10 Proven Tactics to Earn More Per Member at Your Gym

Ready to find out how the top gyms in the world earn between $500 and $850 per member each month?

Today on “Run a Profitable Gym,” Chris Cooper reveals the latest leaderboard for average revenue per member per month (ARM) and explains exactly how the Top 10 gym owners earned their spots.

You’ll hear about 10 proven tactics used by the leaders, including bundling services, offering semi-private training, selling with the Prescriptive Model and using simple billing changes to boost revenue.

Coop also shares tips on referrals, pricing and niche specialization, and he explains why showing value is always more effective than cutting prices.

Tune in for actionable strategies you can apply immediately to raise your ARM and build a more profitable, sustainable business.

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1:51 - Increase rates, value and referrals

2:51 - Add PT and niche down

4:21 - Bundle high-value services

6:31 - Sell with the Prescriptive Model

7:03 - Strategic billing and location

Transcript

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The top 10 two-brain gyms in the world average$600 per member per month. In fact, every gym in the top 10 takes in more than$500 per month per client. And there are three that are over$600 per client per month, and one is over$800 per client per month. If you think my clients will never pay that, keep listening. I'm going to give you 10 tips to increase your ARM average revenue per member per month, plus some insight from our leaders. I'm Two Brain founder Chris Cooper, and this is our monthly leaderboard show. Hit subscribe so you don't miss a single tactical episode of Run a Profitable Gym. Now, average revenue per member per month, ARM, is a force multiplier. If you have just 100 clients, but they all pay you$500 a month, well, you can do the math on that. The best part is that increased ARM isn't tied to huge marketing spends or massive expansions or getting more equipment or anything like that. It's tied to solving problems and showing value. So here's exactly how to do that. Now, every month I break down for you what the top 10 gyms in Two Brain are doing. And I do this metric by metric. I don't do it by client headcount very often because that's not what makes your gym profitable. Client headcount times the average revenue that each client is paying, average revenue per member per month, ARM, is what does determines your top line revenue. And then if you subtract out your expenses from that, that will determine how profitable you are. But most gyms miss this critical piece. It's not how many members you have, if they're all underpaying, it's how many members you have times what they're paying that actually counts. Here's what the top 10 gyms in Two Brain are making per member per month right now. Number 10,$502 US per member per month. This gym is in the States. The tactic that you can use at this level is just increase your rates and be worth it. Increase your prices across the spectrum, deliver value, be worth it, and you'll increase your ARM. This gym is doing$502 per member per month, and this is a US-based gym. Our number nine gym this month is from Canada, but this is in US dollars, and they're making also$502 per member per month, but they're doing it slightly differently. And their top recommendation was to ask your high value clients to refer their high value friends and family. They dig deep on referral marketing. Their quote was, we hope to get all of the family from each of our members and their friends for life. We try to educate them and keep them for life. So they're active about their referrals. They're asking for referrals of the right people instead of just waiting and hoping and praying that that comes or offering a free month coupon or whatever. Number eight was$508 US. This is a US-based gym. Their tactic was to add personal training options if you don't offer it. If you do, prescribe it first in a way that solves problems. Their quote was, we are a semi-private slash personal training studio. We switched from group about a year and a half ago, and most of what we do is exactly what we've learned from Two Brain. This was an interesting quote from another leader on this leaderboard. They said, in the personal training model, we are one-on-one for 40 minutes. It's not a revolving door. We keep it personal, and we make an investment in every client. Our relationships and our education on how to coach people are huge. The seventh person on the leaderboard was earning$566 US per member per month, and their tactic recommendation was to niche down. Special expertise is worth more. This is why you pay more for a neuroscientist than you would for just a general scientist or a neurosurgeon more than you would pay for a general surgeon. A great leader quote was, people who are looking for a female trainer focused on strength find me because there are fewer in my area and Two Brain has been encouraging me to post more online on my personal and gym accounts. I rarely get someone coming in that isn't already sold. The social media has educated the prospect. The only ones who say no do it because of price but because of some newer offerings we can close them too. The sixth person on our leaderboard was earning$575 US last month per member per month. Their tactic was to Add a habits coaching option or add other high value services. Think beyond we're selling a group fitness program. I've got two great quotes from the leaders on this. The first said, we have an emphasis on group and semi-private. The second said, we are mostly one-on-one training, but just added small group and semi-private. There's different ways to get there. A lot of people that I talk to say, Two Brain is against group training. That's not it. What I'm against is gyms failing. If group training will get you there, we'll find a way to make it happen. We'll break down your P&L and actually make it work for you just the way we did for these people. Number five, this gym is earning$587 US per member per month. And the tactic they recommended was to bundle services into a high value package and use an on-ramp as the intro. Their quote was this, we try to get people in for a 21 day on-ramp and get them resold in the 21 days. We have a 90% resell rate. Another leader who did something similar said, nutrition, accountability, and private training are in our first offer that we make to people. In the sales booklet, we value stack everything. That means they combine services. The monthly retainer is fairly low at$500 for our Basecamp program, but it's an$1,100 value, and we show people that. And when people see that, they tend to re-up. The fourth person on our leaderboard, number four from the top, was earning$616 US per member per month. Their tactic was to offer special and consider targeting groups. Amazing. Number three on our leaderboard,$633 US per member per month. That's their average. And their tactic was to sell with a prescriptive model. Their quote was, we do prescriptive selling for the No Sweat Intro with in-body measurements. We write a plan for their fitness and nutrition. We are totally okay with them walking out and getting that plan. That's fine. We deliver a custom plan during the No Sweat Intro and they get a lot of value from the sales process. This encourages their confidence in us and boosts the No No like trust factor. Amazing. Number two, the second top ARM on the two brand leaderboard last month was$669 US per member per month. Their tactic was to bill biweekly instead of monthly or every four weeks instead of every month. Here's a quote from one of the leaders who's using a system like this with a wrinkle that solves problems for their avatar. They said, we bill on a four week cycle and they get eight sessions per month with two sessions per week. Amazing, super duper smart, right? Next, the leader. Number one on the Two Brain leaderboard last month was$854 US per member per month. Their tactic was to put your gym in the right location. This is especially important if you're thinking about opening a gym or considering changing addresses. If you are locked into a lease, you need to target the right people, people who can afford your service and see its value. That's a great quote, or that's a great suggestion from somebody who's earning$854 US per member per month. Their quote was, gives you some context. And let's face it, most gyms are actually undercharging. So that's our leaderboard for ARM from$502 to$854 per member per month. I've also given you 10 tactics that you can start using today to work toward these numbers. Plus you got proof that these tactics work. I've given you quotes from real gym owners who use these tactics to generate ARM over$500 instead of some random business coach who punched high average revenue into chat GPT and got a bunch of results that just don't work. I'm going to give you one more quote here. This person said, I have been using the golden hour ever since the two brain summit. I'm being the CEO versus being the everything. They're being the chief executive officer of their business instead of being the chief everything officer of their business. And now they continued, I spend more time on the marketing and sales and the trainers are coaching. I love that. The golden hour is set up to help you do one thing to grow your business before you do anything else. It's your daily appointment with the CEO. That's you. It can definitely help you drive up your ARM and earn more as a gym owner. To find out exactly how to boost ARM and use the golden hour to build a better business, book a call through the link in the show notes with me and my team. I'm Chris Cooper. Thanks for checking out this episode of Run a Profitable Gym.