6 Effective Techniques for Increasing Sales in the Fitness Industry

When the challenge of attracting new members persists, your health club or studio may start to resemble a ghost town rather than a bustling hub for fitness enthusiasts. This not only impacts the vibrancy of your establishment but also hampers revenue generation. After all, without a steady influx of new members, meeting financial obligations and sustaining the operations of your gym becomes a daunting task.

In this article, we will explore six effective techniques designed to alleviate financial stress and boost sales in the fitness industry. By implementing these strategies, you can revitalize your business and create a thriving community of fitness enthusiasts.

1. Streamline the Sign-Up Process

Speeding up the sign-up process is one way to boost sales. Having too many hoops to jump through could drive prospects away. But when things are easy and convenient, your prospects are more likely to follow through with whatever's in front of them.

You should be looking for anything that saves time and makes things easier for your prospects. For example, the time it takes for paperwork and filling out forms can add up quickly. Consider offering an online onboarding form to cut down on the amount of in-person paperwork or using digital waivers to make signing up go faster.

2. Understand Your Target Audience

It can be challenging to sell more gym memberships if you don't know who you're targeting, which is why you should make it a point to get to know your audience.

Take inventory of your current members. Here are some potential questions to consider:

  • What are their health and fitness goals?
  • Are they more into strength training or cardio?
  • What classes do they like of yours?
  • What made them sign up with your gym or studio?
  • What amenities would they like to see added to your gym?
  • On top of getting familiar with your audience, you'll want to identify your brand's USP (unique selling point). Your USP is something your gym or studio offers that others don't, such as special workout classes (like Tabata or HIRT) or other unique amenities.

If you know your target audience and have a clearly defined USP, you can better position yourself for new leads that will actually convert to paying customers.

3. Analyze the Competition

You should also know how your gym or studio stacks up against the competition. Knowing your competition can help you play to your strengths and sell your gym better when speaking with potential customers.

Consider the following ways your gym or studio can distinguish itself from the competition:

  • Class offerings: Offering a variety of group training classes can help you meet your gym members' different fitness needs and goals.
  • Equipment offerings: When your members know they're getting the latest and greatest equipment out there, there's no need for them to look elsewhere.
  • Personal training or gym staff experience: You might be known as one of the best gyms around when it comes to personal training, or perhaps your gym has an in-house nutritionist that can help clients reach their healthy eating goals.
  • Digital or online streaming capabilities: Online app workouts or group classes that members can stream live or on-demand can be a big plus for gym membership retention.
  • Price: Can you offer the cheapest gym membership in town? Or maybe you're able to provide flexible pricing to your members.
  • Other member amenities: This can include special features such as sports injury rehab, massage therapy, sauna rooms, hot tubs, cryotherapy, etc.

4. Personalize the Customer Experience

A little personalization can go a long way in increasing sales. In fact, one study found that 80% of consumers are more likely to buy from a brand when they feel like the experience is personalized.

While you're going through the sales process, try not to rush. Talking to prospects with the same generic, ready-made sales script or sales pitch can be a turn-off. Take the time to build rapport with potential customers, and get to know their interests and goals for joining your gym.

When you show prospects around your facility, make sure the tour is customized to their interests and goals. Focus on the classes or amenities they are interested in and can help them stay motivated on their fitness journey.

How you communicate with a sales lead is also another way to personalize their experience. Whether through phone or email, make things convenient for them and communicate through the medium they're most comfortable with.

5. Implement a Referral Program

A referral program is a great way to bring in new leads while rewarding your current members. According to Nielsen, 92% of consumers trust recommendations from family and friends over any other form of advertising. So, who better spread the word about how awesome your gym is than its current members?

Make sure your referral program has an offer that's just way too good to pass up. Also, your referral program should have incentives for both the referrer and the referee.

Here are some ideas for incentives in your referral program:

  • Discounted memberships
  • Upgrades, such as free group training classes or access to a personal trainer
  • Branded workout gear or gym accessories like water bottles or workout mats

6. Leverage Social Media

Whether it's Facebook, Instagram, or YouTube, having a social media presence is somewhat of a necessity for successful brands in today's digital world. You can use social media for your marketing campaigns, and it's one of the best places for you to connect with your audience and build up your brand's visibility.

Here are some ideas to get you started with being active on social media:

  • Come up with a social media fitness challenge
  • Share videos of proper exercise form, different techniques, or offer fitness tips
  • Let people know about new promotions, special offers, or deals
  • Share pictures of your gym or facility
  • Post before and after photos, testimonials, or inspirational stories about your current gym members
  • Start a hashtag that's unique to your gym or studio
  • Start a blog and write epic content

It's time to take your sales efforts to the next level. By identifying your USP, getting active on social media, personalizing the sales experience, implementing a referral program, streamlining sign-ups, and understanding your target audience, you can boost sales and help grow your fitness business.

Solutions like TouchSuite can aid in this process by providing gym management software to automate lead management, streamline onboarding, and deliver a personalized experience for your members. Leveraging such tools can give you a competitive edge and help increase sales in the fitness industry.


  • Jonathan Bomser

    Writing for Touchsuite, Jonathan Bomser, is a technology and marketing expert with over 30 years of industry experience. He is a businessman, writer, artist and musician. He has vast knowledge of finance, business and technology. Jonathan is currently founding, investing and board advising in several early stage and start up companies. Jonathan has been involved in Technology, Media, Marketing and Advertising for a multitude of Fortune 500 companies for over 30 years.He has served as a strategic, creative and marketing executive and consultant for both parent companies and subsidiaries at AOL, The National Football League, The Walt Disney Company, NBC, MTV, Viacom, Time Warner, USA Today, Alliance Entertainment, WPP, Penguin USA, along with numerous other established companies, start-up ventures and reorganizations.Jonathan was the CEO and Founder of BigLinker.com, which was acquired by Ziff Davis (Nasdaq: ZD) in 2021, CEO and Founder of TownTarget.com from 2013-2015 which was acquired by Touchsuite/American Bancard in 2015 and previously Bomser Payan Interactive Agency from 2008-2012 which was acquired by Big Step Interactive/Digital Marketing Associates. Jonathan was the key developer for the technology used to power many of their successful digital campaigns. Clients included national brands such as Adidas, PNC Bank, Massage Envy, European Wax Center and others.Jonathan has also helped manage the technology initiatives, creative strategies and business development for AIM Pages.com, AOL’s Social Network. Since May 2006, Jonathan has also been consulting for technology, marketing, sales and creative strategies for Veoh.com, BigString.com, Vuguru.com and others. Before consulting for these major companies, Jonathan was a principal in En Pea Productions,Inc. which was a television production company focused on reality television, commercials and music videos. Jonathan is also the former Board Member, CEO and President of WoozyFly.Inc. Trading on under the symbol WZFY.Jonathan's current projects at AccountSend.com, VocalChimp.com and CoolValidator.com

    Touchsuite is located in Boca Raton, FL and is a payment processing and point of sale company that specializes in merchant accounts, point of sale systems, Grubbrr self-ordering kiosks.