On-Demand Gym Classes: How Operators Extend Studio Value

On-demand gym classes can solve the problem of empty studios, without replacing live classes or substituting at-home workouts. Used the right way, on-demand programming extends the value of your physical gym, allowing members to access classes whenever and however they want.

We’ll go over how on-demand fitness classes for gyms cover the middle ground between live classes and at-home training, and how that can impact retention and engagement at your center.

Why On-Demand Programming Belongs Inside the Gym, Not Just at Home

On-demand gym classes go far beyond a few videos people can access in their living rooms. When libraries and classes live in your studios, they serve as effective ways to both activate underutilized space and engage members.

The statistics are nothing short of impressive. According to our data, members who blend live and on-demand workouts show up 5.5 times a week, compared to 3.3 times for gym-only members. That’s almost double the frequency from adding an online on-demand library of classes.

Hybrid fitness programming for clubs simplifies scheduling. There won’t be any more empty spaces on your grid. Members who can’t make a specific live class can simply walk into an open studio and press play.

Of course, at-home programs still have their place as well. Modern members are looking for omnichannels: offerings and services that move seamlessly between their club and home on their own schedule.

Filling Off-Peak Hours Without Adding Staff

Slow periods are inevitable, no matter how forward-thinking or premium your gym is. Early mornings, mid-afternoons, and late nights are pain points across any fitness club.

Staffing a live instructor for those moments doesn’t pencil out when most operators can’t justify the cost for a class only a handful of members attend. But leaving the studios dark means the space is going unused, even as you continue to pay for every hour.

This is where on-demand fitness classes for gyms shine. Pre-scheduled and member-launched sessions can cover low-demand windows without adding to your payroll. It keeps the floor active and gives members with busy lives the classes they want but might not be able to attend.

For example, assume you're paying an instructor $25 per hour. Replacing five low-demand live classes per day with on-demand programming would come to $125 in daily savings — and over $45,000 annually. And you can redirect those cost savings to equipment or the live classes that get the most attendance.

Naturally, this isn't a reason to cut every class outside peak hours. But it's well worth taking a close look at which slots should have a person leading and which could be served by your on-demand video library. It’s reallocating resources in favor of filling off-peak hours at your gym and maintaining a healthy financial bottom line.

Turning Underutilized Studio Space Into an Engagement Driver

Studio utilization may be the most straightforward indicator of whether your square footage is an asset or a liability. Studios that don’t add on-demand options may be used as little as 7% of the time, even though operators pay the overhead 100% of the month.

Rochester Athletic Club, a 260,000-square-foot facility in Rochester, Minnesota, offers a clear proof point. Its fitness director, Dr. Steve Boring, PhD, has found that the club’s cycling studio now sees more use from on-demand rides than from traditional live classes. According to Dr. Boring, members who miss a live session don’t have to wait a week for the next one: They can just come in and “pick from 50 different core classes on demand.”

Another clear upside is the community that forms around on-demand gym classes. The Rochester Athletic Club has seen informal groups gather to take a class together, not just filling space but building a tight-knit sense of belonging.

“Sometimes we have one member working out to a video in an unused studio (...) but we’ve found these little organic groups have been popping up,” said Dr. Boring. “A group of people will convene and decide together which video they want.”

Pair on-demand offerings with screens and digital signage throughout your gym, and you can quickly turn spaces that currently sit empty into revenue-justifying assets for both your members and your budget.

Supplementing, Not Replacing, Live Programming and Personal Training

Gym operators who have built a business around strong instructors and one-on-one training might wonder whether on-demand gym classes compete against, or even cannibalize, that model. In practice, however, these offerings can complement and extend live instruction.

One clear example is recovery-focused programming. The popularity of post-workout cooldown routines has grown steadily over the past few years. Members can use these on-demand options after they complete live classes or an intense solo session, either alone or with an improvised group. Rather than pulling members away, the on-demand programming reinforces the value of the live instruction.

On-demand content also lowers the barrier for members wanting to try something new on their own before committing to a crowded or possibly intimidating class. Our data shows that one out of three people attends an in-person class after trying it digitally first. That’s a built-in funnel for your group fitness studio, letting members sample a workout on their own before showing up in person.

Whatever your gym membership looks like, naturally, some people will prefer live classes, while others may temporarily or permanently lean towards on-demand content. The why doesn’t matter — you’ll be able to provide everyone with both.

What To Look For in an On-Demand Class Library

Not all on-demand fitness programming is created equal, and the difference between class libraries shows up fast once members start using one daily.

Few recovery programming options? Low-quality videos? A lack of updates? Any of these issues can bring down retention and utilization. Evaluating an on-demand content library is a crucial step to giving your members the experience they deserve.

Content Variety and Modality Coverage

A strong virtual fitness studio needs a breadth of digital fitness content to offer your entire member base: dance cardio, strength, yoga, low-impact, accessible formats, and more. A wide variety of classes caters to a wide variety of gym members, rather than only select groups.

Regular new content is likewise vital. Recycling the same 50 videos for a year won’t work for your most dedicated members who use the library frequently. The best content libraries have built-in updates that allow you to expand your offerings without extra work on your end.

Tracking metrics and usage statistics gives you a clear idea of what areas need more depth. Your members may lean toward specific training styles, or you might start noticing trends among different demographics.

Delivery Method: Screens, Kiosks, and Apps

How your members can access the content is as important as what’s in the library.

Some clubs run content on studio screens tied to a schedule. Others install top kiosk systems for on-demand studio workouts to give members more flexibility. A branded mobile app creates a layer of connectivity behind the scenes that hooks your gym into each member’s daily life.

A great selection of options that’s buried three menus deep in an unfamiliar interface won’t have the same effect on studio utilization strategies as an intuitive, one-tap kiosk. At Fitness On Demand, we prioritize accessibility through helpful self-service touchscreens and kiosks, so your members can get to their content in no time whenever they want.

Turning On-Demand Programming Into Retention Wins

The real value of both your live instruction and on-demand classes ultimately comes back to one thing: boosting member retention.

The Health & Fitness Association has found that creating just two meaningful interactions a month with each gym member can reduce cancellation rates by up to 33%. On-demand content offers a reliable way to create that touchpoint without an increase in staff overhead or square footage.

The results compound over time. The most consistent gym retention strategies come from small, frequent interactions that happen session by session, creating a strong habit loop. Bain & Company reports that a 5% increase in member retention can boost profits anywhere from 25% to 95%. Members who can always find a class, no matter the hour or where they are, are more engaged and less likely to let their membership lapse.

At Fitness On Demand, we understand that on-demand fitness content for gyms has become core gym technology. Through accessible kiosks and touchscreens, along with a professional-quality content library of over 1,800 virtual classes, we're here to help every operator future-proof their gym.

If you’re ready to see what an on-demand group studio setup could look like in your facilities, explore our solutions today.