Extra revenue: raising average member spend

For a gym, generating extra revenue by raising members' average basket is both a strategic priority and an opportunity to improve the customer experience and overall revenue at the same time. In a fiercely competitive sector, adopting innovative strategies can make all the difference. Here are 5 effective levers for getting there.

1. Offer relevant additional services

Additional services are an ideal way to bring value to your members while increasing their average spend. A few examples to enrich your offer:

• Premium group classes: hot yoga, pilates, bootcamps… These exclusive options attract customers ready to pay for unique experiences.
• Personalised coaching: members often look for specific support in reaching their goals.
• Wellbeing areas: sauna, steam room or sports massage are much-appreciated additions.
• Sports nutrition: your members trust you to help them feel better, so offering nutrition matched to their goals makes complete sense.

Example: Fiilin, an innovative solution, offers a sports and protein drink machine connected to a mobile app. Members can order drinks suited to their nutritional needs, raising their average basket by 25 to 35%. That integration strengthens loyalty and creates a distinctive customer experience.

Other inspiring solutions

• Myzone: gamification and performance tracking to engage members.
• Club Connect: a custom app letting members add options or upgrade their membership directly online.
• exo: gamification and rewards for your members

2. Optimise the retail area

A well-designed shop can increase revenue per customer:

• Supplements: offer proteins, vitamins and isotonic drinks.
• Fitness accessories: yoga mats, lifting gloves and resistance bands are must-haves.
• Sportswear: the right kit increases impulse purchases.

Place these products in a well-lit space, strategically located near reception or along the main walkways.

3. Offer memberships and bundles

Attractive offers can encourage your members to spend more:

• An "all inclusive" pack: include group classes, coaching and wellbeing areas.
• Duo offers: offer reduced-rate memberships for two people.
• Prepaid cards: offer top-up cards giving access to additional services.

These options let you personalise the experience and widen your customer base.

4. Highlight the benefits for members

Communicate the benefits of your services effectively to maximise take-up:

• Health, wellbeing and nutrition: show how your services complement their sporting goals.
• Performance: explain how your equipment and services will help members reach their goals faster.
• Simplicity: present your gym as an all-in-one place to achieve their sporting ambitions.

5. Digital tools and gamification

Digital tools modernise the customer experience:

• Mobile apps: allow class booking, membership management and participation in challenges.
• Loyalty programme: award points on every purchase to encourage more spending.

Gamification: run competitions and leaderboards to motivate members.

Conclusion

To raise the average basket in a gym, combine additional services, sales optimisation and digital solutions. Players such as Fiilin, Club Connect and exo show that a well-designed strategy can turn a gym into a genuine social space. By adopting these practices, you maximise both customer satisfaction and your revenue, while positioning yourself as a market leader.