by Sara Fernandez
From premium gyms to outdoor running, Londoners are finding different ways to stay active during the cost-of-living crisis.
At the end of a working day in London, fitness can look very different depending on who you ask. Some people head to premium gyms with spa facilities and high-end equipment, others make do with budget chains such as PureGym, while many skip memberships altogether and head outside instead.
In a city where the cost of living continues to rise, staying active has become less about following one specific lifestyle and more about finding what realistically fits around work, money and routine.
London’s fitness culture has also changed significantly over the last few years. While gyms were once seen as the centre of fitness culture, many people are now finding alternative ways to stay active due to rising living costs, busy schedules and changing trends on social media.
Budget gym chains such as PureGym and The Gym Group have become increasingly popular across the capital, particularly among students and younger people looking for cheaper and more flexible memberships. At the same time, running clubs and outdoor training groups have seen a major rise in popularity, especially after the pandemic.
Social media has also played a role in changing how people approach fitness. Platforms such as Instagram, TikTok and Strava have transformed exercise into something people increasingly document online, whether that means posting gym progress, race medals or running statistics.
Despite these trends, one question continues to divide opinions: is spending more money necessary to stay fit?
Infographic by Sara using Canva
For Matthew Beazley, 30, running started as a hobby. The hotel receptionist now runs up to six times a week and has completed several half marathons, as well as the ABP Newport Marathon Festival in Wales on 19 April.
Rather than paying for a gym membership, Beazley prefers running outdoors, describing it as both convenient and relaxing.
“I like being outside and switching off a bit while I run,” he says.
Beazley explains that running feels easier to fit into daily life compared to travelling to a gym, especially in London. However, he also admits the sport can become more expensive than many people expect.
Although running is often viewed as one of the cheapest ways to stay active, shoes, clothing and race entries quickly add up for people training regularly. Beazley says he replaces his running shoes every five months due to the amount he runs, but believes beginners do not need to spend heavily straight away. He has also noticed a major increase in running culture over the last year, particularly on social media, with more people posting routes, race medals and running outfits online.
Video by Sara Fernandez
For Antoneta Senta, 22, affordability matters more than premium facilities. The Economics student trains at PureGym and says a budget membership is enough for her current routine.
Senta says she has never felt the need to pay for luxury facilities or expensive equipment, especially as a student balancing university and living costs.
“As long as I can follow my routine properly, that’s enough for me,” she says.
However, she admits overcrowding can become frustrating, especially during peak hours.
Like many budget gyms across London, PureGym can become heavily crowded in the evenings, forcing members to wait for machines or change workouts around availability.
Despite this, Senta still believes cheaper gyms offer strong value for money. She says she could see herself joining a more expensive gym in the future if fitness became a bigger part of her lifestyle.
Image by Sara Fernandez
A different experience can be found at Third Space in Islington, where Anna Marcela, 28, now trains.
Marcela, who works as Store Manager at Wasabi Victoria Station, previously trained at cheaper gyms such as Better Gym and PureGym before deciding to switch to a more premium environment.
She says the difference was immediately noticeable.
“It feels cleaner, less stressful and overall, just a much better experience,” she says.
Unlike budget gyms, Third Space offers additional facilities such as spa areas, pools, saunas, ice baths and a wider variety of group classes.
Marcela explains that avoiding overcrowding has become one of the biggest benefits for her.
She says that in previous gyms she often felt frustrated waiting for equipment before even starting her workout, while the quieter environment at Third Space helps her stay more consistent.
According to Anthony, 25, a personal trainer at the private Lansdowne Club, expensive gyms can improve the training experience, but they are not the deciding factor behind results.
“You can make progress almost anywhere if you stay consistent and follow a good programme,” he says.
Anthony explains that discipline and routine matter far more than the type of gym someone trains in. He also points out that people can still build strength outdoors using bodyweight exercises or weighted equipment in parks.
While premium gyms may provide better equipment, more space and extra facilities, he believes the most important thing is simply finding a style of training that people can realistically maintain.
Although expensive gyms continue to grow in popularity, many Londoners are beginning to prioritise convenience and sustainability over luxury. For some, that means finding a cheaper gym close to home or work. For others, it means avoiding memberships completely and exercising outdoors instead.
Image by Sara Fernandez
The growing popularity of running in particular has changed the way many people view fitness. Across London parks and pavements, more runners are documenting races, tracking kilometres and joining running communities online. What was once considered a simple and low-cost activity has gradually developed into its own culture, with expensive running shoes, specialised clothing and fitness apps becoming increasingly common.
Still, despite the differences between premium gyms, budget memberships and outdoor training, all four interviewees ultimately shared a similar point of view: consistency matters more than the environment itself.
For many Londoners, staying active is no longer about following one specific fitness trend. Instead, it is about finding something realistic that fits around everyday life.
Whether that means running through parks, training in crowded budget gyms or paying more for a quieter environment, fitness in London no longer follows one single formula.
For many people, staying active is ultimately less about status and more about finding something sustainable.
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