I had an interesting conversation recently with someone who works closely with our industry but sits just outside it. Not a gym owner, trainer or consultant, but someone who works alongside many fitness businesses and sees how they operate day to day.

What struck me was how quickly we landed on the same conclusions I’ve been talking about for years. As an industry, we talk a great game about health, but we don’t consistently deliver the outcomes we claim. When someone outside the bubble says it out loud, it lands differently.

The Uncomfortable Facts

Fewer than 17% of the population are gym members, so over 83% choose not to engage with what we offer. Even more concerning, there are now more ex-members than current members. Millions have tried our services and decided they weren’t for them.

Yet we still measure success mainly by member numbers. We celebrate openings, growth and headline figures while ignoring what those numbers represent: short stays, early drop-outs and cycles of joining and leaving. If we were genuinely delivering on our health promises, the numbers would look very different.

The Cracks Beneath the Surface

• Client journeys aren’t tracked. Many clubs don’t measure improvement, confidence, adherence or long-term behaviour change, or even consistently monitor attendance.
• Onboarding is missing. Most clubs still have no structured process: no clear first 90 days, no checkpoints, no planned education or reassurance. Yet we claim we “support” members. How can we support people if we don’t guide them?
• Business performance isn’t monitored. Attrition, engagement, conversion, secondary spend and length of stay are either not tracked or reviewed too rarely to drive decisions.

And yet we’re quick to call ourselves the “first line of defence for the NHS”. In reality, most of what we offer is access to facilities. Facilities are valuable, but they don’t change behaviour, build confidence, remove fear or keep people engaged long enough to see real health outcomes.

Credit Where It’s Due

This isn’t an attack on every gym. There are outstanding operators who care about service delivery and prioritise onboarding, education, retention and long-term relationships. They understand fitness is about people, not programming, and they deserve huge credit. But they’re not yet the norm.

Too often we congratulate ourselves at conferences and share success stories while avoiding the harder conversation: why do most people still feel gyms aren’t for them?

We’ve leaned into hype and trends: HIIT, six-week transformations, challenges, before-and-after photos. They have their place, but they’re not the foundation of long-term engagement. Exercise shouldn’t feel intimidating or competitive, and it certainly shouldn’t feel like failure if someone doesn’t “stick to the plan”.

What Needs to Change

If we want to move the needle on engagement, we have to rethink how we deliver our services:

• Take service delivery seriously
• Design real client journeys
• Build onboarding that educates and reassures
• Measure success by retention, confidence and consistency, not just sign-ups

Health outcomes are built slowly, through trust, guidance and support, not hype or intensity.

If we want to be taken seriously as part of the health solution, we have to act like it, not just talk about it. This isn’t about blame; it’s about responsibility. If we believe fitness can change lives, we need to make that true for more than the already confident, already active minority. Keep doing what we’ve always done and we’ll keep getting the same results, and the numbers already tell us that isn’t good enough.

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