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78% of fitness & leisure operators in the UK report strong or moderate growth

Get detailed insights from operators across the UK

UK Leisure Sector Growth 2027: What 106 Operators Told Us 

The recent Fitness Industry Growth Report 2027 shows how the sector is expanding. Here, we reveal the biggest insights from fitness & leisure operators across the UK. 

The fitness & leisure industry in the UK has seen positive growth over recent years. ukactive reported that industry revenue rose to £6.5 billion in 2025 (increasing from £5.7 billion in 2024). And 12.2 million now hold memberships – that means around 18% of over-16s in the UK – up from 14.6% in 2022. 

Xplor’s Growth Stories research – with findings published in the Fitness Industry Growth Report – surveyed 106 UK fitness & leisure operators. Positively, 78% reported strong or moderate growth over the last 3 years. 

On the surface, this stat tells a positive story. Digging deeper, the research shows a more complicated picture – one where operators are facing rising costs, having staffing struggles, and moving forward with caution. 

In this article, we explore the insights from UK fitness & leisure operators more detail. 

Growth is clear 

Nearly 4 in 5 operators reported strong (35%) or moderate (43%) growth, while just 1% reported decline over the last 3 years.

A graph with findings from the Xplor Fitness & Leisure Fitness Industry Growth Report 2027. Headline reads: 78% of UK operators report positive business growth over the last 3 years. Question: Thinking generally, how has your organisation changed over the last 3 years? 35% strong growth; 43% moderate growth; 9% flat / stayed the same; 1% declined; 11% volatile – some growth, some decline. Base: Gym operators with gyms located in the UK. Source: Xplor Technologies Growth Stories Research 2026.

The data shows that it’s not always the most exciting things that drive growth – even tightening up the back office can directly translate into results. 

Growth ultimately comes down to a mix of factors that have come together to drive positive results. Marketing, group fitness classes, and operational efficiencies are having the biggest influence on growth, while personal training and retention are also playing a role.

A graph with findings from the Xplor Fitness & Leisure Fitness Industry Growth Report 2027. Headline reads: Marketing, group fitness, & operational efficiencies biggest drivers of growth. Question: Which of the following have contributed to your growth? (Select all that apply). 68% marketing; 57% group fitness classes; 56% operational efficiencies; 51% personal training; 49% retention; 38% technology; 35% price increases; 29% local partnerships; 28% new locations; 25% recovery services; 23% small group personal training; 21% product sales; 21% corporate partnerships; 17% wellness services; 13% HYROX affiliation; 4% reduction in competition; 6% other. Base: Operators with gyms located in the UK who have seen strong or moderate growth, or some growth / some decline in the last 3 years. Source: Xplor Technologies Growth Stories Research 2026.

Mastering the basics – with the right mix of membership options and pricing, plus the right member experience – has paid off for many fitness and leisure operators around the UK. In fact, 77% say memberships are one of their fastest growing revenue streams. 

A graph with findings from the Xplor Fitness & Leisure Fitness Industry Growth Report 2027. Headline reads: Over three quarters of UK operators are experiencing membership revenue growth. Question: Which revenue streams are growing fastest for you right now? (Select all that apply). 77% memberships; 54% personal training & coaching; 50% classes; 25% corporate partnerships; 11% retail; 3% other; 5% N/A – no growing revenue streams right now. Base: Operators with gyms located in the UK. Source: Xplor Technologies Growth Stories Research 2026.

Growth is getting harder to achieve 

On the other side of the success story is cost. 70% of operators in the UK say attracting new members is now more expensive than it was a few years ago, with 26% saying it’s much higher. 

A graph with findings from the Xplor Fitness & Leisure Fitness Industry Growth Report 2027. Headline reads: 70% of UK operators say it's more expensive to win members than 2-3 years ago. Question: Compared to 2-3 years ago, is your cost of acquisition… 26% much higher; 44% slightly higher; 20% about the same; 1% lower; 8% not sure. Base: Operators with gyms located in the UK. Source: Xplor Technologies Growth Stories Research 2026.

High acquisition costs are pushing UK fitness & leisure operators to prioritise lower cost acquisition channels. 

Almost a third name referrals as the most reliable way of winning new members. Plus, close to a quarter are seeing strong performance from organic marketing channels.

A graph with findings from the Xplor Fitness & Leisure Fitness Industry Growth Report 2027. Headline reads: Referrals & organic channels are the most reliable ways of attracting new members. Question: What is currently your most reliable source of new members? 32% referrals; 24% organic channels; 19% paid digital channels; 11% walk-ins; 5% corporate partnerships; 4% community partnerships; 3% print ads; 0% leafleting door-to-door; 3% other. Base: Operators with gyms located in the UK. Source: Xplor Technologies Growth Stories Research 2026.

Operating costs have consistently risen in recent years and budgets have been stretched. When asked what’s limiting growth overall, 27% of operators stated capital. 

A graph with findings from the Xplor Fitness & Leisure Fitness Industry Growth Report 2027. Headline reads: When asked what limits growth in general, over a quarter of UK operators stated capital. Question: What currently limits your ability to grow the most? 27% capital; 18% people; 17% processes; 12% tech; 11% demand; 8% time; 7% other. Base: Operators with gyms located in the UK. Source: Xplor Technologies Growth Stories Research 2026.

““The findings in Xplor Fitness & Leisure’s research and report paint a positive, but increasingly complex, picture of the UK fitness and leisure sector. Memberships and revenues are growing, which is great news, although as anyone leading a business will know, growth rarely arrives without bringing a few extra headaches. Rising acquisition costs, staffing challenges, capital pressures and operational complexity are all making growth harder to achieve.

What stands out to me is that sustainable growth isn’t simply about getting more people through the door; it’s about making the whole operation work smarter. Critically, this also includes the retention of existing customers, which is often ignored in favour of a more costly drive for new business. Operators who thrive, will be those who embrace technology to remove friction, simplify everyday processes and, most importantly, make life easier for both their teams and their customers. After all, technology should solve problems, not create new ones!” 

Paul Meehan, Chief Operating Officer, CCTech Limited 

In conclusion 

Reviewing the growth insights from fitness and leisure operators across the UK, a pattern emerges. Growth is often held back by the operational complexity that comes with scaling. 

Staffing headaches, rising acquisition costs, inconsistencies across locations – when it comes to tackling the operational complexity that you face running a successful leisure organisation, leisure management software like Legend can help. 

The UK fitness sector is maturing. The operators who come out ahead will be the ones whose systems can support existing locations and members, while giving them the confidence and insights to grow. 

Want the full insights into industry growth? Download your copy of the Fitness Industry Growth Report 2027. 

Download the report

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