Introduction
The holiday season will be here before you know it. For many independent gym owners and boutique studio operators, this time of year can be both an opportunity and a challenge. Foot traffic can slow down, marketing budgets get tight, and extra expenses can pile up.
It’s also the perfect time to show your staff how much you appreciate them—and to find creative ways to keep your lead flow strong. But what if you don’t have money for marketing or staff bonuses?
That’s exactly the situation one of our clients faced a few years back. What happened next became one of my favorite success stories—a simple program that generated hundreds of new leads and put bonus money in the pockets of staff without costing the business a dime.
The Program: “10 Holiday Fitness & Weight Loss Visits for $10”
The Problem
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Gym revenue was down.
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No marketing budget was available.
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Staff bonuses were financially out of reach.
The Solution
We created a limited-time holiday certificate offering:
10 Fitness & Weight Loss Visits for $10
Here’s how it worked:
Create the Certificates
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Design a professional certificate that clearly states the offer: 10 visits for $10.
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Include space for the buyer’s information and a tracking number or code.
Offer Staff a Choice to Participate
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Any staff member who wanted to take part would receive a stack of certificates.
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They could sell to friends, family, neighbors—anyone they chose.
Staff Keep the Money as Their Bonus
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If the program is set up for a $5 commission per certificate, the business keeps $5 to cover minimal costs, and the staff member earns $5 per sale.
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Or, set up a tiered plan where top performers can earn the entire $10 per certificate sold.
Low Barrier, High Value for the Customer
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At $10 for 10 visits, the decision is easy for most buyers.
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Each certificate sold becomes a warm lead for the gym.
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The Real-Life Success Story
One club that implemented this program had a 19-year-old front desk staff member—a new mom living at home and looking for ways to earn extra income. She jumped in enthusiastically.
Over the holiday season, she sold nearly 300 certificates.
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That gave her a significant boost to her monthly income.
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It also brought in 300 brand-new leads for the gym.
Other staff members also participated and sold certificates, creating a steady flow of new faces into the club. The business didn’t spend a penny on marketing or bonuses—the revenue came directly from the sales, and the leads came directly from the program.
Why This Program Works
Zero Marketing Cost
All marketing is done by staff to their own networks.
Staff-Driven Motivation
The more they sell, the more they make.
Lead Generation That Feeds Future Sales
Even if only a fraction of buyers convert to memberships, the lifetime value far outweighs the initial offer.
Staff Appreciation Without Cash Outlay
This gives staff an immediate bonus opportunity without the business dipping into reserves.
Team Morale and Camaraderie
Friendly competition among staff helps build unity and energy in the club.
Tips for Making It Successful
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Set Clear Goals: Decide how many certificates you want sold and by when.
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Track Performance: Keep a running tally for each staff member.
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Offer Extra Rewards: Recognize and reward top performers publicly.
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Create Urgency: Limit the program to a short period—such as 2–4 weeks—to encourage quick action.
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Follow Up on Leads Quickly: Every certificate buyer should receive prompt outreach and an invitation to upgrade to a membership before their visits expire.
The Takeaway
If you need to increase leads now and show appreciation to your staff without spending extra money, this program is a proven solution. It’s simple to set up, easy to manage, and delivers results for everyone involved.
By the end of the campaign, you’ll have:
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A motivated and appreciated staff
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A surge of fresh leads
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Increased opportunities to convert prospects into paying members
P.S. This strategy works year-round—not just during the holidays. You can adapt it for back-to-school season, New Year’s resolutions, summer promotions, or anytime you want to boost traffic without a budget.
P.P.S. If you’d like help designing your certificate or implementing this lead-generation program in your club, contact.
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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
