Secondary Spend
Get Creative on Secondary Spend in Your Gym
Costs are higher than ever and margins are getting tighter. Secondary spend in gyms is no longer optional.
Let’s not sugarcoat it. Times are tough and competition is everywhere. For independent owners especially, diversifying gym income streams has never been more important. Every extra pound matters. Especially when merchandise, supplements, PT, and recovery services can account for 10–40% of a gym’s total income.
But what you offer needs to go deeper than a generic product shelf. Your gym’s culture matters. Member satisfaction matters. And getting creative with your offering is crucial.
Costs are higher than ever and margins are getting tighter. Secondary spend in gyms is no longer optional.
Let’s not sugarcoat it. Times are tough and competition is everywhere. For independent owners especially, diversifying gym income streams has never been more important. Every extra pound matters. Especially when merchandise, supplements, PT, and recovery services can account for 10–40% of a gym’s total income.
But what you offer needs to go deeper than a generic product shelf. Your gym’s culture matters. Member satisfaction matters. And getting creative with your offering is crucial.
Secondary spend in a nutshell
When it comes to secondary spend in gyms or fitness clubs most of us have a decent understanding of the regular options, especially behind the counter. We’re talking coffee, supplements, creatine, protein powders and merchandise to name just a few.
There’s strategic opportunity both behind and beyond the counter though as well. But only if you understand the needs and behaviours of your membership base and couple it with a genuine desire to improve their satisfaction. Make no mistake, it plays a much bigger part in secondary spend than you might think.
When it comes to secondary spend in gyms or fitness clubs most of us have a decent understanding of the regular options, especially behind the counter. We’re talking coffee, supplements, creatine, protein powders and merchandise to name just a few.
There’s strategic opportunity both behind and beyond the counter though as well. But only if you understand the needs and behaviours of your membership base and couple it with a genuine desire to improve their satisfaction. Make no mistake, it plays a much bigger part in secondary spend than you might think.
More satisfaction = More Spend
According to the January 2025 UK Customer Service Index, emotional connection and perceived care are two of the biggest drivers of customer satisfaction — and they directly influence spend. In fact, a 10+ point increase in Net Promoter Score is linked with a 3.2% rise in upsell revenue.
And according to IHRSA, higher secondary spend correlates directly to member retention.
In other words, improving the satisfaction of your members can help increase gym revenue without welcoming a single new sign-up through the door.
A satisfied member is willing to invest in more than just a membership. They appreciate the experience they receive when they visit so they’re more willing to invest into what you’re offering as extras.
But which gym upsell strategies offer value in the right context for your gym?
According to the January 2025 UK Customer Service Index, emotional connection and perceived care are two of the biggest drivers of customer satisfaction — and they directly influence spend. In fact, a 10+ point increase in Net Promoter Score is linked with a 3.2% rise in upsell revenue.
And according to IHRSA, higher secondary spend correlates directly to member retention.
In other words, improving the satisfaction of your members can help increase gym revenue without welcoming a single new sign-up through the door.
A satisfied member is willing to invest in more than just a membership. They appreciate the experience they receive when they visit so they’re more willing to invest into what you’re offering as extras.
But which gym upsell strategies offer value in the right context for your gym?
Behind the counter
Coffee and shakes can be more than just member conveniences. They can be your strategic profit opportunities.
Shake upsells using small ingredient upgrades like adding oats, a scoop of creatine, or offering a ‘go large’ option on coffee can increase the price by 20–50%. These high-margin micro-upsells don’t require more staff time or storage. They’re quick wins that can lift the average transaction value without needing to expand your product range.
They also feel customised to your member. Adding oats can help with goals like bulking or fuelling. They’re a value add, not a hard sell.
Branded merchandise can typically deliver 10–15% profit margins and massively contribute to monthly revenue. But minimise your stock with limited-run or one-off merch drops. This doesn’t just create genuine scarcity with available items, it reduces the chance of excess, unsold stock.
You can also get just one display item for each style or size with an accompanying QR code for ordering. No need for extras, no need to restock.
Customise what you offer in a way that makes sense for your space, your budget, and your members.
That goes for what you offer beyond the counter too.
Coffee and shakes can be more than just member conveniences. They can be your strategic profit opportunities.
Shake upsells using small ingredient upgrades like adding oats, a scoop of creatine, or offering a ‘go large’ option on coffee can increase the price by 20–50%. These high-margin micro-upsells don’t require more staff time or storage. They’re quick wins that can lift the average transaction value without needing to expand your product range.
They also feel customised to your member. Adding oats can help with goals like bulking or fuelling. They’re a value add, not a hard sell.
Branded merchandise can typically deliver 10–15% profit margins and massively contribute to monthly revenue. But minimise your stock with limited-run or one-off merch drops. This doesn’t just create genuine scarcity with available items, it reduces the chance of excess, unsold stock.
You can also get just one display item for each style or size with an accompanying QR code for ordering. No need for extras, no need to restock.
Customise what you offer in a way that makes sense for your space, your budget, and your members.
That goes for what you offer beyond the counter too.
Beyond the counter
Offering the same list of generic add-on options to every member is a sure-fire way to erode any sense of personal care and attention.
But secondary spend and service-based add-ons can be directly woven into the culture of who you are as a gym if handled correctly. So listen to your members and their needs.
Offer personal training add-on sessions to those you feel would really benefit from them after sign-up.
Offer massage therapy sessions to those returning from injury or suffering with mobility.
Offer recovery sessions like ice baths or saunas to those with a deeper understanding or interest in wellness or biohacking.
These high value services often come with minimal operational overheads if you already have systems in place. You also don’t need to make them available to every member, all the time. Just to the right people at the right time.
For example: Offering a £10–15 post-workout recovery session once a week to just 30 regulars adds over £1,200 per month in extra income.
Offering the same list of generic add-on options to every member is a sure-fire way to erode any sense of personal care and attention.
But secondary spend and service-based add-ons can be directly woven into the culture of who you are as a gym if handled correctly. So listen to your members and their needs.
Offer personal training add-on sessions to those you feel would really benefit from them after sign-up.
Offer massage therapy sessions to those returning from injury or suffering with mobility.
Offer recovery sessions like ice baths or saunas to those with a deeper understanding or interest in wellness or biohacking.
These high value services often come with minimal operational overheads if you already have systems in place. You also don’t need to make them available to every member, all the time. Just to the right people at the right time.
For example: Offering a £10–15 post-workout recovery session once a week to just 30 regulars adds over £1,200 per month in extra income.
Ashbourne’s EPOS till system
Like everything in your gym, you can’t improve what you don’t track. That’s where Ashbourne’s fully integrated till system comes in.
It doesn’t just record sales, it shows you what’s working, what isn’t, and what’s selling. When you track every stage of a member’s journey, from sign-up to first purchase, you’re not guessing at what might sell. You’re responding to what is.
You can see your most popular products in real time, spot patterns, and alert you when stock is running low. Smarter decisions can be based on your gym and specifically benefit your members.
So start small. Track what works. And use your till data to build a secondary spend offering that puts your members first. Then use the data in the right way to improve not just your revenue, but your customer experience and member retention as well.
Ready to take a smarter approach to secondary spend? Start with what you already know about your members and let Ashbourne’s tools help you build on it.
Like everything in your gym, you can’t improve what you don’t track. That’s where Ashbourne’s fully integrated till system comes in.
It doesn’t just record sales, it shows you what’s working, what isn’t, and what’s selling. When you track every stage of a member’s journey, from sign-up to first purchase, you’re not guessing at what might sell. You’re responding to what is.
You can see your most popular products in real time, spot patterns, and alert you when stock is running low. Smarter decisions can be based on your gym and specifically benefit your members.
So start small. Track what works. And use your till data to build a secondary spend offering that puts your members first. Then use the data in the right way to improve not just your revenue, but your customer experience and member retention as well.
Ready to take a smarter approach to secondary spend? Start with what you already know about your members and let Ashbourne’s tools help you build on it.
