Memberships of gyms are rising in many countries, especially in the U.K. Last year’s State of the UK Fitness Industry Report found that for the first time ever, gym member numbers exceeded nine million and that one in every seven people in the U.K. is a member of a gym.
As memberships have risen, an increasing number of companies have jumped into this space to provide active adults with gamified experiences, such as Zombies, Run!, which has a community of over four million runners. WeFitter is another example of such a company aiming to break into this space, by offering rewards to people who exercise.