Unlock The Secrets of World Class Customer Service. Make your Fitness Club “remarkable”!

On the pages of the new monthly online newsletter “Fitness Club Gold” we will be studying Club member journeys and analysing what’s holding operators back from delivering true business class service.

Early research shows two key things stand out.

Google Analytics Research showed that most members will NEVER return to a club’s website once they’ve joined up.

As a result, members are none the wiser about most of the great things you offer that they can take advantage of.

And that obviously effects their spending potential.

But there’s more.

Communicating effectively with your members, and hammering home your promotional messages, can take up to 10 virtual touches, via a range of media.

Everyone knows now that maximising your member spend is going to be crucial to the success of any fitness club in the future.

Lead volumes are dropping and costing more to get.

Conversions are harder to come by.

The first task is to really communicate with your customers better and more often.

Secondly, you just simply must develop ENOUGH services to sell to your members.

For many operator who haven’t, it’s like having a shop where 50 % of your shelves are lying empty!

You can see that this dramatically affects the secondary revenue in your fitness club.

The solution is to do 2 things better and we will be giving you comprehensive insights into

  1. Inventing more things to offer your members to buy
  2. Making your members more aware and Improving the frequency with which you sell to them

Your monthly copy of Fitness club Gold will help you meet the challenge

We will be giving you the “truth” on what, when, how, and why.

Fitness Club Gold carries no advertising and costs you ZIP ! Nothing, Nada!

Its dedicated to helping you make a better club for your members and more profit for you

Register to get your copy delivered to your inbox every month starting August 2018



Why Facebook is a MUST for Fitness Club Operators?

3 Reasons That Facebook Advertising is the No 1 marketing activity for fitness clubs

In 2018 you better get your head around Facebook advertising or you will get left behind by your competition

Here’s why….

1) It’s a platform with a readership of 1.8 billion (and growing)

2) You can target with laser like accuracy the people who are most likely to join your club and advertise directly to them. No other platform gives you this opportunity

3) Its cheap!!! Cheaper than almost any other medium we know except doing nothing!

If you didn’t make sales targets this summer, then our Facebook for Fitness webinar could help!

We have been mastering the use of Facebook Advertising as an effective way of promoting fitness club membership for the last 3 years

What we have learned as we have been doing it for fitness clubs is that it’s certainly not straightforward, although it’s not complex.

You Must Have:

  • A very clear idea of “who” your customer is
  • A visually attractive advert to get attention
  • A landing page that explains why prospects should give up their details
  • A data capture system to nurture interest and make it easy to communicate with.
  • A Compelling reason why your targets should join you and most importantly to do it NOW!
  • A clear Call to action
  • Multi-level opening offers
  • Multiple response mechanisms
  • An ongoing follow up programme for slow converters
  • An ongoing series of offers to move your prospect up your” Value ladder

If any of these terms is a tad confusing or you think that we could probably show you something valuable in our webinar then, get on the call.


It’s on next Wednesday 25th July at 15.00 hours and its around 60 minutes in duration.

You can reserve a space by clicking here

It could well be a game changer for you and your club.



how to generate significantly MORE members WITHOUT discounting your vital Joining Fees!!

No Joining Fee!

No Joining Fee and your first month Free!

Do these Sound like familiar offers that you run?

In the new monthly online newsletter “Fitness Club Gold” we will be sharing some SECRETS about how to generate significantly MORE members WITHOUT discounting your vital Joining Fees!!  In fact, we are even going to show you how, in some cases, you can charge TWICE as much as you have before with little impact on your sales volumes.

We will be sharing with you lessons on pricing and lead generation improvement and we’ll also be covering some simple to use sales strategies to help you close more business.

We would even go as far as to say that RIGHT NOW, you are probably missing some huge untapped potential in your business .With just a few carefully orchestrated tweaks to your business processes Fitness Club Gold will show you how to add  £1000s in additional revenue with very little effort from you to grasp it!

Get your Complimentary copy of Fitness Club Gold HERE.

Facebook for Fitness – A marketing revolution is underway

Are you suffering a tough summer for membership sales?

Did “everyone” in your area go away on holiday this year?

Was “everyone” just too busy watching the World Cup on the TV to join up?

Did you tell your team that “no-one joins up when it is too hot/too wet/too windy?” (Delete as appropriate.)

Did your competition offer a crazy joining offer you just couldn’t match?

The fact is, that very soon, you are going to have to stop looking for excuses.

Soon you are going to have to look for a better solution than just plain price discounting.

You will need to come up with a new plan before your Club marketing hits the buffers.

Very soon you are going to have to face some cold, hard facts when it comes to modern fitness marketing.

The Big One, is a realisation that if you’re not the cheapest fitness club in town, it’s no good marketing as if you are.

If you’re not the lowest priced club in town, you better understand completely the compelling reasons, why should people join you

You need to do something very different,

You need to adopt a new approach to your club marketing. You need to do it very soon.

It means having a new mindset to your sales approach,

It means a serious rethink and analysis of what your potential customers are REALLY looking for

It means taking a focussed view about how you look after your members when they join

It means some soul searching on your part on your price offers and how you present them.

Fundamentally it’s going to be about the introduction of some essential cutting-edge sales and marketing tactics.

In a nutshell, it’s as much to do with service as it is with presenting your lowest price membership option.

If your diary seems so busy now, to carry out this sort of a review, then we can help.

If you feel so overwhelmed now with the day to day issues of running your club then we have the answer…

If you’re not an expert in this stuff and you’d be a whole lot happier if someone gave you the turn key solution to your problems, then…. clear your diary for an hour next week.

We will be revealing the solution then!

In just 60 MINUTES next Wednesday at 3pm GMT we will be lifting the lid for you on what you should be doing to dominate in your crowded market using Facebook.

We will be revealing, in easy to follow steps, the key changes you MUST make to competing with your lower cost competition.

What we can tell you right now is that the digital marketing world is undergoing significant change.

We all need to be doing different stuff now than we were 12 months ago to succeed.

The goalposts have moved.

Be there next week and we will show you our latest findings and how you can keep up.



Getting Loads of leads but they don’t seem to want to join up?

We in August have the solution for you in our early editions of Fitness Club Gold!

A brand new Monthly Online Newsletter for Fitness Club operators…

Introducing “Fitness Club Gold” 

Just 100% tips, techniques, scripts, concepts and best practice for the industry by industry experienced writers

No advertising!

No puff pieces from equipment companies!

Launching August 1st and available on FREE SUBSCRIPTION for LAUNCH sign ups!

To Reserve your copy of the Launch Issue and to give your career a boost over the other guys …


Looking for a new job in Fitness? Have you signed up for Fitness Club Gold?

Don’t turn up to a job interview alongside an avid “Fitness Club Gold reader” if you’re not a subscriber – You’ll never get the job!

Welcome to A brand new Monthly Online Newsletter for Fitness Club operators

Introducing “Fitness Club Gold” 

Just 100% tips, techniques, scripts, concepts and best practice for the industry by industry experienced writers

No advertising!

No puff pieces from equipment companies!

Launching August 1st and available on FREE SUBSCRIPTION for LAUNCH sign ups!

To Reserve your copy of the Launch Issue and to give your career a boost over the other guys…


It’s coming soon… A brand new Monthly Online Newsletter for Fitness Club Operators!

…Introducing “Fitness Club Gold”

Just 100% tips, techniques, scripts, concepts and best practice for the industry by industry experienced writers.

No advertising!

No puff pieces from equipment companies!

Launching August 1st and available on FREE SUBSCRIPTION for LAUNCH sign ups!

If you’re not getting the leads, making the sales, maximising your current members true value, keeping them long enough, recovering your ex members efficiently then help is on its way.

To Reserve your copy of the Launch Issue and to give your career a boost over the other guys…


How to Avoid Giving the Price put over the Phone


  1. Take your membership prices off your website
  2. Change your process for linking to your online joining area.

Send the online sign up link to prospects AFTER they have been qualified using txt or /and email.

INTRODUCTION – Why It’s Not the Customers fault

When customers ask you for your membership prices, it’s not necessarily that its vital to them. Really, they simply don’t know what else to ask.

They never say “can you make me feel better about myself”, or “can you change me so my partner finds me more attractive”, or “Can you make me sexier and more popular” even though they may sub consciously be feeling these things.

Sure, they may have a budget that they want to spend on membership but like everything in life, this is a moving feast and is negotiable dependent on what they are getting back in return.

Do you think they would pay many times more if you could GUARANTEE the results? You bet!

The critical mission to selling memberships when you are not the CHEAPEST player in town is to get them to come down and visit you and sit 1 to 1 while you explain “what makes you different”. Anything else is throwing in the towel and giving a huge proportion of your hard-won prospects to the opposition. Crazy!

If you doubt the logic try this test.

I’ve got 2 cars for sale, a Blue one and a Red one.

You can have either for £1000. Which one do you want?

If you chose the blue one you are now the owner of a broken down, 20-year-old Mini with bashed in wings, boot and 3 flat tyres.

If you chose red you can drive away a brand new, out of the show room Porsche Carrera.

Who chose Blue?

You did because you couldn’t see exactly what you are buying, and you therefore couldn’t make an informed decision. It’s the same with fitness clubs where you are differentiated on service and facilities.

You’ve got to first see them and hear about them to understand the value they offer.


There are 2 sorts of people who want to know your price

  • Prospects interested in finding out more information on your club
  • Your competitors ringing to see what this month’s offer is! Do you really want to do their leg work for them?

Before we get into the script you should use I want you to think about the customers ability to make a value judgement on your club without seeing it.

Do you think that you have a good chance of converting the prospect against your competition by quoting price alone? If you are the cheapest Club in the area or you have a great reputation, then you may be ok to go right ahead and quote rates.

If not, here’s the plan…..

This conversation starts when you get the prospect on the phone when either they have called in or you have followed up an enquiry and are calling them back

They say something like…How much is membership?

You then use the following line word for word …

“I can certainly help you with that.”

(If they don’t know who you are, introduce yourself and tell them your title and function)

My names Steve Davis, I’m the Fitness Director here and my role is to help all of our Prospective new members”

Here’s the bomb….

So that I can give you the correct information, do you mind if I ask you a few questions first?”

Basically, this disarms the customer completely because you have suggested with is line that only after the customer giving you more detail can you answer their original question.

What the prospect did was essentially like ringing up a n Indian takeaway and asking, “how much is food”!

You then go into a questioning sequence when you aim to get as much information about the prospect (and note it somewhere because its gold dust in the follow up process), as well as building rapport and getting them to converse with you.

The questions you ask will be around the anacronym S.A.L.E.S

Status – Who is the membership for, what does it include, how long for etc

Aims – What does the customer want to achieve, how long have they been thinking about it, what’s stopped them before? Why now?

Lifestyle –Do they live locally? Occupation? Family? Leisure interests? Football team? What time of day will they be using the club, how frequently etc

Exercise history – What have they been doing exercise wise. Why did they stop? How much were they spending?

Source – How did you hear about the club.

NOTE – You must get the email address & mobile phone number

“It’s lucky you called today because we’ve got a special bonus offer for all enquiries we get this week. If you give me your email address I can send you the details.”


There is a lot of tips that I can give you on how to get the appointment set but space and time prevents me doing it here so that’s for another day.

Here’s what you need to understand right now.

You keep asking questions as we’ve discussed until you can hear, and feel, that you have found some rapport with your prospect.

Rapport is the sound that you hear and feel when the customer really starts to engage with you.

It could be they laugh at your jokes or they make one. They may share personal details about themselves, but you will detect the turning point in the conversation when the relationship changes.

At this point you will say something like:

“What would be great if you can find 30 minutes today or tomorrow to pop down the Club, so we can discuss your programme in more detail and you can get a feel for the atmosphere”

“Do you have 30 minutes today or tomorrow?”

“Morning or afternoon? Etc till you get a fixed time for the appointment”

Then you take the pressure off by saying

“The great thing about Axis Fitness is that whatever option you choose with us carries with it a 100% no quibble unconditional 14-day money back guarantee so you can be sure that the Club is going to be right for you whichever of our programmes you decide to take. How does that sound? 

Then go for the referral offer?

“Just to make you feel more comfortable would you like to bring a friend with you when you visit?”

This is the equivalent of McDonalds “Do you want to supersize that?”. A line that increased MaccyD sales by 10%, simply by asking every single customer who entered a restaurant. Scripts work when they get used every time.

Good luck. Let us know how these techniques work for you!

Broaden your range of Joining Offers to improve the conversion of your Fitness Club marketing

Keep the market interested in your promotions by mixing up the themes and categories of your offer

Here’s a laymen’s guide to the main 10 categories of membership offer

1. Term Memberships

Short term front end offers of varying degrees of duration. We have found best success with 21 day trial memberships. It’s enough time to get people into the groove of how the club works but not too long that you run the risk of losing the trialist if you are not supporting them sufficiently.

The 1 day pass we find least effective as it doesn’t give the chance to build any relationship either between Club and trialist or staff and trialist.

These offers are usually deployed with an upsell conversion incentive presented at the start point of the transaction, or during the term and also at the end to drive traditional membership options.

2. Extended Term memberships

The BONUS months are at the END of the 12-month period




The offer is dependent on the customer paying a minimum of 12 payments before receiving the bonus ‘free time’. The upside on this type of deal is that the Club receives a sum of money guaranteed BEFORE the bonus is given so the RV ( residual value of the membership ) is quantifiable.

Clubs can encourage existing members to continually resign to a new bonus contract in exchange for a restart of the qualifying 12 months of payment.

We recommend that Clubs work with their membership administrators to ensure that the restart process (once the FREE period is over) is efficient and seamless.

3. Bulk membership Discounts


Buy 1 Get 1 50 % off

The offer is based on a full settlement of the first membership triggering the discount on the subsidiary.

Popular all year round and ideal if utilised with a Facebook audience campaign where targeting can be precise to a market. Newly engaged, newlyweds, new residents for example

4. Discounted Joining Fees

Nil joining fee

50% off

Discounts only on the joining fee.

Classic stuff but fraught with dangers in our view. Customers hate paying what their friends didn’t have to.

There is always a sales hangover immediately after a close out on a discounted joining fee offer.

Clubs need the upfront money from joining fees to fund higher powered campaigns. Success goes to those that spend the most in this digital era!

5. Deferred start memberships

‘Join today pay nothing more until January’

Technically a discount off the joining fee but used predominantly where a joining fee is to be introduced for the first time or at traditionally quiet times of the year such as November or August.

The full joining fee is levied but the monthly subscription has a delayed trigger of one or two months

This is a favoured tactic of ours in October and we tend to follow it with an extended term offer in November and a FREE trial offer in December.

6. Added Value Offers

Join today – win a Car! No discounts. The offer is value added to sweeten the acquisition of the full joining fee or membership.

This tactic we predict will be utilised increasingly in the future as the need to protect the upfront cash becomes more important.

Typical types of value added services will be:

Training Packs

Programme aids such as heart rate monitors, activity trackers,

Affiliate bonuses – FREE meals, Hair & beauty Vouchers

FREE to enter competitions

7. Free trial Start ups

‘Try our club with a 7-day Complimentary membership’. No cash changes hands so it can be a risky and expensive policy if the club offers a full induction service to trial lists who subsequently don’t join.

The “FREE” tag undermines the authority and perceived quality of the Club

Attracts leads but not necessarily good prospects and conversion stats can be very low. Unless you are a very low-priced operator we are not a fan of this as a promotion.

We are huge fans of the “Complimentary Personal Consultation Session” which allows operators to get 1o1 with a prospect and to really canvass them. This session need to be carefully choreographing to include prospect assessment, lifestyle analysis, and a backend sales presentation.

8. Cash Back Schemes

A retrospective reward concept for the customer to subscribe for the full year or membership term or as a benefit of renewal or frequency of use. Usually the reward is a return of the joining fee paid.

Upsides are the cash back reduces the barriers at the front end towards joining fees. The other benefit for the club is that if the cash back is rewarded for usage or results, the likely testimonial value outweighs the cash back amount.

9. Money back Guaranteed memberships

The offer is a customer satisfaction driven one. Timeframes between 7 and 30 days can be used as a cooling off period.

Money Back Guarantees increase prospect confidence and build authority. We believe that every Club should utilise MBG s on all programmes

10. Corporate membership offers

Corporates can be used to legitimise price discounts bit there must be logic and it must be fair as members will inevitably talk and compare rates and rationale.

The key to good corporate marketing these days is being mindful that only 15% of the population are members of a Club at all so operators need to ensure that hey have a service for employees who for whatever reason are not ever going to join your club. Having said that, there are many good reasons for pursuing a wellness programme aimed at the Corporate sector.

The 20 Unspoken Fitness Prospect Questions Your Sales Team Need to Cover!

Before your team engage with any New Year prospects, make sure that they have got plausible, compelling answers to these 20 key questions.

Just because they don’t get asked them expressly, doesn’t mean they are not being thought about by your prospect. An effective sales presentation will cover these important psychological barriers to joining.

1. Does getting fit hurt?

2. Am I locked in to a long contract of membership?

3. What If I really don’t like it once I start?

4. How much time do I need to commit to get results?

5. What happens if I don’t understand how to work the equipment?

6. Will I be looked at by other users?

7. What happens when I visit the club?

8. What happens on the first visit?

9. Will I meet people like me?

10. What does your Doctor do for the Club and how will it help me?

11. How will I know if the programme is working?

12. Do I need to change my diet?

13. Do you help motivate me? I might need it?

14. What happens when my body stops responding to your regime?

15. Can I train with my friends?

16. What makes you different to the cheaper one down the road?

17. What about my tummy? Can we get it flatter?

18. Can I get time with a trainer if I need it?

19. Should I take some classes when I join?

20. Is your Club fun?