7 Strategies for Increasing Gym Membership Sales
Posted by Chad Richardson on Jul 1st 2022
7 Strategies for Increasing Gym Membership Sales
- 1. Make It Easy for New Members to Sign Up
- 2. Get to Know Your Target Audience
- 3. Scope Out the Competition Too
- 4. Personalize the Customer Experience
- 5. Start a Referral Program
- 6. Get Active on Social Media
- 7. Create a Lead Management System
- Wrapping Things Up on How to Increase Gym Membership Sales
When you struggle with getting new members to sign up, your health club or studio can feel more like a ghost town than a place where people come to get in shape. Not only that, but if you can’t attract new members, that means revenue isn’t coming in. And without any revenue, how are you supposed to pay the bills and keep your gym open?
In this article, you’ll learn about seven strategies to help ease your financial stress and ways to increase gym membership sales.
1. Make It Easy for New Members to Sign Up
Speeding up the sign-up process is one way to boost your gym membership 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 wavers to make signing up go faster.
2. Get to Know Your Target Audience
It can be hard for you 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. Scope Out the Competition Too
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. If your gym or studio needs an upgrade, consider diversifying your equipment offerings and investing in the YBell 10-Piece Combo.
- 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 with increasing gym membership 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. Start a Refferal 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 to 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 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. Get Active on 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
7. Create a Lead Management System
It’s easy for leads to get lost if you’re disorganized and don’t have a process in place for managing them. When it comes to closing gym membership sales, that’s where having a lead management system can help you.
Set up a lead tracker to monitor where target clients are in the sales process. And be sure to have a system in place for following up. Consider investing in gym management software to help you automate the lead management process.
At the end of the day, you just want to have a system in place that helps you keep all your ducks in a row and stay organized when it comes to managing leads.
Wrapping Things Up on How to Increase Gym Membership Sales
It’s time to take your gym membership sales to the next level. By identifying your USP, getting active on social media, personalizing the sales experience, and starting a referral program, you can boost your gym membership sales and help grow your gym.
Still have questions about how to increase gym membership sales? Contact the team at YBell Fitness to see how we can help your gym stand out from the competition.
Chad Richardson is a freelance writer from Cincinnati, OH. When he’s not behind his computer, you can catch Chad at the gym or rooting on his hometown teams with a group of friends.
You can read more about Chad on his website at www.writingtitan.com.