Is Your Gym Expensive? Or Are You Confusing Cost With Value?

Every so often, someone says it.

“That’s expensive.”

And having spoken to 1000s of people over the last 15+ years, I get it.

On the surface, a membership like ours isn’t the cheapest option in town.

(There are actually many training options out there that are far more expensive than us when you compare the service provided.)

But here’s the better question:

Expensive compared to what?

Because there’s a difference between cost and value.

And when it comes to your health, that difference matters.

Cost is what you pay.
Value is what you get.

If you’re just comparing monthly numbers, then yes, there are cheaper options.

But you’re not comparing like with like.

You’re not just paying for access to a room with equipment.

You’re paying for:

- A structured programme that keeps you consistent
- A coach who knows your name and your history
- Small group sessions where you’re actually guided
- Training that progresses safely and effectively
- Sessions adjusted to suit your strength, ability, mobility and current capability
- Coaches who can and will adapt your training if you’re recovering from illness, injury, surgery or just going through a rough patch
- Accountability when you feel like drifting away or lack “motivation”
- A community of like-minded 40+ adults who like the same music as you (mostly!)
- Real empathy and support when you’re stiff, tired, injured or low on confidence
- People who actually know your name

That’s not “just a gym membership”.

- That’s coaching.
- That’s structure.
- That’s support.
- That’s environment.

And that’s what actually produces (your) results.

The cheap gym trap

There is absolutely nothing wrong with open gyms (I have been a member of them!)
There’s also nothing wrong with circuit style sessions, Hyrox or CrossFit style classes, or constantly changing workouts for “variety”.

But to be honest, this is how things usually pan out…

You join.
You go a few times.
The novelty starts to fade.
Or you’re not quite sure what to do.
You miss a week.
No one notices.
No one checks in.
You slowly drift away.
You stop.

Before you know it, you’re paying less… and getting nothing.

And that’s where cheap becomes expensive.

Expensive because you’re not progressing.
Expensive because you’re not consistent.
Expensive because your health stays the same or gets worse.

I’ve seen people leave us for somewhere "cheaper".

Some stuck with it.
Lots have unfortunately stopped training completely.
Many have returned.

And they were welcomed back with open arms!

Not because the equipment was better.
Not because the branding was better.

But because the support wasn’t there.
The accountability wasn’t there.
The environment wasn’t there.

And without those things, consistency is very hard to maintain.

And consistency is the whole game.

Let’s talk honestly about “affordability”

A while back I had a conversation with someone who said they couldn’t afford to get started with us.

When we broke it down, they were spending money every week on things like:

- 2 to 3 takeaways
- Wine during the week and a few beers at the weekend
- Coffees, or what I like to call dessert coffees
- Snacks and treats
- Impulse buys on Amazon, Temu or the middle aisle in Aldi (We’ve all been there…)

None of these were huge in isolation.

But collectively?

More than they’d be investing in their health.

To be absolutely clear, this isn’t about guilt.
And it’s not about cutting out everything you enjoy.

It’s about priorities.

You don’t need to eliminate the things you enjoy in life. Far from it.
But it might make sense to decide what matters more to you in the long term.

The pain of discipline vs the pain of regret

You can feel the short term discomfort of investing in yourself.

Or you can feel the long-term discomfort of:

Feeling unfit
Feeling weak
Feeling tired
Feeling uncomfortable in your own skin
Watching your health, mobility and independence slowly fade

One of those is temporary.
One of those compounds over many months and years.

And that’s the real "cost" conversation.

For a busy 40+ adult, here’s what value looks like to us:

- Turning up and not having to think.
- Being coached safely.
- Being pushed when you need it.
- Being supported when you’re struggling.
- Knowing someone notices when you’re not there.
- Training in an environment where ego doesn’t dominate.
- Being part of a community that actually knows you.

And…

No fads.
No gimmicks.
No egos.
No mirrors!

That’s what you’re investing in.

Not a treadmill.
Not a building.
Not access.

But outcomes......

Stronger.
Fitter.
Healthier.
Happier.
More confident.
More capable.
More consistent.
Part of something meaningful and impactful.

Are we more expensive than some gyms?

Yep.

Reassuringly.

Is it better value for someone who wants real support and real progress?

Also yes.

You don’t have to choose us.

But if you’re deciding where to invest in your health, choose based on value.

Because not all gyms are built the same.

And cheap without support often becomes expensive in the long run.

Financially.
Physically.
and perhaps mentally.

And that’s a cost most people don’t calculate until much later.

If you're over 40 and want structured coaching to build strength, improve fitness and stay healthy long term, you can apply for a place on our 6 Week Kickstart here: APPLY NOW

David “quality over cost” Knowles
Gym owner
Coffee drinker
Almost 20 years coaching sport and fitness
Proud dad x5 amazing little humans
Wannabe musician still holding out for my big break