Les Mills Asia Pacific on Monday released findings from a global study showing how “Most Valuable Participants” (MVPs) are reshaping profitability models for fitness clubs.

The report, compiled with ROR Partners and 4GLOBAL, analyzed 2.6 million member journeys since January 2024 across 1,312 gyms in the United States and Europe. Researchers found that MVPs—members who are highly engaged—remain longer, visit more often, and provide significantly higher lifetime value than typical members.

Data highlights member behavior

The study shows MVPs stay with clubs for an average of 23 months, compared to 16 months for regular members. They also attend 65 percent more frequently and are 88 percent more likely to remain active after a year.

Financially, MVPs generate 27 percent more lifetime value, excluding the added referrals they bring through their networks.

Les Mills International managing director Phillip Mills said the findings provide operators with a clear playbook. “By focusing on MVPs and the areas of the club with the highest potential for serving them, operators can drive retention, maximize floor space, and build sustainable communities,” he said.

Roadmap for operators

Alongside the data, the report outlines an eight-point strategy for gyms. Recommendations include adjusting timetables, redesigning facilities, and developing marketing campaigns aimed at high-value members and underrepresented demographics.

Les Mills Asia Pacific chief executive Ryan Hogan described MVPs as “the heartbeat of successful clubs,” noting their influence in building community and brand loyalty.

With real estate costs continuing to rise, researchers said optimizing contribution margins in club spaces will be crucial to profitability.