The UK’s leading budget gym operators are aggressively expanding their footprint into smaller towns and retail parks, marking a significant shift in their growth strategy. PureGym, The Gym Group, and JD Gyms have more than doubled their presence in locations with populations between 10,000 and 75,000 people, reaching 168 sites between 2019 and 2024, according to Savills research.
The low-cost gym sector has demonstrated remarkable growth, with a 30% increase to 372 new locations during this period. This expansion rate substantially outpaces the broader gym market, which grew by 15% to 447 new locations, including mid-market and premium operators.
PureGym, now the UK’s largest gym operator with nearly 400 locations, is spearheading this strategic shift. The company’s chairman, Humphrey Cobbold, revealed plans to open at least 200 more sites within four years, including compact 5,000 square foot facilities – merely a quarter of traditional gym sizes. Their expansion into smaller markets like Spalding and Llantrisant demonstrates the viability of this approach.
The Gym Group, charging approximately £24 monthly, is pursuing similar growth ambitions with plans to add 50 new locations by 2026. Chief Executive Will Orr emphasises the increasing integration of low-cost gyms into daily life, particularly among Generation Z customers who view fitness as a social activity.
Despite rising operational costs driving monthly fees above £24 across the budget sector, these rates remain less than half of the £52 typically charged by mid to upper-range operators. Industry intelligence firm Leisure DB reports that 89% of UK low-cost clubs now charge £20 or more monthly, a significant increase from 54% in 2022.
The sector’s evolution reflects broader changes in consumer behaviour, with younger demographics prioritising fitness spending over other discretionary purchases. However, analysts at Shore Capital warn about potential market saturation risks as these ambitious expansion plans unfold.
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