Sales

Every December, the same story gets told in fitness. Footfall drops. Trials slow. Membership sales soften.And as a result, marketing gets paused. But here’s the thing: immediate purchase intent is not the same as attention interest . December is one of the biggest interest months of the year, even though it’s also the slowest month sales wise. Both can be true, here’s how... While fewer people are ready to swipe their card, more people are scrolling, searching, saving, and th

November 25, 2025 Wearable fitness tech has boomed the industry - no news there. But here’s the thing: they don’t just track workouts. They created a whole new industry around rest. Sleep scores, HRV, recovery rings, readiness trackers. Suddenly, recovery isn’t the afterthought at the end of a workout. It’s the star of the show. This is what consumers chase now. They’re not asking, “How hard can I train today?” They’re asking, “How ready am I to train?” And the brands answeri

Ask any sales novice what it takes to be a salesperson and you will hear phrases like ‘gift of the gab’ or ‘silver tongue’. Ask any expert sales veteran the same question, the answer will most likely be ‘listening’, ‘empathy’, ‘patience’, ‘resilience’ and ‘asking the right questions’. The unfortunate reason that salespeople have such a bad reputation, is that you only notice the bad ones. If you’ve ever had a great buying experience, you feel like you’ve really been listened

HERE’S A SCENARIO THAT MIGHT SOUND FAMILIAR TO YOU... You’re in a sports shop and you spot a pair of training shoes you absolutely love. They are on sale and it’s the last pair in your size. You’re not desperate for a new pair, you’re current ones are a couple of years old but they’re still fine. They are also a bit more than you would normally like to pay. But you have them in your hands, you’re thinking about how much you want them and the checkout is right there with no qu

This is a thought-provoking lesson in buyer behaviour and decision making, that will change your membership consultations forever! ‍ The next few pages contain two short articles that will probably make you think differently about every sales conversation you will ever have after this point. ‍ The first one, is a fictional story, involving Chris the Membership Manager, Sim the secret sales guru, Debbie The Dancer, and Leon the Alpha husband. The second, is a well known analog

If done well, voicemails are a personal, human message that just sits there waiting to be found. Plus, if you get a call back, you know they are calling when they have some time to speak. The problem is 99% of voicemails or voice notes are ineffective because they miss the most vital ingredients... URGENCY + INTRIGUE! ‍ Try not to fall into the trap of thinking the voicemail is an opportunity to leave information or even pitch... WRONG!! The sole purpose of a good voice messa

When you speak to someone for the first time over the phone, that person will subconsciously be making a number of decisions about you in just the first 20 seconds. Mainly trying to determine things like ‘who is this person?’ , ‘do I like them?’ , ‘what do they want?’ , ‘how long is this going to take’, ‘what’s in it for me?’ and ultimately, ‘is this a conversation I want to continue right now?’ . For this reason, the way you open this call is crucial. Too many people fall in

You’re chatting to a new trialist in the early stages of their trial / intro and… 1. You start digging into their background and current/past training habits and start to get the feeling that your price point could be a big adjustment for them. 2. They start asking you about price before they’ve had a chance to feel the value of your service. You don’t feel like it’s the right time to be led into a pricing discussion, but you can sense their frustration if you just keep defle

Every so often, a piece of thinking has come along that has redefined our understanding of what drives people to make decisions. Some of these ideas are particularly important when it comes to helping someone decide to join your gym, or begin a fitness journey with you. ‍ In 1987, Jan Carlzon, president of Scandinavian Airlines, published a thin book called Moments of Truth. In it he described his efforts to make Scandinavian Airlines more customer-driven. The book was a huge

Since the 1700’s, retailers have been using loyalty cards and points systems to encourage repeated purchases. ‍ WHY THIS CAN WORK FOR THEM… ‍ Earned Value : Humans place more value on rewards that we have worked hard to earn. Offering your customer a chance to earn a membership offer (for example) will feel more valuable that just giving it away. ‍ Gamification : People are more likely to participate in things that seem fun. Adding a scoring system can add an extra motivator

You did everything right. They smiled. They sweated. They loved the session. And then… they disappeared. For gyms and studios, this is one of the most frustrating moments in the sales process. A prospect comes in hot, leaves on a high, and somehow slips away before you can have the most important conversation. No objections. No feedback. No chance to guide them to the next step. The problem isn’t your offer. Nor is it your coaching. It’s the missing moment after the workout,

They say it takes 21 days to change a habit! ‍ Whether you’re running a 3 session offer, 2-week trial, 21 day intro, 6 week challenge or anything in between. The most empowering customer journeys, with most predictable trial-to-member conversion rates, happen when the sales process during their first few weeks is beautifully aligned with the natural HEAT your customer experiences. ‍ PLOTTING YOUR 21 DAY HEAT MAP In our resource around ‘Buyer HEAT’ (if you haven’t read this ye