Our Marketing Planning Day on September 9th – What happens to you if you attend !

Join us on a Marketing Planning Day – London September 9th .We will be working with you and our clients to create a highly effective lead generation and sales programme for October – December 2016

The whole mission is for you to leave the day with a systemised but sophisticated thought through lead generation and sales conversion plan that you can deploy in your club come October 1st all the way to the New Year!


What’s going to happen on the day?

To start with we will give you complimentary copies of our “Momentum 12 Marketing Planning System”

This pack includes schedules, checklists, and planning templates for you to use to formulate your quarterly campaigns.

During the main event of the day, we will be breaking the 12 week period down into its constituent marketing areas using our “Golden Triangle Model”

We will then present to you a range of suggestions for the lead generation activities, sales conversion strategies, and customer service initiatives we recommend as well as a number of alternative options for you to consider.

We will make sure that you have time to discuss the ideas with your colleagues or simply consider what’s right for your own club.


Here are some more good reasons to attend

· You will hear some great new ideas that will transform the season from one that is traditionally a slow time of the year to one in which extraordinary membership volume can be achieved

· You will learn tons from the experiences of the other delegates and share their successes

· You will hear and learn some new cutting edge offer incentive strategies

· You can take away Artwork templates and use or customise as your own

· You will leave the day with “ready to go” Email campaigns, blog posts, tweets

· You will hear and see how and why our pre – built online marketing offers deliver so successfully

· See how we utilise “Affiliates” to help you without you lifting a finger!

· Steal “Referral” ideas you can use immediately to ramp up interest and boost your sales.

· You will Swipe scores of ideas that will improve your sales and marketing performance the minute you get back to your club!

We guarantee you a great session and one which will both SAVE you time and MAKE you more productive

We look forward to you joining us …Bring a Colleague and share the experience of the day

· Spaces are limited

· We can only take around 20 people on the day so don’t delay ….

· It’s going to make a great deal of difference to your business

Click Here




· Duncan Green


· P.S> If you can’t come to the day but you would like to find out more about how we help fitness operators like yourself make more money ,….Go to the website and download our FREE Blueprint Library


· www.momentumbd.co.uk


· or even better ….call me on 0207 917 2780 and let’s chat about your club .

The Membership sales accelerator Process – Part 2 – The Commitment Phase

So to summarise,


The indoctrination phase has been successful and an appointment has been made. The customer has bought your pre – eminence in the market, understands the sophistication of your offering and has a feeling for your price point range.


The purpose of this phase is to ensure that the prospect SHOWS for the appointment and ideally brings a friend with them.


Here are some actions points that we would suggest you focus on;


1. That each prospect is appointed to a 20 minute window using an alternative close method


“I have an opening at either 10.20 or 10.40.Which would work for you?”


Precise appointment setting ensures punctuality and greater show rates.


2. Your sales team to pre-confirm each appointment – show rates increase 20% with a confirmation call on the day of; (for afternoon and evening appointments) or the night before for morning meetings.


3. The prospect has been asked whether “to make you feel a bit more comfortable when you visit, would you like to bring a friend? “


(“Supersizing” your appointment referral will give you leads increases of around 10% just by saying these magic words! Ensure the membership team use them EVERY time!)


4. The customer knows exactly where to report to and who to ask for. Ideally this would have been confirmed in an email at least, before the visit.( the email is also used to reinforce the appointment referral)


5. Reception are suitably prepared and briefed for the visit (with some sort of diary system) importantly they know the name of the visitor, the time and reason for the visit and the sales staff handling the visit. Ideally you would operate a “A V.I.P Welcome to ..Board “with the prospects name and greeting visible when they arrive at the club. First impressions make a massive difference!


6. Ensure there is a waiting area where the customer can be seated. If there is a delay in the arrival of the sales person, ideally the Club should provide a range of information for the prospect to look at, particularly stories of and testimonials of happy members .Details of events that show the club to be more than just a workout gym are good too as well as items that show off the expertise of the staff.


You will notice that we are NOT advocating the customer filling in “customer enquiry cards “at any stage. Our view is that this process is counterproductive.


7. If possible the waiting area should have facilities for presentations (PowerPoint or video), wall charts of club achievements.


Our new mantra is “If John Lewis don’t do it when we visit there stores – we need to think again about why we do it”


In the next two days, we will be sending you the third part in the series “The Ascension Phase “


· P.S> If you arrived at this blog without going to our website , you will be reading this without a copy of our Membership Sales Accelerator Blueprint. If you would like a copy , Go to the website and register – Its FREE!And .. its part of a 9 Blueprint series we are giving away which will make you a heap of new income !!!


· www.momentumbd.co.uk


· or even better ….call me on 0207 917 2780 and let’s chat about your club .

Elements 4 and 5 of The Science of Fitness Club Marketing

In this post we discuss elements 4 and 5 of the core elements that you must use whatever size of club you are.

4. Membership Prospecting

Sales guru Zig Ziglar once said “Timid salesmen have skinny kids”.

Meaning… if you just wait around for your prospects to buy when they feel like it… you’ll be waiting a long, long time.

Fact is, on average you’ll need to contact a potential customer seven times before they become a paying customer.

But most fitness clubs give up after just one or two points of contact and they’re losing a fortune as a result… a fortune that ends up going into the pockets of their competitors.

In this economy, an effective follow up strategy can make the difference between success and failure.

Its a vitally important lesson to learn and we will be covering it in The Science of Fitness Club Marketing Seminar

fitness sales

Why sometimes saying “nothing” is the best sales technique

The image most people have of membership sales people is of fast-talking, loud, and pushy sellers of anything they can get money for.

I think it’s actually an honourable profession IF you’re honest and act with integrity. After all, what could be a better way of serving your members and prospects than giving them exactly what they need to solve their health problems and improve their lives?

The trouble is, actually making the sale can be hard. Even asking for the sale is bad enough… but overcoming resistance when you have asked for the sale is even harder.

But here’s a simple way to make it much easier for you.

First, make sure you’re offering more than one option.

Secondly, ask not, “would you like this?” but “which one of these is going to work out best for you ?”. The question is actually a presupposition they’re going to buy something from you: it’s not IF but WHICH.

And thirdly, BE QUIET. If you’ve done a decent presentation at this point they’re going to want to buy – and ought not be asking for the sale until you feel they ARE ready to buy: the only choice they need to be making is WHICH OPTION. So you need to go quiet and let them think (and if it’s a couple, let them talk).

Too often the strain gets too much and we dive in there trying to reinforce a sale we’ve already made… and end up either offering an unnecessary discount or talking ourselves out of a sale at all.

5. Money Back Guarantees

Helping Prospects say YES !

90days money back guarantee3-01

Everyone knows guarantees are an excellent way to increase sales and conversions because they remove the risk and uncertainty from the sale. In effect, the Club is saying, “I’ll assume all the risk, and if anything goes wrong or it doesn’t work the way I’ve said it will, you can have your money back”.

And human nature being what it is means not only do very, very few people ever cheat you, but many people who THOUGHT they might take advantage of it at the outset to claim on your guarantee simply don’t bother.

But what a lot of fitness club owners DON’T know is there are guarantees… and there are GUARANTEES. In other words, there are some very simple things you can do to make your guarantees much more compelling and so increase your membership sales and profits.


Here are just two of them:

  1. Make your guarantees plain and simple. I’m forever amazed by the small print people insist on putting in their guarantees, loads of pernickety terms and conditions. Forget them. Not only do they make you seem a bit of a weasel when your customers read them, but they water the whole idea down. Make your guarantees unconditional; or if you can’t do that, make the conditions big and bold and give a reason for them.
  2. Make your guarantees more exciting and generous.“I promise, if this Transformation Workout Programme doesn’t drop you a dress size in JUST 6 weeks clean, I’ll give you your money back

So, take time this week to introduce Money Back Guarantees and if you have got them now , how you can change them to make them even more compelling than they are now.

Well be covering a whole host of tips to make it easier for customers to say “yes”at The Science of Fitness Club Marketing


The Science of Fitness Club Marketing



7 Step Membership Sales Process. The Greeting #2

Welcome to our series on “Maximising your Fitness Club Sales”.

The Greeting

The first 10 seconds is going to be vital in creating the right first impression and to overcome the prospects likely anxiety about the experience.

The really good sales people will prepare themselves for the meeting by adopting a particular ‘game face’ and attitude by thinking themselves in to the customer centric zone with these self questions

customer centric zone  questions

  1. I wonder how i will be able to help this person
  2. I wonder what we will have in common
  3. I wonder what i will really like about this person

By psyching yourself up, the sales person is preparing to ask a lot of investigative questions to uncover the deep seated motivations of the prospect and most importantly to relax the visitor by getting them to open up about themselves and start a line of communication with the sales staff.

The other benefit is that this technique creates a lift in self confidence evident in the body language of the sales person and key to establishing the right type of image in the first 10 seconds of the meeting .

3 of the 7 core elements of the science of fitness club marketing

3 out of 7 core elements of fitness club marketing

Fitness Club Marketing is the core of every fitness club. It requires a scientific approach. With the new online marketing landscape of Google PPC, Facebook advertising , Remarketing and the rise of social media we break apart the core activities of modern fitness club marketing.

In this post we discuss 3 of the core elements that you must use whatever size of club you are.

1. OnlineVideo

Online Video is vital for your business: You tube is the second most widely used search engine after Google. TV advertising is the most influential media. If you are in the Fitness Club industry Video is something you must be embracing in 2015. It’s your chance to tell your story. Whatever your price point it allows you to get across the USP’s (unique selling points) the vital differences between you and the competition

Screenshot 2014-06-17 15.11.43

Just 4 facts about why you should have video on your webpage….

  1. If you have a video you will receive a 53% better listing from Google, which means you will be ranked higher in the search engine
  2. On Youtube there is over 6 billion hours of video watched every month
  3. The easiest method to pass emotions such as excitement, passion and warmth to your customers is through a video *

* Psychology and Brain Scientist, Susan Weinschenk, Ph.D

  1. A website with a video will engage an average visitor up 2 minutes more than others

2. Customer Referrals

A Referral is one of the best and cheapest forms of getting new business there is.

No doubt about it, “word of mouth” Marketing is the most potent form of Marketing around But, here’s the thing: even though it’s one of the most powerful form of Marketing there is, and it’s almost always Free… why do so many fitness club owners leave Referrals to chance?
So in this special seminar we will share with you some of the most powerful of the dozens of different referral strategies you can get working for you in your fitness business:

member referral

Let me put it to you plainly: many fitness club owners find when they start measuring their marketing… referrals are their No. 1 source of new business. And that’s even before they try to get them!

So imagine what it’s going to do for your bottom line when you’ve listened to this seminar and put these strategies to work with a proper, formal Referral strategy.


If you think sending emails to your prospects is hard work, then your day is about to get better.

Virtually every fitness club owner I meet is making the same mistake: they’re not sending enough emails to their members and potential customers.

“Autoresponders” offer a simple way of using computers for what they’re best at: doing repetitive tasks so you don’t have to bother. In this case, you get them to send the emails for you.

reading e-mail

One of the major ways to make emailing effective is to “Split test” and analyse before you broadcast to your list.

Ever wondered if making a change to your email content or subject line will improve your results or make them worse?

It makes a difference for sure. You must split test all of your campaigns before sending it to your members.

Here are the simple stages in running effective email campaigns.We will be covering these in the seminar.

  • Collect – gathering information on the customer and getting their consent to stay in contact
  • Create – designing engaging, relevant messages that will appeal to the customer
  • Send – delivering the message to the customer at the right time
  • Share – leveraging social media to let customers spread your message
  • Analyse – measuring the results so that you can continually improve your campaigns

Do you find it useful so far?

Why not join us on the Seminar:

The Science of Fitness Club Marketing



Early birds who read this will get 50% off !!!


If you are busy on the day please follow us on our social media platforms:







7 Step Membership Sales Process. Step #1 – Pre Meet Key Actions

Welcome to our series on “Maximising your Fitness Club Sales”. Over the next 2 weeks we will be explaining the ultimate sales system.

 Pre Meet Key Actions

  1. Your sales team to have pre-confirmed the appointment – show rates increase 20% with a confirmation call on the day of; (for afternoon and evening appointments ) or the night before for morning meetings.
  2. The customer knows exactly where to report to and who to ask for.
  3. Reception are suitably prepared and briefed for the visit (with some sort of diary system) They know the name of the visitor, the time and reason for the visit and the sales staff handling the visit.
  4. There is a waiting area where the customer can be seated, if there is a delay in the arrival of the sales person. Ideally the Club should provide a range of information for the prospect to look at, particularly testimonials of happy members, events that show the club to be more than just a workout gym and the expertise of the staff . If possible the waiting area should have facilities for presentations (powerpoint or video ), wallcharts of club achievements. You will notice I am not advocating the customer filling in customer enquiry cards which i think is counter productive .My new mantra is “ If John Lewis don’t do it when i visit there stores – we need to think again”

17 questions about your fitness club you should answer YES!

17 questions about your fitness club

The Science of Fitness Club Marketing


  1. Have you test marketed a range of initial introductory services & products before you even consider marketing the membership offer to your market?
  2. Are you aware that SEO is no more? And how are you guaranteeing your website the best possible chance of attracting traffic?
  3. Have you looked at utilising a secondary sales system and process to cross sell after membership?
  4. Are you actively marketing a comprehensive fitness services portfolio to both active members and prospects?
  5. Is P.T really what your customers want? Is there a better way to deliver greater value for customers?
  6. Are you using all the different form of membership options to drive sales?
  7. Have you reduced the barrier to entry for all prospects to make sales easier?
  8. Have you reviewed your staff structure in the light of the growing emphasis on service?
  9. Are you aware of the value of each and every customer you acquire and can calculate accurately the recruitment costs of each customer?
  10. Are you using facebook to send messages JUST to your current customers?
  11. Is MENTORING the breakthrough job for clubs that want to establish a reputation as member – centric?
  12. Do you have a 7 – 28 step approach to converting prospects to paying customers?
  13. Are you deploying video in the right way on your websites?
  14. Are you using Google adwords and PPC advertising and if you are ,are you ensuring visibility by ensuring youre visible on the Left hand side ?
  15. Have you considered the benefits of income share rather than rental for outsourcing personal training?
  16. Have you re-evaluated your pricing policies using a 3 tier premium pricing strategy?
  17. Do you understand that coming to the Science of Fitness Club Marketing could fast track you to greater success this year?


Questions that you will be able to answer YES to after your day at “The Science of Fitness Club Marketing” seminar with Duncan Green & Kenny McAndrew


Adopt this proven system and recover the cost of your seminar, travel and time (as minimum) or we will provide a 100% refund


The Science of Fitness Club Marketing


More info here >

Split testing to improve Email Marketing

What email strategy do you use in your fitness club?


In order to maximise our email strategy we are testing and improving our emails constantly. We strongly believe that you must use split testing in ALL of your email campaigns. Below you can see a sample email strategy that you could follow for your club promotions.

We recommend that you firstly test your SUBJECT LINE ( the line which your customers see next to the name of the sender.

You can also test TEXT-based emails vs IMAGE based ( Remember images are often stripped because the email size is a bit bigger.)

Here is a TEST CAMPAIGN STRATEGY for you to try :

Split out from your database 4 groups of 200 email addresses.  You can use the following strategy:

Use 2 individual subject lines ……Use a text only version and one with graphics ….

1.      Subject line 1 + text

2.      Subject line 1 + graphics

3.      Subject line 2 + text

4.      Subject line 2 + graphics

Try this schedule with 3 individual emails

(You can determine different criteria which you can test but remember for precise results test just one component at the time.)

email marketing strategy3-01


After testing with the first three emails from your email string.

The winning combination of subject line and text or graphics is now sent to everyone who hasn’t received it.

Your email system then will provide you with a report on the success of the campaign ( if it doesn’t contact us and we will give you one that does.)


You can then split your list into 3 groups :

1.      Those who did not-open, – COLD

2.      Those who opened – WARM

3.      Those who clicked on your emails.- HOT

You will then create three distinct lists of emails based on their responses.

To your

  • cold leads you can offer the same content with a different subject line
  • warm leads you can send a different type of email – for example connected with time constraints – Don’t miss out on the offer , it ends on (date)
  •  hot leads you can offer a much more sales related and direct incentive to make them react on your emails

After your clients start to react on your emails you can follow the loyal customers and reward them, but this technique will be the basis of another topic for discussion

The most powerful marketing strategy in the world

This post is about how to tap into possibly the most powerful marketing strategy in the world.

Word of mouth recommendation is an incredibly effective form of marketing, because what other people say about you is more believable than what you say about yourself (this is why testimonials are so good for business).


And the very best word of mouth marketing of all is a referral, where someone is essentially saying, “this person solved my problem….you should go to them so they can solve yours too”.
We all like referrals but most business owners are doing nothing proactive to get them. In this economy, that is very dangerous.

Here are some fundamentals on how to maximise the effectiveness of Free Referrals:

  1. From day one, customers need to know that Referrals are a key part of your business and that if you do a good job for them, you expect them to recommend you. If that sounds like taking a tough stance – it is but try it – you’ll be surprised at how effective it is.
  2. If you’re getting Referrals at the moment without asking for them, you’ll double or triple the number you get when you do ask. Ask in person, ask by mail and email, ask on the phone. Ask – and keep asking.
  3. Remember that customers are not just doing you a favour by giving you a Referral. We ENJOY giving Referrals. Don’t you love recommending a great film you’ve seen to a family member or friend? Your customers will actually get pleasure from giving the people they know the same experience they’ve had. This is one of the reasons that asking for Referrals works better than many think.
  4. Thank your customers when they give you Referrals. Send them a letter or call them.
  5. Reward your customers for giving you a Referral. Either with a gift, or something of value from your business or, if appropriate, with cash. The better the gift, the more likely they are to give you more Referrals.
  6. Have a formal Referral system where you ‘Market’ referrals in the same way that you Market your product and services. Promote your business’s Referral process with emails, direct mail, phone calls and meetings.


One final point: Referrals are a vital part of the Marketing mix during the best of times. But in a challenging economy, they’re simply essential. People are far more cautious with the money they spend. If you’re recommended to them by someone they trust, it will massively reduce that caution.

Because they’re Free, the typical business owner thinks Referrals are too good to be true. In this economy, be anything, but don’t be typical.

Our Mission:

We have been helping fitness club owners and managers for over a decade to make more money and have more fun running their fitness club business.

There are two sets of people who we aim at and hope that we will help:

  • Club owners, to assist them make more money but equally importantly to make them feel that there is someone who grasps the problems of their business and who they can turn to. 
  • And the second group are the up and coming Managers and corporate business leaders at who want to achieve a long profitable career in the sector and want to be at the cutting edge of the latest marketing concepts, sales strategies and business ideas.