David Lloyd Grows Spa, Padel Business

The pursuit of wellness is driving memberships at David Lloyd Leisure (DLL).

What’s happening: The health club chain will open 12 new spa retreats, hitting 40 in the UK and Europe, by Q4 2024. Tapping community and recreation, it’s adding 15 padel courts across its estate, targeting 140 by the end of the year, and seven pickleball courts, while weighing opportunities for further expansion.

Well aware. Gaining steadily, DLL member visits rose by 10M YoY to hit 52M in 2023, and 2024’s figures thus far are up 13% on last year.

According to CEO Russell Barnes, across the brand’s 103 UK and 30 mainland Europe clubs, ~70% of new members join for mental well-being.

“We’ve seen a surge in demand for holistic exercise, including mind and body classes, as well as our spa retreats, and social activities.”

Of note, with half of its members in family groups and 46% wanting to spend more time with their children, DLL opened supervised gym sessions to ages 11+ and functional outdoor BATTLEBOX classes to 8+.

Whole in one. Consumers are redefining wellness on their terms, and brands are diversifying to keep pace.

• Brazil’s Gympass rebranded to Wellhub to cover mindfulness, therapy, nutrition and sleep as well as fitness.
• Big-box gym Virgin Active is transforming clubs to holistic hubs, investing £15M in a UK network revamp and £4M in Singapore.
• A step away from its high-intensity ethos, 1Rebel added Pilates, hosts mental health workshops with Self Space and is piloting a recovery concept.

Takeaway: Wellness is a journey, and consumers are choosing their own adventure. Meaning brands that embrace diverse, holistic approaches can capitalise on the shift.