Artificial intelligence (AI) is revolutionising industries across the globe, and the UK fitness industry is no exception. For managers in the UK leisure sector, understanding and leveraging AI’s potential can offer opportunities to enhance customer experiences, streamline operations, and boost profitability. 

 

The growth in AI is not to be underestimated:

  • The percentage of 13 to 18 year olds who said they had used generative AI increased from 2 in 5 (37%) in 2023 to 3 in 4 (77%) in 2024 (Source: Annual Literacy Report).
  • AI Annual Growth rate is 19%, meaning the AI market value could be more than $2,500 BILLION by 2032 (Source: AIPRM)
  • ChatGPT took just 5 days to reach 1 million users in 2022. Today, it has over 250 million users.

Despite these incredible statistics, according to the latest Digital Futures Report from ukactive, leisure organisations using AI in day-to-day operations is only up 3% from 2023.  Our sector has some way to go to catch up.

In this article, we’ll share some of the wider practical use cases of AI in our sector and also, more specifically, focus on marketing examples.

The Current State of AI in the Fitness Industry

AI adoption in the fitness industry has been driven by advancements in technology and shifting consumer expectations. From personalised fitness plans to automated customer support, AI applications are reshaping how fitness services are delivered. Here are a couple of real-world examples demonstrating the transformative power of AI:

Personalised Training Experiences

One of the most visible applications of AI in fitness is the rise of personalised training programs.

Companies like Fitness.ai and EGYM use AI algorithms to create tailored workout plans. Fitness.ai leverages user data to optimise strength training routines, while EGYM integrates connected gym equipment with personalised fitness recommendations, providing users with a seamless and data-driven workout experience.

Platforms like Freeletics and MyFitnessPal use AI algorithms to analyse user data—including fitness goals, workout history, and biometric data—to create tailored exercise and nutrition plans. Such tools provide users with virtual coaching, making fitness accessible and affordable while maintaining a level of personalisation traditionally offered only by human trainers.

Case Study: PureGym

PureGym, a leading chain in the UK, has integrated AI-driven personalisation into its app. Using AI, the app recommends workouts based on user preferences and past behaviours, ensuring members stay engaged and motivated. This approach has not only improved member retention rates but also enhanced customer satisfaction.

PureGym have also invested in AI-driven solutions to manage member engagement channels, creating a 100% digital contact centre.

Enhancing Member Engagement

AI-powered tools like HireBob.ai enhance customer support by handling queries efficiently. AI-powered chatbots and virtual assistants are revolutionising member interaction. These tools provide 24/7 support, answer common queries, and even guide potential customers through the membership process. For instance, AI chatbots can handle tasks like booking classes, sending reminders, and offering tailored promotional offers.

Case Study: David Lloyd Clubs

David Lloyd Clubs implemented an AI-driven chatbot to handle customer inquiries, significantly reducing response times and freeing up staff for more complex tasks. The chatbot also collects data on common questions, enabling the company to refine its services continuously.  Read about David Lloyd’s view on the Future of Wellness here.

Facility Management

AI is streamlining operations within fitness facilities. Predictive analytics, powered by AI, helps managers optimise resource allocation—from scheduling classes to maintaining equipment. Sensors and AI algorithms can monitor the usage of gym equipment, predicting maintenance needs before breakdowns occur, thereby reducing downtime and associated costs.

Case Study: Everyone Active

Everyone Active, which operates leisure centres across the UK, uses AI-driven analytics to manage energy consumption. By analysing usage patterns, the company has optimised heating, lighting, and ventilation systems, leading to significant cost savings and a reduced carbon footprint.

Safety Enhancements

Lynxight’s new AI-driven swimming pool technology system is designed to support lifeguards and elevate swimming pool safety. This system uses computer vision to monitor pools in real-time, alerting staff to potential drowning incidents and improving overall safety.

Administrative Tasks

Platforms like Asana use AI to streamline administrative tasks, such as project management and task scheduling. This allows managers to focus on strategic planning and member engagement.

Effect of AI on Fitness Marketing

Content Generation

AI is also transforming marketing strategies within the fitness industry.  Platforms like ChatGPT assist marketeers in generating high-quality content for blogs, newsletters, and social media. This can be helpful in engaging audiences while reducing the time spent on content creation.

Data-Driven Marketing

By analysing customer data, AI tools can segment audiences and deliver highly targeted campaigns. Predictive models identify members at risk of cancelling their memberships, enabling managers to intervene with personalised offers or incentives to retain them. These AI tools analyse user behaviour and target potential customers with precision, improving return on investment (ROI) on marketing spend.

Some companies effectively utilising these capabilities are:

Google

Smart bidding (AI powered bidding strategies that optimise bids in real time based on conversion likelihood)

Performance Max campaigns (AI automates campaign creation across all google channels, search display, video, gmail & discover, using advanced machine learning and audience signals)

Meta

Advantage+ campaigns (AI automates ad placement, and targeting through creative and ad copy)

Lookalike audiences through which AI analyses customer data to find new and similar audiences to existing

Case Study: Gymshark

Although primarily an apparel brand, Gymshark’s use of AI in marketing offers valuable insights for fitness operators. By leveraging AI-driven customer insights, the brand has achieved exceptional engagement rates through personalised content and targeted advertising.

Benefits of AI for the UK Leisure Industry

For managers in the UK’s leisure sector, integrating AI into operations can deliver significant benefits:

  • Enhanced Member Engagement: AI-driven personalisation fosters stronger connections with members by addressing their unique needs and preferences. This can lead to improved retention rates and higher member satisfaction.

  • Operational Efficiency: Automating repetitive tasks, such as membership renewals or equipment maintenance schedules, frees up staff to focus on value-added activities.

  • Data-Driven Insights: AI systems can analyse large volumes of data to identify trends, predict member behaviours, and inform strategic decisions.

  • Innovative Offerings: Incorporating AI-powered tools, such as virtual fitness classes or augmented reality (AR) workouts, allows gyms and leisure centres to stand out in a competitive market.

While AI offers numerous advantages, managers must navigate potential challenges:

  • Implementation Costs: Whilst many AI tools can be leveraged at minimum cost, deploying some advanced AI solutions can require significant upfront investment. Managers should conduct cost-benefit analyses to ensure long-term ROI.

  • Data Privacy: With increased reliance on member data, ensuring compliance with GDPR and other privacy regulations is critical.

  • Staff Training: Employees must be trained to use AI tools effectively. Investing in training programs is essential to maximise the benefits of AI. It is also important to recognise that human interaction will continue to play an integral role in building a community.

What Does the Future Hold?

AI is poised to play an even more prominent role in shaping the UK fitness landscape. Emerging technologies, such as AI-driven wearables, virtual reality (VR) fitness experiences, and advanced predictive analytics, promise to further enhance member experiences and operational performance. 

For marketeers the benefits are endless and ever-changing, as adoption struggles to keep up with the technology.  Our top tip is to stay inquisitive and engage in conversations about AI to help understand how it can be used within your business.  Our team will always welcome a chat about marketing, AI, technology or customer engagement, so keep in touch.

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