THE VAULT · Revenue Model
Last updated: 2026-07-28 Status: Planning
Revenue Architecture
Nine distinct revenue lines. Three are membership-correlated (grow with member count). Three are transactional (grow with foot traffic + program buildout). Two are B2B (contract-based, lumpy). One is IP/event (annual).
| # | Revenue Line | Type | Pricing | Y3 Target |
|---|---|---|---|---|
| 1 | Membership | Recurring | $299/$499/$999/mo | $4,560,000 |
| 2 | Personal Training | Transactional | $150-$250/session | $1,920,000 |
| 3 | Private Studio Rental | Transactional | $60-$125/hr | $1,080,000 |
| 4 | Class Drop-In | Transactional | $45-$65/class | $420,000 |
| 5 | Corporate Wellness | B2B Contract | $15K-$40K/yr | $420,000 |
| 6 | Retail Micro-Boutique | Product | $85 avg ticket | $660,000 |
| 7 | Digital Membership | Recurring | $49-$99/mo | $180,000 |
| 8 | Vault Invitational | Annual Event | Sponsorship + tickets | $120,000 |
| 9 | Café | Transactional | $12-$20 avg ticket | $240,000 |
| Total | $9,600,000 |
Line-by-Line Detail
1. Membership
Pricing tiers: - Access ($299/mo): gym floor, recovery suite, 4 classes/mo included - Studio ($499/mo): unlimited classes, private studio hours (4/mo), PT discount - Black Card ($999/mo): all access, unlimited studio, monthly PT session included, event priority, guest passes
Member ramp:
| Month | Access | Studio | Black Card | Total | Blended MRR |
|---|---|---|---|---|---|
| M1 (open) | 40 | 20 | 5 | 65 | $27,890 |
| M3 | 80 | 45 | 10 | 135 | $57,135 |
| M6 | 150 | 90 | 20 | 260 | $110,080 |
| M9 | 220 | 140 | 35 | 395 | $169,230 |
| M12 (Y1 end) | 270 | 165 | 40 | 475 | $202,290 |
| M18 | 310 | 220 | 70 | 600 | $259,030 |
| M24 (Y2 end) | 330 | 255 | 85 | 670 | $291,080 |
| M36 (Y3 end) | 360 | 320 | 120 | 800 | $380,000 |
Y3 ARR: $4,560,000
Founding member pre-sale strategy: - Target 100 founding members before open day - Founding price: $199/mo (Access) or $399/mo (Studio), locked for 24 months - Cap at 100 founding memberships; scarcity is the marketing mechanism - Founding member ARR reduces ramp risk; revenue starts before doors open
2. Personal Training
Pricing: - Standard session (60 min): $150-$175 (member) - Premium session (60 min): $200-$250 (specialty/non-member) - Package pricing: 10-pack at 10% discount
Volume ramp:
| Year | Monthly Sessions | Avg Price | Monthly Revenue | Annual Revenue |
|---|---|---|---|---|
| Y1 (avg) | 100 | $175 | $17,500 | $210,000 |
| Y2 (avg) | 360 | $185 | $66,600 | $799,200 |
| Y3 (avg) | 800 | $200 | $160,000 | $1,920,000 |
Trainer capacity: 4 FT trainers at Y1, growing to 8 by Y3. Revenue split 50/50 (employee) or 40/60 (contractor).
3. Private Studio Rental
Use cases: content creation, solo practice, small group training, podcast/video production, rehearsal
Pricing: - Member rate: $60-$90/hr - Non-member: $95-$125/hr - Half-day block (4 hrs): $280-$400 member / $350-$500 non-member - Full-day block (8 hrs): $500-$700 member / $650-$900 non-member
Volume ramp:
| Year | Monthly Room-Hours | Blended Rate | Monthly Revenue | Annual Revenue |
|---|---|---|---|---|
| Y1 (avg) | 250 | $70 | $17,500 | $210,000 |
| Y2 (avg) | 550 | $80 | $44,000 | $528,000 |
| Y3 (avg) | 900 | $100 | $90,000 | $1,080,000 |
The broadcast-ready main floor commands a premium: $150-$250/hr for production bookings. Not included above; captured in Y2 expansion upside.
4. Class Drop-In
Pricing: $45-$65 per class
Class menu: - Exotic/pole fitness levels (L1-L4) - Heels choreography - Strength + conditioning - Yoga + mobility - Dance cardio
Volume ramp:
| Year | Monthly Drop-In Classes | Avg Revenue/Class | Monthly Revenue | Annual Revenue |
|---|---|---|---|---|
| Y1 (avg) | 12 classes/wk | $300 | $14,400 | $172,800 |
| Y2 (avg) | 20 classes/wk | $400 | $32,000 | $384,000 |
| Y3 (avg) | 25 classes/wk | $560 | $56,000 | $420,000 |
Note: Y3 figure is intentionally conservative. Most Y3 clients are on membership plans. Drop-in serves new visitors and one-time guests.
5. Corporate Wellness
Contract structure: Annual service agreements. Access tiered by headcount and usage.
Charlotte B2B targets: - Tier 1 ($40K/yr): 1,000+ employee HQ - Tier 2 ($25K/yr): 250-999 employees - Tier 3 ($15K/yr): boutique firms, law firms, real estate offices
Deliverables per contract: dedicated member allotments, quarterly wellness days, programming, reporting
Ramp:
| Year | Active Contracts | Avg Value | Annual Revenue |
|---|---|---|---|
| Y1 | 3 | $20,000 | $60,000 |
| Y2 | 8 | $25,000 | $200,000 |
| Y3 | 15 | $28,000 | $420,000 |
6. Retail Micro-Boutique
Category mix: - Branded VAULT apparel (40% of SKUs) - Pole/heels footwear + accessories (25%) - Recovery tools, supplements, wellness consumables (20%) - Third-party luxury athletic brands (15%)
Economics: - Avg ticket: $85 - Gross margin: 55-65% - Turns: 60-day target; no slow-movers held past 90 days
Ramp:
| Year | Monthly Transactions | Avg Ticket | Monthly Revenue | Annual Revenue |
|---|---|---|---|---|
| Y1 (avg) | 350 | $75 | $26,250 | $315,000 |
| Y2 (avg) | 600 | $80 | $48,000 | $576,000 |
| Y3 (avg) | 800 | $82 | $65,600 | $660,000 (est.) |
7. Digital Membership
Concept: Access to recorded classes, programming libraries, community platform, coaching content. Serves national audience and alumni who relocate.
Pricing: - Digital Access: $49/mo - Digital Studio: $99/mo (includes 1 live virtual coaching session/mo)
Ramp:
| Year | Members | Avg Price | Monthly Revenue | Annual Revenue |
|---|---|---|---|---|
| Y1 | 50 | $55 | $2,750 | $33,000 |
| Y2 | 200 | $65 | $13,000 | $156,000 |
| Y3 | 300 | $50 | $15,000 | $180,000 |
Digital is a long-term IP play, not a Y1 focus. Build content library during Y1 naturally; launch digital tier at Month 6+.
8. The Vault Invitational (Annual Event IP)
Structure: TWG produces the event. VAULT earns venue, sponsorship, and ticket revenue. TWG bills a separate production fee (not captured in VAULT P&L).
VAULT-side revenue: - Venue/floor rental to the event: $30,000-$50,000 - Title sponsorship packages (co-sold with TWG): $30,000-$60,000 - Ticket revenue (VAULT allocation): $20,000-$40,000 - Vendor/activations on floor: $10,000-$20,000
| Year | VAULT Event Revenue | Notes |
|---|---|---|
| Y1 | $0 | Building year; internal pilot only |
| Y2 | $60,000 | Soft launch; 200-person invitational |
| Y3 | $120,000 | Full production; 500+ capacity |
9. Café
Concept: Health-forward café (smoothies, cold-pressed juice, protein meals, supplements, non-alcoholic functional beverages). No full kitchen required; more grab-and-go + made-to-order light menu.
Economics: - Avg ticket: $14-$18 - Transactions/day: 40-80 (tied to floor traffic) - Labor: 2 FT equivalents; outsource to established operator optional
Ramp:
| Year | Monthly Revenue | Annual Revenue |
|---|---|---|
| Y1 (avg) | $10,000 | $120,000 |
| Y2 (avg) | $16,000 | $192,000 |
| Y3 (avg) | $20,000 | $240,000 |
Revenue Summary by Year
| Revenue Line | Y1 | Y2 | Y3 |
|---|---|---|---|
| Membership | $1,952,280 | $3,222,960 | $4,560,000 |
| Personal Training | $210,000 | $799,200 | $1,920,000 |
| Private Studios | $210,000 | $528,000 | $1,080,000 |
| Class Drop-In | $172,800 | $384,000 | $420,000 |
| Corporate Wellness | $60,000 | $200,000 | $420,000 |
| Retail | $315,000 | $576,000 | $660,000 |
| Digital Membership | $33,000 | $156,000 | $180,000 |
| Vault Invitational | $0 | $60,000 | $120,000 |
| Café | $120,000 | $192,000 | $240,000 |
| TOTAL | $3,073,080 | $6,118,160 | $9,600,000 |
Sensitivity Table (Total Revenue)
| Scenario | Y1 | Y2 | Y3 |
|---|---|---|---|
| Bear (members 20% below plan; non-member lines 25% below) | $2,214,618 | $4,405,075 | $7,296,000 |
| Base | $3,073,080 | $6,118,160 | $9,600,000 |
| Bull (members 15% above plan; non-member lines 20% above) | $3,680,358 | $7,363,894 | $11,520,000 |
Bear case still generates $2.2M in Y1. Cash position must be funded to absorb the ramp regardless of which scenario materializes.