The Barriers to Exercise and How GLL Set Out to Remove Them
For the first time in five years, Greenwich Leisure Limited redesigned their app home screen at a national level – and myFitApp was honored to support their endeavour and the two main priorities GLL set out to accomplish:
- To reduce the number of tiles presented to the customer on what was formally an overcrowded and cluttered screen
- To reorganise by introducing primary tiles that would be standardised across all leisure venues (regardless of product offer or size of facility)
And the why behind these goals was even more compelling: to help customers engage with a more active and healthier lifestyle. GLL commissioned research at the start of the year to find out how customers planned to engage with fitness apps in 2026.
The results were startling: while 2 out of every 3 people surveyed looked to use fitness apps to help achieve their health and wellbeing goals, there were significant barriers holding those people back.
According to GLL’s research, the three most common barriers to exercise were:
- Cost – the price of traditional gym memberships were seen as expensive
- Convenience – travelling to and from leisure facilities proves to be a challenge when customers battle with busy schedules (work, family, transportation challenges)
- Confidence – Customers often talk about a lack of confidence with exercising in public, leisure facilities can sometimes be perceived as intimidating spaces, we often refer to this as ‘Gymtimidation.’
Quote: “Our belief was that a digital platform that provided affordable access to health and fitness resources 24/7 would drastically help to provide the support, guidance and motivation to customers who need it most – either as a convenient way to start a new fitness routine, or as a way to help increase exercise frequency and adherence when life often looks to get in the way.” Tom Popsys, National Products Project Manager, GLL
Curious about how GLL’s redesign played out? Read the whole highlight below.
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