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.