Health services accelerate membership growth
Growing memberships across different tiers have traditionally been built around better access, elevated experiences, and added convenience. Increasingly, the strongest driver of growth is integrated health support.
HealthKey data shows that fitness and leisure operators who include health services in premium memberships see an average 37% increase in membership volume within the first six months of launch. That level of uplift points to a meaningful shift in how members evaluate value at the top tier.
The evolution of premium The definition of “premium” is expanding. Alongside upgraded facilities and class offerings, members are now responding to access to services that support their broader health: 24/7 GP access Online and in-person physiotherapy AI-driven coaching Nutrition support Mental health services
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These services address needs that sit adjacent to fitness but have a direct impact on engagement and consistency.
Mark Braithwaite, CEO, Kore, says: “HealthKey has helped us add real value to our premium membership offering at Kore Wellness, giving members easy access to a broader range of health and wellbeing services. The team has been excellent to work with, making the integration straightforward and the transition smooth for both our staff and members.” So, why are operators seeing stronger uptake?
Health support removes friction
Injury, uncertainty and lack of guidance are among the most common reasons members disengage. Access to physiotherapy, coaching, and clinical support reduces those barriers and helps members stay active.
The value equation becomes clearer
Members are more willing to upgrade when the benefits extend beyond the gym floor. Ongoing access to health services increases perceived value and supports higher price points without relying on heavy discounting.
Broader audience appeal
Health-integrated memberships are attracting segments that have historically been harder to convert into premium tiers: Older members Time-constrained professionals Individuals managing or recovering from injury
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This contributes to both upsell and new demand.
Stronger engagement over time When members use services such as coaching or physiotherapy, their interaction with the brand becomes more consistent. This supports both retention within premium tiers and overall lifetime value.
Mark Orme, Leisure Manager Fitness, Ffit Conwy, says: “Integrating health services into the premium membership offer is a core part of our strategy to move from a traditional gym model to a holistic health and wellbeing proposition. By embedding preventative, supportive and clinically aligned services alongside high-quality fitness provision, we create greater value for members, improve retention and position our premium membership as a complete health solution rather than just facility access.
“What I’ve seen in practice is that when health services are genuinely integrated into the premium offer, members stay longer, engage more consistently, and place a much higher value on their membership. It stops being about price or access, and becomes about trust, outcomes and long-term wellbeing.”
What drives success?
The operators seeing the strongest results are focused on both what services are included, and how these services are delivered.
Members need to be able to discover, access and use health services without friction ideally within the same environment they already use to manage their membership.
Members need to be able to discover, access, and use health services without friction
This is where integration becomes a key differentiator. HealthKey is designed to plug directly into existing operator tech stacks, including platforms such as MyFitApp, Xplor, Gladstone and others, allowing members to access health services seamlessly alongside bookings, payments and club interactions.
The result is a more cohesive experience: Fully white-labelled experience No disconnected platforms Clear visibility of available services Higher activation and repeat usage When services feel embedded as part of the existing experience, utilisation increases, which drives the financial impact.
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What this means for operators
The data indicates a shift in how premium memberships are being evaluated and purchased. Health services are influencing both conversion and retention, while also expanding the audience for higher-tier products.
For operators, the opportunity sits in how effectively these services are positioned, integrated and activated.
Bottom line
Operators integrating health services into premium memberships are seeing average growth of more than 37% in that tier within six months.
The commercial upside is clear. The operators who execute well on experience and integration are seeing the strongest results.
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For more information about HealthKey email [info@healthkey.health](mailto:info@healthkey.health)