The growth of low-cost
Over the last decade the industry has been pushing in opposite directions: at one end are low-cost operators, who have taken over the sector and squeezed the mid-market, and at the other are high-end operators delivering a differentiated and premium experience.
The low-cost segment has grown both by enticing members from mid-market chains, and by recruiting new members who have never had a gym membership before. The squeeze on the mid-market has caused a polarisation in both the UK and Europe; with those operators having been pushed out completely or having to reposition themselves.
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