One of the biggest mistakes I see independent gym owners, boutique studio operators, and gym entrepreneurs make is focusing only on getting new members while ignoring the potential revenue sitting right in front of them—their existing members.
While membership sales are the foundation of your business, the real profitability comes from maximizing revenue per member through upselling and cross-selling. By strategically offering additional services and products, you can significantly increase your revenue without needing to constantly chase new sign-ups.
In this article, we’ll break down proven upselling and cross-selling strategies that are working in successful gyms right now and show you how to implement them.
Understanding the Power of Revenue per Member
The fitness industry often focuses on member count, but what truly matters is average revenue per member (ARPM).
- A gym with 300 members averaging $150/month in total spend makes $45,000/month.
- A gym with 500 members averaging $60/month makes only $30,000/month.
More members don’t always mean more profit—but more revenue per member always does.
If you want to maximize revenue per member, focus on these three key areas:
- Upselling – Selling premium or upgraded versions of what the member already pays for.
- Cross-Selling – Selling complementary products and services that enhance their experience.
- Member Retention – Keeping members engaged longer by offering services they can’t live without.
Now, let’s explore the best strategies that we see working for gyms today.
1. Upselling Strategies to Increase Member Spend
Upselling is all about offering a better version of what your members already have. Instead of a basic membership, they upgrade to something more valuable—and more profitable for you.
A. Premium Membership Tiers
One of the simplest and most effective ways to increase revenue is to offer multiple membership tiers. Instead of just a standard membership, create an entry-level, mid-tier, and VIP membership.
Example: A Tiered Membership Structure
| Membership Level | Price | Features |
|---|---|---|
| Basic Membership | $49/month | Access to gym floor |
| Elite Membership | $89/month | Gym access + group classes |
| VIP Membership | $149/month | Gym access + classes + sauna + priority booking + guest passes |
Why It Works:
- Many members will pay more for convenience and exclusivity.
- Gives you an easy way to increase revenue per member without more sales.
- You create an upsell ladder—members move up as they see more value.
B. Unlimited Group Training & Small Group Personal Training
Instead of selling only open gym access, offer premium memberships with unlimited group training.
- Charge $40-$70 more per month for access to unlimited boot camps, HIIT, or yoga classes.
- Offer semi-private training (4-6 members per session) as a mid-tier option between 1-on-1 training and large classes.
C. Priority Booking & Premium Gym Access
- Allow VIP members to book classes early or get preferred time slots for training.
- Offer “Express Workout” areas that only premium members can access.
- Create after-hours access memberships for an extra fee (if applicable to your gym setup).
Pro Tip: People are willing to pay extra for convenience, priority, and exclusivity—give them the option.
2. Cross-Selling Strategies to Boost Revenue
Cross-selling is about selling related services and products that make your members’ gym experience better, easier, or more effective.
A. Personal Training & Nutrition Coaching
If you’re not actively selling personal training, you’re leaving thousands of dollars per month on the table.
- Run a PT trial session for new members to introduce them to the value of coaching.
- Offer nutrition coaching add-ons—a $99/month meal plan subscription can easily boost revenue.
- Sell accountability coaching, even through an online app. Many members will pay for weekly check-ins and guidance.
Pro Tip: Bundle PT & Nutrition – Sell a “Total Body Transformation” package that includes unlimited group training + monthly personal training + nutrition coaching.
B. Supplements & Gym Merchandise
Your gym should have a small pro shop selling:
- Pre- and post-workout supplements (protein, BCAAs, energy drinks)
- Branded gym apparel (hoodies, t-shirts, water bottles, hats)
- Lifting gear (belts, gloves, straps)
Pro Tip: Offer a membership add-on for supplements – $40/month for a protein shake after every workout is easy money.
C. Recovery & Wellness Services
Gyms that offer recovery services see a huge increase in revenue per member. Consider adding:
- Sauna, cryotherapy, or infrared therapy – Offer a recovery membership upgrade.
- Massage & assisted stretching – Many members will pay for monthly recovery sessions.
- Body composition scans – Charge for quarterly progress tracking sessions ($20-$50 per scan).
Why It Works: People invest more in staying fit and injury-free than just working out.
3. Member Retention: Keep Members Paying Longer
The easiest way to maximize revenue per member is to keep them longer.
A. Run Internal Challenges & Goal-Based Programs
- Host 30-day fitness challenges with an entry fee + prize for winners.
- Offer transformation programs (e.g., 12-week fat loss or muscle-building programs).
- Sell habit-based coaching (weekly goal check-ins with staff).
B. Build a Strong Referral System
- Instead of just a free month for referrals, offer a VIP “gym duo” membership where members can bring a friend once per week.
- Sell family memberships that allow spouses/kids to join for a small fee.
C. Improve Member Engagement & Retention Perks
- Reward long-term members with exclusive discounts or perks.
- Offer birthday month bonuses (free personal training session, supplement sample, etc.).
- Send weekly check-in texts or emails to increase engagement.
Pro Tip: Members who feel connected stay longer. Build a community, not just a gym.
Final Thoughts: How to Implement These Strategies Today
To start maximizing revenue per member, don’t try to do everything at once—focus on quick wins first.
✅ Step 1: Upgrade your membership tiers – Add at least one premium option.
✅ Step 2: Pick one cross-sell opportunity (personal training, supplements, recovery services).
✅ Step 3: Launch one retention program (challenges, member engagement, referral incentives).
Remember: The goal is not just more members—it’s more value per member. When you focus on upselling and cross-selling, your revenue grows without increasing your overhead.
Now, take action and start implementing these strategies today! 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.
