How to create recurring revenue for your personal training business: the ultimate guide

If you’re a personal trainer, you know that the feast-or-famine cycle of personal training can be exhausting. One month you’re celebrating five new package sales, the next month you’re scrambling to fill your calendar and wondering how you’re going to pay rent.

If you’re tired of constantly selling, chasing payments, and never knowing what next month’s income will look like, it might be a good time to consider recurring revenue. This business model is what separates struggling trainers from those who build sustainable, scalable fitness businesses that thrive year after year.

In this guide, we’ll show you exactly how to create predictable, recurring revenue streams that keep money flowing into your business every single month, without having to constantly hunt for new clients or resell to existing ones.

What is recurring revenue and why does it matter?

Recurring revenue is income that arrives on a predictable, automatic schedule – typically monthly or annually – from clients who’ve committed to ongoing services.

Instead of selling one-off packages where clients pay upfront for 10 or 20 sessions and then disappear, recurring revenue means clients pay a consistent monthly fee for continuous access to your training and coaching services.

Think of it like Netflix. You don’t buy individual movies or TV series, you pay a monthly subscription for unlimited access. Your personal training business can function profitably the same way.

Why recurring revenue is a game-changer

Predictable income:
When you have 30 clients paying $200/month, that’s $6,000 in guaranteed revenue before the month even starts. You can budget, plan and sleep better at night.

Higher lifetime value:
A client who buys a $1,000 package once is worth $1,000. A client on a $200/month subscription who stays for 18 months is worth $3,600. That’s the power of recurring revenue.

Less time selling:
You’re not constantly reselling to the same people. Once clients are on recurring billing, they automatically renew until they cancel.

Better client retention:
Automatic payments leverage psychology; continuing is the path of least resistance. As discussed in our guide on how to retain personal training clients, clients on recurring plans tend to stick around significantly longer.

Business value:
If you ever want to sell your business, recurring revenue can be worth 3-5 times more than one-off sales (investors and buyers love predictable income streams!).

Types of recurring revenue models for personal trainers

There’s no single “right” way to structure recurring revenue. The best model depends on your training style, target market, and business goals. Here are some of the most effective approaches:

1. Monthly membership subscriptions

Clients pay a fixed monthly fee for access to your training services. This is the simplest and most popular recurring revenue model.

Common structures:

• $150/month: Two 45-minute training sessions per week
• $200/month: Unlimited app-based programming with weekly check-ins
• $300/month: Three in-person sessions per week plus nutrition coaching
• $500/month: VIP package with daily coaching access and custom programming

The key is clearly defining what clients get for their monthly investment and delivering consistent value.

2. Tiered membership levels

Offer multiple membership tiers at different price points to serve various client needs and budgets.

Example structure:

Tiered pricing captures clients at different budget levels while providing natural upsell opportunities.

3. Online coaching subscriptions

Online personal training has exploded in popularity, and subscription-based programs create recurring revenue streams that scale beautifully.

Offer tiered subscription plans for exclusive content like:

• Weekly workout routines delivered via an app like My PT Hub
• Live coaching calls or virtual group sessions
• Specialized fitness challenges with prizes
• Access to your private community
• Regular progress reviews and programming updates

The beauty of online subscriptions is scalability because you can serve 50+ clients with the same time investment it takes to train 10 in person.

4. Hybrid models

Combine in-person training with online support for a comprehensive membership experience, for example:

$350/month includes:

• Two in-person sessions per week
• Unlimited app-based workouts for home/travel
• Weekly nutrition check-ins
• 24/7 messaging access
• Community membership

Hybrid models provide flexibility clients crave while justifying premium pricing.

5. Small group training memberships

Run recurring small group sessions at a lower per-person price point but higher overall revenue, for example:

$149/month per person:

• Three group training sessions per week
• Maximum 8 people per session
• Custom programming within the group format

With 8 members, that’s over $1,000/month from a single recurring group!

How to transition from packages to recurring revenue

If you’re currently running on session packages, here’s how to make the shift without losing clients or income.

Step 1: Start with new clients

The easiest approach is offering recurring billing to all new clients while letting existing package clients finish what they’ve purchased. When their package ends, present the recurring option as the primary choice.

Step 2: Create an irresistible transition offer

Give current package clients a compelling reason to switch to recurring billing, for example:

“I’m transitioning to a membership model that provides better value and consistency. For my existing clients, I’m offering a special founder’s rate: lock in $175/month forever (normally $200) if you switch by [date]. You’ll get the same great training plus access to our new community and check-in app.”

Make the switch feel like VIP treatment, not a downgrade.

Step 3: Emphasize benefits to clients

Help clients understand why recurring billing benefits them:

• Convenience:
  No need to remember to renew or repurchase.
• Consistency:
  Continuous progress without breaks that derail results.
• Better value:
  Lower monthly cost than buying sessions individually.
• Enhanced support:
  Access to new features and tools as you add them.

Most clients actually prefer automatic billing once they understand the advantages.

Step 4: Phase out packages gradually

Rather than flipping a switch overnight, gradually shift your messaging:

• Update your website and marketing to feature memberships first
• Mention packages as an alternative option, not the primary offering
• Slowly increase package prices while keeping membership rates attractive
• Eventually discontinue new package sales entirely

This gradual approach minimizes disruption while building your recurring revenue base.

Setting the right pricing for recurring revenue

Pricing your recurring services correctly is crucial. Price too low and you’ll struggle to sustain your business. Price too high and you’ll limit your market.

Calculate your baseline needs

Start by determining your minimum viable income:

• Calculate monthly living expenses + business costs
• Add desired profit margin
• Divide by number of clients you can realistically serve

If you need $6,000/month and can serve 30 clients with your current model, you need an average of $200/month per client.

For detailed guidance on structuring your pricing strategy, check out our comprehensive guide on how much to charge as a personal trainer.

Test and adjust

Don’t be afraid to experiment with pricing:

• Start at a price point that feels sustainable
• Monitor conversion rates and client feedback
• Adjust every 3-6 months based on demand
• Grandfather existing clients at current rates when raising prices

Your pricing should evolve as your business grows and your expertise deepens.

Reducing churn and maximizing client lifetime value

Recurring revenue only works if clients actually stay. Here’s how to minimize cancellations and keep members engaged long-term:

Deliver consistent value

Your monthly membership must provide ongoing value that justifies the recurring cost:

• Fresh programming regularly (weekly or bi-weekly updates)
• Responsive communication and support
• Progress tracking and celebration
• Evolving offerings as client needs change
• Community engagement and connection

Never let your recurring service feel stale or neglected.

Automate engagement touchpoints

Use technology to maintain consistent contact without drowning in admin work:

• Automated weekly check-ins via your training app
• Progress photo reminders and comparisons
• Milestone celebrations and achievement badges
• Birthday and anniversary messages
• Re-engagement campaigns for quiet clients

Personal training software like My PT Hub makes these automations simple, ensuring no client falls through the cracks.

Monitor engagement and intervene early

Watch for warning signs that a client might cancel:

• Stopped completing workouts
• Not responding to check-ins
• Decreased app usage or communication
• Missed sessions or rescheduling frequently

When you spot these red flags, reach out proactively with support, not pressure.

Create milestone incentives

Give members reasons to stick around longer:

• 3-month anniversary: Complimentary body composition scan
• 6-month milestone: Free nutrition consultation
• 1-year celebration: Branded merchandise or discount on next month
• Referral rewards: Free month for each referred friend who joins

These incentives create psychological commitment points that reduce cancellations.

The technology infrastructure you need

You can’t build sustainable recurring revenue with spreadsheets and Venmo. You need proper systems.

Essential recurring revenue tools

Automated billing platform:
You need software that handles things like payment analytics, automated monthly payments, subscription management and receipt generation.

Client management system:
Track who’s on what plan, when they joined, engagement levels, and payment status

Workout and nutrition delivery:
Efficiently create and assign programming to recurring clients without endless manual work

Communication tools:
Stay connected with clients via messaging, check-ins, and automated touchpoints

Progress tracking:
Document client results to justify the ongoing investment

Why all-in-one solutions work best

Managing recurring revenue across multiple platforms is a nightmare. Billing in one place, programming in another, communication in a third; iit’s inefficient and creates gaps where clients slip away.

Comprehensive platforms like My PT Hub consolidate everything:

• Recurring billing and payment processing
• Custom workout and nutrition programming
• Automated check-ins and progress tracking
• Built-in messaging and community features
• Branded client app experience
• Analytics and business insights

When everything works together seamlessly, you spend less time on admin and more time coaching, which is what clients pay for.

Why all-in-one solutions work best

Managing recurring revenue across multiple platforms is a nightmare. Billing in one place, programming in another, communication in a third; iit’s inefficient and creates gaps where clients slip away.

Comprehensive platforms like My PT Hub consolidate everything:

• Recurring billing and payment processing
• Custom workout and nutrition programming
• Automated check-ins and progress tracking
• Built-in messaging and community features
• Branded client app experience
• Analytics and business insights

When everything works together seamlessly, you spend less time on admin and more time coaching, which is what clients pay for.

In summary

Creating recurring revenue isn’t just about changing how you bill clients, it’s about building a fundamentally different business model that rewards quality, consistency, and long-term relationships.

When done right, recurring revenue means:

• Waking up with money already in your bank account
• Focusing on coaching instead of constantly selling
• Building a business that grows in value over time
• BCreating financial stability that lets you plan for the future
• Serving clients better through ongoing support

Is it perfect? No. You’ll still have cancellations. You’ll still need to attract new clients. But the difference between starting each month at zero versus starting with $5,000+ already guaranteed can be life-changing

The trainers who thrive long-term aren’t necessarily the best programmers or the most knowledgeable, they’re the ones who build sustainable business models that generate predictable revenue month after month, year after year.

Recurring revenue is how you build that business.