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 Part 1, you’ll discover why membership sales are the “lifeblood” of your fitness business and learn to tailor your approach to today’s digitally savvy consumers. We’ll unpack evolving buying behaviors, map your sales process to your specific club model, and build transparent structures that drive conversion and trust.
What You’ll Learn:
✔️ The Importance of Membership Sales — why memberships are your core revenue driver and how seamless online or at-desk joining meets modern expectations
✔️ Evolving Consumer Trends — what today’s buyers expect and how to reduce friction at every step
✔️ Model-Driven Sales Processes — align your sales approach (HVLP, mid-market, boutique, etc.) to your business model, billing cadence and contract structure
✔️ Structuring Rates & Guarantees — design initiation fees, cancellation terms and money-back guarantees that boost conversion while fostering long-term goodwill
✔️ The Complete Sales Funnel — guide prospects from lead to tour, needs analysis, objection handling and post-sale success planning to maximize both sales and retention
About the instructor
Scott Gillespie is a 40-year fitness industry veteran. He owns Saco Sport & Fitness, a multi-generational outcomes-based health club, and an F45 Training Studio. Scott has served on the IHRSA Board of Directors, Covid Headlight Teams, founded the Maine Fitness Coalition, and chaired his local Chamber of Commerce Board. He currently serves on the Maine Medical Center Board of Directors. Scott is a frequent presenter at industry conferences, webinars and podcasts, and has been featured in industry publications. Scott’s mission is to help the fitness industry support more members in achieving their goals. He consults with independent clubs on improving member outcomes and profitability through programming and sales systems.
