Fear of not belonging is the number one reason people avoid joining a gym, and outdated stereotypes about who fitness is “for” are actively restricting industry growth. Inclusivity isn’t just a responsibility: it’s a measurable business opportunity, a differentiator with real retention and revenue upside.

Belonging in fitness spans several different barriers—physical, cultural, and technological. This article covers all three: club culture, physical space, and tech as the levers clubs can pull to become genuinely inclusive.

Reach Out to Clients of All Fitness Budgets

Trainers often end up with a specific group of clients because they attract people who can afford their services. That’s fine for your primary business, but why not branch out in other ways to be more inclusive?

Consider offering free classes and encourage those who can’t afford typical personal training services to attend. Find ways to provide less expensive services, like online training or group training. Take the time to connect with people who come from a background you don’t regularly interact with, and learn how you can expand your business to serve them too.

You’ll probably find that you learn just as much as they do, and your new perspective will help you in both business and life. Plus, it might just open up a new revenue stream.

Get Rid of Gendered Assumptions

Almost all of us have ideas about what men can or should do at the gym versus what women can and should do. Recognizing those biases is the first step, and setting them aside is the next.

Have you ever offered lighter weights to women because you assume they don’t want to bulk up? Have you ever skipped stretching or yoga recommendations for men? Set aside gender expectations and focus on the individual goals of each client.

And beyond binaries and gender stereotypes, have you considered the facilities at your club and how they might impact your clients? Consider adding a gender-neutral bathroom, or removing the labels on some of your existing facilities to ensure there’s a safe space for all of your clients.

Even more, advertise your fitness business as one that accepts people of all genders and sexual orientations. Advocate for the LGBTQ+ community in your hometown and educate yourself on what’s appropriate to say or do. Explain in your outreach that you’re prioritizing creating a safe space for all of your clients. Ask for feedback from your current clients on how you can be a better ally.

The industry has real work to do internally, too. A 2024 Diversity in the Fitness Sector report, a joint initiative from EuropeActive, RISE, Sport Alliance, and EXI surveying 498 fitness professionals across Europe, found that 47% of respondents had experienced gender-related discrimination at work, 43% reported sexual harassment, and 27% cited discrimination based on race or age. These numbers describe what trainers and staff experience on the job, not just how clients are treated, which means building an inclusive club starts with how you treat the people working the floor, not only the people walking through the door.

Design Your Space and Your Equipment for Every Body

Over 1.3 billion people live with a disability worldwide, according to the WHO. That’s not a niche: it’s a market most fitness businesses are currently underserving. And the key distinction to teach is the difference between accessible and inclusive: the first means a place is physically usable; the second means it’s genuinely welcoming. Most clubs only solve for the first.

A UNESCO Chair study shows there’s a lot of room for growth in revenue when an inclusive space is in place: 72% of managers saw increased loyalty, and 51% saw a revenue increase, tied to disability inclusion.

The Exercise and Fitness for All Act, legislation that would direct the U.S. Access Board to issue the first new federal accessibility guidelines for gyms and fitness equipment in over two decades, has been introduced in Congress multiple times since 2019, and has yet to pass. Whether or not it eventually becomes law, its repeated reintroduction is a signal: policymakers, disability advocates, and organizations like the Christopher & Dana Reeve Foundation and Paralyzed Veterans of America keep pushing this issue back onto the table, and member expectations are moving in the same direction regardless of what happens on Capitol Hill.

So, where to start? Practical starting points include:

• Adjustable-height strength equipment and low step-up cardio machines
• Wider walkways and turning space for wheelchair and mobility-device users
• Quiet zones for neurodivergent members or anyone managing sensory sensitivity
• Staff training in adaptive coaching, not just equipment orientation

Inclusive Clubs to Learn From

Everybody

This Los Angeles-based fitness club makes inclusivity a focus. Their website characterizes the club as a “radically inclusive culture for all bodies to move, strengthen, and heal.” They go on to state that fitness “should be accessible, affordable and adaptive to all people regardless of their gender, sexuality, size, age, ethnicity or ability.” They offer a gender-neutral locker room, fully equipped gym, and movement studios. Everybody also provides pricing on a sliding scale based on income.

Very Personal Training

Very Personal Training is branded as Brooklyn’s first body-positive private training facility. Very Personal doesn’t focus on weight or appearance, instead prioritizing an internal shift that comes with fitness and wellness. The studio has no scales, doesn’t measure inches, and doesn’t have mirrors. No one will ask you about your weight. They want you to feel good no matter what size you are.

Start with your website. Make a commitment through words and include those values in your marketing. You’ll be surprised how much it can empower those around you. For more inspiration, see 8 Real-World Online Fitness Business Examples.

Use Fit Tech for More Accessible Fitness

Other platforms show what “inclusive tech” can look like: Apple Watch’s wheelchair-user mode and wheelchair-specific workouts, Nike Training Club’s adaptive workouts led by an instructor with a disability, and Peloton’s adaptive training consultant shaping programming for adaptive athletes. Software that adjusts to how someone actually moves, not just a ramp at the front door.

What’s realistic today with Trainerize:

• Record instructional videos in your client’s language, rather than relying on generic library content
• Write programs and exercise notes in their preferred language: program names and descriptions are fully custom text
• Attach translated PDFs for longer-form content like nutrition guides
• Pair a mic setup with in-studio classes for hard-of-hearing clients, and add subtitles to any videos you post online

Hybrid delivery is itself an inclusion lever: clients who can’t make it in due to mobility, distance, or cost can still train with you, and in-person clients still get digital support between sessions. No one’s excluded because your business only works one way.

FAQs Inclusivity in Fitness

What’s the difference between an accessible gym and an inclusive gym?
Accessible means someone can physically get into your space and use your equipment: ramps, adjustable machines, enough room to maneuver. Inclusive means they feel genuinely welcome once they’re there. A club can meet every accessibility standard on paper and still make people feel like an afterthought; real inclusion requires both.

How can a small studio become more inclusive without a big budget?
Start with what’s free or low-cost: diverse imagery in your marketing, gender-neutral signage, a clear zero-tolerance policy on judgment or bullying, and staff who default to offering modifications rather than waiting to be asked. Rearranging equipment for wider walkways costs nothing and helps far more members than just wheelchair users.

Does investing in accessibility actually improve retention or revenue?
Yes, a UNESCO Chair study of disability-inclusive health clubs found 72% of managers reported increased customer loyalty, and 51% saw a revenue increase. With 1.3 billion people worldwide living with some form of disability, according to the WHO, it’s also a market most clubs are currently underserving. For more on turning inclusion into retention, see 10 Ways to Improve Client Retention.

What does “adaptive fitness technology” mean in practice?
Software or programming that adjusts to how someone actually moves, rather than assuming one default body or ability. Examples include Apple Watch’s wheelchair-user activity mode, Nike Training Club’s adaptive workout library, and Peloton’s adaptive training consultant shaping programming for adaptive athletes.

How can trainers support clients who speak a different primary language?
Even without built-in translation, you can record instructional videos, write program notes, and share PDFs in a client’s preferred language. It’s a workaround rather than full localization, but it meaningfully closes the gap for non-English-speaking clients today.

Be an Ally. Start Building a More Inclusive Business Today

Become an advocate for inclusivity and accessibility! Make it a priority. Make it a differentiator! Commit to building a positive, inclusive fitness club, and reap the rewards of a more motivated and inspired community.

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