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Membership Models That Fit Your Market: Building Pricing Strategies That Align with Your Space and Goals
Running an independent gym isn’t just about great kit and design, it’s about building a business that works.
Pricing is one of the biggest decisions you’ll make, and it can make or break your success. Yet too many gym owners base their prices on what the gym down the road is charging, rather than what their model, space, and members truly need.
In the second part of our Independent Gym Success Series, IndigoFitness Gym Designer Chris Parr breaks down how to price with confidence, and build a membership structure that aligns with your goals, your market, and your unique training space.
How Independent Gyms Should Think About Pricing Their First Facility (Without Copying the Gym Down the Road)
One of the biggest mistakes new gym owners make is copying someone else’s pricing and assuming “that must be the going rate.”
It’s not. That’s their business model. Their cost base. Their capacity. Their product.
Your pricing should be built around your model, your operating cost, and the experience you intend to offer.
Let’s break down the main gym models, who they suit, typical price ranges, and how to stress test what makes the most sense for your business.
Option 1: Traditional Open Gym Model
Think commercial-access facility, no coaching unless it’s through bolt-ons.
Pros:
- High volume, low churn friendly.
- Familiar format, easy to sell.
- Flexible upsell opportunity: PT, small group, day passes, off-peak tiers.
Cons:
- Competes on location, convenience and vibe, not expertise.
- Price war risk. The race to the bottom is real.
- Requires 400–800+ members to be meaningfully profitable.
- Doesn’t build deep connection → harder retention/referrals.
When it works:
If your town has zero premium gym OR you’re going very low-cost / high footfall, and you have capital for good kit + strong brand.
Option 2: Small Group Personal Training (SGPT)
A coaching-led, boutique model focused on community, results, and lifestyle.
Pros:
- High retention. People don’t leave coaches.
- Price is linked to perceived expertise + transformation.
- Far lower member count needed (80–150 members can be enough).
- Strong margin and scalability once model is correct.
Cons:
- Requires excellent coaching staff, not just good training space and equipment.
- Quality control matters, product must be consistently world-class.
- Capacity is limited, relies heavily on scheduling and staff.
When it works:
When you want a coaching business more than a “gym that’s open.” Strong brand + lifestyle positioning wins here.
Option 3: Large Group / Functional Fit / Hybrid / Conditioning
Think CrossFit, Marchon, F45, Barry’s, etc.
Pros:
- Community grows fast when built well.
- Energy and atmosphere sell easily on social media.
- Faster to fill than SGPT due to lower price point.
Cons:
- Lower pricing ceiling.
- Retention can drop when members plateau.
- Requires 150–300+ members to stay sustainable.
When it works:
If your brand is culture-first and energy-led. You’re selling belonging and experience, not just fitness.
Hybrid / Tiered Model – The Most Future-Proof
Typical tiers might look like:
- £50–£60 = Open Gym Only
- £80–£120 = Open Gym + Classes
Pros:
- Appeals to different buyer types without diluting brand.
- Creates natural member progression “graduate upward.”
- Increases average yield per sq ft without needing 400+ members.
Cons:
- More complex to manage operationally.
- Must be clearly positioned, not just “cheap add-ons.”
- Needs clarity in communication to avoid confusion.
When it works:
When your brand is built as a training ecosystem, not just “gym + classes.” Members can grow with you, not outgrow you.
How to Build Your Own Pricing Strategy
Step 1: Decide Who You Want to Be Paid By – Volume or Value?
Do you want 350 people paying £70, or 120 people paying £250?
There’s no wrong answer, but you have to pick a lane.
Step 2: Calculate Your “Safe Break-Even”
Your salary + rent + staff + fixed costs + buffer = your minimum monthly revenue target.
Divide by your desired member count. That’s your non-negotiable average yield per member.
Step 3: Build Tiers Upwards — Not Sideways
Tier 1 should not cannibalise Tier 2. Each level must deliver a different outcome, not just a few more features.
Step 4: Name Your Tiers Around Identity, Not Features
Ditch “Basic / Gold / Platinum.”
Try:
Foundation — for people rebuilding habits
Perform — for those chasing measurable results
Elite — for members ready to commit fully
Step 5: Price Based on Outcome, Not Feature Count
People don’t buy “4 sessions a month.” They buy the transformation that comes with structured coaching and accountability.
Step 6: Anchor With Confidence
Price it. Say it clearly. Stop apologising for value.
So What Should You Do Next? (Action Steps)
- Get clear on your identity. Are you a coaching business or a gym with coaching?
- Work out your required average yield per member. Be brutally honest with the numbers.
- Define your core product. The one offer that your brand stands behind.
- Build upward tiers. Add value, not just access.
- Position your price with confidence. Remember, pricing isn’t a finance exercise; it’s a positioning strategy.
Final Thought
Your pricing is more than numbers on a page, it’s how you communicate value, confidence, and purpose.
When you get it right, you don’t sell memberships… you create demand, build a tribe, and remove competition entirely.
What’s Next: The Numbers That Matter
Once your pricing and membership model are in place, the next step is understanding how to measure success.
In the next article in our Independent Gym Success Series, we’ll break down the key performance indicators (KPIs) every independent gym owner should track and how to use them to make smarter, more confident business decisions.
Stay tuned for: “The Numbers That Matter – Understanding KPIs in an Independent Gym.”
