Thursday, 1 May 2025

Too Much Choice? Why Simplifying Your Membership Options Could Be the Smartest Move for Your Gym

When it comes to memberships, many gym owners believe that more options mean more appeal. Offer something for everyone, and you’ll increase your chances of converting leads into paying members—right?

Not necessarily.

In reality, offering too many types of memberships, bolt-ons, discounts, and special rates often leads to confusion, operational friction, and missed revenue opportunities. And while every membership structure is created with good intentions, few are reviewed through the lens of long-term performance or simplicity.

Here’s why having a clean, streamlined membership offering isn’t just better for your clients—it’s essential for your team, your brand, and your bottom line.

1. Too Much Choice Leads to Decision Paralysis

If a potential member is presented with six tiers, three bolt-ons, four discount structures and an “offer that ends tonight,” they’re not feeling impressed—they’re feeling overwhelmed.

When people feel confused, they delay decisions. And in most cases, that delay becomes a lost sale.

More options don’t equal better conversions. In fact, the more mental energy someone has to use to decide, the more likely they are to opt out altogether. Simplicity sells.

2. It Confuses Your Team—and Hurts Sales

Too many membership types don’t just confuse customers—they leave your team second-guessing what to offer and when. Without a clear pricing strategy and process, most staff fall back on one or two “safe” options—usually the cheapest or easiest to explain.

That’s where the Crosshairs Price Presentation—a key part of our Fit to Sell method—makes a huge impact.

Rather than relying on a static price menu, this approach helps staff:

Show they’ve listened to the prospect’s goals and concerns
Present relevant pricing options with purpose and confidence
Offer the right product for the individual—not the one they remember best
Avoid discounting as a default tactic to close a sale

If your team isn’t trained on how to present price with clarity, confidence and strategy, they’re not selling—they’re surviving.

👉 Want to master the method?
Download your digital copy of our book:
“Fit to Sell – Mastering Sales in the Fitness Industry” and get the full breakdown.

3. Inconsistency Creates Conflict

With dozens of combinations in circulation, confusion is inevitable. One member has a bolt-on they never use. Another pays more than someone else for less access. A third asks why their friend gets a discount they were never offered.

Suddenly, your front-of-house team becomes a complaints department.

What’s worse: inconsistent pricing leads to a lack of trust in your brand. Your team becomes unsure. Your members become frustrated. And your management spends more time fixing admin issues than focusing on growth.

4. It Can Devalue What You Offer

While you may believe that more options and more discounts show flexibility, the reality is they can actually undermine your value proposition.

If every membership feels up for negotiation—or if it’s cheaper to bolt together access than just join properly—you’re telling people your pricing has no real structure.

Clear, premium, well-structured memberships send a message:
“This is worth it—and here’s why.”

5. Not All 'Well-Meaning' Memberships Make Financial Sense

Many special rates are created with the right intentions—but they don’t always work for the business.

Think about common offers like:

Off-peak or limited access
Over 55 or retirement rates
Student discounts
Corporate packages

The goal is often to drive traffic during quieter times—but in truth, these individuals are usually attending during those hours anyway. They’re more available, they often use the club more, and they’re getting greater value at a lower price.

Here’s a real-world example:
At Marriott, we introduced a discounted 5-day golf membership to encourage weekday play. The idea was to free up weekend tee times. In reality, those members played 3–5 rounds per week—far more than full members who could only manage one round at the weekend. Yet the full members were paying significantly more.

So who should really be paying more?

In some cases, members would have been better off just paying per visit—and the club would’ve earned more as a result. Every membership needs to be analysed based on actual behaviour and revenue impact, not just intent.

6. If You Offer Discounted Rates—Set a Clear Limit

There’s nothing wrong with offering strategic discounts—but they must be controlled and consistent.

As a rule of thumb:
✅ No discount should be more than 20% off the full membership price.

This applies to:

Corporate rates
Off-peak access
Students and over-55s
Promotional offers

The only exception? Children’s memberships, which operate in a different pricing model altogether.

This 20% threshold protects your pricing integrity, supports upselling to full membership later, and ensures you’re not giving away more than you gain.

7. Simple Doesn’t Mean Basic—It Means Strategic

Simplifying your pricing doesn’t mean stripping back your value—it means removing the friction.

A strong, simplified pricing structure:

Builds staff confidence
Supports better conversions
Reduces complaints
Makes performance easier to track and forecast

Think one core membership, one premium option, and any extras clearly defined. That’s all most clubs need.

Final Thought: Complexity Kills Confidence—Clarity Creates Conversions

If your sales process is clunky, your team is hesitant, and your pricing is getting questioned more than celebrated, the solution might be right in front of you.

Simplify your structure. Train your team. Sell with clarity.

At Black Raccoon Consulting, we help gyms strip away the noise, rebuild with strategy, and create pricing models that actually serve the business.

If your memberships aren’t working for you, let’s fix it.
Get in touch—we’ve done this hundreds of times, and we’re ready to help you too.

The 5 Most Common Things Missed by Struggling Gyms

Focus on more than just sales—or risk filling a leaking bucket.

Let’s be clear: most gym owners are doing a lot of the right things. Driving membership sales, growing revenue, and investing in lead generation are essential pillars of a successful fitness business. But when gyms start to struggle—or plateau—it’s rarely because the team stopped trying to sell.

The problem is, they’re focusing on the top line while ignoring the foundations underneath it. And if you're not careful, you end up stuck in a cycle of trying to sell your way out of issues that aren't actually sales problems.

Here are the five most commonly missed areas we see in gyms that are underperforming—and why they matter more than you might think.

1. Attrition Rates – Know How Many Are Walking Out the Door

Sales bring people in, but retention keeps your business afloat. If you're losing 5% or more of your members each month (and most clubs are), you could be watching hundreds of members slip away every year.

The cost? Massive. Not just in lost revenue, but in marketing spend and staff time trying to replace them. Understanding and tracking your attrition rate allows you to spot early trends, fix onboarding issues, and improve engagement—all before someone hits "cancel."

🛠️ What to do: Track monthly attrition, exit reasons, and length of stay. Don’t guess—measure.

2. Sales Process & Conversion Rates – You’re Getting Leads… But Are You Converting?

Many gyms are generating leads but don’t have a clearly defined, consistently delivered sales process. That’s like fishing with no hook—you’ll catch some, but you’ll lose a lot.

Low conversion rates usually signal issues with follow-up, poor enquiry handling, inconsistent tours, or a lack of structure. And here’s the truth: more leads won’t solve a broken process.

🛠️ What to do: Audit your sales journey. Train your team. Use scripts as frameworks, not crutches. Track enquiry-to-join conversion and follow-up effectiveness.

3. Average Length of Stay – Your Silent Profit Driver

This is one of the most important (and most ignored) numbers in the business. If your average member stays for 6 months, your revenue looks very different to a club with 12–18 months of retention.

You can sell 100 memberships a month, but if people only stick around for a short time, you're constantly working harder to stay in the same place. Extending member lifespan is one of the fastest ways to improve profitability.

🛠️ What to do: Calculate your average length of stay and aim to improve it month by month. Focus on early engagement, onboarding, and touchpoints during the first 90 days.

4. Staff Training, 1-1s & Team Meetings – A Team Without Direction Will Drift

Your team drives your member experience, sales performance, and culture. But many gyms only invest in training when there's a crisis—or worse, never at all.

Lack of regular feedback, poor communication, and unclear expectations lead to underperformance and disengagement. If your team isn’t being developed, neither is your business.

🛠️ What to do: Implement regular 1-1s, run purposeful team meetings, and train staff in both sales and service. Clarity, consistency, and culture come from leadership.

5. Client Journeys – What Happens After They Join?

Most clubs put all their effort into getting someone to join… and then drop the ball. A poor or non-existent client journey is a guaranteed way to increase cancellations and decrease referrals.

What happens in the first week? First month? Three months in? If you don’t know—or if your answer is "we send them an email"—you're missing the chance to create real loyalty.

🛠️ What to do: Map out your full client journey, from first contact to long-term member. Build in meaningful touchpoints, support, and opportunities to engage.

Final Thought: Fix the Foundations First

It’s not that sales and revenue aren’t important—they absolutely are. But if you’re only focusing on the front door and ignoring what’s happening behind the scenes, you’ll always be fighting uphill.

Fixing the leaks, improving the systems, and developing your people will give you a business that doesn’t just grow—but sustains that growth over time.

Need help with any of the above? At Black Raccoon Consulting, we specialise in building gyms that perform—top to bottom. Get in touch, and let’s make your gym work for you

Creating the Right Environment: Engaging the 5 Senses in Your Gym

gym environment

Creating the Right Environment: Engaging the 5 Senses in Your Gym

As a gym owner, it's easy to get caught up in marketing, memberships, and numbers—but one of the most overlooked drivers of retention and satisfaction is the environment you create inside your club. And we’re not just talking about how it looks.

If you want to deliver a truly great member experience, you need to engage all five senses. It’s not about being flashy or over-designed—it’s about making people feel comfortable, energised, and valued from the moment they walk in. Here's how:

1. Smell – Set the Tone with the Right Scents

Let’s be honest: gyms can smell. And not always in a good way.

The power of scent is often underestimated, yet it plays a huge role in how people feel in your space.

Reception & communal areas: Use light, clean, welcoming scents—think citrus, eucalyptus, or subtle vanilla—to create an energising first impression.
Studios & workout zones: Keep things neutral and fresh. Avoid overpowering fragrances, especially in high-intensity areas.
Changing rooms: Focus on clean, spa-like scents that make members feel fresh, not rushed out the door.

Freshness is a sign of cleanliness and care. If a gym smells stale, sweaty or chemical-heavy, that’s what members associate with your brand.

2. Sound – Create the Right Energy with Music & Noise Management

Music can motivate, energise, or annoy—it all depends on your choice of playlist, volume, and timing.

Match the music style to the space: upbeat in the weights area, more relaxed in stretch zones, energising but clear in classes.
Volume matters. Too low and it feels flat. Too loud and it’s chaotic. Find the right balance depending on time of day and space usage.
In quieter areas (e.g. reception or consultation rooms), limit background noise so your staff and members can have proper conversations without shouting.

And remember—it’s not just music. Clanging weights, chatty PTs, loud grunts—if not managed, these can all disrupt the member experience.

3. Sight – People Judge With Their Eyes

What members see as they enter your gym sets the tone for their entire visit.

Lighting: Bright and welcoming in reception, dynamic in the gym floor, and calming in wellness areas. Dull, cold lighting instantly zaps energy.
Cleanliness: This is non-negotiable. Dust, clutter or worn-out equipment are red flags for new joiners and daily frustrations for regulars.
Layout: Can members navigate your space easily? Is there flow between areas, or is it a maze of machines and confusion?

Good signage, clear zoning, and thoughtful design help members feel in control, even when it’s their first visit.

4. Touch – Make It Feel Easy and Comfortable

People notice how things feel—both physically and emotionally.

Equipment: Is it clean, well-maintained, and easy to use? Members shouldn’t be guessing which machine does what.
Access & flow: Is your gym easy to move around? Are lockers easy to use? Is there somewhere to put their water bottle or phone?
Temperature & comfort: Too hot and people feel sluggish. Too cold and it’s uncomfortable. Find the balance.
Human touch: Are your staff approachable, helpful, and confident? That moment of interaction, a high-five, a smile, a helpful cue—all of it counts.

A member might forget what playlist was playing, but they’ll never forget how your gym made them feel.

5. Taste – Not Just About Snacks and Shakes

You might not be running a café, but taste still plays a role in the gym experience.

If you offer protein shakes, coffee, or supplements, are they actually enjoyable—or just a revenue add-on?
Hydration stations or water coolers should be clean, accessible, and taste fresh (not chlorinated or stale).
Partnerships with local cafés, nutritionists, or meal prep companies can elevate your brand and give members added value.

This sense might not be top of mind, but when done right, it rounds off the experience and reinforces your attention to detail.

Final Thought: People Remember How You Made Them Feel

Creating the right gym environment isn't just about high-end kit or fancy decor. It's about consistently delivering a great experience across every touchpoint—through sight, sound, smell, feel, and even taste.

The good news? It’s not about perfection—it’s about intention. Small changes across the five senses can make a massive difference to how your members feel, perform, and ultimately, stay.

And if you’re unsure where to start—ask your members. Or better yet, ask us.

At Black Raccoon Consulting, we help gym owners identify the invisible barriers holding their member experience back—and put practical, performance-focused solutions in place.

Because growth doesn’t just come from ads or offers—it starts with how people experience your club, every single day.

How to Improve Your Gym Without Spending Money on New Equipment

Many gym owners believe that upgrading equipment is the best way to improve their facility. While new kit has its place, it’s not what keeps members coming back, drives revenue, or builds loyalty.

In reality, the best improvements you can make don’t require a huge financial outlay—they require better systems, smarter processes, and a more engaging environment. Most members won’t notice if your treadmill is two years old—but they will notice if your gym is clean, welcoming, and efficiently run.

If you want to increase retention, enhance member experience, and drive revenue without spending thousands on new equipment, here’s where to focus:

1. Improve the Member Journey from Day One

A well-structured onboarding process is one of the biggest factors in long-term member retention. If you don’t give members a clear journey and immediate value, they’re more likely to disengage and cancel.

Create a structured induction – Ensure every new member gets a guided introduction to the gym, services, and team.
Introduce PT and services early – Members are most engaged in the first 30 days—this is the perfect time to introduce PT, group training, and additional services.
Automate welcome emails & texts – Regular communication makes members feel connected.
Make introductions to staff – If members know at least one staff member by name, they are far more likely to stay.
Use community engagement tools – A Facebook group, WhatsApp chat, or exclusive member portal can help build relationships.

The first 90 days are critical. A great onboarding system can increase retention by 50%, keeping members longer and increasing their lifetime value.

2. Train & Motivate Your Staff

No amount of new equipment can replace great service. A motivated, well-trained team is one of the most powerful assets a gym can have.

Customer Service Training – Teach staff to engage with members on the floor, not just at reception.
Sales & Retention Training – Make sure your team knows how to convert leads and keep members engaged.
Empower your team – Let them take ownership of areas like social media, class programming, or community building.
Encourage team-led initiatives – Run internal challenges, competitions, or referral programs led by staff.

When staff feel invested in the gym’s success, they naturally create a better experience for members.

3. Enhance the Atmosphere & Environment

Small, low-cost changes can make a huge impact on how your gym looks, feels, and operates.

Upgrade lighting – Well-lit spaces feel more modern, energetic, and motivating.
Improve cleanliness standards – Regular deep cleans make a massive difference to member satisfaction.
Rearrange the gym layout – An open, logical layout creates a better training flow.
Repaint key areas – Fresh paint instantly modernises your facility.
Declutter & remove broken equipment – A tidy, well-maintained gym is more inviting.

A gym that feels fresh, bright, and organised will always outperform one with the latest kit but a poor atmosphere.

4. Streamline Gym Access & Member Processes

Frustration over sign-in, booking systems, and admin can drive members away. Improving these processes makes daily interactions smoother.

Introduce a seamless check-in process – Key fobs, barcode scanners, or app-based check-ins remove hassle.
Automate class bookings – Members should be able to book via app or website without manual effort.
Enable digital sign-ups & payments – Reduce admin by offering online sign-ups and direct debit management.
Speed up guest passes & trials – A simple self-service system for referrals and trials encourages new members.

A frictionless process makes every visit smoother and keeps members engaged.

5. Improve Food & Drink Options

A great cafe or grab-and-go nutrition station can increase secondary spend and create a social atmosphere.

Stock simple, high-margin items – Protein bars, shakes, pre-workout drinks, and energy snacks.
Create a small lounge space – A comfortable area encourages members to spend more time at the gym.
Partner with local suppliers – Fresh juices, meal prep services, or coffee stations add convenience and value.

Many gyms overlook food and drink sales, but even small offerings can generate extra revenue.

6. Build a Stronger Community

Members who feel part of something bigger are far more likely to stay and engage.

Run regular social events – From charity challenges to social nights.
Create internal member competitions – Leaderboards, transformation challenges, and in-gym contests drive engagement.
Encourage referrals – Offer buddy passes, friend trials, and member rewards.

A strong community culture makes your gym more than just a place to work out—it becomes a home for members.

7. Implement Smart Marketing & Retention Strategies

Many gyms spend too much on lead generation but fail to engage the leads they get. Instead of just spending on ads, focus on smart marketing systems.

Optimise organic social media – Show off member success stories, community events, and behind-the-scenes content.
Automate follow-ups – If someone enquires but doesn’t sign up, have an automated email/SMS sequence to keep them engaged.
Target existing members for upsells – PT, group training, and workshops can be marketed to members who already love your gym.
Use email & SMS reminders – Retention starts with communication. Members who get regular updates and check-ins stay longer.

Many gyms waste money chasing new leads but fail to nurture their current audience.

8. Know Your Numbers & Optimise Your Systems

The biggest improvements don’t come from new treadmills—they come from better decision-making.

Track retention & attrition rates – How many members leave each month? Why?
Monitor conversion rates – Are your enquiries turning into memberships?
Review class attendance – Which classes drive engagement? Which are underperforming?
Assess secondary spend – Are members spending on PT, retail, or extras?
Use automation – Follow-ups, reminders, and check-ins should be automatic, freeing up staff time.

Without clear data, you’re guessing—and guessing isn’t a business strategy.

Final Thoughts

A thriving gym isn’t built on new equipment alone—it’s built on great systems, strong communities, and a fantastic member experience.

Instead of spending thousands on a new machine that only a handful of members will use, focus on what really drives success:
✔ A great onboarding system
✔ Engaged staff & strong customer service
✔ A well-maintained, visually appealing gym
✔ Frictionless check-in & booking systems
✔ A strong community culture
✔ Smart marketing & retention strategies
✔ A deep understanding of your numbers

💡 Need help transforming your gym without spending thousands on new equipment? Let’s have a chat.

📩 DM me or email ryancharlesworth@blackraccoon.org to get started.

How to Successfully Sell Personal Training in Your Gym

Growing your Club| Personal Training

21 February 2025•13 min read

How to Successfully Sell Personal Training in Your Gym

Personal training (PT) is one of the most valuable revenue streams for gyms, yet many facilities struggle to maximise its potential. The challenge isn’t just about convincing members to sign up—it’s about seamlessly integrating PT into the gym experience, so it becomes the natural next step for those who want results. When done correctly, PT sales aren’t about hard-selling packages; they’re about helping members see the value of expert coaching in achieving their fitness goals.

Many gym owners assume that if members want PT, they’ll ask for it. In reality, most members are unaware of the benefits, unsure if PT is right for them, or worried about the cost. A well-thought-out PT sales strategy removes these barriers, making personal training an appealing, accessible, and valuable service rather than just another product to sell.

Start With the Induction – The Perfect Moment to Introduce PT

The member induction is often the first and most important touchpoint in a gym’s onboarding process. This is the perfect time to introduce PT in a non-salesy, supportive way. Instead of just showing members around the facility, a well-structured induction should focus on goal setting, education, and support.

Many new members don’t know where to start, what workouts to do, or how to use gym equipment properly. This presents a natural opportunity to introduce personal training as a solution to their challenges. A simple question such as, “Would you find it useful to have a professional help you build a structured plan?” can lead seamlessly into a trial session.

Including a complimentary PT session within the induction process is a great way to break down initial barriers. This session shouldn’t be a disguised sales pitch but rather an opportunity for members to experience hands-on coaching, learn something valuable, and build trust with a trainer. If done well, the session will sell itself.

The Power of Free Trial Sessions – But With Purpose

Offering free PT sessions can be a game-changer for increasing uptake—if done correctly. The key is to ensure these sessions have value and purpose, rather than being handed out randomly.

A good approach is to introduce PT through targeted free session cards, which personal trainers can give to members they engage with on the gym floor. Rather than giving them to every passing member, trainers should identify those who could benefit from PT, whether it’s someone struggling with their technique, looking uncertain in the weights area, or simply appearing open to conversation. This makes the offer feel exclusive rather than just another gym promotion.

Additionally, PTs should follow up with trial session participants. A simple check-in message or conversation can lead to discussing long-term coaching options based on their experience and goals. The more personal and engaged the approach, the better the conversion rate.

Encouraging PT Engagement Through Gym Floor Interactions

A common mistake in gyms is expecting personal trainers to sell PT without actively engaging members. Trainers who simply wait for clients to approach them will struggle to build their client base. Instead, PTs should be visible, approachable, and proactive in helping members throughout their workouts.

The best trainers don’t just stand around—they offer value. Whether it’s providing a quick technique tip, spotting someone struggling with form, or answering workout-related questions, these small interactions help build trust and position trainers as experts.

A great strategy is to train PTs to use ‘mini wins’ to create conversions. If a trainer gives a member advice that improves their squat technique or helps them activate the right muscles, they can then say, “I’d love to show you how to apply this across the rest of your programme. Let’s book a session to dive deeper.” These micro-moments of trust make members far more likely to invest in personal training.

Using Group Training as a Bridge to 1-1 PT

Not every member is ready for one-to-one training, but they may be open to small group training. This serves as an ideal stepping stone between general gym use and full PT sessions.

Group PT allows members to experience the benefits of structured coaching in a lower-pressure, lower-cost environment. It also allows PTs to demonstrate their expertise to multiple people at once, increasing the likelihood of one or more participants transitioning into full-paying PT clients.

Challenges, transformation programmes, and accountability groups are also great tools to bring members into regularly scheduled coaching environments, helping build the habit of structured training and making it easier to transition them into ongoing PT.

Offering Online PT and Hybrid Coaching for Extra Flexibility

For some members, time constraints and budget concerns prevent them from committing to in-person personal training. Online or hybrid PT options offer an alternative that allows members to get expert coaching without the need for regular face-to-face sessions.

Providing a club-branded online coaching platform allows PTs to:

Offer programming and check-ins outside of in-person sessions.
Keep clients accountable between gym visits.
Generate revenue from members who wouldn’t otherwise pay for coaching.

By bundling online PT with memberships, gyms can create additional revenue streams while improving member retention through ongoing support.

Flexible Payment Options – Removing the ‘Too Expensive’ Objection

Many potential PT clients don’t even enquire about sessions because they assume it’s too expensive. A simple way to overcome this barrier is to provide varied payment options, allowing members to choose a package that fits their budget.

Offering monthly PT subscriptions rather than one-off payments makes sessions feel like a standard part of their fitness routine rather than a luxury add-on. Memberships that include a set number of PT sessions per month can also help increase PT uptake while improving overall retention.

By allowing members to spread the cost of PT, gyms can significantly increase the likelihood of long-term engagement with coaching services.

Sell Outcomes, Not Just Training Sessions

A common mistake in PT sales is focusing too much on selling sessions rather than selling results. Members don’t buy PT because they want to work with a trainer—they buy PT because they want:

To lose weight faster
To build muscle more effectively
To feel more confident in the gym
To have structure, support, and accountability

PT should always be presented as the solution to their problem, not just another expense. Trainers who take the time to understand a member’s deepest motivations and tie PT into their personal goals will always have higher conversion rates.

Final Thoughts: Creating a Sustainable PT Sales Strategy

The most successful gyms don’t just rely on a hard-sell approach to PT—they integrate personal training into the member journey from day one. By ensuring that PT is introduced in a natural and supportive way, more members will see it as an essential part of their fitness journey rather than an optional extra.

To build a successful PT sales strategy, gyms must focus on:

Effective onboarding that positions PT as a solution, not a luxury
Active engagement from PTs on the gym floor
Alternative coaching models like group PT and online training
Flexible payment options to make PT more accessible
Selling transformation and progress, not just sessions

When members see real value in PT, sales become a byproduct of great service—not something that feels forced or uncomfortable. By shifting the focus away from “selling” and towards helping members get results, PT becomes an easy, natural upsell that benefits both the gym and its clients.

If you want to increase your PT sales without pushing hard-sell tactics, let’s chat. Get in touch today to learn how we can help you build a high-performance PT strategy for your gym.

You said:

Just add in there as well that it should not matter if they are internal or external freelance PT's. you wnat pt to be a success in your business, why?

ChatGPT said:

How to Successfully Sell Personal Training in Your Gym

When done correctly, PT sales aren’t about hard-selling packages; they’re about helping members see the value of expert coaching in achieving their fitness goals. Many gym owners assume that if members want PT, they’ll ask for it. In reality, most members are unaware of the benefits, unsure if PT is right for them, or worried about the cost. A well-thought-out PT sales strategy removes these barriers, making personal training an appealing, accessible, and valuable service rather than just another product to sell.

It doesn’t matter whether your PTs are internal employees or external freelance trainers—you want personal training to be successful in your business. Why? Because a thriving PT programme benefits the entire gym. Members who engage with PT stay longer, spend more, and get better results, all of which contribute to higher retention and increased secondary revenue. The stronger your PT offering, the stronger your overall business.

Start With the Induction – The Perfect Moment to Introduce PT

The Power of Free Trial Sessions – But With Purpose

Offering free PT sessions can be a game-changer for increasing uptake—if done correctly. The key is to ensure these sessions have value and purpose, rather than being handed out randomly.

Encouraging PT Engagement Through Gym Floor Interactions

Using Group Training as a Bridge to 1-1 PT

Not every member is ready for one-to-one training, but they may be open to small group training. This serves as an ideal stepping stone between general gym use and full PT sessions.

Offering Online PT and Hybrid Coaching for Extra Flexibility

Providing a club-branded online coaching platform allows PTs to:

Offer programming and check-ins outside of in-person sessions.
Keep clients accountable between gym visits.
Generate revenue from members who wouldn’t otherwise pay for coaching.

By bundling online PT with memberships, gyms can create additional revenue streams while improving member retention through ongoing support.

Flexible Payment Options – Removing the ‘Too Expensive’ Objection

By allowing members to spread the cost of PT, gyms can significantly increase the likelihood of long-term engagement with coaching services.

Sell Outcomes, Not Just Training Sessions

To lose weight faster
To build muscle more effectively
To feel more confident in the gym
To have structure, support, and accountability

Final Thoughts: Creating a Sustainable PT Sales Strategy

To build a successful PT sales strategy, gyms must focus on:

Effective onboarding that positions PT as a solution, not a luxury
Active engagement from PTs on the gym floor
Alternative coaching models like group PT and online training
Flexible payment options to make PT more accessible
Selling transformation and progress, not just sessions

If you want to increase your PT sales without pushing hard-sell tactics, let’s chat. Get in touch today to learn how we can help you build a high-performance PT strategy for your gym.