One of the most common justifications for public leisure centres’ reduced tax status and ongoing funding is the community work they deliver. To be fair, many do genuinely good work: activity for older adults, referral schemes, community groups and initiatives that might not otherwise exist. That deserves recognition.

But it raises a question. Should community engagement belong only to public leisure? And if not, what role can private gyms play without undermining their commercial sustainability? The idea that community work and profitability are mutually exclusive is outdated.

Private Gyms Are Already Part of Their Communities

Private gyms are often open longer, more flexible in programming, faster to adapt and deeply rooted in their neighbourhoods. Many already support communities informally: sponsoring a local team, helping a school fundraiser, hosting a charity event. But most of it is unstructured, under-communicated and undervalued. The opportunity is to be more intentional. Not to replicate public leisure, but to complement it.

Community Initiatives That Don’t Damage the Bottom Line

Community engagement doesn’t mean free access for everyone or running at a loss. Here are low-cost, high-value ideas:

• Partner with local charities. Pick one or two a year and host fundraising events, awareness days or activity sessions. It builds trust and visibility without ongoing cost.
• Host support groups. Offer space and light facilitation for men’s and women’s mental health or support groups in off-peak hours. They value safe, neutral spaces and often become loyal advocates.
• Run children’s and holiday programmes. Short kids’ sessions, holiday clubs or school partnerships can break even while introducing families to your club.
• Host blood donation or health screening. Brings footfall and credibility, and positions you as a health partner rather than just a gym.
• Offer first aid and CPR courses. Paid or subsidised courses run by qualified providers add community value and modest revenue.
• Rent daytime studios to community groups. Yoga, rehab, dance and local clubs need off-peak space. Reduced daytime rates turn unused capacity into income.
• Support GP and health referrals. Working with GP schemes, social prescribers or wellbeing hubs builds long-term relationships and steady attendance.
• Use targeted community discounts. Not blanket discounts, but time-limited, capacity-controlled programmes for unemployed people, disability groups, carers or veterans, ideally supported by partners or funding.
• Support local schools. Talks, activity days, work experience or quiet-time access build trust with families and local authorities.
• Offer free health checks. Open days with body composition testing bring people in non-threateningly and start conversations without sales pressure.
• Run education workshops. Nutrition, sleep, movement, menopause, stress and ageing well position you as a knowledge hub.

Other ideas include coffee mornings or walking groups for older adults, parent and toddler sessions, post-natal partnerships, inclusive fitness days, cultural or faith-based sessions and employer wellbeing collaborations. None need big investment. All create connection.

What’s Already Working

Across the UK, private operators are doing this well: independents running daytime over-60s strength classes that convert to paid memberships, boutique studios partnering with charities to boost footfall and trust, private clubs becoming recognised social prescribing partners, and facilities generating income by opening unused studio time to community groups. They didn’t lose money. They gained relevance.

Why It Matters Commercially

• Trust and credibility: people engage more with businesses that care about more than profit.
• Reach beyond the 17%: community work introduces you to people who’d never respond to traditional marketing.
• Stronger retention: members are more loyal to businesses embedded in their area.
• Better staff engagement: teams take pride in working for a business that stands for something.
• Less reliance on paid marketing: word of mouth and reputation drive growth.
• New partnerships and funding: charities, employers, schools and health organisations open doors pure commercial gyms rarely access.

The Bigger Opportunity

Public leisure shouldn’t be the only vehicle for community health. Private gyms already deliver most of the engagement, innovation and daily contact with members, and the idea that social value means financial loss is a false narrative. Done well, community engagement strengthens a business.

The future isn’t public versus private. It’s collaboration, integration and shared responsibility. Private fitness businesses that embrace it will support healthier communities and build stronger, more resilient and more trusted brands. That’s good for everyone.

Want help putting this into practice in your gym? Black Raccoon Consulting are gym and fitness business consultants with over 25 years’ industry experience in sales, marketing, member retention and operations. Book your free 45-minute business call or explore our services.

Ryan Charlesworth, Founder, Black Raccoon Consulting