The annual issue of inspiration is filled with over 110 ideas, tips and tricks from 30-plus industry experts. The purpose is to help educate operators, improve business operations and, in return, help you help more people in your communities to achieve their goals and improve their overall health and well-being.
AI
From virtual assistants like Siri to personalized product recommendations based on previous shopping activity, AI is slowly making its way into every facet of our daily lives. The industry is not exempt from this. From connected fitness equipment and virtual chatbots, you’re likely using more AI in your clubs than you think. Here, five industry leaders share tips to keep in mind when using AI and how to be successful in implementing it.
Lindsey Canty, the fitness director of Republic Fitness
1. Leverage technology. Use AI tools like ChatGPT for scheduling, performance tracking and communication. Streamlining operations can reduce burnout and improve job satisfaction.
Christine Morris, the director of membership and marketing at Club Greenwood
2. Embrace AI to enhance member engagement by utilizing personalized communication tools. AI can help automate follow-ups, tailor offers and predict member needs, creating a more customized experience. This boosts retention and improves overall satisfaction, all while saving time and resources for you and your team.
Niko Necoechea, the marketing director at Gold’s Gym SoCal
3. While AI can act as a productivity booster, there’s a warning against overreliance, as it may lead to generic outputs. Maintaining a human touch remains essential.
Mark Caravello, the chief information officer at Midtown Athletic Clubs
4. As AI becomes more integral to club operations, clubs should invest in maintaining clean, well-governed data. A focus on machine learning and predictive analytics will enable personalized journeys for members, enhancing both their physical and mental well-being.
Andrew Widmar, the director of innovation and club experience at ENDO Fitness
5. AI’s potential is seen in automating processes, improving operational efficiency and offering personalized experiences for members — customized pricing, cancel saves and tailored offers.
Greg Maurer, the vice president of fitness and education at Workout Anytime
6. Using AI and team members, develop a concrete communication and onboarding strategy designed to get new members to use the club quickly and frequently.
7. Do research and testing to determine how each team member can use AI effectively to complete tasks more rapidly to free up time to maintain focus on members.
Cardio
Despite the rise of interest in strength training in recent years, cardio remains a staple in both workouts and fitness floors. René Nazelrod, the owner and founder of VRTX Fitness, shares what she considers when purchasing cardio equipment for her facility in Missoula, Montana.
8. You need to be educated about a product you’re going to be purchasing. Cardio equipment lasts a long time. Technology has advanced quite a bit with our treadmills, ellipticals and different types of cardio, so sometimes problems will pop up. You want a company that’s going to stand by you through that.
9. I have a lot of ultra athletes at the gym. They’ll be doing marathons on our cardio deck — 26.2 miles on treadmills is a long way. I wanted something that was very comfortable, somewhat quiet and user friendly. Our membership goes from 16 to 96 years old. I wanted equipment that was easy to use for all ages, whether they were advanced with technology or not.
The Marketplace: CMS & Technology
10. Club Automation
Reaching your community with the right message at the right time has never been more important. Club Automation offers digital marketing and website services to drive leads, improve search rankings, automate communications and improve member retention. Club Automation’s expert team can help optimize your digital reach, leaving you free to focus on your club and members.
847.597.1740 — getvfpnext.com — info@clubautomation.com
11. ClubReady Franchise Management
ClubReady all-in-one fitness management solution enables entrepreneurs to navigate growth with a purpose. With a built-in corporate portal, onboarding expertise, brand assigned account specialist, royalty management and more, ClubReady empowers operators to execute their strategies and achieve their goals. Learn more and see the fast-growing brands scaling with ClubReady.
800.784.0313 — clubready.club/#companies — sales@clubready.com
12. EGYM
EGYM’s Gameday brings real variety to your club with a new and interactive workout experience designed to supplement the regular workouts of your members. The results of Gameday instantly transform the workout routine. With each Gameday members receive results they can use to compete on their clubs’ leaderboard, AI-based workout recommendations and analytics about workout progress.
720.900.2526 — egym.com/us — us-sales@egym.com
13. Exerp GO
Streamline operations and enhance member experiences with Exerp GO powerful club management. Exerpo GO has a browser-accessible comprehensive dashboard, custom-tailored user experience, front desk management from anywhere, effortless membership, product and package sales on your terms, 100% control of calendar and scheduling, and streamlined member profile access.
exerp.com/exerpgo — info@exerp.com
14. Jonas Fitness
Compete is a powerful member management software built for fitness, health and wellness facilities. Whether you’re running one location or managing multiple, Compete helps streamline operations, boost revenue, and elevate your member experience with best-in-class 24/7/365 customer support, integrated billing, seamless partner integrations, enterprise reporting and 99.9% system uptime.
888.590.0026 — jonasfitness.com — salesinfo@jonasfitness.com
15. Radianse
Imagine you never lose another piece of equipment and maintenance is so well kept you never have a breakdown. With Radianse’s custom-fit RFID tags and integrated cloud, we’re giving you the power to track your most vital resources, including real-time location, maintenance alerts, rental history and even member usage.
603.994.2222 — radianse.com — inquiry@radianse.com
16. Spivi
Spivi Arena is an easy-to-implement, robust heart rate tracking system. Compatible with most wearables and smartwatches — including Apple and Samsung watches — it allows all members to track progress, reach milestones and win challenges.
800.900.9917 — spivi.com — sales@spivi.com
17. SportsArt
The SA WELL+ software ecosystem allows clubs and users to visualize their energy, seamlessly enhancing the benefits of our ECO-POWR products. This system includes energy production tracking with a leaderboard of top energy producers, asset management, and a user app to track individual workouts and lifetime watts produced.
800.709.1400 — gosportsart.com — info@gosportsart.com
18. TrainerMetrics
Supercharge your personal training operations with the only productivity software built by trainers, for trainers. Integrate with membership management systems to keep client data synchronized and forecast sales. Deliver workouts, track progress, and automate reports and workflows to deliver the consistent brand standard that will keep your members engaged.
424.241.2318 — trainermetrics.com — sales@trainermetrics.com
19. Twin Oaks
Twin Oaks’ web-based online software product and mobile app delivers efficient tools to generate and maximize revenue and save on costs. Bottom-line boosting features include real-time reporting, online join, a complete member portal, returns management and new gamification elements to increase member engagement — all designed by club owners for club owners.
866.278.6750 — healthclubsoftware.com
20. Uptivo
The Uptivo solution for the combat world tracks the number, power, and speed of left and right punches, creating involvement and competition. The solution is based on comfortable wrist sensors and tracks workouts in real-time, transmitting the data to the Uptivo receivers and allowing members to see their performance on the displays installed at the club.
415.413.3182 — uptivo.fit — info@uptivo.fit
21. Zenoti
Streamline operations, boost staff efficiency and delight members with Zenoti, the complete fitness software solution. Easy-to-use, innovative features powered by artificial intelligence automate and simplify gym and studio business management, from marketing and new member acquisition to billing and collections.
877.481.7634 — zenoti.com/fitness-cs — sales@zenoti.com
Club Culture
A strong club culture is the foundation of a successful fitness business. When employees feel valued, heard, and connected, they’re more engaged, productive and loyal — ultimately creating a better experience for members. Two industry leaders share key strategies for fostering a positive and inclusive environment. From recognizing achievements to encouraging open feedback and celebrating member milestones, these tips will help you cultivate a workplace where both staff and members thrive.
Lindsey Canty, the fitness director of Republic Fitness
22. Recognize achievements. Celebrate both small and big wins to keep employees motivated, loyal and feeling valued. Examples to recognize or reward include going above and beyond the call of duty, celebrating a work anniversary or being a top performer on the team that month.
23. Create a feedback-driven culture. Implement both formal and informal opportunities to give and receive feedback on a regular basis. This fosters trust and gives employees a sense of ownership in the club’s success.
Shawna Winters, the EVP of operations at UFC GYMS
Bonus: Foster an inclusive environment by celebrating member milestones and encouraging staff to engage authentically — connection builds retention and strengthens your gym’s community.
According to Grand View Research, the fitness industry is undergoing a digital transformation, with connected gym equipment rapidly gaining traction. Valued at $1.05 billion in 2023, the market is projected to grow at a 31.3% CAGR through 2030, driven by increasing demand for smart, data-driven workout solutions. As consumers embrace digital fitness tools, the integration of gym equipment with smartphones and wearables is becoming a game-changer — especially in tech-savvy regions like North America, Europe and parts of Asia. To stay competitive, fitness businesses must leverage these innovations to enhance user experience and engagement. Here are two key strategies to maximize connected fitness.
24. Leverage smart gym equipment for personalization and engagement. The rapid growth of connected fitness is driven by AI, IoT and machine learning, enabling smart gym equipment to offer real-time feedback, personalized workouts and injury prevention. Investing in these technologies enhances user experience and keeps members engaged.
25. Integrate wearables and virtual training for a seamless fitness experience. The rise of wearable fitness tech and virtual classes has transformed how people work out. By integrating gym equipment with smartwatches and online training platforms, fitness facilities can offer a connected, data-driven experience that meets evolving consumer demands.
Continuing Education
Ongoing learning and development is essential for both individual and business success, especially in the fitness industry. Investing in staff training and certifications not only keeps employees motivated and skilled but also strengthens retention and overall performance. According to Lindsey Canty, the fitness director at Republic Fitness, providing growth opportunities for instructors and trainers helps build a thriving team. Research supports this, with data showing companies prioritizing learning are more innovative, productive and profitable. Creating a strong learning culture isn’t just beneficial, it’s a strategic advantage.
26. Invest in learning and development. Offer regular training sessions and certifications in fitness trends to keep staff motivated and skilled. Creating growth paths for instructors and trainers helps retain top talent.
27. A report from talent management platform Clear Company reveals 74% of employees feel limited in reaching their full potential due to a lack of professional development opportunities. On the flip side, 94% say they would stay with a company longer if it prioritized staff development.
28. Clear Company also reported investing in employee development builds a strong learning culture, leading to tangible business benefits. Companies with a learning culture are 92% more likely to develop new products, 52% more productive, 56% more likely to be first to market and 17% more profitable. Additionally, 84% of organizations agree a learning culture strengthens resilience and workplace culture.
Facility Renovations
Members love a club reinvesting in their gym.Here are some tips from Brent Frueh, the general manager of Rochester Athletic Club, that are important during any facility renovation:
29. Clear communication. Facility renovations are challenging. Members will do much better when they know what to expect. Use many forms of communication, as every member is different and may look in different places: club newsletters, emails, internal signage and social media. Tell them the details of the project. Be honest about what they can expect.
30. Prevent giving exact timelines. Paint in broad strokes. Share project updates monthly but avoid completion dates until you are close to the finish line. There are many things out of your control, including the control of contractors. Expect the unexpected.
31. When renovating hard areas like locker rooms or other high-traffic areas, your entire team must be “singing the same song” when it comes to member communication. Positivity is vital. Keep your team focused on what it will be like when it’s finished, not the pain that’s happening now. That message must be relayed to member after member during the entire process.
32. Be visible and talk to members and staff more than ever. Information is powerful and arming your team with the right information is vital. The last thing you want is a team member filling in any gaps through assumptions.
33. Set up weekly status meetings — Zoom, Teams, etc. We finished a larger renovation in January, and our weekly meeting consisted of the general contractor, on-site project manager, key club staff — owner, general manager, facilities director and assistant general manager — architect, and any other people you feel need to attend. This kept everyone armed with the latest information and timeline updates.
Franchising
Fitness Premier experienced a remarkable 30% increase in its footprint in 2024, fueled by strategic expansion into new markets like Sarasota and Bradenton, Florida. Rick King, the VP of Fitness Premier, shares more about this accomplishment below.
34. Today, we’re really focused on just the franchise development side of our business and really honing in on that as one of the avenues for us to grow and expand our network. We got focused on some marketing for the franchise side early in 2024. We awarded six new franchise locations last year. So for us, it was a really big success and reward to get into the franchise sales side of this business. It was validation for us that we have a product people want. We have a support staff and an office support team I think our franchisees see the value in. That’s a big deal for us to be able to award six new franchises last year.
35. Now we have to get them open, get them successful, keep them within budget and do that across state lines and around the country. This is what we’re really focused on now for this year. It’s exciting times for us.
Group X
Group fitness plays a pivotal role in creating an engaging and rewarding environment for members. To make the most of this, it’s important to adapt and evolve. By refining cues to foster a deeper mind-body connection and embracing innovation in group fitness programming, clubs can stay ahead of the curve. Here are three tips on how to do so.
Shay Kostabi, a brand consultant at Fitness Career Mastery
36. One of the simplest ways to increase mind-body connection for your clients and elevate your cues is to swap “that, those, the” for “you, yours” when referring to body parts. Try it.
Joella Hopkins, the EVP of group fitness at EoS Fitness
37. The key to capitalizing on the power of group fitness begins with realizing things are not the same. If you try to do things the way they’ve always been done, you will lose. Many gyms are doing this and finding out the hard way that change is powerful and taking risks is necessary to lead the way. Many industry “experts” are saying group fitness might be a thing of the past — well I dare to challenge that. It’s only a thing of the past if you aren’t willing to change.
38. Group fitness has considerably added to our NPS. We’re significantly higher because the members who take our G-Fit classes score us very high. We’re also creating a reporting system that proves members who take classes stay longer than those who don’t. It’s always been something the industry has said, but we want to objectively prove that through measurement.
Hiring and retaining top talent is essential for the success of any health club, and it starts with a thoughtful, strategic approach. Here, Laura Frederickson, the chief human resources officer at Village Health Clubs & Spas, shares advice on how to do so.
39. Review job descriptions regularly to clarify specific current and future needs. Make sure you’re focused on what you need and your expectations to hire the most qualified people for your clubs to set them up for success.
40. Candidates should have a genuine interest in serving people and helping them make their lives better. Members tend to have a variety of goals to improve their lives. Whether it’s social connection and camaraderie, physical fitness or overall well-being, it’s important to look for attributes in your candidates who demonstrate a willingness to help members get involved.
41. Oftentimes interviews are conducted with technical skills at the forefront. It’s also important to gauge interpersonal skills and cultural fit. Make sure to include behavioral and situational questions to determine how they have or would handle real challenges members and teammates face in your environment, and select those whose responses align with your company’s core values.
42. Regularly advertise internally and externally the value proposition and total rewards offerings available to those employed with your company. Career growth, employee development and recognition, culture, benefits, and compensation are all key drivers in finding and keeping great people.
Leadership
Leadership in the evolving fitness industry requires a focus on four key principles to stay ahead. Mark Miller, the COO of Merritt Clubs, shares them below.
43. We need to continuously learn, adapt and adjust. In today’s world, we’re advancing so fast — think AI. If we don’t adapt and learn from outside, we’ll be passed by.
44. We need to lead with our hearts and humility. The old ways need to be blended with the new ways of today. Eliminate “we’ve always done it this way.”
45. We need to care and love our teams, companies and members. Lead with the head and the heart in 2025 and beyond.
46. We need to calm that inner critic and imposter and realize what we do everyday impacts so many. Our purpose is to give people the gift of health and well-being for their entire lifespan.
Marketing
In today’s competitive fitness landscape, marketing is about more than just promoting a workout, it’s about creating a connection and demonstrating the value you bring to your members’ lives. Three industry leaders offer key insights on how to elevate your marketing approach.
Barry Kostabi, a brand consultant at Fitness Career Mastery
47. Stop selling your fitness modality. People don’t buy what your workout is called. People buy what your service does to improve the quality of their lives.
Amanda Benson, the managing director of EverFit
48. In today’s world where self-checkout and minimal human interaction have become the norm. A warm, genuine greeting can make all the difference. At EverFit, we prioritize hospitality by ensuring every member is acknowledged the moment they walk in and leave.
Ryan Ensmann, the director of marketing at Dynamic Fitness
49. Constantly invest in upgrading your product and showcase it in your marketing. Regular, authentic content keeps you relevant and highlights your brand’s commitment to enhancing the member experience.
Medical Fitness
Bridging the gap between medical wellness and traditional fitness programs is more important than ever. Health clubs have a unique opportunity to support members navigating medical weight loss journeys, collaborate with health care providers and implement innovative wellness strategies. Here, industry leaders share key insights on how your club can stay ahead.
Zack Lopez, the senior director of medical wellness programs at acac Fitness & Wellness Centers
50. Health care providers want to refer their patients to medical fitness programs, but they can be overloaded with tasks and patient volume. Don’t be afraid to reach out on a consistent basis for regular reminders. You’re not bothering them, I promise.
Sara Kooperman, the CEO of SCW Fitness Education
51. Offer a GLP-1 anti-obesity medication wellness program. Doing so positions your club as a leader in holistic health. By combining medical support with fitness and nutrition coaching, you address weight management comprehensively. This innovative approach attracts new members, supports client success, and builds trust by prioritizing wellness and sustainable lifestyle changes.
Eduardo Netto, the fitness director at BODYTECH
Bonus: Strength training is essential for GLP-1 users to counteract muscle loss often associated with these medications. By offering tailored programs for this growing demographic, gyms can attract new clients, improve member retention and create a valuable revenue stream while enhancing health outcomes.
Mental Health & Well-Being
Mental well-being is becoming just as important as physical fitness in today’s health club environment. By integrating mindful movement, structured mental wellness plans, and restorative practices like meditation and breathwork, gyms can support members in a more holistic way. These strategies not only enhance emotional health but also foster a sense of community, engagement and long-term retention. Here, industry leaders share their top insights on incorporating mental wellness into your club’s offerings.
Eduardo Netto, the fitness director at BODYTECH
52. Integrating gentle exercise programs into your gym offerings addresses the rising demand for mental health and well-being solutions. These low-impact activities — like yoga, Pilates and mindfulness-based movement — attract a diverse clientele, foster community, and provide a holistic approach to physical and emotional health, driving both engagement and retention.
Colleen Jednak, the owner and founder of Strong Mamas
53. To improve mental health, members need a plan just like they do for their physical health. Have your trainers recommend they set aside time to make a gratitude list, meditate and mindfully walk outside.
Constance Korol, the CEO of Meta 180
54. The mind is the core of existence. Meditation and breathwork can reboot the mind to reset it on a healthy and healing path.
Cher Harris, the club general manager at The Houstonian Club
Bonus: The slow living trend — embrace a slower, more mindful approach to daily life while seeking balance and a sense of purpose.
From creating fun, empowering experiences to fostering connections and accountability, small yet intentional strategies can make all the difference in retention and satisfaction. Whether it’s gamifying onboarding, listening to feedback or strengthening personal interactions, these industry experts share key ways to enhance the member experience and build long-term loyalty.
Mike Rucker, the chief digital officer at Active Wellness
55. Research shows the No. 1 predictor of exercise adherence in the first six months is whether it feels fun. Therefore, creating an enjoyable, empowering experience fosters consistency, helping members commit long-term. Once their routines are established, assisting them to develop self-efficacy ensures they stay engaged. Joy and empowerment are the keys to lifelong retention.
Lori McHugh, the membership director at Cedardale Health and Fitness
56. Offer a list of seven or more onboarding activities to complete with a deadline date and prize. Since it requires registration, accountability, staff interaction and using different areas of the club, it’s a win-win for both members and club.
Melissa Shippy, the group exercise director at The Houstonian Club
57. Listen openly to member feedback without getting defensive. Look for consistent patterns, even if you disagree. When making changes, ensure they make sense and be ready to explain why. If it’s not broken, don’t fix it — clarity fosters understanding.
Elizabeth Antman, the fitness manager for Wilmette Park District
58. We create a monthly fitness newsletter with upcoming programs, a workout and recipe. We also run free monthly challenges, like “For the Love of Fitness” in February, where participants earn stickers for attending classes. Once they have 14 stickers, they are entered into a prize drawing at the end of the month.
Kristin Daumer, the training and employee development manager at acac Fitness and Wellness
Bonus: Encourage your team to give the absolute best service and create connections with members in the world where we’re constantly disconnected, staring at our phones.
Mobile Apps
Bryj, the AI-powered, custom mobile app development, released a study in 2024 giving businesses a clearer look into what consumers are looking for in mobile apps. Here are some key takeaways.
59. More than two-thirds of consumers — 68% — listed time savings as their number one consideration when downloading a business’s app, followed by simplifying their lives at 65%.
60. Poor user experience — software bugs, slow loading times, etc. — is the No. 1 reason consumers delete mobile apps on their devices (58%), followed by poor user interface at 56% and poor security features (54%).
Bonus: In terms of customization options, consumers are most interested in seeing the ability to customize privacy and security settings within mobile apps (64%), followed by the ability to customize the type of content or information they see on an app (49%) and account and profile customization (44%).
Onboarding
A strong onboarding process is key to ensuring new members stay engaged and committed to their fitness journey. Three industry leaders shared their strategies for making onboarding more effective and setting members up for long-term success on a recent Thought Leaders panel. Here are three key takeaways for onboarding.
Chez Misko, the COO of Wisconsin Athletic Club
61. We have an incentive program for all of our new members that within the first 60 days, if they work out 16 times they get their initiation fee back in dollars that they can use for personal training, massage and other things at the club. If they’re not using the club, they’re going to quit.
Maria Miller, the regional programs/kids club director at Merritt Clubs
62. One of the things I kind of came up with two years ago was just simple number clubs. Every time a member checks into the club, they’re getting that point toward a simple T-shirt at the 100 mark, and at the 200 mark we do sweat jackets. But people are truly incentivized by it and excited about it.
Mary Frank, the vice president of sales and marketing at Cincinnati Sports Club
63. New members are handled by our two membership consultants. We ask them four very specific questions when they’re looking to join or have joined, and those questions are:
- Have you belonged to a club in the past?
- Have you exercised in the past?
- Are you currently exercising?
- Are you currently a member of a club?
Because those answers based on the number of “yeses” or “nos” also lets us identify how high of a risk that would be for somebody who potentially could leave the club. If you have somebody who’s not exercising and who’s never belonged to a club before, we’re having to work on behavior modification for them to learn a new habit, and we’re also having to convince them why a club environment may be the right choice for them. We get that information at the onset, and then, based on those questions, that gets dispersed and sent over to our retention team that will then trigger for follow up phone calls, and coaching sessions for whatever it is they’re looking for.
Outdoor Fitness
Outdoor fitness is becoming an increasingly popular way to engage members, and industry leaders are finding creative ways to integrate it into their offerings. From using tools like Strava to connect with outdoor enthusiasts and create community-based events, to collaborating with local businesses to run clubs and bike trails, these partnerships can enhance your fitness programming.
Deborah Beck, the owner of Haight Fitness and Endurance Coaching
64. Using coaching tools like Strava can help retain members and create a tighter community with those who prefer training outside or have irregular schedules. This tool gives insight into when and where members workout, opening up a team for a local 10k or even a marathon training club team.
Christine Morris, the director of membership and marketing at Club Greenwood
65. We used to have a trainer-led run club, but that trainer moved on. So we partner with a local shoe store called Fleet Feet, and they come in and do our weekly run club. We haven’t seen a lot of our members engage in that. It’s mostly their people from their store coming over, so lead gen is awesome there. We actually asked two of our trainers who are big into running and they’re going to partner with them to kind of get our internal members to participate in that.
66. We also partnered with outdoor Cherry Creek Reservoir for our paddle board club and then Blue Spruce Cyclery leads two bike trails, one for beginners and one for advanced. So that’s kind of just finding external partners, and anybody in the community who wants your name attached to theirs has been helpful.
Personal Training
Effective personal training is about more than just workouts, it’s also about understanding the needs of members and providing tailored solutions that keep them engaged and motivated. From offering flexible options like in-person, virtual and app-based training to hiring passionate trainers who can cultivate long-term success, here are key tips on how to build strong personal training programs.
Heather Thompson, the fitness director of The Houstonian Club
67. To maximize engagement and value, offer a diverse range of fitness solutions, including in-person, in-home, virtual and app-based programs. By meeting members where they are, you enhance accessibility, personalization and overall success in achieving their health and wellness goals.
Gini Grimsley, the executive director of Pain-Free Performance
68. Hire for character and train the trainer. Fitness enthusiasts may lose interest, but those passionate about helping others will thrive. Find untapped potential, invest in their education and develop them into high performers.
Chris Comella, a personal trainer at Progressive Health and Performance
69. People hire trainers, not “yes men.” Be ready to have difficult conversations with clients to hold them accountable. Practice having tough conversations and being an authority without sounding like a manager. It’s our job to hold clients to expectations to accomplish their goals.
Pickleball’s booming popularity presents a unique opportunity to strengthen community engagement, but it’s important to provide more than just the basics. Whether it’s through leagues, tournaments or off-court training, creating opportunities for players to connect and grow both as athletes and as part of the community is key.
Chris Klein, the owner of PickleballPadel
70. Boost engagement and test demand by adding a temporary Padel court — an affordable way to introduce this fast-growing sport to your tennis and pickleball community.
Sara Kooperman, the CEO of SCW Fitness Education
71. Leverage pickleball to build a community. Capitalize on pickleball’s popularity by creating a welcoming community with leagues, tournaments and social events. Offer off-court fitness programming, such as strength training, mobility and agility classes tailored to pickleball players. Engage members with expert tips, workshops and social media groups to foster connection and long-term loyalty.
Brian McMahon, the former COO of The Replay Club
72. The explosion of pickleball has led to a crowded marketplace, with facilities popping up nationwide. Simply building courts is not enough to ensure success. ‘If you build it, they will come’ is a myth. You’ve got to have a unique value proposition, otherwise you’re probably not going to survive.
Pilates
Pilates is experiencing a massive surge in popularity, driven by shifting consumer priorities and social media influence. Millennials and Gen Z, especially female consumers, are drawn to its low-impact, results-driven approach. Here, experts share their thoughts on why they think it’s booming.
Loryn Huff, the national program director for Midtown Athletic Clubs
73. I think the social media impact, especially for the female consumer, is huge. Now you see big time athletes like LeBron James on the reformer. You see Harry Styles on the reformer and the female consumer — especially millennial and Gen Z — want the newest, hottest trend; and especially if it feels better on the body. I think it’s that real. Not only does Pilates feel better, but it’s giving you great results. I really think the boom in popularity was the social media trend.
Giuseppe Mellone, the operator and founder of RiseUp Innovations, LLC
74. Consumers today prioritize longevity, sustainability and low-impact fitness, making Pilates an increasingly popular choice. Once associated with older generations, Pilates has gained traction among younger audiences thanks to boutique studios like Solidcore, which have created an inviting environment and leveraged strong marketing strategies. As demand grows, fitness operators recognize the need to provide alternatives to high-intensity workouts for those who can no longer tolerate activities like running or cycling. Pilates offers a sustainable, effective solution, appealing to a broad demographic seeking long-term wellness.
Julian Barnes, the co-founder and CEO of BFS Network
75. Pilates is something you can’t do at home, and that’s critically important. If you think about which of the modalities are in a decline, it’s those we all did at home in 2020 to 2022. If you didn’t have a bike, you bought a bike. You bought some weights, you did body weight training, you did HIIT training, but you weren’t on a reformer. You weren’t dead lifting, you weren’t Olympic cleaning. Those are the things that we’ve all rushed back to, because we can’t do that at home. I’m bullish on Pilates long term. I don’t see this as a fad because I don’t think most people are going to run out and buy a reformer for their home.
Profit Centers & Revenue Drivers
In today’s fitness landscape, profitability isn’t just about attracting more members — it’s about maximizing revenue through strategic profit centers. Fitness Premier and Western Racquet and Fitness Club have found success by introducing innovative offerings that enhance the member experience while driving revenue growth.
Rick King, the VP of Fitness Premier
76. Fitness Premier successfully increased profitability even with fewer new members. A key driver of this success was the introduction of Relax + Restore recovery suites, which not only enhanced the member experience but also unlocked a new membership tier — boosting both engagement and revenue.
For Mary Thomas, the owner and general manager of Western Racquet and Fitness Club, her top-performing profit center is Renew, the club’s wellness and holistic healing center.
77. Year-over-year growth for Renew is up 259%. The biggest drivers for the wellness center have been staff involvement and the power of word-of-mouth. Members share their success stories and that organic buzz has been invaluable.
Additionally, we’ve seen a rising demand for breathwork, meditation and stretching classes, which has further fueled Renew’s growth by creating a seamless connection between movement, recovery and holistic healing.
Recovery
As recovery becomes an essential part of the fitness experience, clubs are finding new ways to offer tailored and effective solutions. From strategic therapy pairings to customized recovery plans, industry leaders are elevating their offerings to meet the diverse needs of their members.
Edward Navan, a spa and fitness consultant
78. When bringing in recovery therapies for packaging and best results, make sure each therapy has a purposeful contrast such as hot and cold, redlight and PEMF, sauna and lymphatic drainage, and/or vibration. Every therapy has a pairing.
Taylor Decell, the manager/lead nurse at The Covery by The Houstonian
79. Customize recovery offerings to fit your membership base. Tailor promotions and packages to your club’s demographic — whether they’re seniors or pickleball fanatics — ensuring they get the recovery they need.
Mary Thomas, the owner and general manager of Western Racquet and Fitness Club
80. Our members work with the director to create personalized wellness plans, ensuring they maximize services like sound therapy, red light therapy, cryotherapy and more. By simplifying the process, the club makes it easier for consumers to navigate and benefit from tailored treatments.
Risk Management
Managing risk is a critical component of running a successful fitness facility. From preventing slip-and-fall incidents to maintaining equipment integrity, clubs must take proactive measures to ensure member safety and minimize liability. Brian Rawlings, the VP of sales and marketing at FITLIFE Insurance, shares key insights on the most common claims in the industry and the essential steps clubs can take to mitigate risks effectively.
81. We see a large number of claims related to a guest falling on wet or obstructed floors. While slip and falls may be common, they’re probably one of the most permissible claims we have. There are a few steps clubs can take to mitigate them: For dealing with wet floors, make sure any pool areas are properly maintained and drainage systems are cleaned and inspected regularly to prevent the pooling of water. Also, schedule mopping for low traffic hours and make sure the proper signage is on display until the area is completely dry.
82. The second common claim you see comes from equipment failure, from treadmills to cable machines. All club equipment faces wear and tear from daily use, and can be a source of claims when it breaks down. While this breakdown is inevitable over time, it can be managed with proper maintenance and planning. Club owners should ensure all equipment is inspected for wear damage or missing components on a regular basis. When a problem is identified, the equipment should be removed from the floor until it can be repaired or replaced properly. All equipment maintenance should be logged and documented for record keeping and to track any faulty equipment that potentially is breaking more often than others.
When hiring a salesperson, it’s essential to look beyond just experience and credentials. The best salespeople possess key traits that make them effective at building relationships, handling objections, and closing deals. Here are three critical qualities to look for when evaluating a potential sales hire from Hubspot.
83. Knowledge is Nonnegotiable: A good salesperson must be knowledgeable about their product to build credibility and trust. Thoroughness helps address potential concerns upfront, demonstrating professionalism, reliability and a commitment to excellent service.
84. Confidence Builds Trust: Confidently presenting your product and yourself makes customers feel more secure in their purchasing decisions. Balance knowledge, preparation and empathy to persuade without being pushy.
85. Adaptability Drives Success: Sales is ever-changing. Being adaptable allows you to pivot strategies, manage shifts and tailor your approach to each unique customer and situation.
Derek Riley, the president and COO of Zoo Health Club Corp, added this tip as well:
86. Focus on relationship-building over hard selling. Understanding customer needs and delivering tailored solutions fosters loyalty and increases long-term revenue.
Small Group Training
Small group training is a powerful way to provide personalized coaching while increasing revenue and accessibility for clients. However, to run a successful program, trainers must carefully plan their approach. The International Sports Sciences Association (ISSA) highlights four key strategies to maximize the impact of small group training.
87. Pick an Area of Focus: Structure your sessions around a specific goal, whether it’s weight loss, strength training or a particular fitness skill.
88. Figure Out Session Pricing: Price your sessions strategically to make them affordable for clients while ensuring they generate more income than one-on-one training.
89. Sell the Service: Market small group training effectively by highlighting its benefits through social media, gym promotions and direct client outreach.
90. Get to Know Each Client: Treat small group training like personal training by understanding each client’s goals and fitness level to provide individualized attention.
Social Events
In a post-COVID-19-pandemic world, social connection has become a top priority for many gym-goers, and fitness clubs are stepping up with creative events that go beyond traditional workouts. From friendly competition in swimming challenges to singles nights on the pickleball court, these gatherings foster community and engagement in ways standard fitness programming cannot.
Westly Tupa, the aquatics director of The Houstonian Club
91. Our 200-mile swim challenge built community through friendly competition and a weekly leaderboard. Rewards, social gatherings and shared milestones kept participants motivated. Many reached their goal, achieving weight loss and fitness gains. Overwhelmingly positive feedback confirmed its success in fostering connection and personal growth.
Amy Bokker, the director of partnerships and marketing at Pickle & Chill
92. At Pickle & Chill, pickleball has found a role not just as a sport but as a way for people to meet and connect. Singles nights — one of the club’s most popular events — bring together 60 people at a time, most of whom are not yet members. Dubbed “speed dating on the court,” these gatherings attract young adults looking to step away from the usual dating app routine and into a more relaxed, face-to-face experience. The success of these nights speaks to pickleball’s unique charm as a connector.
Erica Hubber, the activities director at DC Ranch Village Health Clubs & Spas
93. Since COVID-19 I feel like everyone is wanting to be more social. That really opened across the board everybody wanting to get out and to join our different activities. We have a partnership with Troon Golf. Every other week, I have an outing at one of the Troon locations. It’s a nine hole outing for anywhere from 20 to 40 golfers, depending on their space and what they can allow me. It’s a shotgun, so I arrange foursomes for that, and then there’s a lesson. It’s nice because we hit such a large group of members from first timers to avid golfers. We get members up there playing or doing the lesson, and then there’s a drink after that’s included. It’s very social.
Christine Morris, the director of membership and marketing at Club Greenwood
94. Look internally for talent. One of our membership advisors does voice acting and voiceover, so he’s our emcee every trivia night. He creates the questions and the slides — he does everything. We go to Costco and grab a couple of bags of popcorn, some salty snacks and drinks. It’s very minimal. I think the most we’ve ever spent on an event like that is about $200. We host it in one of our studios with one of our group fitness TVs, connect to that and have music and make it a good time. I would suggest looking internally to see what emcee talent you already have on hand, member wise as well. If you have a member is really good at events and things like that, they might be able to help you out.
Social Media Marketing
Social media marketing has become a powerful tool for fostering engagement and building community, especially in the fitness space. Allie McCullough, the club marketing manager at The Houstonian Club, emphasizes that social media is ideal for connecting with members by celebrating their successes and showcasing familiar faces.
95. Social media is perfect for member engagement. People love seeing familiar faces, celebrating successes and representing their club. It’s a great way to build connection and community.
To help you refine your strategy, here are three tips from Sprout Social on maximizing your social media presence, from leveraging short-form videos to tracking key engagement metrics and increasing brand awareness. These insights will help your brand connect with followers and create lasting engagement.
96. Short-form video content, such as TikTok and Instagram Reels, has gained immense popularity due to its high engagement rate. The 2022 Sprout Social Index data reveals short-form videos are 2.5 times more engaging than long-form ones, with 66% of consumers paying more attention to them. With accessible video production tools, even small budgets can yield success in creating impactful videos.
97. Most consumers find brand responses on social media to be the most memorable. To enhance customer engagement, companies should refine their messaging strategy, establish protocols for handling mentions and comments, and encourage user-generated content. Key customer service metrics to track include:
- Average first reply time: How quickly a brand responds to inbound messages.
- Reply or response rate: The percentage of customer interactions that receive a response.
- Resolution rate: The percentage of inquiries fully resolved, indicating overall customer support effectiveness.
- 98. If you want to increase brand awareness, here are the social media metrics you’ll want to focus on:
- Reach: Post reach is the number of unique users who saw your post. How much of your content actually reaches users’ feeds?
- Impressions: At the post level, impressions are how many times a post is displayed to someone. Impressions are a good indicator of how popular a piece of content is and that people may be viewing a post multiple times.
- Hashtag performance: What were your most-used hashtags? Which hashtags were most associated with your brand? Having these answers can help shape the focus of your content going forward.
- Video views: This may come off as a vanity metric. But on certain channels, like TikTok, views count as impressions and are therefore important to monitor.
Staff Retention
Staff retention begins during the recruiting process. From the moment you write a job description through the interview and onboarding stages, candidates are observing how you treat employees and how your company values are communicated.
Dave McKlveen, the chief people officer at VASA Fitness
99. Set clear expectations. Clearly define job responsibilities and how employees will be evaluated. Everyone wants to understand what success looks like and how to achieve it. By outlining expectations, responsibilities and goals, you set employees up for success, helping them support your business and stay with the company.
100. Over-communicate the benefits of working for your company. Pay, bonuses, health benefits, free memberships, and learning and development opportunities should not just be listed on your website. Find creative ways to consistently remind your team about the advantages of being part of your organization.
101. Provide regular feedback. You don’t need a formal performance review process to provide feedback. Ensure you’re meeting with employees regularly. Celebrate their successes and provide constructive feedback on areas for improvement. Frequent communication fosters engagement and helps employees feel valued.
102. Celebrate, celebrate, celebrate. Recognize birthdays, work anniversaries, graduations, company milestones and contest winners. Did someone receive a shoutout in an online review from a member? Share it with the team. Creating a culture of celebration fosters a team-oriented environment where employees appreciate and support one another.
Sarah Klebo, the director of human resources at Fitness Formula Clubs Corporate
103. Create a captivating work environment by implementing the 3×3 approach: each day, choose three employees and interact with them three times throughout the day, discussing both work-related and personal topics. This method cultivates a supportive and inclusive atmosphere where employees feel valued, recognized and respected.
Bonus: Provide opportunities for learning and development through training programs. Investing in your employees’ skills advancement can foster a culture of growth. If internal resources are limited, consider seeking external assistance.
Bonus: Offer competitive compensation and benefits packages that are comparable to the market and cater to the needs of your employees — this is essential for both retention and attraction. Complete an analysis of your competitors and what they’re offering to know where you stand and be ready to make adjustments.
Bonus: Recognize and reward employees for their achievements and contributions to maintain motivation and a sense of appreciation. This can range from small gestures like a high five to larger events such as an annual awards ceremony.
Strength training is rapidly evolving in the fitness industry, with a growing focus on functional movements and accessible formats for all experience levels. Industry experts highlight the shift toward more open spaces dedicated to functional strength training and working strength into group fitness. These trends reflect the demand for strength-based programs that promote overall wellness and fitness across different club environments.
Amy Boone Thompson, the owner and CEO of IDEA Health & Fitness Association
104. On a macro level, I see more space being given as open space and strength training, but it’s more functional strength training. We’re still seeing a lot more of the footprint being used for that and less dedicated to your traditional cardio machines. We’re seeing big boxes creating more open space to accommodate more people with more functional or HIIT-type training.
Tiffany Hamlin, the vice president of fitness at Gold’s Gym SoCal
105. I think strength training will continue to be popular. So the more we can apply that into the group exercise room. I think that’ll stay on trend, especially for people who are just getting into it; people who might be beginners, who need a little bit more explanation, but want to get into strength training and want to pursue it seriously. I think that will be really helpful.
Loryn Huff, the national program director for Midtown Athletic Clubs
106. The strongest trends in fitness classes right now are pure strength training, particularly focused on loaded strength with barbells. These strength classes prioritize proper form over high-intensity movements, with an emphasis on improving strength and promoting overall longevity. Additionally, dual and triple-sided experiences, such as boxing combined with strength training, continue to be highly popular. These classes cater to members looking for variety and a balance of strength-building and functional fitness, maintaining strong demand across different club locations.
Youth Programming
Here are four tips for creating a successful youth fitness program, based on the American Sports and Fitness Association:
107. Build a Strong Foundation: Focus on developing key fitness areas such as cardiovascular endurance, strength, flexibility and proper technique. A solid foundation helps kids stay injury-free and sets them up for future athletic success.
108. Make It Fun and Engaging: Incorporate games, challenges and friendly competition to keep kids excited about staying active. Using music and varying the format of workouts can help maintain their interest.
109. Use Age-Appropriate Equipment: Ensure safety by using lightweight, colorful and easy-to-handle equipment that suits the child’s size and ability. This helps boost confidence and ensures a fun, injury-free experience.
110. Celebrate Progress and Set Goals: Recognize and reward improvements, big or small, to motivate kids. Celebrating milestones with certificates or small prizes can encourage continued effort and foster a love for fitness.
These strategies ensure youth fitness programs are enjoyable, effective and impactful.
