{"id":17246,"date":"2021-11-19T09:00:24","date_gmt":"2021-11-19T14:00:24","guid":{"rendered":"https:\/\/www.wellnessliving.com\/blog\/?p=17246"},"modified":"2026-02-19T10:24:17","modified_gmt":"2026-02-19T15:24:17","slug":"thrive-online-fitness-subscription-business","status":"publish","type":"post","link":"https:\/\/www.wellnessliving.com\/blog\/thrive-online-fitness-subscription-business\/","title":{"rendered":"How to Thrive with an Online Fitness Subscription Business"},"content":{"rendered":"\n<p>The COVID-19 pandemic forced the fitness industry to adjust, flip the script, and take stock. Yes, monthly subscriptions weren&#8217;t exactly a new concept at gyms and studios, but with online fitness projected to grow at a rate of <a href=\"https:\/\/www.globenewswire.com\/en\/news-release\/2021\/06\/07\/2242769\/0\/en\/Virtual-Fitness-Market-Is-Expected-to-Register-a-Growth-of-30-1-CAGR-by-2026-Virtual-Fitness-Rising-Due-to-Increasing-Use-During-COVID-19-Pandemic.html\" target=\"_blank\" rel=\"noopener\">30.1%<\/a> to <a href=\"https:\/\/www.alliedmarketresearch.com\/virtual-online-fitness-market\" target=\"_blank\" rel=\"noopener\">33.3%<\/a> per year until 2027, even local fitness clubs are jumping in on the virtual fitness space. <\/p>\n\n\n\n<p>Rather than trade their time for money, or per class or session, fitness subscriptions can help build sustainability, profits, and long-term retention in your business. For fitness professionals, offering an online fitness subscription is key to the success of the business. In this article, we\u2019ll break down how the subscription-based online fitness model will help your business thrive.<\/p>\n\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><div class=\"custom-yoast-toc-title\">To create a successful online fitness business: <\/div><ul><li><a href=\"#h-set-up-a-predictable-and-recurring-revenue-stream\" data-level=\"2\">Set up a predictable and recurring revenue stream<\/a><\/li><li><a href=\"#h-lower-the-barrier-to-entry-for-new-clients\" data-level=\"2\">Lower the barrier to entry for new clients<\/a><\/li><li><a href=\"#h-provide-an-opportunity-for-convenience-and-customization\" data-level=\"2\">Provide an opportunity for convenience and customization<\/a><\/li><li><a href=\"#h-increase-customer-relationships-and-brand-connection\" data-level=\"2\">Increase customer relationships and brand connection<\/a><\/li><li><a href=\"#h-boost-business-and-upsell-your-services\" data-level=\"2\">Boost business and upsell your services<\/a><\/li><li><a href=\"#h-manage-churn-with-customer-trends\" data-level=\"2\">Manage churn with customer trends<\/a><\/li><li><a href=\"#h-wellnessliving-ensures-your-online-fitness-subscription-model-is-a-success\" data-level=\"2\">WellnessLiving ensures your online fitness subscription model is a success<\/a><\/li><li><a href=\"#h-nbsp-faqs-about-online-fitness-subscription-businesses\" data-level=\"2\">\u00a0\u2753 FAQs about online fitness subscription businesses \u2753<\/a><\/li><\/ul><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-set-up-a-predictable-and-recurring-revenue-stream\">Set up a predictable and recurring revenue stream<\/h2>\n\n\n\n<p>Perhaps the greatest benefit of the subscription model for fitness businesses is ensuring you have predictable and recurring revenue coming in every month. It\u2019s no accident that <a href=\"https:\/\/www.globalbankingandfinance.com\/how-to-make-money-from-membership-economics\/\" target=\"_blank\" rel=\"noopener\">70% of business leaders say<\/a> that subscription business models will be the key to their future success. In this model, clients make payments to you regularly, monthly, in the case of most fitness businesses.<\/p>\n\n\n\n<p>When clients opt into yearly pacts, you can forecast how much you\u2019ll earn from your members. In comparison, when clients purchase drop-ins, 5-class\/session packs, or 10-class\/session packs, the pricing structure is far less predictable. This idea is that you don\u2019t want users to try two on-demand classes and be done with you. You want them to subscribe and stay with you as long as possible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lower-the-barrier-to-entry-for-new-clients\">Lower the barrier to entry for new clients<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.zuora.com\/press-release\/subscription-business-revenue-grows-437-over-nearly-a-decade-as-consumer-buying-preferences-shift-from-ownership-to-usership\/\" target=\"_blank\" rel=\"noopener\">In a survey by The Harris Poll on behalf of Zuora&#8217;s Subscribed Institute,<\/a> in which 13,626 adults across 12 countries were polled, 35% of subscription customers cite cost savings as a benefit.<\/p>\n\n\n\n<p>While trainers and fitness professionals have a high value, it limits their opportunity to convert clients at a high volume. The average cost of a personal trainer is $70 or more per session, while drop-in group classes can also set consumers back $15-$20 per session. Purchasing a set of training sessions for $2,000 or more per month is also a big decision for most people.<\/p>\n\n\n\n<p>How do you make it easy for people? On-demand fitness platforms offer more for less, letting clients pay $50-$100 for unlimited workouts. This is the same cost for around one training session or a handful of group classes. The lower you make the barrier of entry, the easier it is to convert more leads into clients.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-provide-an-opportunity-for-convenience-and-customization\">Provide an opportunity for convenience and customization<\/h2>\n\n\n\n<p>Consumers continually seek ways to simplify their lives, and an online fitness subscription business does just that. Which is why, according to a Beachbody on Demand survey, <a href=\"https:\/\/www.beachbodyondemand.com\/blog\/home-workouts-future-of-fitness\" target=\"_blank\" rel=\"noopener\">85% of people listed convenience and accessibility<\/a> as benefits to at-home workouts that they can\u2019t get from working out at the gym.<\/p>\n\n\n\n<p>A fitness subscription, especially with livestreaming or on-demand options, lets them work out at home and whenever they want. With online fitness subscription models, you can also provide clients with a more customized experience compared to a gym visit. How? Well, you can take your clients on a fitness journey, allowing them to reach new goals every month.<\/p>\n\n\n\n<p>Organize your videos based on potential goals with a custom exercise protocol for muscle building, weight loss, or stress reduction. As they make their way through the month, you can also provide them with <a href=\"https:\/\/www.wellnessliving.com\/features\/achieve\/\" target=\"_blank\" rel=\"noreferrer noopener\">tools to help with their success<\/a>. <\/p>\n\n\n\n<p>This is likely something that wouldn\u2019t have been included as part of their in-person subscription. These tools may include workout templates to track their progress, nutrition guides based on their goals, or ebooks with illustrations that show them how to perform their exercises.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-increase-customer-relationships-and-brand-connection\">Increase customer relationships and brand connection<\/h2>\n\n\n\n<p>In a traditional fitness business model, client interaction is limited to when they attend a class or session, or reach out to you. Online subscription models allow you to create a rich customer experience without having to be the point of contact.<\/p>\n\n\n\n<p>Arguably, there\u2019s even more contact with an online fitness subscription business. This is because clients come back to interact with your content. In turn, this increases loyalty as well as customer lifetime value. <a href=\"https:\/\/www.zuora.com\/press-release\/subscription-business-revenue-grows-437-over-nearly-a-decade-as-consumer-buying-preferences-shift-from-ownership-to-usership\/\" target=\"_blank\" rel=\"noopener\">Nearly two-thirds of subscribers<\/a> feel more connected to companies with whom they have a direct subscription experience versus companies whose products they purchase as a one-time transaction. How can you improve the relationship with your clients?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.wellnessliving.com\/features\/email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Implement personalized email campaigns with workout tips.<\/a><\/li>\n\n\n\n<li>Share blogs with suggestions on best practices for buying equipment and how to use it at home.<\/li>\n\n\n\n<li>Set up a Facebook group or exclusive client portals on your platform, allowing you to chat with your members.<\/li>\n<\/ul>\n\n\n\n<p>These added benefits make your clients feel that you are invested in their fitness journey and strengthen their connection and loyalty to you and your brand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-boost-business-and-upsell-your-services\">Boost business and upsell your services<\/h2>\n\n\n\n<p>In a subscription, <a href=\"https:\/\/www.businesswire.com\/news\/home\/20210303005291\/en\/Subscription-Business-Revenue-Grows-437-Over-Nearly-a-Decade-as-Consumer-Buying-Preferences-Shift-from-Ownership-to-Usership\" target=\"_blank\" rel=\"noopener\">consumers prefer the ability to pay for what they use<\/a>, rather than paying a flat fee every month. Basically, people want the security blanket of not having to overpay for something they don\u2019t use.<\/p>\n\n\n\n<p>This brings us to an important question: how should you structure your subscription-based online fitness model?<\/p>\n\n\n\n<p>While you could sell your online fitness subscription for a flat rate of $75 per month, another option is a tier-based credit system with a certain number of livestreamed and on-demand classes or services your users can access per month. &nbsp;Here\u2019s how you could set that up:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>10 credits for $35<\/li>\n\n\n\n<li>25 credits for $70<\/li>\n\n\n\n<li>Unlimited credits for $90<\/li>\n<\/ul>\n\n\n\n<p>Besides classes, credits could take the form of nutrition consulting, one-to-one video chats, equipment rentals, and livestreamed training sessions. Alternatively, your subscription could be for a flat fee of $75 per month, and you could charge $5 extra for every add-on service. The possibilities are endless with your <a href=\"https:\/\/www.wellnessliving.com\/features\/online-booking\/\" target=\"_blank\" rel=\"noreferrer noopener\">online fitness subscription model<\/a>!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-manage-churn-with-customer-trends\">Manage churn with customer trends<\/h2>\n\n\n\n<p>The concept of subscription is powerful because it creates an environment where the default client behavior is retention rather than churn (cancellations). Basically, they\u2019re already locked into either a monthly or yearly subscription. Unless it\u2019s set to cancel, it will renew automatically.<\/p>\n\n\n\n<p>People also don\u2019t like change and won\u2019t cancel if you produce results. With the right software, you can track your churn rate and subscriptions through an advanced reporting system. You\u2019ll be able to track consumer trends. This makes it easier to send marketing emails based on the services your clients prefer.<\/p>\n\n\n\n<p>How else can you manage churn? <a href=\"https:\/\/www.wellnessliving.com\/features\/rewards\/\" target=\"_blank\" rel=\"noreferrer noopener\">A rewards program<\/a> can boost loyalty, as your subscribers earn points when they view certain classes, reach their goals, or leave a review on your business. They can then redeem their points for rewards that you choose, such as discounts, free credits, or merchandise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wellnessliving-ensures-your-online-fitness-subscription-model-is-a-success\">WellnessLiving ensures your online fitness subscription model is a success<\/h2>\n\n\n\n<p>Online subscriptions are a recipe for your long-term, sustainable success. It\u2019s a win-win for your business, leading to increased profits, reduced churn, and an overall better client experience.<\/p>\n\n\n\n<p>When it comes to managing your online fitness subscriptions, WellnessLiving can help. Host and record your live streams with <a href=\"https:\/\/www.wellnessliving.com\/features\/fitlive\/\" target=\"_blank\" rel=\"noreferrer noopener\">FitLIVE<\/a>, then store your videos with <a href=\"https:\/\/www.wellnessliving.com\/features\/fitvid\/\" target=\"_blank\" rel=\"noreferrer noopener\">FitVID on Demand<\/a>. Keep track of your attendance records with our <a href=\"https:\/\/www.wellnessliving.com\/features\/advanced-reporting\/\" target=\"_blank\" rel=\"noreferrer noopener\">advanced reporting system<\/a>.<\/p>\n\n\n\n<p>Want to learn more about how WellnessLiving can help grow your business? <strong><a href=\"https:\/\/www.wellnessliving.com\/fitness\/software\/\" target=\"_blank\" rel=\"noreferrer noopener\">Book a free, no-commitment demo today to learn more!<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-nbsp-faqs-about-online-fitness-subscription-businesses\">&nbsp;\u2753 FAQs about online fitness subscription businesses \u2753<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1763070782541\"><strong class=\"schema-faq-question\">What pricing strategies work best for online fitness subscriptions?<\/strong> <p class=\"schema-faq-answer\">Tiered pricing works well. Offer basic, premium, and all-access plans. Use intro offers or free trials to attract new members. Keep pricing simple and transparent.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1763070880280\"><strong class=\"schema-faq-question\">How can I maintain community and connection in a virtual fitness subscription platform?<\/strong> <p class=\"schema-faq-answer\">Create live classes, private groups, challenges, and direct messaging. Celebrate wins, share member stories, and engage consistently through newsletters or app notifications.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1763070909113\"><strong class=\"schema-faq-question\">What are the best upsell opportunities within an online fitness subscription model?<\/strong> <p class=\"schema-faq-answer\">Upsell 1:1 coaching, specialized programs, workshops, and nutrition add-ons. Offer premium content bundles or seasonal training series for additional revenue.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1763070954327\"><strong class=\"schema-faq-question\">How can I market my online fitness subscription to expand beyond my local market?<\/strong> <p class=\"schema-faq-answer\">Use social media ads, SEO-optimized content, influencer collaborations, and YouTube. Offer shareable clips, referral incentives, and free sample workouts to reach global audiences.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1763070970661\"><strong class=\"schema-faq-question\">What operational changes should I prepare for when launching an online fitness subscription business?<\/strong> <p class=\"schema-faq-answer\">Prepare for consistent content production, tech setup, scheduling updates, and customer support needs. <a href=\"https:\/\/www.wellnessliving.com\/features\/payments\/\" target=\"_blank\" rel=\"noreferrer noopener\">Use reliable software for streaming, billing, and member management<\/a> to keep operations smooth.<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>The COVID-19 pandemic forced the fitness industry to adjust, flip the script, and take stock. Yes, monthly subscriptions weren&#8217;t exactly a new concept at gyms and studios, but with online fitness projected to grow at a rate of 30.1% to 33.3% per year until 2027, even local fitness clubs are [&hellip;]<\/p>\n","protected":false},"author":861,"featured_media":17247,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"disable_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[466],"tags":[2275,628,2310,2277,17860,461,2281,609,2311,499,2274,2276],"class_list":["post-17246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-management","tag-branding","tag-business-management","tag-client-retention","tag-expert-advice","tag-fitness","tag-fitness-business-management-software","tag-industry-trends","tag-marketing","tag-mobile-apps","tag-rewards-program","tag-social-media","tag-software"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v26.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Thrive with an Online Fitness Subscription Business<\/title>\n<meta name=\"description\" content=\"Offering online subscriptions are the key to success. Here we&#039;ll explain how to pivot to an online fitness subscription business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wellnessliving.com\/blog\/thrive-online-fitness-subscription-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Thrive with an Online Fitness Subscription Business\" \/>\n<meta property=\"og:description\" content=\"Offering online subscriptions are the key to success. Here we&#039;ll explain how to pivot to an online fitness subscription business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wellnessliving.com\/blog\/thrive-online-fitness-subscription-business\/\" \/>\n<meta property=\"og:site_name\" content=\"WellnessLiving Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-19T14:00:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-19T15:24:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wellnessliving.com\/blog\/wp-content\/uploads\/2021\/11\/Online-Fitness-Subscription-Blog-Cover.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Benjamin Kingston\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Benjamin Kingston\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/www.wellnessliving.com\/blog\/thrive-online-fitness-subscription-business\/\",\"url\":\"https:\/\/www.wellnessliving.com\/blog\/thrive-online-fitness-subscription-business\/\",\"name\":\"How to Thrive with an Online Fitness Subscription Business\",\"isPartOf\":{\"@id\":\"https:\/\/www.wellnessliving.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wellnessliving.com\/blog\/thrive-online-fitness-subscription-business\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wellnessliving.com\/blog\/thrive-online-fitness-subscription-business\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wellnessliving.com\/blog\/wp-content\/uploads\/2021\/11\/Online-Fitness-Subscription-Blog-Cover.png\",\"datePublished\":\"2021-11-19T14:00:24+00:00\",\"dateModified\":\"2026-02-19T15:24:17+00:00\",\"author\":{\"@id\":\"https:\/\/www.wellnessliving.com\/blog\/#\/schema\/person\/a4c9325df069c1ec21019a9e9e3aa903\"},\"description\":\"Offering online subscriptions are the key to success. 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