Should Gyms Create Workspaces? Exploring the Co-Working Opportunity in Fitness Facilities

In recent years, the line between home, office, and third space has become increasingly blurred. With remote and hybrid work now firmly embedded in modern working culture, people are no longer confined to traditional offices or coffee shops. They’re looking for flexible, comfortable environments where they can work, socialise, move — and reset.

So, could gyms be the next frontier for co-working?

It’s a question forward-thinking gym owners should be asking.

From Workout to Workstation: A Cultural Shift

The fitness industry has always been in the business of transformation. But now it’s not just about physical goals — it’s about lifestyle. Many members spend hours in your space, not just training but recovering, socialising, refuelling, and even networking. Add in the rise of hybrid work, and you have a compelling opportunity: what if your gym could also serve as a functional, welcoming workspace?

The reality is that many gym cafés, lounges and communal spaces are underutilised outside of peak hours. Reimagining these areas as work-friendly could generate extra revenue, deepen member engagement, and help position your club as a lifestyle destination — not just a training facility.

Why Co-Working and Gyms Make Sense Together

1. Aligns with Member Lifestyles

Hybrid workers crave flexibility. They also value convenience. A gym that offers space to train, shower, grab a coffee, and tick off some work tasks in one location becomes a compelling part of their daily rhythm.

2. Drives Secondary Spend

A café that encourages lingering is a café that sells more. Members who come to work for a few hours are far more likely to buy coffee, snacks, shakes, or lunch — especially if your offering is tailored to their needs.

3. Increases Length of Stay and Club Loyalty

If members start using your facility as both a gym and a workspace, you become part of their weekday routine — not just their workout schedule. That kind of integration builds habits and long-term loyalty.

4. Attracts a New Audience

A quiet, functional workspace with access to fitness, showers, and wellness amenities could attract freelancers, hybrid workers, or local professionals who may not have considered your club before. It opens the door to creative membership models, such as “wellness co-working” packages.

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What’s Needed to Make It Work?

Creating a workspace inside a gym doesn’t mean turning your studio into a WeWork — but it does mean intentionally designing an environment that supports both focus and flow.

✅ Comfortable Seating and Layout

Think café-style tables, soft chairs, bar seating, or even shared booths. Avoid clutter. Define the space clearly so it doesn’t feel like a makeshift waiting area.

✅ Reliable Wi-Fi

This is non-negotiable. Fast, secure, and stable Wi-Fi is essential if you expect people to take the space seriously.

✅ Accessible Power Points

Ensure there are plenty of charging spots. Bonus points for USB-C options and cable-free charging pads.

✅ Noise and Atmosphere Management

Music that’s great for workouts might be too intense for a Zoom call. Consider using subtle sound zoning or acoustic panels to make the space more versatile.

✅ Hospitality Touches

Table service, barista coffee, healthy snacks, or even a work-friendly lunch menu can all enhance the experience and boost spend per head.

✅ Flexible Membership Options

Offer bolt-on workspace access, day passes, or hybrid wellness/work packages. Think: train at 7am, coffee and emails by 8, back on the gym floor at lunch.

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Who’s Already Doing It?

While still a relatively new idea, several premium clubs and boutique studios have begun experimenting with work-friendly environments:

• Equinox in the US launched its “E by Equinox” concept in some cities, integrating wellness lounges and calm workspaces.
• Third Space in London has created sophisticated club lounges that double as quiet, comfortable daytime working areas.
• Boutique and independent operators are rethinking café spaces, adding better seating, stronger coffee, and high-speed connectivity to attract the work-and-wellness crowd.

Even outside of fitness, brands like Soho House and David Lloyd’s “Clubrooms” have shown the power of blending lifestyle with utility.

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Final Thought: Are You Just a Gym — or a Daily Destination?

Creating workspace opportunities in your gym isn’t about chasing a trend. It’s about recognising a shift in how people want to live, work, and train — and positioning your facility to meet them there.

For clubs with underused café space, strong daytime footfall, or ambitions to diversify, adding a co-working dimension could turn square footage into real value. It’s a chance to deepen member engagement, increase secondary revenue, and offer something that few competitors are thinking about.

The future of fitness isn’t just sweat and reps — it’s connection, convenience, and lifestyle.

And the gym that understands that first… wins.

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Let me know if you’d like this adapted into a shorter blog post, social series, or pitch for internal planning.

 

Beyond Equipment: Why Gyms Must Create Experiences, Not Just Facilities

In an industry flooded with similar kit, copy-paste memberships, and identikit layouts, the gyms that stand out — and succeed — are no longer just the ones with the biggest spaces or the newest machines. They’re the ones that create experiences. Because while facilities can attract members, it’s memorable, human-centred experiences that keep them.

Today’s fitness consumer is more discerning than ever. They want results, yes — but they also want connection, consistency, and to feel like they matter. It’s why experience is no longer a nice-to-have; it’s a non-negotiable for retention, reputation, and real growth.

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Why Experience Matters More Than Ever

1. Engagement Drives Retention

Research from IHRSA shows that members who feel emotionally connected to their club are up to three times more likely to stay. Experience builds connection. If someone feels like more than a barcode at check-in, they’re far less likely to drift away after three months.

2. Experience Justifies Price

In a world where £19.99/month is just a click away, experience becomes your value-add. Members will pay more — and stay longer — for an environment that makes them feel seen, supported, and motivated.

3. It Differentiates You

Your layout might look like the club down the road. But if your staff culture, service touchpoints, and in-club energy feel different, people notice. It gives them a reason to stay loyal, even when other options arise.

4. It Builds Brand and Word-of-Mouth

A great experience is the best marketing you’ll never pay for. Whether it’s a personalised induction, a team that knows your name, or a surprise birthday message, experience becomes a story your members share — and that story becomes your brand.

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From Service to Experience: The Mindset Shift

Delivering a service is about process. Delivering an experience is about emotion. The former is expected; the latter is memorable.

For example:

• Greeting a member at the front desk is a service.

• Greeting them with eye contact, using their name, asking how their injury is, and genuinely smiling — that’s an experience.

This is where your Fab 5 comes in — a simple, culture-defining principle that builds everyday habits into something members can feel:

Smile. Eye Contact. Hello. Goodbye. Every member. Every time.

Executed consistently, these micro-moments become the baseline of experience — and they cost nothing.

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The Hospitality Parallel: Learning from Hotels and Restaurants

Some of the best examples of member experience don’t come from gyms — they come from hospitality.

Think of how a great hotel operates:

• Guests are greeted personally.

• Their preferences are remembered.

• Service is proactive, not reactive.

• Complaints are handled gracefully.

• The atmosphere is carefully curated — lighting, scent, music, layout.

• Staff are trained to notice and respond, not just perform tasks.

Why should gyms be any different?

Just as a hotel doesn’t win loyalty by offering a bed, gyms won’t win loyalty by offering a treadmill. It’s how people feel when they’re there — and when they leave — that matters most.

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Creating Wow Moments in Fitness

The best gyms layer small, consistent service habits with occasional, elevated “wow” experiences that surprise and delight members. Here are ideas gyms can implement at various levels:

🔹 Everyday Experience Wins

• Staff-led introductions between members to build community

• Personalised post-visit messages (“Great work today, Lisa — you’re smashing it!”)

• Remembering key milestones (100th visit, 1-year anniversary)

• Trainer walkabouts that feel conversational, not sales-focused

• Recovery areas with tea, cold towels, or mobility guides

🔹 Planned Wow Moments

• Monthly "member surprise" days — free smoothie, merch, or massage

• Themed class events (80s spin, glow yoga, "PT takes your class")

• Gym transformation days (move equipment, change flow, surprise members)

• PT “power hours” with free form-check drop-ins on the gym floor

🔹 Culture-Led Experience Shifts

• Weekly staff debriefs focused on service wins and learnings

• Regular “member journey walks” where managers audit the club as if they were new

• Celebration boards for achievements beyond fitness (promotions, birthdays, personal wins)

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Experience Doesn’t Require a Bigger Budget — Just a Better Lens

Creating experiences doesn’t always mean investing more money. It means looking at every touchpoint through the lens of the member.

Ask yourself:

• How does someone feel walking in for the first time?

• What does their first interaction sound like?

• Do they know what to do after they sign up?

• Who follows up when they don’t show up?

• What are we doing to make them feel missed, valued, and connected?

These answers define experience — not the size of your weight stack or the brand of your cardio kit.

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Final Thought: Experience is the Product

In today’s market, your equipment is expected. Your opening hours are expected. What isn’t expected — but deeply appreciated — is a club that makes members feel welcome, understood, and inspired.

Gyms that lead with experience don’t just build better businesses. They build stronger communities, longer retention, more referrals, and greater impact.

And in a world that’s overwhelmed with options, the gym that creates moments that matter will always rise above the one that just unlocks the door.

 

How to Handle Objections in the Fitness Industry — Without Losing the Sale

In the fitness industry, objections are not a rejection — they’re an invitation to go deeper. Yet many salespeople treat them as a full stop rather than a turning point. Whether you're a gym owner, fitness manager, or front-of-house sales consultant, knowing how to navigate objections professionally and confidently is what separates top performers from average ones.

The Moment of Truth in Fitness Sales

Every gym tour or sales consultation reaches a tipping point — the moment you ask the prospect to join. When they say yes, fantastic. The paperwork follows, energy is high, and the sale is nearly sealed. But what happens when they say:

“I just need to think about it.”
“It’s a bit more than I expected.”
“I need to check with my partner.”

This is the moment where the real work begins. It’s not rejection. It’s hesitation — and if you’ve built the right rapport, it’s also opportunity.

Why Objections Happen

According to industry data, up to 40% of potential members will leave without joining — and only a small percentage ever return. Most of these conversations don’t break down because the person doesn’t want to join a gym. They break down because:

• The value hasn’t been made clear enough

• The offer doesn’t align with a personal priority

• The concern hasn’t been explored, understood, or addressed

• The salesperson disengages at the first sign of friction

In short: the objection is rarely the problem — how we respond to it is.

Objection vs. Condition: Know the Difference

Before you can handle an objection, you need to understand what you’re actually hearing.

• An objection is a hesitation: “It’s a bit expensive.”

• A condition is a requirement: “I need a gym with a pool.”

Conditions are non-negotiable (though sometimes misunderstood). Objections are emotional, practical, or logical reservations — and these can almost always be overcome through skilled conversation and honest listening.

The Golden Rule: “I want to think about it” is not an objection

This phrase is a signal. It means, “Something’s not sitting right yet.” Your job is to find out what that is, with empathy and professionalism.

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The 6-Step Objection Handling Process

Here’s a step-by-step approach that works — grounded in psychology, communication, and years of fitness industry experience:

1. Pause. Be Quiet.

Silence builds trust. Don’t rush to fill the space. Give them time to finish their thought. Let them breathe. You’d be amazed how often people expand on their objection naturally if you just give them room.

2. Empathise. Always.

Acknowledge their concern. Say something like:

“I totally understand — joining a gym can be a big decision.”

This lowers defences and signals that you’re on their side.

3. Ask What They Need to Think About

Now that they feel safe, probe gently:

“Before you head off, can I ask what it is you need to think about?”

This question turns a vague objection into a specific conversation. Only once you know the true barrier can you address it.

4. Isolate the Objection

You want to make sure you’re dealing with one issue — not five. Ask:

“Other than the price, is there anything else holding you back from joining today?”

If they say no, you now have clarity. If they say yes, explore those too — one by one.

5. Address It With Confidence

Now it’s your turn. Whether it’s price, time, or partner approval, use your tools:

• Break price down to daily value

• Compare it to everyday expenses (e.g. coffee, lunch)

• Remind them of their goals, and what waiting could cost them

• Offer alternative options, freeze periods, or starter packages if appropriate

Always bring the conversation back to outcomes, not just features.

6. Re-Sell and Ask Again

Once you’ve handled the objection, circle back:

“So, shall we get you started and take that first step towards [goal]?”

Many sales are lost not because the objection wasn’t handled — but because the close was never re-attempted.

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Handling Common Objections in the Gym Environment

Here are some of the most frequent objections — and how to frame your response:

“It’s too expensive.”

“Compared to what? What were you expecting to pay?”
“Let’s break this down — at £42/month, that’s just £1.40/day. That’s less than a coffee and way more beneficial for your health.”
“How much is it worth to finally lose that weight you told me about and feel confident again?”

“I need to speak to my partner.”

“Of course — it’s always great to be on the same page. Do you think they’d support you starting something positive for your health?”
“We don’t need to do anything today, but would it help if I sent you a summary of everything we discussed so you can talk it through together?”

“I don’t have time.”

“How much time do you think you’d need to get results?”
“If we could get you a great result with just 3 sessions a week, would that feel more achievable?”
“Most of our members are juggling busy lives too — and that’s exactly why they come here.”

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Objections Aren’t the End — They’re the Start

Objections are part of the process. Expect them. Welcome them. Learn to love them. Why? Because they show the prospect is engaged. It means they’re considering it seriously. And with the right skills, you can turn hesitation into action.

Final Thought: It’s Not Personal

Salespeople — especially new ones — often take objections personally. But a “no” doesn’t mean rejection. It means the conversation isn’t over yet. The most successful gym sales professionals don’t let ego or emotion get in the way — they listen, learn, adapt, and try again.

Because in this industry, helping someone say “yes” could be the first step in changing their life.

 

What Gyms and Fitness Businesses Can Learn from the Hotel Industry

For decades, the hotel industry has led the way in operational excellence, guest satisfaction, and service strategy. Whether you walk into a luxury five-star resort or a mid-market business hotel, what you often experience is a highly trained team, defined service standards, seamless processes, and a sharp focus on profitability across multiple departments. Meanwhile, many gyms and fitness businesses, though customer-facing and service-driven by nature, continue to run with looser frameworks, reactive management styles, and inconsistent service delivery.

So, the question is this: What can the fitness industry learn from hotels — and why haven’t we adopted more of their best practices already?

In this article, we explore what gyms can take from the world of hospitality, drawing particularly from lessons learned in major global brands like Marriott. The goal? To show that fitness clubs can — and should — be held to the same standard of service, operational discipline, and cultural excellence as world-class hotels.

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Service Standards That Set the Bar

The hotel industry thrives on its ability to deliver exceptional service — consistently. Whether a guest is checking in at 1 p.m. in London or 2 a.m. in Dubai, they expect a warm welcome, attention to detail, and the assurance that every interaction will meet a brand standard. These service standards are not just hoped for; they are designed, trained, and audited relentlessly.

Gyms often talk about being “friendly” or “welcoming,” but very few have formalised service expectations across their teams. Rarely do they map out how members should be greeted, supported, followed up with, or celebrated. Yet in hotels, this is fundamental. Every touchpoint — from how guests are addressed by name to how complaints are resolved — is systemised.

In fitness, we have just as many — if not more — member touchpoints: joining, onboarding, check-ins, class interactions, PT consultations, cancellations, feedback, and referrals. These moments matter. If gyms treated these interactions with the same level of training and consistency as hotels do their guest experience, member satisfaction and retention would undoubtedly rise. Service is not something that should depend on who’s on shift — it should be an embedded culture.

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Mastering Complaints and Feedback Loops

Hotels understand that complaints are not nuisances — they’re opportunities. When something goes wrong, top hotels are trained to respond with empathy, speed, and a clear process. The best guest service recovery models include listening without defensiveness, offering timely resolution, and following up afterwards to close the loop.

Marriott, for example, has long used a philosophy of “brilliant hosting” — the idea that guests don’t remember what went wrong, but how it was handled. Feedback isn’t optional; it’s embedded into every function. From post-stay surveys to real-time service buttons at M-Beta Hotel in Charlotte (where guests push physical buttons to give feedback in the moment), hotels proactively seek ways to improve.

Gyms, on the other hand, often avoid complaints or fail to track them. Member issues go unrecorded, feedback is not centralised, and problems are sometimes dismissed unless they’re catastrophic. What if fitness clubs embraced complaints as data? What if feedback was welcomed, responded to publicly, and used to improve processes weekly, not annually?

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Celebrating Teams and Building Culture

One of the most overlooked but powerful tools in the hotel industry is the way it celebrates its people. Marriott’s annual Associate Appreciation Week is a global celebration across all properties — with themed days, staff recognition events, and public appreciation from management. It’s not fluff. It’s culture-building.

These initiatives increase morale, loyalty, and service delivery because staff feel seen and valued. Hotels also provide pathways for development, reward high performers, and create a sense of team pride.

In fitness, where high staff turnover is common and morale can fluctuate, few operators take time to recognise their team. Some gyms don’t even hold team meetings, let alone have appreciation weeks. Imagine the cultural shift if fitness operators ran structured recognition programmes, acknowledged milestones, and created internal champions the way hotels do. Great service starts with great people — and great people need to feel appreciated.

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Financial Discipline and Revenue Management

Hotels are multi-departmental businesses. Each area — rooms, F&B, conferencing, spa, leisure — is expected to contribute to the overall profit of the property. Each has its own P&L, targets, and KPIs. Weekly reviews are the norm. Forecasting is constant. Margins are scrutinised, and commercial decisions are made based on data.

Fitness clubs, especially in the independent sector, rarely operate with that level of financial control. Too many gym owners or managers run with a “how much is in the bank this month” mindset. There is often no revenue forecasting, few (if any) department-level reports, and limited understanding of true operating margins. That’s not sustainable.

If gyms managed their financials like hotels — setting departmental targets, analysing performance weekly, and aligning the team around key revenue goals — profitability would increase. Membership sales, PT revenue, class participation, secondary spend — these all deserve regular analysis and action. Professional businesses know their numbers. The fitness industry must step up.

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Community Engagement Done Right

Beyond the walls of the property, hotels — particularly brands like Marriott — take pride in community involvement. After Hurricane Katrina, for instance, Marriott not only supported its guests and employees, but also opened its kitchens to feed local residents and turned ballrooms into aid centres. It’s the kind of purposeful action that builds lasting brand loyalty.

This type of community engagement is less common in the gym world, but it shouldn't be. Fitness businesses have a unique position of influence in their communities. Hosting charity classes, supporting local schools, offering free wellness events, or partnering with local healthcare providers are all ways to increase brand visibility and build trust.

More importantly, these actions help position gyms not just as businesses, but as contributors to community wellbeing — something that public health bodies, local councils, and potential members are increasingly valuing.

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Lessons in Client Journey Design

Hotels are masters of the guest journey. From pre-arrival email confirmations to personalised room preferences and post-stay thank-yous, the experience is mapped from start to finish. Every step is designed to enhance satisfaction, loyalty, and referrals.

Gyms often overlook this. Many have no clear onboarding process, no structured check-ins, no offboarding protocols, and no member milestones. The experience is left to chance, and consistency is lost.

If a gym applied the hotel mindset to member journeys, we’d see more defined onboarding schedules, regular touchpoints, structured progress reviews, and personalised service based on usage patterns. This is how you turn a 3-month member into a 3-year advocate.

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Final Thoughts: We’re Not That Different

Ultimately, the gap between hotels and gyms is not as wide as it seems. Both industries revolve around people, service, and experience. The difference is simply in the structure, training, and culture.

Hotels have spent decades refining service excellence and embedding operational discipline. The fitness industry — still relatively young in comparison — has an incredible opportunity to learn from their playbook.

It’s time to stop thinking of gyms as casual community spaces and start treating them as service-driven businesses with the same expectations, strategies, and standards as the best hotels in the world.

Because when we do, we won’t just build stronger businesses — we’ll build stronger communities too.

Why Gym Owners Should Seriously Consider Hiring a Consultant

 

Why Gym Owners Should Seriously Consider Hiring a Consultant

Running a successful gym isn’t just about having state-of-the-art equipment or a shiny Instagram presence. Behind every thriving fitness club is a complex web of systems, processes, people, and performance — all of which must align seamlessly to drive sustainable growth. And yet, many clubs struggle to get beyond the basics.

That’s where a fitness business consultant like Black Raccoon Consulting steps in — not as a quick fix, but as a strategic partner who helps you zoom out, see clearly, and move confidently.

The Cocoon Effect: Why It’s Hard to See from the Inside

As a gym owner or operator, you're deeply embedded in the daily operations of your club. You're firefighting, reacting, solving problems, and doing your best to keep members happy and staff engaged. It’s a relentless cycle — and it creates what we call the Cocoon Effect: you’re so close to the business that you can't always see what’s broken, outdated, or misaligned.

You might think your lead generation is working, or that your sales conversion rate is decent — but compared to what? Benchmarks matter. Perspective matters more.

A consultant offers that critical outside view. We're not emotionally tied to your systems. We're not biased by past wins or fearful of change. We look at your business objectively — and help you see what’s really going on.

The Real Challenges Gym Operators Face

According to industry data from IHRSA and other global sources:

• Up to 67% of fitness businesses fail to follow up with new leads within 24 hours.

• Only 1 in 5 gyms have a structured onboarding journey for new members — a key driver of retention.

• Most clubs lose 30–50% of their members annually, and many don’t know why.

• Digital ad campaigns often have poor ROI because sales processes aren't aligned with the marketing funnel.

It’s not that operators aren’t trying — it’s that you’re spread too thin, or focusing on the wrong problems, or unaware of what’s possible.

At Black Raccoon Consulting, we’ve worked across a wide range of gym models — big-box, boutique, franchise, and independents. That cross-sectional experience is our superpower. We’ve seen what works and what doesn’t, and we know how to adapt solutions to different types of clubs and markets.

Are Consultants the Fountains of Knowledge?

Let’s be honest: consultants aren't mystical oracles. We don’t pretend to know your business better than you do. But what we do bring is an external brain — powered by data, shaped by experience, and tested across multiple gym models.

Think of us as a knowledge hub. We pull ideas, trends, and strategies from clubs across the country (and even beyond), which means you're not limited to your own experiences. You get the benefit of a collective wisdom without having to go through all the trial and error yourself.

When Is the Right Time to Work with a Consultant?

Consultants can help at almost every stage of the gym lifecycle:

• Pre-launch: From market positioning and pricing strategy to software stacks and staffing plans.

• Growth phase: Fixing fractured lead systems, improving conversion rates, and optimising client onboarding.

• Stagnation or decline: Diagnosing what’s wrong, realigning your offer, and reigniting sales and retention.

• Scaling and franchising: Creating repeatable systems, tightening operations, and ensuring your brand can grow without chaos.

We’re not here to patch over problems — we’re here to help you build something strong enough to last.

What Black Raccoon Consulting Can Help With

We’re not a digital agency that only solves one problem. We’re a consultancy that zooms out to align every area of your business, including:

• Lead Generation: We help design high-performing campaigns — but more importantly, we ensure they feed into a sales process that actually converts.

• Sales Systems: From enquiry to conversion, we build or refine your process to close more deals, more consistently.

• Client Journeys: We map out your entire member experience — from first visit to long-term loyalty — and fix the gaps that cause dropouts.

• Operational Excellence: We review your tech stack, team structure, SOPs and member touchpoints to streamline performance and boost results.

• Data & Metrics: We help you understand your numbers — not just vanity metrics, but the ones that actually move the needle.

• Retention Strategy: Too many clubs focus on sales and forget retention. We build layered retention strategies that reduce churn and increase lifetime value.

In short, we make your gym run better, perform stronger, and grow faster — because everything is finally working together.

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Final Thought: The Cost of Not Evolving

Every gym thinks they’re different. But in reality, most are facing the same handful of challenges — they're just dressed up in different uniforms.

You can keep trying to solve things from the inside. Or you can partner with someone who’s seen it all before — and knows how to help you break through.

If you’re ready to step out of the cocoon and into real, sustainable growth, Black Raccoon Consulting is ready to talk.

 

Should You Offer a Premium Membership at Your Gym? Here’s Why the Answer Is Probably Yes.

Most gyms focus heavily on acquiring new members—but far fewer take the time to truly maximise the value of the members they already have.

That’s where a premium membership comes in.

It’s not just a “nice-to-have” add-on. When done right, it can increase retention, deepen loyalty, boost revenue per member, and give your brand a genuine point of difference in a saturated market.

Why You Need a Premium Tier (Even If You Think You Don’t)

Too often, gym owners assume that members only care about price. But there’s a growing segment of your audience—likely 10–20% of your base—who want more, and are willing to pay for it if the offer is right.

Here’s what a well-built premium option can unlock:

Higher average revenue per member – Premium tiers can lift your income without lifting your costs.

Increased retention – Members who invest more, stay longer. It’s a simple behavioural truth.

Stronger member relationships – More touchpoints = more connection = more loyalty.

Improved brand perception – A high-tier option elevates the entire perception of your club, even for standard members.

What Should a Premium Membership Include?

Think beyond just personal training. Great premium tiers combine useful extras, added convenience, exclusive perks, and genuine value.

Here are a range of compelling features to consider:

1x Personal Training Session per Month

Monthly Progress Check-in or Goal Review

Exclusive Small-Group Training Access

Improved class booking options such as a 10 day window instead of 7

Free InBody Scans or Progress Assessments

£10 Monthly Credit Behind the Bar

2–3 Free Nutrition Shakes per Week

X Number of Free Sunbed Sessions per Month

Priority Booking for Classes or Events

Discounts on Spa, Retail, or Food & Beverage

10–20% Off Massage, Physio or Wellness Services

2 Free Guest Passes per Month

Welcome Pack (T-shirt, Towel, Water Bottle)

The key is perceived value. Even low-cost additions like drinks, check-ins, or retail discounts can make a membership feel premium—especially when bundled strategically.

How to Price and Structure It

We recommend keeping things simple:

One premium tier, clearly positioned as “the next level” for members serious about results.

Price it £15–£30 above your core membership, depending on what’s included.

Sell it on value, not volume—this isn’t about everyone upgrading, but about serving those who want more.

Consider bundling it like this:

Performance+ Membership – £69.99/month Includes:

That might cost you £12–£15/month to deliver—but it could return £40+ in added revenue and dramatically increase the member’s lifespan.

How to Position It to Avoid Alienation

This isn’t about creating a “VIP class”—it’s about offering options. Position the premium tier as something for people who want more structure, more support, or more flexibility.

Use language like:

“If you’re serious about results…” “For those who want to train smarter, not just harder…” “The extra support that makes all the difference.”

Make sure your staff understand the value and can confidently present it. And don’t discount the importance of naming your premium tier well—terms like Performance+, Prime, or Next Level work far better than “Gold.”

Real Club Example

We supported a club in Cornwall that introduced a £74.99 premium tier including PT, drinks, guest passes, and sunbeds. Within 6 weeks, over 60 members upgraded—and retention for those members increased by 40%. Many of them had been “at risk” members previously.

Final Thought: Don’t Leave Revenue (or Loyalty) on the Table

If you’re not offering a premium option, you’re assuming all your members want the same thing. They don’t. And the ones who want more? They’ll pay someone else to get it—unless you offer it first.

At Black Raccoon Consulting, we help gyms build pricing models, tier structures, and value ladders that work—based on real numbers, real member behaviour, and real commercial performance.

Need help launching or refining your premium membership tier?

Let’s talk.

 

Why Hotels Are Perfectly Placed to Capture the 85% of the UK Who Don’t Have a Gym Membership

By Ryan Charlesworth | Black Raccoon Consulting

Over 85% of UK adults don’t have a gym membership.

Let that sink in.

Most fitness operators spend their time competing over the same 15%—people who already like gyms, already get fitness, and are already buying memberships.

But what about everyone else?

The truth is, there’s a huge portion of the population that wants to feel healthier, fitter, more energised—but they’re intimidated by traditional gym environments.

And this is exactly where hotels have a golden opportunity.

Why Hotels Are Perfectly Placed

Hotels already sit in a unique sweet spot to attract this untapped market. Here’s why:

1. They feel different

Hotel gyms aren’t intimidating. They’re quieter. Calmer. More personal. They naturally attract people who don’t identify as “gym people.”

For older adults, families, and those returning to exercise, that atmosphere matters. You won’t find loud grunting, chalk clouds, or queues for the squat rack in most hotel clubs. Instead, there’s space, light, and calm.

2. They have the facilities others don’t

Unlike budget gyms, most hotels offer access to pools, spas, steam rooms, saunas, and lounges. That’s a massive draw for people who prioritise wellness and recovery as much as exercise.

And while stand-alone gyms are now trying to add recovery spaces, hotels have had them for decades.

3. They understand service

This is the big one.

Hotels are built on hospitality. Their teams are trained to deliver 5-star service, create experiences, and make people feel welcome.

That’s something most gyms can’t replicate—and it’s exactly what the 85% are looking for. People who are nervous about gyms aren’t looking for barbells and bootcamps. They’re looking for connection, warmth, and service. Hotels already excel here.

So Why Aren’t More Hotels Dominating Local Wellness?

It’s not that the potential isn’t there—it’s that a few key barriers keep hotel gyms from becoming true local wellness hubs.

1. Prices often don’t match the offer

Too many hotel gyms are priced like luxury clubs but offer a relatively basic fitness experience. That mismatch kills value perception.

If you want to attract the general population, your pricing structure needs to reflect what they’re used to—with a few added perks to elevate the experience.

2. Marketing is almost non-existent

Most hotels invest in room bookings, conferences, weddings, or restaurant traffic—but spend very little marketing the gym. It’s often just a buried tab on the website or a brochure at reception.

Local audiences don’t even know they can join—and those who do often don’t understand what they’d be getting.

3. They don’t see gyms as profit centres

This is perhaps the biggest barrier.

Many hotels still see their gym as a guest amenity rather than a business unit. That means limited budgets, underutilised teams, and a lack of investment in growth, staffing, or retention strategies.

Until this mindset shifts, the full commercial potential of hotel wellness offerings remains untapped.

What Hotels Could Do Differently

Let’s talk solutions—because the opportunity is enormous.

1. Reposition the Gym as a Wellness Club

Create a brand within your brand. Don’t just call it the “[Hotel Name] Gym.” Build a lifestyle product with a name, a tone of voice, and an offer that speaks to wellness—not workouts.

2. Target the Local Market with Confidence

Position yourself as the non-gym gym. Use the language of wellbeing, relaxation, and service. Don’t chase the hardcore fitness crowd—go after the real market: people who want to feel better but need a gentler path.

3. Build Packages Around Value, Not Volume

A £55/month membership with gym, pool, towel service, two guest passes, and a wellness event each month? That sells. Focus on layering low-cost, high-perceived value extras—not just selling access.

4. Use Your Service Culture as a Superpower

Train your team to treat members like hotel guests. Service excellence is already part of your DNA—bring that to the gym and watch your retention skyrocket.

5. Invest in the Club Like You Mean It

If you want it to be a commercial asset, treat it like one. Assign a manager. Set targets. Track performance. Invest in marketing. This isn’t just a nice-to-have amenity. It can be a six-figure revenue stream with the right strategy.

Final Thought: It’s Not About Competing With Gyms—It’s About Reaching the Rest

Most hotel gyms try to compete with high street clubs. That’s a mistake.

You don’t need to out-bench them. You need to out-service them. Out-connect them. Out-care them.

If you’re a hotel operator who’s ready to see your wellness space not as a sunk cost—but as a genuine growth opportunity…

Let’s talk.

We’ve worked in hotels, run award-winning spa and leisure operations, and helped properties transform underused gyms into thriving, profitable wellness hubs.

Book a free strategy call → https://calendly.com/blackr.../black-raccoon-gym-review-call

The future of fitness is service-led, lifestyle-focused, and more inclusive.

And hotels are perfectly placed to lead the way