The Gym Group, a leading low-cost gym operator in the UK, has observed a notable evolution in member preferences, with fitness enthusiasts increasingly swapping cardio exercises for strength training. According to chief executive Will Orr, this shift reflects a growing desire among members to "feel and also look strong," marking a significant trend in the fitness industry.
Strength Training Takes Center Stage
Will Orr highlighted that the company has witnessed "a kind of evolution in the direction of strength at the expense of cardio" across its 260 gyms. While cardio equipment like treadmills remains important, The Gym Group is dedicating more space and resources to weights and advanced machinery. Orr described equipment such as sophisticated weightlifting machines and glute trainers as "aspirational kit" that appeals to gym-goers looking to enhance their workouts.
Mental Health Benefits Drive Motivation
Orr emphasized the mental health dimension of strength training, noting it serves as a real motivator for members. This focus on holistic well-being aligns with broader trends in fitness, where physical strength is increasingly linked to mental resilience and confidence.
Financial Performance and Membership Growth
The Gym Group has benefitted from robust financial results, driven in part by this shift in fitness trends. In 2025, average membership increased by 4% compared to 2024, with sales rising 8% year-on-year to £245 million. Revenues in January and February, peak months for new members, saw a 9% increase compared to the same period last year, indicating a post-Christmas boom in sign-ups.
Expansion and Demographic Insights
The company opened 16 new sites in 2025, primarily around London, and plans to open at least 20 more in 2026, with a target of 75 over the next three years. Adjusted pre-tax profit nearly tripled from £3.6 million to £10.6 million year-on-year. Demographically, the average member age is around 30, with Generation Z (born between 1997 and 2012) comprising about 44% of members last year. Notably, around three-quarters of Gen Z members exercise at least twice a week.
Low-Cost Model and Market Positioning
The Gym Group positions itself as a pioneer of the low-cost gym model, offering 24/7 access, flexible memberships with easy cancellation, and standard prices averaging £25.64 per month, up by about £1 year-on-year due to higher joining fees. Orr acknowledged the rise of upmarket gyms with amenities like saunas and cafes but stated The Gym Group does not plan to enter such segments. Instead, it focuses on being a "social space" for members while catering to those "trading down from the midmarket" for affordability.
This strategic approach, combined with evolving fitness trends, underscores The Gym Group's growth and adaptability in a competitive industry, as strength training continues to gain prominence among health-conscious consumers.
