Stop Chasing the 15%: Why It's Time for Fitness Clubs to Think Outside the Box

In the UK, only 15% of adults are members of a gym, leaving a staggering 85% of the population untapped. That equates to around 45 million people who could be part of your fitness business but aren’t yet engaged. Within that figure are countless opportunities—people of all ages, backgrounds, and fitness levels who are waiting for the right message to inspire them.

The Untapped Market

To put it into perspective:

• Over-60s: There are approximately 15 million people aged 60+ in the UK, many of whom are seeking ways to stay healthy and active but might feel excluded by traditional gym marketing.

• Teenagers (14-19 years old): Roughly 4.2 million teens are navigating an age where fitness habits can be formed for life.

• Non-exercisers: Around 25 million adults in the UK are classified as physically inactive.

These are the groups you should consider targeting. Not only do they represent a massive potential market, but reaching them also aligns with the fitness industry’s core mission: to improve lives through health and wellness.

Why Focus on the 85%?

It’s tempting to double down on the already-active 15%, but by doing so, you’re competing for the same audience as every other club. On the other hand, marketing to the non-active population has far-reaching benefits. Here’s why:

1. Broader Appeal: Messaging that resonates with non-exercisers will still attract active individuals. Why? Because it shows your club as welcoming, inclusive, and solutions-driven—qualities that appeal universally.

2. Unique Positioning: Standing out in a crowded market requires bold steps. Campaigns targeted at non-exercisers not only set you apart but also position your business as one that truly cares about solving barriers to fitness.

3. Massive Potential: Even converting a small percentage of the 85% can transform your membership numbers.

Changing the Narrative: Marketing for the 85%

To appeal to these untapped audiences, you’ll need to adjust your marketing strategies. The fitness industry has long relied on aspirational imagery—photos of chiseled bodies, high-intensity workouts, and elite performance. While this might inspire the 15%, it often alienates the 85%.

Here’s what needs to change:

Use Real, Relatable Imagery

Showcase people of all shapes, sizes, and ages in your campaigns. Use images that reflect the community you’re targeting—whether it’s retirees enjoying a gentle yoga class or teens having fun in group sessions. Authenticity matters, and relatable images build trust.

Solve Their Challenges

Focus your messaging on the issues non-exercisers face:

• Time: Emphasise quick, accessible workouts.

• Confidence: Highlight friendly, supportive environments.

• Cost: Offer affordable entry points or flexible memberships.
  Instead of selling memberships, sell solutions to their fears and challenges.

Reframe Fitness

Move away from selling six-packs and strength gains and instead promote benefits like improved mental health, better sleep, and reduced stress. Make fitness feel attainable and rewarding, not intimidating.

Thinking Outside the Box

Campaigns targeted at the 85% don’t have to be boring—they can be creative, fun, and impactful. Here are a few ideas to get started:

• “First Step Fridays”: A free weekly session for beginners, led by approachable trainers, designed to help people take their first step into fitness.

• Over-60s Open Day: Showcase tailored offerings like low-impact classes, social meet-ups, and health workshops.

• Community Fitness Challenges: Partner with local schools, businesses, or councils to engage new audiences through fun, inclusive competitions.

• Family Fitness Weekends: Attract parents and teens with events that make fitness a family affair.

What Have You Got to Lose?

Targeting the 85% isn’t just about growing your membership numbers—it’s about making a real difference in your community. You’ll stand out, not only as a business but as a force for positive change. You’ll also be seen as a club that cares about creating solutions for the inactive and helping people overcome barriers to exercise.

At the end of the day, what’s the risk? You’ll attract new members, strengthen your brand, and earn the respect of your community. It’s time to stop chasing the same 15% as everyone else and start inspiring the 85% who need you most.

So, what’s your next move?

download the free e-book Unlocking Gym Growth: Reaching the 85% of Non-Members in the UK