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

• 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:

• Monthly PT session

• £10 bar credit

• 2 nutrition shakes/week

• 2 sunbed sessions/month

• Monthly goal review

• 10% spa & retail discount

• 2 guest passes/month

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.