Why the Fitness Industry Must Lead the Fight Against Obesity

If the fitness industry is serious about working alongside the NHS and becoming a key player in supporting a healthier population, we must start with what we do best. Yes, there is a valuable place for cardiac rehabilitation, post-operative support, and targeted interventions. But the greatest impact we could make, both on individual lives and on the healthcare system, is in tackling weight management and movement at scale.

The Cost of Obesity

Obesity is one of the biggest drivers of healthcare costs in the UK.

• According to NHS England, obesity costs the wider UK economy an estimated £58 billion a year, largely due to lost productivity, sickness absence, and increased healthcare costs.

• Around one in four adults in England are obese, and a further 37% are overweight.

• Obesity is linked to more than 30 medical conditions, from type 2 diabetes to cancer, and contributes to around 30,000 premature deaths per year.

• Public Health England has estimated that obesity costs the NHS alone over £6 billion annually, with projections that this could rise to £9.7 billion by 2050 if no action is taken.

These figures make it clear: while specialist rehab services are valuable, the most pressing challenge to our nation’s health is weight and inactivity.

A Missed Opportunity

Back in 2020, Boris Johnson’s government announced an “obesity strategy” to encourage healthier eating and more active lifestyles. The rhetoric was bold, but the follow-through was limited, and the opportunity to create real, sustained behaviour change was lost.

This raises a difficult but necessary question: why can’t the fitness industry itself take the lead? Why are we waiting for government to solve a problem that sits squarely in our area of expertise?

Leading from the Front

Imagine if, instead of fragmented efforts, our sector launched a unified, national strategy focused on lifestyle change and weight management. The industry could:

• Run local and national campaigns highlighting the reality of living at a healthy BMI and the benefits of active lifestyles.

• Partner with educators to embed healthy eating and movement into school culture, ensuring children grow up with the right habits.

• Collaborate with media and community organisations to normalise health as a daily priority, not an afterthought.

• Provide entry-level programmes that demystify gyms and focus on safe, effective, and enjoyable activity for beginners.

With government endorsement, this could even be linked to tax incentives for individuals. Just as the cycle-to-work scheme encourages active commuting, why not reward people who commit to structured activity programmes or achieve measurable improvements in health markers? The reward system should focus on individuals taking action, not simply funnelling subsidies into the sector.

Shifting the Narrative

The key is to focus less on treating illness and more on preventing it. That means:

• Encouraging lifestyle change rather than quick fixes.

• Making fitness accessible to all, not just the confident 17% who already engage.

• Involving the whole industry — independents, franchises, leisure centres, and boutique operators alike — not just large public-sector providers.

The skills exist. The knowledge exists. The passion is undeniable. What has been missing is a unified willingness to collaborate without self-interest and to drive campaigns that benefit the population first, and the sector second.

A Call to Action

If we, as an industry, truly believe in our ability to improve health, then obesity and inactivity must be our primary battleground. Not only is this where we can make the greatest societal impact, but it is also where we can prove our value beyond doubt to policymakers, educators, and the public.

The question is not whether we can do this. We can. The question is whether we are willing to work together, with a collective purpose, to make it happen.