3 biggest challenges of running a gym (and how to solve them)

Costs that keep rising. Time that seems to slip away. Competition that feels relentless. Any of these challenges sound familiar? You’re in the right place. Read on for practical ways to overcome these common challenges.

Running a fitness business can be incredibly rewarding. But let’s face it, it can also be challenging.

One of the many amazing things about the fitness industry is just how resilient gym operators are. With the right strategies and tactics, you can tackle any challenge that you face when running your gym business.

In this blog post, we’ll look at 3 of the biggest challenges facing UK gym operators right now. And run through solutions to help you overcome, survive, and thrive.

Let’s get stuck in!

1. Costs keep rising

The Challenges Of Running A Gym Research* found that 90% of UK gym operators say that operating costs are higher than a year ago.

Of operators who’ve seen costs rise or stay about the same, 79% said payroll & staff wages have increased. 72% have seen business rates/taxes increase. And 64% are paying more for cleaning & sanitation supplies.

In fact, operating costs across a broad range of categories have risen.

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Ways to address rising costs

Control the controllables. Price increases can often feel out of your control. It doesn’t need to be that way; there are actions you can take to address and offset higher costs:

Understand your cashflow and follow a budget

Knowing what is coming into and out of your business will help you effectively manage your finances.

It’s also important to create a budget – and stick to it. Your budget is your financial roadmap. It’ll help you make informed decisions and work towards your goals.

Review your pricing

When was the last time you revisited your gym membership pricing?

Ideally you should be doing this at least annually. You might want to add new options to suit member needs, revamp your packages, and even roll out membership prices to increase profitability.

Find out how to increase gym membership prices (and keep members).

Diversify and add new revenue streams

Away from membership revenue, find new ways to bring in recurring and one-off revenue.

For example, you could run premium format classes offered on a subscription basis, offer existing members health checks using body composition technology, or add new branded retail items for members to buy.

Get creative!

Make sure your workforce is efficient

Payroll and staffing costs have increased. This is both down to the increased cost of employing people in the UK and higher salary demands fuelled by cost-of-living increases.

So, it’s never been more important to make sure your team are working efficiently to maximise output.

Look for ways you can automate tasks to free them from time-consuming, tedious work. Add access control technology that lets you operate unmanned during quieter times.

Find ways to be energy efficient

59%* of operators said that the cost of utilities (water, gas, & electricity) has increased over the last year. And we’d hazard a guess that looking back over the past 2-3 years, even more operators will have seen increases.

Make sure you’re carefully scrutinising the rates you get from suppliers and negotiating where you can. If you’re a member of a group like Independent Gyms you could join a group buying scheme for utilities to access discounted rates.

You should also look for ways to reduce the water and energy you use – for example, type and control of lights, temperature settings and smart thermostats, low-flow showerheads, etc.

2. Time keeps disappearing

The Challenges Of Running A Gym Research* explored a wide variety of topics from sales to tech & AI. One theme repeated across many areas. Gym operators in the UK are time poor and operating with limited resources:

Ways to address a lack of time

Without a doubt, it’s true, gym operators across the UK are busy. And it’s not going to slow down any time soon!

Although you might not feel you have the time to do so, making time to find ways to optimise the way you do things and identifying where change is needed will free you up.

So, you have more time. More time to work on the business rather than in it. More time to focus on your members. More time to invest into your team.

Spend less time on boring admin work

While tedious tasks may still need to be completed, the good news is that tech is there to help.

Your gym management software should be packed with features that make light work of daily tasks through automation.

Scheduling features should make managing timetables easy. Automated communications should be there to guide new members on their journey and re-engage those at-risk of cancelling. Access control tech should be in place to let members access your facilities independently.

Use your software to automate lead management

Manage and convert more leads with less effort. The lead management features in your software should make it easy to track prospect activities, set sales tasks, and create automated communication journeys that nudge prospects towards sign up.

Give your members more autonomy

Transactional interactions with members are real time eaters.

Go further and make it easy for prospects and members to get answers to common questions by adding an FAQs section to your website or even adding a chatbot.

Optimise your schedule

Switching between different tasks can seriously slow you down. So, it’s worth spending some time looking at your workday to maximise productivity.

Batch similar tasks together so you’re able to concentrate and get into the flow with less context switching.

Block some time for deep work – strategic thinking and bigger projects that call for your full attention and creativity.

Delegate and empower your team

90%* of operators have paid full and/or part-time employees. Make sure you’re delegating and allowing your staff to take on and own tasks where appropriate.

Create standard operating procedures and documentation to help staff handle tasks consistently and efficiently. Invest in regular staff training. So, your team have the right skills and confidence to problems-solve with minimal help.

3. Competition keeps coming

The Challenges Of Running A Gym Research* shows that 75% of gym operators in the UK face local competition. And over half have seen new clubs open within 5 miles since January 2025.

Operators with local competition are fighting for the same people and/or losing members to one another. And some are feeling the pressure to keep prices down to compete.

Ways to address competition

The saying goes ‘a little friendly competition never hurt anyone’. With the right attitude, competition can help you sharpen your game. Strengthening your business for the better. These actions can help:

Know your niche and double down

It’s often fruitless to try and compete on everything. Instead look internally.

Knowing where you fit in the market and why you win members will help you position your business as the best at one thing. Differentiating you from other fitness options.

Revisit your messaging

When was the last time you thought about your marketing messaging? In the face of increasing competition, you should make sure you’re focusing on value, not price.

What do members get from your club(s) that competitors don’t offer? That could be progress tracking, community accountability, expert-led classes, or something else.

Use testimonials from members and longer success stories to bring your messaging to life. Social proof like this fuel’s credibility.

Re-engage at-risk members

Members who haven’t visited and used their membership recently are more likely to jump to a competitor than those you’ve seen recently. Make sure you have a robust re-engagement strategy in place.

Your gym management software should help you spot members at-risk of cancelling. A good starting point is to identify members who’ve not visited in the last 30 days.

Use your software to create targeted, personalised re-engagement journeys that run seamlessly in the background.

Need help? Download the free Re-Engaging At-Risk Gym Members Playbook. It has all you need to build your strategy – including 9 email templates.

Focus on building your community

People connect with people. While it’s always tempting to attract people based off of price, you’ll create a sticker member experience if you focus on people.

Put people at the heart of your business. Find ways to build and strengthen your community:

Build local partnerships

Partner with businesses close to your club(s) – think cafes, physios, and beauty salons. Run cross-promotions and events to mutually benefit both sides.

Get involved with your local community(s). That might mean sponsoring local events, raising funds for charity, or being part of business networking groups. The more involved you are, the more exposure you’ll get, and people will feel good being a supportive member.

Speak with local employers. Look to set up corporate rates. And offer wellbeing services like fitness checks for employees.

Make member experience your top priority

It goes without saying, if a member feels valued, they are less likely to leave.

While modern tech can power hyper-personalised member experiences, getting the basics spot on can make or break how valued a member feels. Little things add up:

The wrap up…

Gym operators are incredibly resilient in the face of challenges. Turning adversity into triumph.

Right now, there are 3 big challenges operators across the UK face:

The actions outlined in this article are just some of the approaches you can take to turn challenge into opportunity. Building a business that thrives into the future.

For more insights into how your business compares to others, download the Gym Operator Insights Report 2025. From finances to marketing, and people to tech, the report is packed with exclusive insights and helpful takes from industry insiders.

*The Challenges Of Running A Gym Research was conducted by Xplor Gym via an online survey. The survey took place between 28 February and 21 March 2025. It was completed by 60 respondents from privately owned gym operators in the UK.