The fitness industry is booming. Recent studies reveal that around 17% of the UK population are gym members or planning to join one, driven by an increased focus on health and wellbeing. Gym use is nearly double pre-pandemic levels, with Gen Z leading the charge, inspired by social media trends and a renewed commitment to fitness.
With this surge in demand, competition is fiercer than ever. New gyms are popping up, from global chains to smaller, independent operators. For gym owners looking to carve out their slice of this growing market, standing out is critical.
Here’s how you can ensure your gym attracts and retains members in 2025.
1. It’s Got to Look the Part
Gen Z and social media-savvy 'FitTokers' care as much about aesthetics as they do about fitness. The modern gym isn’t just a place to work out; it’s a backdrop for their content. Eye-catching interiors, vibrant colours, and Instagram-worthy details—like neon signs, greenery, and stylish lighting—can make all the difference.
Invest in clean, well-designed spaces that exude energy and positivity. People are drawn to gyms that feel like an extension of their personal brand, and an attractive setting can quickly turn your gym into a local hotspot.
2. It’s Got to Have the Right Equipment
Nothing turns off a potential member faster than outdated or subpar equipment. Investing in high-quality commercial gym equipment sends a clear message: you value your members and their fitness experience.
Modern fitness enthusiasts are discerning, and they can tell the difference between a gym that’s cutting corners and one that prioritises quality. Equipment like cable machines, free weights, and cardio stations should be durable, user-friendly, and diverse enough to cater to all fitness levels. A premium equipment selection not only attracts serious gym-goers but also builds a reputation for reliability and professionalism.
3. Incentivise the First Few Months Membership
To build your member base, you’ll need to offer irresistible incentives. For new gyms or locations, this might mean heavily discounted rates, such as a £1 joining fee and three months for just £15.
This initial investment in your members' loyalty pays dividends. Once they become accustomed to your gym and integrate it into their routine, they’re likely to stick around and pay full price. The key is to ensure their early experiences are seamless, welcoming, and enjoyable, creating a foundation for long-term commitment.
4. Have an Always-On Approach to Local Marketing
Marketing isn’t just for January when the New Year resolution crowd descends. People decide to join gyms year-round, so your local marketing efforts must be consistent.
Run continuous awareness campaigns on platforms like Facebook and Google Ads. Highlight your unique selling points—whether it’s 24-hour access, premium equipment, or great community vibes. Ensure your gym remains front-of-mind whenever someone in your area considers a membership. Partner with local businesses, host community events, and maintain an active presence on social media to keep your brand visible.
5. Invest in Great Photography
First impressions count, and for many potential members, their first interaction with your gym will be online. Crisp, professional photography showcasing your space and its atmosphere is non-negotiable.
Include shots of your equipment, group classes, and relaxed, welcoming areas like lounges or cafes. Use a mix of models that reflect the diversity of your local community to ensure everyone feels represented. On social media, complement professional images with candid, tagged posts to build authenticity and connection.
Make 2025 a Year of Gym Growth
In 2025, the competition in the fitness industry will be as intense as the workouts you’ll host. But by creating a visually appealing gym, investing in top-tier equipment, offering enticing membership deals, maintaining consistent marketing, and showcasing your space with professional photography, you can position your business to thrive.
The gyms that succeed will be those that offer more than just a place to work out—they’ll provide an experience that keeps members coming back for more. Make your gym the standout choice, and you’ll outmuscle the competition every time.