Extending the Performance Ecosystem
Life Time has already proven demand for clinical optimization. This partnership captures it at scale — inside the club, through trainers, via telehealth — unlocking recurring revenue without operational burden.
Life Time has already validated the demand
Life Time has already validated demand for hormone and metabolic optimization through MIORA and digital channels. Your 2026 wellness survey confirmed it: longevity is a leading health motivation (33.2%), strength training is the #1 goal (42.3%), and members are combining training with medical optimization at scale.
The opportunity now is to capture that demand where conversion is highest — inside the club. Digital captures interest. In-club converts it. Trainers drive adoption. Members trust in-person. Heyday provides the scalable telehealth infrastructure to make this work across 180+ clubs and 2.75 million digital subscribers — without operational burden on Life Time.
The Optimization Gap
Men training 4+ days per week represent a gym's most dedicated members — and the segment most likely to experience unexplained plateaus, persistent fatigue, and declining recovery. The clinical explanation: testosterone declines 1-3% per year after age 30. By 40, many highly active men are training at a hormonal disadvantage no program can overcome.
A man with total testosterone of 320 ng/dL training 5 days per week will plateau regardless of programming quality. Restore his levels to 700+ and the same program produces measurable gains in 8-12 weeks.
Clinical Outcomes: TRT + Resistance Training
| Outcome | Training Only | TRT + Training | Delta |
|---|---|---|---|
| Lean muscle mass (12 wk) | +1.2 kg avg | +3.6 kg avg | +200% |
| Body fat reduction (12 wk) | -1.8% | -4.2% | +133% |
| Recovery time (subjective) | Baseline | 38% faster | Sig. |
| Training consistency | 3.8 sessions/wk | 4.6 sessions/wk | +21% |
| Member retention (annual) | Industry: 71% | Optimized: 89% | +18 pts |
Data synthesized from published meta-analyses (Bhasin et al., NEJM; Testosterone Trials). Retention modeled. Individual results vary.
Untapped Revenue Inside Existing Membership
This is not a healthcare add-on. It's a performance multiplier for every revenue stream inside the club. When members optimize hormones, they train harder, stay longer, buy more personal training, and engage with more programs. The clinical layer compounds everything Life Time already sells.
Plus increased PT client retention, higher program engagement, and reduced member churn — additional upside that compounds on top of the revenue share.
Three Phases: Test, Learn, Scale
A phased rollout designed to prove value at low risk before either party commits at scale. Every phase has a clear KPI gate before advancing.
Digital Demand Capture
Targeted placements via Athlinks, Experience Life, and in-club digital screens to build awareness among male members 30-55. Digital captures interest and drives consult requests. Heyday funds all creative and media.
In-Club Conversion
On-site consult days at 2 non-MIORA clubs. Trainers drive adoption. Members trust in-person. Free metabolic screening for PT clients and weight loss participants creates immediate upsell into Heyday protocols and deeper engagement with Life Time programs. Zero cost to Life Time.
Scaled Revenue Share
Formal referral pathway: trainers and coaches refer qualifying members to Heyday telehealth. 15-20% of monthly subscription revenue per referred member, recurring. The model that pays for itself through retention uplift.
Phase 1 — Media Buy
Standard CPM/CPC rates. Heyday funds all creative and media spend. Performance benchmarked against Heyday's CAC targets.
Phase 2 — In-Club Activation
Heyday covers all costs. Life Time provides venue access and promotional support. Flat per-event fee + percentage of same-day enrollments.
Phase 3 — Ongoing Revenue Share
15-20% of monthly subscription revenue from every Life Time-referred member, paid for the lifetime of that member's Heyday subscription.
Member Retention Upside
Optimized hormones → better training results → higher satisfaction → lower churn. Heyday becomes a retention tool that pays for itself.
Strategic Fit With Life Time's Ecosystem
| Life Time Priority | How Heyday Serves It |
|---|---|
| MIORA Expansion | Telehealth fills the gap in 180+ clubs without MIORA. Members graduate to MIORA when clinics arrive in their market. |
| Member Performance | Optimized testosterone + managed weight = measurably better strength gains, faster recovery, improved body composition. |
| Weight Loss Programs | GLP-1 protocols pair with Life Time's coaching. Behavior change + metabolic support together deliver better outcomes. |
| Dynamic Personal Training | Trainers see clients plateau. Heyday gives them a clinical answer that keeps clients engaged and progressing. |
| Digital Ecosystem | 2.75M app subscribers can access Heyday without visiting a club — expanding monetization of the digital base. |
Complementary to MIORA — Not Competitive
Heyday is the scalable front-end for clinical optimization. MIORA is the high-touch, in-clinic upgrade. MIORA delivers the full concierge medicine experience — Metabolic Code assessment, 70+ biomarkers, in-person consultations, peptides, IV therapy, cryotherapy. Heyday is narrower by design: telehealth-only TRT and GLP-1 protocols at a lower price point for the 180+ clubs where MIORA doesn't yet exist. Members who start with Heyday and see results become pre-qualified MIORA candidates when clinics arrive in their market.
Co-Branded Mock Creative
Sample creative executions demonstrating how Heyday and Life Time co-branding would appear across Experience Life, in-club media, and digital channels.
The Member Journey
How a Life Time member flows from awareness to optimization — and how that maps back to engagement and retention for Life Time.
Trainer Identifies
PT notices client plateau despite good programming and compliance
Heyday Referral
Trainer shares HeydayMD link or member sees in-club creative
Telehealth Consult
Physician reviews labs, health history, training goals via video
Protocol Starts
TRT or GLP-1 prescribed, shipped direct, monitored ongoing
Results Compound
Better recovery, body comp, strength — training feels rewarding again
MIORA Upgrade
When available, member graduates to full MIORA concierge experience
Limited Test: Low Risk, Clear Signal
with defined KPIs
for in-person activation
for Phase 1 activation
Success metrics: Member enrollment rate from Life Time channels, member retention at 90 days, Net Promoter Score from participating members, trainer satisfaction survey, and impact on training consistency for enrolled members.
Exit clause: If the pilot doesn't hit agreed-upon thresholds, both parties walk away clean. No long-term commitment required until the model is validated.
You've already proven demand. This pilot is about capturing it more effectively, increasing member results, and unlocking a new recurring revenue stream — without operational burden.
Physician-Led Men's Performance Medicine
HeydayMD.com is a licensed telehealth platform delivering medically supervised testosterone replacement therapy and GLP-1 weight management programs to men 30-55. Every protocol is managed by board-certified physicians. Every lab is reviewed. Every adjustment is clinically supervised.
We are not a supplement brand. We are not a wellness influencer. We are a licensed medical practice with clinical credibility that protects Life Time's brand equity while extending its health optimization mission to every member nationwide.