Selling Gym Memberships is Killing Your Gym

Whether we want to admit it or not, we are all in the business of sales. At its core, sales are about putting out an offer so compelling that the person receiving it feels they have to buy. As gym owners, it’s easy to think that what we’re selling is simply memberships. It makes sense—memberships give someone access to your gym and provide you with revenue. However, focusing solely on getting someone to sign on the dotted line won’t make your gym successful in the long run.

How many times have you put out a deal that lowered the price of your membership just to try and attract one or two new members? Probably more than you’d like to admit. But by doing that, we devalue the members, the gym, and ourselves. Our goal as gym owners, especially for smaller gyms, should be to provide an experience so exceptional that members keep coming back and are willing to pay premium prices.

The experience of a gym should be more than just before-and-after pictures. Anyone can put those up. Yes, members want to look good shirtless; they want to be the person who turns heads at the beach or catches the eye of an ex sliding into their DMs. But most of all, they want to see that their hard work and dedication are leading to real progress. If you can’t show them that, it doesn’t matter how good your equipment is, how clean your gym is, or how great your trainers are. If members don’t feel like they’re making progress, they’ll leave and find someone else who can help them.

You know what else a wonderful gym experience gets you? New members. When someone transforms their body using your equipment or in your classes, they’re likely to tell their friends who want to achieve the same results. There’s no shortage of people looking to get in shape, improve their eating habits, or just feel better. As gym owners, we offer an invaluable experience that no other industry can provide.

I get it—it’s hard to find the balance between focusing on paying rent and giving members the exceptional experience they deserve. Goal setting, nutrition education, habit building—these are the things that lead to lifelong transformations and benefit your members in the long run. But managing all of this alongside the day-to-day operations can be overwhelming.

That’s where Iron Workshop comes in. We specialize in marketing, website maintenance, and social media management, allowing you to focus on what you do best—creating a top-notch gym experience. We take care of the marketing so you can retain the new members we bring to you. If you’d like to take advantage of our services, send us an email at IronWorkshop.business@gmail.com and get started today!