Jason on FacebookJason on TwitterJason on LinkedInJason on YouTube

Tuesday, 28 November 2017 12:53

How to sell without being a salesperson

Written by 

I have noticed more and more people jumping into my line of work. 

Fitness business coaching.

Come on in, the water is warm, I say.  But, if I may, I have some advice for you:  Don’t overcomplicate what you teach.  And don’t give free advice (blogs, webinars, videos) that talks mainly, if not only, in theory.

I watched a webinar recently where some dude spent 45 minutes talking about how to sell fitness memberships.  I was bored within 90 seconds, and while he had a lot of good advice, none of it was applicable. 

Yeah, here I am, ripping on a new competitor.  Don’t act like you don’t do it.  Lol.


Seriously, I want my competitors to succeed, I want them to help, and I reach out to everyone that I learn about.  And almost none of them get back to me.  Maybe it’s me.  It probably is.

When you own a fitness business, and rely on employees to sell, it requires training. 

Initial training and continuing training.

I was talking to a friend today, a guy who worked in the fitness business for about 10 years.  He now owns Cryotherapy businesses.  He made the following statement:  It’s hard to educate somebody on something they already think they know about.

It hit me, like a ton of bricks, and at this point in my life, I thought I had heard all the business clichés and euphemisms.

So, let’s dive right in to how this accurate statement applies to my world.

You think you know how to run a gym.   You don’t.  You absolutely do not know to run a fitness business.

I know this because I have spent years witnessing idiots who thought they were smart, failing at running a fitness business.  And then usually blaming it on the $10.00 club or the franchisor, or the economy

No, it was you.  It is always you.    Now, check this out:  I have witnessed gym owners who didn’t know how to run a gym make a lot of money. 


High visibility.  Cheap rent.  Owner/operator.  Great personality.  Low or now competition.

Read that again if you need to.  This is seriously the only way to guarantee fitness business success in a mainstream gym if you don’t want to learn the simple boring fucking steps that you need to do every single fucking day.

High visibility:  Busy street corner, big ass signs, yes more than one, if possible.  This is the kind of gym and sign that even Forrest Gump would be able to see and know that it is a fitness center.

Cheap rent:  Yeah, I know, good visibility and cheap rent rarely go together, which is why, while I stated that I have witnessed gym owners who didn’t know how to run a gym make a lot of money, I left out this part:  I have not seen it often, because high visibility and cheap rent are hard to find, but necessary for an idiot to make money in this business.

Owner/operator. Okay, you have good visibility and affordable rent, now you have a chance IF you are onsite every day.

Good personality:  Not a salesperson?  No problem, if you have high visibility (which leads to steady walk in traffic), Cheap rent (Don’t need to sell 200 memberships per month to pay the bills), are onsite daily (owners tend to go the extra mile with follow ups, cleaning, etc), AND you have a friendly, smiling, helpful attitude. 

Low/no competitors.  You can have all of the above, be priced $45.00 per month, not have to push contracts, and then a $10.00 per month asshole comes less than one mile away.

I help gyms increase revenue.  I show you what to do, how to do it, and make it so very simple, because I know you have to teach it to new employees a few times per year. 

I coached a 90,000 square foot gym from $10,000.00 per month in PT revenue to $35,000.00.

I coached a 900 square foot gym from 55 members to expansion and over 100 members in 90 days.

I have coached countless 4000 square foot 24 hour key fob gyms on membership sales, marketing, and PT sales.

I can help any type of fitness business, but do you want to know what my preferred niche is:

Mainstream gym, owner operator or owner has daily involvement/communication.  This gym sells memberships, is not a low dues, has coaches/trainers, but needs the following:

Intensive membership sales training, to get closing percentage up and to ensure that 70% of new members book an appointment with a coach.

Intensive PT sales training so any coach who meets with a new member can convert half of them into a client.

I do this onsite, and I don’t know any other fitness business coach who does.


Training gyms:  You guys are easy to coach, and often only need to invest a couple of bucks in my telephone coaching and PT sales tools/online course.


So, here’s the deal:  If you want to learn how to sell memberships without being a salesperson, email me This email address is being protected from spambots. You need JavaScript enabled to view it. and I will get you a code to access a video for free on my website that shows you the 5 secret steps to a gym tour.

Keep changing lives. 

Jason Linse

Jason has a passion for the industry, follows other industry experts, attends workshops, speaker schools, reads, reads and reads.  He enjoys imparting knowledge and ultimately affecting the bottom line of business.  He lives in uptown, Minneapolis, exercises almost daily, and lives by the motto:  “Everything in moderation, including moderation.”

Website: jasonlinse.com Email This email address is being protected from spambots. You need JavaScript enabled to view it.

Leave a comment

Make sure you enter the (*) required information where indicated. HTML code is not allowed.