Despite the fact that more than 7.2 million people (almost 12% of the population) are members of a gym or leisure centre[1] and the average length of membership is almost one and a half years[2] many myths about the health and fitness industry still persist.

But the truth, underpinned by independent research debunks these inaccurate perceptions.

MYTH ONE: January is the most popular time to join a gym - as part of the traditional 'New Year Resolutions' frenzy.

FACT: September is the most popular month: many believe that the catalyst is a desire to sustain the sense of healthy wellbeing experienced during a summer of activity and fun[3].

MYTH TWO: 'New Year Joiners' tend to stop attending gyms within four-six weeks.

FACT: People who join in January and February are no more likely to quit than those who join at any other time in the year. Almost 66 % of members retained their membership for at least 12 months-up from 61% in 2001. While the average rate of member cancellations per 1000 is 36, down from 103 in 2000[4].

It takes 23 months for 60% to cancel their membership. But this is no indication that they are not joining another gym, relocating to a new area, or starting a new job with a new membership scheme.

MYTH THREE: People are avoiding gyms as a result of the 'Credit Crunch' and membership numbers are falling.

FACT: The total number of new fitness facilities opening throughout 2008 has totalled 122[5], and highlights the fact that demand still exceeds supply in this sector.

Andree Deane, CEO of the Fitness Industry Association, which represents some 2,500 public and private gyms, said: "There is no evidence that there has been a downturn in membership numbers. Anecdotal evidence suggests that the rate of new joiners this year is the same as for the similar period as last year.

"For most gym members, membership is not a luxury, but an integral part of peoples' lives.

"Today it is as fundamental to their way of life as eating brown bread - and, despite the current economic climate, people do not seem to be trading in healthy brown bread for a white slice. For many, going to their gym or leisure centre relieves the tensions of their work and domestic pressures and a short period of 'me-time' is vital to their psychological and emotional, as well as their physical well-being."

MYTH FOUR: New gym members are tied into 12-month contracts.

FACT: The industry offers a wide range of membership options from pay-as-you-go (available in over 95% of leisure centres and almost 50% of health clubs[6]) to 3-month, 6-month and 12-month contracts. In addition, most health clubs and leisure centres offer rolling monthly contracts.

Private Club: Average monthly membership £42.37
Public Sector Club: Average monthly membership £29.26

[1] The Leisure Database Company, May 2008

[2] FIA 2008 National Retention Report, compiled by ReAim, published January 2008

[3] FIA 2008 National Retention Report, compiled by ReAim, published January 2008

[4] FIA 2008 National Retention Report, compiled by ReAim, published January 2008

[5]Data taken from data held by The Leisure Data Base Company on 1st December 2008 - includes public and private sector facilities with confirmed opening date scheduled during December 2008)

[6] The Leisure Database Company

Fitness Industry Association