How medical wellness programs are unlocking new revenue streams for fitness clubs
Your members are already spending $300–$700 per month on GLP-1s, hormone replacement therapy, and peptide programs.
They’re just not getting them through your gym.
During the webinar, “Turn medical wellness demand into recurring revenue inside your club,” Wendy White (Chief Marketing and Partner Officer at Daxko) and Nick Thornton (Chief Sales Officer) revealed exactly how fitness clubs can become the central hub for their members’ complete health and wellness journey—and unlock significant recurring revenue in the process.
If you missed the live session, here’s what you need to know.
The market opportunity is massive (and growing fast)
The numbers tell the story:
- 1 in 8 Americans are already on GLP-1 medications
- 33% of Americans express interest in GLP-1s but aren’t on them yet—and they need wraparound services
- Peptide searches have surged 400% year-over-year
- 1 in 3 Americans have some form of undiagnosed hormone imbalance
- Among Gen Z and millennials taking GLP-1s, interest in combining gym memberships has jumped from 30% to over 60% in just one year
This isn’t a niche trend. This is mainstream demand, and it’s accelerating.
The insight Wendy emphasized: Your members want a complete wellness destination, not fragmented care. They’re already paying for these services elsewhere. The question is whether they’ll pay for them through your gym.
The real competitive advantage isn't revenue. It's retention and brand
Yes, Elevate Wellness creates a new revenue stream through referral fees. (The math is compelling: onboarding just 25 members per month can grow to $40,000+ in monthly recurring revenue over 12 months and that’s conservative.)
But here’s what’s more powerful: Members who access medical wellness services alongside personal training and gym membership are 2x more likely to stay engaged.
When a member’s weight loss journey, hormone optimization, and strength training all originate from your gym, your brand becomes something different. You’re no longer a place to work out. You’re the place where they’re experiencing transformation across every dimension of their health.
That’s retention. That’s loyalty. That’s advocacy.
Nick put it perfectly: “If they can get their prescription through your club and connect it to their fitness journey, it creates a flywheel. The gym becomes the place providing their whole wellness journey, which really boosts your brand.”
How Elevate Wellness works
Daxko has built Elevate Wellness as a turnkey program because—let’s be honest—launching something like this on your own is complex. It requires vetting medical providers, understanding HIPAA compliance, creating marketing playbooks, training your team, and managing ongoing operations.
Elevate Wellness handles all of that:
The services include GLP-1 programs (full dose and microdosing), testosterone and hormone replacement therapy, sleep diagnostics via at-home testing, FDA-approved peptides, and clinical nutrition through registered dietitians (covered by most insurance plans).
The provider options give you flexibility. You can choose Path A—higher recurring revenue with more control over marketing and operations—or Path B—more hands-on provider support and marketing management. Both options position your gym as the front door while medical providers handle all clinical decisions and liability.
The training and marketing materials come pre-built. You get front desk playbooks, PT training (with a certification program coming soon), pre-built marketing campaigns, and operational guidance based on best practices from dozens of gyms already running these programs.
The launch timeline is realistic: 30 days from discovery call to live program, though many clubs can move faster once they’re ready.
Q&A highlights from the webinar
During the webinar, club owners asked some critical questions. Here are the answers:
“Did you research the liability implications?”
Yes. The agreement clearly assigns medical liability to the providers. Your gym is not offering medical advice or deciding which medications members should take. You’re handling the marketing and referral piece. As Wendy confirmed: “You’re staying out of that scope entirely. You’re providing wraparound services and a referral, which keeps it clean and safe for you from a liability standpoint.”
“What training will our teams need?”
Elevate Wellness provides complete training kits including front desk playbooks, PT training, and detailed “how to” materials with all the operational playbooks. The providers also offer incremental training support. Additionally, Daxko is developing a PT certification program (expected to launch within weeks) so your personal trainers—often the front door to these programs—have the best training possible.
“How long will it take to launch?”
The timeline is realistic: 30 days from discovery call to live program. Some clubs have launched in as few as 5 days, but Daxko recommends the full 30-day window because they understand club operations. If you’re a multi-location operator, you can roll it out at one location first and expand across your group. The goal is to do it well, not just fast.
“Do members get their medications shipped directly?”
Yes. Medications ship directly to members’ homes. Your gym has no role in dispensing, storing, or managing medications. Think of your role as a marketing partner to the provider—you identify interested members and refer them into the program. The provider handles all medical components and medicine management.
“Will the revenue structure differ by service?”
Yes. Each service (GLP-1, hormone replacement, peptides, sleep diagnostics, clinical nutrition) has different revenue-share models. These will be detailed during your discovery call, so you understand the full economic opportunity for your specific situation.
“What services are actually available?”
Elevate Wellness covers GLP-1 programs (full dose and microdosing), testosterone and hormone replacement therapy, sleep diagnostics via at-home testing, FDA-approved peptides, angiopeptins, and clinical nutrition through registered dietitians. This lineup continues to expand as new options become available.
What happens next
The opportunity is clear. The infrastructure is ready. The only question is execution.
Watch the full webinar recording to hear directly from Wendy and Nick about:
- The detailed economics of different program models
- How to position this to your team and members
- Real examples of how gyms are leveraging these programs
- Answers to specific questions about training, launch, and operations
Click here to watch the full recording
Ready to explore whether Elevate Wellness makes sense for your club? Our team is standing by to have a conversation tailored to your specific situation.
The bottom line
Medical wellness isn’t replacing fitness. It’s amplifying it. Members who combine medication-assisted weight loss with personal training and community see better results and stay longer.
Your gym can be the hub where all of that comes together—and create a genuinely new revenue stream in the process. The infrastructure, training, and provider partnerships are ready. The demand is there.
The question is: Are you ready to move forward?