Ray Algar, MD of Oxygen Consulting on stage during a business presentation
Oxygen Consulting story

Oxygen Consulting story


Expert Strategic Advisory Services for the Global Sport, Health and Physical Activity Economy

For 20 years, Oxygen Consulting has provided expert strategic advice and business insight for organisations connected to the global sports, health and physical activity economy. Our strategic advisory services include short-term consultancy assignments and longer-term non-executive positions that support CEOs and senior management with crafting and executing compelling strategies.

Founder’s expertise in the health and fitness Industry

Our founder, Ray Algar, has over 30 years of experience advising senior leadership teams in the health and fitness industry. He provides an external and forward-looking perspective to a company’s long-term planning, challenging assumptions and ensuring sustainable long-term value for stakeholders. Ray’s track record of driving growth and delivering social impact has inspired the creation of new businesses and is underpinned by his deep understanding of the fitness industry, as evidenced by his 14 country conference presentations, and his strategic advice for leading brands such as adidas and Unilever.

Oxygen Consulting company story

To better understand why Ray Algar is fascinated by the global health and fitness industry and its capacity to create social impact, please download and read the Oxygen Consulting company story.

Non-Executive Director (NED) Roles

If you are seeking a non-executive director (NED) with a track record of driving growth and delivering social impact, or a strategic adviser with a wealth of experience in the physical activity and wellbeing economy, please get in touch.

Reports and books with a global readership

Our reports and books on the UK and international sports and fitness industry attract a global readership, and we use our expertise to advise organisations on how to navigate and generate opportunities through this fast-evolving marketplace.

Collaboration with Espalier Ventures

We collaborate with Espalier Ventures, a Brighton-based family investment office with a growing portfolio of businesses including INTO University Partnerships, the world’s leading international education partnering organisation. Oxygen Consulting identifies investable opportunities in health and wellbeing businesses that are making a positive impact on UK society.

Working with you

Our expert team is dedicated to helping organisations scale, flourish and create social impact. Contact us for a complimentary and confidential discussion to discuss a long-term non-executive strategic advisory role, consulting, or speaking engagement.

Ray Algar (MBA, MA)
Strategic adviser and analyst

Oxygen Consulting story

Oxygen Consulting story


Knowledge Store...

Purchase Oxygen Consulting's influential reports from the Knowledge Store.
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Advisory Roles

Along with short-term consultancy assignments, I am also available for longer-term non-executive advisory positions supporting CEOs and senior management with crafting and executing a compelling strategy.


Read about my consulting, speaking and workshop engagements.

Oxygen Quarterly

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Smiling young girl standing against beautiful terracotta brown mud wall

Gymtopia logo
Gymtopia is a digital storytelling platform created by Ray Algar. It captures the global health and fitness industry’s philanthropic initiatives.


Latest news & insights

Infographic showing racquet sports participation in England, spotlighting padel. Emerging sports include Pickleball with 27,000 players and Padel with 51,000 players. Established sports include Squash (0.9 million), Table Tennis (2.5 million), Badminton (2.9 million), and Tennis (2.9 million). The average annual participation change since 2016 shows a decrease of 4.2% for Squash, 0.8% for Table Tennis, 0.8% for Badminton, and 0.6% for Tennis. Source: Sport England / Ipsos.
Padel Participation in England: New insights from Sport England Active Lives Study June 10, 2024 Read more...
Four people playing padel tennis on an outdoor court, depicted in a vibrant pointillism style. The scene features two men and two women in colorful sportswear, engaged in an intense match with dynamic movements, set against a lively and detailed background of dots | Oxygen Consulting.
Unlock Key Insights into UK Padel: Participate in the UK Padel Player Survey May 31, 2024 Read more...
Infographic titled 'Racquet Sports Participation in England with a Spotlight on Padel' showing participation numbers for emerging and established sports. Emerging sports include Pickleball with 20,000 participants and Padel with 23,000 participants. Established sports show an average annual change since 2016: Squash has decreased by 7% to 250,000 participants, Table Tennis by 3% to 350,000, Badminton by 3% to 763,000, and Tennis has had a minor decrease of 0.5% to 861,000 participants. Icons represent each sport. Source: Sport England/Ipsos. At the bottom, a credit is given to Ray Algar, Oxygen Consulting, with the tagline 'strategic insight that moves people
Unveiling Sport England’s First Padel Participation Figures April 26, 2024 Read more...
Image of two women enjoying outdoor padel.
Announcement: The Upcoming UK Padel Tennis Report by Oxygen Consulting April 8, 2024 Read more...

All the delegates I was talking to thought that you were among the top speakers. I think you really caught their interest and opened their eyes with your presentations. That was further confirmed in the big interest in your book.

Stefan Tingwell, Club Sweden (Healthy Business Conference, Gothenburg)

Ray is one of the great strategists and researchers in the fitness and health club industry today. I follow all of his work and you should too. His research is fresh and unmatched and this new mid-market report is a wonderful piece of work.

Bryan O’Rourke, President, Fitness Industry Technology Council

Great work Ray, an excellent, comprehensive report on the mid-market sector of the fitness industry.

Chuck Runyon, CEO, Anytime Fitness

Ray had sufficient foresight to recognise the impact of social media on reputation before many others and an open mind that allows him to see how leisure sector organisations can extract insight and actions from consumer-generated media.

Jonathan Moody, Social Media Strategist, Socialware, Spain

Your UK fitness report provides a useful update on the market.

John Treharne, CEO, The Gym Group

Oxygen Consulting has established itself as an authority on the UK low-cost gym sector and its reports are essential reading for anybody interested in the space.  Ray Algar’s personal relationship with the leading players gives him an insight that few others possess.

John Harper, Investment Director, LDC (part of the Lloyds Banking Group), UK

Thank you for making your low-cost gym reports available to me. It has had a marked effect on my thinking and my future.  I have taken the plunge and ended my corporate career to open a low-cost gym chain in South Africa. 

Waldemar Smit, Managing Director myGym (Pty) Ltd, South Africa

Ray that’s an insightful piece of work. Thanks again for your work on the deal.

Gavin Bell, Investment Manager, Maven Capital Partners

Ray is one of the best researchers that I know. His insight into new trends is invaluable and ensures that he is at the forefront of new developments. Ray has a strong marketing background and knowledge of the web is definitely one of his strengths.

Rob Gregory, Managing Director, Lifetime Health Ltd

I have followed Ray’s industry research for many years. In fact, I was inspired to create Liikku after I read his UK low-cost gym sector report. It opened my eyes to the possibility that Finland could be ready for a simpler and more affordable year-round fitness experience. It is a tremendous asset for Liikku to be able to tap into Ray’s experience and insights.

Johanna Riihijärvi, CEO, Liikku

Concise, relevant but remarkably comprehensive. Great stuff.

John Oxley, Managing Director, Active Nation

I first met Ray when we were co-presenting at the IHRSA track at the Rimini Wellness Conference in Italy May 2007. Ray has an enormous insight in the fitness industry and can take both an analytical and practical approach to all issues, which gives him high credibility as a service consultant and as a commentator of the industry.

Rasmus Ingerslev, Founder Wexer and Chairman Barry’s Bootcamp Nordic

Ray is hard working, bright and a no nonsense power source of professionally compiled insights into the European leisure industry

Sean Maguire, Managing Director, Legend Club Management Software

Ray’s two presentations at the IHRSA Convention in the United States were well-received. His message was clear, topical and future-oriented.

Hans Muench, Director of Europe, IHRSA ( International Health Racquet and Sportsclub Association), Germany

Ray’s ability to access the most complex issues and offer options for a resolution has been so important.

Peter Crowley, Managing Director, Wave Leisure Trust

I am about halfway through (Fitness Sector Social Good Report) and it occurs to me that this treatise is more about strategy in the 21st century than corporate activism. Good stuff.

Frank Napolitano, President 24 Hour Fitness

Ray really has his finger on the pulse of the fitness industry and I often call upon him for expert comment and analysis in Workout magazine.

Mary Ferguson, Editor, Workout Magazine, UK

Your report (Health Club Industry Mid-market Report) has had a huge impact on how Precor thinks about the market and from operators as well.  I think it’s a landmark piece.

Brian Kane Senior Manager, Commercial Management & Consumer Insights, Precor

Congratulations Ray, a great piece of work  – mandatory reading for anyone with an interest in the fitness industry.

Steven Ward, CEO, ukactive

Ray has provided meaningful and comprehenisve strategic advice on a number of projects in the fitness industry. He has a very detailed knowledge of the sector, carries out extensive research and recently gave a valuable presentation to the Leisure Property Forum, which was extremely well received.

Chris Gotla, Partner, Fitspace Health Clubs

I wanted to let you know that the work you have done recently on your “Health Club Industry Active Ageing Report” really resonates with me. It’s a wonderful report. Rarely do I feel such a strong affinity to a published report.

Kristen Green, Board Member – Fitness Australia

This is outstanding and a very comprehensive report (UK boutique fitness sector report). Well done to you and your team.

Kevin Yates, Investor and Director, 1Rebel

I just finalized my first round on the report. I would say a great, down to earth, description of today’s health and fitness industry.

Peter Byman, Founding Partner, Fitness Group Nordic

Do you have any objections to me sharing the mid-market report with others (mostly media outlets) to give them a better understanding of the state of the industry? Congratulations on a fantastically insightful report.

Mark Daly, National Media Director, Anytime Fitness

Ray uses his considerable intellect and diligent research to promote strategy that is evidence based. His knowledge and experience make him one of the most trusted and respected figures within the sector. If he writes a piece in a journal, web-site or blog, I will read it in full, knowing the care that went into producing it.

Grant Wright, Regional Director, Holmes Place, UK