipment and facilities. An example was where the gym underwent a £1m refurbishment will all pieces of cardiovascular and resistance equipment being replaced. The kit installed is the same that was used by the competitors at the Paris Olympics and has positioned it as being the most technically advanced in the South West.
Gym-based Personal Trainer of the Year sponsored by YOUR Personal Training
Hilary Spearing, Functional Fitness Studio High
Hilary has earned this award after previously placing as a runner-up, thanks to her clear commitment to continuous professional development, particularly in the areas of women’s health, menopause, and mental health—key growth areas in the industry. Her forward-thinking approach and dedication to staying at the forefront of these essential topics make her an exceptional PT.
Hilary’s client resources were exceptionally detailed, professionally branded, and thoughtfully presented, reflecting her high standards and dedication to client care.
Wycombe
Local Authority/Leisure Trust Gym of the Year sponsored by ServiceSport
Formby Pool Trust, Liverpool
Formby Pool Trust is an example of how a forward thinking approach can totally change the commercial outcome for a facility. Traditionally it’s very difficult for wetside facilities to be profitable but Formby has tackled this head on by developing its fitness facilities to support revenue growth.
This has included increasing the gym footprint by 60% and acquiring a new building, ‘The Studios’ to allow them to offer a large volume of classes a week. I was delighted to read about personal training being included in the membership as well as the planning application for a Pilates reformer studio as two further examples of how this leisure trust is really ahead of it’s peers. Not resting on their laurels, there’s also a further expansion of the gym planned, which will see it double in size again by 2026.
Outdoor Facility of the Year sponsored by National Fitness Challenge
Fitness Rush Mobile, Old Hurst
I really liked the mobile aspect of this product and the very personal background and skills that made it possible.
Liam’s personal conviction that outdoor exercise helps him physically and mentally and how others could benefit.
His community partnerships are super impressive and include homeless charities, ex offenders, and disabled groups.
Ware-House, Swansea
Ware-House is a thoroughly deserving winner in this category, showcasing an impressive and detailed submission that highlights the depth of the team’s shared values, structure, and operations.
Their commitment to building a strong, value-driven foundation shines through in every aspect of their approach, setting a standard for excellence in the industry.
This team’s dedication to quality and collaboration sets them apart as excellent roles models for the industry.
Outstanding Achievement Award sponsored by Life Fitness
Dean Guerriero, Dean G Fitness
Dean is a truly deserving winner of this award, standing out for his brilliant testimonials, deep community impact and unwavering professionalism. Despite privately facing significant personal challenges, he has consistently shown up as a dedicated fitness professional. Dean’s focus on putting his members first and maintaining high energy for their benefit speaks volumes about his commitment. His resilience and dedication to uplifting others make him an inspiring leader in the fitness industry.
A massive thank you ...
To make it onto the shortlist is a real achievement – the quantity and quality just keeps growing year on year so congratulations to not only our winners but all our finalists.
Your Space, Barnsley
I was impressed with how comprehensively this campaign was executed.
Establishing a target demographic subset and reviewing a specific tranche of existing members provided a strategically sound starting point for creating brand statements and matching concomitant imagery, including a bold decision to focus on social and changing spaces rather than just the gym.
A broad-brush approach to digital channels plus TV and radio ads, showed an excellent understanding of how to engage a wide community and the post-campaign analysis of data displayed financial rigour and an understanding of the key business metrics. Segregating and quantifying each aspect of promotional activity makes for a much easier job in assembling future campaigns and will indeed increase the likelihood of further success. Best Membership Campaign sponsored by Enjoy!
Thank you to all our sponsors – some who have supported the National Fitness Awards since the very first year and some new ones who are supporting the awards for the first time. We are grateful for all your support especially that of our headline sponsor ServiceSport. These companies make it possible for us to recognise and applaud the best of the best in the industry that we all love.
A big thanks to our judges too –the WorkOut and Script team that spent many, many hours selecting the initial shortlists.
And our expert panel made up of David Minton, Katie Bulmer-
Cooke, Dean Hodgkin and Cheryl Hersey who worked alongside the WorkOut team to choose our amazing winners. We appreciate your hard work, diligence and commitment in this near impossible task!
Thanks too to our host for the evening, Derek Redmond. Our biggest thank you goes to all our finalists who joined us on the night – you’re all winners and we hope you had a brilliant evening!
National Gym of the Year sponsored by Davies Sports
PHOTOGRAPHY
Thanks to everyone who attended the event, it was a wonderful evening and we’d like to congratulate all our winners plus those runners up who were all worthy of being winners, there was a lot of tough decisions for our judges! If you had your photo taken and would like to see this and purchase copies to share and remember the occasion, please visit our online photography portal: www.script-events.co.uk/nfaphotos
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