Consumer Engagement

Understanding consumers to shape the future of the sector

Consumer Engagement is a core part of ukactive’s Sector Intelligence work, providing high‑quality insights into how people across the UK experience, perceive and interact with gyms, fitness and leisure facilities. Through quarterly national polling and detailed analysis from the ukactive Research Institute, we generate the evidence the sector needs to drive meaningful action and progress towards Vision 2030.

What is Consumer Engagement?

The Consumer Engagement programme uses quarterly polling of a nationally representative UK sample to explore behaviours, experiences, motivations and perceptions of both users and non‑users of fitness and leisure facilities. Data is collected through a trusted third‑party agency and analysed by the ukactive Research Institute to uncover trends, opportunities and areas for improvement across the sector.

These insights help ukactive and our members to understand how consumers engage with facilities today and what is needed to support sustained sector growth in line with Vision 2030.

The first annual Consumer Engagement report compiled data from five waves of polling over 16 months, involving over 10,000 participants – including current, former, and potential fitness consumers. Conducted by Savanta and analysed by the ukactive Research Institute, the report provides robust, evidence-led insights into the motivations and barriers shaping engagemnet with gyms, fitness and leisure centres today.

How does this benefit ukactive members?

As a ukactive member, you can use Consumer Engagement insights and recommendations to shape strategy, strengthen products and services, optimise facilities, and improve engagement, retention and acquisition. Each quarter, members receive headline trends and analysis on how consumers perceive and engage with the sector, helping guide decision‑making and innovation.

Read the first Consumer Engagement report

The first report provides clear evidence of consumer motivations and barriers, uncovering opportunities for operators and offering insight that can support government awareness of the services, expertise and health programmes offered by the sector — all vital in tackling the UK’s growing health challenges.

Have a Consumer Engagement enquiry?

If you have a question about our Consumer Engagement work or want to understand how the insights can support your organisation, complete the form below and our team will be in touch.