The success of the high-volume/low-price (HVLP) model of price bundling strategy in the health club industry has been both a blessing and a curse. While it’s been a boon to larger fitness chains that can remain profitable with low member rates (from $10 to $20 per month) with limited margins, independent clubs and smaller regional chains are struggling to compete with the budget national chains. This has forced operators to find consistent revenue streams beyond monthly dues. That’s easier said than done.
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