8 Ways to Start Increasing Revenue at Your Gym This Month

2018-12-10T17:56:25+00:00August 19th, 2016|General Fitness, Gym owner|6 Comments

We talk a lot about member retention. It’s a huge concern for gym owners. Retaining existing members means more revenue and a growing business. But keeping your members isn’t the only way to grow your overall revenue. Getting your members to buy more in products and services also increases your gym’s revenue and grows your business.

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?

  • For a gym with 50 members, it’s $12,500 more annually.
  • For a gym with 75 members, it’s $22,500 more annually.
  • For a gym with 100 members, it’s $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.

1. Retail Items t shirts hung up

Selling retail items is one of the best ways to increase your revenue from your existing members. With industry markups as high as 100%, there’s plenty of money to be made in retail sales. Plus, many gym owners find that retail is the easiest way to make additional money. Once you stock the items, they sell themselves.
Whether it’s bottled water, supplements, snacks or clothing, your members will appreciate the convenience of buying these things from you. Also, if you’re selling it, they know you’re endorsing it

Be sure to check out these tips increase revenue from retail sales from our friends over at Sweat Angels.

2. Workshops

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.)

jump rope in gym

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? And 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, training sessions boost revenue and increase knowledge and skills that help with retention.

4. Boot Camps

Members are more motivated to workout 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 bikini season or a ‘New Year New You’ camp. 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 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 are only able to offer the services of a nutritionist on an appointment only basis, your members will appreciate the convenience and opportunity.

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.kids hanging bar

8. Childcare

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.

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, thus increasing your overall revenue.

Get insight into what thriving fitness studios around the world are doing to grow their revenue and run a successful business. Download your copy of our free Boutique Fitness Benchmark Report.

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  1. David September 11, 2017 at 7:32 pm - Reply

    Hi I have a gym of 10,000 sqf in a town of 6000 and we cant sell,anything to memebers
    they want to buy all there items at bodybuilding.com amazon,gnc Costco but here we
    have product that we can order from many companys,we have tanning to and they
    rather go to the town that’s about 15 min away and tan.So whats the best way do you
    think to work this,it just seams like no one wants to put that extra $1.00 in the gym
    it would be great for any help thanks

  2. David September 11, 2017 at 7:33 pm - Reply

    if anyone can help me on this that would be great thanks

    • Tiffany Houkom September 19, 2017 at 2:33 pm - Reply

      Hi David, have you made it simple for members to buy retail at your gym? Do you offer the ability for members to purchase retail on their own? What about an online retail store? If you’re interested in learning more about how Zen Planner can help simplify and expand retail sales at your gym, schedule some time chat with one of our Software Specialists: http://info.zenplanner.com/gym-software-live-demo. Thanks!

  3. Michael January 4, 2018 at 7:58 pm - Reply

    I’m going to be rather honest and blunt in my response to David; in effort to bring clarity and reality.

    David, it sounds to me like you are already defeated and struggle more managing your own objections. I can assure you no one would rather drive 15 minutes away to go to a different gym or tanning. However, if staff is rude they will. If you facility is outdated or uninviting they will. If they don’t know you exist they will. So first, how does your facility compare with this other facility they would rather go to?

    Second, how is your marketing. Are you marketing daily, weekly, and monthly? Do you know who your guests are? Past cancelled members? Member value/proposition statement is? Do you provide on boarding to strengthen relationships and improve comfort and encourage repeat business?

    We have 4 competing gyms in our area of about 20,000. Everyone of them is cheaper yet we remain the leader in our market? I even require a 12 month commitment and $150 early termination fee. I’m not worried about selling price or commitment. I also try to not make excuses for why not and focus more on solutions on how to instead.

    Hope this helps motivate you a little to think differently. If you are defeated your clients will pick up on this.

  4. Max April 30, 2018 at 7:42 pm - Reply

    Hello, my name is Max. Just opened our gym March 3rd of this year and the 1st month we were signing at least 5 to 10 people up a day. Now maybe 1 or 2 every other day and getting more cancellations than sign ups. I’m just one of the trainers but I can see where we need to adjust, and my voice would never be paid attention to over the owners. We need to expand, there’s no communication and our marketing is weak. Any suggestions on what i could do, because I see us slowly sinking?

    • Kinnick Wheaton May 30, 2018 at 4:42 pm - Reply

      Hello Max, that sounds frustrating. We have lots of useful blogs and resources around retention, as well as marketing. It sounds like your biggest issue right now is retaining the members you acquired from the beginning. Because it’s much cheaper to keep a gym member than acquire a new one, we always recommend starting here. Check out this blog, 3 Simple Ways to Improve Gym Member Retention and see if it has some useful information for you. If you want to dive deeper, download our complete retention guide at the bottom of the article. Let us know if this helps!

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