Selling gym memberships is at the heart of every fitness club. Yet, like our exercise routines, we sometimes become complacent—assuming we’re doing fine without measuring the results.
In this week’s blog, we’re taking a step back to review the basics of selling gym memberships. This post revisits our five-part series published in September 2021. Five years later, the gym landscape is no less competitive. Here’s a refresher on those timeless principles.
1. Sell Gym Memberships Introduction and Goal Assessment
Selling a gym membership typically begins with a gym tour—and every tour should start the same way: by learning and using the prospect’s name.
Everyone enjoys hearing their name. Using it correctly (and with appropriate permission, depending on the person’s age and situation) builds rapport and trust without overstepping boundaries.
As we originally noted, “Calling a visitor by name acknowledges their identity, shows respect, and grabs attention—allowing the conversation to stay on track and move forward.”
The next key step is equally basic: Ask your guest, “Why are you here?”
This fundamental question clarifies motivation, tailors your pitch, and prepares you for potential objections. Avoid making assumptions based on appearances—those can easily lead to misunderstandings and lost sales.
Slow down, listen carefully, and discover what each person truly wants to achieve.
2. How to Conduct a Proper Tour When Selling Gym Memberships
Conducting a great gym tour requires both intuition and good listening skills. Here are a few essentials:
- Start in the right section. Begin the tour where the member’s interests lie. If they’re into strength training, don’t automatically head to the cardio machines.
- Engage them with the equipment. Let them try it out when possible. This builds value and showcases your expertise.
- Introduce them to a regular. Connecting your prospect with a friendly, talkative member creates an instant sense of belonging.
Brush Up on Sales Technique
Your success depends on asking the right questions—and that takes practice. The best salespeople use both assumptiveand porcupine questions.
- Assumptive questions guide prospects to think like members, not shoppers.
Example: “How many days a week do you think you’ll visit the gym?” - Porcupine questions bounce the inquiry back to the prospect to clarify their intent.
Example: If someone asks, “Is it always this quiet here?” respond with, “Is a quiet gym what you’re looking for?”
3. Gym Membership Price Presentation
When presenting pricing, use these three proven techniques when selling gym memberships:
- Limit membership choices. Too many options create decision paralysis.
- Recommend the best plan for the prospect, not the one that earns the most commission.
- Use modern gym software for a smooth sign-up experience. A system like Sales Guru streamlines the process and helps close sales faster.
4. Sell Gym Memberships: Closing the Sale
Closing the deal comes down to overcoming objections and confidently asking for the sale. Here’s a quick recap:
- After asking for the sale—stop talking and let them respond.
- Use closed-ended questions to overcome objections and guide them toward a “yes.”
- Avoid trigger words like “contract” or “price.”
- If they don’t commit immediately, offer a reason to return—such as a free pass or an orientation session with a trainer.
5. Sell a Gym Membership by Asking for More Business
A sale isn’t truly complete until you’ve asked for a referral. By this point, you’ve built a relationship, earned trust, and helped someone take a big step toward better health. That’s when they’re most willing to share their positive experience.
Have a clear system for collecting referrals, and consider offering an incentive for both the new member and their friend.
Gym Insight: Helping You Sell More, Manage Better
At Gym Insight, our gym management software gives you a clear, transparent view of your company’s financials—and the tools to operate more effectively.
Our platform includes:
- FREE Member App
- 24/7 Digital Keytag Door Access
- Robust Reporting System
- Intuitive Member & Staff Management
- No Hidden Fees
- No Ties to Your Payment Processor
Call us today at 855-FOR-GYMS (855-367-4967) for a free demonstration to see how we can lower your software management costs—and free up both time and capital.