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.