06/11/2026
Commercial gyms learned from local fitness studios that people are willing to pay up to $40 per class for experiences like Pilates, yoga, and HIIT. So they asked themselves: why dedicate valuable square footage to a basketball court when they could create a recurring revenue stream instead?
Not only do these classes generate more revenue, but they also create opportunities for attendees to interact with one another. That strengthens the community bond, which in turn increases loyalty to the facility. As an added benefit, instructors can build relationships with participants and potentially convert them into private one-on-one clients.
There’s a lesson here for hospitality operators.
Instead of thinking only in terms of events, consider subscription-based, niche-specific social clubs led by influential creatives, industry experts, or business owners. Membership fees can help offset marketing costs while providing a modest flat fee for the club leader, along with incentives tied to membership growth.
The direct compensation may not be substantial, but if the club aligns with the leader’s existing business, it also creates opportunities for deeper relationships, referrals, and one-on-one upsells outside of the club itself.
