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Keeping Your Gym's Membership Sales Strong Year-round

The following post was written Amanda Konigsberg, general manager of Active Wellness, for our Best Practices series.

Question: After the January rush, sales quiet down. How can we keep them strong all year long?

After a high-volume sales month such as January, I suggest that you encourage your sales staff to take some “me” time—to do things unrelated to work. It’s imperative for mental health.

Then, get down to business—hire an expert to analyze the demographics of your members, and that of your community at large.

Also, make a point of ordering The IHRSA Health Club Consumer Report, which will show you the offerings that attract a particular demographic.

When you do get a new lead, insist that your staff identify where it came from, and make sure that your entire team knows the importance of doing so.

When a new person joins your club, record how long they stay.

Every three to six months, as consumer demand changes, evaluate your marketing campaigns, and determine the return on investment (ROI). Also, draw a correlation between the percentage of your budget that you spend on any one type of marketing, and the percentage of people who say it was the reason they chose your club.

Use competitive information—prices and offerings—to close sales, but avoid the temptation to focus just on price! Instead, educate prospects on how they might achieve their goals.

If you follow these important steps, there’s a good chance that you’ll be successful all year!

Amanda Konigsberg
General Manager
Active Wellness
Sausalito, CA 

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