Use Cross-Selling and Upselling to Drive More Revenue at Your Gym

Research shows that smart upselling and cross-selling can drive up to 42% more revenue from existing customers. That’s revenue from people who already walk into your gym every day — no extra ad spend needed.

“Upsells and cross-sells tap into the second two ways and are the easiest way to generate both additional income as well as a deeper relationship with members.”

– Casey Conrad, fitness industry sales consultant via IHRSA.

Whether you run a boutique studio or a large facility, your members already trust your brand. The opportunity? Offer more value that improves their experience — while boosting your bottom line.

In this blog, we’ll show you how to use upselling and cross-selling to grow gym revenue — and how tools like  SHC Fitness Software make it easy to execute. Let’s dive in.

What’s the Difference Between Cross-Selling and Upselling?

Let’s start with the basics — because while the terms often get tossed around together, cross-selling and upselling are two different approaches. And knowing how to use both can help you maximize the value you offer to your gym members — and increase your revenue in a way that feels natural, not forced.

• Cross-selling is when you recommend a related product or service a member might benefit from. For instance, a member signs up for classes, and you offer a nutritional coaching package to support their goals.
• Upselling is when you encourage a member to upgrade or purchase a higher-value option. For example, a member has a standard gym membership, and you offer them an upgrade to include unlimited group classes or personal training sessions.

An everyday example of cross-selling and upselling would be your average burger order! Ordering a burger and being offered fries — that’s cross-selling. Being asked to upgrade it to a meal combo — that’s upselling.

It’s that simple — and the same principles apply to your gym.

Why Cross-Selling and Upselling Work in the Gym Environment?

Gyms are uniquely positioned to make cross-selling and upselling feel natural, useful, and even welcomed by members. 

Unlike traditional retail where cross-selling and upselling can feel pushy, in fitness spaces, these strategies often help members reach their goals faster, stay consistent, and feel more connected to the gym community.

Here’s why it works so well in this setting:

• Members already trust your brand: You’ve already done the hard work of getting them through the door. They’ve experienced your space, your trainers, your classes — so when you suggest an add-on or upgrade, it doesn’t feel like a cold sell.
• There are plenty of natural touchpoints: From onboarding sessions to monthly check-ins, to casual conversations on the gym floor — there are many perfect moments to introduce cross-selling and upselling in a friendly, non-intrusive way.
• It deepens engagement and loyalty: Members who use multiple services — like classes, personal training, nutrition coaching, or in-gym retail — tend to stick around longer. Why? Because they’re invested, both financially and emotionally. They see your gym as a central part of their lifestyle, not just a place to work out.
•  It boosts your revenue without more marketing spend: Attracting new members is expensive. But encouraging an existing member to upgrade or add a service? That’s low-hanging fruit. Cross-selling and upselling allow you to increase revenue per member — a key metric for long-term profitability — without spending on ads or promotions.

Identify What You Can Cross-Sell and Upsell

You don’t need to reinvent the wheel. Start with services and products that align with what you already offer. Think of what your members already love — and how you can help them take things a step further.

Let’s break down some tried-and-true cross-selling and upselling ideas that many successful gyms of all sizes are using:

Cross-Sell Ideas:

Branded Retail & Gear: Sell fitness apparel,  protein bars, supplements, water bottles, yoga mats, resistance bands, and supplements — especially items that tie into your programs. For instance, after a strength training class, staff can recommend a recovery drink or foam roller available in your retail section.

Personal Training: A classic and effective cross-sell. Members who attend group classes might want 1:1 attention to refine technique or reach a specific goal.

Wellness & Recovery Services: Help your members train smarter and recover better. Think cross-selling: massage therapy, cryotherapy, infrared saunas, or nutrition coaching.

Nutrition Plans or Meal Prep Services: Partner with a local nutritionist or meal prep company to offer ready-to-go plans. It’s a great value-add for members aiming for body composition or performance goals.

Fitness Challenges or Events: Run monthly challenges or community events that members can join for a small fee — often bundled with merchandise or coaching add-ons.
Example: A 10-day “Summer Shred” challenge that includes custom meal plans and a branded T-shirt.

Specialty Workshops or Clinics:  Offer skill-specific sessions like a “Beginner’s Kettlebell Workshop” or a “Posture & Core Clinic.” Members attending regular classes may be interested in one-off learning. Or run seasonal challenges (e.g., a 6-week strength program) with a fee. These foster community and give members a goal to work toward.

Upsell Ideas:

Membership Upgrades: Offer tiers with added benefits like unlimited classes, spa access, priority booking, or guest passes. Pitch it as convenience + value, for instance : “For $XX more per month, unlock unlimited classes and priority bookings — never miss a spot again!”

Premium Class Experiences: Offer small group training, multi-club access, or advanced-level classes as part of a premium package.

Class packs → Unlimited access: If someone attends 8 classes a month, offer them a deal on unlimited.

Add-On Services for Existing Plans: Think towel service, locker rentals, or nutrition consultations — small additions that enhance the experience for a modest fee.

Larger PT Packages: Upsell personal training clients with bigger session packs or specialty plans (e.g., sports-specific training or rehab-focused sessions). The more sessions they commit to, the better results — and better retention for you.

How to Introduce These Offers Without Being Pushy?

Here’s how to make your cross-selling and upselling offers feel natural and appreciated: 

1. Start with Member Goals

Every member has a reason for walking through your doors — whether it’s building strength, losing weight, improving mobility, or simply feeling better day to day.

Use those goals as your starting point.

• During onboarding or regular check-ins, ask: “What are you working towards right now?”
• Use intake forms, onboarding sessions, or casual check-ins to learn about their goals.
• Keep this info accessible to staff via your member management software.
• Make recommendations that connect directly to their goals.

2. Use Your Gym Software for Personalized Offers

This is where technology can really shine. With SHC Fitness Software, you can easily:

• Track member activity (classes attended, visits, goals).
• Send personalized messages based on their behavior.
• Recommend relevant services or products at just the right time.

Make It Easy to Say “Yes”

If it takes more than a couple of clicks, most people won’t bother. That’s why SHC Fitness Software is designed to make purchasing, booking, and communication super easy for your members.

From in-app bookings to automated reminders and on-the-spot payments, you can promote cross-sells and upsells in a way that’s seamless for both your team and your community. With our gym management software, you can:

• Track member activity, class attendance, and purchases.
• Send personalized offers through push notifications, SMS, or email.
• Let members book PT sessions, buy branded gear, or sign up for workshops directly from their phones.

• Make it easy for staff to send follow-ups, check in on goals, or promote new offers without manual effort.

For instance, if a member consistently books yoga classes, you send them a friendly message through the app using SHC: “Hey Jamie, love seeing you in yoga! Check out our new yoga mats and mobility workshop — both are designed to enhance your flow.”

It’s thoughtful, timely, and relevant — and that’s the sweet spot.

3. In-Gym Promotion 

Sometimes, a simple reminder in the gym environment can spark curiosity. Try:

• Use friendly signage or posters near check-in desks or locker rooms.
• Display offers on digital screens or member kiosks.
• Encourage front-desk staff to mention gym discounts and offers in conversation, especially when a member expresses interest or a need.

For instance, you can add a sign near the recovery area that reads: “Feeling sore? Our 15-min sports massage helps speed up recovery — book at the desk or through the app.”

4. Train Your Staff to Listen First

Your team is on the front lines — and they’re the best ambassadors for your services.

• Train them to listen actively to member needs and goals.
• Encourage storytelling — sharing real examples of how another member benefited from a service.
• Share real-life success stories: “Sarah used to skip leg day because of knee pain, but since joining our mobility class, she’s been crushing every workout.”

These personal stories build trust and spark interest.

5. Limited-Time Offers 

Everyone loves a good deal — especially when it feels exclusive.

• Promote limited-time gym discounts on service upgrades or class packages.
• Offer premium members early access to new programs or gear.
• Run seasonal promos (e.g., summer fitness challenges, New Year goal boosters).

Timing Is Everything: When to Cross-Sell or Upsell?

Even the best gym deals can fall flat if the timing isn’t right. No one wants to be pitched a PT session while they’re trying to beat their deadlift PR or chug water between sets. But when the moment is right? Cross-selling or upselling can feel like exactly the support your member needs.

Let’s break down the best times to introduce an offer — moments when your members are most open, receptive, and likely to say “yes.”

1. At Sign-Up

First impressions matter, and when a new member signs up, they’re pumped. They’re motivated, goal-focused, and looking for ways to succeed. This is the perfect time to offer a bundle or introductory gym deals that enhances their membership from the start.

2. During Goal pr Progress Check-Ins

Whether it’s a formal review or a casual “How’s it going?” from a trainer, moments of progress are prime upsell opportunities. When members feel proud of their achievements, they’re often eager for the next challenge or way to enhance results.

3. Post-Workout 

After a great class or training session, endorphins are high, and members are feeling accomplished. Trainers can take this moment to recommend gear, recovery tools, or even additional classes that build on what they just did.

4. Seasonal Pushes

Certain times of the year — New Year’s, summer prep, post-holiday resets — naturally drive fitness motivation. These are perfect opportunities to run time-limited promotions and themed offers that feel relevant and timely.

Conclusion

If you’re going to introduce cross-selling and upselling offers, they need to be smooth — for both your team and your members. That’s where health club management software like SHC can make operations a lot easier. 

With SHC’s mobile-friendly platform, members can book classes, schedule personal training, run gym marketing campaigns, and purchase extras — all from a branded app that feels like an extension of your gym. Plus, SHC’s reporting tools show you exactly what’s working and where you’ve got room to grow revenue — no guesswork needed.

Cross-selling and upselling should feel seamless — and with SHC, it does.