{"id":20387,"date":"2025-02-13T08:45:51","date_gmt":"2025-02-13T08:45:51","guid":{"rendered":"https:\/\/ukactive.com\/news\/reaching-the-85-and-why-its-a-mission-worth-pursuing\/"},"modified":"2025-02-13T08:45:51","modified_gmt":"2025-02-13T08:45:51","slug":"reaching-the-85-and-why-its-a-mission-worth-pursuing","status":"publish","type":"post","link":"https:\/\/ukactive.com\/cy\/news\/reaching-the-85-and-why-its-a-mission-worth-pursuing\/","title":{"rendered":"Reaching the 85% and why it\u2019s a mission worth pursuing"},"content":{"rendered":"

In this blog from ukactive Strategic Partner Quoox, the organisation\u2019s CEO, Chris Windram, explains how engaging with people that aren\u2019t 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.<\/strong><\/p>\n

[Slowly stands up and raises his hand] \u201cMy name is Chris, and I\u2019m one of the other 85%\u201d.<\/p>\n

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.<\/p>\n

Working in the wellness sector, I regularly find myself in rooms dominated by bearded men at their physical peak, wearing tight tees and \u201cBuilt for Athlete\u201d backpacks. I\u2019m not going to lie; despite knowing they are kind, decent individuals, I still find it intimidating.<\/p>\n

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 \u201cchallenge\u201d, \u201cshred\u201d, \u201cpump\u201d, or \u201cHYROX blast\u201d results in my insides being instantaneously tied into a knot.<\/p>\n

Most gyms focus on the 15% predisposed to the fitness lifestyle, and yet fewer than 50% of gyms remain operational beyond 5 years.<\/p>\n

While connecting with people who see exercise as intimidating, boring, or even unattainable might feel overwhelming, the truth is that the 85 aren\u2019t unreachable. Moreover, they\u2019re key to transforming not just our businesses but our communities.<\/p>\n

The untapped potential<\/strong><\/p>\n

Think about it: 85% of the population represents a massive, untapped opportunity. These are people who could benefit from fitness the most\u2014parents juggling busy schedules, seniors who want to stay active, or individuals who feel like they\u2019re too far behind to even start.<\/p>\n

Reaching this group isn\u2019t just about filling gym memberships (though that\u2019s certainly a bonus). It\u2019s about creating a ripple effect of healthier, happier lives. And as gym owners and fitness professionals, we\u2019re uniquely positioned to make that happen.<\/p>\n

Breaking down barriers<\/strong><\/p>\n

Gyms need to learn to meet people where they are. \u00a0For many of us in the 85, the traditional gym model doesn\u2019t appeal. Walking into a gym filled with equipment I don\u2019t know how to use, surrounded by people who seem to \u201cknow what they\u2019re doing,\u201d feels like stepping into a foreign world.<\/p>\n

That\u2019s why we must reimagine fitness as something inclusive, welcoming, and non-intimidating. For example:<\/p>\n