The Gym Group Observes Fitness Evolution: Strength Training Overtakes Cardio
The chief executive of The Gym Group has highlighted a significant shift in workout preferences among members, with a clear move away from traditional cardio exercises toward strength training. Will Orr, CEO of the low-cost gym chain, described this change as a "kind of evolution in the direction of strength at the expense of cardio" across its numerous locations.
Driving Factors Behind the Shift
Orr explained that this trend is primarily driven by members' aspirations to "feel and also look strong," reflecting broader fitness goals that extend beyond mere weight loss or cardiovascular health. While cardio equipment like treadmills remains prevalent in their gyms, there has been a proportional increase in space dedicated to weights and sophisticated machinery since the company's inception.
The mental health benefits associated with strength training serve as a real motivator for many individuals, adding a crucial dimension to this fitness evolution. Orr pointed to "aspirational kit" such as advanced weightlifting machines and glute trainers that have become increasingly popular among members seeking effective and engaging workouts.
Demographic Insights and Membership Trends
The Gym Group's membership base skews relatively young, with an average age of around 30 years old. Generation Z members—those born between 1997 and 2012—constitute approximately 44 percent of the total membership, and about three-quarters of these younger members exercise at least twice weekly.
Standard membership prices have seen a modest increase, averaging £25.64 per month after rising by about £1 year-on-year, influenced by higher joining fees and adjustments for new members. Despite competition from upmarket gyms offering premium amenities like saunas, cafes, and co-working spaces, The Gym Group maintains its focus on affordable, accessible fitness without plans to incorporate such luxury features.
Business Performance and Market Position
Operating 260 gyms across the United Kingdom with approximately one million members, The Gym Group has experienced positive growth metrics. Average membership increased by four percent in 2025 compared to the previous year, contributing to an eight percent rise in annual sales that reached £245 million.
Orr noted a trend of people "trading down from the midmarket" in search of more budget-friendly fitness options, reinforcing the company's position as a pioneer in the low-cost gym model. The chain offers 24/7 access and flexible memberships that allow cancellation at any time, appealing to cost-conscious consumers while recognizing gyms as important social spaces for community interaction.
