I attended LFX this week, and one message stood out above everything else: the 83%.

Only around 17% of the population currently uses gyms and fitness facilities. The real question isn’t how we compete better for the 17%. It’s how we reach the other 83%.

For years we’ve been stuck fighting over the same members, the same demographics and the same marginal gains. In doing so, we’ve created a battleground inside our own industry: competing on price, on offers and on who can shout loudest, while ignoring the biggest growth opportunity right in front of us.

Have We Built Barriers Without Realising?

We need to ask a difficult question: have we made it harder for most people to engage with fitness? Look objectively and the barriers are clear:

• Facilities and programmes can be intimidating. Walk into many gyms for the first time and it’s easy to feel out of place.
• Our marketing targets people who already train. We speak to those who already understand the benefits, the language and the environment.
• We focus on price and offers, and very little on outcomes, support and long-term change.
• We invest in great technology, but how much of it benefits most members?
• Our onboarding and ongoing support aren’t good enough. Most clubs would struggle to identify a member’s goals, track their progress and proactively support them. We assume people will figure it out. Most don’t.

Community, or Just a Word We Like?

“Community” is one of the most overused words in fitness. In some clubs it’s real. But often it’s limited to small pockets of highly engaged members: the confident regulars who already feel comfortable.

What about everyone else? The quieter members, the unsure ones, the people who do their session and leave without speaking to anyone. That’s not a community. It’s a missed opportunity.

Are We Doing Enough to Bring People In?

Too often we wait for people to come to us: waiting for enquiries, sign-ups and interest. But some people need us to reach them first. The public sector has long done outreach, engaging communities directly and breaking down barriers. Why isn’t the private sector doing more? “It’s not our job” isn’t good enough any more. If we want to grow the market, we have to go and find it.

The Industry Problem No One Wants to Address

We don’t operate as a sector; we operate as competitors, with constant offers, constant discounting and little collaboration. That limits our own growth.

Imagine clubs still competing, but also working together to grow participation, educate people, promote the value of fitness and make it more accessible. If we moved engagement from 17% to 25% or even 30%, the opportunity for every operator would be enormous: more members, more revenue and more impact, without taking from each other.

Real Change Starts Locally

We often look to central government, the NHS or national strategies to drive change. But that’s too big, too slow and too complex. Real change happens locally, through local government, community partnerships and operators working together within regions. We need a coordinated approach to health and fitness that includes both public and private sectors. Right now that doesn’t meaningfully exist, and it should.

The Opportunity

The fitness industry does incredible work. We change lives, improve health, build confidence and create environments people love. But we’re still reaching only a fraction of the population.

The future isn’t about getting better at selling to the 17%. It’s about becoming more accessible, supportive and relevant to the 83%. That means:

• Better onboarding
• Better support
• More inclusive environments
• Clearer messaging
• More collaboration
• More outreach

Get it right and the impact goes far beyond business. We improve public health, ease pressure on healthcare, build stronger communities and create more successful, sustainable businesses. 17% isn’t good enough. We can do better. The question is whether we’re ready to change how we think to get there.

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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