Health & Fitness Benchmark Report 2025

Health & Fitness Benchmark Report 2025

2024 was a tougher year, with face-to-face and digital both falling back. Telephone held its ground but remains the weakest channel. The picture underneath is consistent. Teams are good at the human side of the sale, such as being friendly, welcoming and engaged. They are less consistent with the practical steps that turn interest into a membership, especially capturing details and following up.

The report breaks performance down by sector and region. For the first time, it also looks at customer age, and finds that service is broadly consistent whatever the customer’s age. It also hears from some of the year’s top performers about what lies behind their results.