Maximizing Gym Memberships: The Art of The Second Sale

In the realm of fitness and wellness, the first sale is often considered the most challenging one – convincing someone to join your gym. However, if you want to keep your fitness business thriving, there’s a hidden gem known as “The Second Sale.” This strategic approach seizes the opportune moment when enthusiasm is at its peak after a member has joined the gym. Surprisingly, many gym salespeople tend to overlook this golden opportunity. In this article, we’ll explore the often-neglected art of the Second Sale and how it can be the easiest sale you’ll ever make. We’ll provide you with some practical examples, such as personal training, apparel, nutrition products, and gift certificates, to guide you through boosting your gym’s revenue.

The Second Sale: A Missed Opportunity

It’s no secret that gym membership sales are the lifeblood of any fitness facility. But, once the dotted line is signed, the real challenge begins. It’s what happens after a new member joins that can make all the difference. The excitement is palpable, and this is the ideal time to introduce additional offerings. However, many gyms overlook this critical step and miss out on the second sale.

The Secret to Success: Timing

The key to a successful Second Sale is impeccable timing. The new member is motivated, eager, and ready to transform their life through fitness. Seize this opportunity by presenting the value of your gym’s additional services and products. Here are some powerful avenues to explore:

  1. Personal Training Packages: Personal training is a vital component of a comprehensive fitness journey. Emphasize the benefits of personalized guidance, quicker results, and safer workouts. Offer enticing packages that cater to various fitness goals.
  2. Apparel and Merchandise: Create an exclusive gym brand and promote your merchandise. Active wear, accessories, and branded gear can act as status symbols for your members, promoting a sense of belonging and identity with your gym.
  3. Nutritional Supplements and Plans: Nutrition is a crucial aspect of a holistic fitness plan. Offer high-quality supplements, dietary plans, and nutrition consultations. Provide guidance on how proper nutrition can complement their workouts and accelerate their progress.
  4. Gift Certificates: Encourage your members to share the gift of fitness with their friends and family. Gift certificates are an excellent way to bring in new members while showing appreciation to your current ones.

Real-World Success Stories

Let’s delve into some real-world examples of gyms that have mastered the art of the Second Sale:

  1. Example #1: This gym introduced a “New Member Starter Pack” that included two personal training sessions, a branded gym bag, and a one-month supply of their exclusive protein shake. Members couldn’t resist this comprehensive package, and the gym’s revenue saw a significant boost.
  2. Example #2: By creating a trendy line of activewear with their logo, the gym made the Second Sale a breeze. Members proudly donned their gym’s merchandise both inside and outside the facility, effectively turning into walking advertisements.
  3. Example #3: To promote healthy eating habits, this gym offered a complimentary initial consultation with a registered dietitian to all new members. By showcasing the importance of nutrition alongside workouts, they encouraged members to invest in personalized meal plans and supplements.
  4. Example #4: One gym took advantage of special occasions like birthdays and anniversaries by offering gift certificates to members, enticing them to share the gift of fitness with their loved ones.


The Second Sale, often overlooked in the fitness industry, is a goldmine waiting to be discovered. Seize the moment when enthusiasm is at its peak, and your new gym members are hungry for success. By offering valuable additional services and products like personal training, apparel, nutrition, and gift certificates, you can not only enhance your members’ fitness journey but also boost your gym’s revenue. Embrace the Second Sale, and watch your gym flourish as both your members and your business grow stronger together.

Fitness Management & Consulting: Your Shortcut to Success

Navigating the world of fitness business can be challenging, but there’s a valuable resource to help you streamline the process and make the most of the Second Sale – Fitness Management & Consulting. These experts specialize in staff training, equipping your team with the knowledge and skills to effectively implement the strategies discussed in this article. With their guidance, you can ensure that your gym capitalizes on the opportunity for Second Sales, maximizing member satisfaction and your gym’s financial success. So, don’t hesitate to enlist the support of these professionals; it’s the smartest investment you can make in securing a thriving future for your fitness business. Contact FMC here.

Click here for more details on financing options or call 214-629-7223 or email for more information. Or, apply now.

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An Outsourced CEO, Turnaround Expert and Author, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround, financing  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 overcome obscurity, improve sales, build teamwork and market fitness programs and products. Visit his Web site at: or

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