In the world of independent gyms and boutique studios, the difference between scraping by and thriving often comes down to one critical number: Average Revenue Per Member (ARPM). Most gym owners focus on new member acquisition as the primary growth driver, but in truth, boosting ARPM through strategic, low-cost add-ons can be the smarter, faster, and more profitable play.
The key lies in offering membership enhancements that cost little to implement but deliver a strong value perception, creating high-margin revenue streams and deepening the member relationship. These aren’t just upsells—they’re loyalty builders.
Here are three powerful, low-cost add-ons you can roll out quickly to increase your ARPM and improve your bottom line:
1. Nutrition Coaching (High Perceived Value, Low Cost to Deliver)
Why it works: Fitness and nutrition go hand-in-hand. Most members struggle not with what to do in the gym, but with what to do in the kitchen. Offering basic nutrition coaching as an add-on solves a big pain point while positioning your gym as a comprehensive wellness provider.
Implementation ideas:
Offer weekly or bi-weekly 15-minute nutrition check-ins via Zoom or in-person.
Use software like MyFitnessPal, Trainerize, or Precision Nutrition ProCoach to automate meal logging and accountability.
Create tiered packages: “Nutrition Basics” for general guidelines, or “Nutrition Intensive” for more customized plans.
Price point:
$49–$99/month depending on the depth of service.
Your cost:
Low. One staff member (a certified coach or trainer with a nutrition cert) can manage many clients using templated plans and automated software.
Why it’s high-margin:
Minimal time investment + software automation = high return. Most of the revenue is retained by the business.
2. VIP Locker Access or Equipment Upgrade Pass
Why it works: Everyone loves exclusivity. A VIP locker room, towel service, or priority access to popular equipment or classes can feel like luxury at a small added fee. This creates a boutique feel and gives high-paying members a reason to stay longer and refer friends.
Implementation ideas:
Designate a few lockers as “VIP” with secure, reserved access and amenities like toiletries, branded towels, and better lighting.
Include priority booking for classes or training times.
Offer an “Equipment Upgrade Pass” that includes perks like early access to new equipment or special training sessions.
Price point:
$10–$25/month for VIP locker access or $15–$30/month for an equipment or experience pass.
Your cost:
Negligible. You already have the infrastructure—you’re just packaging it differently.
Why it’s high-margin:
You’re monetizing space and convenience, two things that cost almost nothing but carry premium perceived value.
3. On-Site Child Services (Limited, Scheduled, and Strategic)
Why it works: Childcare is a huge barrier for many parents wanting to work out. By offering limited and well-managed child services during peak hours, you create a powerful solution that sets your gym apart from competitors and makes you a family-friendly destination.
Implementation ideas:
Offer a “Kid Zone” pass where children can be safely entertained in a supervised room for up to 1 hour.
Hire part-time help during key hours (e.g., 8–11 AM and 4–7 PM).
Include this as an optional $25–$49/month add-on, or bundle it into a Family Membership plan.
Price point:
$5–$10 per visit or unlimited for $39–$49/month.
Your cost:
Part-time childcare wages + basic setup of a small, fun space.
Why it’s high-margin:
Even with part-time wages, the cost is more than covered by the added revenue. Plus, this add-on drives new member acquisition through family referrals.
Bonus Add-On Ideas to Increase ARPM Even More
InBody or Body Composition Scan Membership: $20–$30/month for regular assessments.
“Weekend Warrior” or “Off-Hours” Add-Ons: Charge for premium weekend or early morning access.
Personal Training Lite: One 30-minute PT session/month for $39–$59/month to stay connected to coaching.
Towel & Water Service: $9.95–$14.95/month to enhance convenience and class.
How to Sell These Add-Ons Successfully
- Offer a trial week or first month free so members can experience the value.
- Train your front desk and sales team to ask about the member’s goals and match them to add-ons.
- Bundle add-ons into new memberships to increase immediate ARPM at sign-up.
- Promote them in-app, via email, and on social media to current members as part of your monthly campaigns.
Final Thoughts
Independent gym owners and boutique studio operators have an edge that big-box gyms don’t—the ability to be nimble, creative, and personal. These low-cost, high-margin add-ons are not only excellent ways to increase average revenue per member, they also deepen loyalty, extend member lifespan, and differentiate your gym in a crowded market.
Remember: the goal is not to nickel-and-dime your members—it’s to provide meaningful upgrades that enhance their experience and results. When done right, everyone wins.
Want help implementing these strategies or building custom add-on menus for your gym? Reach out anytime—I’m here to help. Contact Jim here.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.
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