Consumer Engagement report

ukactive has launched its first ever Consumer Engagement report, which uncovers the motivations and barriers for people using sports facilities, gyms and leisure centres

Improving mental health is one of the leading reasons for people to join a leisure centre, health club or gym. The finding comes from the first-ever Consumer Engagement report, published by industry body ukactive, which shows that 79% of consumers responding to the survey listed mental health as a key consideration for becoming a member of a gym, physical activity facility or service provider. The report also shows that, while improving or maintaining physical strength and fitness (82%) came top of the pile when people were asked to list their motivations for joining, three quarters (75%) also mentioned improving overall confidence as a major reason. Two-thirds (67%) were looking for physical activity to improve their sleep.

While the findings demonstrate growing recognition of the holistic benefits of physical activity in these environments, the report also highlights the potential for a much greater role in supporting community health and the economy. This is demonstrated in only 17% of respondents with a health condition being aware of programmes within their local gym or fitness facility that could support their recovery or management of their condition. The figure is even lower for those with a health condition who have never been a member of a facility, with just 6% having an awareness of such programmes (compared to 44% for current members).

Motivations for taking out gym memberships and accessing sports and physical activity facilities: 1 To improve/maintain physical strength and fitness – 82% 2 To improve mental health and wellbeing, including managing anxiety or depression – 79% 3 To improve my overall confidence – 75% 4 To improve/maintain my physical appearance – 75% 5 To improve my sleep – 67%

This suggests that millions of Britons could be missing out on opportunities to help them manage, support and improve their condition through physical activity. These opportunities are growing too, as physical activity operators are increasingly looking to offer preventative health services. These include the MSK (musculoskeletal) Hubs pilot, which has seen strong growth across more than 100 sites. Another proven programme is GM Active’s (Greater Manchester Active) Prehab4Cancer initiative, which helps newly diagnosed cancer patients improve their outlook through physical activity.

Ill health among working-age people is projected to cost the UK economy approximately £150bn a year, with £70bn of this being a direct cost to the Government. Following the publication of the report, ukactive is now calling for the Government to tap into growing consumer demand for gyms and leisure centres. The industry body wants the government to work in partnership with the sector, to raise awareness of the options, the support, and the benefits of accessing physical activity facilities.

Gyms and leisure centres can support mental health and pathways into employment

Huw Edwards, Chief Executive of ukactive, said: “We are proud to launch this major new report which provides the data and insights necessary for our sector and the Government to do more to get the nation active.

“It shows that today’s gym member recognises the myriad benefits of being active for their mental health and wellbeing, as well as their physical condition. However, it also shows that too many people are unaware of the incredible options and services available in their community to support their overall health or to help manage a condition.

“Gyms and leisure centres can support mental health and pathways into employment, meaning that if we can reach more people, the Government could save hundreds of millions when it comes to NHS costs and economic inactivity.

Any future Government must prioritise three simple things if it is serious about shifting the dial on the nation’s health and our economy.

“The first is working with our sector to recognise the fullest role it can play in supporting the nation’s mental health. The second is empowering our sector to reach even more people, which can be achieved through reforms to the tax and regulatory system that would help operators to lower prices.

“Finally, collaborate with our sector on a national campaign to increase awareness of the fantastic health programmes in gyms and leisure centres.”

The Consumer Engagement report monitors the UK’s relationship with gyms, swimming pools and leisure facilities, with the inaugural report based on 16 months’ worth of data from more than 10,000 consumers.

The annual Consumer Engagement report will be followed by regular quarterly insights which provide valuable analysis of consumer attitudes and trends.

Polling is collected each quarter in partnership with Savanta and tracks trends on a range of topics, including activity levels and motivations to participation