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Most Brits have already cancelled their 2025 gym membership, find PPL PRS research
Brits have given up on their New Year’s resolutions and are already looking to cancel their gym memberships less than a quarter into the year – according to our recent survey.
Recent search data* from the brand indicates that 2025 fitness resolutions could drop off by spring, as analysis of Google search demand* for ‘cancel gym membership’ in 2024 was found to have already peaked by this point in the year.
Our survey** found that, while one in five (21%) Brits have NEVER held a gym membership, more than three quarters (78%) of those have previously cancelled their memberships.
The survey data also uncovered that nearly HALF (49%) have cancelled a membership because it was too expensive – while just 4% admit that their cancellation was due to a failed New Year’s resolution.
Just under a fifth (17%) admit they never used their gym, while another fifth (19%) say the gym was too busy. The impact of the cost-of-living crisis can further be seen as nearly one in six (14%) have turned to exercising outside or at home instead of their local gym.
Factors that could keep a gym-going Brit motivated have been identified as listening to music (58%), keeping fitness goals front of mind (41%), and the feeling of losing weight (38%). Exercising in a group, the atmosphere of a gym and beating personal bests were also notable mentions for keeping fitness and wellbeing goals on track.
Marianne Rizkallah, music therapist for PPL PRS, explained why music has been highlighted as being key to keeping us focused on training. She said:
“A silent gym doesn’t sound like a fun place to be, so it’s no wonder that music and atmosphere are two huge factors in creating a fitness space people want to spend time in.
“Music can lift our mood, keep us focused and help us to achieve things that might seem impossible – including that sub-30 minute 5K. For gym goers as well as fitness instructors and gym owners, it’s clear that music is integral and a mood-boosting and uplifting playlist can help to keep people in the gym and stay committed to their goals rather than avoiding or quitting instead.”
She added: “When a gym is deciding on their music selection, our survey results*** indicate that over 70% of gym goers would be, or potentially would be, more inclined to listen to the music played in a gym if it was recognisable and commercial music.
For gyms and fitness studios in particular, music wants to be upbeat, motivating and positive and anything else can see workouts cut short and people left disappointed as they struggle to feel the ‘gym vibes’ they need to reach their best time or personal bests.”
Music in the gym can actually improve the body’s ability to exercise and train for longer, pushing past fatigue and boosting willpower.
Luke Hughes, a personal trainer at Active Careers, explained: “Music plays a fascinating role in keeping yourself motivated when exercising. Music, especially songs that are rhythmic or familiar to you, can provide a positive distraction that diverts the mind from the feeling of fatigue and discomfort, especially when performing exercises that you perceive to be mundane or laborious in nature.
“Receptors in your brain are getting negatively stimulated from the physiological effects of the exercise, but music helps prevent the body from giving up by acting as a positive stimuli competitor for the brain’s attention.
“Music has also been shown to comparatively reduce cortisol levels, a hormone associated with stress induced when you exercise.****
“Additionally, it can actually aid performance by helping you obtain a focused mindset on the task in hand and can reduce your perceived effort levels, meaning you can exercise for longer durations and push harder without even realising it.
“Furthermore, music that provides a consistent beat and high tempo can help regulate movement and boost your overall workout efficiency by offering a rhythm and cue that you can synchronise your workout to.”
References:
*Search term ‘cancel gym membership’, peaked at a popularity of 100 on 20th February 2024, data retrieved on 14th February 2025
**A survey of 500 gym-going Brits commissioned by PPL PRS in February 2025
***PPL PRS survey via Attest of 250 UK gym goers in November 2022.
**** https://pmc.ncbi.nlm.nih.gov/articles/PMC8167645/#B65-jfmk-06-00033
Author
Alexandra Carr
Alexandra Carr is a Member of The Chartered Institute of Public Relations and has worked in communications roles for over 20 years. Prior to her current position she worked for The Chartered Institute of Logistics & Transport (UK) and Transport for London. Alexandra joined PPL PRS as PR & Communications Manager in December 2017, bringing together her love of writing and music.
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