HealthSeekers scheme to help operators engage new audiences

A new national initiative aims to help leisure operators and health clubs engage the “missing majority” – people who want to feel healthier but are put off by conventional gym environments.

The HealthSeekers programme, designed by specialist consultancy, GGFit, offers an alternative to traditional membership-led models, focusing instead on coaching-led health services and more inclusive messaging. Rather than leading with fitness goals or memberships, the programme starts with education and choice, supporting behaviour change and positioning health as achievable.

It is built around a coaching approach, supported by measurements such as metabolic age. The goal is to build motivation, demonstrate progress and change health behaviours, rather than simply prescribing exercise programmes.