Every year the government finds millions, sometimes billions, to support key industries: steel, car manufacturing, banking, technology, energy, transport, pharmaceuticals. These investments are framed as essential for stability, jobs and long-term growth.

Yet the one sector that could transform the nation’s health, cut NHS costs, improve productivity, reduce absenteeism and get more people back into work gets nothing like the same support: the fitness and wellbeing sector.

Gyms, studios, leisure centres and wellness facilities could deliver one of the biggest economic and social returns of any industry. Healthier people cost less, work more, contribute more and rely on fewer public services. The government knows it. The data is clear. The support is nowhere to be seen. So what could the government actually do?

1. Individual Tax Incentives Through a Fit to Work Scheme

We already have tax incentives for pensions, cycling and childcare. Why not fitness? A fit-to-work scheme could reward people for being active and improving their health. Even a small rebate would encourage millions to take their health more seriously, and the long-term savings would be enormous.

2. A National Rewards Programme for Healthy Behaviours

Behaviour change works when it’s simple and rewarding. Imagine people earning credits for activity, businesses earning tax benefits for supporting staff wellness, and rewards aligned with NHS priorities. Schemes like this already exist in other countries and are shown to reduce sickness and improve wellbeing.

3. Incentivise Public and Private Alliances

Instead of competing, public and private facilities should work together. Councils could be encouraged to partner with private gyms, share outreach projects, run joint programmes for inactive groups and create more community health initiatives, extending reach without more public funding.

4. Allocate a Percentage of New Leisure Funding to Local Wellness Projects

This alone could be transformational. Every new leisure centre receives millions in government or council funding. If even 2.5% went to community wellness projects run by local operators, the impact would be vast. Brighton’s new leisure project is £65 million; 2.5% is over £1.6 million for local health initiatives and partnerships. Imagine the national impact if every build followed the same rule.

5. Tax Incentives for Companies That Provide Fitness Benefits

Businesses benefit directly when employees are healthier: fewer sick days, higher productivity, better morale and improved retention. Schemes like Epassi and Gympass already exist and could scale significantly with proper government backing. Companies that invest in staff wellbeing should get clear, meaningful tax benefits.

Fitness Could Save More Than It Costs

That’s the core issue. Every pound invested in physical activity saves several in healthcare, welfare and lost productivity. It’s not theory; it’s backed by decades of research.

Yet the industry that could ease pressure on the NHS, help people back into work, improve mental health and support healthier communities is still treated as optional rather than essential. That has to change, and it starts with policymakers recognising that investing in fitness isn’t a cost. It’s a saving. A big one.

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