New Year, Same Me: More than third of Brits give up fitness memberships due to cost-of-living concerns

  •  Youngest generation hardest hit, with 55% of 18-24 year olds cancelling fitness memberships
  • 40% of Brits say their fitness memberships have risen in cost over the past year
  • Half are looking to employers to provide benefits including gym membership to help mitigate against rising costs
  • IWG partners with Hussle to provide free access to thousands of gyms as a workplace benefit

More than a third (36%) of Brits have given up fitness memberships due to cost-of-living concerns, as new research highlights the difficult decisions faced by consumers.

A study among more than 2,000 consumers by IWG, the world’s largest operator of office and hybrid workspace, found that Gen Z and Millennials have been hardest hit. Half (50%) of 25-34 year olds have cancelled fitness memberships as a result of rising costs, rising to 56% for 18-24 year olds.

Two fifths (40%) of Brits said that their fitness memberships had increased in price over the past year, with a third (36%) expecting further rises in 2023. More than a quarter (28%) say they will struggle to exercise without access to a gym or pool, rising to 44% of 18-24 year olds and 46% of 25-34 year olds.

The research shows that there is rising expectation for employers to provide greater support to employees helping them mitigate rising costs through workplace benefits. 50% of those surveyed said they’d like their employer to provide discounted or subsidised fitness membership as a perk, but just 15% currently receive such a benefit.

This rises to 70% of 18-24 year olds, and 64% of 25-34 year olds, demonstrating the importance of workplace benefits to attracting the best talent amidst the cost-of-living crisis.


And this isn’t limited to fitness. Research by IWG*** found that 70% of office workers say a good workplace benefits package has become more important to them in the last two years, and almost one in five (18%) have increased the benefits they use.

IWG, which includes brands such as Spaces and Regus, has partnered with flexible gym provider Hussle to provide customers access to world-class fitness facilities as a workplace benefit. Membership offers workers over £1,200 per year of savings, allowing free access to thousands of gyms around the UK via Hussle’s network.

IWG customers will also be able to book a free annual health assessment through Bupa. Designed to give people a better understanding of their health and wellbeing, new and renewing customers will also receive a personalised health report following their assessment and free access to Bupa’s healthcare and wellbeing app.

These partnerships build on the wellbeing benefits hybrid working naturally offers with workers able to take advantage of the time saved by working closer to home to find time to run, workout, or socialise with family and friends.


IWG Founder and CEO Mark Dixon commented: “These partnerships mean private health care and gym membership do not need to be the reserved of privileged few. I’m pleased our new partnerships with Hussle and Bupa will provide our customers in the UK a helping hand to stay fit and healthy in 2023 while so many face rising financial pressures”.

“Now customers across all our brands including Regus and Spaces will not only have access to these benefits, but their existing ones too including member events, networking opportunities and access to the world’s largest co-working network”.



* Exercise related memberships and subscriptions, such as gym, swim, dance etc.

** Nationally representative sample across age, region and gender of 2,020 consumers, conducted by Mortar Research in December 2022. Mortar Research are accredited by the Market Research association.

*** Nationally representative sample across age, region and gender of 1,000 office workers, conducted by Mortar Research in September 2022. Mortar Research are accredited by the Market Research association.


About IWG

IWG is the global leader in hybrid work solutions and workspace brands. We create personal, financial, and strategic value for businesses of every size. From some of the most exciting companies and well-known organizations on the planet, to individuals and the next generation of industry leaders. All of them harness the power of IWG’s hybrid working platform to increase their productivity, efficiency, agility, and market proximity.


IWG’s unrivalled network coverage includes approximately, 3,500 locations across more than 120 countries and 83% of Fortune 500 companies are amongst our growing customer base.


Through our brands including Regus, Spaces, HQ and Signature, we help millions of people and their businesses to work more productively. We do so by providing the world’s leading hybrid work platform with professional, inspiring and collaborative workspaces and digital services all available via the IWG app. For more information


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About Lisa Baker, Editor, Wellbeing News 4427 Articles
Editor Lisa Baker is passionate about the benefits of a holistic approach to healing. Lisa is a qualified Vibrational Therapist and has qualifications in Auricular Therapy, Massage, Kinesiology, Crystal Healing, Seichem and is a Reiki Master.