a message from Jim Thomas

While all of us in the gym business settle in and wait for the pandemic to pass, we need to recognize that this could end up being a significant opportunity for your gym if you choose to expand and advance into the market place. But, it will require work. Don’t just sit and wait, develope a strategy, so that when this is over, you’re prepared to advance.

Here is some impotant information to remember:

  • People will still buy from you, but you will have to ask. Don’t let anyone guilt or shame you into thinking that selling is a bad thing. In many ways, you can treat this like a pre sales.
  • The economy will prosper soon. This is temporary. This will end. Let’s be sure we’re ready.
  • Gyms will re-reopen. There will be pent up demand for your services and products. Be prepared.

Prepare a plan of action and business strategy for the new normal:

  • Keep Selling. For a visual, treat this like a presales, make it simple and easy to get started and add value. Memberships, paid trials, personal training, supplements, etc.
  • Keep your current members. You’re only temporarily changing how you will coach your members (you’re not closing). Help your current members stay with you. Stay in touch with your members. Commnicate, even over-communicate. Such things as online classes, Q&A sessions, sending a work out of the day, check in on them, accountablity sessions, etc.
  • This one is big…be prepared for business after this ends. Don’t find yourself doing nothing and expect to flip the switch. Develope your plan and take action!

Are you ready to keep your members and capture market share?

  • Take control of the current situation and get a grip on things. Write out a plan that allows you to preserve cash, keep your current members, continue to sell, and develope a strategy that allows you to advance, not retreat into the marketplace. Turn off the TV.
  • Leverage an online and remote strategy to serve your members and prospects. Live classes, video, accountabilty calls, coaching calls, have fun with it just like you would inside your gym.
  • Prevent objections and sell during this time; Make this simple. Provide value.

Thank you.


An Outsourced CEO and expert witness, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at:www.fmconsulting.netorwww.jimthomasondemand.com.

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