Prospects and Prospecting

Prospecting for new members is an ongoing and daily process for a fitness center marketing and sale professional. Throughout the history of the fitness club industry word-of-mouth from family, friends and co-workers is one of the most effective means of marketing and is often how people first learn about their local fitness center. It is important to be aware that membership prospecting opportunities are always available and seizing those opportunities can be the difference between having a job as a fitness center sales person (membership consultant) and having a highly successful career as a fitness center marketing and sales professional. Whether through casual conversation with a member, helping a member with an exercise, answering a membership related question, or when you’re on boarding a new member—it’s up to you to initiate the prospecting conversation.

It all starts with a guest pass and an invitation for the member to bring a local friend or family member to try the fitness center. You may simply provide the member with a couple guest passes and explain the guest policy or you may formally present a referral contest and ask the member to complete a buddy sheet.

Why are “new” members a great source for referrals? Because a new member just joined the fitness center and they understand the value of being a member. They are also likely to have a new circle of friends, family, and co-workers who may not be familiar with the fitness center.

To take the referral process one step further, a new member is likely to be a source for a corporate referral or if employed in a retail environment they may be helpful to secure a location for a contest box or take-one display.

Additional material concerning prospecting for members will be discussed in the marketing section.

Prospecting for Referrals

  • Immediately at Point of Sale
  • After Helping a Member
  • Benefits of Workout Partner
  • Benefits of Buddy Sheet/Promotion
  • Close Member Buddy Sheet
  • Overcome Buddy Sheet Objection
  • Call Prospects on Buddy Sheets (prospect calls)
  • When Speaking with Referral on Telephone Get Their Email Address
  • Add Referral into CRM Fitness Center Marketing System at Level “Buddy” Upon Receiving Email Address

Customer Buying/Purchasing Funnel:

In addition to prospecting for new members the fitness center marketing and sale professional must understand the stages a prospect goes through when contemplating the decision of joining a fitness center. When you understand a prospects decision making process you will be more helpful in overcoming obstacles (objections) that may otherwise cause a membership prospect to procrastinate about joining the fitness center.

The customer buying/purchasing funnel is a representation of the stages a consumer might go through in the process of making a membership purchase decision. A prospect can enter the buying funnel very quickly and just as quickly decide to make the purchase or simply walk away.

As a fitness center marketing and sales professional it is your responsibility to be helpful and guide prospects through buying/purchasing funnel to the point of sale.

Buying/Purchasing Funnel

Concouisness

  • Pre-Awareness / Idea or Thought
  • Awareness / Solution to a Need
  • Heightened Interest / Develop Opinions
  • Consideration / Contemplation

Action:

  • Investigation / Research
  • Preference / Desire / Brand
  • Buy / Purchase
  • Ongoing Loyalty

Sales Conversion Funnel:

The sales conversion funnel is a representation of the steps necessary to move a prospect to becoming a member.

  • Initial Contact/Communication
  • Schedule Appointment
  • Confirm Appointment
  • Prospect Arrives
  • Registration/Data Collection
  • Facility Tour
    • Give Information About Facility & Programs
    • Gather Information About Prospects

    Membership Presentation

    • Present Membership Options
    • 1st Attempt – Close Sale
    • Handle Customer Objections(s)
      • Pause/Wait 6-10 seconds before rebutting objection
      • This allows customer time to reconsider & rebutt their own objection
    • Build Bridge
    • Isolate Objections
    • Overcome Objection
    • 2nd Attempt – Close Sale
    • Turnover

    If Joined

  • If Not Joined
    • Schedule Workout Appointment
    • Add Into Follow Up System

Customer Personality Types:

Customer personality types fall into four categories i.e. amiable, analytical, expressive and driver. An individual can be a combination of personality types but usually one type is the dominant while the other(s) are passive. To be a good communicator with each personality type you must learn to identify the most dominant personality type of the prospect. As you become more adept at identifying personality types you will also be able to identify the underling second most dominant personality type of your prospects. When you understand a prospects personality type you will be able to curtail your facility tour and membership presentation to achieve a positive outcome.

Lacking the ability to identifying a prospects personality type will cause you to maintain a low sales closing percentage of between 25-50%. This makes sense because you also have a dominant and lessor dominant personality type that drives your personality. Because of this at least 25% of the people that you present will have your same dominant personality type and another fraction will have your lessor dominate personality type. Because you communicate best with those with similar personality types you’re more likely to close the sale with people who have your similar personality types. Once you master identifying personality types and begin curtailing your presentation to match those personality types your sales closing percentage will rise.

Four Personality Types:

  • Amiable
  • Analytical
  • Expressive
  • Driver

Amiable: They are usually someone who is dependable, friendly and easy going. A person who does not want to offend and avoids confrontation. Often thought of as sensitive, thoughtful and may tend to put the feelings of others ahead of their own in order to maintain the friendship. Usually can be decisive and can make a quick decision. Doesn’t need nor want to be bogged down with all the boring details

Analytical: They are usually detail oriented and well organized. Analytical people want to understand the facts in a logical manner. They can also often be interpreted as skeptical, cautious and by the book.

Driver: A driver is often very direct and tends to come off dominant and thrives on challenge and success. They tend to be decisive, direct and talk fast. It’s not good to speak slowly or bore them with the details.

Expressive: Often very enthusiastic, outgoing, dramatic, witty and posses a high energy level. Sometimes can be impatient and may giggle or joke around. Enjoy helping others but may have trouble staying on task. Tend to like socializing.

VIP Courtesy List - New Member

Fitness Center Membership Consultant Script – VIP Courtesy Buddy List Presentation

(This takes place immediately after the membership sale is completed and just before the consultant steps away to create the new member’s membership in the system.)

Membership Consultant:

“Alright, [Member’s Name], congratulations again and welcome officially to the family! I’m going to step away for just a few minutes to get your membership finalized and get everything set up in our system for you.”

(pause briefly, then continue)

“Before I do that, I want to give you something really special — it’s part of our VIP Courtesy Buddy Program. As a new member, you have the opportunity to gift a FREE one-month membership to your local friends, family members, or even coworkers — anyone you’d enjoy seeing around the gym or who could use a jumpstart toward better health.”

(place VIP list sheet or tablet in front of them)

“Here’s how it works:
Anyone you write down on this VIP Courtesy List will receive a free month to try out the gym, just as our thank-you for knowing awesome people like you. And here’s the kicker — if any of them decides to join on a monthly membership, we’ll actually add an extra month to your membership or credit your account — totally your choice.”

(smile and make eye contact)

“Most of our members find this part really easy — just take a quick scroll through your smartphone contacts and think of a few people who you know would benefit from having more energy, better health, or just some time to themselves at the gym. Even a few names can go a long way.”

(hand them a pen or guide them to the digital form)

“Go ahead and take your time filling this out. I’ll be right back with your official membership details, but I’ll give you some privacy while you complete it — I won’t return until you’re finished with your list.”

Key Consultant Notes:

  • Only present the VIP list after the sale is closed.
  • Never return to the table or desk until the member completes the list.
  • Frame it as a benefit for both the new member and their friends.
  • Encourage use of smartphone contacts to spark ideas.
  • Always speak with a friendly, helpful tone — not pushy.

VIP Courtesy List - Existing Member

Engaging Existing Members – VIP Courtesy Buddy List Script

Option 1: On the Workout Floor (Casual & Conversational)

Membership Consultant:

“Hey [Name], good to see you in here crushing it as usual! Quick question — have we ever given you a VIP Buddy Pass list before?”

(Member says no or looks curious)

*”It’s something we do to reward our awesome members — you can actually give your local friends, family, or even coworkers a FREE month to try out the gym. No strings attached — just for knowing you. And if they join, we’ll hook you up with a free month on your membership or a credit on your account. Sound like something you’d be into?”

(Hand them a clipboard or QR code link)
“Feel free to jot down a few names. People you’ve talked about fitness with, or who’ve said, ‘I need to get back in the gym’ — now’s the perfect time to help them out.”

Option 2: At the Front Desk When Members Check In

Membership Consultant or Front Desk:

“Hey [Name], before you head in — have you grabbed a VIP Buddy List lately?”

(Wait for response)

“We’re giving members like you a chance to gift a free one-month membership to local friends or family — just for fun! And if one of them joins, we’ll throw a free month your way too. Just jot down a few people you think would love it here.”

(Offer them a clipboard, digital form, or suggest they fill it out post-workout)
“You can even check your phone contacts real quick if you want a reminder. Super easy, and a win-win.”

Option 3: As a Member Is Leaving the Gym

Membership Consultant or Front Desk:

“Hey [Name], solid session today! Before you go, quick heads up — we’re running our VIP Buddy Program right now. You can actually gift a free month to anyone local you think would enjoy the gym — and if they join, we give you a month too.”

(Hand them the list)
“Take this with you or fill it out real quick. Think coworkers, friends, neighbors — people who always say, ‘I should really start working out.’ You could be the reason they finally do!”

Key Tips for Staff:

  • Keep the tone friendly, casual, and like you’re offering a perk.
  • Always have the VIP forms handy — physical copies and a QR code or link to a digital version.
  • Encourage quick thinking: “Check your recent texts or scroll through contacts.”
  • Reinforce the win-win: a gifted month for their friend, and a rewarded month for them.