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Six easy gym membership sales strategies to teach your sales team

Corey Loehr
January 3, 2022
gym membership sales strategies

Managing a gym requires a considerable amount of hard work to generate revenue. You need to combine successful gym membership sales strategies to stand out from the crowd. Even if your gym features top-of-the-line equipment and brilliant trainers, without a proven sales strategy, you’re probably missing the mark.

Here are some great gym membership sales strategies you can teach your sales team to promote your fitness club and boost gym sales.

1. Strategies you can teach your sales team to increase gym membership

Increasing your gym membership rates doesn’t have to be a difficult task. In fact, by simply adding these six simple tactics to your sales strategy, you’ll start to notice an influx of new members.

Determine your gym’s niche to target market

The increasing craze for fitness has completely altered the definition of fitness and exercising. Now you can find gyms and fitness centers in all sizes, shapes, and specialties. Most fitness centers aim to find a way to generate new leads and increase the number of members. However, improving membership sales is daunting considering the rising competition in the industry.

The first strategy to increase gym membership sales is determining the gym brand’s unique selling points. The team can determine these selling points by asking the following questions:

  • What unique benefits does your gym offer members compared to your competitors?
  • Who is your target customer?
  • Who is the target audience of your gym?
  • How does your gym handle new members?

Once your team answers these questions, it will be easier to create a sales strategy for your gym. Developing a step-by-step action plan is crucial to boosting membership sales. The plan must match the distinct identity and key features of your club. 

Using this strategy, you can find unique ways to target your intended market and convert them into potential leads. Don’t forget to integrate a pricing model that aligns with the gym’s business model and services to maximize the number of memberships sold.

2. Use a boutique club pricing model

The boutique club pricing model has become increasingly popular, and more fitness clubs are incorporating it into their business. Typically, the model is based on the fitness classes offered by the gym, so the prices should correlate with the gym services you provide. 

To implement it, work on your payment, price options, and cost of classes. Decide whether you want clients to pay per class or a pack of classes. You should also consider the following:

  • Do you want members to pay penalty fees if they miss classes without following the cancellation procedure? 
  • If you offer a package for unlimited monthly classes, will it have a discounted or fixed price?

The answers to these questions should be based on the frequency and style of your workout classes. Many successful gyms charge their clients flat membership fees to attend an unlimited number of classes. However, the gym may charge more for fitness add-ons, including dumbbells, mats, and other gym equipment.

3. Utilize targeted marketing and drive sales leads via Google Ads

Did you know you can easily target local individuals looking for a fitness studio? Potential members within a 10-minute radius can receive targeted ads and marketing about your gym.

You don’t have to spend a lot of time finding great quality leads. This data-based marketing trend further translates into advanced targeted marketing. It is typically an advertising strategy that can increase sales by providing a myriad of opportunities to target specific groups or gym enthusiasts through search engine advertising and display advertising.

Using tools like Google AdWords, Bing Advertisements, and LinkedIn Ads is a great way to spread the word about your business to the targeted audience. You can target specific languages, keywords, demographics, and websites based on different topics. Pay-per-click advertising requires a smooth lead-capturing process. By using Bing Advertising, you can drive potential prospects to your site to sign up for a membership.

4. Leverage the benefit of social advertising

As its name suggests, social advertising refers to leveraging social media platforms, including Twitter, Facebook, and LinkedIn, to improve brand awareness. 

Not only are these platforms effective in building networks of active members, but they are also a way to reach a larger audience via social media ad spending. The advertising options offered on these platforms have expanded considerably over the last few years. 

Marketing via Facebook and LinkedIn has become extremely easy with features like sponsored private messages. 

In addition to that, a targeted advertisement can also be chosen from the extensive range of options. You can compile and upload your personalized lists on Facebook to target specific groups looking for a gym membership.

5. Reconnect with your previous gym members

The pandemic has caused job losses and financial uncertainty on a large scale. Many people had to make sacrifices and follow restrictions to maintain social distancing. While some gym enthusiasts continued paying for their membership, others had to cancel it. 

The good news is that gyms have reopened, and people are slowly returning to their normal lives. This is a great opportunity to reconnect with previous gym members and offer them a membership with flexible pricing. Of course, you might have to convince them why they need to get back in shape via newsletters, emails, and personal messages.

6. Run a limited-time offer

Running a promotion campaign is one of the best ways for gyms to boost sales quickly. This sales strategy works for many businesses by increasing revenues and meeting short-time goals. However, this strategy can only work if your gym promo has a clear deadline and compelling offers. 

As this gym membership sales strategy is time-limited, it creates a sense of urgency and can encourage people to purchase a membership immediately. Your future members won’t want to miss the opportunity, and they will try their best to take action before the offer or promotion ends.

Summing up

Overall, the marketing landscape is dynamic and constantly changing to attract new customers. In this regard, the gym membership sales strategies mentioned above are important for bringing new opportunities for gym owners and attracting more clients.

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