The Owner's Corner

Helping gym owners achieve sustainable growth

How 8th Day Gym Grew to 30,000 Sq Ft—And How You Can Too

Hi Reader,

If you’re looking to grow your gym, take notes from 8th Day Gym in Grand Rapids, MI. They started small in 2010 with just two members in a rented room. Fast forward 15 years, and they now operate out of a 30,000-square-foot facility with multiple revenue streams and a thriving team of coaches.

Here’s what they did right—and how you can apply it to your gym:

1. Diversify Your Revenue Streams

Relying only on group class memberships limits growth. 8th Day Gym scaled by adding:
✔ Boot camps – A great entry point for beginners
✔ Personal training – Trainers keep 100% of their revenue, making it a win-win
✔ Open gym memberships – Allows for flexible workouts without adding to your coaching load
✔ Endurance classes (coming soon!) – Expanding into niche fitness markets

🔹 Takeaway: Look for additional revenue streams beyond traditional classes. Boot camps, personal training, and open gym memberships can all bring in extra income without overloading your team.

2. Build a Retention-First Coaching Model

One major challenge for gym owners is keeping great coaches. 8th Day Gym retains its staff long-term by:
✔ Paying higher-than-average rates
✔ Letting trainers keep 100% of personal training revenue
✔ Limiting burnout by capping classes at two per coach per day

🔹 Takeaway: If your gym relies on group classes, keep your trainers happy by setting manageable schedules and offering personal training incentives.

3. Smart Expansion Strategies

8th Day Gym didn’t just add space—they made sure it was profitable space.
✔ Started in a small rented space
✔ Upgraded to a vacant tire shop when they hit 30 members
✔ Expanded based on demand, not assumptions

🔹 Takeaway: Don’t overextend. If you’re thinking about expanding, make sure the demand (and revenue) is there before committing to a bigger space.

4. Challenge the Traditional CrossFit Model

Founder Joe Cebulski realized that standard CrossFit affiliate models don’t always work in high-cost markets. Instead of relying only on memberships, he built a multi-revenue business that could support his team and facility.

What this means for you:
✔ Evaluate if your pricing and services truly support growth
✔ Consider adding additional services to increase per-member revenue
✔ Ensure your coaches have opportunities to earn more—so they stick around longer

8th Day Gym’s success wasn’t an accident—it was built on smart revenue diversification, coach-friendly policies, and strategic expansion.

It's not easy out there. Keep working. Keep testing. Keep showing up. Money grows on the tree of persistence.” -Japanese Proverb

Let us know if we can help with anything!