Total Fitness surpasses membership targets as fitness industry sees post pandemic revival

Leading health club brand, Total Fitness, has announced a record-breaking start to the year for new member sign ups, as the fitness industry makes its way back to full health after the pandemic.

For Total Fitness, the demand for health and wellbeing has seen some clubs nearly double the number of new joiners compared with previous years, with a total of 51,727 new members since April last year. The average uplift in monthly joiners pre and post pandemic is also performing strongly at 45% per month.

With a surge in new members motivated to get fit and healthy, the northern health club brand is confident that 2022 is the year that fitness is high on consumers’ priority list, with a renewed focus on health and wellbeing firmly back on the agenda.

According to search data from fitness marketplace Hussle, customer demand for health clubs and gyms returned to normal in January of this year, however due to renewed restrictions, consumers were reluctant to sign up to new memberships. Hussle reported that peak demand for memberships could therefore extend beyond the traditional January period to February and March.

However, despite industry concerns around Plan B restrictions and working from home guidance delaying new member sign ups, the beginning of 2022 proved to be an exceptionally strong start for Total Fitness, with fourteen out of fifteen clubs exceeding their target numbers for new members.

The strong figures come as the fitness and health sector sees a confident revival as much of the UK get their health and sporting goals back on track this year. Additionally, many gym goers are now keen to embrace a wide variety of exercises and are looking to health clubs for ways to embrace a healthier lifestyle and improve their mental health and wellbeing.

In a study from Total Fitness, it found that new joiners were keen to make use of swimming pool facilities, as well as high quality fitness equipment and exciting classes to try out. Demand for Total Fitness’ swimming facilities – which include 25m indoor pools as well as family and hydrotherapy pools, were revealed as the main attraction for new joiners.

Impressively, all but one of the business’ 15 sites in Northern England and Wales smashed their January performance targets to beat their previous record-breaking month. January 2017 was previously the best performing month for the company, but 2022 has seen a significantly higher performance which strongly suggests that gyms have recovered after the pandemic forced closures last year.

Since Total Fitness’ first post lockdown reopening in July 2020, 10 out of 14 trading months have also had their ‘best on record’ membership growth performance.

Total Fitness health clubs offer members a variety of ways to work out and enjoy getting fitter and stronger, including a diverse choice of classes, expert personal trainers, large swimming pools as well as revitalising hydro-pools, and a wide range of targeted fitness equipment. The company has been offering full-service fitness to members in-person since 1993, with their online services launching in 2020.

Sophie Lawler, CEO, at Total Fitness said: “I’ve always been proud to serve the fitness industry and our Northern communities, so to come in to 2022 so strongly and build on the momentum we generated in 2021 is just brilliant. It puts us in a strong position for the rest of the year.

“As we approach 12 months since re-opening, we’ve got plenty to celebrate as well as to reflect on. It hasn’t been a normal year, in the same way as it hasn’t for many other businesses that have been working hard to serve their customers despite so many challenges, but the way in which our teams have come together to collectively restore our membership base in such a stellar fashion has been exceptionally inspiring.

“Fitness services like ours have always been really important, but now so more than ever and so we’re looking to the future with real excitement.”

Find out more about Total Fitness on their website.

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