We talk a lot about member retention.
When you work to retain existing members, the payoff is a steady stream of revenue for your gym.
But keeping members isn’t the only way to stabilize and grow your overall revenue. Getting your existing members to buy more products and services also increases your gym’s revenue and grows your business.
Products & Services To Grow Your Gym Revenue
Think about it this way:
If you could add an extra $25 per member per month to your overall monthly revenue, how much more would you bring in annually?
- 50 gym members = $15,000 more annually
- 75 gym members = $22,500 more annually
- 100 gym members = $30,000 more annually
If you’re not already working to increase your revenue per member, you could be leaving a lot of money on the table. So let’s look at ways to capture that revenue and grow your business.
8 Revenue Generators for Your Gym
1. Retail Items
Selling retail items is one of the best ways to increase revenue by relying on existing membership.
With fitness industry markups as high as 100%, there’s plenty of money to be made in retail sales. Many gym owners find that retail is the easiest way to make additional money.
Once you stock the items, they basically sell themselves — with the help of a software with retail management, of course.
Whether it’s bottled water, supplements, snacks, or clothing, your members will appreciate the convenience of buying these things from you. Plus, if you’re selling it, they know you’re endorsing it.
Check out these tips for increasing revenue from retail sales, depending on your fitness focus (there’s plenty of crossover between business types):
Want to help members break through a plateau? Give them the tools to mix up their training routines.
Workshops help you earn more revenue and boost your retention at the same time. The more knowledge and tools a gym member has, the more successful they will be. And that success correlates with greater retention.
When it comes to planning workshops, think about the questions you’re often asked and use them as a starting place:
- Will I get bulky if I lift heavy?
- What is an IIFYM eating plan?
- How much cardio should I do?
- What supplements should I take?
- How do I prep for a fitness competition?
The list goes on.
If you don’t have the knowledge to lead a specific workshop, reach out to your network. Often, industry professionals will lead a workshop (for free) in exchange for access to your members.
For example, a massage therapist could host a workshop on foam and trigger point rollers for mobility, and a competition prep coach could give an overview of the fitness competition space.
3. Personal Training
Like workshops, personal training sessions boost revenue and increase knowledge and skills that help with retention.
4. Boot Camps
Members are more motivated to work out during certain times of the year, and offering boot camps to capitalize on that momentum will help you earn more revenue.
For instance, you could easily add a boot camp to prepare for the New Year’s bump in memberships. Other fun ideas, depending on where you live, include a winter sports prep camp and a summertime beach boot camp.
5. Body Comp Assessments
Offering body composition assessments for a small fee can bring in more revenue, especially if you tie them into a complimentary service like a nutrition plan or set of personal training sessions.
6. Nutrition Plans
Like trainers, nutritionists can join your gym on a freelance basis and provide additional income for you and a service for your members. Even if you offer nutritionist services on an appointment-only basis, your members will appreciate the convenience and the opportunity to learn more about a well-rounded diet.
7. Massage Therapy
Do have extra space you can lease out to a massage therapist or other complimentary service provider? Bodywork goes hand-in-hand with fitness and wellness and would be a great service offering at your gym.
If you don’t already offer childcare, consider adding it for an additional fee. You can charge by the week, month, or day. If you don’t have space now, keep your eyes open for a way to expand or rent adjoining space in your building.
Offer More to Existing Gym Members
As a busy gym owner, it’s easy to look at marketing and member retention as the only focus points for revenue growth. But you should not overlook increasing your revenue per member as a way to grow your business.
If it’s an option for them, gym members will buy more services and spend more money in house, increasing your overall revenue.
Article originally published July 2019 and updated May 2022.
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