I was in a recent meeting with a representative from one of the UK’s largest health club chains and discussion moved on to the average weekly attendance of their members. This is where the 0.8 figure comes from. This represents the average weekly attendance by all members over the course of a year. Surprisingly low isn’t it? Even though these clubs were some of the best in the UK with with an abundance of staff on call, most members were visiting their local cafes more than their health club. I wonder why the health club industry still cannot seem to engage with people. For most people, it’s still seen as a necessary chore rather than something that creates a sense of excitement and anticipation. This means, of course, that there is still plenty of room left for a different and more compelling club proposition.