The Gym Sales Process Makeover: Simple Fixes That Boost Conversions

Ask any fitness business owner about selling more memberships and the first step many will think of is marketing. But they’re overlooking one critical piece of the puzzle—before you spend money or time on increasing lead volume, it’s worth taking a look at your gym sales process first.

We already know your gym is pretty incredible, and leads will come to find out, too. But only if you do “the whole sales thing” correctly. And that doesn’t mean morphing into a slimy, used-car salesperson. It’s really just about creating a smooth, professional experience for your leads. That way, you can build trust, remove confusion and take away any reasons for them to say no.

First, we’re going to talk about why your gym sales process is important for the long-term success of your fitness business. Next, we’ll give you five actionable steps to start increasing conversions today (plus some technology that will help). And lastly, we’ll show you how to make sure it’s working so you can adapt, adjust and keep growing your fitness business.

Why Your Gym Sales Process Matters More Than You Think

First impressions matter just as much in your gym as they do in careers, relationships and anywhere else in life. After all, a lead’s first impression will likely set the tone for their entire client journey.

With that in mind, you want your gym sales process to focus on what someone’s first impression will be at your fitness business. Remember, confusion will prevent conversions. You can counter that by being clear and professional while creating connection to instantly build trust.

From the time someone discovers you online to the moment they sign up, what do you want the experience to include? In order to turn leads into loyal members, think about this step-by-step, carefully crafting each touch point along the way.

5 Steps to Create a High-Converting Gym Sales Process

​1 . Respond Quickly with a Simple CTA

Especially in the fitness industry, when someone inquires about your gym, they’re likely ready to act immediately. Whether it was a scary doctor’s prognosis or they just polished off a pint of ice cream at 11:30pm, they’re ready for change. This means your quick response is the first step in the gym sales process to ensure they don’t move on and check out one of your competitors.

Use the power of automation to respond in real time with a clear CTA (call to action). With Wodify, your automated workflows are designed to get them to book an intro session or free class. Plus, messaging can be customized to match your gym’s brand voice.

2. Offer an Inviting, Professional Sales Area

Next up, it’s time to focus on the experience a lead will have once they actually set foot inside your fitness business. Make sure your entire team is aligned on the “first timer” process. Even if your gym doesn’t have extra square footage for a dedicated sales area, you can still make a great first impression.

Think about simple things like meeting them at the door and welcoming them by name. Dress professionally in gym apparel and don’t schedule sales appointments immediately after finishing a workout. A sweaty, chalk-covered handshake doesn’t make the best first impression.

Offer them some water or a recovery drink, and be cognizant to keep an open body posture. Give them a tour of your facility and then sit down to learn more about them. Ask questions about family, work, sports teams or anything that could help to build instant connection or trust.

3. Give Them a Game Plan Before Presenting Simple, Clear Pricing

Every lead that walks through your doors is here for the same thing—they’re looking for guidance. They want to live a healthier lifestyle and they’re looking at your gym to help them. Establish authority and trust by listening to them and then prescribing a plan for their success. If you do that successfully, they’ll likely be more than happy to pay for your services.

And when it comes to presenting your pricing, the simpler the better. Offering too many options or confusing combinations is the quickest way to give them analysis paralysis. Also, make sure your price sheets are printed, if not laminated. Chicken scratch on a blank piece of paper can decrease trust and professionalism.

Pro Tip: Want to make it easy? Show them the exact game plan you have for them and if you have multiple membership options, point to the specific price you recommend. Then it’s a simple yes or no question as to whether they’re ready to get started today.

​4. Create a Repeatable Experience for Every Client

Think about the three steps above and what would happen if two people had completely different experiences in your gym sales process. Person one inquires and hears back immediately. Your salesperson (wearing gym apparel) meets them at the door for their intro and ushers them in to a clean, professional sales area. They’re presented with a plan for their success and the correlating pricing, and they’re ready to get started immediately.

On the other hand, person two shows up to meet another person on your staff. He just finished his workout so he asks them to wait while he changes into (still sweaty) clothes. He grabs a couple of plyo boxes to set up a makeshift meeting area. Your lead has to wait again while he grabs a blank piece of paper to write the pricing that he’s “pretty sure” is correct.

These two experiences could obviously lead to completely different results. That’s why it’s important to create a professional, repeatable sales experience for every client.

5. Eliminate Friction with Clear Next Steps

One of the most important steps in your gym sales process is to ensure clients understand exactly what you want them to do next, in each step of the journey. For example:

• When they inquire via your website, get them to book an intro session, free class or tour
• When they show up for their first visit, present options and actually ask for the sale
• After they’ve signed up, show them how to book their first class
• Even after they’ve been a member for a while, continue providing next steps for things that will help to grow your business. These are things like inviting friends or asking for Google Reviews.

The truth is, sometimes people don’t know what they’re supposed to do next. And as the authority in guiding them to their best fitness results, we can help them out by showing them the steps.

Technology Every Fitness Business Should Use

In today’s ever-evolving fitness business landscape, having the right technology can really help you level up. In fact, having the best gym management software to help you with operations and growth isn’t really an option anymore—it’s table stakes.

Here are just a few of the key features and benefits your software should handle for you:

• Your business, in their pocket—Let clients book, track and engage, all in one app.
• Automated workflows—From chasing leads to keeping clients, let automation take the work off your plate.
• Get paid without the hassle—Send invoices, process payments and track cash flow, all in one place.
• Reporting and insights—Track performance across clients, segments and services with built-in reporting and analysis tools.
• Mobile and in-person retail—Easily track inventory, pass on processing fees, and batch purchases into upcoming membership prices.

How to Measure the Success of Your Gym Sales Process

Once you’ve implemented your new gym sales process, you can start to gather data that will show you what’s working and what’s not. That’s how you can continue to dial it in over time.

Step one is to break your conversions into three stages: Appointment booked, appointment showed and membership purchased. This should allow you to see patterns emerging almost immediately. For instance, prospects might be booking appointments but not showing up. Or maybe they’re showing up but deciding not to join. These insights can pinpoint exactly where you need to make adjustments, instead of just guessing.

Step two might be obvious but now it’s time to make the required adjustments. When you look at the weak links in your conversion chain, where can you improve? If people are booking and not showing up, find out why. If they’re getting all the way through the intro session and not purchasing, is there a pattern in their objection? For example, pricing versus intimidation are two completely different adjustments to focus on.

Getting Started: How to Fix Your Gym Sales Process Today

Giving your sales process a makeover isn’t about turning coaching into slimy closers or “convincing” leads to commit to something they’re not interested in. It’s about creating a clear, professional and consistent experience that builds authority and trust. Not only will this help you sell more memberships, but it also sets the foundation for a long-term, happy client.

Throw in the right technology and insight-driven data to set your fitness business up for success. That way, you’ll be able to determine which parts of your gym sales process are strong and where there’s room for improvement. Put it all together for a powerful growth engine that supports your mission, team and the longevity of your business.