Not all gym members are created equal—and some are worth significantly more than others.
According to a recent report by Les Mills, there’s a specific type of member driving the bulk of long-term growth for gyms: the MVP, or Most Valuable Participant. Based on data from over 2.6 million member journeys across 1,300+ fitness clubs in the U.S. and Europe, the report reveals that MVPs stay longer, visit more often, and spend more money compared to typical members.
Who Are the MVPs?
MVPs aren’t defined by age, fitness level, or background. What sets them apart is engagement. These members visit their gym 65% more often, are 88% more likely to remain after a year, and generate 27% more lifetime value than the average member. They’re also much more likely to refer friends and family, turning into organic marketers for the club.
And they don’t just show up—they participate. MVPs are the ones booking classes, staying for cooldown stretches, chatting with instructors, and encouraging new members. They’re not just working out; they’re building community.
What Turns a Member Into an MVP?
The Les Mills report lays out an 8-step playbook for creating more MVPs. One key takeaway? Group fitness is the engine. Classes led by skilled, motivating instructors create a sense of accountability and connection that solo workouts often lack.
Les Mills points to its own data showing that members who participate in its group classes visit their gym far more often than those who don’t. But this trend applies beyond just branded classes. Any high-quality group fitness experience—whether it’s yoga, HIIT, or cycling—can transform passive users into power members.
Why Should Operators Care?
Retention and referrals are two of the biggest challenges in the fitness industry. By investing in the MVP strategy, gyms can increase both. According to Les Mills managing director Phillip Mills, this approach isn’t just about growth—it’s about sustainability.
“Operators who focus on MVPs will maximize their floor space, boost retention, and build a stronger fitness community,” Mills said.
This data-driven strategy has already caught the attention of operators who’ve seen the impact of group fitness firsthand. As Tom Lanahan of ROR Partners puts it, “These aren’t just members. They’re the future of your business.”
Final Take
Want to future-proof your gym or club? Don’t just chase new signups. Nurture your MVPs. Give them standout group fitness, motivating instructors, and a sense of community—and they’ll give you loyalty, referrals, and long-term value in return.
