How Are Gym Memberships Changing in 2023?

As we get into the year 2023, the world of gym memberships is undergoing some significant changes. In this blog we will look to outline just some of these changes to help arm gym owners with tools on how to manage your way through these changing times.

The pandemic has accelerated the shift towards online fitness classes, and many people have discovered the convenience and affordability of working out from home, to name of the biggest behavioural changes.

Here are some of the ways in which gym membership preferences have already changed and will continue to change in 2023!

1. Hybrid Membership

As one of the most popular phrases of 2022, “hybrid membership” continues to divide opinions on its meaning and longevity, but it’s certainly worth addressing in this list. 

Many gyms are now offering hybrid memberships, which combine in-person gym access with online classes and at-home workout options. These memberships allow people to choose how they want to work out, whether it’s at the gym or at home. 

We do not believe that every single gym has to offer a hybrid membership. 

Your gym might be a thriving community of like minded people who get together in person to workout and enjoy some personal interaction. If so, fantastic, keep pushing this as your USP. 

However, it’s important to be aware that gyms you are competing with are probably offering this kind of service and it can be used as a differentiator when you’re looking to attract more/new customers to your facility. 

How can you easily offer the option of a hybrid gym membership at your facility?

Start with building an On Demand video library. Once you’ve got your videos recorded and uploaded (e.g. YouTube, Vimeo), you can choose to share them through automated emails or make them available in your gym’s branded mobile app. 

2. VR / Connected Membership

Technology is changing and evolving so quickly nowadays that it’s almost impossible to keep up with the latest trends and newest tech. However, it’s becoming clear that the trend towards virtual fitness is here to stay.

Many gyms are already investing in high-quality equipment and technology to create immersive virtual fitness experiences.

Big businesses are also delving into this space from outside of the traditional fitness industry. We recently wrote a piece about Meta’s acquisition of VR Fitness company Within, and their fitness app Supernatural.

Technology will continue to permeate the fitness industry more and more as the years progress, so getting ahead of the game now can only put gyms in an advantageous position.

Explore your options around incorporating technology into your offerings, whether this be VR for workouts, gamification on your cardio equipment or any of the other advancements we’re seeing pop up.

Now is the time to start planning your fitness tech strategy for the next 5-10 years.

3. Flexible Membership

We are currently living in a world of flexibility and convenience for customers and gym memberships are no different. 

Gone are the days of every single gym offering a rigid 12 month contract paid via direct debit on the 1st of every month. 

With more people working from home and having unpredictable schedules, gyms have started to offer more flexible membership options. These include options for monthly or pay-per-use memberships, which are great for people who don’t want to commit to a long-term contract.

Whether simply offering flexible contract lengths, or alternative methods of payment, customers expect a level of flexibility unlike previous years where the gyms themselves had the power to dictate this.

Allowing gym members to have a degree of choice in their payment method or frequency of payments will only increase your appeal as a fitness brand.

4. Holistic Membership

Fitness has almost exclusively become synonymous with health and wellness in the past few years.

Gyms are now focusing more and more on health, wellness and recovery services, such as yoga, pilates, physical therapy, nutrition plans & mental health support.

Offering a wellness experience to leads and customers, along with the traditional physical fitness benefits associated with a gym membership, can only increase your gym’s popularity in the local community. It is also possible to use this approach as an additional revenue stream.

How can you expand your services with wellness and recovery options? 

You can continue to sell a “traditional” gym only membership as your default option with a set monthly price. But along with it, you can offer “upgraded” options to include some of the health and wellness benefits for people who are looking for a more holistic membership.

5. Personalised Fitness Membership

Finally, gym memberships in 2023 are becoming more and more personalised as the amount of data collected continues to increase.

Gyms are using data and technology to create personalised experiences for their members. This includes workout plans and nutrition programs that are tailored to each individual’s goals and needs, automated and personalised messages to better integrate members with the gym’s brand.

Adoption of technology, which includes the collection of data, will be critical to your success in the coming years. The more you understand your customers, the more you will be able to create the personalised & memorable experiences they crave.

In conclusion, gym memberships will continue to change in 2023, with a focus on these 5 options:

      • Hybrid membership
      • VR / Connected membership
      • Flexible membership
      • Holistic membership
      • Personalised fitness membership

It is important for gym owners to be aware of the changing landscape around them, and to plan for how they feel best to adapt to these changes. We hope that you found this blog post useful!

Marcus Eaton 👋


With over 10 years of sales experience, Marcus is passionate about connecting with people who want to make a difference in the fitness sector. With a strong competitive spirit and a true talent for problem solving, Marcus is always up for a challenge. In his free time, he can be found playing rugby and exploring the world, one country at a time.