Rethinking How Local Authority Leisure Centres Encourage Physical Activity

2 min read

Oct 2, 2025 12:00:00 PM

If you ask people what they need to do to get fitter and healthier most will know the answer – move more, eat less, eat better. But knowing what to do and acting are two very different things.

Encouraging people who are inactive requires more than offering discounts or expanding access. It means understanding and addressing the behavioural, psychological, and cultural barriers that prevent participation in the first place. These barriers may include fear of judgement, lack of confidence, mental health challenges, or a perception that exercise “isn’t for them”.

Local authority leisure centres are vital community assets but to truly support public health policies and reach the people who need them the most they need to rethink the way they get people involved.

Overcoming The Barriers To Exercise

The traditional model, focusing on gym memberships and classes, tends to target those who are already active and engaged. Yet the biggest gains in public health lie in engaging the inactive.

To overcome the hurdles different people face, successful programmes adopt tailored, inclusive approaches that meet people where they are.

Activities to promote health and wellbeing don’t have to follow a traditional fitness format and don’t have to be delivered in the leisure centre itself either. Informal, non-competitive activities such as community walks, dance sessions, or social games can feel more accessible and enjoyable. Messaging also matters - promoting physical activity to reduce stress, boost mood or connect with others can be far more persuasive than simply highlighting fitness goals.

Leveraging Data

Data can also drive smarter engagement. Insight from tools such as Sport England’s Moving Communities platform can help identify which populations are least active and where support is most needed. It uses real-time data to track delivery across programmes, facilities and places to understand who is participating and where.

This allows service providers to develop targeted interventions with measurable outcomes, rather than applying a one-size-fits-all approach.

Sustained Engagement For Better Health

Most importantly, meaningful and long-lasting change that leads to demonstrable improvements to public health requires more than a one-off initiative. Any strategies must support long-term behavioural change, helping individuals build healthy habits, feel a sense of ownership, and develop intrinsic motivation.

By creating opportunities for social connection and community-building within leisure settings local authorities can make all the difference when it comes to retention.

This is where partnerships and planning are essential. Public sector bodies, leisure operators, and health partners all have a role to play in reshaping how local authority leisure centres operate. Strategies should reflect the lived realities of their communities, recognising barriers like transport, cultural expectations and affordability. Equally, delivery models must focus on inclusivity and wellbeing, not just fitness or performance.

By rethinking the way services are delivered local authority leisure centres can shift away from simply delivering activities to becoming community health hubs. The challenge isn’t just getting people through the doors, it’s about creating the right conditions to support individual on their different health and fitness journeys, no matter what their starting point.

Partner with FMG Consulting to develop inclusive health and wellbeing strategies that address physical inactivity in your community. Our expertise helps you design targeted interventions that overcome motivational barriers and foster long-term engagement. Get in touch with our team today and let's work together to create healthier, more active communities!