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 19 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 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...
Join 'Our Future Health' initiative's diverse community portrayed in colourful, patterned squares, and become a part of the world's largest health research project. Volunteer now to help shape the future of disease prevention and treatment.
How Can the UK Sports and Fitness Sector Support the Nation’s Largest Health Research Initiative? March 9, 2024 Read more...
LUCIANO CAPRA an Argentinian world paddle tour player about to play an attacking volley at the net.
Collaborate on Growing Padel Tennis in the UK December 7, 2023 Read more...

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’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

Ray is a breath of fresh air to the leisure world. He brings an intelligence to the consultancy world that I haven’t seen very often. His seminars are brilliantly crafted, innovative and precise in delivering the message.Its no surprise to me that he is so busy across Europe.

Duncan Green, Managing Director, Momentum Business Development, UK

Ray’s passion and unbridled optimism are contagious. Combine that with his ability to think analytically and apply complex research in the health and fitness field, and you’ve got a powerful and thought-provoking consultant.

Kevin Foley, Web Content Manager, IHRSA, United States

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

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)

Thank you for the opportunity to contribute (Fitness Sector Social Good Report). Without a doubt, it will be an impactful and well-received report.

Ioannis Ioannou, Assistant Professor of Strategy and Entrepreneurship, London Business School

This is a great report Ray, well done.

Phillip Mills, CEO, Les Mills International, New Zealand

Concise, relevant but remarkably comprehensive. Great stuff.

John Oxley, Managing Director, Active Nation

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

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

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

I just wanted to say again how delightful it was to meet you and a huge thank you for delivering such a fantastic presentation. It really sparked conversation in the room which was exactly what we were looking for.

Caroline Rae, ActiveLab Director (accelerator programme for the best and brightest physical activity start-ups), ukactive

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

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 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

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

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

Gavin Bell, Investment Manager, Maven Capital Partners

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

Steven Ward, CEO, ukactive

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

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

John Treharne, CEO, The Gym Group

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

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

Looking through your new report now (Fitness Sector Social Good Report). Really well done and quite extensive. Love it!

Thomas Kolster, author of Goodvertising, Denmark

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

Chuck Runyon, CEO, Anytime Fitness