Payments shape UK wellness app boom

By Milan Rojan

UK consumers have spent an estimated $20.5 billion annually booking wellness services through mobile platforms and apps, with fitness emerging as one of the strongest growth categories, according to new research.

The findings have highlighted the growing role of digital booking platforms in the wellness economy, while underlining the importance of seamless payment experiences in driving customer retention and supporting small business growth.

Sheli McCoy, Founder and Owner of SweatBox Dundee, said: “Success is knowing we can’t do everything ourselves — it’s about harnessing the talents of other people and bringing in technology to help us pull everything together. The software we use helps people find us, book their classes and pay online, making it a better experience for clients while allowing me to focus on spending time face-to-face, coaching and working with them on the ground.”

The research found that 31% of UK adults surveyed have used digital platforms to book fitness services, including gym memberships and exercise classes, while 60% of those users have said platform-based booking has become a regular habit. Younger consumers have accounted for a significant share of spending, with Generation Z and Millennials contributing around half of the estimated $20.5 billion total, reflecting increased adoption of app-based booking services.

Beyond convenience, the study has suggested that payment performance has become a key factor influencing customer behaviour. Around 42% of respondents have actively chosen platforms offering simple and secure payment experiences, while 71% have indicated they would abandon a booking if the payment process proved unsatisfactory. In addition, 84% have expected refunds to be processed within 48 hours when services, such as fitness classes, have been cancelled.

Grant Evans, Head of Sales, Integrated and Platforms at Global Payments, said: “We are living in the app economy, and fitness is one of its biggest winners – from padel to pilates. This presents a huge opportunity for platforms, but only if they have the right technology in place. Crucially, this must include payments, which are often the make-or-break moment in a transaction.”

The research has also pointed to growing opportunities for independent businesses, with 13% of respondents saying they use booking platforms to discover and support smaller service providers. However, merchant research cited by Global Payments has shown that 36% of independent personal services businesses believe their software requires stronger payment management capabilities.

The findings have reflected the increasing convergence of digital commerce, embedded payments and platform technology as wellness providers and software vendors seek to deliver more seamless customer experiences while supporting business growth.