As participation in weekly exercise rises in Ireland, PureGym, the U.K.'s largest low-price gym operator, is entering the market.
Gyms might have to work harder to acquire new members in the months and years ahead, a new report suggests.
U.K. gyms are turning screen fatigue into a selling point, with top operators like PureGym and Fitness First innovating to keep members off their phones.
PureGym reported around $1 billion in revenue for 2025 as the U.K.'s largest fitness operator accelerates its U.S. expansion efforts.
The European fitness market grew to 75.5 million members and €39.1 billion in revenue in 2025, per a new Deloitte and EuropeActive report.
High-value, low-price gyms have moved past affordability as their (only) competitive edge, industry executives said at the recent HFA Show.
This year, many fitness brands focused on reminding people about how good working out can feel, while some offered bold discounts and edgy messaging about the dangers of AI.
American gymgoers are hesitant to embrace AI-powered fitness coaching and human-free entry tech inside gyms, showing that in-person connection remains vital.
PureGym’s 24/7 access model, which trades a front desk for entry pods, has worked overseas, but in New York, it’s sparked debate.
ATN breaks down the fitness trends with the biggest increases and decreases in Google search activity in 2025, according to PureGym’s annual report.
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