Hybrid Memberships: Health-Care Savings and Huge Revenue

A personal trainer spots a client on a seated lat-pulldown machine.

You, gym owner, keep people healthy and save governments money.

That’s the conclusion of a report recently made public by the Fitness Industry Council of Canada.

A head shot of writer Mike Warkentin and the column name "Pressing It Out."

To get the report “The Impact of Our Sector: A Health Valuation of Sport and Physical Activity in Canada,” you’ll have to pump your email address into this web page.

“By working with global experts in the analysis and valuation of activity, we have been successful in estimating the volume of health conditions that were averted through consistent physical activity by the Canadian population in 2019,” the report states.

The big numbers:

  • Sports and physical activity prevented 2.2 million cases of coronary heart disease, depression, Type 2 diabetes, stroke, breast cancer, colon cancer and dementia.
  • The total value of health-care saving in 2019: CDN$23.4 billion.


I’m happy to see this data, but I think the numbers are actually far too low.

I have no data of my own to back that claim, but common sense suggests your gym has a greater effect than the report indicates. Here’s why: “Reductions in participants’ risk of disease are applied to adults (18+) who take part in sport/physical activity at moderate intensity for 150+ minutes (or 75+ minutes of vigorous activity) per week.”

That line really doesn’t tell us much about what people are actually doing. Yes, 150 minutes of sport/physical activity is a good thing. But you and I know that 150 minutes of rec-league hockey is not the same thing as 150 minutes of coached physical training complemented by nutrition and lifestyle guidance tailored to the individual.

Similarly, the health effects of 150 minutes spent wandering the machines at a globo gym are not the same as 150 minutes spent performing a tailored program under the guidance of a coach who’s reviewing food logs, sleep totals and other lifestyle factors.

None of this is meant to criticize any level of activity. All movement is good, and sports participation should be encouraged at all levels. I just want to point out that if the average “active person” gets X benefit from activity, high-value microgym clients are getting a multiple of X.

If we agree that general activity reduces disease incidents, we should be able to agree that people who work with an expert coach on fitness and nutrition are even more likely to avoid health issues.

So I’d consider this report a starting point, and I’d suggest your contributions to health care are far, far greater than the report indicates. I’d also suggest that this high-power combination of diet and exercise is so valuable that you’re not serving your clients as well as you could if you aren’t offering it.

Resource: “Hybrid Memberships Are the New Normal”

The great news for you: Hybrid programs help clients accomplish their goals, and they drive up a gym’s average revenue per member, too.

Two-Brain regularly gets snide comments on social media from gym owners who suggest a $205 membership is pie in the sky. I’ll counter with this: Yes, $205 a month is too much for access to a fleet of machines. But it’s way low for a great hybrid PT-nutrition package that delivers high-speed results to clients.

What would something like that be worth? Well over $300 month.

Resource: “Average Revenue per Member Secrets From Two-Brain’s Leaders”

The takeaway for you: Your services are incredibly valuable. They prevent disease, save people pain and reduce government expenses. And if you aren’t yet offering hybrid training and nutrition packages, it’s time to start—for the good of your clients and your business. A mentor can show you exactly how to do it.

To learn more, book a free call.

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