GLP-1 medication: friend or foe for operators?

Fitness has come a long way from the days of marketing itself through the prism of weight loss. Thankfully, campaigns challenging audiences to ‘drop a dress size’ and ‘get beach body ready’ are largely a thing of the past.

Focusing on the all things members gain through fitness (better physical and mental health, strength, empowerment and community to name a few) instead of the weight they might lose has helped shed negative perceptions of gyms and attract a wider section of society through the doors.

But the fact remains that weight loss is still a prominent health goal for many consumers – as evidenced by the meteoric rise of GLP-1 medications. And there’s good reason for their desire to maintain a healthy weight: it’s key to overall wellbeing, helping to prevent serious health problems like heart disease, type 2 diabetes, high blood pressure and even certain cancers.

Unfortunately, it's not always as simple as eating less and moving more, science suggests some people are fighting biology every step of the way.

“We have far less control over our weight than we might wish to think,” says Professor Sadaf Farooqi, lead researcher of a University of Cambridge study exploring how genetic variations increase the likelihood of being overweight. This insightful research highlights how maintaining a healthy weight is not simply a matter of better willpower or smarter lifestyle choices. “Healthy thin people are generally thin because they have a lower burden of genes that increase a person’s chances of being overweight,” says Professor Farooqi.

The increasing appetite for GLP-1

With this in mind, it’s no surprise that many people struggling to lose weight with diet and exercise alone are turning to GLP-1 medication for assistance. This game-changing medication mimics the natural GLP-1 hormone to improve health by promoting weight loss, managing diabetes and reducing cardiovascular risk.

Although relatively new, GLP-1 has already transformed the lives of millions. Over the last four years, the US alone has seen a 700% increase in overweight individuals using GLP-1 medication to improve their health. And the trend is only increasing: McKinsey’s 2025 Future of Wellness report revealed an 11 percentage point increase since 2023 in those using weight loss medications.

However, a University of Oxford analysis of 11 studies (presented at the 2025 European Congress on Obesity) highlights how most using weight loss drugs regain all the weight they have lost within a year of stopping the medication.

Many consider it a ‘miracle cure for obesity’, but it is technically not a ‘cure’. In the same way blood pressure medication eases hypertension but doesn't cure it, GLP-1 simply treats the issue by suppressing appetite. When you stop taking the medication, your appetite returns. It is estimated that up to 50% of patients abandon treatment during the first three months. Those who enjoy the best results from GLP-1 medications do so because they combine the medication with other life-changing actions and establish long-term healthy habits.

Coaching, support and a smart approach to habit-building are key

Medical professionals recommend GLP-1 patients pair the medicine with a healthy diet and increased physical activity. But it’s hard to force people to follow this guidance. "In most cases, the advice and guidelines are in the format of a basic brochure – and when it comes to embedding healthy habits, reading a brochure isn’t going to cut it,” says Bryce Hastings, Les Mills Head of Research.

Hastings has recently led a comprehensive study examining the science of habit formation, and the value of combining different habit-forming strategies to ensure success. This is supported by new insights spelling out how combining health and well-being coaching with a GLP-1 prescription is likely to improve medication adherence and promote healthy behavior change.

“Planning and preparation are key, and you can’t beat the human element,” says Hastings. “We know that people are more likely to adhere to regular exercise when they work out alongside others, and it makes sense that personal support helps motivate others to maintain further healthy lifestyle changes aligned with their best selves.”

The opportunity for clubs

The weight loss benefits of GLP-1s can help previously inactive individuals overcome obesity-related mobility issues or insecurities by re-engaging them with fitness. As weight loss medications fast-track motivations to stay healthy, clubs are perfectly positioned to attract a new generation of members.

Martin Seibold, CEO of LifeFit Group is one operator embracing the opportunity that GLP-1s present for clubs: “There are always new threats emerging for the industry, but as we’ve often seen, these can actually bring massive opportunity. Everyone is talking about weight loss drugs being a potential threat to the industry, but when you drill down into the details, you see this could be the catalyst for substantial gym growth. People lose nearly as much muscle as they do fat when they take the latest weight loss drugs, so that makes strength training more important than ever.”

“With every change in society, people see it as an opportunity or a threat and LifeFit Group wouldn’t be where we are if we didn’t always take the glass half full view. We see the emergence of weight loss drugs as a big opportunity to drive more people into gym-based activity, both for restorative and preventative reasons. We know exercise offers so many more benefits beyond weight loss, so the stage is set for clubs to be bold and seize this opportunity.

Maybe one day there will be a pill that gives you all the physiological benefits of exercise, but even that won’t match the whole package that we offer. People come to us for community, to make and meet friends at a place where they can belong. And making sure you’re creating a great environment for them and elevating the experience is key.”

How clubs can attract and support the GLP-1 member

Martin’s hopes for the GLP-1 opportunity are backed by powerful financial projections. Investment banking firm Harrison Co anticipates the total addressable market for fitness clubs will increase by $6.8bn in the US alone, as a result of more people taking GLP-1s. And working out is the missing piece of the puzzle: it helps counteract muscle loss associated with the treatment and builds a solid foundation for ongoing healthy habits. But, like any member onboarding experience, supporting their journey can’t be left to chance and clubs should be ready with workout recommendations that fill the gaps weight loss treatments can’t.

So what’s the ideal formula for ensuring these new members start their fitness journey the right way? Ever-popular strength workouts are the obvious go-to for sparking muscle growth. For members new or returning to exercise, strength training can feel like a formidable prospect, one which they perhaps feel unprepared for. Starting your members steady and slow allows them to build confidence and acquire mastery with what could be new movement patterns for them.

Workouts like LES MILLS STRENGTH DEVELOPMENT™ are designed to service all levels of confidence and abilities, by prioritizing form in a structured, progressive format, supported by the motivating presence of an Instructor. In addition, confidence can be bolstered by adding new member induction classes to your timetable, allowing participants the time required to familiarize themselves with where equipment is stored, how it’s used, and feel comfortable in a new environment. By bolting on new member mixers at the end of these sessions, you’re giving participants another reason to stay – finding a gym buddy is great way to remain accountable and build irresistible habits.