🧮 Calculate Your Revenue
Enter your gym's numbers to see projected revenue from memberships and secondary income streams. All fields are editable—play with the numbers to model different scenarios.
Your Projected Revenue
Monthly Membership
$22,500
Monthly Secondary
$4,300
Monthly Total
$26,800
Annual Revenue
$321,600
💡 Why Revenue Tracking Matters
Most gym owners know their member count and monthly dues. But that's only part of the picture.
Without tracking total revenue—including secondary streams like personal training, retail, and classes—you're flying blind. You might be leaving thousands on the table every month without realizing it.
Here's the reality: The fitness industry hit $35 billion in the US alone last year. The gyms capturing that growth aren't guessing at their numbers—they're tracking every revenue stream and optimizing constantly.
Understanding your revenue breakdown helps you answer critical questions:
- Are you over-reliant on membership dues?
- Is your PT program actually profitable?
- Where should you invest to grow?
- What happens if you lose 10% of members next month?
The gyms that survive long-term aren't the ones with the most members—they're the ones who know their numbers cold.
📊 Industry Benchmarks
How does your gym stack up? Here's what the data shows across the industry.
| Metric |
Industry Average |
| Revenue Growth Rate (2024) |
9.9% |
| Net Membership Growth |
5.5% |
| Member Retention Rate |
66.4% |
| Average Monthly Dues |
$50-65 |
| Secondary Revenue (% of total) |
15-25% |
| Revenue Per Square Foot |
$35-50/sq ft/year |
| PT Attach Rate |
10-15% of members |
Revenue Mix by Gym Type:
| Gym Type |
Membership % |
Secondary % |
| Budget (Planet Fitness, Crunch) |
90-95% |
5-10% |
| Mid-Tier (LA Fitness, Gold's) |
75-85% |
15-25% |
| Premium (Equinox, Life Time) |
60-70% |
30-40% |
| Boutique (OTF, F45) |
70-80% |
20-30% |
Sources: Health & Fitness Association 2025 Benchmarking Report, ABC Fitness, IHRSA
📈 How to Improve Your Revenue
Actionable tactics used by high-performing gyms to maximize every revenue stream.
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1. Increase Secondary Revenue to 20%+
If secondary revenue is under 15% of total, you're leaving money on the table. Add or promote PT packages, retail, nutrition coaching, or premium locker rentals.
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2. Optimize Your PT Attach Rate
Industry average is 10-15%. Top gyms hit 20-25%. Offer a free intro session to every new member—PT clients have 40% higher retention.
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3. Focus on Retention Over Acquisition
Acquiring a new member costs 5-7x more than keeping one. With 66.4% industry retention, even small improvements compound fast.
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4. Implement Tiered Pricing
Offer 3 membership tiers (basic, premium, VIP). Many members will self-select into higher tiers for amenities like towel service, guest passes, or premium classes.
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5. Monetize Dead Hours
10am-2pm weekdays are ghost towns. Offer discounted "off-peak" memberships or corporate lunch-hour programs to fill unused capacity.
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6. Track Revenue Per Member (RPM)
Go beyond total revenue. RPM = Total Revenue ÷ Active Members. This tells you if you're maximizing each relationship or just adding bodies.
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7. Reduce "Zombie Members"
67% of members rarely use their gym—they'll eventually cancel. Re-engage them with challenges, check-ins, or app notifications before they churn.
⚠️ Common Revenue Mistakes
After working with hundreds of gyms, these are the revenue killers we see over and over.
1
Underpricing Memberships
Racing to the bottom on price attracts price-sensitive members who churn fastest. If your service is better than Planet Fitness, your price should reflect that.
2
Ignoring Secondary Revenue
Membership dues are predictable but limited. Gyms that treat PT, retail, and classes as "nice to have" cap their growth ceiling.
3
No Revenue Forecasting
Flying month-to-month without projections means you can't plan for seasonal dips (summer, holidays) or capitalize on peaks (January).
4
Discounting to Fill the Gym
Heavy discounts attract members who leave when the deal ends. You've trained them to expect discounts forever.
5
Not Tracking Revenue Per Member
Two gyms with 500 members can have wildly different revenue. RPM shows you if you're building relationships or just collecting dues.
Need Help Optimizing Your Gym's Revenue?
Our team has worked with 400+ gym locations on marketing, operations, and growth strategy. If your numbers aren't where they should be, let's talk.
Get a Free Consultation
❓ Frequently Asked Questions
What's a good revenue per member (RPM)?
For mid-tier gyms, aim for $55-75/month per member when including all revenue streams. Budget gyms are typically $25-40, while premium gyms can hit $150-200+. If your RPM is close to your membership dues, you're missing secondary revenue opportunities.
How much should secondary revenue contribute?
Industry benchmarks suggest 15-25% of total revenue should come from non-dues sources (personal training, retail, classes, etc.). High-performing gyms hit 25-35%. If you're under 15%, there's significant upside available.
What's the average gym profit margin?
Well-run gyms typically achieve 10-20% net profit margins. Budget gyms operate on thinner margins (5-10%) but make up for it with volume. Boutique studios can hit 25-35% due to premium pricing and lower overhead.
How do I increase gym revenue without more members?
Focus on revenue per member: upsell existing members to premium tiers, increase PT attach rate, add retail/supplements, introduce specialty classes, and improve retention (keeping members longer increases lifetime value).
What's the best way to price gym memberships?
Use tiered pricing (3 levels) and price based on value, not competition. Research shows 40% of members pay below average—meaning 60% are willing to pay more. Test price increases on new members first.
Sources: Health & Fitness Association; ABC Fitness Benchmarking Data; ClubIntel Pricing Studies
🏆 What Top-Performing Gyms Do Differently
After analyzing data from thousands of gyms, these are the patterns that separate the top 10% from everyone else.
✓
They Track Everything Weekly
Not monthly. Weekly revenue reviews catch problems before they become trends. They know their numbers cold—RPM, churn rate, PT attach rate, revenue by stream.
✓
They Treat PT as a Profit Center, Not an Afterthought
Top gyms achieve 20-25% PT attach rates vs. the 10-15% industry average. They offer free intro sessions to every new member and follow up systematically.
✓
They Obsess Over Retention
With industry retention at 66.4%, top performers hit 75-85%. They know retention is cheaper than acquisition and have systems to re-engage at-risk members before they cancel.
✓
They Segment and Personalize
Different members want different things. Top gyms create targeted offers—group class packages for social exercisers, PT bundles for results-focused members, premium perks for high-earners.
✓
They Build Community, Not Just Facilities
Members who make friends at the gym stay 3x longer. Top gyms invest in community events, challenges, and social features that create stickiness beyond the equipment.
✓
They Price on Value, Not Fear
They don't race to match the cheapest competitor. They communicate value clearly and charge accordingly. Premium positioning attracts members who stick around.
Sources: Health & Fitness Association 2025 Benchmarking Report; ABC Fitness Consumer Insights; IHRSA Global Report; Wodify Fitness Business Benchmarking Report
