Fitness and leisure operators have a stronger policy platform for developing health partnerships following the government’s response to MPs’ inquiry into physical activity and healthy ageing.
Published on 22 October, the response recognises the sector’s contribution to prevention, but leaves substantial responsibility with local commissioners. It follows the Health and Social Care Committee’s May report, Healthy Ageing: physical activity in an ageing society.
The committee found that physical activity remained an “optional extra” across health and social care, despite evidence of its benefits. MPs called for better use of leisure facilities and qualified activity professionals, stronger social prescribing and consistent commissioning of exercise programmes.
Frailty was a central concern. The inquiry heard that resistance training could help prevent and reverse frailty, while provision varied considerably. Evidence submitted to MPs suggested only 5 per cent of integrated care boards and 15 per cent of local authorities had commissioned a Falls Management Exercise programme. Short funding cycles also undermined staffing and continuity.
MPs warned that programmes must run at the intensity and duration supported by evidence. They also challenged assumptions that older adults should be steered towards gentle activity, highlighting the importance of strength and balance.
In response, the government said integrated care boards should work with local partners, including physical activity providers. A frailty and dementia modern service framework is due by the end of 2026. It also highlighted the MSK Physical Activity Hubs programme, expected to reach more than 34,000 people through 144 hubs between August 2026 and March 2028.
For operators, the practical opportunity is to approach local health commissioners with a defined service proposition: who it will reach, how referrals will work, what qualifications staff hold and how progress will be measured.
Potential services include strength and balance programmes, support for people with musculoskeletal conditions and progression from rehabilitation into sustained activity. Building relationships with physiotherapists, primary care teams and social prescribing link workers could help operators identify gaps in local provision.
Operators should also consider how they welcome people who lack confidence or have never used a gym. Accessible inductions, affordable entry routes, social support and a clear progression pathway could make an initial referral more likely to become a lasting habit.
There are limits to the government’s commitments. Its response does not explicitly promise the requested national commissioning framework for leisure-based interventions. It also rules out a new national activity training programme for social care workers and is not currently considering additional activity standards for social care settings.
The commercial opportunity therefore depends on local relationships and delivery capability. Operators should establish whether a proposed partnership involves funded provision, subsidised access or signposting, and agree responsibilities before committing resources.
The industry’s strongest response would be to turn recognition into practical proposals, with credible costs and measurable outcomes. Evidence of improved function, continued participation and successful engagement with underserved groups would help operators make the case for longer-term commissioning.
