The Power of Personal Training Packages: How to Sell More Without Discounting

Unlock the Secret to Increasing Revenue by Bundling Personal Training Sessions with High-Value Perks

For independent gym owners, boutique studio operators, and gym entrepreneurs, personal training packages represent one of the most powerful levers for increasing revenue, enhancing member retention, and improving overall customer satisfaction. Yet many gym owners struggle to maximize the potential of personal training because they rely too heavily on discounts and price cuts to close sales — a strategy that often backfires by devaluing the service and creating a race to the bottom.

The solution? Create high-value personal training packages that increase perceived value without discounting. By bundling personal training sessions with strategic perks, gym owners can make their packages more attractive and justify higher price points — without sacrificing profit margins. This approach helps position personal training as a premium service rather than a commodity.

In this article, we’ll explore how to design and sell irresistible personal training packages that drive higher sales and member satisfaction — all without relying on discounts.

Why Personal Training Packages Are a Goldmine for Your Gym

Personal training is one of the most lucrative services a gym can offer. Here’s why:

• High Profit Margins: Personal training sessions have low overhead costs compared to group classes or general memberships.
• Increased Retention: Members who work with a trainer are far more likely to remain long-term clients because they see faster, more targeted results.
• Higher Customer Lifetime Value (CLV): Personal training clients are often the most loyal and highest-spending members.
• More Consistent Revenue: Selling packages upfront creates immediate cash flow and allows for predictable income streams.

Despite these advantages, many gym owners struggle to maximize personal training sales because they focus too much on price. Discounting seems like the easiest way to increase sales, but it trains customers to expect lower prices and reduces long-term profitability.

The Problem with Discounting Personal Training

Discounting seems like a quick fix to drive sales, but it creates long-term problems:

• Reduces perceived value: When you discount personal training, you signal to members that it’s not worth the full price.

• Creates a race to the bottom: Competitors will match or undercut your price, leading to a downward spiral in profitability.

• Attracts the wrong type of client: Price-sensitive clients are more likely to cancel, resist price increases, and seek discounts elsewhere.

• Limits future revenue potential: It becomes difficult to raise prices or introduce premium services when members are conditioned to low rates.

The solution isn’t to lower the price — it’s to increase the perceived value. This is where bundling comes in.

How to Create High-Value Personal Training Packages Without Discounting

The key to selling more personal training is creating packages that offer value beyond just the sessions themselves. You want to make the customer feel like they’re getting a premium experience — not just a price deal.

Here’s how to structure an irresistible personal training package:

1. Bundle Sessions with Valuable (but Low-Cost) Perks

Instead of discounting the sessions themselves, enhance the package by adding complementary services that increase the perceived value.

Example Personal Training Package Add-Ons:

• Nutritional Consultation – Offer a one-time 30-minute session with a nutritionist to create a meal plan.

• Body Composition Analysis – Include regular body fat and muscle mass tracking to measure progress.

• Complimentary Recovery Session – Add a free stretching or foam rolling session after every 5 personal training sessions.

• Branded Merchandise – Include a branded t-shirt, shaker bottle, or gym towel.

• Priority Scheduling – Allow personal training clients to book premium time slots ahead of general members.

Example:
Instead of offering 10 sessions for $500, offer a “Premium Transformation Package” with 10 sessions for $600 — but include a body composition scan, branded gym towel, and one nutrition consultation. The client will feel like they are getting $150 in added value — without cutting into your margins.

2. Create Tiered Packages with Increasing Value

Introduce multiple package levels to give clients the feeling that they are “upgrading” rather than just buying sessions. This creates psychological motivation to spend more.

Example Tiered Package Strategy:

Psychological Effect: Most clients will select the middle or premium package because it offers more value — and you increase your average sale price.

3. Frame the Value, Not the Price

Position the personal training package as a solution to the client’s problems, not just a transaction. The goal is to make the client understand that they are paying for results — not just time with a trainer.

Instead of saying:
“10 sessions for $500.”

Say:
“Our 10-session transformation package is designed to help you lose 5% body fat, improve strength by 15%, and increase overall energy within 6 weeks. It includes a body composition scan and a tailored meal plan to maximize your results.”

Focus on outcomes and benefits, not hours or price.

4. Use Urgency and Scarcity

Create time-limited or exclusive personal training packages to encourage action. Scarcity and urgency increase perceived value and drive faster decision-making.

Example:

• “Sign up for the Elite Personal Training Package by Friday and get a free recovery session!”

• “Only 5 spots left for the Transformation Package this month!”

People are motivated to act when they feel like they might miss out.

5. Incorporate Social Proof

Highlight success stories and testimonials from other personal training clients. Let prospects see the transformation others have achieved through your personal training program.

Example:

• “Sarah lost 20 pounds and reduced her body fat by 10% after completing our Performance Package!”

• “Mark improved his squat by 30% and eliminated back pain thanks to our Elite Package!”

Testimonials and social proof increase trust and reduce hesitation.

How to Sell Personal Training Packages More Effectively

Once you’ve created high-value personal training packages, you need a strong sales process to close the deal.

1. Lead with the Value (Not the Price)

Start by focusing on the transformation and outcome the client will achieve — not the number of sessions or the cost.

2. Offer a Trial Session (But Only One)

Let potential clients experience the value of personal training first-hand with a complimentary introductory session. Make it clear that ongoing training requires purchasing a package.

3. Have a Direct Ask

Don’t leave it open-ended. After explaining the package, directly ask for the sale:
“Does this sound like the right plan to help you hit your goals?”

4. Offer Payment Flexibility

If the price is a sticking point, offer a payment plan:
“We can break this into two easy payments of $300 each.”

The Bottom Line: Increase Value, Not Discounts

Discounting is a short-term fix that hurts your gym’s long-term profitability. Instead of lowering prices, focus on increasing the value of your personal training packages by bundling valuable (but low-cost) add-ons.

When clients feel like they’re getting more — not paying less — they’re more likely to buy, stay longer, and refer others.

Higher perceived value = more sales + higher client retention + stronger profits. Contact Jim here.

Looking for Financing Options? 
Take your gym business to the next level. Click here to explore tailored financing solutions, or contact us directly at 214-629-7223 or via email at jthomas@fmconsulting.net. Prefer to dive right in? mconsulting.net/Apply now or book an appointment for a personalized consultation.

Are you ready to sell your gym? Have a specific Gym Sales & Acquisitions question? Message me here and let’s chat! Or call/text at 214-629-7223.

The Best Gym Billing Software. Choosing the Right Gym Software Company: Key Elements for Independent Gym Owners and Entrepreneurs. Click here for more information.

Insurance Made Simple for Gym Owners & Personal Trainers
Protect your business and your future. Discover custom insurance solutions here.

Custom Apparel Without the Hassle
Get premium custom apparel for your gym with no inventory required. Click here to get started.

Is Your Gym in Need of a Boost?
Whether you’re facing declining sales, need a fresh marketing strategy, require a complete business turnaround or ready to start a new gym, we’re here to help. With over 25 years of industry expertise, we offer a free initial consultation to explore solutions tailored to your unique challenges. Don’t wait—contact Jim Thomas at 214-629-7223, or gain immediate insights from our YouTube channel. Connect with us on LinkedIn.  EMAIL NEWSLETTER. Join for FREE.

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.