For independent gym owners and gym entrepreneurs, increasing personal training sales is one of the most effective ways to boost revenue and enhance member results. However, many gym staff struggle with promoting personal training and premium services without feeling pushy. The key is to implement creative upselling techniques that feel natural, valuable, and engaging to members.
This article explores innovative ways to train staff on upselling personal training while maintaining a positive, customer-focused approach.
1. Create a Culture of Coaching
Many gym members don’t realize they need personal training until they experience expert guidance. Instead of pushing personal training like a sales pitch, create a culture where coaching is part of the gym experience.
- Encourage trainers to offer free technique corrections or quick tips on the gym floor.
- Have trainers proactively engage with members, offering small but valuable insights about their workouts.
- Conduct short, complimentary “mini-coaching” sessions for new members as part of their onboarding process.
- Host complimentary form-check days, where trainers walk the floor and assist members.
When members experience the value of coaching firsthand, transitioning to personal training becomes a natural next step.
2. Implement the “Show, Don’t Sell” Approach
Rather than aggressively selling personal training, allow members to experience it firsthand. Some ways to do this include:
- Complimentary Trial Sessions: Offer a free 15-30 minute session with a trainer for new or long-time members who haven’t used personal training.
- Group Demo Workouts: Trainers can lead small group demonstrations on targeted exercises, subtly showcasing their expertise while creating interest.
- Workout Spotting Services: Encourage trainers to assist members with spotting on heavy lifts and provide real-time coaching as they do so.
- Personalized Goal Reviews: Offer free goal-setting consultations where trainers analyze a member’s current workout plan and suggest improvements.
This non-intrusive approach builds trust and allows members to see the value of professional coaching without feeling pressured.
3. Introduce Tiered Coaching Plans
Rather than offering an all-or-nothing approach, provide various personal training options at different price points.
- Basic Form Check (15 Minutes) – For members who just need occasional technique correction.
- Program Design (One-Time Fee) – A personalized workout plan without ongoing sessions.
- Hybrid Coaching – A mix of in-person training and online support.
- Monthly Accountability Check-Ins – Short sessions for progress tracking and adjustments.
Offering flexibility increases the likelihood of members engaging in personal training at a level that feels comfortable to them.
4. Train Staff on Conversation-Based Upselling
Instead of teaching staff to “sell,” teach them to ask great questions that lead members to recognize the value of personal training.
Examples:
- “What’s your biggest fitness goal right now?”
- “Have you hit any plateaus in your workouts?”
- “Would you like a professional’s opinion on ways to improve your routine?”
- “Do you have any injuries or weaknesses that might be affecting your progress?”
These questions open the door for a natural conversation about personal training, allowing the trainer to offer solutions rather than a sales pitch.
5. Use Social Proof and Success Stories
Members are more likely to invest in personal training when they see others achieving real results.
- Share transformation stories (with permission) via social media, email newsletters, and gym bulletin boards.
- Create “Trainer of the Month” spotlights, showcasing each trainer’s expertise and success with clients.
- Use video testimonials from current personal training clients to highlight real-life benefits.
6. Gamify Personal Training Upsells
Make personal training fun and engaging with creative challenges and incentives.
- Personal Training Punch Cards: Offer a reward (e.g., gym merchandise, free session) after a certain number of sessions.
- Member Challenges: Set up fitness challenges where a personal trainer acts as a coach. (Example: “Train with a coach for 4 weeks and improve your deadlift by 20 pounds!”)
- Referral Perks: Give members an incentive for referring a friend to personal training, such as a discount on their own sessions.
7. Offer “Test Drive” Packages
For members hesitant to commit to long-term personal training, offer short-term packages such as:
- 3-Session Kickstart Plan
- 4-Week Performance Boost
- One-Month Transformation Challenge
Smaller commitments feel less intimidating and allow members to see results before committing to a longer package.
8. Host Exclusive “Member-Only” Events
Host workshops and events where personal trainers can showcase their expertise in an engaging, non-sales setting.
- Nutrition and Meal Prep Workshops (Led by a personal trainer or nutrition coach)
- Mobility and Injury Prevention Clinics
- Strength Training Fundamentals Classes
- Weight Loss Strategy Seminars
At these events, trainers can offer exclusive personal training discounts or limited-time promotions to attendees.
9. Make Personal Training Part of Membership Tiers
Instead of selling personal training separately, create membership tiers that include personal training as a built-in perk.
For example:
- Basic Membership: Gym access only
- Gold Membership: Includes one personal training session per month
- Platinum Membership: Includes weekly personal training sessions
This strategy seamlessly integrates personal training into the gym experience and increases long-term commitment.
10. Train Staff on “Soft Close” Sales Techniques
Teaching staff to gently guide members toward personal training is more effective than aggressive selling. Here’s how:
- Assume Interest: “Since you’re working on increasing strength, I’d recommend trying a session with Coach Mike. He specializes in strength programming. Want to set up a time?”
- Use Trial Closes: “Would it help if we set up a quick session to go over your technique next week?”
- Present as a Member Benefit: “Most members who want to improve their endurance do at least a couple of sessions with a trainer. We can get you started with just one to see how you like it.”
Conclusion
Boosting personal training sales doesn’t have to feel forced or uncomfortable. By creating a coaching culture, using conversation-based upselling, and offering engaging trial experiences, gym staff can effectively promote personal training in a way that feels natural and valuable to members.
Train your team to educate and empower members, not just sell to them. When members genuinely see the benefits of personal training, upselling becomes effortless, and retention and revenue grow organically. Contact Jim here.
Looking for Financing Options?
Take your gym business to the next level. Click here to explore tailored financing solutions, or contact us directly at 214-629-7223 or via email at jthomas@fmconsulting.net. Prefer to dive right in? mconsulting.net/Apply now or book an appointment for a personalized consultation.
Are you ready to sell your gym? Have a specific Gym Sales & Acquisitions question? Message me here and let’s chat! Or call/text at 214-629-7223.
The Best Gym Billing Software. Choosing the Right Gym Software Company: Key Elements for Independent Gym Owners and Entrepreneurs. Click here for more information.
Insurance Made Simple for Gym Owners & Personal Trainers
Protect your business and your future. Discover custom insurance solutions here.
Custom Apparel Without the Hassle
Get premium custom apparel for your gym with no inventory required. Click here to get started.
Is Your Gym in Need of a Boost?
Whether you’re facing declining sales, need a fresh marketing strategy, require a complete business turnaround or ready to start a new gym, we’re here to help. With over 25 years of industry expertise, we offer a free initial consultation to explore solutions tailored to your unique challenges. Don’t wait—contact Jim Thomas at 214-629-7223, or gain immediate insights from our YouTube channel. Connect with us on LinkedIn.
Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.
