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?



The 17 Step Fitness Club Membership Conversion Programme

1. Lead generation focussed campaigns designed to acquire prospect email data

2. A Sequence of 4 “Indoctrination” Videos sent out prior to touring the club

3. A “Bring a Friend” Invitation by txt. Email, phone offered prior to tour

4. A Competition entry data capture system at the point of visit.

5. In-club Welcome board and smiling recognition by name at Front desk

6. Trained, scripted and well compensated membership sales people

7. An initial professional consultation interview and choreographed, multi- media presentation of the offers

8. A compelling additional BONUS offer to motivate customers to join there and then

9. A choice of Triple Option starter programmes & memberships– Good,Better,Best options

10. 14-day Money back Guarantee on all Memberships

11. Transferable Membership options on 12 months PLUS memberships

12. A handwritten Thank You card on the day of the visit

13. A sequence of interesting prospect follow up emails containing Member testimonial videos

14. A Complimentary Personal Consultation offer and 1-day Guest pass after 14 days as a prospect

15. A VIP 3-day pass offer after 28 days

16. Access to a Fitness@ Home Scheme after 42 days as a prospect.

17. A multi-offer landing page to re-engage cold prospects accessible from every follow up email



The Future of Fitness Club Marketing is HERE…

If ever there was a FREE Webinar that could change the future of your fitness club, it’s THIS one…

On Tuesday 11th July at 4:00 pm, we will be hosting a Free Webinar that will show you how your fitness club can take advantage of our cutting edge marketing strategies and guarantee success.

MORE Leads, MORE Sales, MORE Profits.

Your summer could be about to get a whole lot brighter…

Click the button below to register for this FREE event.



If you can’t attend on the day but you would like to find out more about how we help fitness operators like yourself make more money.

Call us on 0207 917 2780 and let’s chat about your club.

Want More Profit From Your Fitness Club? Register For Our FREE Webinar & Find Out How…

Killing Yourself trying to sell Memberships in a Downturn Economy and a Competitive area?

We have just the solution for you…


On Tuesday 11th July at 4:00 pm, we will be hosting a Special Webinar on:

How we Transform Your Club into a Revenue Generating Machine in 90 days or Less!

And best of all, it’s absolutely FREE

So register today and get a HUGE jump on your competition. You’ll be so glad you did.


What To Expect:

  • Proven, profitable strategies to make your club a revenue generating machine and most importantly LOVED by your members.
  • Everything you always wanted to know about membership pricing, marketing, sales, customer service, management, retention, fitness services, and staffing.
  • Presented in a replicable framework that you can take away and use in your own business IMMEDIATELY.

Make sure you’re there to see and hear it all for yourself.

Click HERE to register now.

The Power of Testimonials

Today’s Marketing tip for you is short and sweet: Get more Testimonials.

All of us in the fitness club businesses can make better use of testimonials. Why are they so powerful? Because, no matter how strong your sales and marketing skills, no matter how well you communicate the benefits of your facilities and services, nothing communicates the quality of what you are offering better than the words of other people who have experienced doing business with you.

And as an added bonus – Testimonials are Free!

Here are some tips for maximising your testimonials:

The best testimonials give a detailed and specific description of how the person has benefited from what you have to offer.

“John is a great trainer. I highly recommend him”  – This is not a particularly effective testimonial. The following would be much better because it specifically describes the benefits of hiring John:
“John is a great trainer. He takes all the hassle away from deciding on what i have to do to achieve my fitness goals and he is always available to answer my questions. Just one piece of advice that he gave me a few months ago resulted in me losing 12 pounds in 6 weeks ! Above all I trust him. He started as my trainer but has become a trusted adviser. If you need a superb personal trainer – I strongly recommend calling him today.” 

One of the biggest obstacles to growing your business is convincing people that you can really deliver on your promises. A testimonial does it for you. So when customers tell you they’re pleased with you, don’t be shy. Ask if they would be willing to share their experience with others. Most will actually jump at the chance to write you a testimonial. You know what it’s like to experience a great product or service. It’s so unusual you want to let others know about it.

Include your customer’s name on the testimonial. Don’t use anonymous testimonials because people don’t believe them.

Once you get testimonials – use them! Put them everywhere – on your website, brochures, emails, videos. You can even get your best testimonials printed out on sheets and hand them to customers when they bring up an issue. In fact, testimonials are a great way to handle objections. If a customer tells you they think you’re too expensive, pull out five testimonials from customers explaining why you’re worth every penny. This is very powerful.

If you are starting a new personal training business, plan to make testimonials an integral part of your marketing from the outset. You could even give your first customers a price reduction if they’ll write you a great testimonial.

Another great strategy is to record your customers’ testimonials and put them on your website.

It’s also worth including testimonials in letters you send to customers and prospects.

Please don’t under estimate the power of testimonials. They can increase your conversion rates by 30% or more.

15 Vital Components for a High Converting Fitness Club Membership Sales Programme in a fiercely competitive market

1.      A Sequence of 4 Indoctrination Videos sent out prior to touring the club

2.      A Bring a Friend Invitation offer prior to tour

3.      A Competition entry data capture system at the point of visit.

4.      In-club Welcome board and smiling recognition by name at Front desk

5.      Trained, scripted and well compensated membership sales people

6.      An initial professional consultation interview and choreographed, multi- media presentation of the offers

7.      A compelling additional BONUS offer to motivate customers to joining there and then

8.      A choice of Triple Option starter programmes

9.      14 day Money back Guarantee on all Memberships

10.  Transferable options on 12 month memberships

11.  A handwritten Thank You card on the day of the visit

12.  An immediate ups ell programme for new members

13.  A sequence of  follow up email s containing Member testimonial videos

14.  A VIP 3 day pass offer after 14 days

15.  Access to a Fitness @ Home Scheme after 28 days as a prospect.

For more techniques on how to increase your  membership sales, visit our website:


If a webinar could change your membership sales, this is the one…

Due to the success of our first Webinar, we’re doing another! Join our FREE webinar ‘Why should Fitness Clubs be advertising on Facebook?’ on the 14th March at 16:00 hours.

If you’re not spending enough on Facebook Advertising, you’re probably not selling enough either.

I am going to show you – FREE – How and why Facebook advertising has become the No.1 choice of marketing media for fitness clubs.

We will reveal the 3 secret ingredients that make it so powerful PLUS we will give you the complete A-Z of how you set up your website to take full advantage.

We will show you the live example of how a Fitness Club in a small Cambridgeshire town was able to generate almost a 1000% ROI on a recent campaign using Facebook advertising.


If you want more customers in your businessthis is an event you will not want to miss.

It’s not too late; you can still join me. Register now!

Or if you can’t make the webinar, give me a call and we can arrange an online demonstration of what we can do for your Fitness Club: 020 7917 2780

Look forward to hearing from you,
Duncan Green