Fitness and leisure
Websites & marketing for gyms and fitness studios
There are 5,850 fitness facilities registered in the UK, and the number has risen 45.0% since 2021. Here is how they win customers online, and what a gym’s website needs to do.
People choosing a gym or studio are looking for somewhere they will actually go back to. They check how close it is, what it costs, what the classes and facilities are like, and whether it feels welcoming to someone like them.
The strongest gym websites make it easy to try the place: clear prices, a class timetable, honest photos of the space and a simple way to book a visit or trial.
The UK market for fitness facilities
The number grew 45.0% between 2021 and 2026, well ahead of the +0.8% for UK businesses overall, so more firms are competing for the same customers.
93% of them have fewer than 10 employees, 3% are sole proprietors and 94% are limited companies. Most are small operations, so a clear, quick website is a genuine way to stand out from competitors who have not looked after theirs. The ten areas with the most firms hold about 28% of the UK total.
Where fitness facilities are concentrated
| Area | Firms | Per 10,000 residents |
|---|---|---|
| London | 1,100 | 1.2 |
| Leeds | 80 | 1.0 |
| Buckinghamshire | 70 | 1.2 |
| Birmingham | 60 | 0.5 |
| Glasgow | 60 | 0.9 |
| Cheshire East | 55 | 1.3 |
| North Yorkshire | 55 | 0.9 |
| Bristol | 50 | 1.0 |
| Edinburgh | 50 | 0.9 |
| Belfast | 50 | 1.4 |
Most firms per 10,000 residents
| Area | Per 10,000 residents | Firms |
|---|---|---|
| Winchester | 2.2 | 30 |
| Elmbridge | 2.1 | 30 |
| St Albans | 1.7 | 25 |
| Guildford | 1.6 | 25 |
| Brighton and Hove | 1.6 | 45 |
| Warwick | 1.6 | 25 |
Source: ONS UK Business Counts 2026 (enterprises), SIC 93130: Fitness facilities, and mid-2025 population estimates, via Nomis. Open Government Licence v3.0. Counts are rounded by ONS and cover VAT- and/or PAYE-registered businesses only. London is the 33 boroughs combined; areas under 60,000 residents, and areas with very few firms, are left out of the density table.
What a gym’s website needs to do
- Clear membership options and prices
- A class timetable that is easy to read on a phone and kept up to date
- Real photos and short videos of the facilities and classes
- Trainer and coach profiles, with qualifications you really hold
- A simple way to book a trial, tour or class
- Location, parking, opening hours and reviews
Mistakes we see
- Hiding prices behind a request form
- An out-of-date timetable
- Stock photos instead of your own space and members
- Making visitors phone to find out how to try the gym
How we would approach it
- Bespoke web design. Prices, timetable and booking on a fast mobile site.
- Meta and Google ads. Local Facebook and Instagram ads can promote trials and classes to people nearby.
- Email automation. Welcome and re-engagement emails help members settle in and stay (with their consent).
Guides that help
- Meta Ads for UK Businesses: A Beginner's Guide for UK Brands
- How to Get More Google Reviews (Without Breaking the Rules)
- Email Automation for UK Businesses: 5 Emails to Automate First
Find your area
See the business picture where you work: London, Manchester, Birmingham, Leeds, Glasgow, Liverpool, Bristol, Sheffield, or browse all areas.
Questions from fitness facilities
What should a gym website include?
Prices, a class timetable, real photos, trainer profiles, a simple way to book a trial or visit, and your location and opening hours.
How do gyms get more members online?
By making it easy to see what you offer and to try it, being easy to find locally and keeping in touch with people who have shown interest.
Are before-and-after results a good idea?
They can be powerful, but only use real results you have permission to share, and avoid promising outcomes for everyone.
How many fitness facilities are there in the UK?
ONS counts 5,850 fitness facilities registered for VAT and/or PAYE in the UK for 2026. That figure excludes firms below the VAT threshold that are not registered for PAYE, so the real number is higher.
Where are most fitness facilities based?
By number of firms, the biggest concentrations are in London, Leeds and Buckinghamshire. Per 10,000 residents, Winchester, Elmbridge and St Albans come out highest.
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