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Our new Wetherell Report details how changing demographics, healthier lifestyles and new health clubs are positioning Mayfair as London’s top address for luxury gyms and members


Every year, millions of people make New Year’s resolutions with the most popular invariably being exercising more, living a healthier lifestyle and having a better work-life balance. In the last few years at Wetherell we have observed that Ralph Waldo Emerson’s famous phrase HEALTH IS WEALTH”– the belief that when you have good health, you have everything – has become of fundamental importance to our clients, whether they are 28 or 88 years of age.

Consumers want to have access to freshly cooked food, made from the finest ingredients; live and work in a healthy environment and have convenient access to a health club or private gymnasium where they can exercise, de-stress and enjoy the leisure time. Increasingly these wider lifestyle trends are having an influence on our clients, who are seeking homes to purchase or let that provide them with access to either a private or resident’s only health club.

This is why Wetherell decided to research and publish this detailed report that looks at how changing demographics, healthier lifestyles and new health clubs have positioned Mayfair as London’s top address for luxury gyms, active memberships and access to healthy lifestyle facilities.

For the report Wetherell commissioned Dataloft, the leading market intelligence group, to analyse demographic trends in Mayfair, which was combined with a Wetherell review of new private and commercial health club openings and insightful data from Colliers International, Public Health England and the State of the UK Fitness Industry.

Report: Executive Summary

  • The new research identifies four generational types living in Mayfair
  • Generation Z (those born from 1995)
  • Millennials (those born 1980-1994)
  • Generation X (those born 1965-1979)
  • Baby Boomers (born 1946-1964)

The report highlights

  • The current core group living in Mayfair is Millennials, who make up 35% of the population
  • However, by 2028 nearly a third of Mayfair’s residents will consist of Generation Z as the district continues to attract a new generation of younger residents
  • By 2021 almost 50% of Mayfair’s residents will be aged between 25 and 44
  • The UK fitness industry is now valued at nearly £5 billion
  • Mayfair has more gyms/health clubs than any other central London residential district – 39 in total
  • The 39 consist of 30 commercial gymnasiums, 4 luxury hotel health clubs and 5 private clubs in new luxury residential developments
  • Mayfair has 8 residents-only swimming pools, each up to 25 metres (82 feet) in length
  • There are more Mayfair health clubs in the development/planning pipeline
  • 60% of Mayfair’s residents are regular gym users (using either at-home gyms or private health clubs)
  • Mayfair can be compared to a gym usage rate of just 15% for residents in the rest of the UK


We hope you find this report an enjoyable and invigorating read.

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