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7 Tips to Increase Gym Membership Sales with an Effective Lead Management Process

Are you struggling with no revenue growth and a decrease in a gym membership? There are many ways for boosting sales and keeping your customer engaged with you, but the key to all of this is an effective lead management process. Why and how to do this?

gym entrance with a sticker on the window

The lead management process is crucial for the success of any business, including gyms and fitness centres. It involves capturing potential leads, nurturing them to increase their interest, and finally – converting them into paying and loyal customers. Although the whole process is quite intricate, investing in the all-encompassing Customer Relationship Management (CRM) system will help you streamline your gym’s operations and ensure a continuous flow of high-quality leads, resulting in increased revenue.

To improve the lead management process, there are specific steps you can take. In this article, we will outline proven and practical ways to increase gym memberships.

What is the Lead Management Process and Why Does Your Business Need It?

Foremost, before we go any further, it's essential to understand what lead management is. In simple terms, it is a process of identifying, nurturing, and finally converting leads into paying customers. 

It typically involves several stages, including:

  1. Lead capture

This is where marketing campaigns aim to attract potential customers (leads) through various channels such as email, website, social media, paid ads, or events.

  1. Lead tracking

Here, you gather more information about your new leads that can assist sales reps  in targeting their sales efforts, such as their name, profession, or location.

  1. Lead qualification 

This step helps to identify which leads should be prioritized based on their interest in your offering, engagement with your business, and their buyer's journey.

  1. Lead distribution

After potential prospects have been identified, the sales reps take over. This step is crucial, as the faster potential leads are contacted, the higher the chances of conversion.

A well-designed lead management process offers many benefits, such as increasing revenue, improving sales efficiency, enhancing customer engagement, and gaining valuable insights into the target market.

7 Ways How to Increase Gym Membership Sales with Lead Management Process 

Curious about how lead management can benefit your business? Here are some tips that can boost your gym membership sales!

  1. Identify and Understand Your Leads

It is basic and in no case should you forget about it. The first step in the lead management process is gaining an understanding of your leads – potential gym members. This includes obtaining information about their personal background – location, age, gender, as well as their occupation, employer, and previous service providers. Only by understanding the needs and requirements of your leads, you can better serve them and convert them into paying members.

It is also crucial to classify your leads based on their source and behaviours. By identifying how they became aware of your gym (through social media, website, blogs, or maybe friends) you can not only identify them but also improve the effectiveness of your existing marketing strategies.

  1. Increase Member Conversion Through Nurture

Lead nurturing is an essential aspect of the lead management process. The statistics don't lie. Companies with great lead nurturing generate 50% more sales-ready leads than non-nurtured leads! Why is that? 

Not all leads will be ready to commit to your gym right away. Some may need time to truly understand the value of your services. It's your duty to provide them with the information and resources they need to make a conscious decision. The more effort you put in, the more revenue those customers will bring in.

Nurturing can take many forms. Here are some of the most common ones:

  • Marketing emails
  • Telephone calls
  • In-person meetings
  • Facility walkthroughs
  • Follow-ups
  • Birthday messages

Lead nurturing in the gym industry. CRM system is a must! 

As the line between overburdening and neglecting leads is thin, having software that can automate some tasks can help you maintain a balance. With PerfectGym’s CRM system, you no longer have to worry about leads slipping through the cracks!

perfectgym crm dashboard


Introducing an all-encompassing management system allows staff to set automation for every stage of the buyer's journey, from the moment a lead shows interest in your facility. 

This is especially relevant in cases where the lead is not yet fully committed to purchasing your membership. Through nurturing, you can educate your members on the benefits of joining your fitness club. If the lead needs an extra push, sending them a promotional deal might do the trick. 

By segmenting your leads, your nurturing efforts will be more successful, leading to a higher conversion rate. PerfectGym software offers all the necessary features to make your lead management process more effective and automated.

  1. Want to increase membership sales? Don't let potential leads slip away!

Do you know almost 80% of new leads never convert? That's a significant amount of missed revenue for your club. To increase membership sales, it's essential to not let these leads go to waste.

Although, keeping track of new potential leads can be challenging. And even more so is remembering at what stage of the buying process each lead is, and the number and types of communication that have been sent to them. Without an automated CRM system, all of these will be nearly impossible. 

At this point, your staff must be able to assign sales reps to each lead promptly upon their interaction with your facility. The system should also send automated reminders for specific interactions, such as following up on a telephone call or facility visit. With detailed reports, you'll have a better understanding of every aspect of the sales journey.

  1. Quickly Identify and Fix Issues in the Sales Funnel

Even if your marketing campaigns generate a high number of leads and your sales reps effectively nurture them, a low conversion rate can indicate a problem with the sales funnel. Research has found that nearly 68% of companies that do not measure their sales funnel experience an almost 80% lead non-conversion rate.

The question is: how to identify issues with the sales funnel? Well, it is important to have a clear understanding of the entire customer journey from initial interaction to conversion. This can be done by implementing a CRM system that provides a visual representation of the sales funnel, including data on where leads drop off. This gives you an excellent insight into what's going wrong and allows you to take proactive steps to address the issue and approach building your gym.

Quickly identify issues with the sales funnel

  1. Prioritize Leads for Maximum Conversion and Efficiency

Time is money, right? So don't let your employees waste their valuable hours on leads that are unlikely to convert. Ensure they are utilizing their time in a way that benefits your business and brings in revenue, such as more membership sales. 

Let's be honest. As much as you want to believe everybody who comes across your gym’s website or ad will become its member, the reality is that not perfect. Your facility might be too far away, might not offer specific classes, or might be too expensive for someone. There is no point in chasing such a lead, as you already know that it won’t convert into paying customer. 

By implementing a lead management process that utilizes AI-powered contact scoring, you can help your staff identify and focus on the leads that are likely to convert. With a system like PerfectGym, your staff can easily mark leads as hot, warm or cold and prioritize their efforts accordingly. This segmentation of potential leads also gives a good indication of the kind of nurturing each lead needs, allowing your staff to manage their time more efficiently and increase revenue through more successful conversions.

  1. Boosting Membership Sales Through Improved Customer Service

Implementing a customer-centric sales strategy, which includes personalized communication and a warm welcome, is essential for success. Studies have shown that existing customers are 31% more likely to spend money, but nearly half of them will switch to a competitor after a poor customer service experience!

To avoid losing potential revenue, it's important to ensure that your staff is providing top-notch service throughout the entire customer journey. Not only educate them on how their actions and behaviours can impact customers positively or negatively but also focus on providing personalized attention to each member of your club. 

You can do this, for example, by providing multiple channels of communication, responding promptly to customer inquiries and complaints, and implementing an automated process for personalized interactions, such as sending birthday wishes and offering special bonuses, or promotions.

What is important is that your employees don't have to do it all manually! Let the management system do all the nurturing on your staff's behalf to elevate the overall experience of your potential leads and existing customers.

  1. Maximize Your Fitness Club's Growth with a Successful Marketing Campaign

A successful marketing campaign is essential for the success of any business. In fact, 91% of marketers recognize lead generation as their most important goal. It should be surprising for you. By creating high-quality campaigns, you can generate high-quality leads that result in higher conversion rates and growth in gym members.

The ability to track the performance of different campaigns is a valuable asset that you definitely should consider using in your fitness club. With this information, you can identify which of your efforts produce the best results, and focus on those that are the most effective.

PerfectGym's management system offers a lead campaign attribution module. It simplifies lead tracking by automatically attributing specific leads to individual campaigns, so you can easily see which campaigns are generating the best results.  

PerfectGym’s CRM System – the Best Tool to Help You Increase Gym Membership Sales 

In conclusion, a comprehensive lead management system is crucial for the growth and success of any business, including those in the fitness industry. Investing in a CRM such as PerfectGym can automate various aspects of the lead management process, saving time and increasing efficiency for your staff.

Sign up for our demo to find out how streamlining the lead management process can help you maximize your staff's time and productivity, and ensure that no lead is neglected or overwhelmed with communication.


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