How to Sell More Gym Memberships with this Proven Framework?

➡️ Fitness facility users (members and non-members) surged by 8.1%, reaching 82.7 million in total.

➡️ Fitness club memberships hit a record 68.9 million in 2022, a 3.7% increase from 2021 and higher than pre-pandemic numbers.

➡️ The U.S. fitness industry has bounced back stronger than ever, projected to grow by 9.61% from 2022 to 2027, hitting a staggering $6.73 billion.

Says the IHRSA report. It is clear that the demand is there. People want to go to gyms.

The demand for fitness and wellness is booming, and more people than ever are looking to improve their health, get in shape, and transform their lives.

Yet why are most gyms still struggling to sell memberships? With a clear market demand for fitness, why are prospects walking in and then walking right back out without signing up?

The problem isn’t the lack of interest.

If it’s not the market, could it be you? Many gyms are afraid to sell memberships—and it’s crippling their growth. Sales can quickly feel intimidating and awkward, especially in a fitness setting. There’s an underlying fear that by selling, you’ll come across as pushy, manipulative, or transactional. This fear creates a psychological block. 

Even worse, many gyms try to cater to everyone, lacking a clear identity or message. They offer every possible class, every machine, every package—and in trying to be everything to everyone, they fail to stand for anything at all. As Dr. Paul Bedford, Retention Guru and industry expert, puts it:

“It’s very important to have a distinct member offering and be clear about what you stand for – if you try to stand for everything, you end up standing for nothing.” 

The biggest mistake gyms make is focusing on what they offer (the “what”), instead of why it matters to the prospect (the “why”). They’re pushing features—like equipment, classes, or pricing—without tapping into the emotional drivers that fuel someone’s decision to join a gym in the first place.How to sell gym memberships, you ask? Give your prospects the exact solution to their problems. People aren’t walking into your gym because they want to lift weights or run on a treadmill.

They’re there because they’re fed up. Fed up with feeling out of shape, unmotivated, and unhappy with their bodies. You need to address these emotional drivers first.

If you’re tired of watching potential members slip through your fingers, it’s time to rethink your entire approach. In this blog, we’ve outlined how to sell gym memberships using the proven CLOSER Formula by Alex Hormozi. Let’s dive in.

Pre-Framework Checklist

Before diving into the CLOSER framework, let’s tackle the foundational elements that will set your gym up for membership sales success. If you’re not prepared, you might as well be throwing money away. Let’s ensure you’re ready to grab those prospects and turn them into members.

Designing Membership Packages to Maximize Value and Appeal

Selling gym memberships isn’t a one-size-fits-all approach, and neither should your membership options be. Each customer has unique needs and motivations, so your packages should reflect that.

Want to know how to sell gym memberships? Stop offering generic packages. Instead, create options that scream value and exclusivity. Offer free gym membership trials or short-term passes for the undecided, and throw in long-term options packed with perks for those ready to commit.

Everyone wants the best gym membership, but they also want flexibility. By stacking value—whether it’s access to premium classes or exclusive events—you create packages people can’t resist. SHC makes it easy for gyms to design, manage, and sell various membership types so that you can ensure your gym offers options that truly fit every member’s needs.

Overcoming Sales Discomfort: Training Trainers and Managers to Confidently Sell Gym Memberships

One of the biggest hurdles in selling gym memberships is the awkwardness gym staff often feel about being “salespeople.” Trainers and managers can feel awkward or hesitant, fearing they’ll come across as pushy. 

But the key isn’t to hard-sell—it’s to guide potential members through a consultation that focuses on their goals and the value they’ll get.

To overcome this discomfort, gyms should invest in sales training workshops that teach staff how to sell gym memberships without forcing it. Building confidence in the sales process involves showing trainers that they’re not just selling a product but solving a problem for their members. With the right training, they can become comfortable in consultations that feel like natural conversations rather than sales pitches.

Using Technology to Support the Sales Process

Imagine losing over $500,000 in potential revenue over five years—just because you didn’t embrace digital solutions. It’s not an exaggeration. According to a recent report by Athletech News and Fitness OnDemand, the lifetime value of your members adds up fast, and without the right systems in place, your gym could be bleeding cash without even realizing it.

This is where technology becomes your biggest asset. A robust gym CRM can help track leads, manage follow-ups, and monitor conversions effectively. Marketing campaign tools, on the other hand, can keep your gym on their radar, sending them friendly reminders and personalized offers. It’s a straightforward way to nurture leads without overwhelming your staff.

By integrating technology into your sales strategy, you’re not just making the process more efficient; you’re also showing members that you care about their experience.

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How to Sell Gym Memberships Using the CLOSER Framework?

1. CLARIFY Why They Are There

The first and most important step when selling gym memberships is to clarify why the prospect is there. 

This is where many gyms drop the ball. 

Most gym staff assume that everyone walking in the door is just shopping around or looking for a good deal. But the reality is much deeper than that. People aren’t just browsing gyms—they’re there because they have a specific problem they’re trying to solve, even if they haven’t fully articulated it yet.

Your job in this step is to figure out what that problem is.

People rarely join a gym simply because they want to “get fit.” That’s too vague. More often, they come in because they’re unhappy with their current situation. Maybe they’ve been struggling with their weight for years. Or maybe they’ve been through a health scare and know they need to make changes. 

Whatever the case, it’s your responsibility to uncover their true motivation.

But here’s the catch—most people won’t tell you outright what their pain point is. It’s up to you to dig deeper. That’s why you need to ask the right questions and really listen to their answers.

Example questions to uncover their “why”:

• What motivated you to come in today?
• What’s been your biggest challenge with staying in shape?
• What are your fitness goals?

These questions open the door to understanding not just what they’re looking for, but why they want it. And once you get them talking about their struggles or desires, you’re no longer selling a gym membership—you’re positioning yourself as the solution to their personal problem.

This process of clarification also breaks down psychological barriers. People are naturally guarded when it comes to making commitments, especially around fitness. By clarifying their deeper reasons for being there, you help them get emotionally invested in the decision. They’re no longer just considering joining a gym—they’re making a step toward solving a real, painful issue in their life.

So, before you launch into any programs, amenities, club tours,  or pricing, start by clarifying. The more you understand their “why,” the better you’ll be able to guide the conversation towards a solution that resonates with them deeply. 

Overall, if you wonder how to sell gym memberships effectively, it often comes down to understanding what drives your prospects and connecting that to the value your gym provides.

2. LABEL Them with the Problem You Are Trying to Solve

Too many gyms shy away from confronting the real issues their prospects face, fearing it might make them uncomfortable.

For example, if a prospect mentions that they’ve struggled with weight loss for years, you might say something like, “It sounds like you’ve been through a lot, and that’s really frustrating. Many of our members felt the same way before they joined us. They found that getting the right support and guidance made all the difference in overcoming those challenges.” 

When you label their problem, you validate their struggles and acknowledge that they’re not alone. This builds trust and makes them feel heard, which is a powerful motivator.  At the same time, you position your gym as a place where they can find the support they need.

“Aligning with other’s self-interest is easier than persuading them to do what you want.”

― Alex Hormozi, $100M Offers

This labeling process also helps to reinforce the urgency of their decision to join. When you articulate their challenges, you remind them that staying in their current situation isn’t an option. It emphasizes that the status quo—feeling frustrated, unfit, or unhappy—will not change without taking action. 

In essence, you’re turning their pain into motivation. Incorporating this step into your sales process is crucial to excel at how to sell gym memberships. 

When prospects feel heard, validated, and understood, they are much more likely to commit to joining your gym. Ultimately, this approach is an essential strategy in mastering how to sell gym memberships successfully.

3. OVERVIEW Their Past Pains and Experiences

People often carry the weight of their past failures, whether it’s unsuccessful attempts to lose weight, inconsistency in attending previous gyms, or a lack of support from friends and family. 

By acknowledging these past experiences, you validate their feelings and show them that you genuinely care about their journey. This also creates a safe space for them to share their vulnerabilities.

“The pain is the pitch.” If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. A prospect must have a painful problem for us to solve and charge money for our solution.”

― Alex Hormozi

Start with asking questions that encourage prospects to reflect on their experiences. For example:

• “Can you share some challenges you’ve faced in trying to get fit in the past?”
• “What barriers have kept you from achieving your fitness goals before?”
• “How did your previous gym experiences affect your motivation?”

As they recount their history, listen actively and empathetically. Take notes on specific pain points or recurring themes that arise. This will help you understand their motivations and enable you to tailor your sales approach accordingly. 

For instance, if they mention feeling intimidated by other members in previous gyms, you can emphasize the welcoming environment, group fitness programs, and community support your gym offers.

Create a contrast between what they’ve experienced and what they can achieve at your gym. Use phrases like, “I hear you—many of our successful members have gone through similar struggles, and they found that our community and programs were exactly what they needed to break through those barriers.”

This step is crucial in learning how to sell gym memberships effectively, as it transforms your gym from just another workout space into a supportive community that truly understands your prospects’ struggles and offers the solutions they need to overcome their obstacles.

4. SELL Them on the Vacation

This step is about painting a vivid picture of the benefits and experiences they can expect from joining your gym. Here, you shift the conversation from their challenges to the exciting possibilities ahead. 

Instead of just presenting a membership plan, frame it as an opportunity for transformation. Ask open-ended questions to help them visualize their future. For instance, “What would it feel like to finally achieve your weight loss goals?” By prompting them to consider these outcomes, you’re helping them create a mental picture of their success. 

Having a Grand Slam offer makes it almost impossible to lose. But why? What gives it such an impact? In short, having a Grand Slam offer helps with all three of the requirements for growth: getting more customers, getting them to pay more, and getting them to do so more times. How? It allows you to differentiate yourself from the marketplace.

– Alex Hormozi, $100M Offers

Frame your gym’s offerings as a unique experience rather than just a transactional membership. Discuss the community aspect and the friendships they can build along the way. Emphasize the fun, engaging group workouts that make working out enjoyable. 

When discussing your gym membership prices, be sure to frame them within the context of the value offered. Highlight the comprehensive benefits, from personalized training to a range of group fitness classes and community support. If you offer a free gym membership trial, emphasize how this allows them to experience all the benefits firsthand, making the decision to join even easier.

To answer the common question of how to sell gym memberships, the key is to focus on the potential experiences and outcomes you offer—not just the features.

5. EXPLAIN Away Their Concerns

At this stage, it’s important to address any lingering doubts your prospects may have. People often hesitate to commit to a gym membership due to fears about costs, commitment, or past failures. By addressing these concerns directly, you can help them feel more secure in their decision.

Start by actively listening to their worries. 

• Are they unsure about the gym membership prices? 
• Do they worry about fitting workouts into their busy schedules? 
• Perhaps they fear they won’t see results?

Acknowledge these concerns genuinely. For example, say, “I understand that you might feel overwhelmed. It’s a big decision, and it’s completely normal to have doubts.”

Next, provide clear and reassuring solutions. If they are concerned about costs, highlight any gym membership discounts, flexible payment plans, or the free gym membership trial you provide. Explain how these options make it easier for them to start without a long-term commitment. “We offer flexible options that can fit any budget. Plus, with our free gym membership trial, you can experience everything we have to offer without any risk.”

If time is a concern, emphasize the flexibility of your classes and the variety of training options available. You could say, “Our classes are offered at various times throughout the day, so you can easily fit workouts into your schedule. Even a 30-minute session can be effective!” Encourage them to see that prioritizing fitness doesn’t have to be an all-or-nothing endeavor.

Finally, emphasize the support and resources available to help them succeed. Talk about  group fitness classes, small group training, Personal training, nutrition guidance, and that foster a sense of belonging. 

So, how to sell gym memberships? By effectively explaining away their concerns, you build trust and create a safe space for them to commit. 

6. REINFORCE Their Decisions

After addressing their concerns, it’s time to reinforce their decision to join your gym. Start by reminding them of the pain points they’ve shared, like struggling with fitness routines or a lack of results. Show them how joining your gym is a step towards solving those problems.

Next, highlight the specific benefits they’ll gain from your facility—whether it’s specialized classes, expert trainers, or a welcoming community that will support them every step of the way. Use testimonials or success stories to prove that others like them have achieved great results by making the same decision. For example, “Many of our members started out feeling uncertain, but they’ve transformed their fitness and confidence here.”

Create urgency by mentioning any special gym membership discounts or limited-time promotions that could make this the best gym membership deal they’ll find. Urging them to take action now can help them commit with confidence.

Finally, have them visualize where they could be in six months—stronger, fitter, and more confident. By reinforcing their decision, you help them feel validated and excited about joining, ensuring they follow through. This is how to sell gym memberships by making them see that they’ve made the right choice.

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Wrapping Up: Mastering How to Sell Gym Memberships

In a saturated market with over 205,000 gyms, understanding how to sell gym memberships effectively is more crucial than ever. The demand is evident, but if your gym continues to sell in an uninspired fashion, and lacks a distinct identity, you’ll struggle to convert interested prospects into loyal members.

By adopting Alex Hormozi’s CLOSER Formula, you can shift from a transactional approach to a transformational one. You’ll learn to connect with potential members on a deeper level, understand their emotional drivers, and clearly communicate how your gym can solve their unique challenges. 

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FAQs: How to Sell Gym Memberships?