Let’s get one thing straight – selling doesn’t have to feel pushy, sleazy, or awkward. If you’re a gym owner or personal trainer, you’re already in the business of transformation. Now it’s time to transform how you sell. Vanessa from Top Gong Digital Marketing shares six selling tips to make business boom for you.
Redefining the way fitness business owners sell
Whether you’re trying to fill more classes, lock in long-term clients, or boost product sales, these no-fluff selling tips will help you grow your fitness business without the hard sell.
1. Sell Outcomes, Not Time
Most fitness professionals default to selling time – it’s a “30-minute session,” “monthly membership,” or a “5 PT session pack.” But clients don’t actually care about time – they care about results. Sell the transformation, not the timetable.
Try this instead: “In 8 weeks, I’ll help you lose 5kg, move pain-free, and feel strong in your skin.” That’s what gets people to buy.
2. Master the Fitness Follow-Up
80% of sales happen after the first conversation, yet most fitness businesses drop the ball here. Someone enquires, you chat once, and then… crickets. That’s money left on the gym floor.
Create a simple follow-up system. Use your CRM or even a basic spreadsheet. Send check-in texts, helpful content, or exclusive offers. Following up isn’t pestering – it’s showing you care.
3. Use Social Proof Like a Pro
You can say you’re good – or your clients can say it for you, and let’s be honest, who do you trust more?
Use testimonials, transformation photos, video reviews, even screenshots of happy DMs. Don’t bury them on your website – share them regularly on socials, in emails, and during sales conversations.
Bonus tip: ask clients why they chose you. Their words are sales gold.
4. Stop Discounting, Start Adding Value
If you’re always running promos or discounting your services, you’re training your clients to wait for a sale. Instead of slashing prices, stack the value.
Instead of: “10% off PT packages.”
Try: “Sign up today and get a bonus 1:1 nutrition session, on me.”
Same price, more perceived value, and best of all – you protect your profit margin.
5. Get Ridiculously Clear on Your Ideal Client
Selling to “everyone” means converting no one. Be laser-focused on who you want to help. Busy corporate women? New mums? Competitive strength athletes? Each niche has different pain points, goals, and language.
Tailor your messaging so your dream client sees your content and thinks, “That’s me!”
6. Make It Easy to Say Yes
If people have to jump through hoops to book you, they won’t bother. Your sales process needs to be smooth, simple, and friction-free.
Use online booking links, automated reminders, instant payment options and cut the back-and-forth. Reduce decision fatigue and make buying from you the easy option.
At the end of the day, sales isn’t about pressure. It’s about helping people get the results they want and you, as a fitness pro, are in a unique position to do just that.
So, shift your mindset. Selling isn’t something you do to someone. It’s something you do for them.
Hopefully this is the start of you redefining the way you sell – with authenticity, impact, and zero fluff.
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