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The race is on to be the industry leader...
A FAST-growing hybrid fitness race will fill a fitness market gap.
Ultimate Athlete (UA) was created by two long-time friends, Mike Taylor and Martino Palumbo - who previously ran the CrossFit competition MaxOut, in Wrexham.
After three successful events, they pivoted, dissolved MaxOut and launched Ultimate Athlete.
Alongside building UA, Mike also runs PT Fitness, a family-owned business, established by his dad, Paul, in 2004.
UA has three zones, beginning with endurance, a combination of running, skiing and sledding.
After that, competitors then go
SWITCH: Mike Taylor and Martino Palumbo.
to the strength zone, with wall balls used for pre-exhaustion, followed by deadlifts and snatches.
The event finishes with conditioning, functioning similarly to Hyrox, with burpee broad jumps, walking lunges, a 1000m row and farmer’s carries.
UA’s Gym League allows athletes represent their gym when they set foot on the race course.
Across the 2026 season, three UA events contribute points toward each gym’s total, adding to a season-long leaderboard.
Mike explained how the race challenges different types of athletes and how he strived to put customers’ needs first.
He said: “Simulations show that Hyrox athletes struggle with Ultimate Athlete.
“With our race you still need some muscle mass but the movements are very simple.
“We’re hoping Ultimate Athlete is a bit of a middle ground, where different athletes can enter but still have some strengths.
“With lots of races you also pay a high fee and don’t win much, so we’ve tried to maximise what athletes get for their money.”
After feedback from local gyms, the race has been tweaked and has received rave feedback from Liverpool’s race.
With an upcoming April race in Manchester, an August race in Liverpool and a Sheffield-based race in November - Mike and Martino’s business is set to have its biggest year yet.
Clare Stobart didn’t just set out to build another gym, she set out to redefine what a health club could be.
The result is CPASE, an award‑winning, exclu sive wellbeing desti nation that has rapidly become one of the UK’s most talked‑about luxury fitness spaces.
More: page 12.
Fresh start with new premises for Hilary
A GYM owned by a National Fitness Awards Finalist is moving location and tweaking their branding.
Hilary Spearing is the owner of the Functional Fitness Studiowhich will soon be known as the Functional Performance studio.
The gym is making a small but mighty move within its current business park, to a location that is accessible for less mobile clients.
The new space will have easy access for Hilary’s five disabled clients, being on the ground floor, with no steps and an accessible toilet.
Hilary, who was a finalist at the National Fitness Awards 2025, in the PT of the year and Functional training gym category, is enthusiastic about ushering her business into a new era.
She is trusting Primal Strength with the relocation, who kitted out the original space.
The refreshed location will also have new flooring, re-assembled equipment, with the potential for new equipment.
She said: “They were brilliant from start to finish.
“They came up with a design and made a mock-up.
“Within one day they had kitted it out.
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“Their kit is great quality, they’re a really well-trusted supplier.
“I wouldn’t go to anyone else.
“I’m so excited.
“I’ve been here six years.
“When you work alone you’re balancing clients and their needs.
“For me, it’ll be a big accomplishment.
“It’s a fresh start.
“I’m not trying to attract anyone new.
“Most of my clients have been with me for 10 to 12 years now.
“It’s all about keeping them happy.”
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Guidance on how to get Alpha generation moving
GUIDANCE has been published on how to engage Generation Alpha in fitness.
In a mission to get one million more children active, ukactive has released new guidance to support fitness and leisure centres.
A survey of more than 1,000 children aged seven to 14 found that nearly half of children want to be fit and healthy as they reach adulthood.
Separate figures from Sport England’s Active Lives Survey show the number of children getting active has increased.
There has been a 12 per cent rise in those taking part in gym and fitness compared to six years ago.
It means almost a quarter of children and young people are engaging in fitness sessions.
This places gym and fitness in the top 10 activities that children and young people are now taking part in.
The guidance from ukactive, titled, ‘Children and Young People in Gym and Group Exercise Facilities’ details new advice.
It will help operators to support and welcome young people over the age of eight into fitness and leisure facilities - with recommendations specifically relating to the gym area and group exercise sessions.
It is designed to promote the safe use of facilities and includes recommendations for suitable activities to refine strategies for engaging children and young people.
Just under half of this demographic (47.85 per cent or 3.5 million), meet the recommended average of 60 minutes of activity per day.
The government has been urged by ukactive to make physical activity a core part of its National Youth Strategy and harness its in
both this and its new PE and School Sport Partnership Network.
Huw Edwards, CEO of ukactive, said: “The demand and need for gym and fitness activities among children and young people has never been greater.
“We know that children value being active in safe, supportive and accessible settings
such as leisure centres and gyms.
“We want the government to work with us to go even further by ensuring our sector’s facilities and services can reach every community.
“This guidance will help our members to engage the target of one million more children and young people across the UK by 2030.”
Looking forward: Hilary Spearing.
What worked for gym owners who want predictable, scalable member growth
By Dean Godfrey
WITH new tactics appearing constantly, deciding what deserves your time and budget can feel overwhelming.
Yet after working with hundreds of fitness businesses, one truth became obvious in 2025: despite all the noise, a small handful of strategies consistently drive the majority of new members.
This guide breaks down what actually worked in 2025.
1. Facebook ads: still the number one driver of new members
Despite rumours that Facebook is “dead,” nothing could be further from the truth. In 2025, it remained the single strongest paid channel for gyms, especially those targeting adults over forty. The platform still offers unmatched targeting capabilities for local service businesses and provides ad formats perfectly suited for transformation driven offers.
Lead forms integrated with appointment booking streamlined the process from interest to commitment. Short form video or photo testimonials from real members played a major role, as prospects responded strongly to honest stories from people already training in the club. Gyms that paired these ads with a compelling front end offer, such as waived joining fees, six-week challenges, or free personal training sessions saw the highest conversion rates.
2. Themed open days: high-energy events that convert
Right behind Facebook ads, themed open days emerged as one of the most underestimated but extraordinarily effective marketing
tools. These events worked because they injected urgency into the customer journey, so people felt that something special was happening, and that “today only” mattered. Gyms that ran events such as “Summer Kickstart” or “New Year, New You” saw huge turnouts, especially when they offered something memorable at the door: goody bags, class passes, or free personal training sessions. Social promotion across Facebook and Instagram amplified attendance, while simple RSVP pages allowed teams to follow up and warm the leads before the day arrived. Inside the gym, having staff ready for back-to-back tours and enrolments made all the difference. A well-run open day often resulted in 40-60 memberships in a single day, sometimes more.
3. Instagram: social proof and retargeting that keep you top of mind
Although Instagram rarely outperformed Facebook in pure lead generation, it played a critical supporting role. For social proof, brand awareness, and staying visible to warm prospects, no platform did better. Younger audiences (those between 20 and 40) relied heavily on Instagram to assess whether a gym “felt right” before
visiting or joining. The content that resonated most included short reels featuring classes in action, coaches interacting with members, and quick transformation highlights. Behind-the-scenes glimpses into daily life in the gym built connection, while story polls and Q&A sessions encouraged engagement from people who weren’t quite ready to commit. Collaborations with local fitness influencers or micro-influencers added credibility and reach.
4. Referral programs: still the highestquality leads
Referrals remained the easiest and most cost-effective growth channel, yet many gyms still lacked a structured system. The clubs that saw the strongest results in 2025 approached referrals not as a passive, occasional benefit, but as an active program.
Simple opportunities for members to bring a friend to a class or weekend session sparked natural introductions. Monthly or quarterly referral contests gave members a reason to keep sharing the gym with their network, and reward tiers such as shirts for the first referral, free months for the third, and cash or premium prizes for the fifth created momentum. Some gyms publicly celebrated referral milestones on social media, giving recognition to members who helped grow the community.
5. Direct mail: a surprisingly effective comeback
Although many assumed direct mail was outdated, it made a noticeable comeback in 2025, especially for gyms targeting families, older demographics, or anyone less active on social media. With fewer
businesses sending physical mail, gyms discovered they could stand out far more easily in the mailbox than online.
Direct mail pieces carried a level of trust and legitimacy that digital ads couldn’t always match. They performed particularly well when tied to themed events, reinforcing efforts already running on Facebook or Instagram and giving prospects the impression that the gym was “everywhere.” Gyms sent event invitations, limited-time offers, member success stories, and simple postcards with QR codes linking to guest passes or sign-up pages.
What gyms should stop doing
In 2025, several activities consistently underperformed.
Blogging for SEO rarely paid off quickly enough to matter, and most gyms lacked the domain authority needed to rank meaningfully.
Random TikTok content, while good for visibility, proved too inconsistent for reliably generating memberships at the local level. Generic brand-awareness ads without measurable outcomes wasted budget because effectiveness couldn’t be tracked.
The 2025 takeaway: do more of what already works
The lesson from 2025 is not that gyms need more marketing channels. It’s that they need to double down on the ones that reliably produce results.
Gyms that stacked these methods created predictable, powerful marketing systems that worked month after month and will likely continue working for years.
n Dean Godfrey is the chief operating officer of Creative Fitness Marketing.
Dean Godfrey
UPFRONT COSTS. NO RISK
We run the marketing and sales. You run the club.
6 week on site member acquisition campaigns for gyms, hotel gyms and leisure centres.
Average result: 225 new members. Built for clubs ready to grow.
People still prefer to attend a gym in person’
n Kieran Wake, owner of Squad Personal Training and Workout columnist, talks the challenges of owning a gym in an increasingly digital era...
MOST trainers have ventured into coaching online these days.
Experienced trainers no longer want to trade time for money - and even younger, fresher PTs want a flexible lifestyle.
More and more fitness professionals are moving fully online – without ever coaching in person.
Not me however.
I like being around people, I enjoy the art of actually coaching.
How can you possibly coach technique online?
Online coaching is basically lifestyle coaching, focused only on calories and meal plans, a few sets and reps
and a weekly check in.
It’s accountability dressed up as coaching in most cases.
Is there a place for it?
Absolutely.
Will it get more people training in gyms and play a part in solving the nationwide obesity crisis?
I’m not sure.
It’s 100 per cent challenging owning a physical gym - there’s staff, rent, kit maintenance, the cost of acquiring new clients and endless more costs.
Despite ongoing operator costs, people still prefer to attend gyms in person.
People value community and at Squad that is what we’re all about!
It’s not ideal for me working 6am starts and 8.30pm finishes with a young family. In fact it’s risky owning a facility full stop. Personally, by owning my own gym I enjoy my working days more.
They have unlimited value and I love owning a physical place that I own that I can be proud of.
However, the future won’t always be certain.
With quick digital shifts that have the potential to upend in-person training, it takes hard work to stay competitive.
The real question is if trends demand the industry move online and if so - what does the next few years look like for independent gyms?
Hannah lets off some steam about value of kettlebells...
BY CHARLOTTE OLDROYD
A MEDAL-WINNING gym hopes to break kettlebells into mainstream fitness.
Hannah Camden is the owner of Fit Works Training in Beaconsfield and it has been a steady presence in the community for the last decade.
Starting as an outdoor fitness business, the gym now offers a training model with both indoor and outdoor classes.
No two sessions are the same, with Hyrox, ballet barre, yoga, barbell classes being offered at Fit Works.
She is also the owner of The Garage Fitworks Project, an online business focused on kettlebell fitness.
Hannah hopes to extol the benefits of kettlebells in strength training and is set to take part in a meeting to integrate sessions into schools.
The fitness professional recently went to Hungary and broke a world record, earned a gold medal and a ‘Master
of Sport, World Class.’
Hannah competed in the half-snatch marathon, which is an exhausting hour of non-stop lifting, managing an amazing 909 reps.
Against all odds, what turned out to be a record-breaking year was meant to be Hannah’s rest year after a series of health issues.
Last year, she suffered with a full-thickness tear of her rotator cuff alongside having her bicep reattached.
Hannah said: “It’s getting known more and more - the world of kettlebell sports - but we’re trying to get more recognised.
“What I’m doing is bringing it into schools hopefully, it’s such a wicked bit of kit for so many different reasonswhether you’re just wanting to stay fit or you’re looking to compete, which is when I discovered there’s a whole world of kettlebell competitions around lockdown time.
“I want to get it out into
the world as much as I can.”
Hannah swears by the Physical Company’s Competition Kettlebells.
She said: “It has been by far my favourite kettlebell to practice with.
“They’re a really good quality brand.”
Despite her efforts to establish kettlebells into mainstream fitness, Hannah deals with a degree of criticism, admitting that ‘everyone has an opinion.’
She added: “It’s difficult because it’s not a recognised sport.
“There’s so many things out there like triathlons, Hyrox and Crossfit out there.
“It’s about giving something a go and you can go far with it.
“There’s so many disciplines with kettlebells - there’s marathons, half-marathons, pentathlons.
“I’d say don’t mock it until you try it.”
£12m investment in refurbishing Droitwich leisure centre
CONSTRUCTION has begun on a £12 million plus leisure centre refurbishment project.
Construction is now underway on the £12.7 million redevelopment of Droitwich Spa Leisure Centre.
Working in partnership with Wychavon District Council, Alliance Leisure will deliver this project through the UK Leisure, with Watson Batty Architects working alongside Speller Metcalfe.
The redevelopment promises a major transformation of the facility.
It will feature a brand-new 8x12m learner pool, housed within a modern extension that also includes a welcoming new reception and cafe.
The addition will enable a full programme of swimming lessons without impacting the main pool’s timetable.
Alongside the new pool, the project will
deliver extensive modernisation across the centre.
Upgrades include the renovation of changing areas, the addition of three treatment rooms and improved mechanical and electrical systems.
A key focus is sustainability - with air source heat pumps and solar panels helping to boost energy efficiency and support the council’s target of achieving net zero by 2030.
DETERMINED: Hannah Camden, owner of Fit Works Training.
Key summit set to showcase ‘motion vision’
A MAJOR overseas sports and fitness exhibition is gearing up to open.
TaiSPO, Taiwan’s Sports and Fitness Exhibition, will take place from March 25-28, at Taipei Nangang Exhibition, Center Hall 2.
Continuing with the mantra of ‘Stay Fit, Stay Well’, the event brings together key players from the sports, fitness, diving, tech, and outdoor leisure sectors.
From leading manufacturers to emerging brands, TaiSPO showcases Taiwan’s strength and innovation in the sports and fitness industry. Professional buyers are welcome to register online for free admission.
This year’s TaiSPO will hold the “Motion Vision” for the first time, centred on start-up acceleration and cross-sector collaboration.
It will integrate sports, health and smart technology, being guided by the concept of ‘sports as the scenario, health as the goal’.
The zone focuses on innovations in smart technology, health management, and sustainability.
The platform aims to provide start-ups with international visibility and foster meaningful collaboration opportunities, positioning Mo-
tion Vision as a key accelerator for the sports and health industries in the Asia-Pacific region.
According to Grand View Research, the global fitness equipment market is growing and is projected to exceed 17bn dollars by 2030. Reflecting this trend, Fitness Zone showcases leading global brands and innovative manufacturers, from strength machines to treadmills, serving both commercial gyms and the expanding home-fitness market.
As sports participation increases, sports from badminton to golf have become popular choices.
Ball Sports Zone features a wide range of rackets and professional training aids.
Modern consumers are increasingly focused on overall wellness, emphasising not only performance, but nutrition and recovery.
TaiSPO will also present the Nutrition and Recovery Zone, highlighting supplements, protective gear and muscle recovery tech-
nologies, that support a holistic approach to healthy living.
As diving becomes increasingly popular across Asia, the expanded Diving Pavilion will feature a series of activities and talks led by professional divers and influencers.
Experts will share insights on the latest equipment and gear selection.
This dynamic stage blends technical knowledge with brand showcases, presenting the beauty and excitement of the underwater world to all diving enthusiasts.
Pre-registration for TaiSPO 2026 is now open. Register today to receive the latest updates on forums, industry insights and mustsee highlights.
Taispo is held concurrently with the Taipei International Cycle Show (Taipei Cycle), with a single registration giving you access to both exhibitions.
n The official website link is: https://www. taispo.com.tw
Why Scotland delivered strong results for fitness marketing campaigns in 2025
OVER the past year, Scotland has proven to be a strong-performing region for gym marketing campaigns - and the results from several CFM-led campaigns highlight why this market deserves attention.
Campaigns delivered at Juvenate Edinburgh, Juvenate Inverness and Ardoe produced notable increases in recurring monthly revenue, from one campaign.
Juvenate Edinburgh achieved a £2,865 uplift, Juvenate Inverness saw £4,140 and Ardoe generated an additional £3,527 per month.
While the figures are encouraging, the wider context helps explain why Scotland continues to perform well.
Compared to many areas of the UK, the Scottish fitness market remains less mature, with fewer gyms overall and less aggressive competition from other industries using Facebook and social media advertising.
This creates an environment where marketing messages can cut through more clearly, provided they are relevant, local, and authentic.
What stood out most in these campaigns was the approach to advertising and the way enquiries were handled by CFM.
The best-performing activity focused on real people, genuine members, familiar faces and engaging video content that reflected everyday life rather than highly polished marketing.
This down-to-earth style resonated strongly with local audiences and helped build trust before prospects even stepped into the club.
From there, the focus shifted to what CFM does best, building rapport and delivering an exceptional joining experience.
Every interaction was treated as more than just a sign-up.
Time was taken to understand each individual’s motivations, concerns, and goals, and tours were tailored accordingly.
The emphasis was on making people feel comfortable, supported and confident in their decision.
That experience didn’t stop at the point of sale. By going above and beyond during the tour and consultation, CFM helped create members who felt genuinely positive about joining.
In close-knit Scottish communities, this naturally led to strong word-of-mouth, with new members recommending the club to others.
The results seen across Scotland re-inforce a simple truth.
While markets and platforms evolve, people still join gyms because of people.
Authentic marketing combined with a personalised sales process continues to deliver sustainable growth and this is where CFM consistently adds value.
Creative Fitness Marketing has supported gyms and health clubs for over 35 years, helping more than 1,200 facilities grow memberships and income across the UK and Ireland.
To find out how CFM can support your club, contact Jonny or Matt, on 0115 777 3333, or visit www.cfm.net.
So why not trust experts to grow your gym?
6-week campaign
✅ Avg. 225+ new members
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Expansion seemed like the logical next step as Pilates popularity grew for duo
ANY successful gym is eventually faced with one key question - to expand or not to expand?
For Rise and Reform, a South Yorkshire based chain of Pilates studios, the answer was clear.
Workout’s Charlotte Oldroyd spoke to Lewis Torr, Rise and Reform’s management director, on the challenges and wins of expansion and business ownership.
Millie Campbell and Lewis Torr, long-term partners and more recently business partners, have created a Pilates empire.
Founder, Millie, first came up with the idea for a Pilates studio after lockdown, when she tried her first mat Pilates class and loved it.
Millie then went to a reformer Pilates class in Manchester, disappointed that classes weren’t available locally.
Noticing a gap in the market, the pair toyed with the idea of opening their own reformer Pilates studio for several years.
In February 2024, the couple finally celebrated the launch of their flagship studio in Doncaster.
In the beginning, Lewis and Millie did everything by themselves, including management, admin, marketing and managing social media accounts.
The duo felt like “ducks out of water”, never having owned a business before.
Both working in customer service by trade, the duo didn’t let their unfamiliarity with marketing put them off - eventually outsourcing a team to handle the social and communications aspects of the business.
The studio found success quickly, capitalising on the trend of wellness and building a loyal customer base.
Apprehensive about expanding into an unfamiliar area, after much research - the business partners discovered the ideal location for their Barnsley studio.
Lewis said: “We booked a viewing for this place and it looked perfect.
“It had free parking outside and it was in a nice area. The landlord was great as well and that’s what swung it for us.”
However, Rise and Reform have faced their own share of challenges.
He added: “The renovations alongside
running the business was the most stressful part. When we’ve done the expansions, it has wiped all of our capital out. Now we’ve bounced back and we’re in the green.”
With their third branch in Rotherham, which is set to open soon, Rise and Reform were challenged with finding reliable contractors.
“We had about five quotes for people painting windows, but when it comes to it, they’ve not been bothered about doing it.
“I’m lucky that quite a lot of my friends work in trade, so they’ve done most of the work.
“With Doncaster and Barnsley, one of the main challenges was finding instructors.
“In Doncaster there weren’t many qualified instructors. With the girls that we took on, we put them through the course to get qualified.
“In Barnsley it was easier because it was
starting to get more popular.
“All of our instructors are self-employed.
“We’re flexible with them and they’re flexible with us. We have had peaks and troughs in the memberships but that’s with the fitness industry in general. In January and February it’s really busy, it drops off around summer and again around Christmas time. We’ve identified the key times, so next year we will have a plan to retain members.”
The studio have also opened a sister company called ‘Sole Mates’, which sells branded grip socks necessary for classes.
Rise and Reform has big plans on the horizon, being in the early stages of manufacturing their own equipment, which is likely to come next year.
Offering an alternative is what sets you apart
Keeping up with the competition: JD Gymsthe takeover of 24-hour fitness
AS JD Gyms opened its 100th UK site, concerns have risen about gyms staying competitive - with big chains dominating the 24-hour sector.
JD Gyms, part of JD Sports, launched its newest site in Enfield, North London, last November.
Where many independent gyms are wrestling with ideas of expansion or consolidation, JD is maintaining a strong position, with an end of year target of 10 to 15 new gyms by the end of the year.
This aggressive expansion is daunting for independent owners in a crowded market - leaving many scratching their heads with how they can ever compete.
JD Gyms is an excellent case study in
how investing in branding and member experience can result in noticeable business growth.
With a £21 million investment programme in member experience over the last financial year - JD Gyms have focused on upgrading equipment and converting most sites to 24hour access.
For gym owners, the message is clear. Members expect high-quality kit and flexible opening times.
Even though opening 24/7 isn’t possible for more independent operators, extended opening times and up-to-date facilities are becoming increasingly expected.
members.
The takeaway for gym owners:
The goal isn’t to match JD Gyms, but to offer a unique experience that taps into your
local community and sets you apart from big chains.
This creates a loyal client base, where less members are tempted away with attractive deals from giants like JD Gyms.
Reinvesting profits back into your business may hurt in the short term, but combined with the right marketing tactics, can reach an audience of members who are willing to pay a higher price.
Finally, by extending opening hours and listening to members’ feedback about times that suit their schedule, it’s possible to compete with 24-hour gyms.
The reality is, most members won’t go to the gym extremely early or late in the day, but they feel secure in having the choice to do so.
CLEAR VISION: Millie Campbell and Lewis Torr, Rise and Reform owners.
‘Complete refresh’ at university is delivered by Matrix Fitness
THE University of Liverpool has unveiled a major refurbishment of its main gym facility, delivered in partnership with Matrix Fitness.
The upgraded space represents a significant investment in student wellbeing - reinforcing the University’s commitment to providing a modern, inclusive fitness experience for students, staff and members.
Driven by increasing demand and heavy usage, the previous equipment was due for renewal.
The refurbishment aimed to modernise the facility and align it with evolving fitness trends.
Peter Grugel, sports and fitness centre supervisor said: “Our previous equipment had served us well, but it was simply time for a complete refresh.
“The gym is an incredibly busy space and our members were ready for something new.
“The refurbishment has completely transformed the environment, it feels brighter, more spacious and much more in tune with what people want from a modern gym.”
A key focus of the redesign was the growing popularity of strength and functional training.
The new layout doubles the number of lifting platforms, expands the free weights area and introduces an open turf space for functional workouts, now one of the most popular zones in the facility.
The upgrade also includes additional lower-body strength machines and stair climbers to meet member demand.
Grugel added: “The old setup was quite cramped and heavily cardio-focused, but member feedback made it clear that strength and functional zones were the priority.
“We now have an open, well-balanced space that supports everyone, from beginners to experienced lifters.”
The project was delivered through a collaborative partnership with Matrix Fitness, supporting not only equipment installation but also consultancy on gym design, branding, lighting and visual identity.
This ensured a cohesive look aligned with the University’s “Be Part of It” mantra.
Anthony Williams, sports and fitness centre supervisor, said: “We worked closely together on every detail, from layout and equipment selection to the overall visual feel.
“The Matrix team was responsive, creative and open to feedback, it felt like a true partnership from start to finish.”
Stephen Nutt, head of sales, education, at Matrix Fitness, added: “Liverpool had a clear vision, and our role was to listen and deliver solutions that reflected that.
“The result is a dynamic facility that will support active wellbeing for years to come.”
Since reopening in September 2025, the gym has received overwhelmingly positive
feedback, with student membership already showing a 25% uplift year-on-year.
Williams added: “During welcome week, new students were queuing to get in and signing up straight away.
“The response has been incredible.”
With plans underway for phase two, a new purpose-built studio space, the University continues to invest in health and wellbeing, demonstrating how thoughtful design and partnership can redefine the campus fitness experience.
n For more information, visit www.matrixfitness.co.uk, or www.liverpool.ac.uk/active-liverpool.
INSIDE CPASE: a gym hailed as a ‘complete wellbeing destination’
When Clare Stobart created CPASE Health Club, her vision was to create an intentionally exclusive, luxury fitness and wellbeing space - and she did just that.
Recipient of two of Workout’s own National Fitness Awards, Health Club of the Year and Boutique Facility of the Year - CPASE is a step beyond the traditional gym model, uniting health, fitness and recovery under one roof.
Attracting high profile clients, including sporting celebrities, every membership includes CPASE’s premium facilities.
The gym has a unique trifecta of studios, named Inferno, Volt and Oxygen.
The Inferno studio is equipped with advanced Technogym Performance Skill Link technology, used by elite athletes.
Through their run classes, they combine real-time performance data and heart ratebased training to deliver results-driven workouts.
In the midst of an exciting transformation of the Volt studio, a brand-new Technogym Skill X experience will come to CPASE.
This will focus on Hybrid and Hyrox-style classes, blending strength and conditioning for those who love to train with purpose and precision.
Balancing this intensity, the Oxygen studio offers a calm, restorative space dedicated to yoga and recovery.
From dynamic Vinyasa Flows to calming Yin sessions, these classes promote flexibility, mindfulness, and balance.
Including unlimited studio classes, Padel, Pilates and recovery services like a hydrotherapy pool, a cryochamber and infrared and
traditional saunas - members can blend hard work with rest and recovery.
Members are welcomed by name, supported by a duty manager on every shift - and guided through their journey using the CPASE Technogym app to track progress, book sessions, and personalise their experience.
Value is further enhanced through heavily subsidised services - including personal training, EMS, red-light therapy, Pelvio chair sessions, workshops, pop-up classes, tournaments, and leagues.
The on-site restaurant follows the same philosophy, offering fresh local produce at subsidised prices.
Over the next year CPASE is set to enter a new phase, with an ever-improving member experience - and consolidating its position in the wellbeing industry.
CPASE will dip their toes into the events industry with their own CPASE bar, designed to be a social events hub.
Alongside this, the club will introduce a series of wellness and performance-led programmes, incorporating the latest research in recovery and holistic health.
Ultimately, CPASE stands out through its premium experiences and reinvestment in the member experience.
Clare Stobart said: “We are absolutely beyond thrilled to be crowned Health Club of the Year - and then go on to win the ultimate award of the evening - National Gym of the Year at the National Fitness Awards.
“After winning Boutique Facility of the Year for three consecutive years, this recognition
marks an exciting new chapter for CPASE and reflects how far we have grown.
“This achievement is a true testament to everything we do at CPASE - the passion and commitment of our incredible team and the loyalty and support of our members, who inspire us every single day. We couldn’t be prouder.
Even aged 78 Caroline continues to keep on running and is now inspiring others
A FORMER runner is leading fitness classes well into her 70s.
Caroline Turner, 78, is ‘active in every way’ and loves to keep herself busy and fit.
As former half-marathon runner and founding member of the Sunderland Strollers Running Club, with her husband of 42 years Joe - Caroline still loves to run, having recently completed an impressive five-mile run with academy trainer, Alex Greaves.
At Archer’s Court Dementia Care Home, where she now resides, Caroline has a newfound purpose leading a group fitness session - where her infectiously positive energy has kept residents moving.
During ‘Fitness Fridays’, residents can get stuck in to a customisable program of exercise, where nobody gets left out.
Residents are energised by music, whilst stretching, running on the spot and partaking in a diverse range of movements.
Some residents take part in armchair exercises, getting active from the comfort of their wheelchairs.
She said: “I really like running, as long as people are interested I’m happy to do it.”
Sharon Easterbrook-Smith, the registered manager of Archer’s Court Dementia Care Home, added: “She’s very fit and active.
“She likes to go for a run and has been doing it a long time, starting at about ten years old.
“I’ve just found out that the Fitness Fridays are going to have a hula hoop twist, which might put me through my paces.”
Denise Sanderson, 83, a fellow resident at Archers Court, has taken a particular liking to Caroline’s enthusiasm.
The pair have become close friends and
can often be seen chatting and laughing together before and after the sessions - with Denise rarely missing a chance to join in and follow Caroline’s lead.
Alongside running, spinning and dancing, Caroline is a talented pianist, a skill taught by her father.
The fitness class leader is also a guitarist, having performed at the Glass House Theatre.
Caroline’s husband, Joe, shares Caroline’s passion for seizing the day, getting involved with every opportunity.
He said: “We run together and we cycle to-
gether, it’s a huge thing for us.
“We went with our children to France, cycling. We’ve been sporty for years.”
The high-energy duo have passed their fitness bug on to their four children, who love to run and walk.
Caroline explains that she is ecstatic to have the chance to lead the fitness class every week: “I used to run three times a week, do spin classes and be very active.
“Getting out and about again feels fantastic. Now I get to share that with others, here at Archer’s Court.”
Why Kim is on a mental health mission
A FITNESS instructor has made it her mission to make mental health-centric classes mainstream.
After a devastating horse riding injury which has left her with long-term pain - and feeling pushed to the side in fitness classes, Kim Gray knew she had to revolutionise the industry.
From this, she created SattvaTIE, which offers accredited trauma-informed education for fitness and education professionals.
Health and fitness isn’t a one size fits all industry - and Kim’s courses recognise that, giving instructors the tools to understand how a combination of mental health challenges and physical trauma can impact training and how to offer sensitive and professional solutions.
The holistic training programme was born after Kim felt sidelined in a traditional fitness class - where the instructor was not trained to listen to understand her needs.
She said: “Years after the horse riding accident I didn’t think much of it until years later, when I was pregnant and had really bad pelvic girdle pain.
“It impacted how I moved and how my body performed with exercise.
“I ended up with diastasis recti, which is the tearing of the ab wall.
“I felt funny about it because before I
was pregnant I was working out loads.
“After that I wanted to get back in shape because I felt really weird about my body.
“I went to an exercise class and she was very knowledgeable and I felt very safe in her class.
“I went to another expecting the same, I
Kim Gray.
thought everyone is going to ask you about any injuries and barriers.
“Nobody asked me how I was feeling, nobody asked about injuries.
“Even if they had have done, I don’t think I could’ve put my hand up.
“By the end of the class I was being asked to do moves that the other instructor had advised me not to do.
“I went back to the car and just sobbed.
“I thought if I feel this way, other people must feel this way too.
“There’s a lot of trauma-informed schools now but there’s a gap in the fitness industry.
“If we can create trauma informed gyms it could help a lot of people, gyms are really good at promoting fitness - but too often the mind is missed out.”
Now, Kim hopes to build awareness and get her training course out into the industry.
So far, she has been praised by instructors who have received the training alongside positive feedback.
However, to bring trauma-informed gyms into the mainstream, as many instructors as possible need to get involved.
Kim hopes to spread her mission by speaking at fitness exhibition panels and make holistic fitness the industry standard.
Newcomer of the Year sponsored by TRUE Fitness
Anatomy Gyms Exeter
A really impressive and highly professional application. Their business model, client transformations, five-star reviews, and SGPT niche really make them worthy winners.
Regional Gym of the Year Scotland and Northern Ireland sponsored by The University of Edinburgh
Future Fitness, Glasgow
Future Fitness has been a huge part of the local community for over 25 years and is still pushing forward to offer the best training environment in Scotland, despite fierce competition and a major budget gym on its doorstep.
Regional Gym of the Year North sponsored by Core Health & Fitness
6FITGYMS, Bradford
This is a gym who listens to its members, and acts on their feedback, resulting in a community orientated facility where their members feel heard and cared for, and the gym’s member retention levels reflect this progressive thinking.
Their VIP guest card concept adds value to the offering, at the same time allowing for strong organic, referral-based growth. All of this, coupled with significant re-investment, and a customer service offering you’d expect from a luxury boutique facility.
Regional Gym of the Year Midlands and Wales sponsored by Staffs Fitness
Elements Fitness and Wellbeing, Stafford
As a family run business, the owners take extreme pride in offering the best service and facility to its members, and continues to try and separate itself from the rest to make Elements a community accessible to anyone.
After numerous years as an establishment, it has gained a fantastic core foundation of members who have stuck by them and continue to support every day.
The owners take great value in the fact these individuals choose to use Elements as their home rather than the well known commercial facilities on offer.
Regional Gym of the Year South sponsored by ClubRight
T2FIT, Coulsdon
T2FIT Coulsdon doesn’t strive to be just another gym in South London. It strives to be the standard-bearer for excellence, for transformation, and for what a life-changing gym experience truly feels like.
What makes T2FIT special isn’t just the workouts. It’s the culture. One where every detail matters.
From the moment someone walks through our doors, they’re welcomed by name. They’re known. They’re seen. They’re coached. And they’re celebrated, whether it’s their first session or their 300th.
Gym Team of the Year
Stribe stood out for the depth of their member stories, revealing a genuine understanding of their clients’ needs and a commitment to delivering positive change. All staff being fully employed, no freelancers or zero hours contracts, makes for a somewhat unique staffing model but this results in each team member bringing a commitment to staying current with best practices to guarantee tangible benefits for clients and thereby reinforcing the gym’s credibility. Daily briefings, weekly meetings, ongoing training and social events that include family, help to nurture a connected team. There is no doubt this team really cares, their collective dedication to improving the health, confidence, and wellbeing of members has created an environment where every member can feel supported, motivated, and empowered.
Stribe, Crawley
NATIONAL FITNESS AWARDS
Customer Service Award
Snap Fitness Isle of Wight
It comes across that Snap Fitness Isle of Wight genuinely care about their members, knowing people by name, checking in if someone hasn’t been in, and change their offering and what they do based on real feedback.
The 400+ near-perfect Google reviews speak for themselves, clearly people are very happy with the facilities.
The team go out of their way to support people’s wellbeing, not just their workouts, and it shows in their retention and reputation.
Best Hotel and Spa Facility sponsored by ServiceSport
Hoar Cross Hall, Burton-on-Trent
It is no wonder Hoar Cross is regarded as one of the best Hotel and Spas in Europe. They operate on large scale usage volume, whilst still managing to retain a luxury, personal feel throughout, never compromising, and always putting their members, hotel guest and day spa users first. The £3.5m re-investment in the spa terrace is a masterpiece, which not only offers significant returns on investment, but also takes the Hotel and Spa to new levels of excellence and quality.
Boutique
Facility of the Year
CYC:D, Haslemere
CYC:D is a small independent boutique studio that has grown over the years and adapted to the demands of its clients and the ever-changing landscape of the fitness industry. They keep abreast of trends and integrates where they can. CYC:D is not afraid to push the boundaries and pride themselves on offering a unique customer experience from the moment a new client enters one of the studios and maintain that same level of customer service throughout their journey. They are passionate about giving a personal touch, and try to get to know clients on a personal level, remembering names and getting to know them, making each and every one feel special. CYC:D are fully inclusive and have clients ranging in age from 14-75.
Strength Training Gym of the Year
Iron Island, Bury St Edmunds Iron Island really sets the bar, they’ve got top-tier strength kit, expert coaching and proper (forward thinking) recovery support and nutrition all under one roof. Its specialist classes, workshops with world-level athletes, and annual competitions develop the sport of strength training and create ways for members to progress and be inspired by their own trainers as well – which in my opinion is key, having incredible staff and coaches that encourage and inspire members.
Ladies Only Gym
of
NORKS Sports Bras
the Year sponsored
by
Forge Female Fitness, Ballymoney Their growth into a third bigger unit in such a short time is very impressive. The additional support given to their members in the areas of mental health and menopause really shows their forward thinking and investment in their community’s long term health and results.
Functional Training Gym of the Year
JWPT, Nottingham
JWPT is a superb functional gym, with an incredible team of personal trainers. Community and team support are clearly of the utmost importance to them, supporting a number of their members through various fitness events, with notable success.
Group Exercise Gym of the Year
Harrogate Leisure and Wellness Centre
The broad mix of themes offered by Harrogate Leisure and Wellness Centre ensures that individuals of every age, ability, and fitness level can find a session to suit their needs. A cycle session designed to help Parkinson’s sufferers deserves a special mention for how group exercise can reach beyond purely the fun, social cohesion benefits. Regular timetable refreshes keep the programme current and exciting, demonstrating a dynamic approach to programme management. This variety ensures all members find classes tailored to their evolving fitness goals and preferences.
Member Achievement Award sponsored by Elevate
Darren Gardner, JWPT
Such a transformation in body – losing an unimaginable 81kg – but also an incredible change in life too! The word inspiration just doesn’t do justice to Darren’s achievements.
Community Involvement Award sponsored by InBody
Whitwick and Coalville Leisure Centre
Whitwick and Coalville demonstrate an amazing commitment to community wellbeing, delivering large-scale impact in a relatively small town. They’re reaching people of all ages and backgrounds, running huge numbers of sessions weekly and working closely with schools, health services and local organisations. They’ve delivered millions in social value and health impact, and they’ve been rated ‘outstanding’ nationally for inclusion, with assessors describing their delivery of equality and inclusion as the “best seen in 29 years of assessment”. This level of reach, measurable value and recognised excellence makes them a clear winner.
Education Facility of the Year
The University of Edinburgh Pleasance Gym
The University of Edinburgh Pleasance Gym stands as an exemplary model of what a modern collegiate recreation facility should embody – accessibility, innovation, community engagement, and a commitment to student wellbeing. From the Technogym, Wattbike and Eleko equipment to HYROX training the facility shows a dedication to delivering a high quality and on-trend service to it’s huge membership base. At a time when many educational institutions are under financial pressure, UoE has produced a paper highlighting the economic impact of sport to the university, something that garnered global interest. Even more far reaching than this, however, is the commitment to furthering the sports and fitness industries through the two on-site research centres.
Personal Trainer of the Year
Barnaby Galiffe, Project 23 Coaching
To say that this was the hardest category to judge would be the understatement of the year. If I could have handed this award out five times I would have.
The strongest field I’ve ever had to judge. Barnaby’s commitment to his role as a PT shines through his growth, passion, investment in his profession and his clients.
Health Club of the Year sponsored by Matrix
CPASE, Knutsford
Not only is this the best health club in the UK, this could be the best health club I’ve ever seen.
CPASE defines what a health club is and should be. A space where the health and wellbeing of their members are at the centre of everything decision, action and process.
Where luxury facilities meets science backed technology. Where scale meets community. And physical and mental wellbeing work in harmony. Incredible health club.
Local Authority/ Leisure Trust Gym of the Year sponsored by ServiceSport
Burnley Leisure and Culture Group
Burnley Leisure and Culture Group represents the very best of what a communityfocused leisure trust should be. Its dedicated staff work tirelessly to create a supportive, connected and healthy environments across all its facilities and sites, ensuring that health and wellbeing are accessible to everyone.
The group offer a wide range of memberships to suit different needs, from junior, off-peak, and senior options, to concessions and tailored programmes such as its “Stepping Stones” membership, which bridges the gap between health interventions and long-term sustainable fitness, including specialist support for neurological and respiratory clients. They make a conscious effort to reach deprived communities, ensuring all voices are heard and reflected across the programmes and workforce.
Outdoor Facility of the Year
Braveheart’s Boxing Gym, Hamilton
Braveheart’s Boxing Gym has redefined what an outdoor fitness space can be. It’s not just a gym with a few pieces of equipment outside — it’s a fully immersive, highimpact training environment that builds strength, resilience, and community spirit from the ground up.
This space isn’t about flashy extras — it’s about grit, growth, and transformation. It’s where people come to train hard, breathe fresh air, and feel alive. It brings a tough-love energy that inspires courage, discipline, and self-belief — values that Braveheart’s lives and breathes.
Best Membership Campaign
Your Space To Feel Good, Barnsley
The majority of membership campaigns are designed with the sole goal of attracting new members and increasing revenue. I loved how this campaign’s primary goal was to increase member happiness.
Of course, as a result of this campaign, it will have attracted a number of new users, and the data collected is invaluable, however, it’s so refreshing seeing a marketing team prioritising member retention and happiness as opposed to just driving for new sales.
National Gym of the Year sponsored by Palestra World
CPASE, Knutsford
CPASE has shown an unwavering commitment to detail, personalisation and an authentic boutique experience.
Members are not just a number – they are individuals with distinct identities, habits and aspirations which is a testament to its personalised approach that transforms the club into a destination that becomes its escape from reality.
Central to is mission is delivering the UK’s best member experience. CPASE strive to make every member feel like the centre of its universe, not merely a participant.
Outstanding Achievement Award sponsored by Life Fitness/ Hammer Strength
A massive thank you ...
To make it onto the shortlist is a real achievement – the quantity and quality just keeps growing year on year so congratulations to not only our winners but all our finalists.
Thank you to all our sponsors – some who have supported the National Fitness Awards since the very first year and some new ones who are supporting the awards for the first time. We are grateful for all your support especially that of our headline sponsor ServiceSport.
These companies make it possible for us to recognise and applaud the best of the best in the industry that we all love.
A big thanks to our judges too –the Workout and Script team that spent many, many hours selecting the initial shortlists.
And our expert panel made up of Ross Paterson, Katie Bulmer-
Cooke, Dean Hodgkin and Harry Aitken, who worked alongside the WorkOut team to choose our amazing winners. We appreciate your hard work, diligence and commitment in this near impossible task.
Thanks too to our host for the evening, Natalie Sawyer.
Our biggest thank you goes to all our finalists, who joined us on the night – you’re all winners and we hope you had a brilliant evening.
Liam Rushmer and Catherine McFadzean, Fitness Rush Community CIC
Product could be the tonic for conundrum...
GYM owners who have been responsible for a vending machine know the struggle.
You want to keep your customers happy, but predicting what will actually sell can feel like a guessing game.
Stock up on caffeine dominant energy drinks and you risk alienating those who want energy without a crash.
Balancing demand, shelf life and consumer trends while trying to keep margins healthy is a real, but avoidable struggle.
That’s where Neutonic productivity drinks are stepping in.
Neutonic isn’t just another can collecting dust on the shelf, it’s a new category of beverage.
It’s designed for busy professionals, students and most importantly, gym-goers.
Packed with nootropics and vitamins, Neutonic offers a smoother, more sustained energy boost than traditional drinks.
With 120mg of natural caffeine, Neutonic appeals to the health-conscious consumer.
Moving away from the beta-alanine itches, which can put off consumers for good, Neutonic delivers energy without nasty side-effects.
In a world obsessed with ‘clean’ living and energy, Neutonic isn’t just another trend, it’s a lifestyle.
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