For many gyms, the default approach to growing revenue is straightforward: get more members.
But across the industry, a different pattern has emerged.
As fitness industry mentors like Chris Cooper of Two-Brain Business point out, gyms built around providing coaching, structured programs, and additional services like small group training, recovery, and digital offerings generate significantly more revenue per member than those that don’t.
This is why, for many successful gyms such as Planet Fitness, Equinox, Crunch Fitness, etc, memberships are just one part of the revenue equation. A significant share of revenue now comes from services beyond monthly dues.
In fact, top-performing gyms generate 30–40% of revenue from non-membership services. By packaging services, leading gyms are able to generate $365 to $800+ per member- far beyond the typical base membership fee.
The math is simple: doubling revenue per member is often easier — and faster — than doubling your membership base.
In this blog, we’ll cover 7 practical revenue growth strategies to help you increase revenue per member, including coaching programs, small group training, recovery services, retail, and digital add-ons, drawing on examples from successful gyms and insights from industry experts. We’ll also look at how to prioritize and track these initiatives, so your team focuses on what actually drives revenue.
What Actually Drives Gym Revenue Growth in 2026?
In practice, three operational levers tend to drive the biggest revenue gains.
| Revenue Lever | What It Means in Practice | Example |
| Average Revenue Per Member (ARPM) | Increasing how much each member spends beyond their base membership | Small group training, coaching programs, recovery services |
| Program & Service Participation | Moving more members into paid services or structured programs | 6–8 week strength programs, weight loss challenges, PT packages |
| Facility & Class Utilization | Turning existing space, equipment, and class capacity into revenue | Filling empty class spots, monetizing studio hours, booking recovery sessions |
For example, your gym might already have:
- empty spots in group classes
- members interested in personal training but unsure where to start
- unused gym hours during mid-day
When these areas are structured into revenue-generating programs or services, the gym increases income without needing to dramatically increase membership numbers.
The seven strategies in this guide focus on exactly that: unlocking revenue opportunities that already exist inside your facility.
1. Introduce Recovery Services
Recovery services are one of the fastest ways to increase what each member spends, without adding a single new membership.
Many members are looking for ways to support recovery, reduce soreness, and improve performance alongside their workouts.
In a Forbes article, Jim Rowley, CEO of Crunch Fitness, explains that prospective and current members are no longer just asking about equipment at their gyms. Instead, they’re asking:
- “Do you offer mobility and stretch-focused classes?
- Is there space to recover after training?
- Can someone show me how to take care of my body post-workout?”
This shift reflects a broader change: members are no longer just looking for a place to work out they’re looking for a complete fitness and recovery experience.
For gym operators, that creates an opportunity to increase revenue per visit without significantly increasing staff workload.
Why this works?
Recovery services are typically:
- quick to use (10–20 minute sessions)
- easy to package as add-ons
- appealing to both athletes and casual members
Because of this, they often generate consistent incremental revenue from each member who utilizes them, rather than being a one-time purchase.
For example, a member might pay a monthly fee to access your recovery lounge, or book a weekly massage session as part of their routine. Over time, these types of recovery-focused offerings can significantly boost the total revenue you generate from that gym member, increasing their lifetime value to your gym.
| Recovery Service | How Gyms Typically Monetize It |
| Compression therapy | Per-session booking or bundled into a recovery add-on |
| Infrared sauna | Premium membership tier or monthly add-on |
| Cold plunge / contrast therapy | Recovery membership, packages, or limited-session access |
Many gyms are already building recovery into their core offering. At Crunch Fitness, dedicated “Relax & Recover” areas give members access to recovery-focused spaces and services as part of their in-gym experience.
Meanwhile, premium clubs like Equinox, Lifetime Fitness, etc have expanded their recovery offerings to include infrared saunas, mobility tools, and advanced recovery options — often bundled into higher-tier memberships.
How to implement?
Recovery services work best when they are clearly integrated into the gym experience. Start with:
- one or two high-demand options (such as compression therapy or sauna)
- simple pricing (per-session or monthly add-on)
- easy booking through your member app or front desk
Operationally, recovery services can quickly become difficult to manage without the right systems, especially when it comes to scheduling, capacity, and member access. With SHC’s Recovery solution, gyms can:
- allow members to book recovery sessions directly in the app
- manage equipment availability and time slots
- integrate recovery into the same system as classes and training
This helps turn recovery into a structured, trackable revenue stream, rather than a loosely managed amenity.
Impact on ARPM: Members using recovery add-ons typically increase monthly spend by $20–$50, with no change to base membership.
2. Launch Small Group Training
Small group training is where the revenue-per-member model really shows its math.
It sits between personal training and traditional group classes: members get coaching and accountability, but the cost is shared across several participants. For gyms, this model significantly increases the revenue generated from each member’s engagement.
Why this works?
Instead of one trainer working with one client, a coach works with several members at once.
| Training Model | Revenue Per Session |
| 1-on-1 PT session | $80–$120 |
| Small group (6 people × $30) | $180 |
A coach working with six members at $30 each generates more than a one-on-one session at $120, and members pay less individually. The retention impact is equally significant: a study by the ukactive Research Institute found that members who regularly participate in group training have up to twice the lifetime value of gym-only members.
For instance, at Gold’s Gym locations in Newburgh and Middletown, group training has become a core part of their growth strategy.
Gold’s Gym owner Don Murphy explains:
“All the research shows that nailing group workouts is key to driving retention and winning member referrals — it’s been a real game-changer for us.”
Life Time Fitness also runs several structured group coaching formats across its clubs, focused on goals such as strength development and metabolic conditioning.
How to implement?
Small group programs perform best when they are clearly defined. Start with:
- a specific goal (e.g., beginner strength, fat loss, barbell training)
- limited group size (typically 4–8 people)
- a structured timeline such as a 6–8 week program
The key is ensuring the experience feels more coached than a standard class, otherwise members will compare it to regular group fitness pricing.
Impact on ARPM: A member paying $30 per session twice a week adds $240/month on top of their base membership, without you needing to hire an additional trainer.
3. Offer Digital Coaching Add-Ons
Digital add-ons prove the revenue-per-member thesis most directly: zero new floor space, zero new members, more revenue.
Not every member wants more time in the gym, but many are open to additional guidance outside of it. Members are already comfortable paying for digital fitness — the average digital fitness user spends around $138 per year. For a gym with 500 members, even partial adoption quickly becomes a meaningful additional revenue stream.
Why this works?
Digital coaching creates a low-cost, scalable way to increase revenue per member. Members can receive:
- workout programs
- habit tracking
- accountability check-ins
- progress monitoring
This makes it easier for them to stay consistent, even when they’re not in the gym.
Drawing from his work with a U.S. gym operator, fitness industry expert and Retention Guru, Dr. Paul Bedford notes:
Members who added digital services — even with low usage — showed better retention than those who didn’t.
For instance, Equinox offers its Equinox+ platform, combining in-club access with digital classes, coaching, and content.
Similarly, Planet Fitness provides on-demand workouts through its app, PF+, helping members stay engaged beyond the gym floor.
This creates an additional revenue layer without requiring more floor space or equipment.
How to implement?
Start with a simple extension of what you already offer:
- record and offer on-demand versions of popular classes
- introduce live-stream sessions for members who can’t attend in person
- offer basic coaching or programming as a paid add-on
The key is making access easy.
Many gyms now integrate digital offerings directly into their member experience, for example, with gym management software like SHC’s On-demand and Live Streaming solution, you can deliver classes, programs, and virtual sessions through your app, keeping everything in one place for members.
Impact on ARPM: A $15–$30/month digital add-on adopted by even 20% of your membership base creates a recurring revenue stream that requires no additional staff or space.
4. Offer Childcare or Kids Fitness Programs
One of the most common reasons members skip workouts is simple: they don’t have childcare. For parents, even a 60-minute workout can be difficult if there is no safe place for their children during that time.
This is a retention problem hiding in plain sight. Solving it doesn’t just improve the member experience; it creates its own revenue stream.
Why this works?
Childcare removes a practical barrier that prevents many parents from using their membership consistently. And consistent members are retained members. Gyms that offer childcare or youth fitness programs often see higher visit frequency and stronger retention among family memberships.
Beyond retention, childcare opens additional revenue opportunities:
- hourly childcare services
- family membership tiers
- kids fitness classes or camps
| Example Childcare Scenario | Value |
| Parents using childcare weekly | 40 |
| Average childcare fee | $20 per visit |
| Weekly revenue | $800 |
Over a month, that becomes $3,200 in additional revenue, while also making the gym more accessible for families.
Industry data from IHRSA has historically shown that only a small percentage of gyms offered structured children’s programs or dedicated kids spaces, highlighting along-standing gap in the market.
Many gyms already use childcare as both a retention and revenue lever. Gold’s Gym locations often include dedicated childcare areas, allowing parents to work out while their children are supervised, making regular visits more realistic.
Family-focused clubs like Life Time Fitness offer dedicated childcare spaces and youth programs inside their facilities. Parents can check their children into supervised activity areas while they work out, which encourages longer visits and more frequent gym usage.
How to implement?
If childcare fits your facility and market, start with a simple structure:
- offer childcare during peak hours (early mornings, evenings)
- price it per visit or include it in family memberships
- consider youth programs like kids fitness camps
The biggest operational challenge you would want to avoid here is coordination – managing bookings, safety information, and communication with parents.
Impact on ARPM: Family memberships with childcare access typically command a 20–35% premium over standard individual memberships, while also increasing visit frequency.
5. Build Corporate Wellness Partnerships
Corporate partnerships flip the member acquisition model. Instead of bringing in members one at a time, you bring them in by the dozen, with predictable, recurring revenue attached.
Local businesses are increasingly investing in employee wellness initiatives, and gyms are well positioned to support those programs.
Why this works?
Companies often want to provide wellness benefits for employees but prefer working with local fitness partners rather than building programs themselves. This can include:
- discounted corporate memberships
- employee fitness challenges
- lunchtime group workouts
- mobility or stress-reduction sessions
| Example Corporate Partnership | Value |
| Employees enrolled | 60 |
| Monthly membership price | $50 |
| Monthly revenue | $3,000 |
These partnerships can also introduce the gym to entire workplace communities, increasing referral opportunities. Gyms like Crunch Fitness have leaned into community and accessibility by offering corporate membership programs and partnerships.
How to implement?
Corporate partnerships usually begin locally. Start by:
- reaching out to nearby businesses with wellness programs
- offering a simple discounted membership package
- hosting a free introductory workout or wellness event for employees
The goal is to build relationships with organizations that can bring multiple members into the gym at once, creating a stable and scalable revenue stream.
Impact on ARPM: Corporate members are typically lower-churn and less price-sensitive than individual members acquired through promotions, making them disproportionately valuable over a 12–24 month horizon.
6. Develop a Retail Strategy
Retail is one of the most overlooked revenue opportunities in gyms. Many facilities sell apparel, but the offering is often limited or poorly promoted.
Why this works?
Members already visit the gym regularly. Retail simply allows gyms to capture purchases related to their fitness routines. Popular retail items that gyms sell include:
- supplements and protein powders
- branded gym apparel
- protein drinks or smoothies
- recovery tools such as foam rollers or massage balls
Even small purchases add up over time.
| Example Retail Scenario | Value |
| Members purchasing retail monthly | 80 |
| Average purchase | $20 |
| Additional monthly revenue | $1,600 |
Because members are already in the facility, retail often requires minimal additional marketing effort.
Many Orangetheory Fitness studios sell branded apparel, water bottles, and fitness accessories directly at the studio front desk. These items serve both as merchandise and as a way for members to connect with the brand while generating additional revenue for the location.
How to implement?
Retail tends to perform best when it is visible and relevant to members. Start with:
- a small, curated product selection rather than a large inventory
- placing displays near the front desk or check-in area
- focusing on products members already use during workouts
Some gyms also bundle retail items into program packages or challenges, which can further increase participation and sales. The key is treating retail as a deliberate part of the member experience, rather than an afterthought sitting on a shelf.
Impact on ARPM: Even modest retail adoption (15–20% of members making one purchase per month) adds a reliable $1,500–$2,000 in monthly revenue with near-zero acquisition cost.
7. Launch a Smoothie or Beverage Bar
A smoothie or beverage bar is one of the most practical ways to increase per-visit spend inside your gym.
Members already finish workouts looking for something quick — hydration, protein, or recovery. A well-placed smoothie bar captures that demand inside your facility instead of losing it to nearby cafes.
Why this works?
Unlike many services, a smoothie bar creates frequent, repeat purchases. Members may not buy PT every month, but they might buy:
- a post-workout shake
- a protein smoothie
- a recovery drink
multiple times per week. That consistency makes it a strong contributor to overall revenue.
Many gyms, from boutique studios to large clubs, have introduced smoothie or juice bars near the exit or lounge area. These setups encourage post-workout purchases, especially when integrated into the overall member experience.
How to implement?
Start small and focus on convenience:
- offer a tight, high-demand menu (protein shakes, recovery smoothies)
- place the bar near exit or recovery areas
- test simple bundles (e.g., post-workout shake packages)
The biggest unlock here is reducing friction.
When members have to wait in line or pay separately, many simply skip the purchase.
That’s where integrated ordering becomes important. For example, with solutions like SmoothieNow, members can pre-order, customize, and pay for their smoothie directly through the gym app and pick it up when ready, removing queues and making repeat purchases more likely.
Impact on ARPM: A member buying two smoothies a week at $8–$10 each adds $70–$90/month in per-visit spend — purely by capturing demand that previously walked out the door.
How to Prioritize Revenue Growth Strategies?
Not all revenue strategies need to be implemented at once.
The key is to focus on what will create the most impact with the least operational friction, especially if your team is already stretched.
A simple way to prioritize is to look at three factors:
- Ease of implementation (how quickly you can launch it)
- Revenue potential (impact on revenue per member)
- Speed of results (how quickly you’ll see returns)
Where to Start?
| Strategy | Ease of Implementation | Revenue Potential | Speed of Results |
| Small Group Training | Medium | High | Medium |
| Recovery Services | Medium | High | Medium |
| Retail / Smoothie Bar | Low–Medium | Medium | Fast |
| Kids Programs / Childcare | Medium | High | Medium |
| Digital Coaching | Medium | Medium | Medium |
| Corporate Partnerships | Medium | Medium | Medium |
If you’re looking for quick wins, start with:
- retail or smoothie sales
- simple add-ons or services that require minimal setup
If you’re aiming for long-term revenue growth, focus on:
- small group training
- structured programs
- recovery services
The goal is not to do everything at once, it’s to build one revenue stream at a time and execute it well.
Conclusion
For most gyms, revenue growth comes from making better use of what’s already in place.
The members, the space, the services, they’re already there. The difference is how well they’re structured, packaged, and consistently delivered.
As this blog shows, increasing revenue per member isn’t about one big change. It’s about:
- improving how members engage with your services
- creating clear pathways into higher-value offerings
- and building systems that make all of this repeatable
You don’t need to implement all 7 strategies at once. Start with one the one that feels most practical for your team and execute it well. Then build from there.
Where most gyms get stuck?
The challenge isn’t usually knowing what to do. It’s making these strategies work consistently without adding operational complexity.
That’s where having the right systems in place makes a difference, whether it’s managing bookings, promoting programs, tracking participation, or tying everything back to revenue.
If you’re looking to implement these strategies in a way that’s structured and scalable, it helps to see how it would work in your own gym. You can explore how platforms like SHC support everything from class bookings and personal training to recovery, retail, and digital services — all in one place.
Common Questions About Increasing Gym Revenue
How can gyms increase revenue without raising membership prices?
Gyms can increase revenue without raising membership prices by increasing revenue per member — through services like small group training, recovery offerings, retail, and digital coaching — while making better use of existing space, staff, and member demand.
What are the most profitable services for gyms?
Some of the most profitable gym services include:
- small group training
- personal training programs
- specialty fitness programs
- recovery services
- coaching-based transformation programs
These services generate higher revenue per member while improving retention.
How do gyms increase average revenue per member?
Gyms increase average revenue per member by offering additional services such as coaching programs, small group training, recovery services, and structured fitness programs that encourage members to invest more in their fitness journey.
