Flat or declining numbers don’t mean your gym is doomed—it means your current approach has run its course. With a focused 90-day plan, you can reignite momentum, stabilize cash flow, and rebuild confidence in your business. Below is a clear week-by-week roadmap across sales, marketing, member service, and staff management. Think of this as your “playbook” to go from stagnant to surging in 3 months.
Phase 1: Reset & Refocus (Weeks 1–4)
Sales
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Implement a non-negotiable daily sales rhythm: every prospect gets a tour, every tour gets a close.
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Audit your lead pipeline—revive “dead” leads with a 3-day call/text/email blitz.
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Launch a simple 5-day trial pass to re-ignite urgency in the community.
Marketing
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Optimize your Google Business Profile and social media to highlight transformation stories, not promotions.
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Run a “bring a friend” campaign with a gift for both members and guests.
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Commit to posting value-driven content daily: workouts, testimonials, staff spotlights.
Member Service
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Personally call your top 20 at-risk members and re-engage them with encouragement and offers.
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Audit your onboarding process—make sure every new member gets a welcome call and first-week check-in.
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Put up “Member of the Week” boards to recognize and spotlight members.
Staff Management
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Hold a kickoff meeting: reset expectations, set 90-day goals, clarify everyone’s role in sales and retention.
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Begin weekly 30-minute sales and service training.
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Implement daily huddles—short, sharp 10-minute stand-ups to keep the team aligned.
Phase 2: Build Consistency (Weeks 5–8)
Sales
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Launch a referral challenge with leaderboard tracking.
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Introduce urgency in sales scripts (limited spots for group training, discounts expiring).
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Track daily KPIs: leads, tours, closes, referral asks.
Marketing
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Test a low-cost paid ad campaign targeting your 5-mile radius.
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Run a “check-in to win” contest on social media.
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Film short, authentic member testimonial videos and boost them locally.
Member Service
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Schedule monthly “member socials” (nutrition workshop, group class theme nights).
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Implement a 30-day success check-in with every new member.
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Survey your members for feedback—act on at least one suggestion quickly.
Staff Management
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Create individual scorecards: each staff member has weekly KPIs.
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Begin shadowing and role-playing sales presentations.
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Reward performance publicly (gift cards, recognition, small perks).
Phase 3: Accelerate & Expand (Weeks 9–12)
Sales
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Layer in specialty programs (youth fitness, small-group PT, seasonal challenges).
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Launch a “reactivation campaign” for expired or canceled members.
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Push for “end of 90 days” closeout sales—make this your strongest month.
Marketing
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Partner with 3–5 local businesses for email swaps, cross-promos, and events.
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Launch a PR push—pitch success stories to local media.
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Create a limited-edition piece of gym merchandise tied to referrals or renewals.
Member Service
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Implement a structured upgrade campaign (basic → premium membership).
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Start a birthday/anniversary recognition system with handwritten notes.
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Encourage testimonials and Google reviews as part of member appreciation.
Staff Management
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Conduct a mid-quarter performance review with each staff member.
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Establish a bonus structure tied to sales and retention benchmarks.
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Identify one rising leader and begin grooming them for greater responsibility.
The Weekly Discipline That Makes It Work
Every week, ask:
- Are we generating enough leads?
- Are we maximizing every sales opportunity?
- Are we providing exceptional service that earns referrals?
- Is the staff trained, accountable, and motivated?
If the answer is “no” in any category, the fix becomes next week’s priority.
Final Word
A turnaround isn’t magic—it’s momentum created through focus, discipline, and relentless execution. This 90-day plan gives you structure, urgency, and a clear direction. By the end, your gym won’t just be out of stagnation—it will have the systems in place to sustain long-term growth.
Need help building systems, improving your facility, or turning around your gym business? Contact Jim here.
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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
