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



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 !!!


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