The Gym Group has announced it will pilot a partnership with Wellhub (formerly Gympass), making 190 of its 245 locations accessible on the Wellhub corporate wellness platform.

Following the move, the clubs will become available to a potential 26,000 employers within the Wellhub network as a workplace wellness benefit.

Tina Koehler, chief commercial officer at The Gym Group, said: “There’s growing demand for high-quality exercise facilities within employee benefit schemes and this pilot with Wellhub is an exciting way for us to test this channel as a source of new members.

“Our Next Chapter growth plan aims to take high quality, affordable fitness to as many people as possible.” said Koehler. This partnership reflects the trend for fitness operators reaching new members and driving scalable growth through workplace wellness.”

Between 2023 and 2024, Wellhub says total payouts to its partners globally – which includes a number of health club operators – grew by more than 40 per cent as a result of rising demand from both employers and employees.

Insight from Wellhub shows 65 per cent of new signees did not have a health club membership prior to joining the platform, meaning partners such as The Gym Group have the potential to onboard members who are new to the fitness industry.

Looking at the wider market, Wellhub also says it drives three- to five-times higher enrollment than traditional corporate wellness programmes.

“We’ve built a model that removes friction for both sides,” says Daniel Mazini, EVP global partnerships and new Ventures at Wellhub. “Employers want flexible wellness benefits, and operators want new members and sustainable growth.

“Wellhub delivers incremental growth with no additional marketing spend, zero-cost acquisition of new members and consistent usage and retention, driven by employer-supported wellness plans,” he said.

Other operators using Wellhub include 1Rebel and VivaGym.

Wellhub is a partner of the HCM Summit, which takes place in London on 23 October.