Becca, owner of Cutting Fitness Training, built a highly profitable personal training business across two locations before expanding into new services designed to increase revenue, improve client experience and give her the freedom to step away from coaching. After partnering with Fitness Marketing Agency, she was able to strengthen her sales processes and lead flow to support the next phase of growth.

The Challenge

Cutting Fitness Training began as a predominantly 1 to 1 personal training model. From the outset, Becca was committed to delivering a high-quality, community-led experience through smaller, more personalised sessions.

Operating across two sites under one company, the business generated around £20,000 per month from 1 to 1 personal training alone, with monthly profits typically ranging between £6,000 and £10,000. This placed the business at an estimated 30-50% profit margin, all while maintaining a capped membership model.

However, profitability wasn’t the only goal. Becca wanted to create a business that supported her lifestyle, rather than one that relied on her delivering sessions daily.

“A couple of months ago, I stepped back completely from coaching.”

With limited space in one of the facilities not being fully utilised, she began exploring ways to improve the overall client experience whilst introducing additional recurring revenue streams.

The Strategy

Rather than replacing what was already working, Becca focused on supplementing the existing model.

One of the first additions was a private open gym space, initially designed to support hybrid clients who were hesitant to train independently in large commercial gym environments. Many of these clients weren’t completing their additional programmed sessions elsewhere due to intimidation or lack of confidence in busy gyms.

By offering a smaller, more comfortable space capped at 56 members and priced at £50 per month, the open gym became an additional income stream generating approximately £2,500 per month, with minimal ongoing costs once the equipment had been paid off.

Becca also converted an underused functional room into a recovery suite featuring an infrared sauna, ice bath, massage gun and private massage area.

“It was around £7,000 to do it.”

Rather than including recovery access within existing memberships, which would have required increasing prices across the board, this was introduced as an optional add-on at £68 per month for weekly use. This created a new recurring revenue stream while enhancing the overall service offering.

With an estimated break-even point of around 60 memberships, the recovery suite moved towards profitability quickly without requiring additional staffing due to its largely self-sufficient set-up.

Alongside these operational changes, Becca worked with Fitness Marketing Agency to improve how leads were generated and converted into long-term clients.

“It has fast-tracked… a lot of the sales skills, and the leads that I get through as well.”

The Results

As a result of these additions, the business now benefits from multiple revenue streams beyond traditional 1 to 1 personal training. The open gym alone contributes roughly £30,000 annually, while the recovery suite continues to provide recurring monthly income.

Importantly, these services also enhance retention by improving the overall member experience, giving clients more reasons to stay within the ecosystem rather than seeking additional services elsewhere.

Becca has since stepped back from coaching entirely and now focuses her time on higher-value activities such as marketing, sales and supporting her team.

Words From Becca

“Ultimately… it makes more sense to kind of utilise that space as well.”

“I don’t need to be at the members gym at all for either… the gym side of it or the recovery side of it, which is a massive pro.”

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