Some People Want More: The Case for High-Value Gym Packages

A close-up image of a white-gloved hand holding a silver platter with a card labeled "VIP."

Not all of your clients have the same budget you do.

Not all of your clients love group training like you do.

Not all of your clients want to train at 10 a.m. like you do.

I know it’s hard to believe when you’re in the depths of gym ownership, but many people prioritize their schedule over your price, will gladly take your recommendation for 1:1 time and want to talk to your nutrition coach.

The key to a high average revenue per member—ARM—is really giving your clients options.

Our job, as coaches, is to put ourselves in their shoes and solve their problems. If you can solve problems fast, add personalization and increase convenience, you’re delivering tremendous value.

Here are a few problems your clients face and how you can overcome them:

“I can’t make your group class times.”

“No problem, that’s why we have personal-training appointments. You can book anything around your schedule.”

“I don’t like your programming.”

“No problem, that’s why we have semi-private sessions: so you can have a custom program.”

“I’ve tried every workout and I’m just not losing weight!”

“No problem, let’s get you set up with our nutrition coach.”

“I’m just losing steam. I don’t feel motivated anymore.”

“No problem, let me check in with you daily for a while.”

Our first job as coaches isn’t to fix the air squat: Our first job is to get people to show up. That means customizing your offering, combining your services and offering up the solution—not just three different class times.

Do This

1. Start with a Prescriptive Model: Set up a free consultation with every client before they do anything else.

2. List each of your services on its own page. Put the pages in a binder.

3. When you meet your next client, ask about their goals.

4. Before you recommend anything, take a moment to think: What will get them to their goals fastest?

5. Flip to that page in your sales binder and say, “This is the fastest way to get there.”

6. If they say “I can’t afford that!” it’s not a personal insult. Tell them the next-fastest way to get there. Remember, your group training program is probably going to be your least-expensive option. It’s effective but not personalized, so it’s likely slower.

7. If they can’t afford your group program, recommend the best access-only facility in your town. Tell them not to sign a contract and set up a time to check in after a month. Yes, someone else will get their $29 monthly fee. But the client will gain perspective on the value of coaching.

Coaching is our value. Some people don’t want coaching right now. They’re not our clients.

But some people need—and want—more coaching. They want accountability, high-touch service, personalization, convenience and high speed. But we’ll never know that if we don’t offer them premium packages that solve their problems.

I get it: You don’t need a coach to tell you how to eat. You don’t need an appointment to work out. You don’t need a reminder to drink water. You never forget to stretch or mobilize or take your ice bath.

But you are not most people.

Most of your clients earn more than you do (we’re working on that). And all of your clients need more help than you do.

Offering premium services isn’t being a slimy salesperson—it’s being a responsible coach.


One more thing!

Did you know gym owners can earn $100,000 a year with no more than 150 clients? We wrote a guide showing you exactly how.