Setting the right fitness club pricing strategy is crucial for success. With the right approach, you can strike a balance between offering accessible pricing and introducing more premium membership options that enhance your members’ experience and boost your bottom line.
In this guide, we’ll explore how gym membership pricing can be optimised to drive both member engagement and profitability, focusing on the power of premium add-ons.
Common Gym Membership Pricing Models
Before you implement a gym pricing strategy, it’s important to understand the landscape. Most fitness clubs use a combination of membership models to cater to diverse needs:
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- Fixed Membership Fees – A straightforward approach with a single price point.
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- Tiered Memberships – Multiple tiers, such as Basic, Gold, and Platinum, offering varying levels of access.
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- Pay-As-You-Go (PAYG) – Members pay per session or for specific facilities.
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- Premium Add-Ons – Specialised offerings like digital fitness solutions, exclusive classes, or high-tech equipment access.
The Power of Premium Add-Ons for Increasing Gym Revenue
One of the most effective ways to increase gym revenue is by offering premium gym membership add-ons. These add-ons give members more flexibility and access to enhanced services, such as exclusive group classes, personalised training sessions, or on-demand fitness solutions like BOX12.
According to IHRSA, fitness clubs that introduce premium services can see a 20% increase in overall revenue. Offering premium memberships allows your gym to stand out in a competitive market and attract members willing to pay more for a higher-value experience.
Benefits of Premium Add-Ons in Your Gym Pricing Strategy
1. Boost Gym Member Retention
By offering premium add-ons, you create a high-value membership experience that keeps members engaged. A report from ClubIntel reveals that gyms with enhanced membership offerings see retention rates increase by 12-15%, as members who invest in premium memberships tend to be more committed.
2. Increase Gym Member Engagement
Members are more likely to engage consistently when they have access to premium services like group fitness classes or on-demand fitness solutions. Research by Les Mills Global shows that group fitness participants are 26% less likely to cancel their membership, making it a valuable addition to your pricing strategy.
3. Upsell Gym Memberships
Offering premium services provides an opportunity to upsell gym memberships. Start members on a basic plan and gradually offer upgrades based on their preferences. A study by Deloitte found that 65% of members are likely to upgrade if offered tailored premium services, maximising your gym’s revenue potential.
4. Leverage On-Demand Fitness Solutions
Fitness operators are moving towards digital fitness solutions that allow members to work out on their terms. According to a report by Mindbody, 80% of fitness consumers value the flexibility of working out on their schedule.
Here are Some Examples of Premium Add-ons for Increasing Gym Revenue
1. Personal Training Sessions
Members can opt for premium add-ons that include a set number of personal training sessions each month. This can cater to various fitness goals, from weight loss to strength training.
2. Nutrition Coaching
Offer nutrition counselling and meal planning services as a premium membership add-on. This can include personalised meal plans, grocery lists, and ongoing support from a certified nutritionist.
3. Specialty Fitness Classes
Introduce access to exclusive classes, such as Boxing, Yoga, Pilates, or Dance. These can be offered at specific times or as a part of a series of workshops.
4. Wellness Programs
Provide wellness programs that may include meditation, mindfulness, or stress management workshops. These programs can help members focus on overall health and well-being, beyond just physical fitness.
5. Massage Therapy and Recovery Services
Offer recovery and wellness services like massage therapy, physiotherapy, or cryotherapy as premium add-ons, supporting members in their post-workout recovery.
6. On-Demand Fitness Solutions
Implement a solution like the BOX12 In-Club Studio, allowing members to access automated, on-demand workouts via digital screens in the gym. This flexibility appeals to busy members who may not be able to attend scheduled classes.
7. Access to Exclusive Equipment
Include access to specialised equipment or areas within the gym that are not available to regular members, such as advanced strength training machines, a designated functional training area, or unique training equipment like the BOX12 POD.
Leveraging BOX12 as a Premium Add-On to Drive Membership Revenue
BOX12 is an excellent example of a premium membership add-on for several reasons. Let’s take a look at a few:
Unique and Engaging Training Experience
BOX12 transforms the traditional gym experience by offering a unique, on-demand group training solution. Its automated, rolling circuits create a high-energy atmosphere, setting it apart from conventional gym offerings and appealing to members looking for variety in their workouts.
Increased Member Engagement
BOX12 keeps members motivated and highly engaged through the skill-based ‘boxing for fitness’ concept, turning exercise from a chore to a hobby. BOX12 customers have seen an increase in visit frequency among active users, and an increase in average length of stay by 4.5 months.
Flexibility and Convenience
BOX12 eliminates the need for fixed class schedules, allowing members to jump into workouts when it’s most convenient for them. This flexibility appeals to busy individuals and attracts a broader demographic, making it an attractive option for a premium add-on.
Enhanced Value Proposition
By integrating BOX12 as a premium membership add-on, fitness clubs can differentiate themselves in a competitive market. BOX12 helps position the gym as forward-thinking and member-focused, attracting new members and retaining existing members who seek more than just traditional gym services.
Revenue Generation
Introducing BOX12 as a premium membership add-on can significantly boost gym revenue. With members willing to pay more for niche fitness experiences, clubs can leverage BOX12 to increase revenue through premium bolt-ons and upsell packages.
Quality Assurance
Powered by virtual coaching screens, The BOX12 jump-in rolling circuit delivers best-in-class programming, making every workout feel like a headliner – every time. Members can enjoy highly effective, fun and engaging workouts at their convenience, without relying on the rockstar instructor.
Conclusion
To succeed in today’s competitive market, fitness club operators need a pricing strategy that balances affordability with high-value premium offerings. Offering premium add-ons not only boosts gym member retention and engagement, but also creates opportunities to increase gym revenue through upselling.
To learn more about how BOX12 can help increase your gym revenue whilst elevating your gym experience, contact us here.
