Boost GX Profit: 10 Ways to Maximize Group Exercise ROI With Digital

To maximize group exercise ROI in today’s fitness scene, consumers expect seamless experiences that blend in-person classes with digital offerings and they need to be accessible anytime and anywhere. For club operators, this shift presents both a challenge and an unprecedented opportunity to maximize return on investment.

Our industry research reveals that clubs effectively integrating hybrid models—combining traditional studio classes with virtual and on-demand content—are seeing remarkable results: 12% higher live class attendance, increased studio utilization during traditionally “dead” hours, and the development of new revenue streams that extend beyond club walls.

However, many fitness businesses continue to operate with outdated group exercise models that leave significant money on the table. Studios sit empty during off-peak hours, instructors face burnout from unsustainable schedules, and members increasingly seek digital alternatives when clubs fail to provide them.

“Wexer has allowed us to create our own virtual training content to complement our live classes. We’re maximizing ROI by saving personnel costs and delivering high-quality, consistent content for all members in all locations 24/7.” ~ Robin Eliasson of Nordic Wellness –

See the Nordic Wellness Case Study

This article explores the revolution happening in group fitness, outlines ten actionable strategies to optimize your GX program for maximum ROI, and explains why taking our comprehensive self-assessment is the critical first step toward transformation.

Read on to download and see how you rate with the self-assessment below.

The Top GX Fitness Trends Driving the Revolution

1. The Hybrid Model Is Now the Standard

The most successful fitness businesses have moved beyond the false dichotomy of “digital versus in-person.” Members no longer see these as competing options but as complementary components of their fitness journey. Clubs reporting the strongest growth have embraced this reality by creating integrated experiences that allow members to seamlessly transition between live classes, virtual sessions, and on-demand content.

Gyms that adopt hybrid models—combining in-person & virtual offerings—report stronger retention, broader appeal, & even a 12% boost in live class attendance, proving that digital enhances—not replaces—the group fitness experience.

2. Digital Demand Is Surging

The pandemic accelerated digital adoption, but the trend was already underway. Today’s fitness consumers—particularly younger demographics—expect digital accessibility as a baseline offering, not a premium add-on. This shift represents a fundamental change in how group fitness is consumed and delivered. Gyms that adopt hybrid models—combining in-person & virtual offerings—report stronger retention, broader appeal, & even a 12% boost in live class attendance, proving that digital enhances—not replaces—the group fitness experience.

3. Data-Driven Programming

Leading clubs are leveraging analytics to optimize everything from class schedules to instructor performance metrics. This data-informed approach allows for more strategic decision-making about studio utilization, program development, and resource allocation.

4. Instructor Evolution

The role of group fitness instructors is transforming. Rather than simply teaching classes, top instructors are becoming content creators and experience designers who deliver value across multiple platforms and formats.

5. Mobile-First Member Experience

With over 80% of fitness consumers using smartphones as their primary device for booking classes and accessing fitness content, mobile optimization has moved from nice-to-have to absolutely essential.

“Wexer helps us activate all areas of our club all the time, providing convenience and flexibility for our members.” ~ Nad Myan, VP of Innovation and Corporate Growth at Goodlife Fitness ~

See the Good Life Case Study

10 Ways to Optimize Your GX Program for Maximum ROI

1. Leverage Hybrid Models

Integrate in-person, virtual, and on-demand offerings into a cohesive ecosystem that meets diverse member needs. This approach not only enhances the member experience but also creates multiple touchpoints that drive engagement and retention. The data shows that members who engage with fitness content across multiple platforms have significantly higher lifetime value.

2. Maximize Studio Utilization

Transform off-peak hours from dead zones into digital opportunities. Studios sitting empty represent unrealized revenue potential. By implementing virtual content delivery during traditionally slow periods, you can monetize every hour of operation while providing added value to members.

3. Transform Unused Spaces

Look beyond traditional studios to identify underutilized areas that could be converted into digital content zones. Small spaces unsuitable for large live classes can become perfect venues for virtual experiences or small-group hybrid sessions.

4. Implement Data Analytics

Monitor class attendance, member engagement patterns, and studio utilization to make informed decisions about your programming mix. The most successful clubs use real-time data to continuously refine their offerings, eliminating underperforming classes and doubling down on high-demand formats.

5. Enhance Member Experience

Today’s fitness consumers expect personalization, convenience, and 24/7 accessibility. By delivering content through mobile platforms and allowing members to customize their fitness journey, you create stickier relationships that translate directly to improved retention—the single biggest driver of long-term ROI.

6. Create Tiered Access Models

Digital capabilities enable the development of premium membership tiers and specialized content packages. Consider implementing a multi-level approach that provides basic members with access to core offerings while creating premium digital experiences for those willing to pay more.

7. Support Instructors Strategically

Instructor burnout is a hidden cost that undermines program quality and consistency. Use digital tools to create more sustainable teaching schedules while maintaining consistent, high-quality experiences across all club locations. This approach reduces turnover costs while ensuring members receive excellent experiences regardless of when or where they work out.

8. Enable Seamless Booking Systems

Friction in the class reservation process leads directly to reduced participation. Implement mobile-first booking platforms that make finding and registering for classes effortless for members. Each additional click or step in the booking process correlates with measurable drops in class attendance.

9. Develop Strategic Partnerships

Extend the reach of your digital content by creating partnerships with corporate wellness programs, hotels, community centers, and other aligned businesses. These relationships create new revenue streams while expanding your brand footprint without proportional increases in overhead costs.

10. Maintain Brand Consistency

Create a unified brand experience across all touchpoints—live, virtual, and digital. This consistency reinforces your value proposition and strengthens member loyalty. In an i

Why Take the Self-Assessment?

Understanding your current position is the essential first step toward transformation. Our comprehensive GX self-assessment tool evaluates your group fitness program across five critical dimensions:

• Member Experience
• Instructor and Staff Support
• Studio Utilization and Program Mix
• Revenue and Growth Potential
• Technology and Partnership Strategy

This diagnostic approach reveals:

• Hidden Opportunities: Identify specific areas where your program may be underperforming
• Competitive Gaps: Understand how your offerings compare to industry leaders
• Revenue Leakage: Pinpoint precisely where you’re leaving money on the table
• Strategic Priorities: Determine which optimization strategies will yield the highest ROI for your specific situation

These success stories aren’t outliers—they represent the new standard in group fitness delivery. The question isn’t whether your club should evolve, but how quickly you can implement the changes needed to remain competitive.

The group fitness revolution won’t wait. Leading clubs are already implementing these strategies and capturing market share. Each day of delay represents lost revenue and missed opportunities to strengthen member relationships.

Take our 5-minute self-assessment today to discover where your group fitness program stands. Are you built to scale or stuck in the past? Are you maximizing ROI or leaving money on the table?

The assessment is quick, insightful, and might just be the most valuable five minutes you’ll spend on your business this year.

Your competitors are evolving. Are you?