Increasing revenue per member is a key strategy for long-term growth and profitability in the gym business. Independent gym owners, sales managers, and salespeople must continually find ways to maximize the value of each member while enhancing their experience. This requires a strategic approach, focusing on retention, value-added services, upselling, and relationship-building.
In this article, we’ll explore several actionable strategies that independent gym owners, sales managers, and salespeople can implement to increase revenue from each member.
1. Introduce Tiered Membership Options
Offering a range of tiered membership plans can allow members to choose packages that best suit their needs while encouraging upgrades to higher-tier services. This approach can be customized to include benefits such as personal training sessions, group fitness classes, wellness programs, or access to premium facilities like saunas or massage services.
Key Actions:
- Evaluate the current membership offerings and identify opportunities to create tiered packages.
- Clearly communicate the benefits of each tier, ensuring members understand the added value they will receive by upgrading.
- Train your sales team to highlight these options during every member consultation, emphasizing the long-term benefits of higher-tier memberships.
2. Upsell Personal Training and Specialty Classes
Personal training and specialty classes, such as yoga, Pilates, or boot camps, are a powerful source of additional revenue. By promoting these services effectively, gym owners can significantly increase the average revenue per member. Offering a complimentary first session or class as a taste of what’s available can be a great way to entice members into these higher-value services.
Key Actions:
- Develop a strategy for regularly promoting personal training and specialty classes through direct marketing, in-gym promotions, and social media.
- Train salespeople to identify members who could benefit from personal training based on their goals, and tailor the upsell pitch accordingly.
- Offer promotions such as bundled personal training packages with membership renewals to incentivize commitment.
3. Leverage Retail Sales
Many gyms overlook the potential revenue from retail sales. Supplements, branded gym apparel, water bottles, workout accessories, and even digital content like workout plans or nutrition guides can significantly contribute to the bottom line. Ensuring that these products are easily accessible and promoted within the gym can make it easy for members to purchase on the go.
Key Actions:
- Set up an attractive, well-stocked retail section within your gym that features high-demand products.
- Train your sales staff to offer product recommendations as part of their daily interactions with members.
- Run regular promotions on retail products, such as “Buy One, Get One” deals or discount packages that align with fitness goals (e.g., supplement bundles for weight loss or muscle gain).
4. Create a Loyalty and Referral Program
Implementing a loyalty program can incentivize members to spend more while increasing retention. Members can earn points for attending classes, referring new members, purchasing products, or signing up for premium services. These points can be redeemed for rewards such as discounts on retail products, free personal training sessions, or premium memberships.
Key Actions:
- Create a structured loyalty program that aligns with your gym’s goals and incentivizes behaviors that generate additional revenue.
- Promote the program through email campaigns, in-gym signage, and your gym’s mobile app (if available).
- Ensure your sales team is trained to highlight the benefits of the loyalty program during new member onboarding and consultations.
5. Encourage Long-Term Membership Commitments
Encouraging members to commit to long-term memberships provides a stable and predictable revenue stream for the gym. Offering discounts on annual memberships versus month-to-month options, or bundling services such as personal training and nutrition coaching into longer-term commitments, can increase member lifetime value.
Key Actions:
- Offer incentives for long-term commitments, such as a discount on annual memberships or exclusive perks for signing longer contracts.
- Train your sales team to emphasize the savings and additional benefits that come with long-term memberships.
- Implement a follow-up strategy to check in with members near the end of their membership term and encourage them to renew with added-value incentives.
6. Host Special Events and Workshops
Hosting workshops, seminars, or special events is an excellent way to increase engagement and generate additional revenue. Events focused on wellness, nutrition, injury prevention, or fitness challenges can appeal to members who want to expand their knowledge and take their fitness journey to the next level. Charging for event participation or offering premium add-ons can significantly increase revenue.
Key Actions:
- Organize regular workshops and events that align with your members’ interests and fitness goals.
- Charge a fee for participation or offer a premium “VIP” option that includes perks such as one-on-one coaching or exclusive access to the instructor.
- Promote these events across all member touchpoints, including email newsletters, social media, and in-person discussions with your sales team.
7. Implement Member Wellness Programs
Offering value-added wellness programs that go beyond fitness can help gyms differentiate themselves and increase revenue. Nutrition coaching, mental wellness programs, massage therapy, or even spa services can be excellent upsell opportunities for members looking for a holistic approach to health.
Key Actions:
- Partner with wellness professionals, such as dietitians, massage therapists, or wellness coaches, to offer these services in your gym.
- Incorporate wellness program options into your membership tiers or offer them as add-ons during consultations.
- Ensure that your marketing and sales team is well-versed in the benefits of these services and actively promotes them to members who express interest in improving overall wellness.
8. Focus on Member Retention
Increasing revenue from each member isn’t just about upselling and cross-selling—it’s about ensuring that members stay long enough to maximize their value. Improving member retention should be a core strategy for every gym. Happy members are more likely to participate in additional services, refer friends, and renew their memberships.
Key Actions:
- Conduct regular check-ins with members to assess their progress, satisfaction, and ongoing fitness goals.
- Offer special rewards or discounts for members who have been with the gym for a set period (e.g., 6 months, 12 months) as a retention strategy.
- Build strong relationships through personalized service, recognizing member achievements, and addressing concerns promptly to ensure long-term satisfaction.
9. Utilize Data-Driven Marketing and Sales Strategies
Leveraging data to personalize marketing efforts and sales pitches can lead to a more effective strategy for increasing revenue. By analyzing member preferences, attendance patterns, and purchasing behaviors, gyms can target the right members with the right offers at the right time.
Key Actions:
- Use CRM software to track member behavior and purchasing habits.
- Segment your member base and create targeted marketing campaigns that focus on specific upsell opportunities.
- Train your sales team to use data insights when recommending products or services, ensuring a tailored approach that resonates with individual member needs.
10. Build a Strong Member Community
Creating a sense of community within the gym fosters loyalty and encourages members to engage more deeply with the gym’s offerings. A vibrant community is one that encourages participation in classes, events, and additional services, ultimately increasing the value of each member to the gym.
Key Actions:
- Encourage social interaction among members through group classes, fitness challenges, and social events.
- Create an online community where members can share their fitness journeys, ask questions, and receive support from both staff and fellow members.
- Offer exclusive members-only perks or discounts that make them feel part of an elite fitness community, which can encourage spending on additional services.
Conclusion
Increasing revenue per member is not about making a quick sale, but about building long-term value by enhancing the member experience, offering more personalized and higher-quality services, and fostering a sense of community. By introducing tiered memberships, promoting personal training and specialty classes, optimizing retail sales, and encouraging long-term memberships, independent gym owners, sales managers, and salespeople can significantly grow their revenue while ensuring that members feel valued and supported on their fitness journeys.
The key to success lies in providing value, being attentive to member needs, and constantly finding creative ways to enhance their overall gym experience. By focusing on retention, community-building, and personalized service offerings, gyms can build loyal members who not only stick around but actively seek out additional ways to invest in their fitness—and in your business. Contact Jim here.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.
