The strategy revolves around increasing average revenue per gym member by implementing tailored approaches. One approach is to upsell premium memberships, creating tiered options with added benefits such as exclusive events, flexible payment plans, and targeted email campaigns. Staff training and social media promotions further boost uptake.
Another tactic is to introduce diverse fitness classes and personal training packages. Offering discounted bundles, featuring trainers on social media, and promoting success stories can attract members. Events like ‘bring a friend’ and seasonal challenges keep engagement high.
Expanding product and service offerings is also key. Selling branded merchandise, opening a smoothie bar, and offering wellness services create new revenue streams. Referral and loyalty programs incentivize purchases, while workshops and seminars increase value. Email newsletters and in-gym signage effectively promote these enhancements.
The strategies
⛳️ Strategy 1: Upsell premium memberships
- Create tiered membership options with additional benefits
- Highlight premium membership benefits on the website and in the gym
- Train staff to promote premium memberships during sign-ups
- Offer limited-time discounts or trials for premium memberships
- Provide testimonials from current premium members
- Develop a flexible payment plan for premium memberships
- Host premium-only events or classes to generate interest
- Utilise social media to showcase premium membership features
- Incorporate an easy upgrade process online and in-person
- Send targeted email campaigns promoting premium options
⛳️ Strategy 2: Introduce fitness classes and personal training packages
- Develop a schedule of diverse fitness classes
- Hire certified and experienced trainers
- Bundle fitness classes with standard memberships at a discount
- Offer introductory personal training sessions with new memberships
- Promote success stories of members who used personal training
- Utilise social media to feature fitness classes and personal trainers
- Create package deals for personal training sessions
- Host ‘bring a friend’ events to increase class attendance
- Incorporate feedback forms to improve class offerings
- Launch seasonal or challenge-based classes to keep members engaged
⛳️ Strategy 3: Expand product and service offerings
- Sell branded gym merchandise such as clothing and accessories
- Introduce a smoothie or protein shake bar in the gym
- Partner with local health food brands for exclusive deals
- Offer wellness services like massage, physiotherapy or nutrition counselling
- Create a referral program for members to bring in friends
- Set up a loyalty program with rewards for product purchases
- Host workshops or seminars on topics like nutrition and wellness
- Promote new products and services through email newsletters
- Utilise in-gym signage to highlight product and service offerings
- Incorporate an online shop on the gym's website for easy purchases
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
