When David Bender opened Contemporary Athlete in Upstate New York, he built his gym on a foundation of semi-private training, accountability, and community. For years, his 4,500-square-foot facility thrived by focusing on adults 35+ who wanted expert coaching without the chaos of a crowded fitness floor.
But like many gym owners, David hit a ceiling.
No matter how much effort his team put into marketing, Contemporary Athlete seemed to hover between 120–135 members. Attrition and acquisition canceled each other out.
“Personal training lost 10 clients and gained 9. It’s been the whole year like that,” David admitted. “Pretty sure for whatever reason this location is capped at like 120–135 members, and stretch is really the only thing to get it to the next level.”
That realization led to a bold move: introducing Stretch Therapy as a new revenue stream.
And thanks to a structured presale strategy powered by CNU Stretch, David didn’t just launch a new service — he created a thriving business line before the first official session ever took place.
By the time his doors opened, 45 clients had committed, generating $13,725 in monthly recurring revenue.
This is the story of how he did it, why presales matter, and how recovery services like Stretch Therapy are changing the game for fitness businesses.
The Membership Ceiling Problem
If you own a gym or studio, you’ve probably faced the same wall David did. You run great sessions. Your members love your community. But the numbers don’t move.
You hit a membership ceiling — a natural cap on how many people in your area are willing to buy into your core offering.
For some, that’s 100 members. For others, it’s 200. But eventually, growth slows, and adding “just more members” feels like pushing a boulder uphill.
The typical answer? Open a second location.
But as Evans Armantrading Jr., founder of CNU Fit and CNU Stretch, points out, that often means $200,000+ in startup costs with the hope of duplicating revenue — and all the headaches that come with scaling staff, rent, and overhead.
Stretch Therapy offers another path.
Why Stretch Therapy Works
Stretch Therapy has exploded in recent years. Boutique brands like StretchLab have built national franchises on a simple promise: help people move better, recover faster, and feel younger through assisted stretching.
Unlike personal training, Stretch Therapy:
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Appeals to non-gym members (people intimidated by workouts but open to wellness services).
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Targets pain points like stiffness, back pain, and mobility issues.
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Attracts a slightly older demographic with disposable income.
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Doesn’t require sweaty workouts or locker room changes.
Most importantly, it can be priced at a premium.
At Contemporary Athlete, that premium translated into results immediately. In month one alone, Stretch Therapy generated $13,725 in recurring revenue across 45 clients, with an average client value of $305/month. Based on early adoption and retention trends, the program is projected to reach $25,000 per month in recurring revenue by the end of Q4 2025.
That’s a powerful launch by any standard — and a clear sign that recovery services aren’t just a trend, they’re a cornerstone of the future fitness business model.
The Power of Presales
The real breakthrough wasn’t just adding Stretch Therapy — it was launching with presales.
Instead of waiting until after launch to build demand, David worked with the CNU Stretch strategy, designed to help gym owners grow their initial client base quickly and predictably.
By the time the official launch date rolled around, 45 paying clients were already secured, creating $13,725 in recurring monthly revenue before day one.
Evans Armantrading Jr. explained why this approach matters:
“Presales can literally change your business. Dave looked at Stretch Therapy not just as an add-on, but as building another business within his business. That mindset is what separates a stagnant facility from a growth facility.”
Presales gave Contemporary Athlete a launchpad — ensuring stability from day one and momentum to scale into the months ahead.
Building a Business Within a Business
David didn’t treat Stretch Therapy like a side hustle. He designed it as a standalone service line inside his existing walls.
That meant:
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Dedicating a space to Stretch within his 4,500 sq. ft. facility
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Getting his coaches certified
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Creating a schedule just for Stretch clients
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Pricing Stretch separately from training memberships
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Projecting revenue as if Stretch were its own company
The goal? To build a $600,000/year business from Stretch Therapy alone by 2026.
And the numbers are already backing it up.
David now projects to hit $25,000/month in recurring revenue by the end of Q4 2025.
From Zero to $25K/Month
The presale success wasn’t just about the $13,725. It was about laying a foundation.
David now projects to hit $25,000/month in recurring revenue by the end of Q4 2025.
Here’s why that’s realistic:
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Average client value of $305/month
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High retention due to pain relief + mobility benefits
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A clear runway to scale from 45 to 80–100 clients
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The ability to add more staff or tables as demand grows
In other words, Stretch isn’t a “nice to have.” It’s a transformative revenue engine.
The Bigger Industry Lesson
This story isn’t just about Contemporary Athlete. It’s about what’s possible for gym owners everywhere.
The traditional model — fill your gym with as many members as possible — is breaking down. People churn. Markets cap out. Growth stalls.
But recovery services like Stretch Therapy open new doors:
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They appeal to a broader audience than just fitness enthusiasts.
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They generate recurring revenue at higher client values.
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They differentiate you from competitors who only sell workouts.
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They can stabilize a business that’s been stuck in the red.
As Evans puts it:
“If I was to do it over, I would have just opened a stretch studio vs a third location. You can literally make more money with less headache. It’s not about top line, it’s about bottom line. Two tables at $800 each is a one-time expense. The revenue potential is massive.”
Key Takeaways for Gym Owners
If you’re a gym owner, here’s what you can learn from David’s presale success:
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Don’t ignore recovery. People are willing to pay for feeling better, not just looking better.
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Think business within a business. Treat new services like standalone profit centers, not add-ons.
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Presell everything. Don’t wait until you launch to build demand. Lock in revenue early.
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Aim for high client value. $305/month per client can change your bottom line faster than chasing dozens of $99 memberships.
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Diversify your revenue streams. The future of gyms isn’t just training — it’s training + recovery + wellness.
Conclusion: A Model for the Future
David Bender’s story is proof that even in a saturated market, gym owners can reinvent their business.
By launching Stretch Therapy through presales, Contemporary Athlete secured $13,725 in monthly recurring revenue before launch and built a pathway to $25K/month by the end of Q4 2025.
It’s not just a win for David. It’s a blueprint for the industry.
Stretch Therapy isn’t a trend — it’s the future of fitness business growth.
