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6 Ways To Increase Your Gym’s Profit

Steve Grant shares six strategies that you can adapt to reduce your gym’s expenses and increase profit.

With the cost of paid Facebook and Google Marketing increasing again in 2025, as well as the cost of gym insurance, staff wages and commercial rent going up, it’s imperative that gym owners consider new and creative ways to increase profit, in order to avoid facing extinction! Here are six simple strategies.

1. Raise Your PRices

While it may seem counterintuitive, increasing your prices will almost always lead to higher profits. Evaluate the market value of your services, compare it with your competitors, and consider increasing your prices by CPI, at a minimum. However, be mindful of striking a balance between affordability and quality to ensure your members feel they are getting good value for their investment.

2. Introduce Paid Trials

Offering free trials can attract potential members, but it can also be financially draining. Instead, consider implementing a paid 7 to 14-day trial, where you value-stack lots of extras. This approach will help cover wages while also discouraging people who are not genuinely interested in committing to your gym.

3. Focus on member retention

Retaining existing members is crucial for long-term profitability. Implement strategies to enhance member satisfaction, such as personalised training plans, regular progress tracking, and attentive customer service. Additionally, create a welcoming community atmosphere that encourages camaraderie and fosters a sense of belonging among your members.

4. Implement a structured referral program

Word-of-mouth marketing is one of the most powerful tools for gym growth. Develop and implement a structured referral program that rewards the participation of both existing members and referred individuals. Offering incentives like discounted memberships, exclusive classes, or merchandise can motivate members to actively promote your gym to their friends and family.

5. Focus on core services

Evaluate your gym’s offerings and identify which services generate the most revenue. Streamline your operations by eliminating underperforming or marginally profitable services. By focusing on your core offerings, you can allocate resources more efficiently, reduce costs, and enhance overall profitability.

6. Bring sales in-house

Outsourcing sales may seem convenient, but it can also be expensive and less effective. Instead, invest in training your own staff to handle sales and member acquisition. Equip them with the necessary knowledge and tools to effectively communicate the benefits of your gym, convert leads into members, and upsell additional services or products.

Increasing your gym’s profitability requires a strategic approach that focuses on optimising revenue while maintaining excellent customer experiences. By implementing these seven strategies – increasing prices, killing trial offers, leveraging the full benefits offered by your CRM, prioritising member retention, establishing a structured referral program, streamlining services, and bringing sales in-house – you can enhance your gym’s financial success and build a strong foundation for long-term growth. Remember, consistency and continuous improvement are key to sustainable profitability in the fitness industry.