Want more gym members without slashing your prices? Discounts can undermine your gym’s value, hurt your profit margins and attract the wrong clients. There’s a better way.

In this episode of "Run a Profitable Gym," host Mike Warkentin is joined by John Franklin, chief marketing officer at Two-Brain and Kilo.

John shares four proven strategies to help you attract and retain new clients without offering discounts: events, holiday challenges, New Year’s Day check-ins and black card referral campaigns. He lays out examples of each tactic and offers practical tips for implementation at your gym.

John’s advice is clear: Focus on attracting high-value members who will stay for years instead of using discounts to lure in low-paying coupon clippers who won’t stick around.

For more support on running a profitable gym without discounts, get Chris Cooper’s free guide "The Gym Owner’s Guide to a Discount-Free Black Friday" by joining Gym Owners United, linked below.

Links

Gym Owners United

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01:10 - Get more clients before 2025

06:08 - Holiday nutrition challenge

09:09 - New Year’s Day check-in

12:55 - Duplicate your best members

16:05 - Execution matters the most