Introduction: Why Bundles Matter More Than Ever
In the competitive world of gym ownership—whether you’re running an independent facility, a boutique studio, or building your personal training empire—the difference between a good month and a great one often comes down to one thing: average order value (AOV). The higher your AOV, the more revenue you generate from each transaction—without necessarily needing more members, more clients, or more traffic.
One of the most powerful, underutilized tools to increase AOV? Profit-boosting packages.
Bundling your services, classes, and amenities into irresistible offers not only elevates perceived value but also simplifies buying decisions for your customers. In this article, we’ll break down how to build packages that boost profits, improve member experience, and create stickier, longer-lasting customer relationships.
Section 1: Why Bundles Work
Before we dive into the how, let’s understand the why behind the bundling strategy:
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Psychological Advantage: Bundles tap into the consumer preference for convenience and value. People hate feeling like they’re missing out—and a well-designed package feels like a deal too good to pass up.
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Increased Commitment: When a member buys a bundle, they’re mentally committing to more than just one workout—they’re buying a lifestyle solution. This reduces churn and increases usage.
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Higher Profit Margins: You can include services that cost little to deliver but offer high perceived value (like a complimentary guest pass or a 15-minute coaching call), increasing margin without drastically raising price.
Section 2: The Anatomy of a High-Value Gym Bundle
Here’s what you want to include to make your bundles irresistible and effective:
1. Core Offering
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This could be a gym membership, a group class pack, or a series of personal training sessions.
2. Add-On Services
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Personal training consultations
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Nutrition coaching
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Recovery services (like massage guns, cryotherapy, or stretching sessions)
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Unlimited group classes (if normally limited)
3. Perks & Amenities
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Priority booking
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Free guest passes
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Free gym merchandise (T-shirt, water bottle, towel)
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Locker and towel service
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One free “bring-a-friend” day per month
4. Urgency or Exclusivity Factor
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“Only 25 available this month”
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“New Year Transformation Bundle – Ends January 31”
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“Members Only VIP Package”
Section 3: Example Bundles That Work
🔹 The Transformation Package
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12-week gym membership
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1x/week personal training (12 sessions)
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Monthly body scan or assessment
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Weekly accountability check-in
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$50 gym retail credit
Goal: Targets people with specific fitness goals and includes structure, accountability, and support.
🔹 The Ultimate PT + Class Combo
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8 personal training sessions
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Unlimited access to group fitness classes
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Free MyZone or heart-rate tracking monitor
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Nutrition planning guide
Goal: Encourages personal training and group involvement, increasing gym usage and retention.
🔹 Couples Bundle
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2 full memberships
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2 joint PT sessions per month
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4 guest passes
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Branded gym bag or matching T-shirts
Goal: Captures dual income while promoting referral and community.
🔹 Weekend Warrior Bundle
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Gym access Friday through Sunday
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4 weekend bootcamps per month
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1 personal training consult
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2 smoothie bar credits
Goal: Taps into a lower-frequency market segment, great for commuters or busy professionals.
Section 4: Tips to Create Your Own Profit-Boosting Packages
Know Your Margins
Always calculate what it costs to deliver each item in your bundle. Some services have high value but low actual cost—these are your secret weapons.
Use Tiered Packaging
Offer Bronze, Silver, and Gold tiers. This allows for:
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Entry-level buyers to get started
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Middle-tier buyers to feel they’re getting the “best value”
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Premium buyers to go all-in
Position for Value, Not Discount
You’re not just giving a cheaper deal—you’re delivering a better, more complete solution. Anchor the price to the total retail value, then show the bundled savings.
Train Your Sales Team
If your staff isn’t trained to explain the bundles and close the sale, even the best offer will fall flat. Include bundles in your sales training weekly.
Bundle What People Actually Want
Use your CRM, feedback forms, and front desk team to gather intel on what your members ask for most—and package those services first.
Section 5: How to Promote Your Packages
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Onboarding: Make bundles a key part of your new member presentation.
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Email Campaigns: Run limited-time package promos to your list.
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Front Desk Displays: Use clear signage and take-home flyers.
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Social Proof: Share testimonials from people who’ve succeeded using bundled services.
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Online Sales Page: Let people buy online—make it easy and seamless.
Conclusion: Bundles Are the New Sales Superpower
A great gym isn’t just about great equipment—it’s about great offers, great experiences, and great results. Profit-boosting packages give you a way to deliver all three while increasing your average revenue per customer.
The time to act is now. Start small, track results, refine your bundles, and soon you’ll wonder how you ever sold without them.
Optional Next Step
Need help creating your bundles, writing your scripts, and training your team to sell more memberships and personal training? Reach out—I work with independent gym owners and studio operators every day to help them increase profit, build systems, and grow their business. Let’s build your ultimate bundle plan.
Need help building systems, improving your facility, or turning around your gym business? Contact Jim here.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel
