(What I See Working in the Best Gyms — and What’s Quietly Killing Revenue in the Rest)
Upselling is one of the most misunderstood skills in the gym business.
A lot of gym owners hear the word “upsell” and immediately think:
pressure
awkward conversations
pushy staff
uncomfortable members
cancellations waiting to happen
But the truth is this:
Upselling done the right way doesn’t feel like selling.
It feels like help.
And in today’s market, upselling isn’t optional anymore — because most gyms can’t survive on base memberships alone.
Here’s what I see:
The gyms that struggle aren’t always the ones with bad facilities…
They’re the ones leaving thousands of dollars per month on the table because they don’t have a clean system to move members into:
personal training
small group training
nutrition coaching
recovery services
premium memberships
specialty programs
retail + supplements
paid challenges
semi-private packages
And they’re not failing because they don’t offer these things…
They’re failing because they don’t know how to upgrade members without sounding pushy.
Let’s fix that.
Why Upselling Matters More Than Ever (Especially for U.S. Gyms)
If you’re a gym owner, you already know this reality:
Membership revenue is great…
until:
your rent increases
your payroll rises
your equipment breaks
your ads get more expensive
your lead flow slows down
cancellations spike in summer
competition offers “$10 down” deals
So here’s the key:
Upselling increases your revenue without increasing your overhead.
That’s the magic.
It increases:
revenue per member
average length of stay
results + retention
member satisfaction
staff income + morale
business stability
And the best part?
When it’s done correctly, members thank you for it.
The Biggest Lie Gym Owners Believe About Upselling
Most gym owners think upselling means:
“How do I convince this person to spend more money?”
But the gyms that really grow ask a different question:
“How do I help this person win faster?”
Because when someone joins your gym, they didn’t buy access to treadmills.
They bought a vision:
“I want to lose weight.”
“I want to feel confident.”
“I want to stop hurting.”
“I want to look better.”
“I want to be consistent.”
“I want to feel like myself again.”
Upselling is simply bridging the gap between what they want…
…and what they’ll actually do without support.
Here’s What I See: The 3 Types of Upselling (And Only One Works)
1) Pushy Upselling (Kills Trust)
This is when staff is trained to “close” everyone.
“You should do training.”
“You need the premium plan.”
“This offer expires tonight.”
“Let’s get you into a package.”
Even if the deal is good…
It feels transactional.
And members feel hunted.
2) Passive Upselling (Kills Revenue)
This is what most gyms do.
They offer training, but only if someone asks.
They mention upgrades, but never guide.
They hope members buy more.
And hope is not a strategy.
3) Consultative Upselling (Builds Revenue + Loyalty)
This is the sweet spot.
This is where the member feels like:
“This gym actually understands me.”
You’re not selling them more…
You’re prescribing the best path.
The Golden Rule of Non-Pushy Upselling
You don’t upsell products — you upsell outcomes.
Nobody wakes up wanting “12 sessions.”
They wake up wanting:
accountability
confidence
structure
speed
certainty
a real plan
So instead of saying:
- “Do you want to upgrade to training?”
You say:
- “If you want faster results and less frustration, here’s the best next step.”
That’s a completely different energy.
The Upsell Starts on Day 1 (Not Week 6)
One of the biggest mistakes I see is gyms waiting too long.
A member joins…
They get a keytag…
They do their own thing…
And then 60 days later you try to “sell” them training.
By then, they’ve already formed habits:
random workouts
inconsistency
confusion
no progress
boredom
dropout risk
Here’s what top gyms do:
They build upgrades into the onboarding process naturally.
Not as a pitch.
As a plan.
The “No-Pressure” Upsell Framework That Works in Any Gym
If you want a clean way to upsell without being pushy, use this 4-step system:
Step 1: Ask Better Questions
Your upsell success is directly tied to your questions.
Examples:
“What made you join right now?”
“What have you tried before that didn’t work?”
“What’s your biggest challenge staying consistent?”
“If we fast-forward 90 days, what needs to be different?”
“On a scale of 1–10, how serious are you about changing this?”
When you ask like a professional…
You earn the right to recommend like a professional.
Step 2: Diagnose the Real Problem
Members usually think their problem is:
“I need motivation”
“I need a better workout”
“I need to lose weight”
But what they really need is:
structure
accountability
coaching
tracking
consistency
confidence
And once you identify that, the upsell becomes obvious.
Step 3: Prescribe the Best Solution
This is the moment where you lead.
Example:
“Based on what you told me, the fastest way for you to get results is 2 sessions per week for the first 8 weeks. That gives you structure, accountability, and momentum.”
Notice what’s missing?
No begging.
No pressure.
No awkwardness.
Just leadership.
Step 4: Offer Two Choices (Not Yes/No)
Here’s a big secret:
Never ask members “Do you want this?”
Because people default to “not now.”
Instead, give them two good options.
Example:
“Most members in your situation choose either the 8-week jumpstart program or the semi-private option. Do you want the faster path or the more budget-friendly path?”
That feels supportive — not salesy.
What I See Working Right Now: 10 Upsell Methods That Increase Revenue Without Being Pushy
1) Upsell Through Progress Checks
If you’re not doing progress reviews, you’re missing upgrades.
Every 30 days ask:
“What’s working?”
“What’s not working?”
“What’s your biggest frustration right now?”
Then recommend the next step.
2) Use “Micro-Commitment” Upsells
Instead of selling a huge package…
Start with:
1 paid session
7-day trial
2-week jumpstart
starter bundle
Small yes → bigger yes.
3) Bundle Your Offers (So Members Don’t Have to Think)
People don’t want 10 separate decisions.
They want a plan.
Bundles that sell:
Training + Nutrition
Semi-private + InBody scans
Premium membership + recovery
“New Member Kickstart” package
4) Build Tiered Memberships That Sell Themselves
Tiered memberships are the cleanest upsell system on earth.
Example:
Basic: access
Plus: access + classes + recovery
Pro: includes coaching / check-ins
Elite: includes training sessions
This makes upgrading feel normal.
Not like a “sales pitch.”
5) Upsell With a “Result Path” Wall or Chart
In the gym, visuals sell.
Create a simple sign:
If your goal is fat loss → do this
If your goal is strength → do this
If your goal is muscle → do this
Members will literally walk themselves into upgrades.
6) Use Success Stories (The Ethical Way)
Don’t just post transformations.
Tell the story of the process:
what they struggled with
what changed
what support helped them
what program they used
That creates demand without pressure.
7) Upsell Through Specialty Programs
Programs are easier to sell than “training.”
Examples:
“6-Week Strength Reset”
“Busy Parent Transformation”
“Back Pain Fix Program”
“Summer Lean Down”
“Glutes + Core Builder”
People love programs because they feel like an event.
8) Retail Upsells That Don’t Feel Salesy
Retail should support results:
protein
hydration
straps
bands
apparel
recovery tools
Teach staff to say:
“This helps with your goal because…”
Not:
“Want to buy this?”
9) Teach Your Team One Phrase That Changes Everything
This phrase removes pushiness instantly:
“Based on what you told me…”
Examples:
“Based on what you told me, training twice per week will keep you consistent.”
“Based on what you told me, nutrition coaching will be the missing link.”
“Based on what you told me, semi-private will give you structure without the full cost.”
That phrase makes it about them, not your revenue.
10) Upsell Through Staff Confidence (Not Scripts)
Here’s what I see constantly:
Staff doesn’t upsell because they don’t believe in it.
They think:
“I don’t want to bother people.”
“I don’t want to seem pushy.”
“They’ll say no.”
“I’m not a salesperson.”
But here’s the truth:
If you truly believe your service improves someone’s life…
It’s not pushy to offer it.
It’s irresponsible not to.
The 5 Upsell Mistakes I See That Quietly Kill Gym Revenue
Mistake #1: Waiting for Members to Ask
They won’t.
They don’t know what they need.
You do.
Lead them.
Mistake #2: Only Upselling at the Front Desk
Front desk upsells can help…
But coaching upsells close.
The trainer/coach should be driving upgrades through results.
Mistake #3: No Process for New Members
If you don’t have a structured “first 30 days” plan…
You lose upgrades.
And you lose members.
Mistake #4: Trying to Sell Everything to Everyone
Upselling works best when it’s targeted.
Match the offer to the person.
Mistake #5: Treating Upselling Like a One-Time Event
Upselling is not a one-time pitch.
It’s an ongoing service conversation:
onboarding
check-ins
milestones
plateaus
new goals
The Simple Upsell Script That Works (Without Pressure)
Here’s a clean script you can train your team on:
“Let me ask you something — what’s the #1 thing you want to improve over the next 90 days?”
(listen)
“Got it. And what’s been getting in the way of that?”
(listen)
“Based on what you told me, the fastest way to get there is [solution]. Most members who want [goal] do best with [offer]. Do you want the faster option or the budget-friendly option?”
That’s it.
No pressure.
No gimmicks.
Just leadership.
Final Thought: The Best Upsell Is the One That Feels Like Care
If you want to increase gym revenue without being pushy, remember this:
Members don’t leave gyms because they were offered too much…
They leave because they got ignored.
They joined hoping for change.
And if nobody guided them…
They drift.
Upselling is how you keep them on track.
It’s not about squeezing money out of people.
It’s about delivering the best version of your gym — to the people who need it most.
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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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