104 minutes | Dec 28th 2020

The State of the Fitness Industry: 2020

There's never been a resource like this before.  Eighty-four pages of data-backed information on the state of the fitness industry, including:

  • The types of gyms that are the most profitable.
  • Where the most profitable gyms get the bulk of their revenue.
  • How much gyms are paying their employees.
  • How many gyms had to fire staff during COVID.
  • Most gyms’ typical lead costs.
  • How many gym owners are considering selling their businesses.
  • And more.

Download it for free and follow along as Chris Cooper unpacks the data and explains what it means for gym owners like you.

Links:

The State of the Industry
Two-Brain Coaching
Wodify
Arbox
AGuard
Rigquipment
Incite Tax: Profit First for Microgyms
Gym Lead Machine
"Founder, Farmer, Tinker, Thief"
"Gym Owners Handbook"
Regional Meetups

Timeline:

1:48 – The fitness industry’s greatest test.

9:47 – How to read this report—and what it can do for you.

11:09 – Where the data comes from.

15:28 – Which gyms are the most profitable?

20:24 – Owner hours worked.

23:25 – Investment in marketing software.

25:13 – Profitability and years in business.

28:03 – Monthly expenses.

29:10 – Monthly spending and profitability.

31:47 – The cost of running a gym by segment.

34:39 – Owner hours worked by segment.

36:32 – Effective hourly rate across segments.

39:21 – Revenue models.

41:03 – Percentage of revenue from group training.

42:36 – Percentage of revenue from personal training.

43:19 – Personal training and pricing.

46:58 – Online coaching.

48:19 – Percentage of revenue from nutrition coaching.

48:34 – Supplement sales.

50:41 – Kids classes.

51:18 – Revenue structure by owner-estimated value.

53:44 – Digital marketing.

56:16 – On working with marketing agencies.

57:14 – The cost of a new lead.

58:10 – Conversion rates.

58:52 – Staffing.

1:00:51 – Coach compensation.

1:02:13 – Partnerships and business structure.

1:03:37 – Owner-estimated value.

1:05:24 – COVID-19.

1:07:09 – Gym size.

1:08:52 – CrossFit: Affiliation, affiliation and reaffiliation.

1:10:27 – Demographics and attendance data.

1:13:15 – Average revenue per member and length of engagement.

1:14:28 – Revenue and profitability.

1:16:06 – Leads and close rates.

1:17:58 – Cancellations and closures.

1:19:02 – Financing.

1:20:26 – How Two-Brain gyms compare.

1:24:10 – Who will lead the fitness industry moving forward? CrossFit Inc.?

1:27:21 – Gym associations?

1:29:16 – Franchises?

1:31:37 – Certifying bodies?

1:33:18 – Using data to let the best gyms lead.

1:34:41 – Bringing the best gym owners together.

1:38:53 – New tools from Two-Brain to help gym owners succeed.

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