This course dives into the systems, structures and leadership disciplines that drive predictable, scalable revenue in fitness organizations. Led by Alan Leach, CEO and Director of Sales & Marketing for West Wood Clubs in Dublin, this session draws on decades of hands-on operational experience managing high-performing sales teams and multi-club growth.
Rather than focusing on marketing tactics or lead generation alone, this course reveals how elite operators engineer revenue through sales systems, training, culture and management infrastructure. You’ll learn how high-performing clubs turn the same number of leads into dramatically different revenue outcomes by mastering conversion, closing, team development, and performance accountability.
From building disciplined sales systems and training elite sales professionals, to structuring management oversight, CRM strategy, and performance measurement, this course shows how sales becomes a scalable business engine — not a personality-driven function.
What You’ll Learn:
✔️ How to build a structured sales system that drives consistent, repeatable performance
✔️ Why conversion and closing rates matter more than lead volume alone
✔️ How elite clubs develop, train, and retain high-performing sales teams
✔️ The role of sales culture in long-term profitability and growth
✔️ How sales management systems create predictability, accountability, and scalability
✔️ The strategic use of CRM, automation, and data to enable (not replace) human selling
✔️ How to transform sales from a department into a revenue growth engine
Whether you’re running a single club, managing multiple locations, or scaling a fitness brand, this course provides a practical, systems-based blueprint for building high-performance revenue operations that drive sustainable growth — without relying on hype, luck, or constant lead chasing.
About the instructor
Alan Leach is a globally recognized expert in fitness business sales and marketing with over 35 years of industry experience. As CEO of West Wood Club in Dublin, Ireland, he leads six clubs serving over 44,000 members. A former Chair of IHRSA and one of only two non-U.S. leaders to hold the position, Alan received the 2024 IHRSA Global Leader Award. He is a sought-after international speaker and has presented at conferences across the U.S., Europe, Asia, South America, and Russia. In 2024 and 2025, he was selected as a judge for the AusActive Awards and as a lead presenter at the Arnold Schwarzenegger Sports Festival in South America. Alan also contributes regularly to industry publications like Club Solutions Magazine, offering insights on sales, marketing and business strategy.
