Industry Overview
Profitability, business models, and market profile of the 250 fitness studio operators surveyed.
Revenue Benchmarks
Gross annual revenue, per-client revenue, and pricing trends across 250 studios.
57% of studios generate more than half their revenue from recurring memberships.
When most of your revenue renews monthly, the in-studio experience becomes a retention variable — and a revenue one. Studios investing in what members notice and appreciate day-to-day give clients a tangible reason to stay.
How operators are addressing this
FloWater
FloWater replaces standard water coolers with purified dispensers studios offer as a premium amenity — often generating $2–3 per member per month in incremental revenue while becoming a brand standard members expect.
Learn more about FloWater →Membership & Retention Benchmarks
Churn, member lifetime, and recurring revenue patterns across 250 studios.
(e.g. ClassPass, Wellhub)
Studios using third-party aggregators — but few have a strategy to convert that traffic into retained members.
Aggregator platforms can fill classes and introduce new clients, but the studios seeing real return treat them as an acquisition channel — with intentional conversion paths, not just a revenue share arrangement.
How operators are addressing this
Wellhub
Wellhub connects employees to fitness studios through employer wellness benefits — giving studios access to a steady pipeline of pre-motivated members at no cost to join.
Learn more about Wellhub →Sales & Marketing Benchmarks
Lead generation and conversion rates across 250 studios.
Operations Benchmarks
Class volume, utilization, and growth plans across 250 studios.
Team & Employment Benchmarks
Staffing levels, payroll, and compensation across surveyed studios.
(majority of instructors)
Most studios treat instructor talent as a hiring problem. Peer conversations tell a different story.
Across the BFS network, studios struggling with instructor talent aren’t just facing a supply problem — they’re missing a system. Operators who’ve built one have moved from reactive hiring to internal development: structured career paths, pipelines from their own member base, and a reason for instructors to stay.
How to start building your instructor pipeline
Les Mills
Les Mills licenses 25+ group fitness programs — including Functional Strength, Yoga, Pilates, and Core formats — alongside instructor training, certification, and career development frameworks.
Explore Les Mills programming →Objectives & Challenges
What operators are focused on and what's getting in the way across 250 studios.