Secrets to Successful Gym Membership Sales

January 12, 2015

By: Jim Thomas

In many clubs we go into they have everything they need to be successful.  By simply changing the attitude, the process and fundamentals, things can start to change their sales volume right away.

Here are some things to consider:

Telephone Inquiries and Log Sheet.  Be sure every inquiry is logged in.  First, this will tell you exactly what kind of phone response you are getting.  Don’t leave this to guesswork.  Second, monitor the salespersons effectiveness on setting the appointments and show percentages. We find that clubs are getting more phone response that they realize.  This one step alone will improve your performance.

Always, always agree.  You want to eliminate such words as no, not, never, can’t, won’t, don’t from your vocabulary. It’s nearly impossible to get agreement when you have disagreement and so many salespeople sell from a standpoint of disagreement. This doesn’t commit you to anything; it simply means you have the same opinion.  Mary, I understand, I have said the same thing myself from time to time, now, let’s get you started.  Be agreeable at all levels of communications, watch the difference it makes.

Show membership options to every prospect.  Regardless of circumstances, be sure and present membership options to every prospect that enters your club.  If you start to prejudge, you’ll lose sales.  A good rule to follow is to treat all prospects like buyers.

Give the prospect what they came in for.  We see this one a lot.  The club offers a free week trial or a paid trial through Groupon or something similar.  The key here is to give the prospect what they came in for right when they come in.  Don’t give it to them AFTER they decide they don’t want to join.  This will put the prospect at ease and simplify the sales process.

The Second Sale.  This will be one of the easiest sales you will ever make.  Once the new member has joined, be sure you are offering such things as personal training, apparel, nutrition, etc.  Most sales people never do this. Additional purchases will also help solidify the membership sale.

Volunteer to handle all complaints.  Successfully handling a member complaint is the highest level of service you can provide and great opportunity to make another sale.  Upgrades, add ons, personal training or whatever you club has to offer.  There are sales to be made every day from this valuable source.

Now, go close a sale!

Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting and turnaround firm specializing in the fitness and health club industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars and workshops across the country on the practical skills required to successfully build teamwork and market fitness programs and products. Visit his Web site at: or