Check out the average revenue per member per month (ARM) in gyms in 2024:
Now review Two-Brain’s most recent Top 10 leaderboard for ARM:
Our Top 10 gyms average $600 per member per month, and every gym in the Top 10 takes in more than $500 per client per month. Four are over $600, and one of them is over $800.
If you see these numbers and think “my clients will never pay that,” keep reading. I’ll give you 10 tips to increase your ARM today, plus insight from our leaders.
ARM-Boosting Tactics
Tactic 1
Increase your rates—and be worth it. A mentor can help you calculate the exact increase and create a rollout plan so you don’t lose all your members.
Tactic 2
Ask your high-value clients to refer their high-value friends and family.
Quote from an ARM leader: “We hope we get all of their family members and friends for life.”
Tactic 3
Add PT if you don’t offer it. If you do, prescribe it first in a way that solves problems.
Quote from an ARM leader: “We’re a semi-private/PT studio—we switched from group about 1.5 years ago. Most of what we do is what we’ve learned in Two-Brain.”
Quote from an ARM leader: “In the PT model, we are one on one for 40 minutes. It’s not a revolving door. We keep it personal and make an investment in each client. Relationship and education are huge.”
Tactic 4
Niche down—special expertise is worth more.
Quote from an ARM leader: “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 so around price, but because of some newer offerings, we can close them, too.”
Tactic 5
Add a habits-coaching option—or add other high-value services. Think beyond “group fitness.”
Quote from an ARM leader: “We have an emphasis on group and semi-private.”
Quote from an ARM leader: “We are mostly one-on-one training but just added small-group and semi-private.”
Tactic 6
Bundle services into a high-value package and use an on-ramp as the intro.
Quote from an ARM leader: “We try to get people in for a 21-day on-ramp and get them resold in the 21 days. We have a 90 percent resell rate.”
Quote from an ARM leader: “Nutrition, accountability and private training are in the first offer. In the sales booklet, we value-stack everything. The monthly retainer is fairly low at $500 for our Basecamp program, but it’s an $1,100 value. When people see that, they tend to re-up.”
Tactic 7
Offer specialty programs—and consider targeting groups.
Quote from an ARM leader: “Through the summer, we’ve had some teams: For example, a cheer squad for $2,500, which we collected on one check. We’re working with some new teams—strength training over 35 sessions for 20 girls, which will be $6,000-$7,000. I learned to set the cost for 20 kids, and the coach gets the athletes to come. So we sell the class for X weeks to the team’s coach, and then it is on the coach to recruit the team members to fill the spaces.”
Tactic 8
Sell with the Prescriptive Model.
Quote from an ARM leader: “We do prescriptive selling for the No Sweat Intro, with Inbody measurements. We write a plan for their fitness and nutrition. We are totally OK with them walking out and getting that plan. We deliver a custom plan during the NSI, and they get a lot of value from the sales process. This encourages their confidence in us and boosts the know-like-trust factor.”
Tactic 9
Bill biweekly instead of monthly. Or every four weeks instead of every month.
Quote from an ARM leader: “We bill on a four-week cycle, and they get eight sessions per month, with two sessions a week.
Tactic 10
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’re locked into a lease, target the right people—people who can afford your service and see its value.
Quote from an ARM leader: “I think the fact that we’re located in NYC is probably a contributing factor. It’s an affluent neighborhood, and most people do not cringe at the price. Personal training in NYC is about $200 hourly for most places.”
ARM Boosting: A Complete Plan
Why is ARM a critical metric in gyms?
Because it’s a force multiplier.
If you have just 100 clients but they all pay $500 a month … well, you can do that math on that.
Or take your current number of clients and calculate revenue if each one pays $20 more per month.
What would that do for your business and life?
The best part? Increased ARM isn’t tied to huge marketing spends, massive expansions or anything like that. It’s tied to solving problems and showing value.
We have a step-by-step playbook to show you exactly how to do that.
To talk about it with an expert and take a step toward increased ARM, book a call here.
