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How to Rethink Your Fitness Business Space and Maximise Efficiency and Profitability

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How to Rethink Your Fitness Business Space and Maximise Efficiency and Profitability

Is your fitness business making the most of its space? Many gym owners don’t realise just how much wasted potential exists within their four walls. Whether it’s inefficient layouts, underutilised rooms, or outdated facilities, rethinking your space can significantly enhance member experience, increase revenue, and future-proof your business.

The owners of The Fit Club, a 20,000-square-foot gym, found themselves only effectively using half their space. Instead of moving to a larger (and more expensive) facility, they decided to optimise what they already had. Here’s how they did it—and how you can rethink your own space to maximise efficiency and profitability.

1. Audit Your Current Layout

2. Unlock Hidden Value by Converting Back-End Spaces

3. Open Up Your Floor Plan

4. Reconfigure Changing Rooms for Efficiency

5. Future-Proof Your Gym by Adapting to Trends

1. Audit Your Current Layout

Before making any changes, evaluate how your space is currently being used. Walk through your facility and ask yourself:

  • Which areas are always busy, and which are empty most of the time?
  • Are certain activities taking up too much room for their actual demand?
  • Are there any bottlenecks that affect the flow of movement in your gym?
  • Are some pieces of equipment underutilised while others have constant wait times?
  • Do your members naturally navigate the space, or do they struggle to find their way around?
  • Are there dead zones—spaces that serve no real function or feel uninviting?

How to Conduct an Effective Audit

  • Observe Peak and Off-Peak Hours: Take note of member behaviour during busy and quiet times to identify areas of congestion or underuse.
  • Survey Your Members: Ask them which areas they love and which they avoid, giving you insight into potential improvements.
  • Track Usage Data: If you have digital check-ins for classes or equipment usage reports, analyse them to spot trends.
  • Walk Through with Fresh Eyes: Bring in a consultant, trainer, or even a trusted member to get a fresh perspective on layout issues.

Bigger doesn’t always mean better…

The Fit Club realised that their spin class was held in a massive room that lacked atmosphere. By knocking through a wall, they created a smaller, more engaging spin studio. This freed up space for a new functional training area and additional classroom, making better use of their facility.

Food for thought: What areas in your gym could be repurposed for a better experience?

2. Unlock Hidden Value by Converting Back-End Spaces

Some of the most overlooked areas in a gym aren’t the ones members see daily—they’re the spaces tucked away behind the scenes. Storage rooms, oversized admin offices, and bulky heating systems often take up more room than necessary, limiting your ability to make the most of your square footage.

By streamlining these back-end spaces, you can unlock valuable real estate within your gym. This could mean converting an oversized storage area into a stretching zone, downsizing an admin office to free up room for a PT consultation space, or upgrading an outdated heating system to reclaim space for additional equipment. Every square foot matters—optimising these hidden areas can lead to better functionality, improved member experience, and new revenue opportunities.

How to Identify Wasted Back-End Space

  • Check Storage Rooms: Are they cluttered with unused or outdated equipment? Could they be downsized to free up space?
  • Review Admin Areas: Are offices larger than necessary? Could remote work or a shared workspace reduce their footprint?
  • Assess Utility Spaces: Could a bulky heating system be replaced with a compact, modern alternative to reclaim valuable square footage?

Downsizing can be your best friend…

For example, The Fit Club’s boiler room was noisy, inefficient, and taking up prime real estate near the gym floor. By upgrading to a more compact heating system tucked away in an unused corner, they freed up enough space to create an overflow dumbbell room—instantly improving member experience and satisfaction.

Food for thought: Where are your hidden gym spaces that could be repurposed for functional use?

3. Open Up Your Floor Plan

Many gyms start with segmented spaces, creating separate rooms for different training styles, but as membership grows, this can become restrictive. An open-plan layout allows for greater flexibility, making it easier to adapt to trends, maximise floor space, and improve member flow.

By removing unnecessary partitions, gyms can create multi-use zones that accommodate a wider range of activities, from functional training to group classes. This not only enhances the member experience but also ensures the space evolves with demand, supporting long-term growth and scalability.

  • Do walls, treatment rooms, or unnecessary partitions limit the usability of your gym floor?
  • Would an open-plan design allow for better class integration and member flow?
  • Are there areas that feel cramped or uninviting due to excessive division?

How to Open Up Your Space

  • Evaluate structural walls—vs. non-load-bearing walls to see what can be removed.
  • Consider multi-use zones—open spaces can double as areas for classes, circuits, or PT sessions.
  • Ensure member flow is intuitive—a clear and open space should make it easy for members to navigate.

Time to knock down those walls…

To create more usable space, The Fit Club stripped away small walls and unused rooms, opening up their gym floor. This allowed them to install additional power racks, making them the go-to gym in town for strength training.

Food for thought: Could merging two smaller areas into one larger space create a multifunctional zone for group classes and individual training?

4. Reconfigure Changing Rooms for Efficiency

Changing rooms are a necessity in any gym, but they’re often seen as purely functional spaces rather than valuable real estate. Many gyms dedicate too much square footage to locker areas that remain underutilised, while other parts of the facility feel cramped or overcrowded. With a smart redesign, changing rooms can be optimised to improve efficiency, free up space for new revenue-generating opportunities, and enhance the overall member experience.

How to Optimise Changing Rooms

  • Assess locker usage—do you have more lockers than needed, or could you offer smaller, more compact options?
  • Look at shower and toilet areas—could a better layout improve space usage?
  • Consider premium options—such as dedicated PT client rooms or upgraded amenities.

Your changing rooms can be a goldmine…

The Fit Club’s male changing room was much larger than necessary, so they redesigned the space, creating a more compact ladies’ changing room. With the extra space left behind, they saw an opportunity to repurpose it for something high in demand—a reformer Pilates studio. The result? A waitlist of 200 eager members before the studio even opened.

Food for thought: Could resizing your changing rooms create space for a new revenue-generating service?

5. Future-Proof Your Gym by Adapting to Trends

The fitness industry is constantly evolving, with new trends, training methods, and member expectations shaping the way gyms operate. Future-proofing your gym isn’t just about keeping up—it’s about staying ahead, ensuring that your space, services, and offerings remain relevant and competitive.

Whether it’s incorporating functional fitness zones, recovery areas, or the latest tech-driven experiences, adapting your gym to emerging trends can keep members engaged, attract new audiences, and create new revenue streams. The key is to remain flexible, listen to your members, and be proactive rather than reactive when it comes to change.

  • Are your members asking for new training styles like reformer Pilates, functional fitness, or recovery zones?
  • Would a dedicated area for personal training, stretching, or small group coaching add value?
  • Are wellness trends, such as cold plunge pools or sauna therapy, something your members would pay for?

How to Stay Ahead

  • Talk to your members—find out what new services they’d like to see.
  • Study industry trends—look at what leading gyms are adding to their offerings.
  • Test new concepts with pop-up classes or trial memberships before committing to a full renovation.

Fitness trends keep your members keen…

The Fit Club recognised that reformer Pilates was more than just a passing trend—it was a service their members were craving. By converting an underused area into a dedicated reformer Pilates studio, they tapped into this demand, keeping their offering fresh and competitive.

Food for thought: What’s one fitness trend your gym could introduce with a little spatial creativity?

Final Thoughts

You don’t always need a bigger space to grow your gym—you just need to use it more efficiently. By auditing your layout, repurposing wasted space, opening up your floor plan, optimising changing rooms, and adapting to trends, you can transform your facility into a high-performance fitness business.

More to Read...

Get your club in shape.

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Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
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Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

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Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

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The Power Of Online Reviews For Growing Your Gym

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The Power Of Online Reviews For Growing Your Gym

Over our twenty five years in the fitness industry, we have worked with thousands of independent club owners to help them build a successful gym. While a gym can try and thrive on word of mouth alone, more people than ever are starting to take the recommendation of Google much more seriously than their friends and colleagues.

In fact, did you know that over

88%

of customers read Google reviews to determine the quality of a local business before they make contact for the first time.

While a loyal community is great for spreading the word, if an independent gym really wants to increase their members beyond that tight knit group of loyal regulars, they need to make sure they are showing up in all the right places. It shows prospective members that your gym is one worth their time and money!

What will we cover in this article?

(you can also click to skip ahead!)

Why Are Online Reviews So Vital?

How To Get Better Reviews...

Step 1: Deliver Outstanding Member Experience

Step 2: Optimise Your Online Listings

Step 3: Ask for Feedback

Step 4: Simplify Your Review Process

Step 5: Engaging With Your Reviews

Step 6: Hitting Multiple Platforms

Step 7: Track Reviews and Reputation

Why Online Reviews are vital for developing the online presence of an independent gym

Many consumers are so reliant on online reviews and ratings that it has almost become subconscious. Studies have shown that there is almost unthinking recognition of the number of little golden-yellow stars that appear in the top right of nearly every Google search.

Even if they don’t read the individual reviews themselves, nearly all customers are looking for the condensed summary of those reviews. And the difference between a 4.8 and a 3.8 can be seismic when it comes to attracting new members for an independent gym or fitness club.

Building a strong online presence is vital for any gym looking to bolster its reputation and help draw in new members. So we’ve put together a step-by-step guide tailored around our work with independent gyms and fitness clubs to ensure any gym owner can start to cultivate a positive web presence and reviews swiftly.

7 Steps To Getting
Better Reviews For Your Club

Step 1: Deliver an Outstanding Member Experience

It might sound obvious, and that is because it is. But that doesn’t mean it should go unmentioned. The rest of this guide and all of the steps below won’t amount to much if the service and experience that the gym members are receiving isn’t high quality.

When we talk about enhancing online reviews and web presence, we aren’t talking about deceiving potential members. First and foremost, a gym must reliably and routinely deliver an outstanding experience to their members. We have gone into great detail on how to do this in our other blogs and articles, so for now we will just focus on the things that will shine through in those reviews. 

Gyms should focus on personalised service, maintain a clean and welcoming environment, and offer classes and equipment that meets and exceeds the needs of the membership. From the moment a member enters your gym, the customer journey should reflect a high standard of care and professionalism. Happy members are more likely to become vocal advocates, sharing their experiences online and leaving those all important positive reviews So above all else, make sure their satisfaction is a top priority.

hand writing on the budget planning

Step 2: Claim, Optimise and Customise Your Online Listings

When we have talked through this step with Independent Gyms, our support teams are usually either met with “Of course” or “What?” with little in between.

Claiming your gym’s online listing, especially on Google, is crucial for building credibility, increasing findability and looking professional.

A significant number of Gyms and Clubs haven’t even set up their listing properly on significant hubs of internet traffic such as Google and Facebook. Even if a gym is still in the process of building a member base, ensuring your listings and business profiles are accurate gives potential reviewers the information they need and allows you to control your online image. 

Accurate, consistent listings across platforms help establish trust and make it easier for people to find and review your gym. If members aren’t able to correctly identify your business profile to leave a review, that positive feedback is going nowhere. Equally, if prospective members are unable to access the business profile of an independent gym, that is an even worse sign.

Step 3: Ask for Feedback

“If you don’t ask, you don’t get”. Truisms are often just that. True. Asking members for reviews can be a bit of a balancing act. No business wants to annoy or bother their customer base unnecessarily. But harnessing that feedback is essential for building your online reputation.

And it doesn’t have to be blunt and apparent, by encouraging a culture where gym staff encourage members to leave feedback, especially after they’ve had a positive experience, the process can seem quite natural and unintrusive. We have even encouraged gyms to set up a “review station” in the gym where people can quickly leave a comment, or use automated follow-up emails to ask for feedback post-workout. Let members know that their experiences matter and they will make their opinions heard. 

Step 4: Simplify the Review Process

This is a key rule for collecting feedback in any line of work. The simpler the feedback request, the more likely it will be completed.

For an independent gym, convenience is key when it comes to encouraging reviews. Make the review process as simple as possible by providing direct links to your review profiles in follow-up emails, on your website, or through your member app. This saves members time and makes it easy for them to leave feedback.

A quick rating of 5 stars is worth a lot, as we covered at the start a lot of members just glance at the number of stars and the number next to the stars. So while a detailed testimonial is great, a five star rating is better than no rating at all. 

Step 5: Engage with Every Review (Positive or Negative)

Responding to reviews, whether positive or negative, shows members that you value their opinions and are dedicated to listening and improving in order to build a better experience.

Just as important, responding lets you control and influence the narrative. For positive reviews, thank members for their feedback and let them know you’re glad they’re enjoying the gym. For negative reviews, always stay calm and professional. Address concerns directly, offer solutions, and demonstrate that you’re open to making improvements. Engaging thoughtfully with all reviews enhances your credibility and shows prospective members that you genuinely care about feedback.


Sometimes it can take surprisingly little effort and understanding to turn a negative review into a positive one. 

Paper clipboard with text Customer Reviews and wooden cube with star icon. Business concept.

Step 6: Showcase Positive Reviews Across Platforms

Positive reviews are some of the best marketing tools that independent gyms have at their disposal. 

Once an independent gym has started to accumulate a good number, they should start being featured on their website, social media channels, and in promotional materials.

This can help prospective members feel confident about choosing the gym and boost the gym’s credibility in the local community. A simple “Member Success Stories” section on your website can create a powerful impression and attract more fitness enthusiasts to join.People enjoy a human story, especially in the fitness world. Positive reviews and experiences can leave people feeling motivated and inspired, and gym’s can harness that to great effect. 

Step 7: Track Reviews and Reputation

In order for an independent gym to keep their reputation strong they must regularly monitor review activity. It isn’t enough just to get a review score up to 4.5 or 4.8. It is about keeping it there. 

By setting up Google Alerts or using reputation management tools to receive notifications when your gym is mentioned online, an independent gym’s management can stay ahead of the curve. This allows them to stay on top of reviews and address any new feedback in a timely manner. Regularly review your approach to ensure it’s in line with what your members appreciate most, and make adjustments as needed to stay effective.

What Next?

Building a great online reputation is a continuous process, but by focusing on member satisfaction, consistently encouraging feedback, and thoughtfully managing your reviews, an independent gym or fitness club will be on the right track to creating an online presence that reflects their gym’s commitment to quality and community.

By maintaining their Google Business Profile, ensuring the review score remains high and encouraging members to leave their earnest feedback, an independent gym can help create a positive, professional and genuine web presence that will instantly appeal to any prospective members that find themselves landing on their section of the internet.

If you are interested in learning more about how your independent gym or fitness club could upgrade their web presence, whether it is via reviews, membership management or investing in the actual gym website itself, perhaps you are in the right place.

Here at Ashbourne we have over twenty five years experience helping independent gym and fitness club owners raise their presence and streamline operations across their gym. Our services go much further than just web presence as well, with everything from access controls to payment collection and turnstile installation. If you are interested in seeing what Ashbourne can do for your independent gym, whether it is a new project or an industry veteran, contact our demo team here. 

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Supercharge Your Gym: The Power of AI for Independent Fitness Clubs

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Supercharge Your Gym: The Power of AI for Independent Fitness Clubs

Remember when AI was just a buzzword? Well, those days are long gone. AI is exploding, and it’s about to revolutionise the fitness industry.

At Ashbourne, we’ve been helping gyms like yours stay ahead of the curve for over 25 years. And trust us, AI is the next big thing.

This guide will show you:

  • How AI can boost member engagement: Personalised workouts, AI-powered chatbots, and more!
  • The secrets to increasing efficiency: Automate tasks, predict demand, and optimise energy use.
  • How to gain a competitive edge: Leverage AI to attract new members and keep them coming back.

We’ll cut through the jargon and show you how AI can actually help your gym thrive.

Let’s dive in!

What will we cover in this article?

(you can also click to skip ahead!)

AI in Gyms: What's in it for You?

How AI Can Help With Predicting Your Demand

Collecting and Analysing Feedback and Surveys

Creating Tailored Training Programmes

Introducing an AI-Powered Gym Website Chatbot

Implementing a Personalised Membership Recommendation System

AI Analysis and Optimisation of Energy Consumption

Implementation of ‘Virtual Personal Trainers’ and ‘Virtual Workout Monitoring’

AI-Powered Equipment and Facility Management

How AI Can Boost Member Engagement, Satisfaction and Retention

How AI Can Increase Data, Data Quality and Data Analytic Capacity

The Future of AI For Your Gym

AI in Gyms: What's in it for You?

Before diving into the details, we’ll start with a quick overview of how AI can be used in the fitness industry and the benefits it offers gym owners. This will cover the main ways AI is already being used or is expected to be used soon.

With all the hype and misinformation around AI lately, it’s important to clarify what AI can and can’t do right now. This section will help you get a sense of whether AI’s benefits are a good fit for your gym.

As with any new technology, there are a lot of exaggerated claims. Here’s a quick look at AI’s key benefits in the fitness world, especially for gym owners.

Key Benefits of AI for Gym Owners:

  1. More Actionable Data: AI helps generate valuable insights quickly, allowing gym owners to make informed decisions. Even small gyms can access the kind of data that would usually require a full-time role or outsourcing.

  2. Increased Staff Efficiency: Automating routine tasks frees up time for staff to focus on more important work. This boosts productivity and can improve staff morale, which in turn can enhance member retention.

  3. Lower Outsourcing Costs: AI can handle many tasks that would typically require outsourcing, helping reduce operational costs and boost profit margins.

  4. Scalable Growth: AI makes it easier to scale your gym without losing efficiency. It helps manage the challenges of expansion and cuts down on additional costs.

  5. Better Member Experience: AI can handle member inquiries instantly, 24/7, improving satisfaction. While it can’t fully replace human interaction, it’s a great way to enhance communication and feedback collection.

In short, AI can be a game-changer for gyms, driving efficiency, improving staff and member experiences, cutting costs, and providing valuable data insights. When used correctly, it can help grow your business and make day-to-day operations smoother.

How AI Can Help With Predicting Your Demand

Before AI and automation, predicting gym attendance was either a guessing game or a time-consuming process. Now, gym owners are using AI to analyze past data and better understand demand. By looking at things like seasonal trends and equipment usage, AI helps predict peak times—down to the day, hour, or even minute.

This data lets gym owners fine-tune class schedules, balance peak/off-peak times, and even make smarter decisions about equipment repair or purchases. It all adds up to a better member experience, boosting retention, satisfaction, and growth.

Collecting and Analysing Feedback & Surveys

AI is making it easier than ever for gym owners to collect, analyse, and use feedback. Whether it’s from the gym’s website, social media, or in-person, AI and automation are speeding up the process of turning feedback into valuable data.

Feedback and surveys have always been important in the fitness industry, but the process of sorting through and analysing them used to take a lot of time and effort. Now, with tools like sentiment analysis, AI helps gym owners quickly understand feedback from surveys, social media, and reviews, saving hours of work.

This shift allows gym owners to make data-driven decisions faster, improving member experience, boosting retention, and driving growth.

Creating Tailored Training Programmes

AI is changing member expectations when it comes to personalised training programmes. Gym owners are using AI tools to create custom workout plans based on each member’s goals, fitness level, and workout habits. These plans can be updated and improved over time, giving members a sense of continuous support.

While gym owners should still review the quality of these plans, AI-driven programs keep members engaged and help them feel valued, shifting the gym experience from just a place to work out to a place that actively supports their fitness journey.

Many AI systems also integrate nutrition plans, which can be key to keeping members motivated and on track with their goals.

The best part? AI systems can be used at any scale—whether you have 100 or 500 members—without straining resources. When paired with staff and trainers, AI can be a powerful tool to boost retention, satisfaction, and engagement, offering great value with minimal cost.

Introducing an AI-Powered Gym Website Chatbot

AI-powered chatbots are becoming a go-to tool for gyms, handling basic customer service tasks quickly and efficiently. They can answer common questions like membership prices, class schedules, facility crowd levels, and more—saving time and resources.

While chatbots aren’t meant to replace all customer service, they’re great for handling routine inquiries 24/7, freeing up staff to focus on more complex questions. This boosts communication with both potential and current members, helping increase sign-ups and improve overall member satisfaction.

Implementing a Personalised Membership Recommendation System

AI is also being used to recommend personalised workouts and classes based on each member’s goals and preferences. These recommendations help boost engagement with classes, which can lead to increased spending if they’re paid, or better attendance if they’re free.

Just like with tailored training plans, this personalised approach makes members feel more valued, improving retention and satisfaction. Plus, if the recommendations work, it boosts morale and overall engagement. The best part? AI systems can quickly learn to make accurate recommendations, especially since many classes have similar structures.

AI Analysis and Optimisation of Energy Consumption

AI is also making a big impact on energy management in the fitness industry. Running a gym can be energy-hungry, with equipment, lighting, and amenities like saunas or pools driving up costs. For 24/7 gyms, the bills can get even higher.

Thankfully, AI-powered tools are helping gyms track and optimize energy use. By analyzing energy consumption patterns—comparing peak and off-peak times—AI helps gym owners cut down on waste and adjust energy use accordingly. This can lead to significant savings and a more efficient gym overall.

Implementation of ‘Virtual Personal Trainers’ and ‘Virtual Workout Monitoring’

Virtual personal trainers and workout monitoring might sound futuristic, but they’re already being used in some gyms. While still in early stages, these AI-powered tools are rapidly evolving as the tech improves.

Virtual personal trainers aren’t new—they became super popular during the Covid-19 lockdowns. But soon, the mix of human and AI trainers will take over, offering round-the-clock support via gym apps or websites. These AI trainers use member data to provide personalized workout plans, track progress, and offer feedback.

Some gyms are also experimenting with AI video feedback, where the AI analyses members’ form in real-time or from recorded workouts. Though still developing, this could have a huge impact on members’ fitness journeys.

With AI handling some of the personal training duties, gyms can keep members motivated and engaged even when they’re not at the gym, reducing pressure on staff while increasing retention and satisfaction. It’s a powerful tool for both member experience and marketing.

AI-Powered Equipment and Facility Management

AI tools aren’t just great for managing energy usage in gyms—they’re also game-changers for equipment maintenance. By tracking factors like the time since last service, typical maintenance intervals, and the performance of similar machines, AI builds a clear picture of when repairs are needed.

This proactive approach helps gym owners reduce downtime, keeping more equipment available for members, which boosts satisfaction and retention—especially during peak seasons like New Year’s and summer. Plus, AI can even anticipate maintenance needs ahead of these busy periods, ensuring smooth operations when it matters most.

How AI Can Boost Member Engagement, Satisfaction and Retention

One of the biggest takeaways from this guide is how AI-powered tools can transform the member experience in gyms and fitness clubs. With the right implementation, these tools let owners deliver more value, personalised support, and attention than ever before, giving them an edge in attracting and keeping tech-savvy members.

Gyms are no longer just workout spaces—they’re service providers offering guidance and expertise. AI plays a vital role in this shift by complementing staff, filling in gaps when they’re unavailable, and providing insights into member preferences and routines. This boosts engagement and retention while freeing up staff to focus on deeper, more personal interactions.

The result? A smarter, more responsive gym experience that runs efficiently around the clock. By automating routine tasks and using data to fine-tune services, AI helps create a seamless member journey, ultimately improving satisfaction and loyalty without replacing the human touch. The potential impact on both member retention and overall operations is huge.

How AI Can Increase Data, Data Quality and Data Analytic Capacity

At Ashbourne Membership Management, we believe data is key to transforming any business. AI-powered and automated tools make it easier for gyms and fitness clubs to capture and analyse data more effectively, and fast.

The personalised, member-focused approach we’ve discussed relies on smart data management—handled by both AI tools and staff. AI doesn’t replace people but enhances how they work, streamlining processes and unlocking untapped potential for smarter operations.

As personalised service becomes the new standard, the gyms that stay competitive will be those investing in advanced data systems now. Whether big or small, using AI to power data-driven decisions is the next step toward better member experiences and lasting success.

The Future of AI For Your Gym

As we wrap up this guide, let’s look ahead at the future of AI and automation in the fitness industry—and how we’ll continue covering this exciting, fast-growing field.

AI tools are already making waves, even in their early stages, highlighting the massive potential for gym and fitness club owners who invest in these technologies now. From sentiment analysis to virtual personal training, the capabilities will only expand as adoption grows and systems evolve.

Gyms that embrace AI today position themselves to thrive as the technology becomes more sophisticated. Beyond short-term advantages like better efficiency and engagement, adopting AI now is a smart move to future-proof your business for long-term success. If you’re in the fitness industry, AI should be firmly on your radar—it’s the key to staying competitive in the years ahead.

The Main Benefits of AI...

  • Increased Member Satisfaction, Retention and Engagement: With the correct application of AI-powered systems, Gym and Fitness Club owners can deliver a more personalised service with significantly increased coverage and ability.

  • Improved Data Capture, Quality and Analysis: Given the ability of AI-powered tools to verify, validate, capture and analyse vast amounts of data at a rapid pace, it will help transform how gym and fitness club owners handle and process their data.

  • The Potential to become ‘Industry Standard’ and ‘Early Adoption’: As more Gyms and Fitness Clubs start to adopt this technology, the more expected it will become for facilities to embrace it. This is a well-known ‘tipping point’ within business. Any Gym or Fitness Club that adopts and masters AI-powered technologies early stands to not only stay competitive but may gain a vital edge over less tech savvy competitors.

  • Integrated and Partially Automated Facility Management: By using AI-powered tools to automate mundane, daily and predictable tasks, significant amounts of staff-hours can be freed up. By harnessing the predictive abilities of AI-systems, efficiency savings can be made in areas such as energy and maintenance.

Our Final Thoughts

The future of AI in the fitness industry looks brighter than ever, promising even more transformation in a field that’s already evolved dramatically over the past decade.

If this guide has sparked ideas for your gym or fitness club, you’re in the right place. At Ashbourne Membership Management, we’ve been helping gyms stay ahead of the tech curve for over 25 years. Whether you need advanced membership management, cutting-edge access controls, or powerful BI dashboards for smart data insights, we’re here to help take your facility to the next level.

Interested in learning even more about how AI can support you in supercharging your gym? Check out our eBook for a more in depth walkthrough of the power of artificial intelligence and see what you can implement in your gym today!

More to Read...

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Different Ways to Grow Your Gym in 2025

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Different Ways to Grow Your Gym in 2025

With the victories and defeats of 2024 now set in stone, it is time to turn our attention to 2025 as a year. Not just preparing for the New Year Rush as was our focus in November and December, but taking the time to look over strategies for the whole year.

With over twenty five years experience helping our partners collect, analyse and act upon data insights, we know the importance of a year and how much a gym can achieve if the year approached correctly.

If you have come here looking for sage advice on how to deal with January and the New Year rush, take a look through our articles and blogs over the last month or two. Whether it is how to prepare for the New Year rush here or how best to capitalise and utilise seasonal trends here our website has something for everyone at this famously busy and profitable time within the fitness industry. 

But in our first blog of the year, we will be pulling back to look at 2025 as a whole. We now know the contents of 2024, but what does 2025 hold? Our first topic will be that all important topic…Growth!

The New Year represents a perfect time for independent gym and fitness club owners and management to separate themselves from the events of 2024 and reflect on the year as a whole. In a business that often operates seven days a week and increasingly 24 hours a day, it can be hard to know when to sit back and focus on the bigger picture.

In order for an independent gym or fitness club to thrive, we know it is vital to have a coherent and active approach to strategy the whole year through. So let’s take a look at some ways that independent gyms can build on the successes of 2024 and maximise growth as we move into 2025.

What will we cover in this article?

(you can also click to skip ahead!)

Market Research: Study the Area, Identify Unique-Selling-Points and Poorly Serviced Interests

Partnership and Collaboration: Securing Partners in the local area

Tech Refresh: Innovation and Integration in 2025

Digital Content Refresh: Review Social Media and Digital Marketing campaigns

Custom, Flexible Membership Tiers: Agile pricing for an Agile Generation

Events, Open Days and Outreach

Smart Fitness: Equipment, Infrastructure and Choices with Purpose

Investing in Staff: Training, Development and Encouraged

Growth and Retention

Market Research

Study the Area, Identify Unique-Selling-Points and Poorly Serviced Interests

For those of you who know us here at Ashbourne, you know we have always advocated a data-driven approach without ever losing sight of the people who constitute that data.

And our first method for growing an independent gym in 2025 encapsulates that perfectly. Understanding the area, the community and the people within it is vital to increasing growth.

One unique advantage independent gyms and fitness clubs enjoy is the ability to truly know and integrate themselves into an area. And this is a never ending process. Areas change, and people change. Moving away, getting older, having children. The market research that you undertook in 2018 might indicate a very different area to the one you will discover in 2025.

This advice is even more pertinent for any independent gym or fitness club that has never taken an extensive market research project into their local area. Understanding what the competition is offering, what markets are catered to and what niches are not being served is absolutely vital to maximising growth.

The goal of this market research is to understand what your club can better cater towards when it comes to your service in general, or how you can best communicate with your members via both your socials and your website. And the good news is that people are often very keen to tell you what they would like to see and every gym should have a list of their offerings on their website.

Collecting and collating this information can give a significant edge when it comes to determining what classes to introduce and expand as an Independent Gym continues through 2025. 

Some of the big questions it can raise might be: Is your area significantly lacking functional fitness offerings? Has the most popular spot for High-Intensity Interval Training closed down? Is there more demand for yoga or pilates than there is supply in your area?

The information is out there, it only needs to be gathered and processed into usable data. 

And if you’re stuck on ways to collect this data, then why not try any of the following:

  • Create a simple form using Google Forms or another free form service, to create a simple location to store all the responses.
  • Try sending this out in a short email to your members asking for their feedback.
  • You might even pair it with a reward or competition to incentivise people filling it in e.g. everyone who fills in the form gets put into a draw to win a prize or discount.
  • Send out this feedback form automatically to any members who cancel. You can also use this as a way to try and get them back by fixing any issues they raise.
  • Your personal trainers or staff can ask members who they speak to or provide sessions while on the gym floor.

Your business is all about supply and demand, and while this is a simplified version of it, identifying the demands within the local area and providing the supply can only fuel growth for an independent gym.

Partnership and Collaboration

Securing partners in the local area

Our second growth fuelling method continues our focus on the local operating area. As we said above, these areas represent a unique advantage that independent gyms enjoy over their corporate and chain counterparts.

The ability to partner and collaborate with local businesses is a powerful asset for self-promotion, integration and brand recognition. A positive association or endorsement from a trusted local business can be invaluable in establishing or development the brand and reputation of an independent gym within the area. 

Not only that, but partnering with businesses in the area that share your values and operate in adjacent fields such as health, sports, health food or fitness clothing can lead to a significant increase in exposure for an independent gym.

By cooperating and forging meaningful and impactful partnerships in the area, an independent gym can help project their brand well beyond their four walls in a measurable and impactful way. 

Tech Refresh

Innovation and Integration in 2025

As we mentioned in the introduction, when an independent gym is operating 7 days a week and often 24 hours a day, there can be a tendency to get complacent once things hit BAU (Business-As-Usual), at least on the tech front.

After all, if the software and hardware is working, why change?

Only much like the local area, hardware and software change and change rapidly. The local area isn’t the only thing that looks very different in 2025 when compared to 2018. 

Which is why it is good to use a benchmark such as a New Year as a good time for a tech review. Survey and capture data from members, staff and management to understand what parts of your software and hardware are regarded as positive. What deficits and bugs have just become ‘accepted’ or worked-around.

A lot of staff time and energy can be lost working around inefficient software and outdated hardware. Identifying this can free up a significant amount of capacity at very little cost.

So when embarking on a tech overview, an independent gym should look for a software and hardware provider that streamlines important daily functions such as class bookings, payment and debt collection, membership categories and access controls.

Automated emails save time on having to onboard new members as much in-person. A reliable access control allows your staff to be more comfortable leaving the front desk without the concern that non-members are getting on to the site. More comprehensive business software can cut hours out of your bookkeeping by giving you detailed reports of how many members you have and how much revenue you’re bringing in.

All these things add up and just a few software updates can give you dozens of hours back a month that you can focus on doing other tasks without the need to hire more staff and add more costs to your business.

A new piece of tech is always cheaper than a new member of staff and might be just as effective at helping you run your club.

It is important to fight the feeling that the software and hardware you have is good enough to do the job. In our experience, you would be surprised by how much time outdated software can take up in a team and distract you from working on other projects to grow your business. 

No part of your business works in isolation and inefficient, outdated or hard to operate software and hardware can be a key inhibitor of growth for an independent gym. The benefits that a tech review and shake-up could bring might reverberate through 2025 and beyond.  

Digital Content Refresh

Review Social Media and Digital Marketing campaigns

Social media has been one of the defining marketing tools of the last decade and as we enter 2025 that trend is showing no sign of abating for independent gyms and fitness clubs. Not only does it remain one of the most cost effective for independent gyms to reach new members, strides in algorithmic and ad-targeting mean that it is even more effective for independent gyms looking to target specific demographics.

As with software and hardware above, it is important to review the campaigns, strategies, brand voice and templates that your gym has been using. The social media landscape changes quickly. It is important to make sure that the approach to your socials is keeping up with the trends of the day, so you can be sure that people are paying attention to what you’re sharing, and not simply yelling into the void!

Not only that, but it is important that the templates, brand voice and content still represent your independent gym as a brand and community. Has a certain aspect of the branding changed? Is there a new section of the facility or a new class offering? 

There’s no point in promoting your club as a corporate space, if it’s got a casual edge to it, and vice versa. You need to ensure that you’re always marketing your gym honestly, so it actually attracts a membership who will feel at home on the gym floor.

Custom, Flexible Membership Tiers

Agile pricing for an Agile Generation

The industry has come a long way from its ‘one-size-fits-all’ heyday. The rise in smartphones and digital technology has meant an increased focus on flexibility, modular services and proactive pricing strategies. With tech-savvy ‘Gen Z’ and Millennials making up an ever-larger demographic of the ‘typical’ independent gym and fitness club, it is important that these generational headwinds are acknowledged and catered to.

Increasingly members want to be able to pick and choose what they do. A single membership tier that lumps in all the services is not going to be seen as good value for money, even if it is! 

This is where the ability to adjust membership tiers on the fly, respond to popular demand and set up and manage multiple bespoke tiers of membership will be invaluable in making an independent gym or fitness club stand out from their local competitors. 

With the right gym membership management tools, these tasks can become as easy as clicking a few buttons. The ability to react to the desires of the membership and the competition in the local area (see point 1) means that members feel like they are getting a cutting-edge and responsive service that wants to cater to their desires. Combine that with discount codes and social media-backed promotions and you have a powerful and versatile engine at the centre of an independent gym to drive growth through 2025.

Events, Open Days and Outreach

In the past we have focused on the importance of getting prospective members through the door of an independent gym or fitness club and the difference it makes. Both surveys and our vast experience has shown that a prospective member that comes through the doors of a functional, clean and welcoming gym or club are significantly more likely to sign-up or recommend others sign-up.

If an independent gym owner or management team believes that the facility they have built is good enough to sell itself then there is no reason not to hold events such as Open Days, community-focused programmes and charity fundraisers.

These events will not only help generate goodwill and engagement across the local community an independent gym is operating within, they will also get more people in for the first time. And they’re also a great excuse to invite over other local businesses to discuss how you can partner up and cross market together.

Word of mouth is a powerful tool when it comes to reaching out to the local community. Imagine the difference between two people talking about an independent gym where neither has been in and two people discussing that same facility when one of them attended a charity fundraiser last month. Not only did they see the facility, they can vouch for the good cause and hopefully the positive condition the facility was in.

Holding events can transform these conversations from people discussing a relative unknown to a fully engaged discussion where the facility comes away with a positive review. 

Any independent gym or fitness club that doesn’t engage in these events risks leaving a key engagement and growth avenue underutilised. 

Smart Fitness

Equipment, Infrastructure and Choices with Purpose

We have talked about how an independent gym could use their 2025 to refresh their software and hardware, but what about the actual equipment? Another powerful engine that keeps our independent gyms and fitness clubs running, sometimes we have found gyms that have overlooked their equipment for half a decade or more. 

Now we all know equipment can be expensive, so we aren’t advocating going on a blind spending spree just because it is 2025. But with a new year ahead of us, it is a good time to take stock of the equipment in your club.

With features like Fitbit and wearable tech integration, digital media players, charging stations and phone interfacing all becoming increasingly popular, it might be worth considering whether some of the equipment on the facility floor is still making the cut for what the modern gym goer expects from their club.

Once again, this is where surveys can be invaluable for getting an idea of what your members want from their club, to see the areas where you should be investing, especially when it comes to your equipment.

And as always, we encourage independent gym owners to consult their staff. While they aren’t paying to be there, they do spend the most time at the facility.

Is there equipment they are always asked about and have to say ‘sorry, we don’t have that’?

Is there a feature that more and more people are asking for?

Is there something they know would enable them to better conduct their classes or engage members? 

This information can be the difference between growth and increased retention and dissatisfaction, and it is all available within the walls of every independent gym!

Understanding what members and staff want from their equipment can be a great way for an independent gym to start 2025 strong and drive growth. 

Investing in Staff

Training, Development and Encouraged

To expand on the last point, investing in staff is something that every independent gym and fitness club should be doing already. And as the thrust of this blog is to use 2025 as a reason to focus and reinforce areas where growth can be achieved, caring and investing in the staff of an independent gym represents one of the most vital sectors for a gym.  

As you might have noticed, much of what we have spoken about already has revolved around staff, whether it is the software and hardware they use, the tools they are given, the events they will be asked to run or the equipment within the facility itself. The staff members of an independent gym represent the beating heart of the facility and go a long way to determine the culture.

If they are well-trained, well-motivated and welcoming, the independent gym will soon develop a reputation for being the same. On the other side of the scale, if they are poorly trained, poorly motivated and abrasive, members will not be keen to recommend the facility.

And that training isn’t necessarily down to their knowledge of the equipment, nutrition, fitness or even the processes of your business. Even the best staff members need to be regularly reminded about the little things which can make all the difference to your club’s atmosphere and perception.

Here are some questions to ask about your current training regime to ensure you’re covering all the bases:

  • Are your team being efficient with their time? Are they making the most of their time on the gym floor by checking in with members and offering additional customer service in between their regular tasks?
  • Can your staff reliably spot mystery shoppers and ensure your gym is always putting its best foot first to these influencers?
  • Do your staff understand the social media channels they’re in charge of? Have you provided any training for staff on these platforms other than the fact they know how to use them? There can be a surprising amount to learn to really master them.
  • Are your latest promotions and campaigns being passed on to your whole team effectively? Do they all know your marketing calendar so they can be sure your marketing is being pushed as far as it can?

 

While no member of staff will stay in one job forever, while they are there, they are a representative of your business, embodying the values and delivering the service that your gym wants to be known for. 

As such, it is more than worth investing in a regular training regime to ensure every member of your team is able to deliver quality service, every hour of every day, reinforcing the brand of your gym as they do so. 

Growth and Retention

And for our closing point on this list, we are going to go against the grain of the blog to talk about retention rather than growth.

Because while growth is absolutely vital, it should never come at the expense of retention. When, as we talked about earlier, there are new promotions and partnerships designed to bring in new members, it should never engender negative feeling among existing members. 

That is why so many of the points on our list have tried to focus on boosting the quality for everyone, prospective members, new members and old members of an independent gym alike.

Chasing growth at the cost of retention can only result in an unstable and unreliable membership base. While 2025 can and should be a year focused on growth, it is important for every independent gym and fitness club not to lose sight of the people that make up their gym. Those members that were there in 2024 and before.

There’s an old rule in business that it costs three times as much to get a new customer, than keep an existing one!

While making some of the changes, refreshes and innovations we detailed above, it is also important to communicate to the existing membership what is being done and how it is to their benefit.

If there are promotions and partnerships, make sure that they focus on improving the experience of the existing membership as well as trying to reach out to new members for the gym. 

Collecting opinions through surveys and through staff feedback can be an effective way to understand the opinions and experience of the two main groups on the facility floor. In addition to generating usable, actionable data for an independent gym, surveys also have a powerful psychological benefit for existing members. It signals to them that their opinions are being sought out.

So while 2025 can be a year of growth, there is no reason it shouldn’t also be a year where retention rates improve. An independent gym does not need to sacrifice one to bolster the other. 

Conclusion

And if our plans for 2025 have got you motivated to start the year correctly, perhaps you are in the right place. Here at Ashbourne Membership Management we have helped thousands of gyms unlock potential.

Did our section on restrictive software and hardware sound a bit too familiar? With our cutting-edge software and access controls we have freed countless independent gyms from restrictive, costly and growth-negative membership management software.

Our software and hardware has helped independent gym owners and management teams to empower their staff, reshape their member experience and drive growth more effectively through each quarter and year.

And with our powerful BI dashboards and data outputs, they have been able to witness these results firsthand and in real time.


So if you are interested in taking your independent gym or fitness club’s operation to the next level, please don’t hesitate to contact our demo team here today. Within no time at all our staff can help understand what Ashbourne can do to make sure your 2025 will be a year of increased growth, retention and much more!

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Free Webinar: How To Save A Failing Gym – A Case Study On The Fit Club Redditch

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How To Save A Failing Gym Case Study - Ashbourne Blog
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Free Webinar: How To Save A Failing Gym – A Case Study On The Fit Club Redditch

When it comes to growing clubs, we don’t just like to make promises, we also like to put our systems and knowledge to the test.

In this talk from The Gym Owners Workshop in Dublin, Grant Harrison and Toby Wassell took to the stage to review their 2 year project to turn around The Fit Club Redditch. Once a failing gym on the brink of closure, the Ashbourne team took over the site to use as a test gym and put their words into action using their own software, service and knowledge gained from working with thousands of gyms from across the UK and Ireland.

As you’ll see in this talk, we not only managed to turn The Fit Club into a local success story, but also left with a point by point plan of how to save a failing gym, which we are happy to share with you right now!

Be sure to download the slides to keep all the notes from the talk!

Download The Slides

The Talk In Short: How to Build a Sustainable Club

Let’s be real – running a club or business, especially while holding down an additional job to fund the project, can feel like juggling flaming torches. But it doesn’t have to be that way. With the right systems and approach, you can set up a club that practically runs itself, giving you some much-needed breathing room.

Start with a Strong Foundation

Taking over or rebranding a business is a massive opportunity to set things up your way. Start by putting systems in place that make life easier. Automation can handle repetitive tasks, delegation lets your team take on responsibilities, and strong management structures keep everything ticking along smoothly.

The less your business depends on you, the better.

Make Sustainability The Goal

The dream is to build a club that doesn’t rely on you showing up every single day. Here’s how you can work towards that:

  • Create processes that keep everything running consistently, even if you’re not there.

  • Trust your team to step up and handle the day-to-day.

  • Design your operations so they’re efficient and don’t require constant oversight.

Experiment, Learn, And Adjust

Think of your club as a laboratory for new ideas. Some things will work beautifully, others will flop—and that’s fine!

Every experiment teaches you something. Keep trying out new systems and approaches until you find what sticks. And when something clicks, take it to the next level.

The Fit Club Redditch - How To Save A Failing Gym

Share What Works

Here’s the thing about lessons learned, they’re often universal.

Some quick insights that might help and be useful in most situations are:

  • Keep it Simple: Design systems that are easy to follow and tweak as needed.

  • Empower Your People: A capable, trusted team can keep things moving without constant check-ins.

  • Stay Flexible: If something’s not working, don’t be afraid to pivot. Quick adjustments save time and headaches.

It’s Not About Size

Whether your club is small and scrappy or a big operation, the same principles apply. Don’t worry about how you compare to others – focus on finding what works for you and your setup.

Take Action!

Look at what’s taking up most of your time and figure out where you can step back. Is there a task you can hand off or automate? Start with small changes, see how they go, and build from there. Progress doesn’t have to be all at once – steady wins the race.

Let Ashbourne Help You...

Running a sustainable club isn’t easy, but it’s totally doable. With the right systems and a willingness to adapt, you can create a business that thrives on its own.

The bonus? You get to focus on other parts of your life, knowing your club is in good hands.

And as you’ve seen from the talk, Ashbourne can’t only provide you the tools to achieve all these goals, but our dedicated team comes with decades worth of knowledge that we can help you put into practice to build a solid foundation to grow your business on!

More to Read...

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

How Can Independent Gyms Convince Councils to Invest in Employee Wellness?

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How Can Independent Gyms Convince Councils to Invest in Employee Wellness?

In an effort to promote employee wellness and boost overall community health, many gyms are now preparing compelling proposals to offer discounted or free gym memberships to local council employees. This initiative not only benefits individual employees by encouraging physical activity and improving their well-being but also has the potential to significantly impact the health and productivity of the entire council workforce. 

Join us as we explore the key elements of a successful proposal, including highlighting the benefits for both employees and the council, addressing potential challenges, and providing tips for effective communication and presentation.

Establish the Objectives of a Partnership with the Council

First it is important to understand what you want to gain from contacting your local council. Every partnership requires a certain level of commitment and it will be important to define early on what you are offering and how this partnership will benefit your Gym. 

Is it purely an increase in paid memberships? If so, think about how best to achieve this with minimal other engagement.

Offering discounted Gym memberships to Council employees is a good start. Furthermore, councils will have existing relations with other aspects of the town infrastructure. Consider asking them if this discount could be extended to say, the local NHS trust, police department or cleaning contractors.

Do you want to set aside an amount of resources to assist in community efforts?

If so, think about what resources this might consume. This could include.

  • Time from your PTs schedules
  • Training areas
  • Class Rooms 
  • Equipment
  • Event preparation/Post-event cleaning 

Consider if you’d be willing to have your staff support efforts in the community? This could include holding events in park spaces or a town centre. Could involve participating/volunteering for events such as Race for Life.

Consider your location within your given town, city or community. If your Gym is in a central location and easy to access location, consider the benefits that this brings in.

If your Gym is out of the way, consider who you are trying to offer this service to within the community with the help of the council. Maybe there are other, equally out of the way communities that do not usually receive support. If so, these might be more appreciative of the facility you are allowing them to access more easily. 

What Our Gym, The Fit Club Did:

When we decided to approach Redditch Borough Council, we determined that we were willing to not only offer a discounted Gym Membership Scheme, but that we were also willing and able to assist with broader activities within the community.

As we had already worked on a corporate and business membership package, we knew the approximate rates we wished to charge for this. 

The Fit Club – Redditch is located at the very centre of Redditch, just across from the main Redditch Borough Council offices. As such, it seemed apparent that we were in a prime position to offer their staff a beneficial deal on membership.

Furthermore, due to the central position of the Gym, we knew that it would be an ideal location for community activity and engagement. So we incorporated this into our objectives. 

Objectives: 

  • Approach Redditch Borough Council in order to increase our profile within the community and to offer their staff some form of either discounted or paid as benefit membership. 
  • Explore potential partnerships with the Redditch Borough Council

Researching your Local Council

Once you have understood what you wish to achieve through partnership with your local council, the next stage will be to understand more about the council you will be contacting and hopefully dealing with.

You will want to look into:

What your local Councils current objectives and goals are.

Where their office or offices are based.

What existing fitness partnerships they have.

What existing fitness assets they currently own or administrate.

Who you need to talk to within the council leadership or staff. 

Before starting, we would recommend creating a document to store the information that you will be collecting throughout this research task. This will be where you are putting any e-mails, PDFs, objectives or notable people that you discover in your research.

 

Council websites can be overwhelming. Focus on identifying key information like:

Council goals: Look for “Strategic Objectives,” “Community Goals,” or “Council Plan” (often spanning several years).

Office locations: Find the main office(s) and compare their location to your gym.

Existing partnerships: Research any fitness partnerships mentioned on the website. Compare your gym’s offerings and coverage area.

Council-owned facilities: Identify any fitness centers owned or operated by the council.

Contact information: Find relevant departments (e.g., HR, Partnerships) on the website or by calling the main office and searching online.

What Our Gym, The Fit Club Did:

1. Council Goals:

Reviewed Redditch Borough Council’s “Council Plan” PDF.

Identified key goals: increase adult activity levels, improve youth sports access.

Found alignment with The Fit Club Redditch’s services (e.g., minibus accessibility, community-based classes).

 

2. Office Location:

Council office is conveniently located across the street from The Fit Club Redditch.

This proximity allows for easy access for council employees.

 

3. Existing Partnerships:

Identified partnerships with a golf course (irrelevant) and a council-owned stadium.

Researched the stadium, noting its location and impersonal nature.

 

4. Council-Owned Facilities:

Focused on the council-owned stadium, analysing its location, size, and potential limitations.

 

5. Contact Information:

Easily found relevant email addresses: HR, Partnerships & Engagement, and Council Plan enquiries.

Understanding And Articulating The Services You Can Provide

Next, it’s time to work on constructing the basis of your proposal.

From our research in the previous section, you should know now what the appetite for fitness and sporting initiatives within your local Council is.

Given that it is very unlikely that any council would have no fitness or sporting aspirations within their plan, we will be assuming that there was at least some interest within the theoretical council agenda. 

Now combine the strengths of your Gym or fitness club and the service it provides with what you have ascertained the Council is looking for.

Maybe your Gym is located in an area that the Council has not formed any significant partnerships within. Maybe they have formed a partnership with a swimming pool but not a fitness centre in the area you operate in.

If you have gathered all the necessary information from the first two steps, you should be able to reconcile your objectives with the research you have done on the council and see to what extent they align. 

What Our Gym, The Fit Club Did:

While looking into this for The Fit Club – Redditch, we identified that there was seemingly a gap in the partnership services being provided to the Council, as indicated by their public-facing literature.

We also ascertained that there appeared to be a significant appetite at the Council for fitness initiatives, given the number of strategic goals and community priorities dedicated to this outcome.

This means we could draft our potential services around their own wording. Mimicking their language to ensure that we are as compatible with their goals and wording as possible.

This is an important step, as it will show genuine engagement with the goals of the Council. The goal here is to create an immediate desire to engage from the representatives of the council who will be reading your contact and proposals.

It is important to appreciate the Council of the UK work on their own highly specialised targets, jargon and metrics. As such, it is important to break down the services and products you are willing to provide in language that will be meaningful and impactful to the Council representatives you’ll be contacting.

We looked into crafting a proposal that covered off all of the goals that we could help the Council meet.

This covered the following goals: 

“Strategic Purposes – ‘Living independent, active and healthy lives’”

This was an easy win. We focused on how our modern and central facility would be a natural hub for activity in the community. Drawing attention to how The Fit Club is very close to both bus and rail links, as well as having its own car park. This means that it is very able to facilitate independent living.

As mentioned earlier in this article, this is where we deployed our knowledge of the Dial-A-Ride scheme that is run by the Council. This will help show our knowledge of their operation and our capacity to support their goals.

“Community Priority – Improved Health and Wellbeing”

When addressing this second goal, we were keen to focus on the potential of the location and its ability to aid in the priority of improving wellbeing. 

We highlighted that the Council Plan expressed the desire to ‘Work with partners, including Rubicon Leisure, to increase activity levels in the Borough’.

Because we had done our research, we knew that Rubicon Leisure was the company that administered Abbey Stadium. This is the stadium that we already established earlier was out of town. Therefore, in this section we focused on the fact that we would be covering an area that was seemingly not yet covered by the Redditch Borough Council’s network of partners. 

We then laid out how we could support the other, minor goals detailed in the Council Plan. In our case, this was addressing the following:

  • Number of people who access targeted activities
  • Increase the percentage of physically active adult
  • Number of children & young people accessing sports development sessions 

For each of these we focused on how our facility at The Fit Club – Redditch could assist with their goals. The first two were quite broad in nature, which is both a positive and a negative when it comes to proposing your ability to help fulfil an objective.

It is important to remember that there is a dual purpose to listing these goals. It was not only to show the ability of our Gym to assist, but to show we had genuinely engaged with the material and documentation that the council had published. 

Contacting The Council And What You Should Say

When contacting a council about your gym membership offer, emphasise the win-win situation. Highlight the positive impact on employee health and well-being, leading to increased productivity, reduced absenteeism, and improved morale. Showcase how your gym aligns with the council’s own health and wellness initiatives. Mention specific programs or services that would be beneficial to council employees, such as discounted memberships, group fitness classes, or on-site wellness workshops. Express your enthusiasm for a potential partnership and your willingness to discuss customised options that best suit the council’s needs and budget.

What Our Gym, The Fit Club Did:

With their increased focus on increasing the ease of accessibility to government officers, the website for Redditch Borough Council had the relevant e-mail addresses quite clearly presented.

This included a HR mailbox, the staff member at the council office responsible for Partnerships and Engagement and the email address that handles inquiries relating to the Council Plan. In addition we were able to find the email address for the representative running the sporting development initiative, as well as the officer in charge of the Dial-A-Ride scheme.

This gave us a solid base of contacts to begin approaching different departments.

Given that our outreach had several different aims it was necessary to ensure that the right message got to the right person.

For example, when enquiring into the possibility of setting up an Employee Benefit system for paid Gym Memberships at The Fit Club – Redditch, we believed we would be e-mailing a member of the HR department, as opposed to say the Sports Development initiative representative. 

Our Final Thoughts

By fostering strong partnerships with local councils, gyms can play a vital role in promoting employee wellness and creating healthier communities. A well-crafted proposal, combined with effective communication, can pave the way for mutually beneficial arrangements that benefit both employees and the organizations they serve. By embracing these opportunities, gyms can not only enhance their business but also contribute positively to the overall well-being of their communities.

Here at Ashbourne Membership Management, we have been helping independent gyms and fitness clubs for over twenty five years. Whether you are interested in membership management, cutting edge app technology, automated access control or sleek websites, we are here to help. Contact our demonstration team here and they can start to understand how your gym thrives, no matter which demographics you are targeting.

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Part Four: Understanding the Next Generation and How to Appeal to Them – The Content Generation

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Part Four: Understanding the Next Generation and How to Appeal to Them – The Content Generation

How Can Independent Gyms Harness Gen Z’s Drive for Connection, Content, and Authenticity?

In part four, we delve deeper into how independent gyms can attract and retain Gen Z and younger Millennials. Building on our previous article, we’ll explore strategies to appeal to this tech-savvy generation, focusing on creating engaging experiences and building community.

To succeed, gyms must go beyond simply offering workout space. They need to create a lifestyle hub that aligns with these generations’ values: social connection, authentic interaction, and flexible affordability. This involves incorporating class-led activities, leveraging digital content, and understanding their evolving fitness preferences.

What will we cover in this article?

(you can also click to skip ahead!)

The Power of Group Classes

Content Demand

Authentic Instructors

Flexible Pricing

The Power of Group Classes

Gen Z prioritises fitness as a social experience, heavily favoring class-led workouts. Growing up hyper-connected yet often socially isolated, this generation craves in-person connection. The pandemic further intensified this need.

Unlike previous generations, Gen Z sees fitness classes as social events, akin to happy hours. Independent gyms must capitalise on this by:

Prioritising group classes: Offering a diverse selection that’s easy to book and fits busy schedules.
Ensuring app-accessibility: Seamless booking is crucial for this tech-savvy generation.
Building community: Fostering a strong sense of belonging within the gym.

In the digital age, word-of-mouth spreads rapidly. Gyms that successfully cater to these preferences will thrive in attracting and retaining Gen Z members.

Meeting Gen Z’s Content Demand

“Content is King” has never been truer, especially for Gen Z. This generation views content as a primary means of brand engagement, seamlessly blending entertainment, social interaction, and self-expression.

Fortuitously, fitness content resonates strongly with Gen Z. Independent gyms can leverage this by:

Creating targeted content: Producing engaging workout videos, fitness tips, and interactive social media challenges.
Building a digital presence: Establishing themselves as trusted sources through their own app-based content.
Collaborating with creators: Partnering with influencers or encouraging staff to produce content.

High-quality content enhances online visibility, driving organic reach and attracting new members.

The Importance of Authenticity and Authentic Instructors

Gen Z and millennials seek authenticity in a world of AI and manufactured expertise. Raised in a hyper-connected environment, they value genuine, personal experiences.

Independent gyms can leverage this by:

Hiring authentic instructors: Emphasise warmth, approachability, and genuine energy over rigid instruction.
Prioritising human connection: Offer an experience that fitness apps and online resources cannot replicate.
Empowering staff: Invest in and support staff to foster meaningful member connections.

By prioritising authenticity, independent gyms can cultivate loyalty and improve retention among younger members who value genuine human interaction.

Flexible Pricing Options

Gen Z and Millennials prioritise wellness but face significant financial constraints. They are discerning spenders.

To attract this demographic, independent gyms should:

Offer flexible pricing: Implement tiered memberships and explore options like pay-as-you-go or class packs.

Run targeted promotions: Utilise flash sales, discount codes, and other incentives.

By addressing financial concerns and offering a diverse range of pricing options, gyms can make fitness more accessible.Furthermore, by embracing community, content, authenticity, and financial flexibility, independent gyms can evolve into social hubs and lifestyle destinations for this generation.

Conclusion

And so we reach the end of our fourth article in our deep dive on appealing to Generation Z and Millenials. It is a topic as fascinating as it is relevant, and we have not finished yet. 

But if this article has left you eager to understand how your independent gym or fitness club can increase both appeal and retention across these core demographics, you might just be in the right place already.

Here at Ashbourne Membership Management, we have been helping independent gyms and fitness clubs for over twenty five years. That is a lot of generational experience. We have helped make sure countless gyms weren’t left behind, making sure we play a vital role in ensuring the successful day-to-day operations of independent gyms up and down the country.

Whether you are interested in membership management, cutting edge app technology, automated access control or sleek websites, we are here to help. Contact our demonstration team here and they can start to understand how your gym thrives, no matter which demographics you are targeting.

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Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
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Part Three: Understanding the Next Generation and How to Appeal to Them – Generation Digital

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Part Three: Understanding the Next Generation and How to Appeal to Them – Generation Digital

How Can Independent Gyms
Thrive in a New Era?

The fitness landscape is evolving, and independent gyms must keep pace with a generation that lives and breathes technology. Generation Z and Millennials, often called “Generation Digital,” are setting new standards for how they engage with fitness, and they bring with them unique expectations. 

To appeal and retain the loyalty of these tech-savvy, health-conscious individuals, independent gyms must understand their preferences and adapt accordingly. In the last two articles in this series we have covered the why, now we are going to move onto the how.

Here’s how independent gyms can shift focus in both subtle and significant ways to future proof their businesses and appeal to this new and distinct demographic. 

What will we cover in this article?

(you can also click to skip ahead!)

Understanding What Appeals to “Gen Z” and Millennials

On-Demand and On-the-Go: Meeting Expectations

Beyond the Gym: Integrated Fitness Solutions

Embracing the Hybrid Workout Culture

The Digital Fitness Advantage: Why It Matters

How to Appeal to a Generation that is Used to Choice

The Digital Divide: Understanding what appeals to
“Gen Z” and Millennials

There’s a stark contrast between Generation Z and older generations, driven by the rapid technological advances of the past few decades. Every generation is distinct from the ones that came before, but the leap from an analogue culture to a digital one has been profound and felt across nearly every business sector.

Younger people have grown up in a world where technology is not just a tool but an extension of their everyday lives. This shift has led to three primary expectations: technological sophistication, integration and efficiency. To put it another way, these digital natives expect services to be readily available, easy to access, and tech-friendly and they expect exactly the same of their gyms and fitness clubs. 

On-Demand and On-the-Go: Meeting Expectations

The preference for instant access and streamlined digital experiences is a defining characteristic of this generation. Independent gym owners should not be surprised to learn that if their website or app isn’t easily discoverable or user-friendly, potential members may just move on. Some will call it a poor attention span, but whatever the reason, these generations move on fast. 

Generation Z grew up with sleek, efficient digital platforms, and they expect nothing less from the businesses they engage with. An outdated website or the absence of a dedicated app can be a deal-breaker. If an independent gym can stand out with a highly integrated membership management system, intuitive and stylish apps and well-designed websites, they will already be standing out and making an impression in those vital seconds of the first impression. 

Fortunately, technology has never been more accessible for gym owners. Automated turnstiles, app-based class bookings, and integrated workout tracking are just a few examples of how gyms can streamline their services. These innovations not only make life easier for members but also allow staff to focus on providing the personalised, community-centred experience that these generations value and seek out. 

Beyond the Gym: Integrated Fitness Solutions

Class schedules, facility updates, events, and promotions should be at members’ fingertips—not buried in a hard-to-navigate website. To appeal to “Generation Digital,” gym owners need to extend their services beyond their physical premises. Virtual fitness solutions, mobile apps, and online engagement can help gyms stay relevant in the daily lives of their members, even when they’re not at the facility.

This is where independent gyms can significantly benefit from any service provider that allows them to fully integrate their operations. If there are barriers, or even worse, different accounts and procedures, laying between different parts of a gym’s service, this will be an off-putting experience that will affect retention.

This is a generation that is quick to notice the ‘digital cracks’ in an experience and will remember them when it comes to renewing and recommending an independent gym or fitness club.

A significant percentage of Gen Z and Millennials incorporate virtual fitness into their routines. This highlights an opportunity for independent gyms to expand their influence beyond the four walls of their facility. By providing virtual classes, instructional videos, and health resources, gyms can maintain a presence in their members’ lives no matter where they are.

Embracing the Hybrid Workout Culture

The rise of home workouts has shifted from a perceived threat to a genuine opportunity for independent gyms. In the past, it might have been seen as competition, but today, it is a chance for dynamic independent gyms to make it an extension of their fitness experience. Most gym-goers are not looking to replace the gym; they’re looking to enhance their fitness journey. Independent gyms can capitalise on this by offering virtual training sessions, at-home workout guides, and nutritional advice. By doing so, they position themselves as a comprehensive fitness resource.

Generation Digital has been raised on the subscription model, and they are comfortable paying for ongoing services that add value to their lives. By expanding their digital offerings, independent gyms can build a seamless blend of physical and virtual experiences that cater to these evolving expectations.

The Digital Fitness Advantage: Why It Matters

It’s clear that digital solutions are not just an add-on but a necessity. Digital guidance tools can enhance the effectiveness of home workouts, and virtual classes help reduce member attrition by providing flexibility. Independent gyms that fail to leverage these tools risk losing relevance with younger, tech-savvy members.

These are generations that are used to augmenting every aspect of their life through their smartphones, and an independent gym that can offer virtual classes, class-booking and home workout guidance via their app is going to be offering a retention boosting service to “Generation Digital”.

Active, Motivated, and Discerning: How to Appeal to a Generation that is Used to Choice

The stereotype of a “lazy generation” no longer holds true. A recent study shows that over 80% of regular exercisers now work out at least three times a week, with Gen Z leading the way. This generation is known for its commitment to health, as they engage in fitness activities not only to stay fit but also as part of a broader lifestyle choice. They are smoking less, drinking less, and choosing exercise as their “session” of choice, making them a prime audience for any fitness business.

These trends have deeper implications. Gen Z and Millennials have grown up amid warnings about obesity, smoking, and alcohol consumption. They are well-informed about the benefits of a healthy lifestyle, and they actively seek out environments that promote wellness. Independent gyms that can align their services with these values—while also providing a welcoming, social space—will attract a loyal following of young, engaged members.

Our Final Thoughts: Adapting to a New Era of Fitness

Independent gyms have a tremendous opportunity to cater to the fitness-savvy, health-conscious, and digitally connected Generation Digital. By embracing technology, enhancing digital offerings, and building a hybrid model that supports both in-gym and at-home fitness, gyms can create a truly modern fitness experience. Those who adapt to these new standards will not only survive but thrive, becoming essential hubs of health and community for the next generation of fitness enthusiasts.

If you are an independent gym owner or manager who is interested in providing a sleeker, more integrated and efficient service to your members in the hopes of attracting and retaining younger members, look no further.

Here at Ashbourne Membership Management, we pride ourselves on being at the cutting edge and keeping our partner gym’s tech honed and ready for any challenge. Whether it is a bespoke app for your independent gym, advanced membership management systems or sleek website integration, our expertise help any gym appeal to the tech savvy demographics in no time.


Interested to know more? Then click here and then ‘request a demo’. Our professional and highly knowledgeable demonstration team has helped countless gym owners understand how to take their gym to the next level and the next generation. 

More to Read...

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Part Two: Understanding the Next Generation and How to Appeal to Them – The Younger Demographic

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Part Two: Understanding the Next Generation and How to Appeal to Them – The Younger Demographic

Welcome, or welcome back to our series of articles looking into how independent gym and fitness club owners can better appeal to the younger generations, specifically those we’ve come to know as Generation Z and Millenials. 

In the last article we opened up the subject, talked about the fundamentals of appealing to these two younger generations and the relationship they have with both independent gyms and also larger corporate chains.

We also talked about why any gym or fitness club owner that doesn’t try to directly appeal to these generations and the specific market trends they respond well to, do so at their own peril. 

As we will cover, these generations now represent a significant chunk of the gym-going population and their prevalence and spending power will only increase in the years to come. The corporate, budget and national chains are well aware of this fact and know how to appeal. But as ever, independent gym and fitness club owners have some key advantages that they can leverage for success. 

And so today we will be looking at the how and why these generations have become the premier fitness focus in a way that hasn’t been seen before. 

What will we cover in this article?

(you can also click to skip ahead!)

Generation Gym: “Generation Active” and “Gym-Obsessed”

Why Aim for Generation Z and Millennials aka “Generation Gym”?

Generation Gym: “Generation Active” and “Gym-Obsessed”

These generations were always going to be known as fitness-focused generations. Growing up surrounded by warnings about smoking, obesity, drinking, and being sedentary set the tone.

Even before the Covid-19 Pandemic, there were identifiable signs and trends. These generations were drinking less, smoking less, and they were interested in living better for longer.

After the pandemic, Covid-19, and the lockdowns, this trend has been supercharged and shows no sign of abating. 

Now this fitness-focused generation has lived through a significant event that will impact how many of them live their lives. 

Not only that, but many are shifting away from the home workouts that they did in their student accommodation and flats and into gyms and fitness clubs. 

In May this year, it was reported that the surge of Gen Z and Millennial members back into gyms and clubs had catapulted the number well beyond pre-pandemic levels. These generations are not just the future of the fitness industry, they are the present. 

These are generations that have consistently broken records when it comes to not drinking alcohol. Record-low uptake for smoking. And all that time and purchasing power has to go somewhere. For many of them, that somewhere is a gym or a fitness club. There is a large focus on ‘the third space’ for these generations, an area that is neither their place of work nor their home. They are intensely social generations and that sociality is not solely (or even mostly) based on drinking establishments as they were in the past.

Independent gyms and fitness clubs find themselves at a pivotal junction where, with the right approach and facilities, they can build their services into a core part of the Gen Z and Millennial lifestyle pattern. For those gyms and fitness clubs that can pull it off, it will be a very lucrative and stable part of the market to occupy. 

Why Aim for Generation Z and Millennials aka “Generation Gym”?

These observations aren’t new. As early as 2016 and 2017, around the time that the ‘oldest’ members of ‘Gen-Z’ were around 20 to 21, there were studies about the significant impact they were going to have in the fitness industry.

Obviously, these studies couldn’t have known about the seismic, economy-altering impact that the Pandemic would have only a few short years later. There is a compelling argument that the disruption of the lockdowns is one of the reasons that some gyms and clubs are out of sync with generational trends.  

But if it was predictable in 2017, at this point it is simply inevitable. As with any turning point in an industry, for the fitness industry, the numbers are quickly becoming undeniable. Between the Millennial generation and the comparatively new Gen Z, it was estimated there is, on average, at least 80% of the gym-going population.

And we say it was because that was a statistic from just before the pandemic. Four years on from that moment, the trend has only deepened. These generations have asserted themselves in the marketplace more and more. And their generational requirements will become more and more important for any independent gym or fitness club that wants to guarantee longevity in the fitness industry. 

Many independent gyms and fitness clubs we see are still trying to ‘play the game the old way’. Using techniques, whether it is for marketing, facility management or technology, that were firmly based on trends from the 2000s. This happens in a lot of industries and is to be expected. This sort of rubber-banding effect governs the ebb and flow of trends in many sectors, including the fitness industry. But it will be the independent gyms and fitness clubs that can get ahead of this rubber-banding effect that will see the most success in appealing to the younger generations.

We aren’t advocating complete abandonment of the tried and tested techniques. Many of them can either be adapted or kept wholesale. But it is important to understand, especially when it comes to areas influenced by digital technology such as membership management, access controls, and app support, that change will be vital and necessary. The fitness industry is a competitive and dynamic place and in our experience, no-one knows that better than independent gyms and fitness clubs.

Our objective in these articles is to help independent gym owners understand what techniques work best. Whether it is regarding the level of customer service these generations expect, the level of technological and software sophistication or their preferred marketing preferences.

Independent gyms and fitness clubs will have several advantages in this process, advantages we are eager to make sure they capitalise on. Not only are they often more agile and adaptable than their chain counterparts, there is also a unique social advantage when appealing to Gen Z and millennials. On a cultural level, many members of these generations put great value on ‘local’ and ‘independent’ business. It was a movement that saw a great resurgence before Covid-19 and has only been compounded in the last few years.

So now we have covered the why, in our next article we will begin to look at the ‘how’ of how independent gyms and fitness clubs can best target and increase their appeal to the younger generations. 

If you are in the fitness industry, whether a gym owner or management and our article has got you looking for new ways to improve and future-proof your gym or fitness club, perhaps you are still in the right place.

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Part One: Understanding the Next Generation and How to Appeal to Them

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Part One: Understanding the Next Generation and How to Appeal to Them

Let’s take a look at a topic of perennial importance to independent gyms and the fitness industry. That topic is, of course, generational appeal. Specifically through this series of articles we will be deep-diving into different ‘target’ generations, looking at how to appeal to each in various ways, including marketing, social media, branding, and gym equipment.

While all of the generations the fitness industry currently wants to appeal to (and not just the ‘younger generations’) feel close to one another, their differences could not be more pronounced. 

This is an important topic to revisit, especially in our current cultural, media, and technology landscape. The 18-year-old gym members of today are much more distinct from the 18-year-old gym members of even five years ago, let alone ten or twenty. It is our job in the fitness industry to understand how demographic expectations shift. And with each generation more and more defined by the technology that was available to them in their childhood, these expectations are shifting in unusual ways.

The 18-year-old gym-member of twelve years ago most likely didn’t have a smartphone in school. The 18-year-old gym-member now has never known a world without one. 

So our articles are going to look at both sides of this divide, looking at what can be done to appeal to both the current ‘younger’ generation, 18-28, and the generation above. Together these two generations represent a sizable portion of the current gym-going population, some studies estimate they represent as much as 80%. As such, it is a market that few independent gym owners can’t afford to ignore. 

Generational Expectations from Independent Gyms

Across these articles, we will be addressing some of the fundamental questions independent gym owners should be asking themselves. 

  • How do their expectations contrast compared to the generations that came before them?

     

  • What marketing is most effective/most resonates with these generations? How does it differ between Millenials and ‘Gen Z’

     

  • What digital technology do they expect an independent gym to have? What aspects of membership management software are considered normal/taken for granted
  • What physical technology do they expect an independent gym to have? What will be considered a deal breaker?

     

  • How best to make the younger generations feel safe and welcomed. Including the use of access controls.

     

  • How to create branding, marketing and design that will appeal to specific generations without isolating others.

hese expectations will be some of the first topics we will cover, using them as a basis to build out and cover the different areas where we believe independent gyms can make changes, whether large or small, that will help them attract more members through their doors.

With over twenty-five years of experience in the fitness industry, we have helped countless independent gyms adapt to the ebb and flow of generational and market change. We intend this series of articles to condense our experience and apply it in a way that helps independent gym owners appeal to younger potential members in areas where budget chains might sometimes have the advantage.

Not only have we seen a completely new generation of Gym Members appear in the time we have been helping independent gyms level up their operations, but we have also witnessed the technology that they use to transform the fitness industry.

 

So, keep an eye out for our upcoming generational series where we aim to support and give advice to independent gyms like you, to help you target your gym effectively to all generations.

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