EGYM Hussle is driving success through B2B member acquisition / photo: EGYM / HUSSLE
Already a global leader in smart fitness technology, EGYM has made a bold move into the UK market by acquiring Hussle, a leading fitness network. But this acquisition is about more than just expansion, it aligns with EGYM’s broader mission of shifting healthcare from repair to prevention.
Hussle, once known for its direct-to-consumer (B2C) model, has pivoted to focus exclusively on business-to-business (B2B) partnerships. By working with major health insurers such as AXA Health and Bupa, as well as companies committed to employee wellbeing such as serviced office giant, IWG.
Now, with EGYM’s acquisition, this B2B model is set to expand, offering employers and insurers a way to improve workforce health and reduce preventable illnesses, as Hussle becomes the unique economic engine that underpins the relationship between gym operators and EGYM.
The European success story In Germany, EGYM has already demonstrated the success of this model with Wellpass, the German equivalent of Hussle and part of EGYM. Wellpass provides employees with access to a vast network of gyms, studios, and wellness facilities, funded by employers and health insurers. This multi-brand approach ensures flexibility and convenience, addressing the needs of a modern workforce.
The impact has been profound, with employers reporting a significant increase in employee engagement and health improvements. Companies investing in Wellpass report reduced absenteeism, increased productivity and performance and lower healthcare costs.
With this proven success, EGYM saw an opportunity to replicate the model in the UK through Hussle, helping gym operators connect with corporate clients while also contributing to a healthier workforce and – by extension – a less strained NHS.
“The acquisition of Hussle is a game-changer for EGYM,” says Garry Spreadborough, partner sales director at EGYM Hussle. “With Hussle’s strong network and EGYM’s advanced technology, we have a unique opportunity to make preventative fitness a cornerstone of corporate and public health initiatives.”
Expansion and Investment EGYM’s entry into the UK market comes at a time of rapid growth. With major investments from L Catterton and Meritech Capital, the company has been able to accelerate product development and expand globally, as well as achieving the rare status of being a European ‘unicorn’ with a valuation exceeding €1bn.
The backing of these investors highlights confidence in EGYM’s vision: integrating smart fitness technology with scalable membership solutions to drive widespread health benefits.
EGYM’s ambitions go beyond acquisitions. The company has recently strengthened its leadership team by recruiting industry veterans Rob Barker (formerly Precor), Chris Clawson (formerly Life Fitness), and Steve Barton (formerly Technogym). Their extensive experience in fitness technology and business growth adds depth to EGYM’s strategy, ensuring the company is well-positioned to drive significant change in the industry.
For Spreadborough, who previously served as UK sales director at Keiser, this is an exciting opportunity. “Having spent years in the fitness industry, I know the importance of preventative healthcare,” he explains. “Hussle has always been about accessibility, and with EGYM’s technology, we can help employers and the NHS reduce the burden of preventable illnesses by making fitness more engaging and widely available.”
Supporting operators with smart fitness One of the most compelling aspects of this acquisition is how it helps operators future-proof their businesses. Hussle’s corporate partnerships generate significant incremental revenue for participating gyms. This can be reinvested into upgrading facilities with EGYM’s equipment and AI-driven training tools, ensuring gyms stay competitive and appeal to a wider range of users.
Hussle’s B2B model allows businesses and insurers to provide gym access as an inclusive employee benefit, while EGYM’s smart equipment delivers personalised, data-driven workouts that improve long-term fitness outcomes. This combination creates a powerful offering for operators: increased membership through corporate partnerships and enhanced retention through cutting-edge technology.
“As someone who’s worked closely with gym owners, I know how critical it is to offer an experience that keeps members engaged,” Spreadborough notes. “By integrating corporate fitness revenue with smart equipment, operators can improve their facilities and attract a broader audience.”
Value proposition for operators and the NHS For gym operators, the EGYM-Hussle partnership provides a transformative opportunity. The ability to attract corporate clients while upgrading facilities with smart technology creates a sustainable business model that benefits both operators and their members.
At the same time, this model aligns with broader public health goals. With preventable illnesses placing increasing pressure on the NHS, there’s an urgent need for initiatives that encourage healthier lifestyles.
By working with employers and insurers, EGYM and Hussle are making fitness more accessible, ensuring more people engage in regular physical activity before they develop chronic conditions.
Modern workforces demand multi-brand access, require a wide network of locations, and expect substantial employer contributions to make fitness accessible. The success of Wellpass in Germany proves this approach works and EGYM is well-positioned to help UK businesses and policymakers create a healthier, more productive workforce.
“Gym operators need to evolve to stay competitive,” Spreadborough emphasises. “By integrating flexible access solutions with state-of-the-art fitness technology, they can provide a more engaging, efficient and scalable experience for their members, while contributing to a broader preventative healthcare movement.”
The future of EGYM, Hussle and preventative healthcare The acquisition of Hussle marks a major step in EGYM’s expansion into the UK. With financial backing, technological expertise and a proven track record, the company is set to reshape the fitness and healthcare landscape.
For Spreadborough, the road ahead is filled with potential. “We have the tools, the expertise and the vision to make a lasting impact on the fitness industry and public health,” he says. “This partnership isn’t just about business growth – it’s about helping people live healthier, more fulfilling lives and reducing the strain on the NHS.”
As corporate wellness and preventative healthcare become central to the fitness industry, EGYM’s acquisition of Hussle stands as a testament to the company’s commitment to innovation.
This synergistic relationship between a growing fitness network and cutting-edge fitness technology represents much more than a change in the way people access gyms. It’s an investment in a healthier future for us all.
"By integrating corporate
fitness revenue with smart
equipment, gym operators can
improve their facilities and
attract a broader audience" – Garry Spreadborough,
partner sales director, EGYM Hussle
photo: EGYM
"EGYM’s acquisition of Hussle
is a game-changer that allows
us to combine our world
class smart equipment with
corporate fitness revenue
generation for operators" – Steve Barton, country director EGYM UK
photo: Fitness First
"The combination of
EGYM’s cutting-edge
equipment with the economic
engine provided by Hussle is
a compelling proposition
for the UK market" – Justin Musgrove, CEO, Fitness First UK
Get in touch
To contact Garry Spreadborough, email [email protected] to find out more, or meet him in person with EGYM in Hall 6: stands A37 and C32 at FIBO 2025
EGYM owns key fitness networks in the US, UK and Europe / photo: EGYM
EGYM Hussle check-in revenue can be reinvested in equipment / photo: EGYM / HUSSLE
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EGYM Hussle is driving success through B2B member acquisition / photo: EGYM / HUSSLE
Already a global leader in smart fitness technology, EGYM has made a bold move into the UK market by acquiring Hussle, a leading fitness network. But this acquisition is about more than just expansion, it aligns with EGYM’s broader mission of shifting healthcare from repair to prevention.
Hussle, once known for its direct-to-consumer (B2C) model, has pivoted to focus exclusively on business-to-business (B2B) partnerships. By working with major health insurers such as AXA Health and Bupa, as well as companies committed to employee wellbeing such as serviced office giant, IWG.
Now, with EGYM’s acquisition, this B2B model is set to expand, offering employers and insurers a way to improve workforce health and reduce preventable illnesses, as Hussle becomes the unique economic engine that underpins the relationship between gym operators and EGYM.
The European success story In Germany, EGYM has already demonstrated the success of this model with Wellpass, the German equivalent of Hussle and part of EGYM. Wellpass provides employees with access to a vast network of gyms, studios, and wellness facilities, funded by employers and health insurers. This multi-brand approach ensures flexibility and convenience, addressing the needs of a modern workforce.
The impact has been profound, with employers reporting a significant increase in employee engagement and health improvements. Companies investing in Wellpass report reduced absenteeism, increased productivity and performance and lower healthcare costs.
With this proven success, EGYM saw an opportunity to replicate the model in the UK through Hussle, helping gym operators connect with corporate clients while also contributing to a healthier workforce and – by extension – a less strained NHS.
“The acquisition of Hussle is a game-changer for EGYM,” says Garry Spreadborough, partner sales director at EGYM Hussle. “With Hussle’s strong network and EGYM’s advanced technology, we have a unique opportunity to make preventative fitness a cornerstone of corporate and public health initiatives.”
Expansion and Investment EGYM’s entry into the UK market comes at a time of rapid growth. With major investments from L Catterton and Meritech Capital, the company has been able to accelerate product development and expand globally, as well as achieving the rare status of being a European ‘unicorn’ with a valuation exceeding €1bn.
The backing of these investors highlights confidence in EGYM’s vision: integrating smart fitness technology with scalable membership solutions to drive widespread health benefits.
EGYM’s ambitions go beyond acquisitions. The company has recently strengthened its leadership team by recruiting industry veterans Rob Barker (formerly Precor), Chris Clawson (formerly Life Fitness), and Steve Barton (formerly Technogym). Their extensive experience in fitness technology and business growth adds depth to EGYM’s strategy, ensuring the company is well-positioned to drive significant change in the industry.
For Spreadborough, who previously served as UK sales director at Keiser, this is an exciting opportunity. “Having spent years in the fitness industry, I know the importance of preventative healthcare,” he explains. “Hussle has always been about accessibility, and with EGYM’s technology, we can help employers and the NHS reduce the burden of preventable illnesses by making fitness more engaging and widely available.”
Supporting operators with smart fitness One of the most compelling aspects of this acquisition is how it helps operators future-proof their businesses. Hussle’s corporate partnerships generate significant incremental revenue for participating gyms. This can be reinvested into upgrading facilities with EGYM’s equipment and AI-driven training tools, ensuring gyms stay competitive and appeal to a wider range of users.
Hussle’s B2B model allows businesses and insurers to provide gym access as an inclusive employee benefit, while EGYM’s smart equipment delivers personalised, data-driven workouts that improve long-term fitness outcomes. This combination creates a powerful offering for operators: increased membership through corporate partnerships and enhanced retention through cutting-edge technology.
“As someone who’s worked closely with gym owners, I know how critical it is to offer an experience that keeps members engaged,” Spreadborough notes. “By integrating corporate fitness revenue with smart equipment, operators can improve their facilities and attract a broader audience.”
Value proposition for operators and the NHS For gym operators, the EGYM-Hussle partnership provides a transformative opportunity. The ability to attract corporate clients while upgrading facilities with smart technology creates a sustainable business model that benefits both operators and their members.
At the same time, this model aligns with broader public health goals. With preventable illnesses placing increasing pressure on the NHS, there’s an urgent need for initiatives that encourage healthier lifestyles.
By working with employers and insurers, EGYM and Hussle are making fitness more accessible, ensuring more people engage in regular physical activity before they develop chronic conditions.
Modern workforces demand multi-brand access, require a wide network of locations, and expect substantial employer contributions to make fitness accessible. The success of Wellpass in Germany proves this approach works and EGYM is well-positioned to help UK businesses and policymakers create a healthier, more productive workforce.
“Gym operators need to evolve to stay competitive,” Spreadborough emphasises. “By integrating flexible access solutions with state-of-the-art fitness technology, they can provide a more engaging, efficient and scalable experience for their members, while contributing to a broader preventative healthcare movement.”
The future of EGYM, Hussle and preventative healthcare The acquisition of Hussle marks a major step in EGYM’s expansion into the UK. With financial backing, technological expertise and a proven track record, the company is set to reshape the fitness and healthcare landscape.
For Spreadborough, the road ahead is filled with potential. “We have the tools, the expertise and the vision to make a lasting impact on the fitness industry and public health,” he says. “This partnership isn’t just about business growth – it’s about helping people live healthier, more fulfilling lives and reducing the strain on the NHS.”
As corporate wellness and preventative healthcare become central to the fitness industry, EGYM’s acquisition of Hussle stands as a testament to the company’s commitment to innovation.
This synergistic relationship between a growing fitness network and cutting-edge fitness technology represents much more than a change in the way people access gyms. It’s an investment in a healthier future for us all.
"By integrating corporate
fitness revenue with smart
equipment, gym operators can
improve their facilities and
attract a broader audience" – Garry Spreadborough,
partner sales director, EGYM Hussle
photo: EGYM
"EGYM’s acquisition of Hussle
is a game-changer that allows
us to combine our world
class smart equipment with
corporate fitness revenue
generation for operators" – Steve Barton, country director EGYM UK
photo: Fitness First
"The combination of
EGYM’s cutting-edge
equipment with the economic
engine provided by Hussle is
a compelling proposition
for the UK market" – Justin Musgrove, CEO, Fitness First UK
Get in touch
To contact Garry Spreadborough, email [email protected] to find out more, or meet him in person with EGYM in Hall 6: stands A37 and C32 at FIBO 2025
EGYM owns key fitness networks in the US, UK and Europe / photo: EGYM
EGYM Hussle check-in revenue can be reinvested in equipment / photo: EGYM / HUSSLE
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disparate information from multiple systems to be aggregated into one dataset, to support
its focus on reducing health inequalities and improving healthy life expectancy. [more...]
CoverMe, the global leader in fitness workforce management, today launches CoverMe PT, an
on-demand personal training platform that connects the right personal trainer to the right
client in under 10 seconds. [more...]
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