Why Hotels Are Perfectly Placed to Capture the 85% of the UK Who Don’t Have a Gym Membership

By Ryan Charlesworth | Black Raccoon Consulting

Over 85% of UK adults don’t have a gym membership.

Let that sink in.

Most fitness operators spend their time competing over the same 15%—people who already like gyms, already get fitness, and are already buying memberships.

But what about everyone else?

The truth is, there’s a huge portion of the population that wants to feel healthier, fitter, more energised—but they’re intimidated by traditional gym environments.

And this is exactly where hotels have a golden opportunity.

Why Hotels Are Perfectly Placed

Hotels already sit in a unique sweet spot to attract this untapped market. Here’s why:

1. They feel different

Hotel gyms aren’t intimidating. They’re quieter. Calmer. More personal. They naturally attract people who don’t identify as “gym people.”

For older adults, families, and those returning to exercise, that atmosphere matters. You won’t find loud grunting, chalk clouds, or queues for the squat rack in most hotel clubs. Instead, there’s space, light, and calm.

2. They have the facilities others don’t

Unlike budget gyms, most hotels offer access to pools, spas, steam rooms, saunas, and lounges. That’s a massive draw for people who prioritise wellness and recovery as much as exercise.

And while stand-alone gyms are now trying to add recovery spaces, hotels have had them for decades.

3. They understand service

This is the big one.

Hotels are built on hospitality. Their teams are trained to deliver 5-star service, create experiences, and make people feel welcome.

That’s something most gyms can’t replicate—and it’s exactly what the 85% are looking for. People who are nervous about gyms aren’t looking for barbells and bootcamps. They’re looking for connection, warmth, and service. Hotels already excel here.

So Why Aren’t More Hotels Dominating Local Wellness?

It’s not that the potential isn’t there—it’s that a few key barriers keep hotel gyms from becoming true local wellness hubs.

1. Prices often don’t match the offer

Too many hotel gyms are priced like luxury clubs but offer a relatively basic fitness experience. That mismatch kills value perception.

If you want to attract the general population, your pricing structure needs to reflect what they’re used to—with a few added perks to elevate the experience.

2. Marketing is almost non-existent

Most hotels invest in room bookings, conferences, weddings, or restaurant traffic—but spend very little marketing the gym. It’s often just a buried tab on the website or a brochure at reception.

Local audiences don’t even know they can join—and those who do often don’t understand what they’d be getting.

3. They don’t see gyms as profit centres

This is perhaps the biggest barrier.

Many hotels still see their gym as a guest amenity rather than a business unit. That means limited budgets, underutilised teams, and a lack of investment in growth, staffing, or retention strategies.

Until this mindset shifts, the full commercial potential of hotel wellness offerings remains untapped.

What Hotels Could Do Differently

Let’s talk solutions—because the opportunity is enormous.

1. Reposition the Gym as a Wellness Club

Create a brand within your brand. Don’t just call it the “[Hotel Name] Gym.” Build a lifestyle product with a name, a tone of voice, and an offer that speaks to wellness—not workouts.

2. Target the Local Market with Confidence

Position yourself as the non-gym gym. Use the language of wellbeing, relaxation, and service. Don’t chase the hardcore fitness crowd—go after the real market: people who want to feel better but need a gentler path.

3. Build Packages Around Value, Not Volume

A £55/month membership with gym, pool, towel service, two guest passes, and a wellness event each month? That sells. Focus on layering low-cost, high-perceived value extras—not just selling access.

4. Use Your Service Culture as a Superpower

Train your team to treat members like hotel guests. Service excellence is already part of your DNA—bring that to the gym and watch your retention skyrocket.

5. Invest in the Club Like You Mean It

If you want it to be a commercial asset, treat it like one. Assign a manager. Set targets. Track performance. Invest in marketing. This isn’t just a nice-to-have amenity. It can be a six-figure revenue stream with the right strategy.

Final Thought: It’s Not About Competing With Gyms—It’s About Reaching the Rest

Most hotel gyms try to compete with high street clubs. That’s a mistake.

You don’t need to out-bench them. You need to out-service them. Out-connect them. Out-care them.

If you’re a hotel operator who’s ready to see your wellness space not as a sunk cost—but as a genuine growth opportunity…

Let’s talk.

We’ve worked in hotels, run award-winning spa and leisure operations, and helped properties transform underused gyms into thriving, profitable wellness hubs.

Book a free strategy call → https://calendly.com/blackr.../black-raccoon-gym-review-call

The future of fitness is service-led, lifestyle-focused, and more inclusive.

And hotels are perfectly placed to lead the way