TOTAL Fitness, the leading mid-market health club brand with 16 locations across the North of England and Wales, has announced its financial results for the 2024 financial year, demonstrating strong revenue growth and sustained market resilience.
Total Fitness grew revenue by 15% year-on-year to £46.1m, reflecting its continued expansion, high member engagement, and operational efficiencies. EBITDA also saw a 14% increase to £5.8m, underpinned by membership growth and strategic investments.
Strong Market Performance & Consumer Demand
The company’s performance aligns with continued strong consumer demand for fitness services. Market research conducted by Total Fitness indicates that 25% of non-gym members* are considering joining a gym within the next year, rising to 58% among under-25s.
Total Fitness reports a 19% increase in total visits across clubs in the 12 months to June 2024 (higher than the rate of membership growth 7%), indicating that members are using its facilities more frequently.
It attributes this increase to the fact that its ‘supersize’ health clubs (which offer more square footage per member) better support the habits of today’s gym-goers (especially that of under-25s) to spend longer at the gym, both to exercise and socialise.
Tom Rayner, Chief Financial Officer at Total Fitness, said: “Our growth in 2024 underscores the importance of creating a quality, spacious, and inclusive environment for our members. We know that the more frequently people engage with their health club, the more it becomes a non-negotiable priority in their monthly budget. This resilience is reflected in our continued financial success and our ability to invest in new initiatives that further strengthen the member experience.”
Operational Highlights & Strategic Growth Drivers
Total Fitness’ growth strategy in 2024 has been shaped by targeted diversification, investment in club improvements, and the introduction of new membership propositions:
- Swim Academy Expansion: Following its successful launch, the Swim Academy has provided high-quality swim teaching for children of all ages, diversifying revenue streams and meeting strong demand. The Swim Academy grew every month across this first year of operation.
- Growth of The Women’s Gym Concept: After the successful pilot of an in-club concept in Whitefield, The Women’s Gym expanded to Wilmslow, providing a dedicated space tailored to female gym-goers’ needs. This new, dedicated gym adds to Total Fitness’ existing 15 supersize clubs, the business’ first new club opening in 19 years.
- Club Enhancements: Major renovations were completed at Hull, Lincoln and Wakefield clubs, reinforcing the company’s long-term commitment to quality member experiences.
- Record Membership Levels: Total Fitness achieved and sustained record membership levels throughout the year, further solidifying its market position.
Competitive Positioning & Future Outlook
Total Fitness attributes its continued growth in a competitive landscape by offering large-format clubs with extensive gym and swimming facilities at a competitive price. This unique proposition enables members to enjoy a varied and uninterrupted workout. The business reports that this growth is continuing, with total paying members reaching record levels in January, following its best month on record for new joiners.
Looking ahead, Total Fitness is focused on further capital investment and continued expansion of small-format clubs.
Rayner added: “Our strategy remains clear: delivering high-value, full-service fitness experiences at an accessible price point. With further investments planned for the year ahead, we are confident in our ability to drive continued growth while reinforcing our position as a market leader in the mid-market fitness sector.”
For more information about Total Fitness, please visit www.totalfitness.co.uk.
* Data from Total Fitness market research of a nationally representative sample of 2,009 UK adults
