Is 24 Hour Fitness Selling Equipment? In-Gym Retail and Member-Centric Merchandising

Across the fitness industry, large gym operators increasingly view equipment retail as a strategic channel that extends the member experience beyond workouts. When 24 Hour Fitness and similar chains blend in-gym retail with online catalogs, they create convenience for members, unlock high-margin revenue, and strengthen member retention. The merchandising approach is not just about placing products on a shelf; it’s about guiding a journey from awareness to purchase, and from impulse buy to long-term adoption of home or on-the-go solutions. This section outlines the market context, demand drivers, and practical merchandising considerations that shape how equipment is positioned and sold in a modern gym network.

First, consider the revenue and engagement dynamics. In many large fitness clubs, retail and equipment sales contribute a meaningful slice of total revenue, driven by impulse purchases (yoga mats, water bottles, resistance bands), mid-range items (adjustable dumbbells, jump ropes), and high-ticket bundles (home gym packages, branded equipment kits). The key is to balance high-volume, low-friction transactions with a curated assortment that speaks to both casual visitors and core members who are planning home setups. Importantly, margins on accessories and apparel often outpace those on large equipment, while financing and bundles can unlock higher-ticket sales without deterring members. With the growth of at-home fitness during recent years, a targeted home-gym offering becomes an extension of the club experience rather than a separate shopping channel.

From a strategy perspective, the goal is to create a seamless omnichannel experience. QR codes on floor displays, member login-based recommendations, and consistent pricing between online and in-gym channels reduce friction. Signage and demo stations turn a showroom into a hands-on experience, increasing confidence to purchase. In a 24 Hour Fitness context, the in-gym shop should reflect the needs of both occasional visitors who want quick, practical gear and dedicated members who are evaluating home-equipment investments. Below, we explore a focused, data-informed approach to demand-driven merchandising and member education that can be applied to gym retail programs at scale.

Industry landscape and demand drivers

The fitness equipment market has shown resilience and gradual growth as consumer interest in personal health continues year over year. Industry observations suggest that home-gym adoption remains a key driver, with members showing willingness to invest in compact, versatile gear that complements gym workouts. Typical demand drivers include:
- Convenience and time savings: members value access to reliable gear during a single visit.
- Brand trust and warranty: recognizable brands with clear warranty terms reduce purchase hesitation.
- Bundling strategies: bundles that combine a core piece of equipment with accessories and a training plan boost average order value.
- Seasonal promotions: new-year resets and summer readiness campaigns amplify footfall and conversion.

In practical terms, operators should expect a broad mix of items to perform well: high-velocity accessories (resistance bands, mats, water bottles), mid-range items (adjustable dumbbells, kettlebells, jump ropes), and targeted bundles (home studio kits, mobility kits). Margins vary by category, with accessories often delivering higher gross margins (roughly 25–40%+) and large equipment generally in the 15–25% range after considering display, handling, and demo costs. Inventory visibility, turnover, and the ability to offer flexible financing or installment plans can significantly influence both conversion and member satisfaction. These dynamics underscore why a well-planned retail zone inside a gym is more than a storefront—it is a member service engine and an incremental revenue stream.

Practical tip: start with a 90-day retail pilot in a high-visibility area (near entrances or group-class zones). Track conversion rates, average order value, and return rates for each category. Use this data to refine assortments, optimize pricing, and adjust staffing for peak hours. A data-driven approach helps ensure that what you stock and promote aligns with real member needs and behavior.

Key takeaways for operators:

• Balance impulse items with higher-ticket bundles to meet diverse member goals.
• Align in-gym pricing with online catalogs to reduce friction and price-shopping behavior.
• Use demo zones and hands-on experiences to convert inquiries into purchases.
• Offer flexible payment options (financing or installments) for high-ticket gear.
• Monitor margins, turnover, and member feedback to continuously optimize assortments.

Product categories, margins, and merchandising strategy

Designing an attractive retail mix starts with categorization that mirrors member needs and workout goals. Consider the following core categories: core equipment (adjustable dumbbells, resistance bands, kettlebells), functional & mobility (medicine balls, slam balls, plyo boxes, foam rollers), cardio accessories (heart-rate monitors, exercise mats, jump ropes), recovery & wellness (massage sticks, percussion devices), and apparel & lifestyle (branded apparel, water bottles). For each category, define an optimal range, recommended display zone, and a simple bundle approach. Example bundles include:

• Home Starter Bundle: adjustable dumbbell set + mat + resistance bands + online training plan.
• Mobility & Recovery Pack: foam roller + massage ball + portable massager.
• Studio-Ready Bundle: compact cardio equipment + heart-rate monitor + wearable accessories.

Margin guidance (typical ranges): accessories often achieve 25–40% gross margin, while mid-range equipment sits around 20–30%, and high-ticket bundles can carry 15–25% net margins after display and demo costs. Pricing strategy should consider:

• Price anchoring: show a premium option first, then mid-range and budget alternatives.
• Bundle pricing: offer small discounts for bundles to increase average order value.
• Membership-first incentives: provide exclusive member bundles or financing options to incentivize purchases during or after workouts.

Merchandising execution points include clearly labeled product benefits, quick-use instruction cards, and in-store demos. Use wall signage to highlight “New Arrivals,” “Best Sellers,” and “Member Picks.” Consider a digital merchandising board that compiles real-time stock, promotions, and upcoming classes to drive cross-sell opportunities.

Operational Playbook: In-Gym Equipment Sales

Operating a successful in-gym equipment program requires a practical, scalable playbook that aligns with brand standards, member expectations, and seasonal demand. This section outlines the core elements of an effective operational strategy, with steps you can apply to a large gym network like 24 Hour Fitness.

The elements include floor plan design, inventory management, staff training, pricing discipline, and omnichannel integration that supports a seamless member journey from discovery to purchase. A well-executed program integrates the physical retail space with digital tools, ensuring consistent pricing, easy access to product information, and a frictionless checkout experience for members.

Key operations: inventory, pricing, and customer journey

Floor plan and display: position high-demand, small-form items near entrances or path-to-equipment zones to capture impulse purchases. Build a tiered display with eye-level goals: quick-use items at eye level, mid-range gear on lower shelves, and premium bundles in a dedicated feature wall. Provide interactive demos for select products—demo stations for mobility tools or compact cardio gear can drive engagement and confidence. Inventory management should leverage real-time stock visibility, low-stock alerts, and simple reordering thresholds to minimize stockouts without overstocking.

Pricing discipline: maintain consistent in-gym and online pricing to reduce member confusion. Use dynamic pricing for promotions tied to class schedules or membership tiers (e.g., member-exclusive bundles or limited-time financing). Offering simple financing or deferred payment options for high-ticket items can improve conversion while preserving margin. Warranties and agreements: clearly communicate warranty terms and return policies, so members feel protected after purchase. This builds trust and reduces post-purchase friction.

Customer journey and education: train staff to ask open-ended questions that reveal goals (e.g., “Are you shopping for a home gym or a quick upgrade after a workout?”). Provide printed guides and QR codes that link to online reviews, setup videos, and training programs. Encourage post-purchase engagement through onboarding emails or in-gym support sessions to maximize long-term satisfaction and potential referrals.

Digital integration: synchronize the in-gym catalog with an online store, enabling a member to reserve or purchase items via mobile checkout or curbside pickup. Use CRM data to tailor offers based on class attendance, workout preferences, and purchase history. Regularly review performance metrics such as conversion rate, average order value, and replenishment cycles to optimize assortment decisions and staffing models.

Frequently Asked Questions

1. Q1: Does 24 Hour Fitness sell equipment directly to members?

   A1: Many large gym networks offer an in-gym retail experience with a curated selection of equipment, accessories, and bundles. Availability may vary by location, but most brands also provide online catalogs and home-gym options to complement in-gym sales.

2. Q2: What types of products are typically sold in the pro shop?

   A2: Common items include resistance bands, mats, water bottles, yoga accessories, heart-rate monitors, compact dumbbells, mobility tools, and branded apparel. High-ticket bundles for home gyms are also popular.

3. Q3: Are discounts available for members?

   A3: Yes. Members often receive exclusive bundles, member-only financing, or promotional pricing during seasonal campaigns to encourage adoption of home-gym setups.

4. Q4: Can members finance equipment purchases?

   A4: Financing and installment options are common for higher-ticket gear. These programs help convert interest into purchases without a large upfront cost for the member.

5. Q5: What is the typical warranty and return policy for equipment?

   A5: Warranties generally cover manufacturing defects, with return policies aligning to standard store terms. Clear guidance should be provided at the point of sale and reinforced via post-purchase communications.

6. Q6: Do stores ship equipment nationally or regionally?

   A6: Many gym retailers offer regional or national shipping for home-gym items, while smaller accessories can be shipped quickly to local members. Availability depends on the brand and logistics partner.

7. Q7: How should I choose equipment for a home gym?

   A7: Prioritize space-efficient, versatile items (e.g., adjustable dumbbells, resistance bands, compact cardio gear) and bundles that include a workout plan or access to training content to maximize value.

8. Q8: How can I learn more about product use and setup?

   A8: Look for in-store demo stations, setup guides, QR code links to video tutorials, and staff training that covers assembly, safety, and maintenance.

9. Q9: Are there seasonal promotions or exclusive member bundles?

   A9: Yes. Seasonal promotions tied to new-year fitness goals or summer readiness are common, and many programs offer member-exclusive bundles with added value and extended warranties.