The fitness industry has changed dramatically over the last few decades, shaped by trends, technology, and shifting consumer habits. Through it all, we've been working behind the scenes to support gyms and health clubs across the UK and Ireland, recently reaching a milestone of working with over 1,200 facilities to help boost memberships and improve revenue.
For more than 35 years, we've partnered with a wide range of organisations, from independent gyms and leisure centres to hotel chains and franchises.
This includes well-known names such as Champneys, Choices Health Clubs, YMCA, énergie Fitness, Mercure Hotels, Leonardo Royal Hotels, and Crowne Plaza, alongside many local and community-focused clubs.
In the early days, telemarketing was a key channel for member acquisition. Over time, the focus has shifted toward digital marketing, social media, and more personalised online engagement.
Meanwhile, the rise of boutique fitness and online training platforms has added new dimensions to the way people interact with health and wellness.
Despite all these changes, some principles have remained just as important as ever. CFM continues to emphasise a personal approach to fitness sales, getting to know each prospective member, tailoring club tours, and making sure they feel supported and understood. This is especially important for individuals who might feel uncertain or nervous about joining a gym.
CFM places value on staff who are not only trained in sales but are also genuinely passionate about fitness. That combination of empathy, knowledge, and motivation has helped clubs build stronger relationships with their members right from the first point of contact.
As the fitness world becomes increasingly competitive and fast-paced, especially in the digital space, many clubs are seeking ways to cut through the noise and connect meaningfully with their communities.
Our experience across decades of industry evolution allows them to support clubs in doing just that, using both traditional principles and modern marketing tools.
While trends will continue to shift, the goal remains simple: help people get started on their fitness journey, and help gyms welcome them in.
If you’d like to learn more about CFM, grab an info pack here
