Ireland

Country Insights

Fitness Moves Closer to the Center of Irish Health Policy

By Karl Dunne, Chief Executive, Ireland Active

Industry Performance and Market Dynamics

Ireland's health, fitness, leisure, and aquatic sector is characterised by diversity, quality, and strong community engagement. Commercial fitness clubs, public leisure centres, hotel leisure clubs, aquatic facilities, and specialist studios collectively provide opportunities for people of all ages and abilities to participate in structured physical activity.

The commercial market continues to evolve, with operators investing in modern facilities, digital technologies, and enhanced member experiences. Independent operators remain an important part of the sector, differentiating themselves through specialist expertise, personalised coaching, and strong local connections. Public leisure centres are another defining feature of the Irish market. Managed by local authorities and specialist leisure operators, they support school swimming programmes, rehabilitation, disability inclusion, active ageing initiatives, and community wellbeing. Hotel leisure clubs also make an important contribution, particularly outside major urban centres.

Technology has become an integral part of the member experience. Wearable technology, online coaching, digital onboarding, and personalised training programmes increasingly complement face-to-face coaching, enabling operators to engage with members both inside and beyond the facility. Community has also become increasingly important, with successful operators creating environments that encourage long-term participation through social connection, professional guidance, and personalised support rather than simply providing access to equipment.

Consumer attitudes continue to evolve. While improving physical fitness remains an important motivation, increasing numbers of people view exercise as an investment in long-term health, mental wellbeing, and quality of life. Strength training, functional fitness, personalised coaching, and holistic wellbeing programmes continue to grow in popularity as consumers seek evidence-based services supporting healthy ageing, mobility, and long-term health.

Swimming continues to occupy a unique position within Ireland's physical activity landscape. As the country's second most popular participation activity, it supports water safety, rehabilitation, healthy ageing, disability inclusion, competitive sport, and lifelong participation.

Policy, Advocacy, and Public Health

The relationship between physical activity and healthcare continues to strengthen in Ireland as policymakers increasingly recognise the role structured exercise can play in improving population health and reducing long-term demand on health services. National policy places growing emphasis on prevention, healthy ageing, and increasing physical activity, creating significant opportunities for the sector to contribute to wider societal outcomes. Ireland Active has worked to position the sector at the centre of this conversation through sustained engagement with the Department of Health, the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media, Sport Ireland, the Health Service Executive (HSE), and other national stakeholders.

A cornerstone of Ireland Active's advocacy programme is the proposed gym and swimming pool membership tax credit. The proposal is based on a simple principle: investment in regular physical activity should be recognised as an investment in preventative healthcare. Independent research commissioned by Ireland Active found that 28% of Irish adults would be more likely to join a gym or swimming pool if such a measure were introduced. The proposal is included in the current Programme for Government, and while it has not yet been implemented, Ireland Active continues to work closely with Government Departments and key stakeholders to support its development and implementation as part of the 2027 Budget process. The measure remains a key advocacy priority in helping to improve physical activity levels, reduce pressure on the health service and support healthier ageing.

Developing the future workforce is another strategic priority. Through the Leisure, Health and Fitness Skillnet, one of Ireland's enterprise-led workforce development networks supported by Skillnet Ireland, Ireland Active provides subsidised education, leadership development, and specialist qualifications. It has developed programmes for exercise professionals working with people living with and beyond cancer and with cardiovascular disease and is developing specialist education to prepare professionals to work with individuals prescribed GLP-1 receptor agonist medications.

Professional standards are also being strengthened through the Register of Exercise Professionals Ireland (REPs Ireland). Working with the HSE and other stakeholders, REPs Ireland has helped develop the Physical Activity for Chronic Conditions framework, a nationally recognised competency, qualification, and accreditation framework that supports professionals working with people living with long-term conditions and strengthens referral pathways between healthcare and community-based physical activity.

Ireland Active also promotes excellence through the National Quality Standard, Ireland's recognised quality accreditation framework for health, fitness, and leisure facilities. The framework supports continuous improvement across governance, customer experience, health and safety, operational management, and organisational performance, providing operators with an independent benchmark while giving consumers confidence in accredited facilities. The Association also supports members through nationally recognised safeguarding education and the administration of Garda Vetting, helping facilities meet their legal responsibilities and reinforcing the sector's commitment to safe, inclusive, and professionally managed environments.

Economic and External Context

The sector's long-term development depends on sustainable community leisure and aquatic infrastructure, affordable insurance, and a workforce equipped to meet increasingly diverse health needs. These issues shape operators' capacity to invest, maintain service quality, and expand health-oriented programming. Ireland Active continues to advocate for improved insurance affordability and investment in community facilities while supporting workforce development across the sector.

Outlook and Key Drivers

Ireland's strong participation base, diverse facility network, and supportive policy environment provide a solid foundation for further growth. The principal opportunities lie in deepening the sector's role in prevention, reducing financial barriers to participation, and creating stronger pathways between healthcare services and qualified exercise professionals and facilities.

Challenges remain, particularly around insurance affordability, infrastructure investment, and the recruitment and development of qualified professionals. Even so, Ireland enters 2026 with a mature and resilient market, record weekly sports participation, and a clear opportunity to place fitness, leisure, and aquatics more firmly within the country's preventative healthcare agenda.