Now Released: The BFS Strength Report on Profitability Benchmarks & Growth Insights

Written by The BFS Editorial Team | Oct 9, 2025 9:13:58 PM

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The fitness industry has no shortage of competition, but few segments have evolved as rapidly as strength training.
From CrossFit to HIIT to functional fitness, these studios are redefining performance and profitability benchmarks across markets.

The BFS Strength Report draws on 2024 data collected through the BFS State of the Industry Survey, analyzing 109 profitable Strength, Personal Training, HIIT, Bootcamp, and CrossFit studios across North America and abroad. Aligned with the boutique fitness industry as a whole, most of these operators are lean, independently owned businesses. over 60% operate a single location and nearly half have been in business for more than six years.

In addition to the BFS analysis of profitable studios, we are introducing a powerful new perspective through our collaboration with FitGrid. FitGrid Intelligence analyzes anonymized activity data from thousands of studios worldwide, and it offers a unique lens on leads and client behavior. Together, these dual perspectives provide operators with both depth and breadth, the details of what drives profitability, and the larger patterns shaping the marketplace.

We are excited to share this Strength Report with the industry because we believe that better data leads to better decisions and ultimately, more sustainable and more profitable businesses.

What You’ll Find in the Report

The BFS Strength Report goes beyond numbers. It combines benchmark data, BFS Member case studies, and recommendations from leading experts to give Strength studio owners both perspective and practical strategies

Data Benchmarks

The BFS Strength Report distills a comprehensive set of benchmarks into clear insights that studio owners can act on. Inside, you’ll discover:

Revenue & Profit Margins See how studios at different stages perform, including gross revenue and profit margins broken down by years in business.	Team Structures Compare staffing patterns across managers, front desk teams, and instructors, including compensation data.
Services Driving Revenue Find out which offerings generate the largest share of income for city vs. suburban studios.	Recurring Revenue Models See how studios are building stability through auto-renew memberships, packages, and monthly recurring revenue percentages.
Objectives & Challenges Learn the most common goals Strength owners set, and the biggest obstacles holding them back.	Marketing & Sales Performance Get benchmarks for lead generation and conversions, sales conversion rates, intro offers, and first-time visits.
Client Behavior Understand the average number of visits per client per week and the average number of paying clients per month.	Retention Benchmarks Explore data on churn and average member lifetime, alongside strategies operators use to keep clients engaged.

BFS Member Case Studies + Expert Recommendations
The report includes various BFS Member stories and expert perspectives that bring the data to life. For example:

BFS Member Case Study

Compensation structures go beyond just salary; they are crucial in shaping team culture, aligning priorities, and driving growth within your studio. In a past BFS Live Case Study, BFS Member Evan Lindsay, a MADabolic franchisee, shared his strategies for compensation. He demonstrated how a well-thought-out model can encourage growth and cultivate a loyal, motivated team. Read more»

ABOUT Building the Right Team

The #1 thing that strength studio owners should focus on is hiring a great team of people. This starts with extraordinary ‘Directors of First Impressions’ and ends with great trainers/coaches. Why? Because getting the right people with congruent core values ensures the culture can be delivered on a daily basis. Additionally, having the right team on board actually attracts new clients/members to your facility and it also helps create consistent, memorable, & world-class customer experiences for your members. That combination of a great team and great clients/members ensures an extraordinary culture and elevates LTV (Life-Time Value) for each customer.”

Todd Durkin, CEO & Founder, IMPACT-X Performance

Scorecard Metrics

The BFS Scorecard benchmarks five critical metrics, including new leads, conversions of leads to first visit to member, recurring revenue, and retention. To help operators improve these measures, the Strength Report features additional insights from several leading industry experts:

ABOUT Building the Right Team

You can invest time or money into monthly lead generation. For most gym owners, it should be a combination of both. The key is having a designated marketing time blocked in your schedule on a daily, weekly, and monthly basis.

Luka Hocevar, Owner of Vigor Ground Fitness and Performance in Renton

Together, the data, case studies, and expert advice give Strength studio owners both the hard numbers and the actionable strategies to strengthen their businesses.

Q&A

Q: What revenue levels do most profitable Strength studios report?
A: Among profitable operators, 38% of city studios and 32% of suburban studios generate over $1M annually, while 38% of city studios and 29.5% of suburban studios earn under $500K.

Q: How profitable are Strength studios compared to other modalities?
A: The majority of Strength studios maintain profit margins between 10–19%, with 46% of city and 43% of suburban studios in this range. Many pair mid-range margins with larger footprints and full-time management, underscoring operational discipline over scale.

Q: What services generate the most revenue for Strength studios?
A: Large-group classes (13+ participants) are the leading revenue driver for both city (48%) and suburban (47%) studios, typically supported by 25–49 weekly classes. Additional revenue comes from private training, recovery, and nutrition offerings.

Q: What are the top business challenges Strength owners face?
A: The three most common challenges cited are:

- Client acquisition
- Developing a growth strategy
- Managing team performance and instructor retention

Q: How important is recurring revenue in Strength studios?
A: 92% of city and 90% of suburban studios offer auto-renewing memberships or class packs, with most earning 50–99% of their monthly revenue from recurring payments. The typical price point falls between $150–$199 per month.

Q: How do experts recommend improving lead generation?
A: “Experiment and cast a wide net. This should include a mix of email marketing, digital paid ads, business partnerships, community events and outreach, and strong organic reach. You should be able to identify the channels that work best and double down while also having a multi-faceted strategy where leads come from multiple sources.”

— Chris Travis, Owner & CEO, Seattle Strength & Performance

Q: How can studios improve sales conversions?
A: “To turn more visitors into members, implement a well-designed sales conversation. Help prospects clarify WHY they want to improve their fitness, build value for how your studio can help them achieve their specific goals, and make a clear offer for next steps."

— Mark Fisher, Business for Unicorns

Collaborators

Beth Bishop (BFS Member)
Owner of The Phoenix Effect in LA, she's a speaker, coach, and consultant who helps high achievers prevent burnout and build successful careers.
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Bryan Bullock (BFS Member)
Owner of Solace New York in Manhattan with over 20 years of fitness leadership and management experience.
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Kelvin Gary (BFS Member)
An internationally recognized fitness expert, known as the “trainer's trainer.” Founder, CEO, and Head Coach of Body Space Fitness.
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Matt Kendrick (BFS Member)
With over 20 years in fitness, he founded MK Healthhub, a full-service gym and physical therapy center in the UK.
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Evan Lindsay (BFS Member)
Has helped hundreds of fitness businesses generate 250k to 3M+ a year to make and keep more money while creating careers for their team as they expand.
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Reina Offut (BFS Member)
Owner of RTR Pilates, she grew the organization from one location with to six locations since 2006.
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Kari Saitowitz (BFS Member)
Chief Marketing + Creative Officer at New York Sports Club and Founder of Fhitting Room a boutique fitness brand. Committed to improving lives through fitness.
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Jahkeem Washington (BFS Member)
Harlem native and owner of Harlem Kettlebell Club, he's dedicated to bringing quality, affordable fitness to his community.
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Todd Durkin
An internationally recognized strength and conditioning coach, sought-after keynote motivational speaker, and best-selling author who motivates, educates, and inspires people worldwide.
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Mark Fisher
The co-founder of Mark Fisher Fitness and the co-founder of Business for Unicorns, whose mission is to help gym owners build a gym and life they love.
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Vince Gabriele
One of America’s leading authorities on gym business growth.
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Luka Hocevar
Owner of Vigor Ground Fitness and co-founder of Vigor Ground. With 21 years coaching and 19+ years gym ownership.
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Rick Mayo
An accomplished fitness business entrepreneur and founder and CEO of the Alloy Personal Training Franchise system.
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Andy McCloy
A performance coach, gym owner, and mentor to gym entrepreneurs.
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Pat Rigsby
Over the past decade, he has built 35+ businesses as a CEO and co-owner. Seven of those companies went on to become million-dollar or multimillion-dollar ventures.
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Chris Travis
Owner & CEO of Seattle Strength & Performance (SSP), he grew his business to 4 locations, 850 members, and nearly $3M in annual revenue within 5 years.
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Take the Next Step

The BFS Strength Report gives Strength, Personal Training, HIIT, Bootcamp, and CrossFit studios studio owners a rare opportunity to compare themselves against a benchmark group of profitable peers. With data on revenue, margins, services, client behavior, team structures, and retention - plus case studies and expert recommendations - this report is designed to help you make smarter decisions and build a stronger business.

Don’t rely on guesswork. Download the BFS Strength Report and discover the insights that can take your studio from surviving to thriving.

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