For a gym, increasing the average basket of members is a strategic challenge and an opportunity to improve both the customer experience and overall revenue. In a highly competitive sector, adopting innovative strategies can make all the difference. Here are 5 effective levers for achieving this goal.
1. Offer relevant additional services
Additional services are an ideal way to bring value to your members while increasing their average spend. Here are a few examples of how you can enrich your offer:
Premium group classes: Hot yoga, pilates, bootcamps... These exclusive options attract customers willing to pay for unique experiences.
Personalized coaching: Members are often looking for specific support to help them achieve their goals.
Wellness areas: Sauna, hammam or sports massages are popular additions.
Sports nutrition: Your members trust you to make them feel better, so it makes sense to offer them a nutrition package tailored to their goals.
Example: Fiilin, an innovative solutionFiilin offers a sports and protein drink dispenser connected to a mobile application. Members can order drinks tailored to their nutritional needs, increasing their average basket by 25-35%. This integration strengthens loyalty and creates a unique customer experience.
Other inspiring solutions:
Myzone : Gamification and performance tracking to engage members.
Club Connect : A personalized application enabling members to subscribe to options or upgrade their subscriptions directly online.
exo : Gamification and rewards for your members
2. Optimize store space
A well-designed store can increase revenue per customer:
Food supplements: Offer proteins, vitamins and isotonic drinks.
Fitness accessories: Yoga mats, bodybuilding gloves and resistance bands are a must.
Sportswear: Appropriate clothing increases impulse sales.
Place these products in a well-lit area, strategically located near the reception desk or high-traffic areas.
3. Offer subscriptions and bundles
Attractive offers can encourage your members to spend more:
All-inclusive package: Include group classes, coaching and wellness areas.
Duo offers: Offer reduced-rate subscriptions for two people.
Prepaid cards: Offer rechargeable cards to access additional services.
These options make it possible to personalize the experience and broaden the customer base.
Promote member benefits
Communicate effectively on the benefits of your services to maximize adoption:
Health, wellness and nutrition: Show how your services complement their sporting objectives.
Performance: Explain how your equipment and services will help your members achieve their goals more quickly.
Simplicity: Present your venue as an all-in-one place to achieve their sporting ambitions.
5. Digitalisation and gamification
Digital tools modernize the customer experience:
Mobile applications: Book courses, manage subscriptions and take part in challenges.
Loyalty program: Offer points for every purchase to encourage them to spend more.
Gamification: Offer competitions and rankings to motivate members.
Conclusion
Pour augmenter le panier moyen dans une salle de sport, combinez services additionnels, optimisation des ventes et solutions digitales. Des acteurs comme Fiilin, Club Connect ou encore exo montrent qu’une stratégie bien conçue peut transformer une salle de sport en un véritable espace de vie. En adoptant ces pratiques, vous maximisez à la fois la satisfaction client et vos revenus, tout en vous positionnant comme un leader du marché.
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