Once again, PerformX Live 2025 exceeded all expectations with 2 days full of education-packed sessions, valuable networking opportunities, inspiring workshops, and more. Get the 8 hottest takeaways that you NEED to know about as a gym operator.
Gym owners and operators from around the UK showed up in force for the first big fitness event of 2025. With a new home in the NEC for 2025, PerformX Live was bigger and better than ever!
The must-attend event included inspirational panels and talks from leading experts. And the chance to experience the newest innovations in equipment, tech, and wellbeing. Plus, plenty of chances to network and collaborate with like-minded peers.
One thing is for certain, there was a lot to see, a lot to do, and a lot of people to chat with at PerformX Live 2025. It was impossible to do it all. And we know not everyone could spare the time to get to the NEC for the event.
So, we’ve put together 8 sizzling hot takeaways for gym owners and operators.
Let’s get stuck in!
Power up your business & stay in the know
#1: Evolve mindfully
Adapting to its new venue, PerformX Live definitely evolved mindfully! Pretty much everything had been levelled up from previous years – and that includes the auditorium which played host to big names.
First up in the auditorium was the Gym Leaders Panel: Lessons From 2024 & Predictions For 2025 with Colin Waggett (Third Space), Sophie Lawler (Total Fitness), Marc Diaper, and Rebecca Passmore (PureGym) hosted by Ian Rushbury (Life Fitness).
The leaders of some of the biggest gym brands in the UK spoke about the biggest trends impacting the market now. It’s fair to say that there are a lot of trends – strength, recovery, community, the list goes on!
The leaders discussed how they approach these trends. And that starts with being clear on their values and guiding business principles to jump on the right things thoughtfully.
Whether you have 1 site or 100 sites, when it comes to cutting through the noise and introducing the right new services and products for your business, the leaders recommend you take a pause.
Find ways to evolve that let you build on your core operating model and what your brand is known for. Decide what you can deliver in the space you have available too.
Colin Waggett shared that Third Space use trial and error to test new offerings. This allows the business to assess if members really want a new offering. And whether the business can deliver that offering to the right standard in a way that makes sense from an economic perspective.
Consider, do you need to evolve to offer something new?
Quick need-to-knows for operators:
- Stay true to your core values – With so many industry trends (strength, recovery, community, etc.), focus on what aligns with your gym’s brand and operating model rather than chasing every new development
- Test before you commit – Trial and error, as used by Third Space, can help determine whether new offerings are both viable and valuable for members before a full rollout
- Adapt within your means – Consider what fits within your space, resources, and business model before introducing new services to create sustainable growth
#2: Master the fundamentals
On that note, one thing that came through in many of the sessions across the two days of PerformX Live 2025, was the need to master the fundamentals before incorporating new offerings.
Jeff Zwiefel from Lifetime’s MIORA stressed this during his interview with Matthew Januszek & Mo Iqbal from the LIFTS podcast. Jeff explained that before diversifying your offering you need to do the fundamentals of fitness really well.
For Lifetime that means creating an environment where people want to be. One that embraces all the senses – sight, smell, taste, touch, and hearing.
Likewise, during the Hospitality In Fitness panel on day 2, Jack Thomas and Matthew Lavender from The Fit Guide, emphasised that this also encompasses service. Great fitness experiences are about people with a process behind everything to make it repeatable and scalable.
Small, basic things add up to have a big impact. The pair, along with gym owners JC Vacassin (Foundry) and Rez Barad (BOXR & House of Fitness) who were interviewed by Jack, spoke of the importance of learning from 5-star hotels and Michelin star restaurants if you want to be in the top 1% of gyms.
If you can bridge the gap between expectations and actual experience, you’ll be able to retain more members and command higher prices. Keeping things simple and building systems can help you consistently meet expectations. Treat every visit as though it’s the first or the last for a member.
“If we’re not hitting the numbers we need to hit, we start discounting. We’ve got a 10% off sale, we’ve got a buy one year get 50% off. Rather than cutting prices, we need to think – how can we add value?”
Jack Thomas, The Fit Guide
There’s still plenty of opportunity in fitness. Oliver Patrick shared in his Fitness Industry’s Role In Wellcare session that 25.7% of people in the UK are inactive. So, this still presents a significant opportunity for growth.
Quick need-to-knows for operators:
- Get the basics right first – Before expanding your offerings, make sure your core fitness fundamentals—environment, service, and experience—are consistently excellent. A well-run gym with strong fundamentals will always outperform one chasing trends
- Create a premium experience – Learn from top-tier hospitality brands; exceptional service, attention to detail, and repeatable processes can help you retain members and justify premium pricing
- Add value, don’t just discount – Instead of cutting prices when numbers dip, focus on enhancing the member experience to drive retention and perceived value
#3: Seek opportunity in wellbeing & health (mindfully)
Recovery. Longevity. Biohacking. The business of wellbeing and health was a key topic across the two days. And there’s nothing new there!
However, the conversation is evolving. It’s evolving to focus on how operators, and the wider fitness industry, can take control rather than wait for the medical world to ask for help.
“When we look at the world of wellcare and healthcare, we’ve got to stop waiting for medicine to anoint us. To colour with a profit oil, put it on our forehead and say ‘you are worthy to receive the sick and rehabilitation pathways, you’re worthy to take my clients and improve their wellbeing from a state where it is not so well.
We have to go direct to the consumer, because for the last 20, 25, 30,35 years we’ve been waiting for medicine to fill out gyms, to fill our facilities and they’re not doing it.”
Oliver Patrick, Future Practice
Consumers are more knowledgeable about wellbeing and health than ever before. There’s a proliferation of good (and not so good) information out there that people are paying attention to. Opportunity exists to cut through the noise.
Jeff Zwiefel discussed this with Matthew Januszek & Mo Iqbal. Jeff stressed that operators who have the fundamentals of fitness nailed can start looking for ways to build in wellbeing services. Work out which protocols and services best fit your brand.
Your PTs will need to understand the science and research, helping members with clear facts. They’ll need to understand how different protocols interact with fitness programming for different individuals.
Recovery is a logical starting point for most clubs. On day 2, Richard Boyd shared helpful considerations for clubs looking to add recovery protocols.
That starts with working out whether you should do it in club or as a separate facility, looking at others in your area. Richard ran through the pitfalls of different protocols – some are more labour intensive than others which can impact profitability. And they are best integrated with your PT and group exercise programming.
Adding new services and being able to measure the impact you are having on health, gives you new ways to bring in revenue. And when you deliver measurable results, you can charge a premium.
Quick need-to-knows for operators:
- Take the lead in wellbeing – The fitness industry can’t wait for the medical world to integrate it into healthcare; gyms should proactively offer wellbeing solutions directly to consumers
- Choose the right services for your brand – If your gym has strong fitness fundamentals, explore wellbeing offerings like recovery and longevity services that align with your space, expertise, and member needs
- Educate and integrate thoughtfully – Make your PTs understand the science behind wellbeing protocols. Look to integrate new offerings seamlessly with PT and group exercise to maximise impact and profitability
#4: Use wearable data to your advantage
As well as coming in more educated in all-things fitness and health than ever before, many gymgoers are sporting wearables. Wearables that are getting ever-more advanced.
Digitalisation In The Fitness Industry was the subject of the 2025 headline interview with Kristen Holmes Global Head of Human Performance for WHOOP. Kristen was interviewed by wellness expert Oliver Patrick.
Operators have long grappled with the practicalities of tapping into the wealth of data that wearables hold. And how to best approach this data in a way that’s helpful to members at scale.
In a fascinating chat, Kristen emphasised the importance of heart rate variability (HRV) as the measurement that best indicates the health of an individual. PTs and coaches should be educated in the data these provide to help members.
“If you are a personal trainer, I think there is an opportunity to just help your client understand their data and if what you’re doing is working or if some other outside behaviours are sabotaging their time with you.”
Kristen Holmes, WHOOP
PTs and clubs can use data like recovery scores to help members adapt training sessions to their current state.
And at scale, if you are looking for something to measure impact. Impact on HRV can be a way of understanding how your offering is impacting the health of members.
Sleep matters
Top takeSleep was a hot topic. Many of the experts on stage emphasised that it could have the biggest impact on the wellbeing and health of members. And while you can’t control member sleep habits, you can emphasise the impact of bad habits. Kristen explained that going to bed and waking up at about the same time each night is hugely beneficial for performance.
Quick need-to-knows for operators:
- Use data from wearables – Gymgoers are more data-driven than ever. Educate PTs on key metrics like heart rate variability (HRV) to help members optimise training and recovery
- Turn data into actionable insights – Use wearable data (e.g., recovery scores) to personalise workouts and measure the impact of your services on members’ overall health
- Prioritise sleep education – While you can’t control members’ sleep, promoting good sleep habits—like consistent bedtimes—can enhance their performance and results with you
#5: Treat tech & AI as an enabler
Building on the topic of tech more broadly, during the Gym Leaders Panel, Ian Rushbury asked the leaders whether tech & AI is reshaping their businesses. The leaders shared helpful insights for other operators.
Sophie Lawler from Total Fitness explained that alone AI is not really a thing. The business has approached it by looking at different use cases. And treated it as an enabler and enhancer of what is already being done.
Likewise, Rebecca Passmore from PureGym shared that the low-cost chain is using AI in many ways including to improve access control. Contactless entry abuse has long been an issue. With the help of AI cameras and algorithms are watching for potential fraud.
Ex-Gymbox and industry consultant, Marc Diaper, highlighted just how many uses there are for AI. From sales and retention to reducing energy and maintenance costs, there are so many opportunities to use AI to drive improvements and increase efficiency.
In the AI In The Fitness Industry: 2025 & Beyond session, Ian Mullane Founder & CEO of Keepme predicted that by the end of the year everyone will have access to or benefit from an AI agent.
An AI agent can understand the environment and has the capability to perform tasks. Think of an AI agent as a digital team member who can independently and consistently deliver.
For gym operators, a key use case is tackling lost web traffic and reducing drop offs in the sales process.
Ian shared that most leads are lost as clubs respond too slowly. When a form is completed, intent is highest, and nowadays most people want an instant response.
AI agents can step in to answer questions via web chat and even call prospective members (let them know they’ll get a call from an AI agent). This reduces lost leads and let’s you deliver a consistent, personalised experience 24/7.
Quick need-to-knows for operators:
- Enhance, don’t replace – AI isn’t a standalone solution but a tool to improve existing operations, from sales and retention to security and efficiency
- Boost lead conversion – AI agents can engage web visitors instantly, answering queries and even making calls to reduce lost leads and improve the sales process
#6: Create welcoming spaces
Much like in the fashion world, as the fitness industry matures, we’re seeing trends come back around. One that was highlighted during the Gym Leaders Panel was demand for women-only clubs and spaces within clubs.
Sophie Lawler admitted to being sceptical of the concept at first but shared that Total Fitness had chosen to make its 16th location a women’s only gym.
“It was challenging for me.
It’s been a journey for a couple of years and the first challenge was actually recognising it was a thing. I’ve trained in gyms for 25 years, and I was the first one to cause the problem, and say it was not a thing. But the customers told us they needed it, so we walked towards that debate which is a bit difficult.
It is a bit difficult, particularly for a woman CEO, it feels like a commercial pet project. But it’s absolutely not.”
Sophie Lawler, Total Fitness
Similarly, Rebecca Passmore from PureGym shared that the chain is trialling women’s workout spaces. These are proving to be a hit with women – an important step to growing the number of females using clubs and in the industry.
This is something that is much more prevalent in Europe. Where there are spaces designed for women with well-considered programming and the right environment to keep people returning.
Quick need-to-knows for operators:
- Listen to member needs – The demand for women-only gyms and dedicated workout spaces is growing, proving that inclusivity and comfort drive engagement
- Design thoughtfully – Successful women’s spaces combine the right environment with well-planned programming to encourage long-term participation
#7: Have more conversations for more conversions
Over on the PerformX Stage, gym owner and Two-Brain Business mentor, Lisa Palmer shared how to Get More Members Without Paid Ads.
This session was particularly helpful for independent gyms. Many clubs are highly reliant on paid ads to attract new members. Lisa shared ways to reduce this reliance.
That starts by really being specific in who you are serving – who are your best members? Are others like them seeing themselves in your marketing (e.g. your social media and your website)?
And making sure you actively follow up with leads – Lisa highlighted that 50% of sales go to the business that responds fastest.
Leads can come in all shapes and sizes – even people who like your posts on Instagram could be leads. The more conversations you have with these leads, the more you will be able to convert into sales.
Tactics to pull in more members include:
- Engage with new Instagram & Facebook followers – send a direct message that asks a question. Repeat with people who like and comment on your posts
- Join local Facebook groups – respond, and get your network to respond on your behalf, to posts from people seeking fitness advice and support
- Help your friends and followers – provide free guides and advice
- Create a public Facebook group – rather than making it about your brand, make it about sharing fitness tips for your local community
- Go out into the wild – wear your brand and have conversations with others in your local community. Be a brand ambassador
- Host events – for example, a bring a friend day
Quick need-to-knows for operators:
- Engagement drives sales – The more conversations you have—whether through social media, local groups, or in-person—the more leads you’ll convert. Fast follow-ups are key, as 50% of sales go to the quickest responder
- Effectively use organic marketing – Reduce reliance on paid ads by actively engaging with potential members online, hosting community events, and positioning your gym as a local fitness hub
#8: Stay relevant
The mid-market has been described as the messy middle, often overlooked with attention going to clubs with low cost or premium offerings. However, as prices creep up, and operators look to strengthen their appeal as the go to place for members to spend time, it was a topic discussed at PerformX Live 2025.
One brand in this segment to watch is Everlast Gyms.
The growing chain has developed primarily through acquisition of DW Sports Fitness and Sports Direct Fitness clubs. Over the last few years the brand has burst onto the scene and continues to disrupt the market.
In an interview with Matthew Januszek & Mo Iqbal, Dan Summerson, CEO of Everlast Gyms, revealed how the business is evolving and some of the secrets behind its success.
The business is built on a full service, best price approach – delivering more facilities, with more staff, and more service than lower cost counterparts. Dan was keen to throw labels out the window mixing the boutique experience into big box clubs.
As sites acquired are ‘elevated’ to create the signature Everlast Gyms experience the brand is creating, the clubs are attracting new demographics. Specifically under-40s.
This business is on a mission to stay relevant in everything they do across the whole business – from look and feel to the product offering.
What’s the secret to staying relevant? Dan highlighted the importance of having a solid passionate team. And fostering an environment where everyone can bring ideas to the table, with all being comfortable to be wrong.
A challenge in growing through acquisition has been convincing existing staff (and even members) that change is positive. The business is overcoming this by slowly showing the benefits of embracing change to stay relevant.
“We’re all comfortable with change. We’re all comfortable with listening. We’re all comfortable with being wrong. But we will make those alterations, make it right, and move forward…
Another word that we use is own it. We’re all willing to own it and if it doesn’t work out, we’re willing to then put it right.”
Dan Summerson, Everlast Gyms
Quick need-to-knows for operators:
- Evolve without labels – Blending elements of boutique and big-box gyms can attract new demographics and differentiate your brand in a competitive market
- Embrace change & innovation – A strong, passionate team that’s open to new ideas—and willing to adapt when things don’t go as planned—is key to long-term success when disrupting the market
- Win over staff & members – When growing through acquisition or making changes, take a gradual approach to show the benefits and gain buy-in from both employees and members
The wrap up…
Wow! There you have it! The top 8 sizzling takeaways for gym operators from PerformX Live 2025:
- Evolve mindfully – Focus on trends that align with your core values, test new offerings before fully committing, and adapt within your available space and resources
- Master the fundamentals – Get the basics right by providing exceptional service and creating a premium experience, while adding value rather than cutting prices to retain members
- Seek opportunity in wellbeing & health (mindfully) – The fitness industry can lead in wellbeing by offering services like recovery and longevity, integrating them with fitness services, and educating staff to deliver them effectively
- Use wearable data to your advantage – Educate PTs to use data from wearables to optimise training, personalise workouts, and encourage healthy habits like good sleep
- Treat tech & AI as an enabler – AI should enhance existing operations, with tools like AI agents improving lead conversion and operational efficiency
- Create welcoming spaces – Listening to member needs, such as the demand for women-only spaces, and thoughtfully designing them encourages long-term engagement
- Have more conversations for more conversions – Engaging in more conversations—through social media, local groups, and direct interactions—can help convert leads and reduce reliance on paid ads
- Stay relevant – Blending boutique and big-box elements, fostering openness to change, and gaining staff and member buy-in ensures your brand remains relevant in a competitive market
We’ve just scratched the surface of all there was to uncover at this year’s event. Did we miss anything you’d include?
Bring on PerformX Live 2026!
We’ve left PerformX Live 2025 feeling inspired and motivated about our industry. We’re excited for the year ahead and we hope you are too. We can’t wait to do it all again in 2026!
Step into the future with gym management software from Xplor Gym. Our experts are waiting to show you what’s possible for your gym business.
by Dave Alstead Commercial Director, Xplor Gym
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First published: 28 February 2025
Written by: Dave Alstead