With the seemingly endless 2024 UK election now over, we will be taking one last look into what the rise of a new Labour government means for independent gym owners. In addition, we will be looking at what has been announced so far in the flurry of activity that has followed the swift inauguration of Keir Starmer and the new Labour government.
After three elections in four years, the five years between 2019 and 2024 have felt like a long time coming for a lot of reasons.
And the electorate made their opinion known.
With the Conservative party at record low of 121 MPs, the Lib Dems at a record breaking 72 and Labour polling at a strong (but not record breaking) 412 MPs, it is safe to say that the political landscape altered over the course of a night.
What followed in the couple of weeks since then has been a slew of announcements, Keir Starmer making it clear he hadn’t spent his time in opposition in vain.
But what does this mean for the gym owners? And what does this political landslide hold for the fitness industry at large?
As ever, we are here to give a breakdown of the obtuse talk of politicians into the simple facts. So stay tuned for an explanation of what the current gauntlet of speeches, statements and documents means for the fitness industry and independent gym owners across the UK.
1. Renewed Mandate With Some Much Needed Energy
Regardless of where you fall on the political divide, we think it is fair to say that this current Conservative government felt tired.
A frequent call from independent gym owners over the last five years has been that the government feels either unwilling or unable to help.
Perhaps most importantly, it wasn’t a lack of help that felt political or ideological. The Covid-19 pandemic showed various industries receiving a lot of assistance while the fitness industry and independent gym owners were given very little other than hardship.
This set the tone, and it was hard not to sense the apathy and inertia towards the fitness industry as the cost of living crisis set in during 2022.
In turn, this inaction created a sense of fatalism in the fitness industry. Many industry spokespeople, including politicians who have championed the fitness industry such as Kim Leadbeater, seemed to change their tone in the post-Covid years, accepting that help was very much needed but seemed so far from the agenda of the Conservative party that it was naive to assume it would ever come.
That created an odd sense where even pro-business voters were looking forward to the election to inject some form of energy into government.
And with the Labour government, that sense of apathy and fatalism already seems to be lifting.
Even the fact this article was requested speaks volumes to the change of expectations.
The mandate and energy of the new Labour ‘super-majority’ (though no such term exists within the actual structure of British politics (yet another American import)), is undeniable.
It brings a freedom and a scope of action that wasn’t available to the Conservative government. It has shown a willingness to work more closely with the Mayors, Metro-Mayors and Councils than the previous government.
It is a culture shift that is welcome!
2. Labour Means Business
There is a slogan from another era of politics that used to go ‘Labour Means Business’. Catchy right? It didn’t convince everyone, but it is a slogan that would be right at home in both the campaign that Keir Starmer ran and the tone of his government thus far.
Whether it is James Timpson’s appointment as a lord and government minister, the endorsement of key business leaders (more in the next section!) or the centre-piece place that economic development and business support played in the manifesto, the Labour party is evidently much changed from the era of Jeremy Corbyn.
You would have been hard pressed to find a paragraph like this in the 2017 or 2019 manifestos.
“Labour’s plan for economic growth has been developed for all UK businesses. But small firms, entrepreneurs, and the self- employed face unique challenges. That is why, in partnership, Labour has developed a plan for small businesses – the lifeblood of communities and high streets across the country.”
That last sentence is worth noting. The lifeblood of communities and high streets. Sound familiar? It is clear that Starmer has been listening to his MPs, such as the champion for fitness Kim Leadbeater, about what is required to improve the life of everyday Britain.
This isn’t buried away in some obscure briefing and the measures that Labour plan to introduce seem to focus on small and independent businesses. The exact sort of measures that will help independent gyms and fitness clubs up and down the country if they are implemented correctly.
Measures such as:
- Taking action on late payments to ensure small businesses and the self-employed are paid on time.
- Improving guidance and removing barriers to exporting for small businesses.
- Reforming the British Business Bank, including a stronger mandate to support growth in the regions and nations, will make it easier for small and medium sized enterprises to access capital.
- Reforming procurement rules to give them greater access to government contracts.
And these are just the bedrock measures, the 2024 King’s Speech given by King Charles outlining the initial policy agenda for the first year of this Labour government also detailed the desire of the government to form partnerships with both business and working people and help the country move on from the recent cost of living challenges by prioritising wealth creation for all communities.
We aren’t saying these measures are a silver bullet solution, but there is certainly potential. And irrespective, they form a very different tone and intention to the deafening silence of the last five years/
3. Business Leader Enthusiasm
We said we’d get back to business leaders!
Labour made it no secret during the run up to the election that one of their key aims was to demonstrate that they had successfully courted serious business interests across a variety of sectors. The desire was simple and effective, show that their fiscal credentials were once again sound in the post-Corbyn era by demonstrating that successful business owners and managers were impressed, onboard and willing to vouch for them. In short, show the country that ‘Labour means business.’
Once again, irrespective of political allegiance, they have objectively been very successful.
With a slew of business leaders either withdrawing their Conservative party endorsement in favour of Labour or declaring allegiance for the first time.
The list released on May the 27th detailed over 120 names ranging from CEOs of famous car brands to Banks to supermarkets and tech giants.
And that list only grew as the election continued into June.
We could make an endless list, but we thought it was better to focus on one figure.
A well known figure, vocal in politics and vocal in support of Keir Starmer.
We thought a quote of his might best illustrate the positivity felt throughout various sectors for this incoming government. A positivity that will hopefully only benefit independent gym owners and the fitness industry at large.
Richard Walker OBE (Executive Chairman of Iceland), was a notable defection from the Conservative party for several reasons. The political weight that his business expertise carried was only half the story.
The other reason that Richard Walker’s endorsement made ripples amongst politicians and business owners alike was because up until even October of 2023, he had been an ardent Tory supporter. Even attempting to run as a candidate for them.
Which made this quote all the more striking in the run up to the election.
“Labour’s plan for the economy is good news for my customers and colleagues in high streets across the country. Labour will bring stability, good jobs and higher living standards. As a business leader, I am sick and tired of chaos under the Conservatives. I am absolutely convinced that Keir Starmer is the leader to deliver the change this country needs. Labour will end division, strengthen our communities and protect the environment. That’s why I’ll be voting Labour and I urge you to do the same.”
- Richard Walker OBE (Executive Chairman of Iceland),
And while the votes have been cast, the reason for optimism from his perspective remains.
His praise for Labour’s economic credentials is something that all business leaders, gym owners included, should pay heed to.
4. Fitness Industry Enthusiasm
But it is worth leaving the best until last. Because enthusiasm hasn’t just come from business owners across the board.
When we look closer to home, the immediate reaction of advocacy groups and spokespeople within the fitness industry has been anything but muted.
Within less than a fortnight in office, the Labour party had no lack of endorsements from across Fitness industry authorities, advocacy groups and alliances such as:
- Active Partnerships
- Chartered Institute for the Management of Sport and Physical Activity (CIMSPA)
- Sport for Development Coalition
- Sport and Recreation Alliance
- ukactive
- Youth Sport Trust
However these endorsements also came with caveats, warnings and advice. They are quick to highlight the situation within the Fitness Industry after 14 years of Conservative rule, the Covid-19 pandemic and the energy crisis.
Many point out the great potential within the fitness industry to help save billions in preventative societal health measures. They say that this potential has largely gone unrecognised by past governments, despite the lofty words and promises of the past.
A lot of the statements contained evident truths for those operating in the fitness industry. We will put what we considered to be the best of the bunch below. A quote from Huw Edwards of ukactive.
“Our nation’s health challenges have never been starker, but we are fueled by hope because if we can unlock our sector’s potential and give more people the chance to be physically active, we can transform our nation’s future.
“Gyms, pools, and leisure centres form the fabric of our communities, providing a safe and supportive environment for people of all ages and backgrounds to be active together.
“Today they also represent frontline support for the NHS, as the home to rehabilitation and treatment for a growing range of health conditions, supporting people to get healthy and back into work.
“The new Government must work at pace to scale and integrate these services with the NHS, support the long-term sustainability of public leisure, and use the tax and regulatory levers at its disposal to expand our reach.
“There can be no growth without health and ukactive is committed to working with the new Government to ensure our sector can play its fullest role.”
Conclusion
It is a quote that gives words to frustrations a lot of independent gym owners have felt over the last five, ten or even fifteen years. Frustrations that their service, one that provides immense public benefit, has not been suitably recognised.
We don’t know what the Labour government will bring, and we aren’t here to pick sides. But there is reason for optimism. And we will be watching the Labour policy announcements like hawks over the coming weeks, months and years to keep everyone at the Gym Owners Forum informed of if/when Labour deliver on their initial raft of policies, as well as any new measures that are announced as this parliamentary term continues.
And finally, remember to make your voices heard as well. Independent gym owners represent an important nexus of business and fitness expertise and potential. Write to your councillor and MP, regardless of political persuasion. Start this new era as we mean to go on, by finding out what can be done to help put fitness at the heart of your communities.
Thanks for reading.
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