For years the fitness industry has faced the same two problems. We either struggle to attract most of the population, or we attract them and fail to keep them.

With more than 11 million people in the UK who were once gym members but no longer are, more than current active membership, it’s hard to avoid one conclusion: somewhere, we’re getting something wrong. That’s not a criticism of effort. We work hard, innovate, invest and care. But effort alone isn’t enough.

We’re Very Good at Serving One Type of Person

We’ve become exceptionally good at serving people who already love exercise: the confident, the informed, the people who seek out advice and progression. For them, our environments work brilliantly. But they’re only a fraction of the population.

If we want participation to grow meaningfully, we have to stop designing clubs, messaging and systems mainly for people who are already bought in.

The People We’re Not Reaching or Keeping

There’s a large group not naturally drawn to fitness environments: people who feel nervous, lack confidence, don’t fully understand the benefits, live with long-term illness, injury or health anxiety, or feel they don’t belong. They’re not lazy. They’re unsure, intimidated or unconvinced that fitness spaces are built for them. If we’re honest, many clubs aren’t.

Challenge One: Attraction

Our gym marketing needs to change. Much of it assumes a level of confidence, motivation and understanding many people don’t have. We talk to those who already “get it” instead of those who need reassurance, clarity and empathy. To attract this group:

• Demystify fitness rather than glamorise it
• Normalise nervousness instead of ignoring it
• Talk about support, safety and progression, not just results
• Show real people, not just confident regulars

Attraction should lower barriers, not raise expectations.

Challenge Two: Retention

Getting someone through the door is only the start. For people lacking confidence, the first weeks matter more than anything, and that’s where many clubs lose them.

Onboarding needs to improve. Monitoring and touchpoints need to be organised and deliberate. Follow-up needs to be proactive, not reactive. These members shouldn’t be left to “figure it out”. They need guidance, reassurance and check-ins. Not forever, but intentionally. Look after them closely early on so that, over time, they become part of the community.

Treating Everyone the Same Isn’t Equality

Confident members ask questions and put themselves forward, so they get the most attention. Less confident members keep their heads down and hope not to be noticed. In many clubs, the people who need the most support get the least.

Equality in fitness doesn’t mean identical treatment. It means appropriate treatment. Design systems that identify who needs more support and make sure they get it without having to ask.

Building a Different Kind of Community

To grow participation, stop designing clubs purely around those who already believe in what we do. We need:

• Better onboarding journeys
• Clear, deliberate touchpoints
• Structured check-ins
• Staff trained to notice who isn’t engaging
• A culture that values inclusion as much as performance

Community shouldn’t be something people earn. It should be something they’re welcomed into.

The future growth of fitness won’t come from converting people who already love exercise. It’ll come from supporting those who are unsure, nervous or unconvinced, and helping them feel safe, capable and included. We’ve proven we can serve the confident and committed. Now we need to prove we can serve everyone else. Do that, and participation rises, member retention improves and fitness finally reaches the people who need it most.

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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