For independent gym owners, boutique studio operators, and gym entrepreneurs, selling personal training (PT) packages is one of the most effective ways to increase revenue and improve member retention. However, many gym owners and staff struggle with selling PT because they fear coming off as pushy or overly sales-focused. The reality is that selling PT and small group training (SGT) doesn’t have to feel aggressive.
The secret to selling more PT packages lies in subtle, effective, and value-driven upselling strategies that keep members engaged while helping them achieve better results. In this article, we’ll explore five key strategies that will help you and your team sell PT naturally—without feeling like a high-pressure salesperson.
1. Shift the Mindset from “Selling” to “Solving”
One of the biggest mistakes gym owners and trainers make is thinking of PT sales as just another transaction. Instead, shift your mindset: you’re not selling; you’re solving problems.
Most gym members sign up because they have a goal—losing weight, building muscle, improving health, or increasing energy. But many struggle to see progress because they lack structure, accountability, and proper guidance. Your job is to offer the solution.
How to Implement This:
- Instead of saying, “Would you like to sign up for personal training?” say:
“Based on your goals, I think a structured plan with a trainer could help you get results faster. Would you like to see how that would work?” - Encourage staff and trainers to ask discovery questions:
“What’s your biggest challenge in your fitness journey?”
“What’s the #1 thing holding you back from reaching your goal?” - Listen to their answers and provide PT as the natural solution.
When you approach selling as solving, it becomes a conversation—not a pitch.
2. Make PT and SGT a Natural Part of the Gym Experience
Most gym members think PT is only for beginners or advanced athletes. To sell more training packages, you need to normalize PT as a key part of the gym experience for everyone.
How to Implement This:
Offer Free Orientation Sessions:
Instead of a basic gym tour, give new members a 15- to 30-minute fitness assessment with a trainer. The key is to help them realize where they need support.
Example:- “Let’s assess your squat, balance, and endurance so we can give you a plan to maximize your time here.”
- After the session: “Based on what we saw today, a few PT sessions could really help fine-tune your form and progress faster.”
Introduce Small Group Training (SGT) as a Stepping Stone:
SGT is less intimidating and more cost-effective than one-on-one PT. Many members who are hesitant to buy PT will commit to a small group class with a coach.
Example:- “A lot of our members love starting with small group training—it’s fun, affordable, and you still get expert coaching. Want to try a class this week?”
Embed Training into Regular Interactions:
Have trainers walk the floor, give quick tips, and offer form corrections. This builds rapport and softly introduces training without a sales pitch.
Example:- Trainer: “I see you’re doing squats—try shifting your weight back a little. That’s perfect! Have you ever worked with a coach? It could help dial in your technique even more.”
By making training feel like a natural part of the gym culture, members will feel more inclined to invest in it.
3. Use the Power of “Try Before You Buy” Offers
People are more likely to buy if they can experience the benefits first. Offering a free or discounted PT session removes the risk and lets them see how much value they’ll get.
How to Implement This:
Offer a “First Session Free” Promo:
Let members try a PT session risk-free. During the session, focus on helping them experience a “win”—such as a PR, better form, or less pain.
Example:- “Let’s do a short session today, and I’ll show you a few things that can improve your workouts immediately. If you love it, we can talk about ongoing coaching.”
Run a “Jumpstart Package” Promo:
Bundle 2–3 low-cost intro PT sessions. Make it a limited-time offer for new members or those who haven’t done PT before.
Example:- “For the next two weeks, we’re offering 3 PT sessions for just $99 to help new members kick-start their training. Want me to save you a spot?”
Surprise and Delight with Bonus Sessions:
If a member is hesitant to commit, offer a bonus session to ease them in.
Example:- “If you sign up today, I’ll throw in an extra session for free so we can really dial in your program.”
Trial-based offers let members feel the real value of training, making them far more likely to commit long-term.
4. Use Social Proof and Success Stories
People trust real success stories more than any sales pitch. Highlight members who have seen great results with PT and SGT to inspire others to join.
How to Implement This:
Showcase Before & After Stories
Use gym posters, social media, and emails to share real member transformations.
Example:- “Meet Sarah—she lost 15 pounds and gained confidence in just 12 weeks of training. Ready to start your own journey?”
Use Testimonials and Member Spotlights
Feature member interviews or trainer-client success videos to highlight real experiences.Encourage Members to Bring a Friend
Members are more likely to try PT if they have a training buddy. Offer referral discounts:
Example:- “Bring a friend to try a PT session, and if they sign up, you both get a free session!”
By making PT success stories visible and relatable, members will see what’s possible and feel motivated to join.
5. Create an “Upsell Pathway” That Feels Natural
Upselling works best when it aligns with a member’s journey. Instead of pushing high-ticket training packages immediately, guide members through a step-by-step progression.
How to Implement This:
Start with a Free or Low-Cost Offer
(e.g., free fitness assessment, first PT session free)Transition to a Small Commitment
(e.g., “Jumpstart Package” – 3 sessions at a discount)Move Into a Full Package
(e.g., “Since you’ve been doing great, we can set up a long-term plan to maximize results.”)Upsell to Premium Coaching
(e.g., “Want to take things to the next level? We offer elite coaching for personalized programming.”)
When you ease members into PT and build value gradually, they will naturally want to upgrade.
Final Thoughts: Selling Without Selling
Selling more PT and SGT without feeling pushy is all about:
✔ Positioning training as a solution, not a sale
✔ Making training a seamless part of the gym culture
✔ Letting members try before they buy
✔ Using social proof to inspire action
✔ Creating a natural upsell pathway
When done right, upselling PT feels like helping—not selling. By focusing on value and results, members will see personal training as an essential part of their fitness journey, making sales effortless and natural.
Now, it’s time to implement these strategies in your gym and watch your PT revenue grow—without the pressure. 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. EMAIL NEWSLETTER. Join for FREE.
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.
No comments:
Post a Comment