The UK fitness scene is officially back. After the pandemic knocked the wind out of gyms and fitness centres, things haven’t just recovered - they’ve bounced back hard. Memberships are up, spending is up, and more people than ever are committing to training regularly.
Which is brilliant.
But there’s one big problem I keep seeing - and it’s something we built The Feats to fix.
Despite spending hundreds (sometimes thousands) on gym gear, trainers, and memberships, most people are still completely neglecting body care and recovery - especially when it comes to their feet. And that’s costing them.
Fitness Is Thriving Again (Here’s the Proof)
We dug into the latest market data, and the story is pretty wild.
Between 2014 and 2020, the UK gym and fitness sector grew by 42%, reaching a market size of £2.58 billion. Then 2021 happened. One year. One pandemic. And boom - revenues dropped by 43%, down to £1.47 billion. Years of progress wiped out overnight.
But since then? The comeback has been unreal. Between 2021 and 2024, the sector grew by 88%. By the end of 2025, revenues are expected to hit £2.81 billion, with further growth forecast into 2026.
Translation: people are back in the gym. And they’re serious about it.
We’ll Spend Big on Looking Good… Just Not on Looking After Ourselves
To understand how people are actually spending their money, we surveyed people who train three to five times a week.
Here’s what we found:
- 85% spent between £250 and £500 on gym clothing in the past year
- 64% spent £100–£200 on their most recent pair of trainers
- Price barely matters - only 4% said cost was the main deciding factor
- Comfort and performance were the top priorities, followed by style and brand
So far, so good. That all makes sense. But then things take a weird turn. Despite all this focus on comfort, performance, and “optimising” workouts…
- 68% admitted they spent nothing on recovery or body care in the past 12 months
- Only 10% invest regularly in foot care beyond shoes
- 56% have never spent anything on looking after their feet
And unsurprisingly? One in five has suffered a foot-related injury from exercise.
The Big Blind Spot: Feet
This is the bit that honestly still blows my mind.
We’ll obsess over trainers. We’ll debate foam density, drop, cushioning, and brand loyalty like it’s a religion. But once the shoes come off… that’s it. Job done. Feet forgotten.
The thing is, footwear can only do so much.
Your feet take the impact of every run, jump, lift, and lunge. And unlike a sore shoulder or tight hamstring, your feet don’t really get to rest. Even on “rest days”, they’re still carrying you around all day.
If your foot health starts slipping - dry cracked skin, hotspots, blisters, fungal issues, soreness - performance suffers. Motivation dips. Injuries creep in. And suddenly training stops feeling fun.
Why Foot Care Isn’t “Extra” - It’s Essential
Good foot care isn’t about pampering. It's about maintenance.
It’s the same reason you warm up, stretch, fuel properly, and recover. Looking after your feet helps you:
- Stay consistent with training
- Avoid setbacks and annoying injuries
- Recover faster between sessions
- Feel more comfortable and confident when you move
That’s exactly why we created The Feats - natural, skin-friendly products that support active bodies without overcomplicating things or filling them with rubbish.
A Simple Shift That Makes a Big Difference
I’m not saying you need a 10-step foot care routine or a bathroom cabinet full of products.
But even small changes - paying attention to hotspots, using simple foot care after training, keeping skin healthy and resilient - can make a massive difference over time.
If you’re investing in your fitness, investing in your feet just makes sense. They’re literally carrying all your hard work.
And if we want this fitness boom to last - for our bodies, not just the industry - it’s probably time we stopped ignoring them. Then we can really go get it!
Logan
