Most 24-hour gyms rely too heavily on monthly membership dues, leaving revenue flat and members under-engaged. Group classes and packaged training unlock a second income stream that fills off-peak hours and builds loyalty among your most committed members. Here's how to design and sell these programs profitably.
Why Classes and Group Training Matter for 24-Hour Operations
Unlike traditional gyms with set business hours, 24-hour facilities have a unique advantage: you can schedule group classes during traditionally slow periods—midnight to 6 a.m., early mornings before work commutes, or late evening slots—to attract shift workers and insomniacs who can't make standard class times. Group training also justifies premium pricing. A member paying $45/month for unlimited access will happily pay $15–$25 per class or $120–$180 for a 10-class package, especially if the class fills a specific need (yoga for recovery, HIIT for fat loss, strength for powerlifters).
Structuring Your Class Packages
Fixed packages work best for 24-hour gyms. Offer three tiers:
- 6-class package: $75–$95 (valid 60 days). Targets casual explorers and shift workers who can't commit weekly.
- 12-class package: $150–$200 (valid 90 days). Your mid-tier option with a 15% discount per class. This is where most casual buyers convert.
- Unlimited monthly: $99–$150 (30 days). Reserve this for serious fitness enthusiasts. Price it high enough that members feel they're getting value if they attend 8+ classes per month.
Include a "bring a friend for free" pass in each package tier. This cuts into per-class revenue marginally but drives new member acquisition—friends often buy their own package after attending once.
Don't sell single drop-in classes. They create chaos in your scheduling system and leave revenue on the table. Force the package decision.
Group Training as a Higher-Margin Revenue Driver
Small-group training (4–8 members) generates 3–4x the per-person revenue of open classes. Charge $35–$50 per person per session for specialized groups:
- Sport-specific training (boxing, powerlifting, soccer prep). These attract serious athletes willing to pay premium rates.
- Recovery-focused groups (yoga, mobility, stretching). Market to members dealing with desk jobs or repetitive strain.
- Challenge-based groups (8-week fat loss, 12-week strength gain). Time-bound cohorts create urgency and repeat bookings.
Schedule small groups during off-peak hours—5–7 a.m. or 9–11 p.m.—to fill empty capacity without competing with your peak-hour open classes. A 6-person group paying $40 each generates $240 per session; that's real margin if your trainer is making $25–$30 per class.
Pricing Small-Group Training Packages
Sell upfront packages, never class-by-class:
- 4-session package: $140–$160 (valid 30 days). Entry price to test fit.
- 8-session package: $260–$300 (valid 60 days). Sweet spot for commitment and retention.
- Ongoing weekly commitment: $40–$50 per class, auto-billed monthly. This locks in recurring revenue.
Members who buy an 8-session package are 60% more likely to convert to ongoing weekly attendance than those who dip their toes in with single classes.
Marketing Your Offerings
Your email list is gold. Send a "class schedule + package pricing" email to current members every 90 days. Highlight success stories: "Maria lost 18 lbs in our 12-week fat-loss group" beats generic "join our classes" messaging.
Post class schedules prominently at check-in and on your member app. Include package pricing right next to the schedule—friction kills sales. Listing your class packages and group training programs on Mercoly also helps you get found by local fitness enthusiasts searching for these specific services, generate qualified leads, and manage bookings in one place.
Run limited-time offers: "$99 for a 12-class package (normally $180)" valid only for current members, expires in 14 days. Scarcity works.
Frequently Asked Questions
Q: How many open classes should a 24-hour gym offer weekly? Start with 12–15 classes per week across your most popular formats (HIIT, yoga, strength). If you're consistently hitting 70% capacity, add more. If you're hitting 40%, reduce and reallocate your trainer hours to small-group training instead.
Q: What's a realistic revenue target from classes and group training? For a 300-member 24-hour gym with 2–3 instructors, expect $4,000–$7,000 per month from class packages and $3,000–$6,000 from small-group training if you price aggressively and market internally.
Q: Should I offer class packages to non-members? Yes. Price them 20% higher ($90 for a 6-class package instead of $75) and offer a $20 discount on first-month membership if they convert. This drives both trial memberships and package revenue simultaneously.
Start offering packages this month—pick one class type and one small-group format, price them, and push them to your member email list today.