In today’s fast-changing fitness industry, independent gym owners, boutique studio operators, and gym entrepreneurs must constantly adapt to meet evolving consumer demands. One of the most significant shifts in the fitness landscape is the growing demand for digital membership options.
Gone are the days when a gym’s revenue was limited to in-person memberships. Hybrid and online memberships are now an essential strategy for maximizing revenue, enhancing member engagement, and ensuring business sustainability. If your gym has yet to implement a digital membership option, you’re leaving money on the table and potentially falling behind your competition.
The Changing Landscape of Fitness Memberships
The pandemic accelerated the shift towards digital fitness, but even in a post-pandemic world, the demand for virtual training remains strong. Many consumers have become accustomed to the convenience of working out from anywhere, and even those who still love in-person training want hybrid options that allow for flexibility.
Consider these key trends shaping the fitness industry:
- Convenience is King – Consumers want fitness options that fit into their busy schedules, whether at home, in the gym, or while traveling.
- On-Demand Fitness is Thriving – Platforms like Peloton, Apple Fitness+, and Les Mills+ have demonstrated that members are willing to pay for high-quality digital content.
- Technology is More Accessible – With affordable streaming tools and apps, gyms of all sizes can now offer digital memberships without a massive investment.
- Recurring Revenue Models Work – Subscription-based services (like Netflix and Spotify) have conditioned consumers to pay monthly for valuable content. Gyms can use this same model for digital fitness offerings.
How Digital Memberships Add New Revenue Streams
Offering a digital membership option isn’t just about staying relevant—it’s about adding revenue streams that complement your existing business. Here’s how:
1. Attract and Retain a Wider Audience
A digital membership allows you to serve customers who may never set foot inside your physical gym. Consider:
- Former Members: Some members cancel due to relocation, schedule conflicts, or financial reasons. A lower-cost digital membership keeps them engaged.
- Traveling Professionals: Many business travelers struggle with consistency. A digital membership keeps them connected to your brand, even on the road.
- Stay-at-Home Parents: Parents with young children often struggle with gym attendance but may be willing to pay for virtual workouts.
- Remote Workers & Digital Nomads: More people are working from home or living nomadic lifestyles. They want flexible fitness solutions they can access from anywhere.
2. Increase Member Engagement and Retention
A hybrid membership—where members have both in-gym and digital options—creates a stickier experience. This means they are less likely to cancel, as they can maintain their fitness routine even when they can’t make it to the gym.
A few engagement strategies include:
- Offering on-demand workouts for days when members can’t visit in person.
- Creating live-streamed classes that mimic the energy of in-person sessions.
- Running hybrid challenges where members can track progress online while still engaging with in-person training.
3. Create Premium Digital Offerings
Beyond a basic membership, you can monetize digital services in multiple ways:
- Exclusive Online Workouts: Offer special video workouts only available to digital members.
- Virtual Personal Training: Provide one-on-one coaching sessions via Zoom or a training app.
- Nutrition Coaching & Habit Tracking: Many members want a full wellness solution. Digital nutrition programs can complement your fitness services.
- Subscription-Based Content: Charge a monthly fee for access to workout libraries, fitness guides, and live coaching sessions.
- Hybrid Membership Upgrades: Allow members to add digital access to their existing gym membership for an extra monthly fee.
4. Reduce Churn & Boost Lifetime Customer Value
When members have more ways to engage with your brand, they stay longer. The longer a member stays, the more they contribute to your bottom line. By layering digital services into your membership structure, you reduce churn and increase the total value of each member over time.
How to Set Up a Digital Membership Option for Your Gym
Launching a digital membership doesn’t have to be complicated. Here are six key steps to get started:
1. Choose Your Digital Platform
You need a reliable platform to host workouts and manage subscriptions. Consider using:
- YouTube (Private Memberships) – Low-cost but limited customization.
- Vimeo OTT – A great option for premium video content.
- Trainerize – Designed specifically for gyms and personal trainers.
- Kajabi or Teachable – Best for fitness courses and educational content.
- Your Own Gym App – Custom-branded solutions offer full control over member experience.
2. Create High-Quality Content
Your content needs to be engaging and valuable. Start by:
- Recording workouts with clear audio and professional lighting.
- Offering a mix of strength, cardio, yoga, and recovery sessions.
- Adding educational content, such as nutrition tips and mindset coaching.
- Keeping videos concise and energetic to hold members’ attention.
3. Set Up Pricing & Packages
Structure your digital membership with tiered pricing:
- Basic Digital Plan ($15-$25/month): On-demand workouts and live-streamed classes.
- Premium Digital Plan ($50-$100/month): Includes personal coaching, meal plans, and workout feedback.
- Hybrid Membership ($20-$50 add-on): Allows in-gym members to access digital content.
4. Market Your Digital Membership
To successfully sell digital memberships, you need an effective marketing strategy:
- Promote on Social Media – Use Instagram, Facebook, and TikTok to showcase digital workouts.
- Email Your Current Members – Let them know about hybrid options.
- Offer a Free Trial – Give potential members 7-14 days to experience your digital content.
- Run Targeted Ads – Use Facebook and Google ads to reach your ideal audience.
5. Optimize for Member Experience
Ensure a seamless user experience by:
- Making sign-up simple and automated.
- Offering easy access through a gym-branded app or website.
- Providing support via a private community or chat service.
- Continuously updating content to keep members engaged.
6. Track Performance & Adjust
Monitor key metrics to refine your digital offering:
- Subscription Growth: Are more people signing up?
- Engagement Rates: How often are members using the platform?
- Churn Rate: Are people canceling, and if so, why?
- Revenue Impact: How much is your digital membership contributing to total revenue?
Final Thoughts: Future-Proof Your Gym with Digital Memberships
The fitness industry is evolving, and gyms that fail to innovate risk getting left behind. Adding a digital membership option helps diversify revenue, engage more members, and ensure long-term success.
By adopting a hybrid model, you’re not just selling gym access—you’re selling an entire fitness lifestyle that can be accessed anytime, anywhere. Whether members prefer in-person training, digital workouts, or a combination of both, you’re providing a solution that fits their needs.
Now is the time to future-proof your gym business. If you haven’t launched a digital membership yet, the best day to start was yesterday. The next best day is today.
Need Help Setting Up Your Digital Membership?
If you’re unsure where to start, let’s connect! I specialize in helping independent gym owners and boutique studio operators launch profitable digital membership models. Reach out to learn how you can start generating new recurring revenue streams 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.
