New Revenue Streams for Gym Owners
Membership dues rarely carry a gym on their own. Most operators figure this out early, which is why ancillary services now account for roughly a quarter of total club revenue across the industry.
The gap between operators is wide. The HFA's 2025 Benchmarking Report puts non-dues revenue at about $905 per member per year for large operators, compared with $287 for small ones. That gap has less to do with member quality than with how many services a gym is actually set up to deliver.
Start with what your members already buy
Your members are already spending money on their health. Most of it goes somewhere else. They order bloodwork from a direct-to-consumer lab, pay for a body scan at a clinic across town, buy supplements online, and wear a recovery band that reports to an app you never see.
That spending is not hypothetical. More than a quarter of gym members now hold more than one membership, and among studio users the figure passes 75%. Your members are already comfortable paying two or three places for their health. The question is how many of those places are you.
Streams worth considering
Roughly in order of how hard they are to start.
Low lift, quick to launch
- Small group and semi-private training
- Nutrition coaching, either in house or through a partner dietitian
- Retail: supplements, drinks, recovery gear
- Body composition scanning with an InBody or similar unit
- Recovery services such as sauna, cold plunge, and compression
Medium lift, higher ticket
- VO2 max testing
- Resting metabolic rate testing, which runs on the same metabolic cart as VO2 max
- Bloodwork panels through a mobile phlebotomist who comes to your facility
- Sleep and wearable data coaching built on devices your members already own
Higher lift, highest ticket
- Hormone consults through a partner provider
- IV therapy
- Gut and microbiome testing
- Referral partnerships for full-body MRI and advanced imaging
The higher tiers need a clinical partner, which is the part that stops most independent operators. You do not need to hire medical staff to offer them. You need a vetted provider, a clear referral path, and someone on your side who understands what comes back.
What makes these work
Adding services is the easy half. Three things separate the operators who make money from the ones who buy an InBody and watch it collect dust.
Someone has to own the follow up. A scan or a lab panel with no conversation attached is a one time purchase. A coach who reads the result and adjusts the program turns it into a reason to stay.
Pricing has to sit below the clinic, above the commodity. For reference, Life Time charges $299 for a blood panel and $199 a month for its clinical membership, and Equinox charges $3,000 a month for Optimize. There is a lot of room underneath those numbers.
Do not just stack fees. Roughly 63% of studio members already say fitness feels too expensive, and churn runs above 30% at most studios. Services that show a member something about their own body tend to hold. Services that feel like an upsell tend to accelerate the exit.
A sensible sequence
Pick one service, price it, and run it for a quarter before adding a second. Body composition scanning is usually the right first move, since the equipment is affordable, the result is immediate, and it gives your coaches something concrete to work from. Bloodwork is the natural second step, because it opens the door to everything above it.
The operators pulling $900 per member did not get there by launching eight services at once. They added one, got it working, and then added the next.
Gym Gevity connects the vendors, handles the logistics, and puts the results in one dashboard your coaches can actually use. See how it works, browse pricing, or talk to our consulting team about which services fit your facility.