Bold Moves V Safe Moves For Gym & Department Growth
We’ve got rising wages, cost-of-living pressures, and members demanding more value. That’s the backdrop. So in this environment, playing it safe is the riskiest move you can make.
Safe moves feel comfortable: waiting to see what other gyms do, freezing prices out of fear, keeping group fitness timetables the same or hoping staff figure out sales on their own.
Bold moves are different. They’re about leading, not waiting. They’re about investing in your team, your systems, and your service — even when it feels uncomfortable.
Here are three bold moves that matter right now:
- Pricing & Value – Don’t freeze prices. Raise them with confidence and communicate the value members receive.
- Sales Training – With online joins growing, every face-to-face conversation counts. Train, mystery shop, and coach your team to convert.
- Service & Retention – Members don’t stay for treadmills. They stay because your team makes them feel seen, known, and valued. That’s a human connection, not a hardware purchase.
The clubs that thrive in 2025 are making bold moves now in programming, team development, and member experience. Wait until 2026, and you’ll be scrambling.
Your challenge: What’s one bold move you can make in the next 135 days that will shape your business for the next five years?
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.