The trend of gyms in the UK moving to 24/7 access is on the rise, especially as fitness businesses respond to increased demand for flexibility and convenience. According to the LeisureDB State of the UK Fitness Industry Report 2024, 33% of private gyms and fitness clubs are open 24/7. That’s an increase from 31% in 2023. And with the biggest operators, such as PureGym and The Gym Group, offering 24/7 access across hundreds of UK locations, gym owners and operators are considering making the switch.
And it’s easy to see why. With the flexibility of round-the-clock access, gyms can meet the demands of members juggling busy schedules, making fitness more accessible to more consumers. Clubs have reported that members who prefer off-peak hours often stick with the gym longer, demonstrating a positive impact on member retention. But moving to 24/7 operations isn’t just about keeping the doors open longer—it’s about ensuring that you have the right offerings to engage members and a structure that supports operational success.
Let’s dive into why 24/7 access is gaining popularity, the benefits it can bring, and how gyms can address potential challenges with smart strategies and solutions.
Benefits of 24/7 Gym Access
Attracts More Members with Flexible Schedules
Offering 24/7 access aligns with a trend of flexibility in all aspects of life, especially fitness. Members who work night shifts, juggle parenting, or simply prefer quiet workout times can now fit in exercise without restrictions. A recent UK survey from PureGym found that 41% of gym-goers would exercise more frequently if their gym were open 24/7, with 27% saying they would prefer to work out between 9 p.m. and 5 a.m. if given the option. Consumer fitness trend studies show that flexible schedules are increasingly in demand. This shift reflects a broader trend where people want the freedom to work out at times that fit around unique schedules, whether due to work shifts, family responsibilities, or personal preference.
Increases Membership Retention and Satisfaction
Flexibility encourages member loyalty. When members have fewer scheduling limitations, they’re more likely to stick to their routines and stay committed to their memberships. The added convenience can result in higher satisfaction and lower attrition rates, saving gyms on member acquisition costs and ensuring longer-term profitability.
Expands Revenue Potential Without Heavy Investment
Opening a gym 24/7 doesn’t have to mean hiring additional staff around the clock. Many facilities have successfully adopted automated fitness solutions that reduce the need for constant supervision while still ensuring member safety. Automated check-in systems, digital coaching screens, and live monitoring can all help manage operations at all hours without heavy staffing costs.
Key Considerations and How to Overcome Challenges
While 24/7 gym access provides clear benefits, there are valid concerns that gym owners must address, from ensuring security to maintaining high-quality experiences during off-peak hours.
Security and Member Safety
One of the primary concerns when moving to a 24-hour model is ensuring that members feel safe during unsupervised hours. Installing 24-hour surveillance cameras, emergency response systems, and secure entry systems with key fobs or mobile access controls can greatly enhance safety. Research from the International Health, Racquet & Sportsclub Association (IHRSA) shows that gyms using secure access solutions report a 30% reduction in security-related incidents during off-peak hours.
Maintaining a Consistent Experience
Consistency is key for member satisfaction. If staff aren’t available at all times, automated or virtual solutions like digital coaching screens can provide guided workouts to ensure a consistent and engaging experience. For example, BOX12’s virtual coaching technology offers members high-quality training any time of day, with guided, skill-based workouts that make members feel supported even without an instructor present. These types of solutions help gyms maintain their standards without relying on 24/7 staff.
Managing Operational Costs
Extending hours can be daunting when it comes to overhead costs, especially for utilities and cleaning. However, many gyms have adopted energy-efficient lighting, heating, and automated cleaning schedules to keep costs manageable. Additionally, some gyms adjust their pricing tiers for 24/7 access, offering an “off-peak” membership for those who plan to use the facility outside regular hours, which can help cover added costs.
The Right Fitness Offerings for a 24/7 Model
Beyond the logistical and operational needs, gyms that expand to 24-hour access must also consider their fitness offerings. With diverse schedules, members want workout options that don’t require staff assistance and can be done solo. High-impact, skill-based offerings like boxing and functional fitness are a great fit for 24/7 gyms, providing engaging, time-efficient workouts that are accessible anytime.
Final Thoughts: Is 24/7 Right for Your Gym?
Switching to a 24/7 model could open the door to new demographics, improved retention, and potentially increased revenue. However, success requires the right operational measures, security protocols, and digital solutions to ensure a seamless member experience. By investing in flexible, member-driven solutions like automated fitness stations and on-demand coaching technology, gyms can confidently transition to 24/7 hours, meeting the demands of today’s fitness consumers.
Ready to explore how BOX12 can support your 24/7 gym model? Contact us to see how our digital boxing and functional fitness circuits can engage your members around the clock.