Pump Up Your Gym’s Personal Training Sales
Key Points
- Boost personal training sales by promoting your trainers as experts through in-club profiles, social media, and engaging content like webinars or videos.
- Diversify offerings with creative marketing and program options, such as shorter sessions, bootcamp packages, and new member promotions, to attract a wider audience.
- Train your personal training staff in sales techniques, using scripted presentations and measurable strategies to improve conversions and meet revenue goals.
Table of Contents
Are you one of the health clubs ignoring this vital ancillary profit center, expecting trainers to walk the floor and have people flock with their wallets in hand?
Selling personal training sessions can add about 10 percent to your overall revenues, and that means this revenue stream is nothing to be neglected. So, here are some tips to help you with that.
Showcase Your Trainers as Experts
Allow your trainers to shine, make them and their successes famous.
From YouTube videos to in-club profiles, make sure that your members and prospective members know not only what personal training can do to help them reach their goals, but that your health club’s personal training staff is made up of superstars who can get them there better than anyone.
Train Your Trainers to Sell
Sure, your trainers know fitness. But unless they can sell, all that knowledge might go to waste.
Once you find the best way to sell personal training at your gym, use it. Develop an entire sales approach that your personal training staff can follow, and regularly measure it and make adjustments needed to reach goals.
If you need help with this, our consulting to boost program and service revenue can provide a customized plan to grow your non-dues income streams.
Spice Up Your Marketing and Offers
This goes for both your marketing and your program offerings. Too often gym owners become complacent and do the “same old, same old” because that’s how they’ve always done it.
Doing what you’ve always done has probably served you well and gotten you to where you are; however, to get beyond where you are you may need to try a new route.
If you have always marketed your personal training by hanging in-club signs, perhaps try promoting it online. If you’ve always sold training in one-hour segments, try 30-minutes to entice members that may not be as committed or ready to train for an hour.
Also, take advantage of the bootcamp craze by not only selling them as part of your training department’s offering, but by packaging individual sessions at a discount for bootcamp participants who want a more personalized fitness training experience.
Have your trainers host an online webinar (Facebook live makes this very easy) so they can share information on topics and show their expertise, and offer a personal training promo code for all attendees.
Make Personal Training Sales a Team Effort
While selling memberships is the primary job for your sales staff, everything in the club should be on the table for them to sell and profit from.
During the membership sign-up process, go one step beyond having an orientation or free personal training session. Offer a new member package that the membership representative can offer while the new member is excited and has his or her credit card out.
Even if you don’t offer an intro package, offer your sales staff a bonus for having them sign up for and do the complimentary sessions with the trainer. This small bonus can do wonders for getting more people in front of your trainers who can use that time to sell a package.
Key Takeaways
- Involve your sales staff in promoting personal training during the membership sign-up process, offering incentives to drive more members toward training packages.
- Highlight your trainers’ expertise and make them visible to members through creative promotions like social media videos, webinars, and in-club profiles.
- Equip your trainers with effective sales training and a structured approach to ensure they can confidently convert complimentary sessions into long-term clients.
- Experiment with new marketing strategies and program formats, such as 30-minute sessions or bundled bootcamp packages, to appeal to different member preferences.
And once you’ve improved your personal training sales systems, the ACE’s customer retention tips for personal trainers can help you keep those new clients engaged and renewing.
