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Tuesday, 16 May 2017 16:38

From crap to competent in 2 weeks

I have a client with 8000 square feet, 1000 members and, when I found them, 25K per month in PT.

They are now over 40K.   And growing.

There are a few reason for this increase, but not many.  And the two biggest reasons are the same two things I have been talking about for years.

Get 70% or more of new members in front of a coach.

Convert 50% or more of these folks into a training client, purchasing a training memberships.


Said gym was below 30% of new members meeting with a coach.

Coaches closing percentage was below 20%.


So, we got to work. 

First, I addressed the issue of only getting a few new members to meet with a coach.  Really, I could have started with the trainer(s) closing percentage but that takes more time, and 20% of 40 is eight, while 20% of 14 is less than 3. 

And 50% of 14 is less than 8.


If I have confused you, don’t feel bad.  Many people don’t like to crunch or analyze numbers.  If you are one of those people, I implore you to change your attitude.  Work on your weaknesses. 

Every single golfer on the PGA tour spends SO Much more time practicing what they are the worst at, versus what they are already good at.


The reason this gym was only getting 30% of new members to a trainer was because, first, they were not making it a priority.

What you make important, becomes important.

So, we started by having the Sales Manager, Josh, sit down with all membership salespeople and explain that 70% is the benchmark, that it is realistic, and that he was going to train staff on what to say to help ensure that 70% or higher would be met.

Then, Josh watched some videos that I sent him.  Then he and staff watched them.  They also received a 12 page manual that complements the videos.

Then they role played a few times.

Now they are at 87%.

Simple.  Just not easy.

What you make important, becomes important.


Next, we got the trainer who sells membership on the phone.


She did okay for a while, but didn’t like it.  So Josh, the sales manager, switched to PT salesperson.

FYI: You don’t need to be a trainer/coach to sell coaching.  Ideally, you will get a certification and do some coaching, but it isn’t necessary. 

Josh watched some more videos that I sent him.

And a written manual.


And we had a few phone calls.


Now he is at 42%, on his way to over 50%.


To get 87% or more to book an appointment to meet with a trainer, you need to:

-Call it a free workout.

-Schedule it at POS.

-Require all membership salespeople to go through the free workout every 4 months.

-Act like “this is what we do here.”


To get 50% or more of these people to purchase some sort of training membership, you need to:

-Put then through a 25 minute workout.

-Ask the right questions.

-Learn about their preferences and their communication style.

-Have more than one on one training as an option.


So, if you need any help with the above, you know who to schedule a call with.



Keep changing lives.

Published in Blog
Sunday, 29 January 2017 11:29

Simple, but not easy

Wake up every day and think about the numbers first.  The goals.  How many sales are we going to make today?  How many do we need?

Work your plan to achieve those goals.

Success doesn’t come to you.  You have to go get it.

Published in Blog
Wednesday, 24 August 2016 14:50

Dominos pizza, stubborn gal and 23 gyms

“Life can change in an instant, and so can you.”

-Somebody, probably multiple people


I remember my last cigarette.  I was 21 years old.  I had been smoking for just over two years.  I was a pack a day kind of person.  Two packs when I drank alcohol.

Published in Blog
Friday, 15 April 2016 09:24

The simple system to change lives

The formula is simple.  But first it starts with membership sales.

Sell x amount of memberships per month.  The X is determined by a couple of things.  What type of gym are you?  What type of marketer are you?  How many memberships do you need?  How many can you handle?  How many do you lose each month?

Let’s say you are a 10000 square foot gym with 1200 members.  Right now, you have 23 of them working with a trainer.  You lose 400 memberships per year, and add about the same.  This has been going on for a couple of years, since the low dues asshole opened down the street.

Published in Blog
Tuesday, 24 November 2015 13:31

5 questions

Question number 1:  “Jason, how would you describe what you do?”

Answer:  I help gyms make more money.  That’s the shortest and simplest answer.   A gym is defined as any type of fitness center, big, medium, small, mainstream, rent a treadmill, training only, studio, etc.  I help them make more money by teaching them how to master the fundamentals.  Even in a franchise system, like an Anytime Fitness, there is no process for an expert, like me, to come to your gym and see your operation, meet you and the staff, assess your market, and provide hands on training specific to your gym. 

Published in Blog
Saturday, 21 February 2015 16:06

How to sell against the low dues clubs

Last week, I joined Planet Fitness.  I have a membership to a 24 hour key card club, there is a gym in the building where I live in Minneapolis, and I travel as a fitness business consultant on a regular basis.  All told, I am in probably 50 different gyms per year.  I don’t have one low dues club as a client and probably never will. 

They don’t have sales systems in place, and they don’t need them.

Published in Blog
Friday, 12 September 2014 08:57

Yoga people

I am 41 years old.  Tall, thin, healthy eater, regular exerciser.  My exercise routine, if I can even call it a routine, is simple:  Every other day I play with heavy (heavyish) weights for 30 to 45 minutes.  Every other day I run 3 miles.  I miss days here and there and I take a week off of strength every two months or so.  I have never went more than one week without exercise in over 15 years. 

Published in Blog
Friday, 18 April 2014 13:54

The honeymoon is over

When you first open a fitness business, often times you see crazy sales the first few months.  It isn’t uncommon for first time gym owners to start thinking about how much money they are going to make and how many more gyms they are going to open. 

Then things slow down.  Sometimes it happens in a few weeks, and sometimes it takes a few months.  But it always happens.  And when it does, many gyms aren’t at a place where they can even break even. 

Published in Blog
Tuesday, 11 February 2014 14:18

7 of 10 and Psychology

Less than 20 percent of the U.S. population belongs to fitness center.  It is 17% to be exact.  And there are another estimated 10 percent who have been members in the past, but are not currently.  That leaves just over 70 percent who have never went to a gym and said, “Sign me up”.

What is wrong with this 70%?

Published in Blog
Thursday, 31 October 2013 15:20

Why you need to market this way

I could spend every hour of every day talking with gym owners about the need for them to have a paid trial offer, and about how to build a training centric gym, and I would still be talking and trying to persuade when I am old and gray.  Ok, I am already sort of old, and I am showing some grey near my temples, ………….but you know what I mean.

Published in Blog
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