The number of Britons joining gyms fell by 8 percent year-on-year in the first half of 2006, despite warnings of rising obesity and clubs cutting joining fees, according to a survey on Friday by consultancy Deloitte.

“Despite government initiatives to promote exercise we have seen a decrease in the number of people paying for health club membership,” said Adrian Balcombe of Deloitte’s leisure division.

The government warned on Friday that around a third of men will be obese by 2010.

UK fitness clubs had 53,500 fewer members in June 2006 than a year earlier as consumers shied away from the average monthly fee of 39 pounds ($74), said Deloitte.

Joining fees fell 17 percent in the first half of the year as health clubs tried to retain customers.

“With conditions becoming tougher in the UK domestic economy, many consumers are opting to cut their discretionary spending,” said Balcombe. “The leisure industry, like all consumer-focused businesses is entering a tough time.”

Inner London health clubs have been most resistant to economic pressures, said Deloitte’s report.

Clubs in Northern Ireland and the West Midlands were hardest hit, with membership numbers falling 7.6 percent and 6.5 percent respectively year-on-year.

The cost to health clubs could be as much as 2 million pounds a month in lost subscription revenue, said the survey of clubs including Esporta, Fitness First and Whitbread’s David Lloyd Leisure.