Increasing Membership B-Backs

Our personal training business model is very much dependent on the successful integration between the membership and personal training departments.

I would suggest that successful new personal training sales are 70% dependent on the way your Membership Rep interviews, tours and presents the club’s programs.

With the Pro Fitness Program personal training system, we sell based on education, results and knowledge as opposed to just facility and price.

By now we all know the benfits of using a personal needs analysis form (Guest Register) in the interview process to uncover objections, reinforce needs and wants and build rapport. That’s a great first step to segue into our trade mark 20 page Fitness Consultation Journals that ever new member takes home with them. If this tool is used effectively in combination with our assessment printouts and temporary access cards, we create a unique selling propostion (USP) that greatly differentiates us from the competition.

Even in the event that the prospect in not ready to commit to a membership, the visual tools and aids that we train each Membership Rep to use effectively will leave a lasting impression when they visit the competition. By the way, I can’t begin to tell you how many memberships I’ve sold using this program without ever touring the facility. They came in to get results and I was able to demonstrate our ability to offer service, education and guaranteed results – any facility and equipment will do just fine!

When our company realized how much our personal training system and overall personal training sales are dependent on the new member experience, we made the decision to develop another aid to the process. Since we build so much value in our membership presentations, and many tours end up taking anywhere from 30 minutes to as much as an hour, a lot of information is forgotten by the time the client leaves. As a result, we decided to put together an audio presentation of what a client should be searching for when making a decision to purchase a fitness membership.

This is ideal for prospects to listen to at home or in the car on the way to see the next club. If you have the Pro-Fitness Program personal training system, the message will fully support the way you present memberships and your core philosophy of selling service and results above all else. Simply contact your Pro Fitness Business Consultant to receive a link to the audio presentation which you can email to new prospects.

Since I joined the company over 4 years ago, it’s amazing to see how many different business support materials the company now provides for all of the various departments in the club. It’s little wonder why the Pro-Fitness Program is the leader in North America in personal training sales and member experience.

–Chris Naudi, Senior Fitness Business Consultant / Western Canada