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There’s no quick fix to winning new corporate health and fitness clients, and it’s possible the nurturing process could take a few months. You need to consider a whole host of things, and a far more professional approach is required when it comes to promoting your health and fitness club, gym, or leisure centre to a large business, SME, or multi-national organisation. It’s not easy attracting new corporate health and fitness clients; however, with some careful thought and preparation, as well as a targeted campaign and attractive proposition, the rewards of your persistence, motivation and hard work are there to be had.

Furthermore, whilst there’s little doubt that standing out in the corporate health and fitness market can be a challenge, it can also deliver tremendous rewards for your hard work, patience and tenacity.

Last week I discussed the reasons why it’s important to stand out from the crowd in the corporate health and fitness market. So with appetite whetted and motivation levels high, here are the in-depth strategies and ideas you can employ in order to achieve results in the corporate health and fitness market, as well as what you can do in order for your gym, health and fitness club, or leisure centre to be recognised as a corporate wellness specialist.

Here’s your top 10 tips on how to stand out in the corporate health and fitness market:

  1. Start by making a list of what your health and fitness club, leisure centre or gym can deliver to the corporate market, and how each point shows measurable results.
  2. To entice your first corporate health and fitness client, why not offer a pilot corporate wellness programme free of charge. For example; take 10 corporate members through a 10-week intensive programme and measure the results. Use your new client as a success story and promote using testimonials.
  3. Alternatively, or additionally, why not invite companies to ‘experience your centre’ and offer fun fitness tests, group fitness sessions, or an early exercise class and breakfast.
  4. Introductory membership rates should be competitive, and include add-on services such as nutrition advice, smoking cessation, and health and wellness coaching.
  5. Research: Learn as much as you can about corporate wellness and the current economic benefits of corporate wellness so that you can talk confidently and knowledgeably on the subject. Surely prevention is better than cure!
  6. Refer a friend scheme: Work your relationships with current members. Provide an incentive, and ask them to complete some information about where they work, whether their company has a corporate wellness partner in place, and relevant contact information.
  7. Networking is essential to building any business. So get out there, join local networking groups, and promote your corporate wellness package to businesses of all shapes and sizes.
  8. Education: Create an education pack or brochure on the benefits of corporate wellness, and ensure your prospective corporate partner has plenty to distribute to employees. Post messages and success stories via Twitter, Facebook and blogs. Companies want to see a return on their investment so shouting about proven results is the way forward. Furthermore, why not offer virtual wellness assessments on your website – it’s a great way to educate, as well as capture potential corporate members’ data.
  9. Manage your corporate numbers: Know who is a member from each company and record as much information as you can so that you’re able to run concise monthly reports.
  10. And finally, post-sale it’s important to thank your corporate partners and build on relationships. So why not hold a quarterly or six-monthly pamper day and invite feedback on what you’re doing well, and what you can improve upon.

To find out more about how your health and fitness club, gym or leisure centre can stand out from the crowd in the corporate health and fitness market, or for further information on the importance of leadership and sales coaching, training and mentoring, please call +44 (0) 7815 800 939 or email This email address is being protected from spambots. You need JavaScript enabled to view it. today.

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Standing out in the corporate health and fitness market can be a challenge. There are many things to consider, and a professional, organised approach is required when it comes to marketing your health and fitness club, gym, or leisure centre to large businesses, SMEs, or multi-national organisations. So that’s why I thought I would share with you my top tips on how to stand out from the crowd in the corporate health and fitness market.

Over the next couple of weeks, I’ll be discussing the in-depth strategies and ideas you can employ in order to achieve results in the corporate health and fitness market. Week one focuses on reasons why it’s important to stand out from the crowd in the corporate health and fitness market. And week two focuses on what you can do in order for your gym, health and fitness club, or leisure centre to be recognised as a corporate wellness specialist.

It’s not easy attracting new corporate health and fitness clients; however, with some careful thought and preparation, as well as a targeted campaign and attractive proposition, the rewards of your persistence, motivation and hard work are there to be had.

Want to be a corporate wellness specialist?

It’s a well-known fact that countless gyms, health and fitness clubs, and leisure centres up and down the country are so caught up with focusing on increasing private membership sales that they overlook targeting the all-important, and very lucrative, corporate health and fitness market.

Furthermore, the gyms, health and fitness clubs, and leisure centres out there which are sensibly focusing on trying to attract new corporate health and fitness clients sadly give up at the first hurdle. Many apply a scattergun approach to their marketing activities, hoping that some of their work will come to fruition. However, this unfortunately is not viable and certainly won’t deliver the results you are looking, or hoping, for.

Standing out from the crowd in the corporate health and fitness market requires a really well thought-out plan of campaign, with the right marketing and membership sales tools in place to ensure you achieve the results you want.

The health, fitness and leisure market is becoming increasingly competitive. Every day, we are subject to press reports which state we’re not exercising enough, or that our sedentary lifestyles are at the root cause of a whole host of medical problems and complaints, including obesity, stress and anxiety, certain forms of cancer, type 2 diabetes, stroke, heart disease, high blood pressure, and high cholesterol levels.

So it comes as no surprise that businesses of all shapes and sizes are seeking ways in which to keep their employees healthier and happier. It goes without saying that if we are in good health and shape then we are able to manage stress better, we sleep sounder, and we’re able to focus and concentrate more effectively.

Furthermore, the impact that good employee health has on a business is tremendous. Not only do healthier and happier employees take fewer days of sickness leave which, consequently, has an enormous impact on a business’s productivity levels and finances. But employees that are offered access to a corporate health and fitness membership are more likely to stay with their employer, thus increasing commitment levels, and reducing staff turnover and recruitment costs.

Surely it’s better to prevent illness and medical complaints than it is to fix them. And what about offering smoking cessation services, nutritional advice, complementary therapies, and health and wellness coaching too as add-on services.

The corporate health and fitness market is ready for you to target. Positioning your health and fitness club, gym or leisure centre as a corporate wellness specialist requires a great deal of thought, consideration, patience and tenacity. However, offering a fully comprehensive corporate wellness service to organisations is a great place to start – and will deliver the rewards you deserve.

To find out more about how your health and fitness club, gym or leisure centre can stand out from the crowd in the corporate health and fitness market, or for further information on the importance of leadership and sales coaching, training and mentoring, please call +44 (0) 7815 800 939 or email This email address is being protected from spambots. You need JavaScript enabled to view it. today.

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The key words that work for your health, fitness and leisure club membership sales

There’s no denying that effective selling techniques go hand-in-hand with excellent communication skills. What you say, how you say it, and the vocabulary that you use can have a dramatic impact on your membership sales success rates. And how do we communicate with prospective health and fitness club, leisure centre, or gym members? Well, the list of communication methods is pretty long: From talking, writing, promoting, and emailing, to telesales, marketing, websites, and even our body language.

However, it’s the words that we use, how we use them, and the bearing they have on your success levels that I most want to focus on here.

Whether or not you secure that new health and fitness club, leisure centre, or gym member depends hugely on the levels of communication displayed from the initial enquiry, through to the show-round, and up to the point of joining. Furthermore, retention of members is key, so continuing to look after them with great customer service, tempting and exclusive members’ only offers, as well as regular, yet subliminal, reminders of how excellent your fully equipped facilities are is a sure-fire way of ensuring you hold on to their valued custom.

And there’s no better armour in your sales and marketing arsenal than some really strong, persuasive, and hard-hitting key words. Regardless of how you use them – written, spoken, online, or offline – there’s no doubt that powerful and influential language should be on your list of membership sales must-haves.

Let’s take a closer look at the key words that will ensure you secure more membership sales at your health and fitness club, leisure centre or gym.

Start by asking prospective members ‘why’ they want to join your health and fitness club or leisure centre. It may be for extreme weight loss, or simply shedding just a few pounds. It could be a boost to their confidence and some well-deserved ‘me’ time. They may have suffered an illness or injury and are looking for the necessary support to help with their recovery and recuperation. Their relationship or marriage could have broken down and, being single again, they’re now desperately wanting to get in shape. Or perhaps it’s simply a case they just want to get fit – or get in training for a forthcoming event.

This is your chance to tune in to the prospective customer’s wish list, to get in the following key words, and to inform prospective members of:

  1. How effective and well-equipped your facilities are with the very latest, innovative state-of-the-art machines and group fitness activities.
  2. How helpful and supportive your team members are.
  3. How to use the equipment and reassure them that they will receive a full orientation which will include everything from the right exercises and how to do them, to how to get to grips with the equipment. Remember, gyms can be scary places for the uninitiated, and gym equipment can look pretty daunting!
  4. How quick and easy they will find shifting the pounds.
  5. How amazing they will feel once their goals are within sight.

Successful membership sales is all about selling a solution…

Joining a health and fitness club, or a leisure centre, is all about looking and feeling great. It can sometimes take a lot of courage for prospective members to take the first steps to fitness. So it’s important you tune in quickly to their requirements and reasons for enquiring, and you use the right language to encourage, reassure and persuade.

It’s not just the facilities that sell memberships, it’s the people too. So remember, friendly, approachable, interested, helpful, specialised and knowledgeable are your keywords to ensuring prospective members warm to your health and fitness team.

What’s on offer?

The health, fitness and leisure market is exceptionally competitive, so here’s your chance to ensure it’s your club that secures the member’s signature – not your competitor!

We all like to know that we’re getting a good deal. And nowadays, more than ever, consumers are putting greater thought into purchase decisions. So that’s why it’s crucial to really emphasise and reiterate all the facilities on offer – and why they will benefit the prospective member.

This is the time to talk about reduced or no joining fees, competitive monthly membership options or pay as you go flexible monthly options. We all like to get something for nothing, so it’s also the perfect opportunity to highlight members’ only benefits, including savings in the coffee shop and beauty salon or added value additions, such as personal training or advanced class booking system. Assess whether you need to focus on good value for money, savings, exceptional quality of product and service or results as consumers are driven by differing requirements.

Close the sale…

After all your hard work building a relationship with the prospective member, don’t let poorly chosen words or a weak ‘closure’ lose you the membership sale.

Emotions play a huge role in consumers’ purchase decisions. So never lose sight of how the prospective member wants to feel: Fitter, slimmer, healthier, leaner, confident.

Desperation is a turn off for prospective members. Yes, you may be extremely keen to make the sale, but don’t push! Instead, focus your energy on talking through with the prospective member their needs, motivations and concerns.

And finally, focus on you not I. Remember, it’s all about the customer!

To find out more about the key words that will work for your health and fitness club or leisure centre, or for further information on the importance of leadership and sales coaching, training and mentoring, call +44 (0) 7815 800 939 or email This email address is being protected from spambots. You need JavaScript enabled to view it. today.

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Everyone can sell… The importance of giving your entire health and fitness club team the chance to learn sales techniques

When Regency Fitness made contact with me last year asking me to help get the new Blackburn Sports and Leisure Centre membership sales team up and running, I naturally jumped at the chance. The new leisure centre on Feilden Street will open in March 2015. So it’s all systems go and I’ve been hard at work training, coaching, and motivating not only the membership sales team, but also the entire workforce, so that everyone is focused, ready and raring to work together and boost member numbers as rapidly as possible.

Everyone can sell… And you’d be surprised at where your superstar membership sales team members really come from!

As an experienced health and fitness club leadership and membership sales team trainer, I’m regularly drafted in to help health and fitness clubs, leisure centres and gyms boost those all-important membership sales. And I achieve impressive results through one-to-one coaching, group training sessions, seminars, as well as ‘outreach’ sales work, such as hitting the high street – to name but just a few techniques.

So the opportunity of working with a brand new, soon to open sports and leisure centre was a truly exciting prospect. And it all started with a sales training day!

The Regency Fitness team, which includes new recruits and existing transferred members alike, was invited to attend one of my sales training days. It was open to anyone and everyone, regardless of rank and role. And it’s where I discovered my latest protégé, Megan Ellison.

Employed by Regency Fitness for the past few years, Megan’s background has always been in leisure; however, her previous roles are as far away from sales as it’s possible to get. A former lifeguard turned gym instructor, Megan has worked her way up through the fitness ranks impressing her bosses with her no-nonsense yet sensitive and people-focused approach. She was soon taking responsibility for writing up new class programmes, and also voluntarily took on management-style elements to her role, which included developing a system of tracking clients’ progress to ensure greater retention for the club.

Megan said, “I knew the sales training day was happening, and whilst I’m definitely not a sales person I thought I’d go along and investigate as I’m always keen to learn new skills”. What Megan didn’t expect was to become totally mesmerised by the psychology behind effective sales techniques. She went on to say, “Lesley was incredible; she was selling memberships to us all within a role play environment and I was just amazed at how she did it. I couldn’t say no to her!”

I actively encourage all sales training day attendees to throw examples, ideas, and techniques around the room. It works very well for inspiring, motivating and teaching essential sales skills.

It was clear that Megan had a real flair for selling – even though she kept assuring me she wasn’t a sales person! However, thanks to her knowledge of, and background in fitness, and the very simple fact that she has excellent communication skills and an infectious personality, it’s an ideal recipe from which to develop a raw but promising talent.

During her days as a fitness instructor, Megan loved motivating people. She found that by pushing them beyond their comfort zones in order to achieve their goals they would grow dramatically in confidence as their bodies changed. She gained enormous satisfaction from helping people, and now sees membership sales as the first, and most crucial, point from which members can start making dramatic lifestyle, fitness and wellbeing changes.

Megan agrees that her perception of sales has completely changed. And whilst she’s not motivated by money, she is motivated by meeting, and beating her sales target. She said, “I get a huge buzz from selling. I’ve beaten my own sales targets by at least 50% - and when Lesley says sell 8 memberships a day, I’ll think ‘no, that’s 10 to sell today’. Even the CEO came by to say thank you to me for my efforts, which was a massive morale boost”.

Everyone can sell… Enjoy the long-lasting and widespread benefits of membership sales team training

And the moral of my story. Well, it’s true that anyone and everyone can sell – with the right training, of course. So don’t miss out on vital sales opportunities as you too could have a superstar sales person lurking undetected within your team.

As a result of the sales training day, and ongoing continual membership sales team support the entire Regency Fitness Blackburn Sports and Leisure Centre team has been brought together. Megan said, “We now work as one and communicate together better than ever. We’re a real team and morale is second to none. The reception team now proactively take membership enquiries and referrals to the gym team to follow up, which was something that didn’t happen before. And, as a result, everything we do is far more focused on the customer.

So to increase your health club membership sales team’s chances of boosting health and fitness club, leisure centre and gym membership numbers, or for further information on the importance of leadership and sales coaching, training and mentoring, call +44 (0) 7815 800 939 or email This email address is being protected from spambots. You need JavaScript enabled to view it. today.

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Stand out Personal Trainers

I often get asked by new or etablished Personal Trainers, Dan, how do I stand out from all of the other Personal Trainers on the gym floor and get new clients? My first and simple answer is always Talk to everyone.

The Personal Trainers who are doing well talk to everyone. And I mean everyone even the people who you could tell wouldnt sign up for personal training sessions if you paid them. They know that clients want to train and be seen with the popular trainer so they work on being seen to be the most popular Trainer in the gym. When you are not working with a client why would you sit at a gym desk and not talk to anyone when when you could be circulating on the gym floor with a purpose of getting to know more people and help more people? Step out of your comfort zone daily, build a conversation, rapport and trust with as many people as you can. Remember, even the people who dont want Personal Training may know of someone who does and give you referrals because they like you and trust you. To be trusted is to have people referring you, choosing you and willing to pay more... 

Make sure everybody at the gym knows your name and learn theirs. Look at them in the eyes, smile and make conversation. Be interested in them ask about their hobbies, interests and goals. Get engrossed in the art of conversation. When youre finished talking write down their name on a piece of paper and one or two details about them that they mentioned to you. Learn their name and use their name the next time you see them. They will be impressed that you have remembered their name.

The people that I get to know often come to me and ask for advice on exercise technique, programming, nutrition, etc. Not all of them converted to fully paid sessions. What it did do was help me to become an expert, a sort after Trainer and one of the most popular Trainers. Others started to notice that people were asking me for advice and were intrigued.

Until next time.

Dan

Dan Hooper is Nurturing Skills sort after presenter, trainer and consultant in the Fitness Industry, specialising in helping Personal Trainers to grow and maintain their client base. He is a highly experienced Personal Trainer and has worked with many celebrity clients in T.V. and Sport and knows what it takes to be a highly successful Personal Trainer. Dan helps Personal Trainers who work in Micro Gyms, Leisure Centres and Health Clubs. If you would like to discuss how Dan might be able to help you, your Personal Trainers or Personal Training Business please contact This email address is being protected from spambots. You need JavaScript enabled to view it. or Lesley on 07815 800939. 

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Your knowledge, passion and expertise in helping us to find the right front of house staff has been invaluable. You have trained, inspired and developed our front of house staff to deliver exceptional service. How do we know this? Feedback about customer service from our tenants have improved and we will continue to work with you in the future. Thank you Nurturing Skills.

Rob Court, Training development for Guardian News and Media

Since the training has been delivered by Nurturing Skills we are monitoring sales and the process more closely. For example sales targets, enquiries to appointments, appointments to sales, and sales to referral are all monitored daily and as a result of the process we have increased.

  • Sales by 30%
  • Enquires to appointment by 70%
  • Appointment to sale by 55%
  • Point of sale referral by 45%

Barnsley Premier Leisure

For anyone looking to improve the sales performance, customer retention or customer service within their organisation, then there is no place better than to start with Lesley Aitken. Not only is she a charismatic trainer who is commercially astute but she quickly understands the needs of your business and puts them first before considering any monetary gain for her own organisation.

Trafford Community Leisure

Lesley Aitken is a very professional influential and highly passionate speaker. Highly interesting and motivational group coaching skills. Lesley has the ability to improve all major aspects of selling and the latest techniques to dramatically improve your business in just one day. An expert in her field and will get you and your colleagues the vital KPI's to improve your business.

General Manager at The Gym Group