UK Can Nearly Double Number of HVLP Gyms, PwC Says

The U.K. could support up to 850 additional high-value, low-price gyms, with Gen Z demand, flexible memberships and evolving gym models fueling the segment

The U.K.’s high-value, low-price (HVLP) gym sector has plenty of room left to run, according to a new report from PwC’s Strategy&, which estimates the market could ultimately support between 1,500 and 1,750 locations.

That would represent roughly 600 to 850 additional gyms on top of the 884 HVLP clubs operating as of January 2026. That’s enough runway to support at least another decade of expansion at current growth rates.

The findings come as the wider U.K. fitness industry hits record levels. Gym membership has surpassed 12 million, while the total market is now valued at an estimated £7.3 billion ($9.9 billion). Private-sector gyms have driven much of the recent expansion, with the number of private facilities rising from 4,500 in 2024 to 5,000 in 2026.

HVLP operators — defined in the report as chains with at least two clubs and typical adult peak membership prices below £27.50 ($37) per month — have been among the biggest winners.

The segment grew from 489 clubs in 2018 to 857 as of March 2026, while membership climbed from 2.2 million to 3.5 million. Over the same period, HVLP market value more than doubled from £520 million to nearly £1.14 billion, per the report.

HVLP gyms now account for around 17% of private-sector clubs but roughly 42% of private gym members, according to Strategy&. Their share of private-sector market value has also risen to around 20%.

Part of that growth reflects an evolution in what low-cost fitness actually looks like.

Rather than competing solely on rock-bottom prices, operators are increasingly adding premium features, digital offerings, upgraded studios and group fitness while retaining relatively inexpensive, flexible and contract-free memberships.

Average monthly membership fees among HVLP operators have risen around 5% annually over the past three years, according to the report, suggesting consumers are willing to pay more as the experience improves.

At the same time, leading chains continue to open clubs at a rapid clip. PureGym added 59 net new locations between March 2025 and March 2026, while The Gym Group added 18 and JD Gyms added 11. Operators are increasingly targeting retail parks, suburbs and other out-of-town locations, where hybrid work patterns and smaller viable catchment areas are creating new opportunities.

“The high-value, low-cost segment continues to expand, proving club viability in new types of locations and growing overall gym penetration and use,” Strategy& partner Eleanor Scott said.

Gen Z, GLP-1s Could Fuel More Growth

PwC points to several demand-side trends that could give operators an even longer runway.

Around 29% of Gen Z consumers include the gym in their regular routine, compared with 25% of millennials and 18% of Gen X. Younger consumers are also increasingly treating gyms as social destinations while gravitating toward strength training, cardio and group exercise.

The report also points to GLP-1 adoption as a potential tailwind for fitness participation. A Strategy& survey of more than 2,300 U.K. consumers found a 22% net increase in reported gym use while taking GLP-1 medications.

HVLP gyms could be particularly well-positioned to capitalize on those trends. Strategy& notes that Gen Z and Millennials are more likely than older generations to use low-price facilities, while the rise of “omni-fitness” — consumers mixing different workout types and locations — makes an inexpensive gym membership easier to maintain alongside spending on boutique studios, sports and other fitness experiences.

Reaching 1,500 to 1,750 clubs over the next decade would require operators to add a net 62 to 87 locations annually. That’s broadly in line with the 66 clubs per year the sector added between 2016 and 2026, suggesting the expansion target doesn’t require a dramatic acceleration from historical growth rates.

If the HVLP sector reaches that potential, it would account for roughly 19% to 21% of all U.K. gyms, while overall gym penetration could rise to around 23% to 24% of the adult population — ahead of many European markets today but still below the U.S.

Editor’s Note: The PwC report referred to low-price gyms as “high-value, low-cost” gyms. In this story, ATN used the American naming convention, “high-value, low-price”