6 tactics every growing club should be using to stay competitive

As the fitness industry continues to evolve, clubs that truly thrive need more than operational efficiency, they require a strategic approach that puts inspirational people at the heart of the plan. The Global Fitness Report 2026 reveals members aren’t just looking for a place to work out; they want connection, experts who guide them, and an atmosphere that inspires them to return.

Winning with this highly engaged demographic of fitness lovers takes consistency: aligning vision with actions, fostering community, and empowering staff to bring your brand to life. But which tactics are best to focus on? Read on and discover how to turn these ideas into a practical roadmap, so your club isn’t just keeping pace with change, but setting the standard for success.

1.    OPTIMIZE SPACE TO MAXIMIZE RETURN

While it’s important to offer an array of training options to keep pace with trends and appeal to a broad range of members, how space is allocated has a significant impact on performance. With real estate at a premium, prioritizing high-contribution zones enables floorspace to be optimized for maximum profitability.

Your group training zones deliver real value by tailoring programming to members’ needs, while easing congestion during peak hours by easing pressure on the gym floor and boosting loyalty through community-driven workouts.

Shorter classes are a win–win for members who want efficient workouts and operators looking to maximize studio utilization. Experienced club operator and fitness economist Gerry Salmon says missed opportunities to shorten classes can prevent operators from extracting maximum value from their studios: “I’ve seen mistakes happening in that space where a lot of workouts were longer than they needed to be, when in actual fact, members prefer something quicker – 45 or 30 minute classes in some cases. And for format economics, it’s gold.”

Brett Sutton, CEO of leading club chain Les Mills New Zealand (LMNZ), says effective handling of peak time demand makes space planning critical for operators. “Our main goal is to create throughput in our peak environments, so we build spaces that can house large numbers of people. We balance the design and space allocation in our clubs to make sure we can handle those loads. As such, about 50% of members attending the club each day come for group training.”

2. TRANSFORM YOUR CLUB INTO CONTENT

From new workout launches to showcasing events and spotlighting Instructors, curate your online content to reflect the in club experience and attract the members you want. Members and prospects of all ages are spending more time than ever online, and your socials are a shop window to the vibe your facility is creating – now a decision driver for 64% of people when joining a new club.

Designing an unforgettable social fitness experience is table stakes for members, says Tine Boles, Group Training Development Manager at West Wood Clubs. “For younger members especially, events are where it's at. If you're trying to capture a new audience that you don't see in your studios, classes or gyms, events are the way to go. Modern members don't just come to work out or lift a weight, they come for an experience. And that's so important these days to really keep in mind.”

To drive real momentum, operators need to be intentional about their online presence. A clear, consistent social media strategy signals what your club stands for, reaching new audiences, and making sure the right people see – and want to be part of – what you’re building.

Carlos Souza, Social Media Specialist at West Wood Clubs, explains: “Kickstarting your social media strategy should focus on three things. One – have a clear goal. You don't get in your car without knowing where you're going – the same is true of social media. Two – be consistent. Whether you post once a day or once a week, the important thing is to commit to that and keep it up. Three – stay aware of trends. Even if your club isn’t active on TikTok, be aware of what’s happening there and what people are talking about – you might find inspiration.”

3. UNLOCK HIDDEN TALENT

With staffing pressures constant, making the most of your existing team is an obvious necessity, but a deeper dive approach can yield surprising opportunities to propel your club forward. With the right conversation, unlocking talent can be as simple as helping staff see opportunities they didn’t realize were possible.

Group training is a prime example. Transferable skills may not be immediately obvious to PTs focused on one-to-one coaching, but changing that perception can be a gamechanger. Erika Zaleta, Vice President, Clubs, at The Edge explains: “Our PTs saw group training as something managed by that department, whereas they were focused on personalized workouts. They were uncertain how it could be relevant for them until they understood the new methods of coaching that Les Mills is opening up.

“Upskilling in group training provided a framework for them to enhance their coaching effectiveness, leading to stronger client relationships. The connection built in-class helps strengthen their appeal to members seeking personal training services, creating an organic pathway for trainers to expand their client base. Personal trainers made up around 90% of the Instructors we certified in our first round of LES MILLS CEREMONY™ trainings across 13 clubs.”

It’s not just PTs who are an untapped source. Fitness industry leader and gym owner Mel Tempest attests to the power of a member-to-Instructor pipeline. She says: “Once you identify the behavior that signals a member is really thriving in a class, just seize the moment! Taking the personal approach is a good chance to reduce fears and explain why you’ve chosen someone for training.

“Sometimes you know someone will be a good Instructor, but the right program matters. Every now and then, I’ll remind participants that if they’re thinking about instructing, then come and have a chat with us.”

4. GIVE YOUR CLUB A BOUTIQUE BOOST

Boutique-led formats help sharpen your proposition by designing spaces and programming around clearly defined audiences and emerging trends. Done well, they can attract harder-to-reach demographics, elevate perceptions of quality and innovation, and drive uptake of premium membership tiers.

Brett Sutton says: “It’s important operators know who the customer is, and what that customer wants from them – then developing an offering that meets the requirements. Once you have an idea of how that boutique offering looks, functions, and what you're chasing, then it's about creating a setup with programming that meets the demands of the demographic. That means keeping an eye on international trends and responding in good time to make sure you capture the market.”

Boutique-inspired program LES MILLS CEREMONY helped Fitness and Lifestyle Group broaden studio appeal. Nicole Grainger, National Group Fitness Manager, explains: “The format has strengthened our appeal to younger members and men, two demographics that can be harder to attract to traditional group training. 65% of LES MILLS CEREMONY attendees are men, and the average participant age is 34, which is significantly younger than the rest of our classes.

"By integrating CEREMONY into our Platinum Plus membership tier, we’ve also driven uptake of higher-tier premium membership packages. The program’s unique positioning as a hybrid of group fitness and gym-floor training has enhanced our reputation for innovation and quality."

5. TAP INTO FITNESS RACING

Large-scale fitness events are booming, and members are looking to support their training at your club. Fitness races have opened competitive sport to non-elite athletes – and being around like-minded people who motivate and provide accountability is key for modern members. Over 80 HYROX races took place globally in 2025, attracting over half a million participants – and the format continues to grow exponentially.

But turning up on race day requires workouts that prepare participants for the level of intensity they’ve signed up for. As the official group training partner to HYROX, Les Mills has created two bespoke workouts designed to elevate the sport and help participants, coaches and gyms to reap the rewards. CEREMONY HYROX™ and CEREMONY HYROX MAX™ are based on the successful LES MILLS CEREMONY circuit format, offering a consistent training pathway from the gym to the HYROX arena. The workouts support members’ HYROX training, while retaining the unique blend of music, motivating coaching, community and science-backed movement that Les Mills is famous for.

The new programs, plus HYROX affiliation and access to the full HYROX365 platform, are now available to clubs as a preferential package to help operators combine the power of world-class group training with the lure of the industry’s hottest way to train.

6. GROW BEYOND THE STUDIO WALLS

As members increasingly expect fitness to slot around their busy lives, clubs need clear routes that support high-quality workouts beyond the studio. But creating, iterating and filming digital workouts can be time-consuming, costly and take operators away from their core focuses. That’s why handing these requirements over to an expert can accelerate impact and results.

YMCA 360 is a bespoke digital solution built for Y associations, enabling members to earn points, join challenges, track activity, connect with Instructors, and more. By incorporating Les Mills Content to the YMCA 360 platform, the team are unlocking impact for YMCA partners and members alike. Michelle LaRue, National Sales and Engagement for YMCA 360 shares the impact that bringing an established name onboard has had on growth: “We’ve had at least a dozen sign-ups where the Les Mills partnership either drove the decision or was the feature that ultimately tipped them over the line.

“Les Mills Content has been an incredible value add for existing customers, plus it’s allowed us to attract new Ys because they see the value in having this content and a streamlined experience for their members."