New revenue streams to add in 2026

2026 is set to be another year of balancing high operating costs with the need to deliver more value for members. Strengthen your bottom line and unlock growth opportunities with these 9 revenue stream ideas.

Running a gym business is not without its challenges right now. But there are plenty of opportunities for ambitious operators to unlock a share of industry growth.

The estimated market value of the UK fitness industry hit record highs in 2025, rising to an impressive £6.5 billion (Leisure DB). Up 9.3% on 2024. This growth was particularly driven by privately owned gyms and fitness clubs. Growth is there for the taking.

Right now, 97% of UK gym operators rely on memberships as their main source of revenue. Memberships provide predictable income, promote better member relationships, and deliver value for money for members.

Yet the most successful gym operators – and those targeting growth – are always looking to add fresh revenue streams that go beyond traditional memberships and personal training.

Need some inspiration? Read on for 9 proven and emerging revenue opportunities to consider rolling out across your business.

Let’s get stuck in!

1. Sell day & week passes

First up, a very simple way to bring in new revenue for your business. Offering paid day, week, or even month passes, can help you attract ad hoc income from a wide variety of visitors.

Short-term passes appeal to tourists, business travellers, and hesitant joiners. Run a gentle follow-up campaign to those who’ve purchased passes asking for feedback and showcasing membership options.

Tip

Make these available to buy online and restrict access based on the period of the pass.

2. Run small group personal training classes

Small group personal training (SGPT) has grown in popularity over recent years.

Google Ads data for the year to end-August 2025 shows searches for ‘small group training’ increased by 22% year-on-year. Plus, searches for ‘small group PT near me’ grew by an impressive 100%.

The good news is that you don’t need to be a specialised facility to offer this style of training. It often works best when run on the gym floor. And SGPT sessions can be sold at a premium in addition to, or instead of, a membership.

Create bundles of sessions that SGPT participants can buy, bringing additional revenue into your business. You could also create membership-linked bolt-ons to let members pay monthly and automatically secure their spot.

Hosted by your personal trainers with 2-6 participants, this type of training brings a range of benefits:

Tip

Appeal to price-sensitive members by promoting SGPT as a mid-point between personal training and standard classes.

3. Host events & workshops

Bring in new revenue and boost cashflow by running ticketed events and workshops. You could make these occasional or regular occurrences.

Design events with your members in mind and consider the wider communities around you. Identify options that complement what you have to offer and lean into your niche (if you have one).

Event ideas include:

Go deeper

Learn the basics of event planning. Plus get 13 business boosting fitness event ideas.

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4. Sell retail items

From food and drink to helpful items that members may have forgotten, selling a variety of retail items is a great way to expand your business.

Make sure you are pricing retail items effectively. Maintain a healthy profit margin on items, while avoiding overpricing as this can negatively impact sales. Run campaigns to encourage members to buy.

Consider selling branded items. For example, hoodies, t-shirts, and water bottles. When members take these items outside of your walls, you can grow awareness of your brand. You could even sell items via an online shop.

Tip

Start small with a handful of items that will most appeal to your members.

5. Install vending machines

Building on the idea of selling retail items, look at the option of adding vending machines to your facilities.

There are a range of different vending machine suppliers available with options that’ll suit your members. Think sports drinks, nutritional supplements, snacks, soft drinks, or coffees.

Vending machines are a great option if you have unmanned hours or just want to sell helpful items without needing staff available to facilitate sales.

Tip

Remove barriers to purchase with smart vending machines that take card and mobile payments.

6. Monetise underused spaces

Studios that sit empty outside of class times. Offices that barely get used. Quiet café areas.

If you have spaces that you’re not using, think about ways that you could turn them into extra revenue sources:

Tip

Audit each site’s usage patterns to identify underused areas. Rent out or repurpose accordingly.

7. Add injury & recovery clinics on-site

If you do have underused space (or perhaps there’s room to expand), you could diversify your offering by adding recovery services. Think physiotherapy, sports massage, or specialist treatments like cryotherapy.

Increasingly, members are looking for gyms to support their overall health, not just workouts. By positioning your facilities as wellness hubs, you create a premium space. One that attracts existing members and non-members looking for recovery solutions.

Injury and recovery services, whether you rent out space to practitioners or directly employ them, generates new income. And these services can also help you boost retention. Why? Members who recover faster are less likely to drop out.

Tip

The fastest way to get started is through partnerships. Invite local therapists to rent space within your facilities. It’s a win-win. You’ll gain new revenue and add value for members. Specialists benefit from a steady flow of new clients.

8. Offer nutrition & wellness support

As the saying goes ‘fitness goals are won or lost in the kitchen’. Often members train regularly, but struggle with nutrition. Fill this gap by offering structured nutrition and wellness coaching.

Services to consider include body composition analysis, nutrition consultations, meal plans, and check-ins. You could offer these as one-off sessions or create bundles for ongoing coaching sessions to build accountability.

When you offer nutrition and wellness support, you generate extra revenue and drive loyalty. Members see faster, more sustainable, progress and results.

Tip

If you want a lighter touch way to offer nutrition support, you could consider adding personalised nutrition plans and tracking to your app.

9. Sell branded fitness challenge programmes

Sometimes your members are looking for more than access to equipment. They’re looking for a goal, accountability, and community.

Tap into this demand by creating paid challenges. Think six-week transformations, fat-loss bootcamps, or strength-building programmes.

Branded challenges create urgency, excitement, and a sense of belonging. And can be sold as an add-on (or alternative) to a traditional membership. When carefully designed, challenges serve as a powerful referral tool, attracting non-members.

For multisite operators, look to create a standardised calendar of branded challenges. Running programmes across all locations simultaneously makes it easier to create consistency, build brand recognition, and take advantage of economies of scale.

Tip

To keep motivation high, you could look at building in progress tracking, regular check-ins, and even prizes.

The wrap up…

Adding new revenue streams is about more than boosting income. It’s about enhancing the member experience, strengthening retention, and positioning your brand as a holistic fitness provider.

Expanding your offering will help you tap into the growth potential of the fitness industry. It will help you diversify, innovate, and deliver value beyond the gym floor.

Start by considering these 9 ideas for bringing in new revenue:

For more revenue boosting ideas, download the 25 Ways To Boost Cashflow & Save Money eBook.