Welcome to Fitness Center Sales & Marketing Training

Here you will learn the principles for the marketing and sales of fitness center memberships.

About the Fitness Industry

Everyday more and more people become aware of the healthy benefits of regular exercise and look to fitness clubs as a logical place to pursue their goal of becoming more physically fit. Fitness clubs (also referred to as fitness centers, health clubs, and gyms) can offer a wide range of facilities, services and programming options including but not limited to group exercise classes, cardiovascular exercise machines, strength training machines, free weights, one-on-one and group training programs, massage therapy, basketball courts, racquetball courts, childcare facilities, juice bars, pro shops, tanning facilities, locker rooms, saunas, steam rooms, whirlpools and swimming pools.

Fitness clubs are an important part of the community landscape and should always be treated with respect by both members and staff.

Many people around the world visit their local fitness club(s) on a regular basis to exercise and be more social. A fitness club is a place where people can feel comfortable knowing they are surrounded by like-minded people, knowledgeable and helpful staff, and a variety of facilities, services and programs.

A good analogy: a fitness club is like the adult Disneyland and the experience for members should always be pleasurable and the highlight of each members day.

  • The fitness club industry is a growing industry with an increase in year over year participation, retention and sales revenue. As of 2015 there are nearly 35,000 fitness clubs (health clubs, fitness centers, gyms, specialty fitness studios, YMCAs, community fitness centers, etc.), up more than 6% from 2014.
  • More than 54 million Americans belong to a fitness center.
  • In 2014 the total US fitness industry revenues exceeded $24 billion and that was a 7.4% increase over the preceding year.
  • The rate of membership retention is more than 74%.
  • World wide the fitness club industry has more than 144 million members of more than 180,000 clubs generating $84 billion of revenue.

Needless to say—the fitness club industry is a large and growing industry!