21 Tried and Tested Ways to Increase Gym Revenue

Mar 20, 2024 - 15 min read
A diverse group of people giving thumbs up in a gym environment, looking happy and satisfied. (Ways to Increase Gym Revenue)

When you became a gym owner, you started with the goal of using your knowledge and skills to help others reach their fitness goals.

At the same time, you’re running a fitness business, which means you need to make money to cover the costs of running your gym.

These costs can include things like fixing and taking care of gym equipment, paying your staff, buying accessories, and keeping the place clean.

As gym owners, if your gym isn’t making enough profit, or just enough to keep going, it becomes tough to concentrate on what you really want to do, which is to help people become fitter and healthier.

However, to achieve this, you can’t just rely on the money from gym memberships.

You need to think creatively and find different ways to bring in more money. In this article, we’re going to share 22 ways to increase gym revenue so that you can diversify how your gym makes money, aiming to increase your profit in the long run.

1. Charge Drop-in Fees For Non-Members

A woman with pink trainers adjusting a barbell at the gym.

This involves charging non-members a fee to attend classes or use the gym facilities for a day or a single session.

It’s an easy way to earn extra income from people who aren’t ready to commit to a full membership but still want to use your gym occasionally.

It also introduces your gym to potential new members who might decide to join after trying out the facilities.

2. Sell Gym Merchandise

A bright blue gym bag with red sneakers, a water bottle, and small pink dumbbells on a pink background.

Develop a line of gym-branded merchandise, such as workout clothing, water bottles, gym bags, and fitness accessories.

These items can be sold directly at the gym, through an online store, or both. Ensure the products are of high quality and appeal to your members’ tastes and needs.

Regularly update your merchandise offerings to keep them fresh and engaging.

Selling branded gear does more than just generate additional revenue. It turns your members into walking advertisements when they use or wear your products outside the gym.

It also fosters a stronger sense of community and belonging among your members, as they proudly display their affiliation with your gym.

Plus, it taps into the loyalty of your members, who are often happy to support the gym they love.

3. Offer Nutrition Counseling

A woman in a yellow top discussing nutrition with a dietitian who is holding a tablet and a plate with fruits.

Offering personalized diet and nutrition counseling services can attract members who are looking for a holistic approach to fitness.

Since nutrition is a crucial part of achieving fitness goals, providing expert advice on diet plans can be a valuable service.

Members might be willing to pay extra for personalized nutrition guidance, meal plans, or ongoing support from a nutritionist.

4. Offer Monthly Paid Fitness Seminars

A woman presenting at a seminar or workshop to an audience in a business or educational setting.

Organize monthly seminars or workshops focusing on various aspects of fitness and health, such as injury prevention, advanced workout techniques, or stress management.

Utilize both in-house experts and guest speakers. Promote these events well in advance to maximize attendance.

Paid seminars add an educational layer to your services, offering members and non-members alike the chance to deepen their fitness knowledge.

This can attract a wider audience to your gym, including those who might not be interested in traditional gym memberships but are willing to pay for specific learning opportunities.

5. Do Affiliate Marketing

A woman presenting a product to a camera on a tripod, possibly for a vlog or product review.

Identify products or services that align with your members’ fitness and wellness goals.

Partner with these companies as an affiliate, where you earn a commission for referrals or sales generated through your gym.

This can be done through direct sales, special discount codes, or affiliate links on your website.

Affiliate marketing creates a passive income stream without the need for inventory or significant investment.

It also provides additional value to your members by recommending products or services that complement their fitness journey. For the best results, choose affiliates that align with your gym’s ethos and your members’ interests.

6. Rent Out Gym Space

A vibrant, modern gym interior with colorful lighting and a variety of exercise equipment.

Look for times when your gym isn’t very busy and let other people or groups use it for their activities, like personal trainers needing space for clients, or someone wanting to run a special fitness class.

You decide when the gym is available and how much to charge.

This approach makes money during times when your gym would otherwise be quiet. It also gets new people through the door, who might decide to join as full members.

Just make sure everyone knows the rules and prices for using the space to avoid confusion.

7. Offer Personal Training Services

A personal trainer attentively guiding a woman through a lunging exercise with dumbbells.

Give your members the option to work out with a personal trainer who can create workouts just for them.

You’ll need to find trainers who have the right qualifications or train your staff to offer personal training.

You can sell single sessions, bundles of sessions, or even group training sessions for a lower price.

Personal training lets members get a workout plan that fits their needs, helping them see results faster.

It’s a great way to make members happy and willing to spend more at your gym.

It also builds a strong community feeling if members start to see your trainers as their personal fitness buddies.

To help manage your personal training sessions, Virtuagym offers one of the best gym management software that can automate your scheduling, booking, and payments seamlessly.

8. Create a Paid 21-day Online Fitness Challenge for Members and Non-Members

Put together an exciting 21-day online fitness challenge that people can follow. This should include daily exercises, tips on eating healthy, and motivation to keep going.

Spread the word on social media, through emails, and on your website to reach lots of people.

An online challenge reaches out to people who might not be able to come to your gym in person, including those who live far away.

It brings everyone together, cheering each other on and building a community around your gym, even online. Plus, it’s a good way to make some extra money and maybe convince people to join your gym later.

9. Build a YouTube Channel and Monetize it

A woman performing an exercise in front of a camera, possibly recording a workout session for a video.

Start by creating a YouTube channel for your gym. On this channel, you can post workout videos, health and nutrition tips, and behind-the-scenes looks at gym life.

Once your channel gets enough followers and viewing hours, you can make money through YouTube’s advertising program, sponsorships, and promoting your own products or services.

A YouTube channel can help you reach people all over the world. Not only can it become a source of extra income through ads and sponsorships, but it also markets your gym.

People who like your videos might decide to join your online programs, buy your merchandise, or even visit your gym if they’re local.

Plus, offering quality content for free can build trust and show off your gym’s expertise.

10. Provide Customized Fitness Tools for an Additional Fee

A user interface for an AI personal training app, showing a conversation and workout statistics.

Create online tools or apps that members can use to track their workouts, get personalized workout plans, or log their nutrition.

You might charge a monthly fee for access to these tools or include them in higher-tier membership packages.

Digital tools add value to your gym membership by helping members stay on track with their fitness goals, even when they’re not physically in the gym.

It’s a way to keep members engaged and offer them something that not all gyms do. Plus, it can attract members who are interested in technology and data as part of their fitness journey.

For instance, you could provide an AI coach at a nominal monthly fee for members who prefer a more hands-off approach instead of a personal trainer.

11. Offer Remote Training Sessions or Workout Plans

A woman waving at her laptop screen, likely engaging in a video call or online meeting.

Use video calls or online platforms to offer online personal training sessions to people who can’t come to the gym.

You could also create and sell workout plans that people can follow on their own time. These services can be marketed to your current members as well as to a wider online audience.

Remote training sessions and workout plans allow you to reach a larger audience, including those who are too busy to go to a gym or live too far away.

This service can attract new customers and provide a flexible option for current members.

It’s also a great way to keep your trainers working and generating income, even when they can’t meet clients in person.

12. Expand Your Offerings through Classes such as Zumba, HIIT, Yoga, etc

A group of women doing a dance fitness class, looking energetic and in sync.

Add a variety of classes to your schedule, like Zumba, high-intensity interval training (HIIT), yoga, pilates, or group fitness classes.

These can be in-person classes or offered online. To attract interest, you might host a special event or free trial class for each new type of workout you introduce.

Offering a wide range of classes makes your gym appealing to a broader audience.

People have different fitness interests and goals, so the more options you provide, the more likely you are to attract and retain members.

Classes like Zumba or yoga can also become their own communities within your gym, fostering a sense of belonging and loyalty among members.

13. Build a Comprehensive Video Library with Subscription Access

A web interface for a fitness platform, showing a workout video with options to categorize and save changes.

Start by recording the teaching segments of every class, focusing on specific techniques, exercises, or routines. Over time, compile these recordings into an organized digital library.

This library can be categorized by skill level, type of exercise, or other relevant criteria to make it easy to navigate. Offer access to this valuable resource for a monthly subscription fee.

This strategy turns your gym’s expertise into a digital product that provides ongoing value beyond the physical space of the gym.

It’s especially appealing to members who want to improve at their own pace or may miss a class and want to catch up.

This library becomes a unique selling point for your gym, distinguishing it from competitors.

Moreover, it’s a scalable way to generate income; once the content is created, it can be sold repeatedly without significant additional costs.

Virtuagym allows you to create a customized video library that your members can pay to access.

14. Sell Nutritional Supplements

A smiling woman in a fitness attire flexing her arm muscles while holding a large green protein supplement jar.

Stock a range of nutritional supplements, including protein powders, ready-to-drink protein shakes, and recovery supplements.

These can be sold directly at the gym, through a dedicated area or webshop, or even online through your gym’s website.

Make sure to offer products that align with the fitness goals and preferences of your existing members.

Members often look for ways to support their fitness journey, and proper nutrition is a key part of that. By selling these products, you’re offering convenience and added value.

This not only generates direct sales revenue but also positions your gym as a one-stop shop for members’ fitness and nutritional needs.

Educating members about the benefits of these supplements can further drive sales.

15. Create a Referral Program

A man and a woman high-fiving each other in a gym, both wearing workout gear and smiling.

Implement a robust referral program that incentivizes current members to bring in new clients.

For example, offer a free month of membership, discounts on services, or gym merchandise for every new member that signs up based on a referral.

Make the process easy and straightforward, encouraging members to participate by sharing their positive experiences with friends, family, and colleagues.

People trust recommendations from friends and family more than traditional advertising. A referral program turns your gym members into ambassadors for your brand.

It’s a cost-effective marketing strategy because you’re leveraging the networks of your current members to reach potential clients.

Additionally, newcomers who join through referrals are more likely to stick around because they already have a social connection to your gym.

16. Partner with Local Businesses

A cheerful woman shaking hands with someone, indicative of a positive meeting or agreement.

Establish partnerships with businesses that share a target audience but aren’t direct competitors, such as health food stores, sports equipment shops, or wellness centers.

These partnerships could involve cross-promotional deals, shared advertising costs, or events that benefit both parties’ clientele.

For instance, you might offer discounts to the customers of your partner businesses, or vice versa.

Partnering with other businesses can significantly expand your reach and introduce your gym to potential members who are already interested in health and fitness.

It’s an opportunity to create a supportive community around wellness, adding value to your members’ experience.

These partnerships can also lead to shared events that generate buzz and excitement, further promoting your gym.

17. Create a Social Media Influencer Program

A group of young women taking a selfie together, smiling during a gym class.

Develop a program that collaborates with social media influencers to promote your gym on various platforms.

Choose influencers whose followers match your target demographic. The influencers can share their workouts, classes they enjoy, or any special events happening at your gym.

In return, offer them free memberships, exclusive access to services, or a fee for their promotional efforts.

Social media influencers have the power to reach thousands, if not millions, of potential clients through their platforms. Their endorsement can lend credibility and desirability to your gym.

When influencers share their genuine experiences and the benefits of your gym, their followers are more likely to consider joining.

This strategy can significantly increase your visibility and attract new members, especially among younger audiences who spend a lot of time on social media.

18. Install a Water and Snack Vending Machine

Two women using a vending machine, one is pointing at the display.

Place one or more vending machines in your gym, stocking them with water, healthy snacks, and perhaps even small fitness accessories like grip socks or sweatbands.

Choose a location that’s easily accessible, such as near the entrance/exit or in the waiting area.

A vending machine caters to immediate needs, providing hydration and energy boosts when needed. This is especially appealing in a gym setting where people often forget to bring water or a snack.

For gyms that host classes for children, having a vending machine is also a convenience for parents waiting for their kids.

This strategy taps into impulse buying, making it a consistent revenue stream with minimal effort once set up.

19. Focus on Member Retention

Two women at the gym high-fiving, likely celebrating a workout achievement or personal goal.

Implement strategies aimed at keeping your current members engaged and satisfied.

This could include regular feedback surveys, member appreciation events, or loyalty programs that reward members for their continued patronage.

Personalize the member experience as much as possible, whether through personalized fitness plans, recognizing member milestones, or simply greeting members by name.

Research shows that the expense involved in acquiring a new customer can be up to five times greater than the cost of keeping an existing one.

Happy, engaged members are more likely to continue their memberships and recommend your gym to others, creating a positive cycle of retention and referral.

By focusing on retention, you not only maintain a steady revenue stream but also build a strong, loyal community that supports your gym.

20. Offer Premium Packages

A man and a woman sharing a joyful interaction at a gym reception, possibly discussing membership or booking.

Premium packages can include a variety of enhanced services beyond the standard gym membership.

Examples include:

  • VIP Membership: Offer access to exclusive areas of the gym, priority booking for classes, and free personal training sessions.
  • Holistic Health Packages: Bundle gym access with services like nutrition counseling, spa treatments, or wellness workshops.
  • Family or Group Packages: Provide discounts for group sign-ups, making it more appealing for families or friends to join together.

Premium packages cater to different segments of your market by offering tailored solutions that meet diverse needs and preferences.

They provide a way for members to get more value from their gym experience, which can justify a higher price point.

These packages also help differentiate your gym in a crowded market, attracting members who are looking for a more comprehensive approach to health and fitness.

21. Increase Your Profit Margin

A hand displaying a fan of various U.S. dollar bills, indicating wealth or financial success.

Last but not least, you have to increase your profit margin.

Profit margin is how much money your gym keeps after paying for everything it needs to run, like rent, coaches, and equipment.

It shows how good your gym is at making more money than it spends. Here’s a simple look at what different profit margins mean for your gym:

Below 15% Profit Margin

When your gym’s profit margin is less than 15%, it means for every dollar you make, you keep less than 15 cents after paying all your bills.

This is tough because your gym is just scraping by, and there’s hardly any money left for emergencies or to make things better. You’re in what’s called “survival mode.”

15% to 29% Profit Margin

If your gym keeps 15 to 29 cents out of every dollar it makes, you’re doing better. You have a little extra money after paying bills, which can help you breathe easier.

You might start feeling some relief and can think about making small improvements. However, your gym is still vulnerable because the safety net is not big enough for big surprises or downturns.

30% or Higher Profit Margin

Gyms that keep 30 cents or more from every dollar they make are in a great position.

This means your gym is doing really well, and you have a good chunk of money left after covering all costs.

With this kind of profit margin, your gym can grow, save money for tough times, and spend on making the gym better.

This is the goal because it means your gym is stable, can sustain itself, and has room to grow.

Reaching a profit margin of 30% or higher means you need to be smart about how you spend money and find ways to make more money.

It could involve looking at what you charge, finding ways to cut costs without sacrificing quality, or adding new services that members are willing to pay for.

It’s all about making more money than you spend, in the smartest way possible.


In the competitive environment of the fitness industry, your gym business must diversify its income sources.

This is important because there might be times when not many new members sign up. Having more than one way to earn money means your gym can still bring in cash during these slower times.

If you don’t do this, it could be tough to keep your gym running, like keeping the lights on, paying for maintenance, and paying the people who work for you.

So go ahead and implement at least one of the 22 ideas mentioned in the article and track your growth in income for a few months. As you get comfortable implement more of these ideas.


How can I improve my gym’s profitability?

Enhance member experience through personalized training programs, incorporate diverse and trendy fitness classes, and leverage technology for efficient operations and member engagement.

How can I make more money at the gym?

Introduce premium services such as personal training, nutrition consulting, and spa services. Upsell memberships with add-ons like guest passes, merchandise, and supplements.

How can I increase my gym sales?

Focus on marketing and outreach through social media, community events, and referral programs. Offer promotions and discounts for new members or long-term subscriptions.

How do gyms become profitable?

Gyms become profitable by efficiently managing expenses, focusing on retaining members through exceptional service and continuously innovating by adopting the latest fitness trends and technologies.

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Carmen Blanco Moreno

Marketing ES

Carmen is part of Virtuagym's marketing team, where her dedication to fitness and her passion for marketing allow her to stay updated on the latest trends in the industry. Her commitment to wellness and her creativity aim to inspire others to adopt a healthy lifestyle.