State of the Industry 2022: Data and Proof

The cover of the 2022 Two-Brain Business publication "State of the Industry."

Which gyms have the most clients?

Which gyms have the highest revenue per client?

Who keeps clients longest?

Who’s getting the most from the expenses they carry?

Who leverages their biggest investment—their team—better than anyone else?

What do great gym owners earn?

And finally, how do we know for sure?

After all, the media is always negative, the people who say they’re going to “flood our gyms in 30 days!” on Facebook are obviously frauds, and even many industry “experts” are just making guesses with their advice.

Making evidence-based decisions is one of the core value of Two-Brain Business. That means we want proof. Data cuts through the crap.

My mission with our annual “State of the Industry” report is to give you proof: real numbers you can use to make decisions, measure your progress and track the industry.

We built this guide with our partners at Wodify, PushPress and TeamUp, and a host of gym owners provided data for an independent analyst to review. We do this for free: you can download your copy here.


Use Our Report to Grow Your Business


There’s a lot of data in our 56-page report. What do the numbers mean?

Let’s start with the fundamentals: You have six broad strategies to grow your business:

A graphic showing the 6 ways gyms owners can make a business more successful.

Within these strategies, specific tactics work—and many don’t. In this series, I’m going to share what’s working—with data to prove it.

In the second post in this series, I’ll talk about client-side metrics: how many clients gyms have, what those clients are worth and how long those clients are staying.

After that, I’ll talk about owner-side metrics: how much owners are earning from their gyms, how hard they’re working and where they’re spending their money.

This is the most valuable publication in the fitness industry every year. We create it as part of our mission to make gyms successful, and you can have it for free. Use it to guide your decisions in 2023. Grow your gym and save more lives!

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