6 ways to monetize a fitness studio beyond in-person classes

“Classes are great… but what happens when attendance drops or instructors call in sick?”

It’s a question every fitness studio owner eventually has to face.

When your main income relies entirely on showing up — and having others show up — you’re at the mercy of things you can’t always control.

That’s why the most successful studios don’t just sell classes. They use smart stability-growing strategies.

In this guide, you’ll learn six smart and sustainable ways to monetize your studio that go far beyond the class schedule.

You’ll find low-effort income models, brand extensions, and scalable systems you can roll out with tools you probably already use or can easily get your hands on.

Let’s dive in.

Why classes alone won’t grow your business

Don’t get us wrong. Classes are the heartbeat of your studio. But they’re not the full picture if your goal is to create a growing and stable income long-term. In-person classes limit your potential:

• Seasonality: From summer vacations to the December holiday slump, attendance naturally ebbs and flows — even with your most loyal members.
• Physical Capacity: Your space can only hold so many people. That caps revenue unless you increase prices, which isn’t always feasible.
• Instructor Burnout: Teaching back-to-back classes isn’t sustainable forever. Your team’s well-being is a limiting factor in how much you can offer.
• Revenue Ceilings: More classes don’t always mean more income. Without additional revenue streams, your business may hit a ceiling fast.
• Stagnation Risk: Studios that don’t innovate or diversify tend to struggle when competition increases or trends shift.

Before you start thinking (and feeling) that there’s little hope of building the kind of fitness studio you’ve always dreamt of, you’ll find what comes next pleasantly surprising.

6 smart ways to monetize a fitness studio

The strategies you’re about to learn can offer you the right amount of wiggle room to grow your dream studio. And you don’t need a massive business overhaul. Just a smarter model with a few tweaks to help you grow.

Each monetization strategy is broken down into a practical section, making it easy to understand. 

1. Monetize your expertise 24/7 with on-demand content

What’s your most valuable asset? You. Your knowledge, your coaching style, and your way of making people feel empowered and seen.

You can extend your reach beyond the studio. Building an OTT app gives your audience on-demand access to your content, without requiring you to always be available.

Why it works:

• Scalable: You record once, sell forever.
• Passive: Runs in the background while you focus on other things.
• Global: Reach people outside your zip code, time zone, or schedule.

Examples of what to offer:

• Pre-recorded workout classes (HIIT, yoga training, pilates, barre)
• Guided meditations or breathwork
• Mobility or form tutorials
• Progression programs (e.g., “Get Your First Pull-Up in 4 Weeks”)

How to start:

• Record your most popular class on your phone
• Upload to a platform like Uscreen
• Bundle into a “starter library” and promote via your newsletter or social media

Jazzercise On Demand lets members access studio-quality workouts anytime, anywhere. It’s creating a whole new audience beyond their in-person locations.

2. Create predictable income with memberships and subscriptions

If recurring revenue is the holy grail, memberships are the map. A strong membership model gives you more stability, more planning power, and more room to reinvest in your business.

Instead of relying on one-off class sales or inconsistent ad revenue, a subscription-based approach helps you build a loyal community that pays you month after month. It allows you to focus on creating value through exclusive content, programs, and experiences, while your income becomes more consistent and scalable.

Whether you’re a yoga instructor, personal trainer, or holistic wellness coach, you can launch a branded fitness membership platform to deliver your content on your own terms, without giving up a cut to third-party platforms.

Why memberships are a must:

• Introduce more predictable monthly income
• Builds loyalty and commitment
• Encourages consistent attendance and results

Types of membership services to offer:

• Unlimited in-person + online classes
• Hybrid bundles (e.g., 4 studio classes/month + full digital access)
• VIP tier with perks like early booking, 1:1 check-ins, or event access

Pro tips:

• Use tiered pricing (e.g., Basic, Plus, Premium) to cater to a broader audience
• Offer trials or first-month discounts to reduce sign-up friction

John Garey TV has created a full online pilates platform with live classes, an on-demand library, and membership perks. This helps his online studio generate consistent revenue from a global audience in over 30 countries.

3. Build a lifestyle brand

You’ve already built trust with your in-person studio. Your clients follow your guidance, wear gear you recommend, and ask for tips on everything from protein shakes to yoga mats.

Why not turn that influence into income?

Apart from launching your branded yoga membership app, iIntroducing your line of digital products, apparel and accessories is a logical next step. It’s also far simpler than most fitness studio owners know.

Why building a lifestyle brand works:

• Clients already trust your taste
• Merchandise and digital products have high profit margins
• Extends your brand into people’s daily routines

Start with print-on-demand:

• Branded apparel (tees, tanks, hoodies)
• Water bottles, tote bags, and resistance bands
• Drop-shipping (no inventory risk)
• Wellness journals, ebooks, digital meal plans

You can also partner with affiliate brands or manufacturers to co-create limited edition items.

Find What Feels Good (by Yoga with Adriene) sells apparel, yoga gear, and wellness tools — seamlessly integrating lifestyle products into its content and community experience.

4. Turn your space into an experience 

Your studio is more than a place to sweat — it’s a community hub. Use it to create premium, in-person experiences that feel unforgettable with events, workshops, and appointments

Why capitalizing on your space works:

• Higher-ticket offers (think events and workshops) create higher profit margins
• Flexible scheduling (weekends, evenings, seasonal) lets you host when it suits you
• Great for member retention and reactivation

Event ideas to try:

• Seasonal challenges (Summer Shape-Up, Spring Reset)
• Themed wellness weekends (e.g., Mind-Body Detox)
• Technique intensives (Handstand Masterclass, Posture Rehab)
• Guest expert series (nutritionists, physiotherapists, life coaches)
• Private coaching packages or semi-private sessions

Pro tip: You can upsell these experiences to your existing community or bundle them with memberships.

5. Build a community around your fitness studio

A monetization strategy that’s often overlooked — but wildly powerful — is community.

When your clients feel like they belong, they stick around. They bring friends. They open your emails. They comment, share, and care. And as Eddie Lester from Fitness Mentors says, that’s the foundation of any strong and healthy business.

Here are smart (and lucrative) reasons to build a community:

• Increased member retention: Community reduces churn. People stay where they feel supported.
• Peer motivation: Members inspire each other, boosting consistency and results.
• Organic growth: Your happiest clients become brand ambassadors.
• Higher customer life-time value: Community-driven members buy more events, merch, and add-ons.
• Real feedback: Know exactly what your clients want and create offers that hit.
• Loyalty and emotional connection: Emotional ties build long-term brand love.
• Enhanced experience: Adds meaning and value to every workout or challenge.
• Supports hybrids: Great glue for mixed models like coaching + digital content.
• UGC goldmine: Members share their wins, photos, playlists, and shoutouts — authentic marketing at its finest.

You could create a simple Facebook group or Discord channel to try and make a difference in connection and retention. 

But if you really want more control over your community and to build stronger relationships with and between your members, opt for something you can call your own.

Take Uscreen’s built-in community. You set the rules and tone for engagement. It’s your space and branded, focused, and designed for real connection. 

You can create a fitness app where members can chat, post, and support each other right inside your platform, without needing to jump between apps. And since it ties directly into your membership setup, it’s easy to offer an all-in-one experience that keeps people engaged (and coming back).

6. Book smarter with tools that streamline monetization

All of this becomes easier and more profitable with the right tools. You’ll need a way to book events, take payments, and sell your product range. Studio software like Rezerv lets you easily:

• Automate class and event bookings
• Sell memberships and digital content
• Schedule appointments or workshops
• Offer seamless payment options
• Track client behavior and engagement

Efficiency saves time. Saving time frees you to channel and invest energy into growing your business.

Build a monetization plan that fits your studio

You don’t need to do everything at once. But you do need to think beyond classes. Start by testing 1–2 new revenue streams that feel like a natural extension of your brand and community. 

Here’s a quick checklist to help you choose:

Your quick planning checklist:

• What’s my audience asking for or struggling with?
• What do I already have (content, skills, space, team) that I can repurpose?
• Which option feels most exciting or aligned with our brand personality?
• What’s the easiest to test without big upfront costs?
• How will I promote it to existing members?

Start. Because when you monetize beyond the mat, you build a studio that thrives whether everyone shows up for class.

Author:

Amir Shahzeidi

Director of Demand Gen at Uscreen

Amir is the Head of Demand Gen at Uscreen, an all-in-one membership platform built for video creators. With Uscreen, creators can easily create paid memberships that include an on-demand video library, live streaming capabilities, and their own community space, all in their own branded site and apps.

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