Younger men at independent gyms are more likely than any other consumer group to accept increases in their membership fees, while older women at leisure centres are least accepting of price increases. The finding comes from new research by Leisure-net, which examined how sensitive customers are to price increases.

Rising energy and gas prices are forcing health clubs, gyms and leisure centres to consider increasing prices for services and products. But as some consumers face cost of living increases themselves, the research looked at the level of increases different types of members are prepared to pay before they quit.

The Leisure-net research – based on a survey of 400 members of leisure centres, mid-range clubs, budget clubs and independent gyms – found that the answer depends on gender, age and location.

Those taking part in the survey were asked how sensitive they would be to membership increases of 5, 10, 15 and 20%.

The survey found that 40% of independent gym members would be prepared to pay up to 20 per cent more for their membership.