Would You Like Fries With That?! The Opportunity for Secondary Spend to Drive Revenue in Small Health Clubs and for Personal Trainers

In today’s competitive fitness industry, small health clubs and personal trainers (PTs) must explore additional revenue streams beyond membership fees and training sessions. One of the most effective strategies for increasing profitability is leveraging secondary spend. However, creating a culture of upsell is challenging. Understanding the opportunity to improve the customer experience and drive this revenue line, Active Insight conducted research in to consumer attitudes and behaviours toward secondary spend from their gyms/leisure centre. The results show how secondary spend opportunities can enhance revenue, improve member engagement, and create long-term business sustainability.

About the research:

The research was conducted in January 2025 via Active Insight’s Consumer Insight Panel. From a national database, the sample size of 688 consumers seeks to understand attitudes and behaviours towards secondary spend for both products and additional services. The demographic includes current members of private and public health facilities. The panel were asked a series of questions to determine likelihood of secondary spend and then asked to select the products and services that would be of interest. This article shares the trends for ages, gender and exercise frequency.

The Opportunity for Secondary Spend:

When asked “how likely are you to purchase additional products or services from your gym/leisure centre?” we are able to see the significant opportunity for gyms and leisure centres to drive additional revenue through secondary spending. With 42% of respondents indicating they are ‘likely or very likely’ to purchase additional products or services, there is a strong potential market for upselling offerings such as personal training, health snacks, and recovery services. Additionally, the 22% who remain neutral present a valuable segment that can be influenced through targeted marketing and strategic promotions.

However, with 36% stating they are unlikely to make additional purchases, it is crucial for gyms to better understand potential barriers and tailor offerings to increase appeal. With 43% of male members more likely to purchase additional products and services compared to 40% of women, the clear gender split further suggests that marketing strategies should consider different preferences and behaviours among men and women. By focusing on personalised, value-driven offerings, gyms and leisure centres can maximise engagement and unlock new revenue streams.

Interestingly when the data was segmented further, Gen Z were most likely to purchase additional products and services with 67% stating they were ‘likely or very likely’ and 47% of members who exercised frequently were more inclined to purchase additional products/services at their club.

Recognising the opportunity to boost passive income and secondary spending, the panel was then asked a series of questions about specific products and services, revealing distinct and notable trends.

Additional Products:

When asked which additional products the panel would purchase, there was a clear trend in consumer behaviour with 24% selecting ‘health snacks/meal kits’, closely followed by’ vitamins and health supplements’ at 23% and ‘protein shakes’ at 21%.  Again, exploring gender differences here, the panel revealed that 24% of women were most likely to purchase health snacks and meal kits compared with 25% of men who were most likely to purchase vitamins and health supplements. Gym apparel and accessories were the 4^th most popular option for both men and women. When broken down by age, Gen Z highlighted that 33% would purchase ‘vitamins and health supplements’ with a further 33% stating ‘gym apparel and accessories’. This trend continues with 28% of Millennials also indicating a preference for protein shakes and snacks.

With a solid grasp of consumer attitudes toward additional products, the panel was then invited to choose multiple options from a selection of potential add-on services they might be interested in including in their membership. Clear trends once again emerged, highlighting opportunities to enhance member loyalty and drive revenue growth.

Add-On Services:

The most popular additional service was “family or guest passes,” chosen by 29% of consumers. This was followed by “massage or recovery treatment” at 27%, “health checks/MOTs” at 26%, and “personal training (PT)” at 21%. When segmented further, the insight highlighted the opportunities based on gender, age and exercise frequency.

With 22% of regular exercisers (those working out a few times a week or more) selecting personal training (PT) and 26% of those who exercise only “once a month or so” also choosing PT, there is a clear opportunity to engage both frequent and infrequent members with this service.

Examining gender differences, 30% of women preferred “family or guest passes,” while 29% of men favored “health checks/MOTs.” Additionally, a higher percentage of male respondents (18%) expressed interest in “additional support, such as access to a GP,” whereas more women (24%) selected PT as a desirable service.

Exercise Frequency and Secondary Spend Opportunities:

An analysis of members’ purchasing interests based on their exercise frequency revealed valuable insights. Among those who attended facilities at least once per week, health snacks and meal kits emerged as the most popular choice, with 27% selecting this option. This trend underscores the importance of integrating exercise into daily routines, as offering convenient, health-focused products helps remove potential barriers. Following closely, 26% of frequent attendees preferred vitamins and health supplements, while protein shakes and gym apparel/accessories ranked joint third at 24%. In contrast, for members who attended only ‘once a month or so,’ protein shakes were the top choice, with 30% selecting this option.

Further analysis of potential additional services based on exercise frequency highlighted massage and recovery treatments as the most popular choice, with 29% of members selecting this option. Health checks/MOTs followed closely at 27%, while 22% expressed interest in personal training (PT). This trend was similarly reflected among less frequent attendees (those visiting once per month or so), with both PT and health checks/MOTs equally favored at 26% each.

The data clearly illustrates a strong correlation between exercise frequency and higher secondary spend, with members who visit leisure facilities more often demonstrating greater interest in purchasing additional products and services. Regular attendees (visiting at least once per week) are more likely to invest in health-related items such as snacks, supplements, and gym accessories, as well as wellness services like massage and recovery treatments. This suggests that consistent engagement with the facility fosters deeper integration of health and fitness into daily routines, leading to increased discretionary spending. In contrast, those who visit less frequently (once a month or so) exhibit lower but still notable secondary spend, primarily focusing on singular, high-impact purchases such as protein shakes and personal training. These findings reinforce the importance of encouraging regular visits, as higher engagement not only improves member retention but also drives greater revenue through organic, lifestyle-driven purchases.

Commenting on this latest insight, Julie Allen Business Development Director at Active Insight said “We are delighted to present this research from our Consumer Insight Panel. The secondary spend research highlights valuable insights into member preferences, enabling operators and personal trainers to create tailored experiences that resonate with their target market. By aligning additional services with consumer demand, businesses can enhance member engagement, drive retention, and unlock new revenue opportunities.”

The concept of upselling in the leisure and wellness industry is still in its early stages compared to sectors like retail and hospitality. Julie added “In a restaurant, it’s almost expected that guests will be offered add-ons to enhance their experience, yet this practice is not yet embedded in everyday interactions within gyms and leisure centres.

Upselling isn’t just about increasing revenue—it’s about understanding member needs and anticipating what could support them, both in the moment and in achieving their long-term goals”.

This approach not only enhances member engagement but also fosters loyalty. There is a clear correlation between growth and retention, as the most dedicated members tend to spend more time in their gyms/leisure centres and contribute more through secondary spend.

A key indicator of member loyalty is the Net Promoter Score (NPS), which not only measures customer experience but also reveals key trends and actionable insights to help create more Promoters—those who rate their experience a 9 or 10 on a scale of 1 to 10 and are considered your most loyal members.

This is consistent across industries, with research showing that a 10+ point increase in NPS correlates with a 3.2% rise in upsell revenue.* According to the UK Customer Service Index (UKCSI) January 2025 report, the strongest drivers of customer satisfaction include emotional connection, perceptions of an organisation’s customer ethos, care for customers, transparency, and reputation. Building a culture where every team member, regardless of their role, prioritises the customer experience leads to greater engagement and retention. This, in turn, drives higher referral rates and increased secondary spend.

Leisure centres can foster a culture of organic secondary spending by seamlessly integrating retail and hospitality offerings into the customer journey. By enhancing convenience, such as positioning cafés near exits or seating areas, offering high-quality grab-and-go snacks, and providing essential fitness accessories at reception, customers are more likely to make spontaneous purchases. Staff can play a key role by making personalised recommendations, such as suggesting a recovery drink after a workout or promoting loyalty-based discounts. Creating a welcoming, community-driven atmosphere with exclusive member perks—like early access to new products or bundled service packages—encourages habitual spending. Additionally, strategically placed digital signage and app notifications can subtly promote relevant products or services without feeling intrusive, making secondary spend a natural and valued part of the overall experience.

For further information on this consumer insight including regional breakdowns and which social media platforms your consumers are on to target or to discuss how Active Insight can measure your customer experience through NPS and their range of CX management platforms, reach out to Julie Allen at julieallen@active-insight.org