In the fitness industry, the fall season often brings a fresh-start vibe, similar to the New Years rush. It’s a great time to assess various aspects of your business, from membership pricing to the apparel you sell. And now is the perfect time to explore the idea of offering hybrid gym memberships.
So, what exactly is a hybrid membership? Essentially, it’s a recurring monthly membership that bundles various services. For example, a hybrid client might attend two classes and one personal training session per week. Or they might take three classes weekly, along with a monthly nutrition coaching session. While better retention is an added benefit, the ultimate goal is increasing ACV (average client value) to drive revenue.
The fall season is a great time to explore new options because people are often in the mindset to embrace positive change. When the kids go back to school and new fall routines begin, motivation is high and people are ready to commit. Hybrid gym memberships capitalize on both of those things, offering members more options to achieve their fitness goals than just traditional group classes.
Hybrid Gym Memberships are a Win for All.
Oftentimes, new additional revenue streams are beneficial for one or two areas of your business. For example, launching a new apparel design will drive revenue and brand awareness. When it comes to hybrid gym memberships, the benefits extend in a multitude of directions, including your members, coaches and your business in general.
1. Benefits for Your Members.
When you think about your gym community, you’ll likely find some similarities and a wide variety of differences. Each person is unique in their training history, goals, needs, priorities, etc. And what this means is that the path to fitness success might look different among them.
Some people are self-sufficient and thrive in group classes. Others want to meet with a coach in a one-on-one environment because they need accountability. Some might have a specific skill they’re looking to improve. Still others are doing great with their training but need a heavy emphasis on nutrition coaching.
In this sense, hybrid gym memberships meet clients where they’re at and provide a specific plan for success in your gym. And when they’re showing up and crushing their goals, chances are they’ll stick around longer, increasing gym member retention numbers.
Further, recurring hybrid memberships might even make things more affordable for your members. Let’s say John has been taking group classes and paying $200 per month. If he decides to add some personal training sessions, he’d have to come up with $1,000 for the package. However, bundling the two into a hybrid membership might mean he pays $450 per month, spreading out the payments. The initial sticker shock of personal training may have turned him away, but hybrids make the cost much more palatable.
2. Revenue Opportunities for Your Coaches.
Hybrid memberships also present new opportunities for your coaching team. If more revenue is coming into the business and clients are increasing their training options, it’s your coaches’ moment to shine.
Now, instead of only being able to pay part-time coaches $25 an hour for several classes a week, new opportunities arise. Your coaches could opt to take on nutrition coaching, personal training, individual design, etc. And with the right strategy, part-time staff could even turn coaching into a full-time career doing what they love.
3. Growth for Your Business.
Every year, PushPress teams up with Two Brain Business to produce the State of the Fitness Industry Report. The report is an analytical breakdown of the fitness industry, showing how gyms and gym owners are performing.
One of the key focal points from the 2023 report was hybrid gym memberships and their ability to increase a gym’s ACV. The report found that the average price for a group class membership at a CrossFit or functional fitness gym is $165 per month. However, the average cost of a hybrid membership, including fitness and nutrition coaching, was $337 per month.
The ability to generate additional revenue for the business doesn’t end there. It also likely extends to client retention.
For example, the report also found that the industry average for client LEG (length of engagement) is 7.8 months. Two-Brain gyms (many of whom offer hybrid gym memberships) reported an average LEG of 20.7 months. This would infer a connection between hybrids and increased client retention.
ICYMI: PushPress Can Help.
If you’re exploring the idea of offering hybrid memberships, the good news is that PushPress clients don’t have to start from scratch!
Earlier this year, we released updates in PushPress Core to help gym owners easily start sell hybrid gym memberships. As former PushPress Product Manager Diogo Freire said, “The industry has evolved to understand that users need and want more than just class access. We’re finding that the demand for a specialized coach has increased.”
Two popular options PushPress include:
- Unlimited classes plus one personal training sessions per week. This is ideal for clients who want more accountability or coaching to improve in specific areas.
- Three classes per week plus two monthly nutrition check-ins. This is ideal for committed members who want additional nutrition accountability.
Pro Tip: Ready to start offering hybrid gym memberships? PushPress Core can help! Book a demo with our team today for more information!
In Summary: Hybrid Gym Memberships are a Triple Threat.
The fall season is the perfect time to analyze and update various areas of your business. From membership options to apparel, explore options that are beneficial for your members, coaches and business.
Hybrid gym memberships are one powerful option that can be beneficial for a multitude of reasons. Not only can you increase gym revenue and retention, you can help members achieve better results and possibly provide career opportunities for coaches. Hybrids are an effective strategy for the long-term success of your fitness business.
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