Sunday, 16 November 2025

What Is Community, How Do We Build It, and How Do We Bring Members Into It?

Ryan Charlesworth

Gym & Fitness Business Consultant, Podcast Host, Author & Network Builder. Helping GYM OWNERS, Hotel Managers, Investors and managers create SUCCESSFUL Fitness Businesses. Black Raccoon Consulting

November 16, 2025

I had an interesting conversation this week about something that sits at the heart of every successful gym. Community. We talk about it constantly. We claim to have it. We add it to mission statements. But do we actually understand what it is, how to build it, and how to bring members into it?

Community is not noise. It is not a busy class timetable or a WhatsApp group. It is not the handful of loud, adventurous members who naturally talk to everyone. That is social energy, not community.

True community is belonging. It is when people feel safe, seen, connected, and part of something. But here is the challenge. New members rarely feel that way. Being the newbie is hard. You do not know the space, you often do not know anyone, and most people walk in carrying a mix of nerves, uncertainty, and self-consciousness.

So how do we create a community where every member can find their place, at their pace, without pressure or awkwardness?

Knowing your staff is the easy part. Most clubs already do that. But community is not built between staff and members. It is built between members and members. That is where the magic is.

Relying on your confident members to create that buzz will only ever serve a small percentage. The real work happens when the club creates the conditions for connection, not just the expectation.

Here are some of the ways we can make this happen:

Get members trying new classes so they meet new people. Use your Fab 5 so every interaction feels warm, familiar, and human. Create a simple buddy or training partner programme so no one trains alone unless they want to. Run social events that are more than a poster on the wall. Engage staff in conversations that bring people along. Use group inductions so new members meet each other on day one rather than walking in alone. Offer group PT or small group sessions to help people connect with others at the same stage. Encourage staff to link members together on the gym floor. It can be as natural as saying, “You two are working on the same thing, have you met…?”

These small actions stack up. They reduce intimidation, increase confidence, and create friendships. And once people build relationships in your club, they stay. Not for the equipment or the price. For the people.

So the real question is this. What are you doing, today, to help members meet each other? What intentional steps are you taking to create belonging rather than waiting for it to happen?

Because community does not grow by accident. It grows because the club creates the pathways for people to feel included.

Let’s stop talking about community and start creating it. The impact is huge. The actions are simple. And the results change everything.

Ryan Charlesworth | www.blackraccoon.org | ryancharlesworth@blackraccoon.org

Thursday, 13 November 2025

Is The Collaboration the New Era in the Fitness and Wellness Industry

Ryan Charlesworth

Gym & Fitness Business Consultant, Podcast Host, Author & Network Builder. Helping GYM OWNERS, Hotel Managers, Investors and managers create SUCCESSFUL Fitness Businesses. Black Raccoon Consulting

November 13, 2025

When I started in the industry, the big box clubs were the benchmark of ambition. Businesses like David Lloyd set the standard, offering everything under one roof. Tennis, gym, squash, studio classes, spa, café. They were the full lifestyle package and for many years, that was the model we all looked up to.

Then the market shifted. We entered a phase where individual functions broke away into their own specialised facilities. Pilates studios, EMS studios, PT-only spaces and countless boutique concepts emerged. Smaller, more focused, more efficient. Consumers wanted expertise and the industry responded.

Today, however, we are entering a new phase. A phase driven not just by consumer behaviour but by opportunity. The rise of padel in particular has highlighted something important. Many operators are no longer looking to build every service themselves. Instead, they are creating partnerships. They are collaborating with other businesses who can complement, enhance and diversify what they already offer.

This time, the opportunity is different. Club owners no longer need to take on all the financial risk. They do not need to become experts in every discipline. Instead, they can form strategic partnerships that allow both businesses to thrive.

In the United States, this collaboration model is growing rapidly. Multiple wellness brands are taking space within the same building. Yoga franchises next to recovery studios. Pilates concepts next to nutrition clinics. Complementary brands are placing themselves side by side to maximise shared traffic and shared audiences.

In the UK, we are beginning to see the same trend. Gyms are opening their spare capacity to padel providers. This makes complete sense. For years, clubs have had physios, sports therapists, beauticians, osteopaths and massage therapists renting rooms. So why not extend this beyond treatment rooms and into broader wellness and performance services.

The benefits are clear. New customer bases. New revenue streams. Lower risk. Shared marketing opportunities. Greater visibility on site. A broader ecosystem for members to engage with.

This is not about gyms trying to do everything. It is about gyms working with other entrepreneurs who bring expertise in areas that the club does not need to build from scratch. Collaboration gives consumers more reasons to visit, stay, engage and spend.

The growth in wellness, combined with the rise in niche services, creates opportunities that simply did not exist ten or twenty years ago. Rather than competing for every pound and every product, brands can now work together to reduce risk and expand their reach.

The challenge now is awareness. We need to find better ways to highlight these partnership possibilities to entrepreneurs and bring them together. Many wellness operators would flourish inside or alongside an established gym. Many gyms would benefit from a specialist partner who brings something genuinely new to the site.

Potential collaborations include padel, gyms, Pilates studios, specialist studio rentals, pre and post maternity services, climbing centres, cycling studios, EMS, medical interventions, nutrition and food services, coffee shops and more. The list continues to grow as wellness expands and consumers seek greater convenience and variety.

Clubs do not need to be the jack of all trades. The future may simply be collaboration, co-location and smarter marketing of shared opportunities.

The next evolution of the fitness sector will not be defined by who owns the most services. It will be defined by who partners the smartest.

Ryan Charlesworth | Black Raccoon Consulting | ryancharlesworth@blackraccoon.org

Friday, 31 October 2025

A Moment for UKActive to Refocus

Ryan Charlesworth

Gym & Fitness Business Consultant, Podcast Host, Author & Network Builder. Helping GYM OWNERS, Hotel Managers, Investors and managers create SUCCESSFUL Fitness Businesses. Black Raccoon Consulting

October 23, 2025

The changes at UKActive this week mark an important moment. With Dave Stalker stepping in as Chair and Huw stepping down, there’s a genuine opportunity to reset, refocus, and reimagine what the organisation stands for.

I’ve never wanted to be overly critical of UKActive. In many ways, what they’ve achieved is remarkable given the scale of what they’ve tried to take on. Contrary to what many people might think, UKActive isn’t a vast organisation with endless resources. It’s relatively small, yet it has carried an enormous remit — trying to represent every corner of the physical activity sector. That ambition, while admirable, has also been part of the challenge.

When the Fitness Industry Association evolved into UKActive, it did so with a powerful vision. Dave Stalker’s original goal — to broaden the remit, embrace a wider audience and unite the sector — was visionary. But over time, in trying to be everything to everyone, some of the core focus on the fitness industry itself has faded.

Government lobbying has been a major pillar of UKActive’s strategy. Yet despite tireless effort, the results have been limited. Some of that isn’t their fault — the instability of government, changes in ministers and a historic lack of understanding about our sector have made progress difficult. But it’s also fair to say that when lobbying becomes the dominant focus, the day-to-day needs of operators — the gyms, clubs, and studios — risk being sidelined.

The structure, too, perhaps needs review. Having a voluntary board, often weighted towards individuals from outside the fitness industry, can make it harder to stay connected to the realities operators face. Representation from the NHS and other external organisations brings valuable perspectives, but at board level, we also need voices who live and breathe the fitness sector daily. Governance that reflects the industry’s commercial and operational realities — with full-time executives responsible for key areas like membership, finance, and growth — would create a stronger, more responsive foundation.

Most importantly, being a member of UKActive should mean something tangible. Membership should bring visible value — through national campaigns, business support, and sector development that strengthens both public and private operators. The focus must return to supporting the people and organisations that drive participation every single day.

None of this is to criticise the vision. Quite the opposite. UKActive’s intent has always been rooted in the right ideals. But with change at the top, now is the time to be bold enough to evolve again. The organisation can still unite the wider activity sector while giving the fitness industry its rightful voice and focus.

The positive news is that there are already groups of passionate, experienced people ready and waiting to support that change. If UKActive embraces this moment — and those willing to help shape the next chapter — the industry will rally behind them. Membership will grow, engagement will rise, and with it the strength of our collective voice.

Whoever replaces Huw has a huge job ahead. I would implore UKActive to choose a true visionary — someone who recognises the challenges, embraces them, and has the courage to reshape the future. This is a chance to cement a lasting legacy for a forward-thinking, bold group of people who genuinely believe in the power of collaboration and shared purpose.

Imagine an industry where our representatives truly represent every sector, and where clubs, studios, and operators of every size feel not only supported but proud of the work they do and the organisation that stands beside them.

That’s what’s possible — and with the right leadership, this could be the moment UKActive finally becomes what it was always meant to be: the voice of our industry.

Ryan Charlesworth | Black Raccoon Consulting | www.blackraccoon.org

Beyond Memberships: How Gyms Can Unlock Hidden Revenue Streams

Most gym owners still see their membership base as the main (and often only) source of income. And yes, recurring memberships are the backbone of your business. But if that’s all you rely on, you’re missing out on a world of opportunity.

The reality is this: it’s no longer enough to focus on monthly direct debits alone. To truly grow and stabilise your business, you need to think about diversification — multiple income streams that complement each other, reduce risk, and increase lifetime value per member.

Here’s how you can start thinking bigger.

1. Premium and Tiered Membership Options

Not every member wants the same thing or the same price point.
Creating premium or “platinum” membership tiers can provide extra value while increasing average revenue per member.

A platinum package could include:

Monthly PT sessions or small group training
Access to exclusive seminars and workshops
Free or discounted massages or recovery treatments
Branded clothing or nutritional starter packs
Priority class booking or extended opening hours

The key is exclusivity. You’re not just selling access — you’re selling belonging. Members who buy premium packages are your advocates, your highest spenders, and your most loyal supporters.

2. Charge a Joining Fee — But Add Value

If your club doesn’t already charge a joining fee, it’s time to reconsider. A modest joining fee not only helps with upfront cash flow but also creates a psychological commitment from the member.

However, simply charging a fee with no tangible value feels punitive. Instead, turn it into an opportunity to add perceived and actual worth.

Consider including:

Guest passes for friends and family
Free bar or café credit
Complimentary PT or group PT sessions
A branded welcome pack
A 30-day onboarding check-in

By framing your joining fee as an investment in their experience rather than an administrative cost, you’ll face far less resistance — and start the relationship on a positive note.

3. Personal Training and Small Group Training

PT should be one of your most profitable divisions, yet in many clubs, it’s underdeveloped or poorly marketed.
Small group PT can be even more powerful — it combines the accountability of personal training with the social element of group exercise, while keeping pricing accessible.

Think four to six people per group, focused on specific outcomes such as fat loss, strength, or endurance.
The trainer earns more per hour, clients pay less per session, and the club generates more overall revenue.

It’s a win for everyone.

4. Nutrition and Supplement Sales

Members spend money on nutrition — the question is where.
If it’s not through you, it’s through someone else.

From protein powders and pre-workouts to healthy snacks and ready-made meals, nutrition sales can add significant revenue.
Even better, you can tie it into education by offering short “Nutrition 101” workshops or personalised meal-planning sessions.

Some clubs go a step further and partner with local food prep companies or cafes to provide branded meals, creating an additional affiliate income stream.

5. Branded Merchandise and Apparel

Gym-branded clothing is more than just a logo on a t-shirt. It’s pride.
It’s a walking advertisement for your club.

T-shirts, hoodies, water bottles, shaker cups, towels — all these items create additional revenue while reinforcing your brand identity.

Set up a small retail display near reception or use print-on-demand platforms to avoid stock risk. The margins are healthy, and the brand impact is even stronger.

6. Facility Rental and Shared Space

Do you have a studio, treatment room, or spare office space sitting empty for part of the day?
Rent it out.

Massage therapists, physios, osteopaths, yoga instructors, or even sports coaches are always looking for professional space to operate.
You can charge a flat fee or a revenue split — either way, it’s extra income with minimal cost.

You can also rent your main space during off-peak times for activities like dance classes, martial arts, or corporate wellbeing sessions.

7. Group Programmes and Clubs

Community-based programmes can build both engagement and income.
Weight-loss clubs, mum-and-baby sessions, teen fitness programmes, or “Back to Fitness” groups for older adults all attract new audiences who might not otherwise join a gym.

Themed programmes also help you market to specific demographics — and once people find a community they belong to, they tend to stay.

You’re not just selling exercise; you’re creating belonging.

8. Education and Events

Workshops, masterclasses, and seminars are another underused opportunity.
Host sessions on topics like strength training for beginners, nutrition myths, mobility for desk workers, or mental wellbeing through exercise.

Charge a modest entry fee or offer them free for higher-tier members.
You can even partner with local businesses, such as physiotherapists, mental health specialists, or nutritionists, to co-host and split costs.

Done consistently, these sessions position your club as an expert hub in your community — not just a place to work out.

9. Food and Vending

This one is simple but effective.
Adding a healthy vending machine or grab-and-go fridge for drinks, snacks, and protein shakes can quietly generate steady income — especially if your club has good footfall.

Even a small smoothie bar can deliver high margins while improving the overall member experience.

10. Corporate Wellness Partnerships

Local businesses are constantly looking for ways to improve employee wellbeing, reduce absenteeism, and enhance morale.
Approach them with a tailored corporate fitness offer: discounted memberships, on-site PT sessions, or lunchtime wellbeing workshops.

One contract with a medium-sized company can bring in dozens of members — and far more stability than one-off sales.

The Common Thread: Value and Experience

The golden rule in all of this is that every additional revenue stream must add value to the member’s experience.
If it feels like a cash grab, it won’t last.

When you create products, programmes, and services that genuinely improve outcomes — whether that’s convenience, education, motivation, or connection — you build trust and long-term loyalty.

That’s where the real profit lies.

Final Thought

Your monthly memberships keep the lights on.
But it’s the extras that create stability, profit, and long-term success.

So stop thinking like a gym and start thinking like a business with multiple channels of value.

The best-run clubs aren’t just selling access to equipment — they’re selling solutions, experiences, and communities.