Six Strategies for Selling Club Memberships

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Rob Barry Feature

Let's take it as a given that most consumers assume that the process of buying a health club membership will be sales-intensive. Our entire industry has been painted as having high-pressure, lock-people-in-a-cubicle-until-they-sign methods, and consumers enter most clubs with their guard up, waiting for the hard sell.

What we find remarkable about that impression is how wrong it is. We are an industry dominated by independent clubs, small studios, single-storefront franchise operators and not-for-profits. As a group, you could not have a more incompetent, ineffective group of businesses trying to sell something. Most of us can barely get out of our own way and should feel lucky when someone makes it through all of our bumbling and fumbling to actually join.

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