Elevate 2025 Recap: Key Fitness Trends and Hussle’s Response

by | | Exercises, Fitness, Gyms Search

As Hussle's Director of Partner Sales, Garry is responsible for building partnerships with UK fitness operators that are seeking to grow their B2B revenue through Hussle's growing portfolio of corporate clients and Private Medical Insurance partners. Garry joined Hussle after a highly successful 10-year tenure as Sales Director at Keiser UK where he established high profile partnerships with leading operators such as David Lloyd Clubs, Everyone Active - SLM, Fitness First UK and Bannatyne Fitness. Garry has also held previous roles at David Lloyd Clubs and Virgin Active, and is a huge advocate for the widespread benefits that fitness can have on our overall health and wellbeing.

EGYM Hussle at Elevate 2025, London ExCeL

Couldn’t make it this year? We’ve rounded up the standout trends and biggest takeaways from the education sessions, talks, and informal chats we had with visitors at the EGYM Hussle stand. Understanding shifts in this exciting industry is key to positioning your facility and helping more people.

Elevate 2025: The UK’s Leading Fitness Industry Gathering

Elevate is the UK’s largest trade show dedicated to the business of physical activity, bringing together gym operators, equipment manufacturers, wellness experts, and industry leaders for two days of learning and networking.

This year’s event featured an impressive line-up across four dedicated stages: Debate (the main theatre), Generate (market trends and commercial success), Collaborate (public sector health initiatives), and Accelerate (performance and rehabilitation). Additional partner theatres offered specialist insights.

We had a stand right by the entrance and enjoyed two days of lively conversations, showcasing how our network approach aligns with many of the key industry trends. The discussions reinforced the value of flexibility and diversification for gym operator success.

GLP-1: The Fitness Opportunity

GLP-1 medications were a talking point in almost every conversation at Elevate and for good reason. They’re transforming weight loss for many consumers, but the rapid uptake has highlighted a vital role for gyms and trainers: preserving muscle.

Our thoughts for gym operators:

“As more people use these medications, they’ll need professional guidance to maintain muscle mass, bone density, and metabolic health during weight loss—and to develop healthy lifestyle habits that last once they’re off the meds. Gyms can support this new and growing market segment by developing specialist programmes for GLP-1 users, focusing on strength training, nutrition education, and sustainable habits. Through Hussle’s corporate partnerships, gym operators can access members who are already engaged with wellness benefit programmes and may be using these treatments.”

Fitness for Healthy Ageing: Expanding Your Demographic

Elevate reinforced the message that the fitness sector must serve older demographics, not just the young and already active. The focus on healthy ageing highlighted the need for fitness facilities to evolve beyond traditional models to effectively engage the 50+ market.

Our thoughts for gym operators:

“Healthy ageing isn’t just a trend, it’s a growing opportunity. This demographic often has higher disposable income and greater schedule flexibility, but requires different offers and messaging. Facilities that provide age-appropriate programming, accessible equipment, and social experiences will capture this market. For Hussle network partners, this trend is particularly relevant, as our corporate wellness programmes support people across entire workforces, including those approaching retirement.”

Swimming for Wellbeing: The Power of Aquatic Fitness

Swimming and aquatic fitness were strongly featured at Elevate, with discussions emphasising water-based exercise as a vital component of inclusive fitness provision. Swimming supports rehabilitation, low-impact movement, and mental wellbeing—making it a powerful differentiator for facilities with pools.

Our thoughts for gym operators:

“Operators with pools have a unique advantage. Swimming appeals to all age groups and fitness levels, making it a versatile asset for member engagement. Its recovery and rehabilitation potential aligns with the NHS’s preventative health agenda—a key focus in our corporate partnerships. Pool-based venues within the Hussle network consistently demonstrate high usage and strong satisfaction.”

Recovery Revolution: Beyond Traditional Training

Recovery was a dominant trend at Elevate, with cold water therapy, infrared saunas, and red light therapy gaining attention. The popularity of these modalities reflects a growing consumer awareness of recovery and holistic wellness.

Our thoughts for gym operators:

“Recovery facilities are no longer the preserve of luxury gyms. More consumers are looking to create their own wellness routines but they’d prefer to find everything under one roof. Offering cold therapy, saunas, or recovery suites can reposition your gym as a wellness hub. This ties directly into broader wellness and longevity trends. For Hussle partners, recovery offerings are especially appealing to corporate members interested in stress relief and cognitive performance.”

Making Movement Meaningful: Fitness with Purpose

One of the most powerful themes to emerge from Elevate was the shift towards making movement more meaningful. Rather than focusing on aesthetics or performance, the conversation is moving towards functional fitness—supporting everyday tasks, promoting independence in later life, and helping people manage stress and balance.

Our thoughts for gym operators:

“This trend has been happening for a while, but it’s great to see the continued evolution of fitness from aesthetics to functional wellness. Gym operators who can articulate how their programmes support members’ broader life goals will build stronger member relationships and increase retention.”

Beyond fitness: the growth of wellness memberships

Elevate highlighted an industry shift from fitness memberships to comprehensive wellness memberships that address mental health, nutrition, sleep, and stress management as well as the physical side of things.

Our thoughts for gym operators:

“The wellness membership model opens potential new revenue streams and could increase member engagement. Operators who expand beyond equipment provision to offer holistic wellness services position themselves for long-term success. This could look like partnerships with nutritionists, sleep experts, mental health professionals, or niche wellness practitioners for add-on services, workshops, or social events. We’re seeing this a lot with our corporate wellness users, with employers wanting comprehensive solutions for employee health and productivity.”

What Elevate’s trends mean for gym operators

As always, Elevate gave a comprehensive view of where the industry is heading, and there are lots of exciting implications for gym operators.

  • Demographic diversification that serves older populations
  • Holistic service provision for a rounded wellness offer
  • Specialised programming for specific health needs
  • Recovery integration to be a one-stop shop for wellness
  • Purpose-driven fitness that connects movement to life outcomes

A growth opportunity for progressive operators

As the fitness sector develops increasingly specialised offerings and consumers look to build personal wellness stacks, operators need to offer diversity and a streamlined service.

The corporate wellness market is a huge opportunity for gym owners, with employers increasingly recognising that employee wellbeing reduces healthcare costs and improves retention. Partnering with EGYM Hussle is a simple way for gym operators to access members through our corporate and private medical insurance partnerships.

Contact us today for an initial discussion and start getting high-quality, engaged B2B members.

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