Big Chains Sell Access. You Sell Impact.
I recently spoke to a regional gym operator who was quite concerned about a national franchise that was opening gyms in their region and the question came up as to how she might adjust her sales and retention strategy to respond to the threat.
If you’re a locally owned gym, you might feel the pressure to lower your prices.
Don’t.
Your strength isn’t in being cheaper — it’s in being better.
You’re not selling access to machines. You’re delivering transformation, accountability, community, and coaching. You’re names, not numbers. You’re local, not generic.
Here’s what to do instead of panicking:
Hold your price — elevate your value. Double down on what makes you irreplaceable: member results, relationships, culture, education, and support.
Reinforce your brand story. You’re not just a gym — you’re part of the community. Highlight your local roots, your member success stories, your personal touch.
Focus on retention, not reaction.
When a member says they’re considering leaving for the $9.99-a-month gym, try this:
- Empathize and ask why. Often, it’s more about perception than price.
- Offer a trial pause. Let them try the other place. Many come back.
- Use it as insight. Is there something in your experience that needs tightening up?
- Celebrate loyalty. Thank your long-timers publicly. Make them feel seen.
- Create micro-experiences. Add value in small, thoughtful ways: a recovery class, a personal check-in, or a new monthly challenge.
- Double down on your community messaging and local presence
Competing with chains is tough — but it’s also your chance to show what real value and community looks like.
Let the big box sell cheap access. You sell deep impact.
