This three-part series is your blueprint for creating a thriving membership sales culture and accelerating your club’s growth. Guided by three seasoned industry veterans, you’ll learn to build high-performing teams, align your sales strategy with modern consumer behavior, and master the financial fundamentals that drive sustainable success.
In this final module, you’ll harness key performance indicators to deepen member engagement, boost retention, and guide strategic decision-making. Learn which metrics matter most, why keeping existing members is more cost-effective than constant acquisition, and how to translate data into continuous improvements.
What You’ll Learn:
✔️ Essential Sales KPIs — track membership growth rate, acquisition costs and retention metrics to assess financial health and marketing ROI
✔️ Retention Over Acquisition — understand the true lifetime value of members and how small improvements in retention deliver outsized revenue gains
✔️ Deep Engagement Strategies — leverage usage metrics (PT participation, group fitness attendance) and NPS to craft programs that keep members active and invested
✔️ Data-Driven Decision Making — build reporting cadences and dashboards that empower you to spot trends, pivot quickly, and sustain long-term growth
Ultimately, this course will transform your membership sales approach — turning your team into brand ambassadors, your members into advocates, and your club into a high-performing business.
About the instructor
Jarod Cogswell is a 30+ year fitness veteran, performance coach and keynote speaker. He currently serves as General Manager of Life Time Boulder (Colorado). Prior to his current role, Jarod opened Life Time’s flagship destination in Beaverton, Oregon, a 200,000-square-foot property featuring an athletic country club and co-working facility. Additionally, he served as the senior director and co-creator of Spartan DEKA.
