I want to talk about truth—and untruth.
The fitness industry is noisier than ever before.
You’ve probably seen all kinds of “advice” in your feeds:
- “Get 500 members!”
- “Online coaching is dead!”
- “Don’t raise your rates—you’ll lose everybody!”
- “5% churn is fine!”
But is any of that true or is it just damaging nonsense spouted on social media to get attention?
You don’t know unless you have real data.
👉 When you have hard numbers, you don’t have to guess, and you won’t be fooled.
We collect, analyze and produce real data for gym owners every year, and today, I’m asking you to help make that data even better.
📊 Fill out the 2025 State of the Industry Survey
The survey takes about five-10 minutes to complete.
In return, you’ll get:
- Immediate access to our Free Tools Kit—a collection of 19 of the very best resources for gym owners. This stuff is worth tens of thousands of dollars.
- Digital access to the final report before anyone else gets it.
- To be a part of a global movement to improve the fitness industry with data. Your voice will be heard.
The State of the Industry Report
Every year, we publish the “State of the Industry Report”—the largest data project in the gym business. (You can get last year’s report here if you don’t have it already.)
- We collect numbers from thousands of gyms worldwide.
- We partner with platforms such as Wodify and Kilo to get more data.
- We add in KPIs from 1,000 Two-Brain gyms.
- We have an independent analyst comb through the numbers.
- We present everything to you for free.
This project is expensive, but it’s worth it.
We give you these numbers so you can make business decisions based on proof—not on fads, guesses or the loudest voice at last weekend’s meetup.
🔬 This guide is proof, and it helps gym owners build better businesses faster.
What’s Inside the Report
We dig into the numbers you need to run a profitable gym:
- Gym revenue
- Profit
- Client count
- Member acquisition and lead source
- Average revenue per member
- Length of engagement
- Lifetime value
- Fixed expenses
- Staff costs
- Attendance
- And more.
The report contains everything you need to make smart, evidence-based decisions.
Get this: One gym owner used just one stat from this report to guide a lease decision—and saved $100,000.
Here’s what happens without data: You trust your gut or listen to gurus who are trying to sell something. And then you make costly mistakes, some of which can be fatal for a small business.
👉 I want to save you from those mistakes by just giving you the answers.
Why Your Voice Matters
The more gyms that participate in the survey, the better the report becomes.
That’s why I’m asking you to take five to 10 minutes to fill it out.
Your data is kept strictly confidential and anonymized.
By sharing it, you’ll help create a clearer picture of what’s really happening for the whole industry.
There’s nothing in this for me, Two-Brain, Wodify or Kilo except a better industry for every single gym owner.
We’re planting seeds that will grow into trees we’ll probably never sit under. But I know you care about the future of fitness as much as I do.
This report matter because truth wins.
Please take a few minutes to complete the survey right now.
📈 Fill out the 2025 State of the Industry Survey
Help us separate truth from BS, and in November I’ll send you an invaluable tool that will help you make better decisions in your gym.
We built this industry by doing hard things.
This survey is one of the easy ones.
Thanks for being part of it in 2025.
