In the last decade, Europe has set a new benchmark for thinking about fitness and health. More and more countries understand that investing in physical activity is not a privilege – it is a national strategy. Fitness is seen as public infrastructure, not a luxury product, and clear policy is built accordingly.
In Malta, for example, a dramatic decision was made: Every young person aged 16–21 is entitled to train for free at any gym in the country. The result was almost immediate – over 80% of youth signed up. Gyms experienced an unprecedented flow of new trainees, and above all, a new culture emerged where physical activity is the default, not the exception.
A Model That Understands How People Really Behave
While Malta acted through public policy, Denmark introduced a brilliant behavioral–economic model that grew organically. The idea is simple but ingenious: A completely free gym membership – paid for only if you don’t work out.
The model, born in a small gym in Copenhagen and quickly spreading across Scandinavia, is based on one rule: Those who show up at least once a week pay nothing. Those who miss a whole week pay a penalty of 10–20 euros.
The principle relies on one of the strongest psychological insights: People are not afraid to pay – they are afraid to lose. The fear of losing money that is already "mine" is much stronger than the promise of future gain. A small, achievable goal, like a weekly workout, becomes an anchor that creates routine and persistence.
Gyms also benefit clearly: There will always be 30–40 percent who miss and don’t show up, but the real profit comes from the persistent ones – those who stay over time, use additional services, and build a deep connection with the place and community.
In Israel: The Revolution Grew from the Ground Up
While in Europe the revolution was led from above, in Israel it grew from the grassroots. Private initiatives, including the "Movement" platform, were the first to break the glass ceiling of the fitness world: Flexible entry, no commitment, low cost, and access to a wide network of gyms and studios across the country.
These models exposed entire audiences to the world of fitness – many for the first time in their lives. Only after it was proven in practice that accessibility creates persistence and real change did public bodies join: Health funds, the Ministry of Defense, and labor organizations expanded subsidized programs and turned the trend into a national movement.
The combination of private innovation and public rollout created a new reality: More and more Israelis start training – and don’t quit.
The Numbers Speak: When the Door Opens – Israelis Persist
The data reinforces the picture. A survey conducted on Maccabi’s Upapp application showed that one in five users started training for the first time in their life thanks to the subsidy. This is a dramatic figure, illustrating just how much accessibility changes behavior.
Even in the gyms themselves, the change is clearly felt: The audience is more diverse – young and old, women and men, and populations that were never part of the fitness world are making workouts a regular habit.
A notable example is the Ministry of Defense’s "Amit Program." Reserve and discharged soldiers receive subsidized access to gyms – a move that improves sleep, reduces stress, and supports a balanced return to routine after challenging service.
The business sector is also joining: Employees who received a subsidized membership to fitness platforms train three times more than average – an exceptional adoption rate on a global scale.
The Conclusion is Clear: Accessibility is Israel’s Health–Economic Key
After decades of managing gyms and overseeing projects in the sector, it is clear to me that the next revolution will not come from new equipment or a more luxurious studio – but from making workouts accessible. When training is available, simple, and non-threatening – people persist.
And when an entire nation persists – the healthcare system benefits: Less sedentary behavior, fewer illnesses, less overload.
Ultimately, investing in physical activity is not an expense – it is long-term savings. A state that understands this and acts accordingly will save billions in the future and gain healthier, stronger, and more productive citizens.
The author, Yanky Obziler, CEO of Cinema Park Gym