Black Raccoon Consulting Gym Growth Network

  Beyond Equipment: Why Gyms Must Create Experiences, Not Just Facilities In an industry flooded with similar kit, copy-paste memberships, and identikit layouts, the gyms that stand out — and succeed — are no longer just the ones with the biggest spaces or the newest machines. They’re the ones that create experiences . Because while facilities can attract members, it’s memorable, human-centred experiences that keep them. Today’s fitness consumer is more discerning than ever. They want results, yes — but they also want connection, consistency, and to feel like they matter. It’s why experience is no longer a nice-to-have; it’s a non-negotiable for retention, reputation, and real growth. Why Experience Matters More Than Ever 1. Engagement Drives Retention Research from IHRSA shows that members who feel emotionally connected to their club are up to three times more likely to stay . Experience builds connection. If someone feels like more than a barcode at check-in, they’re far ...

  How to Handle Objections in the Fitness Industry — Without Losing the Sale In the fitness industry, objections are not a rejection — they’re an invitation to go deeper. Yet many salespeople treat them as a full stop rather than a turning point. Whether you're a gym owner, fitness manager, or front-of-house sales consultant, knowing how to navigate objections professionally and confidently is what separates top performers from average ones. The Moment of Truth in Fitness Sales Every gym tour or sales consultation reaches a tipping point — the moment you ask the prospect to join. When they say yes, fantastic. The paperwork follows, energy is high, and the sale is nearly sealed. But what happens when they say: “I just need to think about it.” “It’s a bit more than I expected.” “I need to check with my partner.” This is the moment where the real work begins. It’s not rejection. It’s hesitation — and if you’ve built the right rapport, it’s also opportunity. Why Objections Ha...

  What Gyms and Fitness Businesses Can Learn from the Hotel Industry For decades, the hotel industry has led the way in operational excellence, guest satisfaction, and service strategy. Whether you walk into a luxury five-star resort or a mid-market business hotel, what you often experience is a highly trained team, defined service standards, seamless processes, and a sharp focus on profitability across multiple departments. Meanwhile, many gyms and fitness businesses, though customer-facing and service-driven by nature, continue to run with looser frameworks, reactive management styles, and inconsistent service delivery. So, the question is this: What can the fitness industry learn from hotels — and why haven’t we adopted more of their best practices already? In this article, we explore what gyms can take from the world of hospitality, drawing particularly from lessons learned in major global brands like Marriott. The goal? To show that fitness clubs can — and should — be held ...

  Why Gym Owners Should Seriously Consider Hiring a Consultant Running a successful gym isn’t just about having state-of-the-art equipment or a shiny Instagram presence. Behind every thriving fitness club is a complex web of systems, processes, people, and performance — all of which must align seamlessly to drive sustainable growth. And yet, many clubs struggle to get beyond the basics. That’s where a fitness business consultant like Black Raccoon Consulting steps in — not as a quick fix, but as a strategic partner who helps you zoom out, see clearly, and move confidently. The Cocoon Effect: Why It’s Hard to See from the Inside As a gym owner or operator, you're deeply embedded in the daily operations of your club. You're firefighting, reacting, solving problems, and doing your best to keep members happy and staff engaged. It’s a relentless cycle — and it creates what we call the Cocoon Effect : you’re so close to the business that you can't always see what’s broken, o...

  Why Hotels Are Perfectly Placed to Capture the 85% of the UK Who Don’t Have a Gym Membership By Ryan Charlesworth | Black Raccoon Consulting Over 85% of UK adults don’t have a gym membership. Let that sink in. Most fitness operators spend their time competing over the same 15%—people who already like gyms, already get fitness, and are already buying memberships. But what about everyone else? The truth is, there’s a huge portion of the population that wants to feel healthier, fitter, more energised—but they’re intimidated by traditional gym environments. And this is exactly where hotels have a golden opportunity. Why Hotels Are Perfectly Placed Hotels already sit in a unique sweet spot to attract this untapped market. Here’s why: 1. They feel different Hotel gyms aren’t intimidating. They’re quieter. Calmer. More personal. They naturally attract people who don’t identify as “gym people.” For older adults, families, and those returning to exercise, that atmosphere matters. You won’...

Should You Offer a Premium Membership at Your Gym? Here’s Why the Answer Is Probably Yes. Most gyms focus heavily on acquiring new members—but far fewer take the time to truly maximise the value of the members they already have. That’s where a premium membership comes in. It’s not just a “nice-to-have” add-on. When done right, it can increase retention, deepen loyalty, boost revenue per member, and give your brand a genuine point of difference in a saturated market. Why You Need a Premium Tier (Even If You Think You Don’t) Too often, gym owners assume that members only care about price. But there’s a growing segment of your audience—likely 10–20% of your base—who want more, and are willing to pay for it if the offer is right. Here’s what a well-built premium option can unlock: Higher average revenue per member – Premium tiers can lift your income without lifting your costs. Increased retention – Members who invest more, stay longer. It’s a simple behavioural truth. Stronger member rela...

  Know Your Numbers: The Key to Gym Success Running a gym is about more than just delivering great workouts and creating an inspiring space for members. To  grow a profitable and sustainable fitness business , you need to be in control of your numbers. Without tracking key performance indicators (KPIs), many gym owners find themselves  reacting to problems  rather than proactively steering their business forward. Understanding your gym’s financial and operational data allows you to make informed decisions,  adjust strategies in real-time , and ensure every part of your business—from marketing and sales to retention and revenue—is performing optimally. Why Knowing Your Numbers Matters Many gym owners fixate on “getting more members” or “increasing revenue,” but without  specific data , these goals are meaningless. Numbers provide  clarity and control , helping you to: ✅ Track progress and set realistic targets ✅ Identify trends and spot issues early ✅ I...