How can gyms increase their revenue using personal training software?

Thankfully, we're all getting back together in real life, working up a sweat, and benefiting from the power of being part of a community. However, as long as brick-and-mortar gyms only focus on in-person training, their business earning potential will always be limited by time, capacity, and engagement during opening hours. 

Activating in-gym opportunities to drive revenue is often complicated and time consuming. Members usually already use the gym space during billable hours, and the time taken to organise events, competitions, or seminars frequently doesn't deliver a return on investment aside from engaging existing, dedicated members. 

Here are a few ideas of how gyms could increase their revenue by utilising personal training software to extend their reach and remit:

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Create more TIME: Increase earnings outside of gym opening hours

• Offer supplemental training to existing members: Whether you charge members monthly or by the session, each member's earning capacity is limited during these hours. Consider offering supplemental training members can follow outside of classes in the gym or at home. This could help them develop a new skill, enhance their strength, or focus on rehabilitation if they return from injury. These programs can earn extra revenue, but if members put in extra work, they're also more likely to get results and stay as members for longer.
• Offer a light version of programming members can follow at home: Your members likely have a different timetable than they are used to. They may work from home for a few days and commute to London for the rest, but they may have difficulty attending in person as often as they'd like. Consider offering a light version of programming members can purchase on the side that they can follow at home on days they can't make it to the gym. Perhaps there is a 1-2 week version they could follow on holiday, or there's a class they want to attend but is currently at total capacity.
• Reignite your relationship with past members: Do you know what your past members are up to? They may have only left due to financial constraints, moving house, or an injury. Consider reigniting your relationship with those who have gone by offering a cheaper, remote-only program for them to follow.

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Increase CAPACITY virtually: Increase your geographical footprint by offering remote membership options

• Sell bitesize sample programming to prospects: Allow potential members to pay a small, one-off fee to get a taste of what they could get from your classes/trainers. This could be a two-week example program or a 12-week strength cycle. You could also give these away for free, but if you charge for them, you'll be more likely to get quality leads interested in your gym and investing in their own health and fitness.  
• Sell remote-only memberships: Not everyone can afford a full gym membership, and not everyone lives near your gym. Consider selling a remote-only membership to those who live too far away and cannot attend the gym in person. This can be lower than your in-person membership, but technology can also support building a community of remote members 24 hours a day. This would dramatically increase the gym's geographical footprint and give you a pool of prospects that may upgrade to a gym membership. 
• Sell programming to other gyms: Great, complex programming is complicated, time consuming, and valuable beyond measure. Consider offering a program in different locations if your gym or trainers are well-known.  

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ENGAGEMENT: Explore ways of engaging members outside of opening hours to sell services and aid retention 

Provide digital onboarding for new members: New gym members are often nervous about joining a new gym. Gym owners could automate providing introductory information to new members to help them settle in.  Think of introductory guides or videos on key movements, an introduction to the coaches, or invitations to upcoming events. 

How about sending them surveys that trigger relevant upsell opportunities - perhaps help with shoulder rehabilitation, or maybe they're postpartum and would benefit from purchasing a pelvic floor strengthening program?

Even better, consider offering new members a beginners program, depending on their goals, to purchase and help them get started. 

Members are usually most enthusiastic when they first sign up, and with more support in the early days, they are also more likely to stay. 

‍Provide access to supplementary programming all year round: Your members' circumstances will change throughout the year, and it's hard to keep on top of them on an individual level. Remind your members regularly that they can purchase one-off programs to support their progress; in this way, you're here to help outside of opening hours.

Gyms looking to increase their revenue and expand their reach should embrace the potential of personal training software. By leveraging technology, gyms can break free from physical space limitations and operating hours, offering members a more flexible and personalised experience. Supplemental training, remote membership options, and digital engagement tools provide new revenue streams and strengthen member loyalty and retention.

As the fitness industry evolves, those gyms that adapt by integrating personal training software will be better positioned to grow their business, enhance member satisfaction, and build a vibrant, extended community both inside and outside the gym.