The Independent Gyms Conference 2025, saw owners and managers of independent gyms across the UK gather for 2 days of networking and learning. Catch up on the 5 need-to-knows for independent gyms from the event.
The Independent Gyms Conference returned to Cranmore Park, Solihull on 13 and 14 November 2025. And the final event of 2025 for independent gym owners and operators was bigger and better than ever.
The Gym Operators Conference promised:
- 60 exhibiting brands
- 4 speaker stages with 45+ educational sessions across 2 days
- 1 big Movember social!
As always it really delivered! Thanks to everyone who took time to chat with the Xplor Gym team across the two days! As ever, we left feeling inspired by the passion and commitment gym owners put into innovating for their members.
There was a lot going on at the Independent Gyms Conference. And of course, we know as a busy gym owner it’s not always possible to be there in person. So, here are your 5 big insights from this year’s conference.
Let’s get stuck in!
Power up your business & stay in the know
1. People unlock growth
Your people determine your culture. And your culture determines your member experience. This message was echoed through many of the sessions at this year’s Gym Operator Conference.
Investing in gym staff, clear internal communications, and healthy leadership habits have a direct impact on retention, revenue, and business growth.
Culture is a daily practice
All too often, the values you create for your business will be written in a business plan, displayed on your website, or even painted onto a wall. And that’s where they end.
“Keep going back to your team because that’s your personality, that’s the vibe of your facility, they’re the ones who are going to deliver.”
Sean Thornton, 3-1-5 Health Club, at the Independent Gyms Conference 2025
To create a values-led business with a strong positive culture, behaviours matter. That could mean making sure your team:
- Proactively greet members
- Take pride in coaching class participants, going beyond instructing
- Know what’s expected of them
- Accept accountability for key performance metrics
- Feel a part of something bigger
“We have a company policy that whenever somebody comes in the front door, if there’s a staff member on reception, they say hello. You know, that’s part and parcel for us. We have a policy that when they leave, we say goodbye. To the extent where members are looking at us and if we don’t say goodbye they’re going ‘what have I done!’”
John Grindrod, FTC Gym, at the Independent Gyms Conference 2025
Great teams are built with intention
Even with a great culture, recruiting new staff with the right qualifications and skills can be tough. Research found 56% of those who’ve hired in recent years struggled to find qualified candidates.
John Grindrod, owner of FTC Gym, shared how in going 24/7 and unmanned, he’s also been able to focus on hiring the right staff – quality over quantity. And that doesn’t mean seeking out perfectly qualified candidates.
Instead, it means focusing on finding malleable, adaptable people. Then investing in onboarding and training team members up to fit the needs and culture of the business.
Sean Thornton, Managing Director and Owner of 3-1-5 Health Club, also takes this approach. Since the independent gym opened in 2013, Sean has successfully retained many key staff members. This is true testament to his philosophy of empowering individuals to find and follow their talent.
“My staff are my stars and every star within my business has got a genius. So, what I challenge every person as an operator is to find out what are the areas of interest of your personnel. It might not be what you expect.”
Sean Thornton, 3-1-5 Health Club, at the Independent Gyms Conference 2025
Gyms grow faster and retain members longer when they focus on investing in their people. That can mean formal training and informal training from events like the Independent Gyms Conference.
It can also mean:
- Creating internal development pathways
- Quarterly reviews
- Consistent one-to-ones
- Promoting from within
- Ownership of clear, business-oriented goals
Hospitality and team engagement expert, Helen Muller, spoke to the importance of really knowing you’re team. So, you make sure you always have the ‘right people, in the right seats, on the right bus.’ That can mean making tough decisions and re-deploying people as your business evolves.
“Through a really effective and great coaching culture within your business, you would always know where your people are going… those one-to-ones are about those individuals and how they feel and where they want to go in terms of their careers.”
Helen Muller, The Engagement Engine, at the Independent Gyms Conference 2025
Use automation to give staff their time back
Megan Greenaway, Customer Success Manager for Xplor Gym, shared that many gym owners and their staff are time poor. Operators on the From Overworked To In Control: Winning Back Time In Your Gym panel explained how they’re using tech to overcome this.
When used well, tech can dramatically improve job satisfaction. From online joining to access control, tech is freeing staff from repetitive admin. And making more time for the relationship-focused human work that makes independents so special.
Quick takeaways for independent gym operators:
- Hold meaningful one-to-ones every month (at least). Go beyond managing performance to understand the goals, motivations, and development needs of each team member
- Define the behaviours that represent your culture. Recognise and reward staff when they demonstrate them
- Automate repetitive admin (joining, payments, routine communications) to give staff more time for coaching and member care
2. Measure what matters to boost retention
If the first theme of the Independent Gyms Conference was your people and their influence over retention, the second was data.
Across many of the retention-focused sessions, one message was repeated:
If you can’t measure it, you can’t manage it.
Early engagement predicts retention
No surprise here! Onboarding matters. New members who are engaged and visit in their first 30 days are more likely to be with you in 300 days.
For most new members, 1 visit a week is achievable. Retention expert, Guy Griffiths, recommends sending a new member either one of these two messages at the end of their first month:
- Encouragement – To new members who’ve visited fewer than 4 times
- Congratulations – To new members who’ve visited 4 or more times
You can then measure the split between each group to see how you’re tracking.
“Let’s say 100 people joined last month, how many congratulations messages did you send? How many encourage messages did you send? So, it sets up a KPI (key performance indicator) of how your onboarding is going.”
Guy Griffiths, GGFit, at the Independent Gyms Conference 2025
Tracking behaviour creates re-engagement opportunities
To create intervention opportunities throughout the member journey, keep tracking visit behaviour. Look at:
- Average visits per month
- Days since last visit
These metrics reveal who needs support and who is thriving. Use your gym management software to re-engage members at-risk of cancelling. And have your team contact members where you can make the biggest difference.
As well as re-engaging at-risk members via email, Guy suggests trying a text message. Then if that doesn’t get them back in and visiting, follow up with a phone call or even a postcard. This approach balances efficiency with effectiveness.
Use data to take members on a journey they’ll want to stay on (and talk about)
Especially for independents, there’s a great opportunity to boost retention through routinely gathering and tracking health indicators like metabolic age, VO2 Max, and muscle mass. All of which are key indicators of longevity.
In the Performance Insights: Improving Retention Through Better Benchmarking panel, Steve Orton was joined by Luke Veebel (Wattbike) and Francesca Cooper-Boden (InBody).
The group spoke to the opportunity clubs have to show members their progress by recording simple health-related data points during both onboarding and in regular 6–8-week reviews. So, taking them on a journey that boosts engagement and encourages them to keep showing up.
Likewise, Guy Griffiths explained how using biometric scales that can calculate metabolic age gives members something they can talk about with others. Helping you attract new prospects too through word of mouth.
“Metabolic age is the one thing people will compare down the pub. You know, ‘I’m 53 but my metabolic age is 43’. ‘How did you find that out?’. Imagine. ‘Can I go?’. ‘I’ll see if I can get you a guest pass’.”
Guy Griffiths, GGFit, at the Independent Gyms Conference 2025
Quick takeaways for independent gym operators:
- Track early behaviour religiously – visit frequency is one of the strongest retention signals you have
- Build a standard 6–8-week measurement cycle focusing on body composition and/or simple performance tests
3. Profitability calls for intentional pricing
Finances have been a major topic this year and as a result so have price increases. In fact, research found that 90% of operators have seen costs rise, yet only 68% have increased prices.
To discuss this, James Barter from the Xplor Gym team hosted the Panic To Profit: Tackling The Fear Of Increasing Prices panel. James was joined by Jack Burton (Fit24), Sean Thornton (3-1-5 Health Clubs), and Guy Griffiths (GGFit).
The panel discussed how price increases can be handled intentionally, transparently, and confidently. So, retaining members, avoiding complaints, and improving profitability.
Inflation has eaten away at margins
The panel discussed the reality facing independents. Rising utility costs, higher staffing costs, and increased equipment costs, have been coupled with the growth of competition from low-cost chains.
Both Sean and Jack shared the same moment of realisation as a business owner. Even with good retention and strong joining numbers, profit was slipping because pricing hadn’t kept pace with cost increases.
“We took a failing club over at £16 a month. We spent 8 years going from £16 a month to £20 a month thinking that’s a price increase. So, over those 8 years it was hard, but for me the biggest lesson was coming out of school… no one teaches you about finance, about inflation eating away at your profits.”
Jack Burton, Fit24, at the Independent Gyms Conference 2025
Members will pay more when they understand the value
In reality, independent gyms often find members are willing to pay more and accept price increases when they see the value in their membership.
“I think as long as you invest in it all the time, engaging with your membership and offering them what you want, people will pay for it.”
Jack Burton, Fit24, at the Independent Gyms Conference 2025
When increasing prices, communication matters – members need to know the story behind the changes.
Members respond well when operators explain:
- What improvements have already been made
- What reinvestment is coming next
- Why the change is necessary to maintain quality
- How much value they currently receive
“I think one of the biggest advantages that we’ve all got as well as independents is we know our market place. We’re not having to wait for someone from head office to give us some instructions. You are the head office yourself as an owner. And actually, communication is a key thing. What differentiates an independent from a multi-site is the level of communication you can offer as an independent.”
Sean Thornton, 3-1-5 Health Club, at the Independent Gyms Conference 2025
Pricing should be predictable
When to increase prices is a big topic – is there an optimal time?
Guy has worked with clubs who increase prices firstly for new members in January when demand is high. Members then get the price rises later in the year – a gift for their loyalty and incentive to stick around for a preferable rate.
By comparison, Fit24 runs price increases annually to coincide with the new financial year when pay rises also tend to happen. This helps normalise the process to reduce the likelihood of complaints. The operator also charges an annual enhancement fee that’s invested back into the business.
“There’s no right or wrong time to implement price increases. We do it in April because it aligns itself with everyone getting a pay rise in terms of minimum wage etc. So, that’s a little bit more palatable for people. But we also do it on the back of we’ve had the back end of the year which is our biggest investment period. The gym normally starts to quieten down in December, so we’ll renew things.”
Jack Burton, Fit24, at the Independent Gyms Conference 2025
Look at other options
When it comes to improving profitability, the panel discussed what clubs can do beyond simply rising prices.
Fit24 has looked at adding other paid options – like a towel service that complements sauna facilities. 3-1-5 Health Club has added a premium option bringing members the option of access to boutique style classes and small group training.
“We’ve now brought in a club plus membership. So, for an extra £25 a month it gives members access to our boutique type of services… We’ve grown our membership base from 7,000 to just under 8,000. And our club plus is about 1,000 members, so we’re getting an extra £25,000 a month through now offering these services.”
Sean Thornton, 3-1-5 Health Club, at the Independent Gyms Conference 2025
Guy shared how one operator he worked with was facing a PureGym opening up nearby, so didn’t want to increase prices. Instead, they analysed the profitability and retention power of existing membership options.
This analysis showed that the cheaper 12-month membership was actually less effective at retaining members than the more expensive monthly rolling option. So, the operator cut the cheaper option.
“What we showed was that the monthly brought in another £19 over the year than the cheaper membership.”
Guy Griffiths, GGFit, at the Independent Gyms Conference 2025
Make low-visibility plans to reduce cancellations
If you’re raising prices, make sure your team is prepared. Quietly offer alternative options to members considering cancelling. For example:
- Off-peak plans
- Saver memberships
- Multi-month packages
- Limited-access memberships
These give members a way to stay connected without discounting your core product or devaluing your brand.
Quick takeaways for independent gym operators:
- Introduce an annual pricing review cycle. For increases find the timing that best suits your business and members. Look at alternatives to increases
- Always explain the why behind increases – members value transparency. Communicate increases confidently and clearly
- Create non-advertised saver options to reduce cancellations, while protecting your core pricing
4. Member experience is where independent gyms win
If people, pricing, and performance measurement were strategic themes, member experience was the emotional heart of the conference. Many speakers, across a diverse range of topics came back to the same message:
Independents win by delivering what big-name chains and budget chains cannot. This includes:
- Personal relationships
- Strong community connections
- Staff consistency
- High-touch service
- Clean, safe, well-maintained spaces
- Thoughtful onboarding
- Small details that show just how much you care
Give beginners confidence
How to win and keep first time members is always a much-discussed topic. Research often shows how overwhelmed beginners feel when joining a gym. Independent gyms can deliver the confidence beginners seek.
Find ways to reduce friction and win loyalty by clearly explaining:
- Where to go when they first visit
- How to ask for help and who to speak to
- What to do in the first 10 minutes of their first visit
- How to use equipment
- What to expect in a class
Onboarding matters
It’s not just brand-new beginners who need onboarding. It’s every new member, even those with decades of experience. The first week, the first session, the first conversation will define a member’s experience and relationship with your business.
There are lots of different ways to onboard new members. The best way is to meet members where they are at.
- Use your gym management software to create personalised onboarding journeys based on behavioural triggers
- Offer personalised plans and track progress using biometric and other stats
- Always aim to get that next visit booked in before they leave your facilities
The key is to ask the right questions to find out exactly where a member is at, their expectations, and how you can best adapt your approach.
“A lot of your new members have been a member somewhere else before. We spend a lot of time creating new member journeys, the tour process, point of sale [etc.]. One of the key questions, we must now be asking…
Has somebody been a member elsewhere before? Because if they have, they’re gonna have some very different expectations. So, we have to be very clear as to who we are and manage their expectations…
It’s very, very important that we bring that question in to understand have you been a member elsewhere before? And of course, we’re not just going to accept it. Yes or no. I’m going to ask the question, great, well, what did you like about that? So, what were you looking to achieve?
Be ready to understand that experience, so you can signpost them effectively rather than accepting yes or no, we need to take a deeper dive.”
Julie Allen, Active Insight, at the Independent Gyms Conference 2025
Consistency beats perfection
Member experience is retention. Member experience is referrals. Member experience is brand. Big chains might be able to out-spend independents, but they cannot out-care you.
Members expect consistency. The little things add up. Train your team to practice radical hospitality.
Always greet and acknowledge members. Keep equipment clean. Have staff available at the right times and in the right places. Proactively help – members should never need to ask twice.
“Consistently asking, when will we see you again?… does plant that psychological seed of commitment – ‘oh actually, yeah, I’m going to come in on Friday’ etc…. We’re in the business of behavioural change essentially. This is what we’re doing to support people on their journey.”
Julie Allen, Active Insight, at the Independent Gyms Conference 2025
Quick takeaways for independent gym operators:
- Design a consistent, repeatable onboarding journey that builds confidence from day one (keep it flexible as much as practical)
- Map every member touchpoint and assign ownership to specific staff members
- Train your team on radical hospitality – the small behaviours that make members feel like they belong in your space
5. Recovery can be a retention engine and revenue driver (not just a buzzword!)
Recovery has been one of the trendiest topics discussed at events like the Independent Gyms Conference in recent years. Many operators have been seeking ways to make recovery a sustainable part of their business strategy.
Owners of recovery-led operator, Namix Performance Centre, Charlotte and Chris Wood hosted the Beyond The Workout: How Integrating Recovery Drives Retention, Loyalty And Profit In Independent Gyms session.
Sharing their learnings as a gym built around recovery, the pair clearly showed other operators how they can use recovery to differentiate, support members better, and unlock new revenue.
Injured members fall into a ‘void’ without support
All too often, gyms lose members to injury. They get injured, lose confidence, and don’t know what exercise options they have, so cancelling is the answer.
By working closely with in-house or external therapists, operators can overcome this. Helping members find the right support and exercise options for their needs.
“Most members will experience it, one in three will experience injury, fatigue, or burn out. So, if you’ve not got that support structure in place, one in three is a huge amount for you to lose that opportunity to keep them or secondary spend of what you can assist them with.”
Charlotte Wood, Namix Performance Centre, at the Independent Gyms Conference 2025
When a member can’t train fully, recovery keeps them engaged with your business. Examples of recovery touchpoints to look at include:
- Return-to-training sessions
- Mobility workshops
- Group recovery classes
- Manual therapy partnerships
- Sleep and stress education
- Load management tracking
- Recovery corners (with percussion tools, compression boots, etc.)
Throughout, Charlotte and Chris clarified that integrating recovery needn’t mean investing in expensive equipment or hiring clinical-level staff. Even making a referral can have a massive impact on long-term loyalty.
“If we know that someone’s not been in and we’ve got wind that they’ve hurt themselves, we’ll make it our business to get in contact with them. Whether they want to hear from us or not. Because we feel as though we should have an obligation to try and help them…
If you’re responsible for getting someone better and you’ve taken them the full length of that journey or sent them to the right person… if you have a good relationship with a good physio, sports therapist, chiropractor, who gets the results, has a good track record, they’ll [the member] be forever in your net for helping them get to the right person to get them back in the gym.”
Chris Wood, Namix Performance Centre, at the Independent Gyms Conference 2025
Recovery creates stickiness. And sticky members stay for longer, spend more, and refer more.
Quick takeaways for independent gym operators:
- Partner with local experts to broaden your offering without increasing payroll
- Create a simple, structured return-to-training pathway for members recovering from injury, fatigue, or time away
- Promote recovery as part of your culture – through workshops, marketing, and staff education
Bring on the Independent Gyms Conference 2026!
Those are our top 5 takeaways from the Independent Gyms Conference 2025. Do you have any you’d add? Let us know!
The drive and passion of independent gym owners always makes us feel inspired and fired up ready to do better. We can’t wait for the Independent Gyms Conference 2026.
Join the most ambitious independent gym owners and operators around. See Xplor Gym management software in action.
by Xplor Gym
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First published: 18 November 2025
Written by: Xplor Gym