Meet the MVPs: Why Most Valuable Participants are the new power players in club growth

In an industry where chasing exciting new trends is a staple acquisition and retention play, the familiar can often be overlooked. But what if the key to a stronger club business lies not in doing something new, but in doing the familiar better?

Growth abounds in the modern fitness landscape, but it’s incremental, forcing operators to work harder for their share of the spoils. The European fitness market's total revenue grew by 10% in 2024, but the largest 20 operators increased revenue by an average of 15% (2025 European Health and Fitness Market Report). In the US, a quarter of Americans now have a fitness membership, up 5% on the previous year, according to HFA (formerly IHRSA).

So with strong growth opportunities, how can operators take advantage? Clubs with the best strategy and execution are the ones pulling away from the pack, but understanding what sets them apart is key to replicating their success.

The answers are revealed in a groundbreaking new research, which identifies Most Valuable Participants (MVPs) as the secret to club success. In sport, MVPs are the difference makers – the margin between success and failure. In gyms, MVPs are your Most Valuable Participants, with the potential to transform a business. MVPs attend their club more often, stay longer, refer more friends, and deliver significantly higher Lifetime Value (LTV) than any other member category.

The research is available in a new report – ‘MVPs: The New Power Players in Club Growth’ – offering a powerful playbook for operators to win their share of the spoils. It’s grounded in real-world data and insights, sharing the tactics leading clubs are deploying to attract and retain MVPs.

To unearth the findings, fitness data consultants 4GLOBAL and ROR Partners examined 2.6 million member journeys from January 2024 onwards, across 1,312 leading clubs in the US and Europe. This comprehensive analysis of in-club behaviors provided detailed insights into the MVP profile. And while innovation is a cornerstone in the modern club playbook, the research shows that clubs nailing the fundamentals are the ones attracting the most loyal members.

The findings reveal clubs can turbocharge their member retention and lifetime value potential by creating more MVPs, who:

• Visit their club 65% more than other members
• Are 88% more likely to still be active after 12 months
• Stay with their club 39% longer than other members
• Have a 27% higher lifetime value (LTV) than other members – not including the higher number of member referrals MVPs typically contribute

Alongside these insights, the report delves deep into club economics and the importance of strategy in enabling clubs to achieve sustainable growth. With the growing cost of real estate placing a premium on space, the research spotlights the contribution margin of each area of the club and the need for operators to calibrate their member acquisition approach accordingly. There’s advice on the pitfalls of strategic approaches that offer more risk than reward, and guidance on how to counter them.

“This research provides a clear, data-driven playbook for operators seeking sustainable growth,” says Phillip Mills, Managing Director of Les Mills International. “By focusing on MVPs and the areas of the club with the highest potential for serving them, operators can drive retention, maximize floor space, and build a thriving, future-proof fitness community.”

As well as highlighting the areas of the club where MVPs are most active, the report contains a strategic action plan. Covering everything from capacity, Instructors, and marketing, it’s a ready-made toolkit to maximize a club’s potential for growing more MVPs. Operator insights bring the action plan to life with practical perspectives on the challenges faced by club owners today.

Dive into the findings and start using them to power your club’s growth by downloading the free report from the Les Mills Insights Hub today.