Corporate wellness emerging as growth channel for UK fitness operators

Corporate wellness partnerships are becoming an increasingly important growth channel for UK gyms and studios, with 74 per cent of operators saying they help them reach audiences their own marketing cannot.

Research from corporate wellness platform Wellhub found 66 per cent of UK gym and studio operators said corporate wellness platforms had improved off-peak utilisation, while 78 per cent viewed such partnerships more positively than they did two years ago.

The findings suggest the relationship between workplace wellbeing and the fitness sector could be developing beyond discounted gym memberships, with employer-funded access potentially providing operators with a route to people they might otherwise struggle to reach.

This could be particularly important as operators look for growth without necessarily expanding their physical estate.

Wellhub’s Fitness Business Growth Report 2026 found just 28 per cent of UK operators planned to open additional locations during the next year, compared with 40 per cent globally.

Instead, operators appear to be focusing on generating more value from existing facilities. Some 83 per cent of UK respondents said physical upgrades were needed to remain competitive, while around three quarters said facilities needed to develop into broader wellness destinations.

The UK fitness market nevertheless appears resilient despite increasing competition and operating costs.

Nine in 10 UK gym and studio operators reported membership growth, compared with 86 per cent globally, while 72 per cent said profit margins had increased, against a global figure of 56 per cent.

Almost half, 47 per cent, said revenue was growing faster than costs, despite all UK respondents reporting that local competition had intensified during the past three years.

Changing expectations around flexibility could also influence the type of workplace fitness provision employees expect.

Some 88 per cent of UK operators said members valued flexibility more than they had 12 months previously. Globally, requests for flexible or shorter contracts and improved digital or hybrid options ranked ahead of demands for lower prices.

For employers, this raises a wider question about whether workplace fitness provision can help reach employees who might not independently purchase a traditional gym membership.

Across the global research, Wellhub said 90 per cent of its members visiting partner gyms were either new to those facilities or returning after previously stopping attendance.

Anton Severin, Vice President of Research at the Health & Fitness Association, said: “The report finds that partnered operators reach people their own marketing might miss, while HFA’s benchmarking research shows that high-profit clubs are more likely to offer corporate programming than operators overall: 38% versus 30% globally, and 48% versus 35% in the US. It suggests that such partnerships can be a useful and profitable complement to existing memberships. Just as importantly, they may create another route into fitness for people who might not otherwise use a gym, studio, or other facility.”

Technology is also becoming more prominent in operators’ growth strategies.

Two-thirds of UK operators had invested in technology during the previous year, while 83 per cent were using artificial intelligence for content creation and 57 per cent believed AI-driven tools would be essential for attracting members during the next 12 months.

Globally, rising customer acquisition costs were a significant issue, with 82 per cent of operators reporting an increase during the year.

Daniel Mazini, Chief Partnerships Officer at Wellhub, said: “What we see is an industry with real momentum, where the playbook for growth is evolving.

“Working closely with thousands of fitness partners gives us a privileged opportunity to learn from the innovation happening across the industry: how operators are adapting to changing consumer expectations, embracing technology, finding new ways to attract members and unlocking more value from their existing businesses. Our role is not only to learn from what is working, but to make those insights more accessible to the broader fitness community. By sharing this knowledge and continuing to innovate alongside our partners, we can help more operators build stronger, more sustainable businesses and ultimately strengthen the industry as a whole.”

The research was based on an anonymous survey of 662 gym and studio owners across 11 countries, including the UK, conducted by an independent research firm between 30 March and 9 April 2026.