Londoners’ attitude to fitness

50% of London fitness fanatics see membership as an investment, not a cost

New research from Virgin Active has revealed that half of Londoners see their gym membership as an investment in their health rather than a cost, whilst 43% see membership as essential to their overall well-being.

This comes as little surprise to us after our Active Advertising research into gym member mindset, memberships alone have grown 25% in the last 10 years, reflecting the huge mindset and behaviour change in people’s attitudes toward keeping fit and their attitudes whilst doing so. Even for us at Boomerang with our regular circuit classes, our gym routines have become a staple of our every day lives.

But it doesn’t just stop once you cross the M25, students and teenagers across the UK are now ditching the booze-filled weekends in favour of pumping iron in their local gym, spending 4 x more on fitness compared to students a decade ago. Proving this once ‘trend’ has now become a part of the young professional culture and will be brought through even more prominently from the younger generations in the years to come.