In this blog from ukactive Strategic Partner Quoox, the organisation’s CEO, Chris Windram, explains how engaging with people that aren’t currently predisposed to a fitness lifestyle is an essential opportunity for the physical activity sector in transforming their business and supporting the health of the communities they serve.
[Slowly stands up and raises his hand] “My name is Chris, and I’m one of the other 85%”.I have spent most of the last 30 years as a desk jockey. I work long hours, have extensive demands on my time, and have a chronic condition that complicates my ability to exercise.
Working in the wellness sector, I regularly find myself in rooms dominated by bearded men at their physical peak, wearing tight tees and “Built for Athlete” backpacks. I’m not going to lie; despite knowing they are kind, decent individuals, I still find it intimidating.
Being a techie nerd, my world is led by facts and statistics. I understand the undeniable importance of maintaining a healthy lifestyle. Nevertheless, it remains that the mere mention of a “challenge”, “shred”, “pump”, or “HYROX blast” results in my insides being instantaneously tied into a knot.
Most gyms focus on the 15% predisposed to the fitness lifestyle, and yet fewer than 50% of gyms remain operational beyond 5 years.
While connecting with people who see exercise as intimidating, boring, or even unattainable might feel overwhelming, the truth is that the 85 aren’t unreachable. Moreover, they’re key to transforming not just our businesses but our communities.
The untapped potential
Think about it: 85% of the population represents a massive, untapped opportunity. These are people who could benefit from fitness the most—parents juggling busy schedules, seniors who want to stay active, or individuals who feel like they’re too far behind to even start.
Reaching this group isn’t just about filling gym memberships (though that’s certainly a bonus). It’s about creating a ripple effect of healthier, happier lives. And as gym owners and fitness professionals, we’re uniquely positioned to make that happen.
Breaking down barriers
Gyms need to learn to meet people where they are. For many of us in the 85, the traditional gym model doesn’t appeal. Walking into a gym filled with equipment I don’t know how to use, surrounded by people who seem to “know what they’re doing,” feels like stepping into a foreign world.
That’s why we must reimagine fitness as something inclusive, welcoming, and non-intimidating. For example:
- Focus on movement, not exercise. Words matter. “Exercise” can feel like a chore; “movement” sounds more natural. Rather than “challenges” and “shreds”, talk of “health kickstarts”. Not only is this less intimidating, but it naturally suggests an ongoing path – not a fixed-term course.
- Create welcoming spaces. Think about how your gym looks and feels to someone walking in for the first time. Does your implementation match your messaging? Confronting the 85 with bright neon signs saying “sweat is fat crying” will not likely lead to successful engagement.
Wellness for Everyone
Connecting with people like me is about redefining what success looks like. Like many in the 85, I don’t care about benching my own body weight, running marathons, or competing in the next HYROX games. I want to move without pain, sleep better, and keep up with the kids.
Programmes tailored to these goals can open doors. Family-oriented classes, seniors’ fitness programmes, or even outdoor sessions for those who feel confined by gym walls are great examples. When we make fitness about life, not just performance, we resonate with more people.
A mission worth pursuing
Changing our focus isn’t just good business – it’s good for the world. Imagine if we could shrink the number of people who feel excluded from fitness. We all talk of community; 15% is not a community but a clique. Imagine gyms as true places of community, where everyone, regardless of ability or experience, feels they belong.
This shift isn’t without its challenges. It requires creativity, patience, and sometimes a complete rethinking of how we operate. But the reward? It’s extraordinary. I’ve seen people from the 85 transform their lives in ways they never thought possible. They didn’t just change their bodies – they found confidence, energy, and joy.
As fitness professionals, isn’t that what we’re here for? Isn’t that why many started in this industry in the first place?
Let’s do this together
Reaching the 85 is about more than exercise – it’s about creating a culture where fitness feels like it belongs to everyone. It’s a mission I’m passionate about, and I know many of the wonderful people in this industry are, too.
So, let’s rethink, innovate, and open our doors wider. Together, we can make a difference – not just for the 15%, but for everyone. And, chances are that our businesses will emerge stronger as a result.
To learn more about Quoox click here.
Quoox is a member of the ukactive Strategic Partner Group – find out more here.
Disclaimer: Any views or opinions expressed are solely those of the author and do not necessarily represent those of ukactive.
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