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Community Work and the Fitness Industry
Should the Private Sector Be Doing More – and Can It Without Damaging Profit?
One of the most common justifications for public leisure centres receiving reduced tax status and ongoing funding is the community work they deliver.
And to be fair, many leisure centres do some genuinely good work.
They provide access to activity for older adults, support referral schemes, host community groups and offer initiatives that might not otherwise exist.
That deserves recognition.
But it also raises an important question.
Should community engagement be the sole domain of public leisure?
And if not, what role could the private fitness sector play without undermining its commercial sustainability?
Because the idea that community work and profitability are mutually exclusive is outdated.
The Private Sector Is Already Embedded in Communities
Private gyms are often:
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Open longer hours
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More flexible in programming
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Faster to adapt
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Deeply rooted in local neighbourhoods
Many already support communities informally. Sponsoring a local team. Helping a school fundraiser. Giving space to a charity event. Offering advice to someone who needs it.
But most of this work is unstructured, under-communicated and undervalued.
The opportunity now is to be more intentional.
Not to replicate public leisure.
But to complement it.
Community Initiatives That Don’t Destroy the Bottom Line
Community engagement does not have to mean free access for everyone or running at a loss.
Here are examples of initiatives private gyms can deliver with low financial impact and high community value.
Working with Local Charities
Partner with one or two local charities each year. Host fundraising events, awareness days or activity sessions. This builds trust, visibility and goodwill without ongoing cost.
Men’s and Women’s Support Groups
Offer space and light facilitation for mental health or support groups during off-peak hours. These groups value safe, neutral spaces and often lead to strong loyalty and advocacy.
Children’s Activities and Holiday Programmes
Short-term kids activity sessions, holiday clubs or school partnership programmes can run at break-even while introducing families to the facility and brand.
Blood Donation or Health Screening Events
Offering space for blood donation, health checks or mobile clinics brings footfall, credibility and positions the club as a health partner rather than just a gym.
First Aid and CPR Courses
Host paid or subsidised courses run by qualified providers. These are valuable to the community and can generate modest revenue while increasing engagement.
Daytime Studio Rental for Community Groups
Yoga groups, rehabilitation sessions, dance classes or local clubs often need space during off-peak hours. Renting studios at reduced daytime rates creates income from unused capacity.
GP and Health Referral Support
Working alongside GP referral schemes, social prescribers or wellbeing hubs can build long-term relationships and consistent attendance, even if margins are lower per head.
Targeted Community Discounts
Not blanket discounts, but structured programmes for:
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Unemployed individuals
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Disability groups
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Carers
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Veterans
These can be time-limited, capacity-controlled and supported by external funding or partnerships.
Supporting Local Schools
Offer talks, activity days, work experience, or access to facilities during quiet periods. This builds long-term trust with families and local authorities.
Free or Low-Cost Body Composition Testing
Open days offering free health checks or body analysis bring people through the door in a non-threatening way and create conversations rather than sales pressure.
Education Seminars and Workshops
Nutrition, sleep, movement, menopause, stress management, ageing well. These position the gym as a knowledge hub, not just a place to train.
Additional Opportunities Worth Considering
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Coffee mornings or walking groups for older adults
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Parent and toddler movement sessions
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Post-natal support partnerships
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Inclusive fitness days for disabled communities
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Cultural or faith-based activity sessions
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Collaboration with local employers on wellbeing initiatives
None of these require huge investment.
All of them create connection.
Examples of What’s Already Working
Across the UK, there are strong examples of private operators doing this well:
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Independent gyms hosting daytime over-60s strength classes that later convert into paid memberships
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Boutique studios partnering with charities for awareness months, increasing footfall and brand trust
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Private clubs supporting social prescribing pathways and becoming recognised local health partners
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Facilities opening unused studio space to community groups and generating income from what was previously dead time
These businesses didn’t lose money.
They gained relevance.
Why This Matters for Business, Not Just Community
Becoming a community hub creates tangible commercial benefits:
Trust and Credibility
People are far more likely to engage with a business they perceive as caring about more than profit.
Increased Reach Beyond the “17%”
Community initiatives introduce the gym to people who would never respond to traditional marketing.
Stronger Retention
Members are more loyal to businesses that feel embedded in their local area.
Better Staff Engagement
Teams take pride in working for a business that stands for something.
Reduced Reliance on Paid Marketing
Word of mouth and reputation become powerful drivers of growth.
New Partnerships and Funding Opportunities
Charities, employers, schools and health organisations open doors that pure commercial gyms rarely access.
The Bigger Opportunity
Public leisure should not be the only vehicle for community health.
Private gyms already deliver the majority of engagement, innovation and daily contact with members. The idea that social value implies financial loss is a false narrative.
Community engagement does not weaken a business.
When done well, it strengthens it.
The future is not public versus private.
It is collaboration, integration and shared responsibility.
Private fitness businesses that embrace this will not only support healthier communities, but will also build stronger, more resilient and more trusted brands.
And that is good for everyone.
Ryan Charlesworth | Black Raccoon Consulting | www.blackraccoon.org
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