So many gym owners convince themselves that their members are watching their spending, so they shouldn’t encourage them to buy extras.
It’s a reasonable assumption, especially when the cost-of-living crisis has dominated the news for the past few years. However, the data tells a very different story.
People are still spending money on their health and wellness. In fact, they’re spending more than ever before.
UK Gym Industry Growth: What the Data Says About Member Spending
Reformer pilates studios are fully booked weeks in advance. Weightlifting isn’t just for bodybuilders anymore. Electrolyte brands are everywhere, and a new wellness product seems to launch every other week. The culture around health has shifted, and the numbers back it up.
Despite real economic pressure, the UK’s health and fitness industry generated £5.7 billion in revenue in 2024, with 11.5 million people now holding a gym or leisure membership. People aren’t cutting back on their health. For a large part of the population, it’s become one of the last things they’d give up when times are tough.
Why Your Gym’s Members Aren’t Spending More with You
Think about your typical member. They visit three or four times a week. They’re motivated, they’re engaged, and they’re already sold on the value of being part of your gym.
Now think about how easy it is for them to book a personal training session, sign up for a class, or upgrade their membership.
If the answer involves chasing down a member of staff, filling in a paper form, or navigating a clunky online system, that’s friction. Friction kills sales, even when someone genuinely wants to buy.
Your members are spending money on fitness regardless, on kit, on supplements, apps, and on services they could be getting from you. Nearly a quarter of UK gym-goers increased their fitness spending between 2024 and 2025, so the opportunity is already there. The question is whether you’re making it easy enough to capture it.
Three Gym Software Features That Directly Increase Revenue
Booking should be effortless
If a member has to ask at reception to book a class or a PT session, some of them simply won’t bother. But if they’re able to book in 30 seconds from their phone at 10pm on a weeknight, they’ll do it.
Easy, self-serve booking fills spaces that would otherwise sit empty and increases how often members engage with your wider offering. More touchpoints mean more revenue and more reasons to stay.
Payment should be seamless
Stored payment methods, automatic renewals and one-click purchases aren’t luxuries; they’re expectations. When someone decides they want to buy, the last thing you want is a clunky checkout experience that gives them time to doubt what they’re doing.
Additional revenue streams (classes, personal training, and retail) can account for 10-20% of total gym turnover, so smooth payment processes are key to making sure that revenue arrives in your bank account.
Upgrading should be easy
Tiered memberships are one of the most effective ways to grow revenue without signing up new members. When members can clearly see what they’d get by stepping up and when upgrading is as simple as a couple of taps, many of them will do it. Especially if the upgrade aligns with a goal they’re already working towards.
The key is making the path obvious and the process simple. A well-timed prompt after a member hits a milestone or has attended a certain number of classes can feel genuinely helpful rather than salesy.
How to Increase Gym Revenue Without Increasing Your Membership Base
This is an important distinction. The gym owners who grow their revenue aren’t the ones with the smoothest sales patter or the most members coming through the door; they’re the ones who’ve removed the barriers between what their members want and how they get it.
Your members already believe in what you do. The best thing you can do for your bottom line (and for them!) is to make sure that when they’re ready to take their fitness journey to the next level, your gym is the easiest place to do it.
ClubRight is the go-to gym management software that takes care of everything from managing memberships and billing to class bookings and online joining – plus a whole lot more. Give us a call today on +44 (0)203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 1000+ fitness businesses across the UK.
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