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Why Does the Government Support Every Industry Except the One That Could Save It Millions?
Every year the government finds millions, sometimes billions, to support key industries. British Steel. Automotive manufacturers. Banks. Technology firms. Energy. Transport. Pharmaceuticals. The list goes on.
These investments are framed as essential for economic stability, job protection and long term growth.
Yet the one sector that could transform the country’s health, reduce NHS costs, improve productivity, lower absenteeism and get more people back into work receives nothing close to the same support.
The fitness and wellbeing sector.
Gyms, studios, leisure centres and wellness facilities have the potential to deliver one of the biggest economic and societal returns of any industry. Healthier people cost less, work more, contribute more and rely on fewer public services.
The government knows this.
The data is crystal clear.
But the support is nowhere to be seen.
So what could the government actually do to change this?
1. Introduce Individual Tax Incentives Through a Fit To Work Scheme
We already have tax incentives for pensions, cycling and childcare.
Why not for fitness?
A fit to work scheme could reward people for being active, improving their health and reducing the burden on the NHS. Even a small rebate would encourage millions to take their health more seriously.
Long term savings would be enormous.
2. Create a National Rewards Programme for Healthy Behaviours
Behaviour change works when it is simple and rewarding.
Imagine a system where:
• People earn credits for physical activity
• Businesses earn tax benefits for supporting staff wellness
• Rewards align with NHS priorities
This already exists in other countries and is proven to reduce sickness, increase life expectancy and improve community wellbeing.
3. Incentivise Local Authorities to Build Public and Private Alliances
Instead of competing, public and private facilities should be working together.
Councils could be encouraged to:
• Partner with private gyms
• Share outreach projects
• Run joint programmes for inactive groups
• Create more community based health initiatives
This would dramatically extend reach without needing more public funding.
4. Allocate a Percentage of New Leisure Centre Funding to Local Wellness Projects
This alone could be transformational.
Every new leisure centre project receives millions in government or council funding. If even 2.5 percent of that investment was allocated to community wellness projects run by local operators, the impact would be vast.
Brighton’s new leisure project is £65 million.
2.5 percent of that is over £1.6 million for local health initiatives and partnerships.
Imagine the national impact if every build followed the same rule.
5. Offer Tax Incentives for Companies Who Provide Fitness Benefits
Businesses benefit directly when employees are healthier:
• Fewer sick days
• Higher productivity
• Better morale
• Improved retention
Schemes like Epassi and Gympass already exist and could be scaled significantly with proper government support. Companies who invest in their staff’s wellbeing should be rewarded with clear, meaningful tax benefits.
The Fitness Industry Could Save the Government More Than It Costs
This is the core issue.
Every pound invested in physical activity saves multiple pounds in healthcare, welfare support and lost productivity. The maths already exists. It is not a theory, it is a fact backed by decades of research.
Yet the industry that can ease pressure on the NHS, lift thousands back into work, improve mental health and support healthier, happier communities is still treated as optional rather than essential.
This has to change.
And it starts with policy makers recognising that investing in fitness is not a cost.
It is a saving.
A big one.
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