The Fitness Zone

Fit for All: The Benefits of Offering a Variety of Services

Apr 28, 2023 | by Brodie Hicks

As more and more people continue to realise the value of leading a healthy lifestyle, we continue to see an increase in the number of individuals attending gyms, completing PT sessions, and remaining generally active. With gym goers becoming more and more demanding of the service they receive, PTs and fitness centres are continuously looking for ways to differentiate themselves from the rest of the market. 

In this article, we will discuss some of the advantages of providing services such as personal training, group fitness classes, and online training as part of a regular product offering. These services not only provide clients with various options to help them achieve their health and fitness goals, but they also serve as a fantastic additional income stream and customer retention strategy for gyms and PTs alike.

So whether you’re a fitness enthusiast, a gym owner, or a personal trainer, jump into the article below to discover how providing a variety of services can transform your fitness journey or business, and why it’s quickly becoming an essential part of the fitness industry.

Diverse Service Options

Personal Training: A Tailored Approach

Personal training, referring to one-on-one training between a coach and a client, is regarded as the epitome of a personalised fitness experience. The one-on-one nature of this approach allows for tailored programming and individualised delivery that is an excellent option for people who have specific fitness goals, limitations, or injuries. Instead of simply being one of many in a group class, personal training offers the unique opportunity to have a qualified coach dedicated to focussing entirely on your individual needs.

The benefits of personal training, however, extend far beyond the personalised attention one can receive. Because of the one-on-one tailored approach, clients will often see results faster than if they were to train on their own. Working with a personal trainer can help clients overcome training barriers and plateaus that they may not have had the knowledge to address on their own. In addition, personal trainers are able to provide an additional layer of accountability and motivation which can help clients stay on track and achieve their goals more efficiently.

From a gym’s perspective, personal training is often a more profitable service to offer. While most gyms will contract their PTs, meaning that they don’t directly see the funds earned through one-on-one sessions, PTs are required to pay rent in order to use the space provided. Many gyms will also still require members to pay their own gym membership on top of their one-on-one sessions, meaning that the gym is able to make money off both the client and the PT.

Group Fitness Classes: Building a Community

For those who crave the social experience of heading to the gym, group fitness classes are the perfect solution. This training approach provides a collaborative, friendly, and enjoyable environment in which participants can exercise and motivate one another. Anecdotally, group exercise class attendees frequently mention the sense of camaraderie as the main reason they keep coming back. This sense of community and accountability may be a powerful incentive, especially for people who struggle to stay to their own routine.

On top of the community aspect that group fitness classes offer, these sessions can be a more cost-effective option for clients who can still receive direction in their fitness journey without having to pay the price of a one-on-one session. While personal training offers a distinctly personalised approach, it often comes at a higher price point which can be a deterring factor for many clients. Group fitness classes, on the other hand, can provide a more budget-friendly alternative while still offering a fun and challenging workout that can help them achieve their goals.

Gyms that offer a variety of group fitness classes can often also attract a wider range of clientele with differing interests and fitness levels. From yoga to high-intensity interval training (HIIT) to dance and everything in between, there is a group fitness class to suit almost every interest and fitness level. By offering a diverse range of classes, gyms are able to appeal to a broader audience and potentially draw in new clients who may not have considered them otherwise.

Online Training: Flexibility and Convenience

In today’s fast-paced world, where most things are available at the click of a button, convenience is key. This is where online training comes in! Online training offers clients a flexible, convenient option for people who have busy lives and schedules and are unable to commit to in-person sessions. This training option allows clients to train on their own time and from any location, which makes it an ideal solution for those who need their workouts to fit in around their lives – and not the other way around.

The flexibility of online training can also attract clients who may not be able to commit to regular in-person sessions. Whether it be travel schedules, family commitments, or work obligations, the flexibility of online training is an appealing prospect that can work around an individual’s needs. Often this flexibility can make it easier for clients to manage their fitness goals and not fall off the wagon due to unforeseen circumstances.

Gyms can also benefit from online training by reaching clients who either may not live near the gym, or may prefer to work out at home. This can be particularly valuable for gyms in rural or remote areas, where clientele may not have easy access to in-person fitness options. By offering online training gyms, or PTs, can expand their reach and potentially attract a more broad range of clients.

The Benefits of Offering a Variety of Services

Attracting a Diverse Clientele

One of the most significant benefits of offering a variety of services is the ability to attract clients of different ages, genders, interests and fitness levels. Not everyone likes to exercise the same way, or has the same goals or fitness aspirations, so having multiple options available can help cater to a range of preferences. While some clients will thrive off the one-on-one attention and personalised programming, others will prefer the community that comes with the group fitness setting. While online training can be a fantastic option for those who need the flexibility and convenience in their training program. By offering a range of services both PTs and gyms can build a welcoming environment for clients of all walks of life, regardless of their fitness level or background.

Having a diverse range of clients can also create a sense of inclusivity within the gym, which in turn can lead to higher customer satisfaction and retention. Feeling as though they are part of a community can be a powerful motivator for clients, helping them stay committed to their fitness goals. When clients both feel seen and supported, they are more likely to stick with their personal trainer or gym and recommend them to others.

Finally, attracting a diverse clientele can also lead to positive word-of-mouth marketing and new client referrals. As mentioned above, when clients feel supported and valued they are more likely to spread the good word with others. This can lead to increased visibility and in turn new client growth within the gym or the PTs services. By embracing the diversity that offering a range of services can bring, both gyms and PTs can create a positive reputation and become a go-to fitness destination for a variety of clients.

Increasing Revenue Streams

We’ve already covered the advantages of providing a variety of services to clients, but this business structure can also boost the bottom line for both PTs and gyms. Having several revenue streams can boost overall revenue and profitability while also making the business more appealing to a larger spectrum of customers. The ability to provide multiple services at different price points, such as one-on-one personal training at a higher charge and group fitness classes at a reduced rate, will ensure that the PT/gym can appeal to clients with varying financial means. As a result, clients who may have previously declined the service owing to the financial commitment will be able to choose a more reasonable option, resulting in greater revenue for the business.

As we have already mentioned, the online training option will allow the PT or gym to reach clients who may not be able to attend in-person sessions due to location or time constraints. While we have discussed the benefits of online training for the client, solving this problem will also open up more opportunities for the business to generate revenue. With the increased popularity of the online fitness options due to the pandemic, offering this service will also ensure that the PT or gym remains relevant within the ever-changing fitness industry. 

While we will be specifically discussing customer retention next, there is no hiding that improving this business component will result in an increase in revenue. By increasing customer satisfaction and retention, clients will be more likely to continue their membership as well as recommend the PT or gym to others if they feel like the service being offered meets their needs. In this case, the business no longer has to worry about regaining lost revenue from client cancellations, and can instead focus on growing through their variety of services.

Enhancing Customer Retention

In the competitive world of fitness business operation, it’s important for PTs and gyms to do more than offer basic equipment and facilities. By offering a variety of services, fitness businesses are able to attract and retain a diverse clientele with different fitness interests, schedules and goals. Not only does this create a sense of community and inclusivity, but it can also lead to higher customer satisfaction and retention rates.

By tailoring services to meet the diverse needs and preferences of clients, they will be more likely to continue training with the PT or at their gym. The sense of community and inclusivity created by offering group fitness classes and one-on-one personal training sessions can also help increase customer loyalty and satisfaction. Clients feel like they are part of a supportive and welcoming community, which can lead to a sense of belonging and make them more likely to to remain with the business.

Furthermore, by providing flexible services such as online training, gyms and PTs can improve customer retention by working with clients who may be unable to attend the sessions in person. Previously, these clients would have had little choice but to quit their membership; but, with the availability of online training, businesses will be more likely to keep these customers. Overall, PTs and gyms may boost customer retention rates and establish a loyal and dedicated customer base by offering a variety of services that satisfy the demands of varied clientele.


Offering a wide range of services in the fitness industry is no longer an option; it is a requirement to stay competitive. There are various benefits to offering one-on-one personal training, group fitness courses, and online training. From the personalised and tailored approach of one-on-one personal training, to the community aspect of group fitness, and the flexibility online training affords, there is sure to be a product offering that works for everyone.

The benefits of offering diverse services extends beyond clients to gyms and PTs. By diversifying service offerings fitness businesses are able to create additional income streams that may not have previously been possible, whilst also serving as a customer retention strategy. These variety of services can help attract a diverse clientele of different ages, genders, interests, and fitness levels, ultimately leading to a more successful and thriving business.

In an increasingly competitive industry, fitness facilities, personal trainers, and gym-goers must embrace the variety of service alternatives offered. By doing so, they will be able to separate themselves from the competition, attract and retain clients, and ultimately help their clients reach their health and fitness goals.

Brodie Hicks

Brodie Hicks

With his background in Strength and Conditioning, Brodie Hicks has coached multiple semi-professional & professional athletes in Australia over the last 7+ years, whilst also working to improve training and vocational outcomes within the fitness industry in his role as General Manager of Training at the Australian Institute of Fitness (AIF). Brodie brings a raft of knowledge and experience to the health and fitness industry, holding a Bachelor’s Degree in Exercise and Movement Science, as well as a Masters Degree in High Performance Sport. Brodie is also a Level 2 ASCA Strength and Conditioning Coach with the Australian Strength and Conditioning Association. In addition to his work at the AIF, Brodie also manages a coaching business, Performance Evolved Australia, and is Master Coach and Program Director of an interstate boutique group training studio, bringing his extensive strength and conditioning knowledge to the group training world.

Read more articles

View all articles

Disclaimer: Where Certificate III in Fitness, Cert III/Cert 3, or Fitness Coach is mentioned, it refers to SIS30321 Certificate III in Fitness. Where Certificate IV in Fitness, Cert IV/Cert 4, or Personal Trainer is mentioned, it refers to SIS40221 Certificate IV in Fitness. Where Master Trainer Program™ is mentioned, it refers to Fitness Essentials and SIS40221 Certificate IV in Fitness. Where Master Trainer Plus+ Program™ is mentioned, it refers to SIS30321 Certificate III in Fitness and SIS40221 Certificate IV in Fitness. Where Certificate IV in Massage or Cert IV/Cert 4 is mentioned, it refers to HLT42021 Certificate IV in Massage Therapy. Where Diploma of Remedial Massage is mentioned, it refers to HLT52021 Diploma of Remedial Massage.