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How to Develop Champion Staff

When it comes to running a studio, it's sometimes tough to tell if you’re your staff are living up to their full potential. Which is scary, considering our staff are usually the first points of contact with all customers and the face of your brand.

So you've screened them, you've hired them, they're on the floor -- how do you develop your gym staff's A-Team status? Here's some advice on how to most efficiently train and organise your gym staff to empower them to help reach your gym’s goals.

How to Hire

The best way to hire good people is by sticking to your gym’s core values and finding people who share your vision for the business. Your core values are the qualities that define your studio, the things you stand for, and make you different from everyone else.

  • Decide on 5-7 core values and advertise for staff using them.
  • Look for enthusiastic people who represent your company culture the way you do
  • Review applications and conduct your interviews always with your core values in mind

Know a STAR when you see one

The people who work in your studio will make or break your member experience -- be it your personal trainers, group instructors, sales team, reception or club managers. It goes without saying that members who are not made to feel welcome or valued by staff will eventually cancel their memberships.

Create a team of fun, positive and passionate people that are magnetic to be around.

Celebrate their success

Recognise excellent staff performance whenever you can, and grow in-house talent by promoting from within. Remember, recognition doesn’t always mean promotions or money, but instead can be certificates, social media posts or simply acknowledgement in front of their peers. Work milestones and staff successes with members are all reasons to celebrate, so keep the ball rolling by rewarding excellent performance regularly. This will have a positive effect on your facility: when staff feel appreciated and engaged, they will be more productive and passionate about your company. In turn, this positivity is reflected upon your members, and means that your staff are more likely to stay with your facility.

Train them up

After recognising, promoting, or hiring staff who align with your core values and who will enrich your members’ experiences, it’s our role to train them up and invest time into their development. Staff training is something most fitness studios under estimate, that is a highly valuable and crucial step used by every leading brand. Consistent staff training improves culture, it ensures that everyone in your staff understands their roles in the business, and enables them to feel like they contribute. I recommend weekly workshops to train key skills like sales, customer service and delivering your core values

Prepare staff for questions

Ensure your staff can use your CRM and all equipment to help with any minor issues or member questions ranging from cardio consoles, to Wi-Fi connectivity, to how to use your latest strength equipment or lockers.

 

 

 

 

NEED HELP DEVELOPING A CHAMPION TEAM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

7 Tips to Sell More Personal Training Sessions

Before reading on, take a look at these statements and see if you have said any of them

“I hate selling. I'm not a sales person, I'm a personal trainer”
” I give good workouts and that should sell itself”
” If these people just knew what I can give them, then they’d definitely want to buy from me”
“I don’t have time to sell.”
“It feels awkward trying selling personal training to someone. I don't like the feeing of failure every time someone turns me down.”

If you have, keep reading-- you’re in the right place.

As a Mentor to fitness business owners, and as a Gym Owner myself, I have heard the above statements over and over again. I've found that no matter what the facility is or where they are located, personal trainers tend to be unhappy when they get the ‘salesman’ tag. But the question remains -- how do you sell personal training without being a pushy sales person?

Here's my take on it...

1) Get their expectations straight
Perhaps the first time you meet a potential client is because you offered some type of free session or consultation. this seems to be the most popular thing now to get people through the gym doors. And while it’s perfectly okay, the difficulty now for most personal trainers  is how to steer the conversation towards purchasing a membership ro personal training sessions.

We’ve all been there when the client looks confused thinking they’re getting their free workout then going home straight after. The easiest way to avoid this is to simply tell your prospects what to expect even before they come in for that free session. As you set up the consultation time (either on the phone or in person) give your potential client a summary of what will happen during your meeting and how you will also be presenting them with membership options during the session.

Don't beat around the bush because you’re afraid of loosing a potential client. This is exactly what you need to be doing. Telling them beforehand helps you weed out the tire kickers and only target people who are genuinely interested in possibly training with you .

OK Laura, I'll see you tomorrow at 4.00pm for your fitness assessment. I’ll be asking you some questions about your health and exercise history and take your measurements. After that, we'll go through a sample workout, and at the end I’m going to show you the personal training packages we have so you know what we have to offer. I'll answer any questions you have for me then. Sound good? Great, see you tomorrow at 4.00pm”.

2) Ask the important questions
You must know the reasons why your customers need to buy into this, and the easiest way to do that is to ask! Here’s a list of questions you can use to get the conversation going and uncover your prospects true buying reasons.

“What made you decide to come in for a training session with me today?”
“What’s your experience with working with a personal trainer in the past ?”
“What happened to make you stop going?”
“What made you put off personal training until now?”
“What’s your number one fitness goal?”
“Why is achieving that important to you?”
“How long have you wanted to get this done?”
“What have you tried in the past to help you with that?”

3) Nip objections in the bud.
Objections are the part that most personal trainers get caught up in the most so naturally, this has become the number one question I get asked all the time.

If you’re waiting to ‘overcome the objection’ at the end of your presentation with a slick one-liner (or worse, a 12 step process) then you’re too late. Selling personal training and overcoming objections to a sale all boils down to, again, asking the right questions early on in the process. Without even realizing it, you’ll have the answer to any potential objections later.

Let’s have a look at an example objection and the questions you can ask beforehand to quash them. Remember, ask these questions way before you do your price presentation - ask after you get the objection and you lose your impact;

  • The Spouse Objection
    “Who will be your biggest supporter during your fitness journey?”
    “How long has he/she known that you’ve wanted to (insert goal)?”
    “What do you think they’ll say when you tell them you met with me today?”
  • The I-need-to-think-about-it Objection
    “How long have you been considering (having a PT/starting to workout/joining a gym) for?”
    “How long have you had this goal?”
  • The Money Objection
    “What have you tried in the past to help you with (insert goal)?”

4) Sell the benefits, not the features
People don’t buy from logic, they buy from emotion. This is why it's absolutely important to get to know your clients goals from an emotional standpoint during the Q&A part of your consultation. To avoid feeling and looking too salesy, don’t talk benefits during the consultation part, do it afterwards when you’re showing them a workout or even during the gym tour. Let’s have a look at the differences when selling personal training:

  • Feature: Train with a personal trainer three times a week.
    Benefit: Develop the discipline to help make sure you don’t fall off the wagon (again).
  • Feature: Learn the correct form and technique.
    Benefit: Reduce the risk of injury
  • Feature: Loose weight.
    Benefit: Keep up with kids.

5) Present prices based on what they told you
The golden rule when it comes to presenting prices for your personal training options is to make sure you’re never presenting more than three options. Any more than that leads to choice paralysis and your client genuinely needing to think about it. Presenting just up to three options creates a clear comparison, which gives consumers value perception.

For example if you tell a client it’s $60 an hour to train with you and they’ve nothing to compare it to, it’s unlikely they’ll see the value. However, compare $40 an hour for basic workouts, $60 for elite workouts and $90 an hour for premium workouts, that $60 doesn’t seem so bad now.

Make your sales presentation feel less ‘salesy’ by recommending a package based on the information  they told you and using their words, versus your opinion on what they should buy. Remember, providing a solution to their problem is so much easier then selling a service.

And don’t forget, you’re the professional here! Although it may not always feel like it, people want help in making their decision from a professional that knows what they’re talking about (that’s you!).

Try this;
Laura, based on what you told me earlier I have three packages that would suit your needs-basic, standard and premium. To get you to your goal of loosing 50lbs by your wedding in December, I would recommend the standard package. However, the choice is yours. Which one of those options would work best for you?

6) Satisfaction guaranteed!
Hopefully, at this point, your new client has her credit card in hand and is ready to start training with you. But like you, I’ve been around the block enough times to know that it can take more than a great Q&A session and a seamless price presentation to get your next paying client.

The number one reason why people don’t buy is because of fear. Fear that they might:
a) get in trouble with someone else (spouse objection),
b) find it cheaper somewhere else (I need to think about it/money/I want to shop around objection), and/or
c) find that it won’t work (money/commitment objection).

You can eliminate ALL of these fears with a guarantee.

After working with hundreds of fitness business and personal trainers, their first reaction is they don't want to tell clients about the gym's refund policy because they're worried every single client will attend for a bit then claim a refund. I promise, for every person gets a refund, you’ll have at least five others who signed up with you that otherwise wouldn’t have -- simply because of the comfort of knowing there’s a guarantee.

Try this on for size next time:

Laura, I completely understand that you’d like to speak with your husband before making a decision. So I’m glad to let you know about our comfort guarantee. If you go ahead and purchase these sessions today, if for whatever reason you change your mind within the first three sessions, you’ll get 100% of your money back! So not only do you get a chance to try it out and see if it’s for you, if your husband still isn’t on board I’d be happy to give you a full refund”.

7) It doesn't hurt to ask and ask again.
Think about this -- 44% of people give up after the first no, but yet 80% of prospects say no four times before they say yes.

Nobody likes going down the rabbit hole of desperation when a client says ‘no’, but it is important not to give up after the first objection. Go back to what you talked about earlier and remind them of what they told you--not what you think is best for them.

“Laura, when we spoke earlier, you said you’d already been thinking about this for a year. Let’s not wait any longer to get you to your 20lb weight loss!”
“Laura, when we spoke earlier you said your husband would be your biggest support in all this and that you’ve already been talking to him about this for a long time. Let’s get you started!”
“Laura, when we spoke earlier you said that you’ve been trying to loose this 20lbs on your own for more than six months. Let me help you get there!”

The number one reason personal trainers tell me they don’t follow up with clients who've already said no is because they don’t want to be that annoying person from the gym who’s “just checking in to see if you’ve changed your mind”. Avoid this by coming up with a follow up plan and getting permission to stay in touch.

“Laura, how much time do you need to think about before you make a decision?”
“When will you get a chance to talk to your husband about this?”
“When will you be finished shopping around?”

Then solidify a follow up time, either in person or on the phone.

“Let’s set up a time to follow up so you can let me know what you decide. You said you’ll be speaking to your husband tonight so lets arrange to meet back up here tomorrow at noon, or I can call you if that is more convenient, how does that sound?”

And most importantly- follow up when you say you’re going to follow up!

Follow the above steps to make the process of selling personal training a whole lot easier and getting back to doing what you love most-training people!

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

Crucial Marketing Stats That Gym Owners Should Know

Creating content and picking the perfect platform to get your material out there has quickly become a must for marketing your fitness business.  If you aren’t getting yourself in front of your target audience, well, this is the best time to do it.

Why you say?  The fist stat will explain that for you. 

Here are 15 important industry findings that will help you strategise your marketing:

On Adding Value

  1. Though content marketing costs more than outbound marketing, it has been proven to generate more leads.  Content marketing includes social media, blogs, emails, videos, etc.  This involves creating online material that will add value to your target audience’s life and spark their interest in your gym’s brand.

On the Significance of Content Marketing

  1. More than 60% of marketers who create AT LEAST one new content every day won't find it as challenging to get leads as those who create content inconsistently (eMarketer)
  2. The conversion rates are 6 times higher for those who adopt content marketing, than those who don’t (Aberdeeen)
  3. About 61% of consumers say that they will be more likely to purchase from businesses that provide custom content (Dragon Search)

On using email as a marketing tool

  1. Using email as a marketing tool has twice as much ROI than plain old cold calling (Close.io)
  2. Roughly 53% of emails will be opened on a mobile device, so it would be wise to make your emails mobile friendly (Campaign Monitor)
  3. Using subject lines bearing the recipient's name are more likely to be opened by 2.6% (Close.io)

On publishing blogs

  1. Contents for blogs are getting more lengthy and more visual.  On the average, a blog post has a length of about 1,050 words per topic. (Orbit Media Studios)
  2. Using longer blog posts will generate 9x more leads than shorter ones. (Curata)
  3. Businesses who actively post blogs receive 55% more site traffic than those who don’t publish regularly (HubSpot)

On Live Streaming

  1. People are willing to spend 3x more of their time watching live videos than viewing pre-recorded ones – Social Media Today
  2. Live videos are growing more than other types of online videos, with a marked increase of 113% in growth every year (Livestream)
  3. 10 times more Facebook users comment on live videos than regular ones. (The Motley Fool)

On Social Media Marketing

  1. Video ads with captions increases viewing time by 12% (Facebook)
  2. Using video posts have a 135% broader reach than using photo or plain text (Social Media Today)

While paid marketing still has its place in any successful fitness business marketing campaign, content marketing is still the cheapest--and now also the highest converting--marketing strategy. Strategies that add genuine value like emails, blogs, and live streaming with your target audience will not only qualify your leads, but ensure a consistent lead flow throughout the year.

Please leave a comment below and share which one of these tips you find most useful.

Thanks in advance!

 

Steve

Ps: Need a bit more Clarity or Support to help grow your fitness business?

Book a 10minute phone chat  HERE

When you feel overwhelmed as a Business Owner

As a gym owner myself, I know there are days and even months sometimes when you get frustrated and it’s easy to feel like all your effort and hard work isn’t getting you anywhere.

To make things worse, as a small business owner with staff and working in customer service, we also get member complaints and negative feedback which adds to the stress.

The reality is, it’s not easy. 

We need to work hard and consistently look for education and strategies that allow us to be smarter and more effective when ‘Marketing’ our service, ‘Selling’ our product and managing our ‘Teams’. The key is to just stick at it when everyone else quits and the secret to sticking it out, is remaining positive and above all protecting your head space 

Below are 8 practical strategies I use to handle stress and cope with overwhelm. 

The Richard Branson method 

This strategy is a head space. Richard Branson suggests to treat set-backs as a challenge and make it a game. Rather than feeling stressed or making it a negative energy, he sees challenges as roadblocks that would have stopped his competition and welcomes them as opportunities for his brands to get in front.

Meditation or Breathing

When you feel over whelmed. STOP. Take 10 deep breathes, super saturate your cells with oxygen and sit for 3 minutes without moving. Visualise your day and getting 3 important tasks done. What goes first, what goes next. This process sounds too simple to be effective, but more and more successful entrepreneurs practice daily breathing rituals.  

Chunking

Break each project task in smaller chunks and allocate time in your diary to get it done. Chunking allows you to feel progress and use 1-hour blocks of time on the top 3 most important tasks each day.

Be Proactive  

Planning key tasks like ‘lead generation’ and ‘recruitment’ before each quarter allows you to be strategic and calm to execute, rather than posting random Facebook ads last minute that rarely work or hiring when you are desperate.

Be the Rock

Showing a steady hand at the helm makes the team steady too and demonstrates how to behave. If you don't feel steady, you need to Fake it at first. 

Don’t worry about what u can’t control

Accept that staff will turnover and sometimes let u down, except that members will move out of area and competing gyms will open across the road, BUT stay positive and focus your energy on what YOU can influence.

Choose the company you keep

Surround yourself with a great network of other hard working and innovative business owners. This allows you to keep things in perspective and problem solve daily challenges as they arise.

Create 1 line of defense

This is between you, your staff and your members. i.e. Positioning a senior trainer or manager to handle member complaints, billing issues and staff questions will help you focus on the ‘big picture’ business metrics like lead generation, sales conversion, retention and recruitment and ultimately help provide longevity in the industry.

Please leave a comment below and share which one of these tips you find most useful.

Thanks in advance!

 

Steve 

Ps: Need a bit more Clarity or Support to help grow your fitness business?

Book a 10minute phone chat  HERE

14 Ways to Minimise the Tax Bill for Your Gym

  1. Claim everything you are entitled to: Make sure you know what you can claim. For example if you are on the road for work (or work outside) you can claim sunscreen so if your foundation, lip-balm or moisturiser has an SPF factor then you may be able to claim it. You can also claim home office, internet, travel, training, handbags, food when travelling overnight and so much more.
  2. Get on the cloud: Once upon a time you had to keep every paper receipt tucked away in an envelope in an overstuffed filing cabinet. Now you don’t need to keep paper receipts and all of your deductions can be stored safely in the cloud. If you’re a business you might want to consider a cloud based solution such as Xero, Quickbooks or MYOB.
  3. Pay for deductions prior to 30 June: This one seems obvious but every year I meet so many people who simply forgot about buying a new computer, upgrading their mobile phone or making a donation until after 1 July when it’s too late.
  4. Small business concessions. If your turnover is less than $10million you can write-off in full any asset that costs up to $20,000, pool assets and use simple inventory valuation methods. Don’t let your accountant be lazy.
  5. Delay invoicing before 30 June: If you know that a customer pays you promptly and you will receive the money before 30 June then delay invoicing until 1 July.
  6. Incur Expenses: Many small business owners think they need to pay for an expense to receive a tax deduction but all you need to do is incur it (or receive the bill dated prior to 30 June). So order any equipment, stationery, materials you need and make sure you receive the bill dated on or before 30 June.
  7. Prepay expenses: If you’re a small business you might consider prepaying expenses such as rent or insurance up front to twelve months.
  8. Stock on Hand: If you have slow-moving stock then consider writing it off prior to 30th For the rest of your stock, you have the choice of valuing it at actual cost, replacement cost or market value so make sure you choose whichever will give you the lowest price.
  9. Pay super: If you have staff, pay their superannuation before 30thJune to receive a tax deduction this year and pay super for yourself.
  10. Revisit your Structure: Is your business in the most tax effective structure? If you are a sole trader then you have no choice but to pay tax on all the profits of the business whereas this is not the case for other structures such as partnerships, companies or trusts. There’s also asset protection implications that are worth considering for changing structure and while insurance can protect you, trading via a company or trust can provide another layer of protection.
  11. Logbooks: Make sure your log books are up to date. For cars this means your log book needs to be less than five years old. If you’re in a Company or Trust structure and you own cars in that entity, consider keeping a log book on those vehicles now thanks to changes to FBT which means the number of kilometres travelled is now irrelevant to the percentage your FBT is calculated on. A 20 per cent flat rate applies when calculating a car fringe benefit regardless of how many kilometres the vehicle travels annually.
  12. Consider the year ahead. If you know that next year you’re going to drop income because you’re going on maternity leave or to travel, it may be worthwhile to prepay expenses while your income is higher. Ie. travel, insurance, interest on loans up to 12 months.
  13. If you sold your business this year it’s incredibly important to tax plan now. You may be entitled to capital gains concessions but you need to trigger some of them before 30 June.
  14. Family Trust Resolutions. It’s now mandatory for discretionary trusts to have a written trustee resolution before 30 June showing the intended distribution of income to family members.

For further ideas on deductions you maybe eligible for – also check out my tax tips blog from last year

Need help generating MORE QUALITY LEADS for your fitness studio - Click HERE

 

ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

5 Ways to Grow Your Instagram Followers Fast

The Instagram game has changed and its harder to get followers in this platform. Are you wondering how to get more Insta followers for your gym? Don’t worry, its not just you who is seeing less and less audience reach, everyone is.

If you want to get your fair share of Instagram followers, you need to create a fresh perspective and strategy. Here are 5 tips to help you conquer the constant change in the Instagram algorithm and get your gym more Insta followers:

1. Complete your Instagram profile and invest on its aesthetics
Pay attention to what your Instagram feed looks like. Your Instagram business profile is your first opportunity to make a great impression and entice your target audience to hit the “follow” button.

Imagine going through different photos in your explore feed when you browse using your favorite hashtag. Once you see something interesting, you move over to their feed and you wonder what they do? But if they see just a bunch of emojis in your bio, and the feed is all over the place, would you follow that person? Probably not.

How do we change this? Make sure to create a consistent brand story throughout your profile and you will turn your casual visitors into engaged followers. Your profile is a reflection of your brand and if you do it right, it will not be hard to convert.

Take note as well that your Instagram profile is now becoming your new homepage since more and more people are using Instagram instead of other platforms such as Facebook or Google. This means that you have to put in more effort into the visuals you put out for your gym in Instagram.

To create a great first impression, remember:

  • Your Insta feed should be consistent and followers should know exactly what to expect when they follow you.
  • Use Instagram Stories Highlights to introduce your brand and treat it like a movie trailer for your gym product or service. Use this to put your best content out there!
  • Have an eye-catching bio, focus on your target customer and highlight how your Instagram profile can help them.
  • If you want to go a step further, create an ABOUT section in your highlights and introduce yourself. This will allow followers to get to know you and your business better and know what to expect from your feed.

2. Get more exposure by using your Instagram Stories
You may not know this, but Instagram stories appear in the explore feed which means that people who are not following your feed also get a chance to see your posts, and if they like what they see, they might just follow you!

To make your story appear as a public Instagram story, make sure to add a relevant hashtag and add your location. Its easy, just click the hashtag and location sticker and add it in!

3. Get more followers by using the right hashtags for your posts
Think of hashtags as categories and classify your products accordingly. Also, choose hashtags with a purpose. Come up with hashtags for the purpose of your account, your target market, and your location. Then, you can also add specific hashtags like your gym name, or something unique only to you.

4. Get your gym featured outside Instagram
Spend time to promote your Instagram account in other platforms. When people see your brand online, they usually would look you up on Instagram even before they search for you in Google. Getting your business featured in someone else’s blog or podcast, for example, are awesome ways to get more followers. Always take advantage of this opportunity to plug your Instagram account and offer your link.

When you have a regular newsletter that goes out to your target audience, find creative ways to start linking your Instagram account.

5. Boost to a new audience
Although Insta ads are not as popular as Facebook ads, its not a bad idea to invest in boosting your Instagram posts by running your own ad campaign. Boosting a post in Instagram is not as difficult as putting out a Facebook ad and setting up a business manager. All you need to do is go into your post and click on PROMOTE. Instagram will pull in a similar audience to those who follow you and share that post to them and will appear as a “sponsored” post with a call-to-action button

The Instagram algorithm continues to make an impact and its important to be more and more strategic in order to get more followers. Hopefully, these tricks can help your gym stay ahead of the competition

Need help generating MORE QUALITY LEADS for your fitness studio - Click HERE

 

ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

How to Improve Sales for Your Gym

For many fitness studios, increasing sales consistently throughout the year can be a challenge, but with a little planning, the right tools, and an ongoing engagement strategy, this sales inconsistency can be lessened.

Here are my top tips for increasing gym membership sales throughout the year:

1) Keep track of member reviews

Thanks to the internet, most prospects now read online reviews, and this may have a huge impact in increasing your gym membership sales. Online reviews for your gym inform prospective members about your gym’s services, staff, facilities, and culture when they’re searching for a new gym to join.

Reviews help build trust, and increase your search engine optimisation (SEO) ranking. SEO is how search engines ranks your website among all other listings. Google Reviews specifically, can get you ahead of your competitors because gyms with more Google reviews will rank higher in search results than those without.  

If you are don’t have enough reviews, an incentive program is a great way to encourage your members to leave positive online reviews. Freebies like smoothies, protein bars, or free classes will motivate members to leave positive reviews and create a positive outlook for prospective members during their research process.

 

2) Everyone loves a healthy competition

Offer individual and group challenges to your members to motivate them to reach their goals. At the same time, this is a great advertising opportunity to reach prospective members.

What kind of challenges can you create for your members?

Try the Miles Challenge that tracks the most miles traveled by a member during a set time frame. Have them log their minutes/hours spent on cardio equipment like treadmills or ellipticals and, at the end of the period, the member with the most miles tracked wins a prize such as a free month of classes, personal training sessions, or gym branded workout gear.

The always popular Weight loss challenge is a fun and motivating way to get your members engaged and working towards a goal. Choose a timeframe, have your members weigh in on Day One, and track their progress on a large whiteboard in your gym with names and the % of weight they each member has lost. This will motivate members when they see their progress compared other members’ progress.

Encourage your members to post their workouts and progress on social media and check in at your gym throughout the challenges. This is a great way to hold them accountable and generate free advertising for your facility.  

 

3) Prep Your Sales Team

Make sure your sales team knows what your overall objective is for the year and arm them with the tools they need to bring in the most members. Tips to increase gym membership sales:

  • Host in-club events - celebrate members appreciation day and allow members to bring a guest to allow your sales team to communicate with prospects
  • Partner with local businesses - have local businesses in your area hand out free guest passes to your event
  • Offer a membership referral program - if a member refers a friend they’ll get a free smoothie or personal training session
  • Attend community events/tradeshows - allow your sales team to attend a health fair or fitness convention to prospect

 

4) Communicate and Automate

Communication is key when it comes to following up with prospects. Make absolutely sure that your front desk staff and/or sales team are getting the proper information like  names, phone numbers, and email addresses so they can follow up with prospects. For marketing purposes it’s also great to ask how they heard about your gym. When following up with a prospect you’ll want to offer an action item, such as a free personal assessment, a tour of your gym or a free week pass.

 

5) Implement Gym Membership Software

By implementing a gym management software solution, you can easily add, track, convert and engage with prospects. You can track your gym’s data through easy-to-use graphs, charts and reports on a simple dashboard, plus cut down on the amount of time and work and employee has to put in with automated reporting and dashboards.

 

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

 

The Fundamentals of Selling Gym Memberships

Trial memberships and demo classes are some of the most reliable methods of attracting prospective members to visit your fitness studio. IHRSA released data suggesting up to 63% of the people walking past your gym each day wish they could exercise and free trials are a great way of getting them through the door. Unfortunately, though, some people still do not sign up after a free trial period and walk away rather than join at the end.

Even more unfortunate? The reason they are not joining is probably more your fault than theirs.

Because while getting bodies into the gym with a free pass is a great strategy, it’s what you and your staff do during--and after--that trial period that takes those fence sitters and turns them into members.

1. Give out Free Trials

Everybody likes free stuff. And, while you may want to attract as many people as possible, you may be better off in the long-run attracting fewer, more qualified leads. Offering a day or a week for free is great, but you can also try offering a month at 50% off. You can also do this for group or PT sessions as well. This clarifies two things for you:
You weed out the slackers. A person who is willing to pay for a trial membership is more likely to be willing to pay for a full membership.

You have more time to impress. A short-term free pass might not give you a fair chance to show them what you’ve got. In fact, you might get more objections from someone who only walks in for a day, rather than someone who experiences your culture for a month.

2. Show them some love

Every member and prospect should be handled with care! Always have a greeting ready, make sign-ups and check-ins a breeze, clean your facilities and equipment and, of course, deliver the best results.

3. Nothing falls through the cracks

Set your sales team up for success by having an automated follow up system in place for when leads finish the trial period. Have an automated email go out the day after the first trial day and ask how the workout went. Call the prospect a few days later for some feedback and a great follow up offer like a free PT session or to bring a friend on their next visit.

If your team isn’t using a solid lead management plan, then your prospects might be falling through the cracks. Make sure you check to see if they’ve come in, when they came in, and what classes they took, so you can tailor your sales pitch to them and get them to join.

4. Keep tabs on dropouts

Not everyone joins immediately after using a free gym pass. Sometimes it takes a while and that’s fine--as long as you don’t forget them. Add them to a lead nurturing workflow. Let them know what’s going on in the club through emails or SMS messages, and send them the occasional offer meant for leads like them who have already done a trial at your gym. Follow-up calls and updates will help keep your gym top of mind and a step ahead of the competition.

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

Transform Your Gym into a Lead Generation Machine

It's always a challenge for fitness businesses to get new leads and to keep them coming.  So I’ve put together 4 of what I found to be the most effective strategies that you can apply today to help sustain your lead generation and to continuously bring in more clients.

Queue up your Videos

Using videos when posting on social media gets way more engagement then images or texts alone.  In fact, videos get 1200% more shares than using then images or text COMBINED!

Post fun and engaging videos your audience will want to watch more of. Videos allow you to articulate more about your business: Eg. Group Classes, Facebook Live with a trainer, or a quick Q&A session. This type of content encourages your viewers to leave questions in the comments that you can address in real time.

Also, remember that posting native videos are always better than directing your viewers to an external site such as Vimeo or YouTube. Native videos play automatically on the page and your viewers won’t have to click them.

Fire up your Landing Pages

Most gyms run ads and take people directly to their website when they click. Unfortunately, your 10+ website pages only act as a distraction to a potential lead.  Landing pages increase opt-in and conversion when prospects see your offer and ALL the information they came for in one spot— AND nothing else.

Tools such as ClickFunnels and Leadpages will help you convert more leads for your gym even if you don’t have any experience in web design. They allow you to create separate landing pages for each offer that you run, and gives you information on the conversion rate so you split test which one works best.

Create Custom Audiences

Have you ever heard of custom audiences in Facebook? These lists allow you to segregate your audience into groups and send targeted marketing to each of them. Cool huh! These are usually the people who have already showed some interest in your business by either visiting your website or your landing pages. Creating custom audiences for your gym helps get your ad in front of the right people and maximises your ad spend.

Automate, automate, automate

Automation makes lead generation faster and allows you and your team to have more time to accomplish other tasks.

For example, if someone opts in to your landing page, you can send out an automated SMS and email to follow up with them and have them schedule their first free personal training session. Once you have a solid drip campaign in place, your leads will have the impression that they are receiving personal emails.

 

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is  the first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a Buyers Group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

4 WAYS TO CLOSE MORE SALES FOR YOUR GYM

As a gym owner, you’re also, realistically, a salesperson. Think about it, you are constantly selling people on your service. You even sell your staff on how awesome your company is so they would want to work with you.

Here are 3 simple strategies to help make sure you close more of your leads. Remember, these are people who are not paying members at your gym. But use these tips and you can quickly change that to pack your studio.

1. REAL TALK

Most people who show interest in your gym are probably hesitant the first time they walk in and you attempt to strike up a conversation with them. Normally, they would expect a sales pitch from someone who probably just wants their money.

A lot of gym owners find it difficult to be effective salespeople because of that notion. The key to making a breakthrough with these leads is to offer them the help they need. Make it all about them, and less about you. You already know how awesome your services are, now it’s time to relay that to them. Have an honest conversation about how your classes will help them specifically in achieving their goals.

Be transparent. The road to fitness is not going to be easy so let them know exactly what they can expect from the program and from you, but base your examples on their personal goals.

That’s where the magic happens. Before you know it, you’re selling people on your memberships.

2. ASK THE RIGHT QUESTIONS

Your goal as a gym owner is to help your customers meet their fitness goals. So it’s important to establish a rapport with your potential members during your first conversation -- this might be a phone call, a text, or even an email.

Start the sales process by asking where they’ve worked out before. Explain and teach the very basics for newbies, and be more technical for experienced people who know how a spin class or phone app works.

Before getting them started on their workout, ask if they have an injury that you should be aware of. Knowing their specific injuries or other physical needs all goes toward selling them on the awesome customer service at your studio.

Lastly, ask new leads about their fitness goals and how confident they are in their ability to meet them. Understanding someone's fears, concerns and frustrations with gyms and their attempts in the past will help you to tailor your tour and focus to their needs and position your studio and staff as the logical solution.

3. MAKE THE BEST FIRST IMPRESSION

There’s a  lot of elements that go into an outstanding first experience at a studio or gym. It can be intimidating for most people experiencing it for the first, so make your studio as welcoming as possible:

  • Greet them as they check in
  • Give them a tour of the facility and introduce them to your staff
  • Get them set up with all of their gear like towels and free weights, and show them how to use the trickier stuff

After their workout, check in to see what they thought, high-five them, and get them excited for doing well. Be quick! Don’t let them sneak out the door without talking with them first. Especially after their first workout, talk about their goals, ask them what they think will help them, find out if they trust you to help them achieve their goals, and always try to end things on a personalised note.

Give your new members the ultimate first experience because you want them to be excited to come back and make them feel like they made the correct decision in choosing your gym to give them the attention and care that they need.

4. FOLLOW UP

Unless a person signs up with a membership, the sales process doesn’t stop when they leave your gym. Selling to a person while they’re actually in your studio is super important, but it’s just as important to keep in contact with them afterward.

You should incorporate every method of contact available to you within your follow up process: phone calls, emails, texts… even messenger and linked-in are fair game 🙂 Give them a call the day after their visit to check in and see if they’ve decided to buy in yet. The following day you might send an email to invite them back for a special workout, and the next day, you might text them. tip - always ask a question at the end of the message.

Keep this process up until the person purchases a membership package (or asks you to stop contacting them).

When you follow up with someone after their visit to your studio, remember to keep your energy high. Show them how excited you are to help them live a healthy lifestyle, your disposition can also get them excited to join your fitness studio.

Again … people appreciate when you are honest and direct with them. Asking for the sale will probably catch them off guard, but they’ll appreciate that you’re upfront about wanting to help them.  They’ll be more likely to say yes.

So even though you might not consider yourself a salesperson, it’s important to recognise that it’s part of the job. Nail these strategies and you’ll be able to help tonnes more people get started and enjoy your service.

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.