Are We Focusing on the Wrong People in Fitness?

 

Are We Focusing on the Wrong People in Fitness?

For years, the fitness industry has faced the same two problems.

We either struggle to attract the majority of the population into our clubs, or we attract them and fail to keep them.

With more than 11 million people in the UK having previously been members of fitness clubs but no longer active, a number that exceeds current active membership, it is difficult to avoid one conclusion. Somewhere along the line, we are getting something wrong.

This is not a criticism of effort or intent. As an industry, we work hard. We innovate. We invest. We care.

But the results tell us that effort alone is not enough.

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We’ve Become Very Good at Serving One Type of Person

The fitness industry has become exceptionally good at serving people who already love exercise.

Those who feel confident walking into a gym.
Those who understand the benefits.
Those who actively seek interaction, advice and progression.

For these people, our environments often work brilliantly.

The problem is that they represent only a fraction of the population.

If we want participation to grow meaningfully, we have to stop designing our clubs, messaging and systems primarily for people who are already bought in.

It may be time to focus on the other side of the coin.

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The People We Are Not Reaching or Retaining

There is a large group of people who are not naturally drawn to fitness environments.

People who feel nervous about joining.
People who lack confidence.
People who do not fully understand the benefits of exercise.
People living with long-term illness, injury or health anxiety.
People who feel they do not belong.

These individuals are not lazy or uninterested. More often than not, they are unsure, intimidated or unconvinced that fitness spaces are built for them.

If we are honest, many clubs are not.

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The First Challenge: Attraction

Our marketing needs to change.

Much of our messaging still assumes a level of confidence, motivation and understanding that many people simply do not have. We talk to those who already “get it”, rather than those who need reassurance, clarity and empathy.

If we want to attract this group, we need to:

• Demystify fitness rather than glamorise it

• Normalise nervousness instead of ignoring it

• Talk about support, safety and progression, not just results

• Show real people, not just confident regulars

Attraction should be about lowering barriers, not raising expectations.

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The Second Challenge: Retention

Getting someone through the door is only the beginning.

For people who lack confidence or familiarity, the early weeks matter more than anything else. This is where many clubs lose them.

Our onboarding needs to improve.
Our monitoring and touchpoints need to be organised and deliberate.
Our follow-up needs to be proactive, not reactive.

These members do not need to be left alone to “figure it out”. They need to be guided.

In many cases, they need to be actively supported, reassured and checked in on. Not indefinitely, but intentionally. We need to babysit them early so that, over time, they can become part of the community.

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Treating Different People the Same Is Not Equality

One of the biggest mistakes we make is treating all members the same.

Confident members seek interaction. They ask questions. They put themselves forward. As a result, they receive the most attention.

Less confident members do the opposite. They keep their heads down. They avoid conversation. They hope they are not noticed.

In many clubs, this means the people who need the most support receive the least.

Equality in fitness does not mean identical treatment.
It means appropriate treatment.

If we want better outcomes, we have to design systems that identify who needs more support and ensure they receive it without having to ask.

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Building a Different Kind of Community

If we truly want to grow participation, we must stop designing clubs purely around those who already believe in what we do.

We need:

• Better onboarding journeys

• Clear, deliberate touchpoints

• Structured check-ins

• Staff trained to notice who is not engaging

• A culture that values inclusion as much as performance

Community should not be something people have to earn. It should be something they are welcomed into.

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A Final Thought

The future growth of fitness will not come from converting people who already love exercise.

It will come from supporting those who are unsure, nervous or unconvinced, and helping them feel safe, capable and included.

We have proven that we can serve the confident and committed.
Now we need to prove that we can serve everyone else.

If we can do that, participation will rise, retention will improve, and fitness will finally begin to reach the people who need it most.