Introduction: A Win-Win Prospecting Strategy
In today’s competitive fitness marketplace, one of the most powerful strategies you can implement is creating strategic partnerships with local businesses. The “Business of the Week” program is a low-cost, high-impact initiative designed to increase gym exposure, build community ties, and boost membership sales—all while delivering real value to local employers and their employees.
It’s not just about foot traffic—this program creates a ripple effect of goodwill, awareness, and lead generation that can transform your prospect pipeline and corporate sales outreach.
Let’s walk through why this program works—and exactly how to implement it for maximum results.
Why “Business of the Week” Works
- Hyper-Local Awareness
You instantly become more visible to potential members who live or work nearby. - Built-In Warm Leads
Employees are pre-qualified leads with a strong referral pathway through their employer. - Positioning and Credibility
Associating your gym with known local businesses increases credibility and trust in your brand. - Reciprocity and Goodwill
You’re offering something of real value for free—people appreciate that and often reciprocate with loyalty. - Corporate Membership Leverage
This becomes the first step toward longer-term corporate memberships or employee wellness partnerships.
The Step-by-Step Implementation Plan
Step 1: Build Your Outreach List
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Get the Corporate Directory: Start with your local Chamber of Commerce directory.
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Target Smartly: Begin with businesses in your plaza or adjacent complexes, then expand outward.
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Member Referrals: Use member referrals to warm up your approach. Ask your current members where they work and if they’d like to nominate their company.
Step 2: Make the Pitch
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Walk In or Call First: Visit the business or call the HR department or office manager. Be friendly, be direct.
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Use a Business of the Week Card or Guest Pass: Hand-deliver or email an offer packet explaining the benefits.
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Clearly Outline the Offer:
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One free week of fitness and tanning (if applicable) for all employees
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Discounted enrollment during the week
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Access for family members
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Complimentary fitness seminar at their location to boost engagement
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One complimentary month-to-month membership for the person coordinating the effort
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Step 3: Prepare Your Club
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Club Décor: Create a rotating banner with the “Business of the Week” name. This gives visibility and creates pride for that business.
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P.A. Announcements: Mention them daily. Recognition adds perceived value to both the business and your club culture.
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Information Station: Set up a small welcome area with their business cards, promotional flyers (with approval), and a signup sheet.
Step 4: Create Excitement at the Workplace
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Host a Fitness Seminar: Visit the business before the activation week to build relationships and educate staff on fitness, stress management, etc.
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Collect Employee Info: Secure a list of names, emails, or phone numbers (or work with payroll/HR to send digital guest passes).
Step 5: Capture and Convert
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Book Appointments: Use the employee list to call or text and schedule initial workouts or consultations.
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Offer Incentives:
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Discounted rate if 5+ employees enroll
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Limited-time joining perks
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Bonuses for employees who refer colleagues or family during the week
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Step 6: Track and Report
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Keep a Weekly Log: Record participation, conversions, and feedback.
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Plan One Month Out: Always be booked a month ahead. Consistency is key.
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Include in Your POA (Plan of Action): This program should be a permanent part of your monthly outreach and marketing plan.
Bonus Tips for Success
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Follow Up with Thank You Notes: Handwritten notes to the business and key contacts go a long way.
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Feature on Social Media: Highlight the business on your platforms and tag them. You’ll often get a re-share.
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Create a Business Wall of Fame: Showcase past participants with logos or framed certificates in your lobby.
Conclusion: Turning Local Employers into Lifelong Advocates
The “Business of the Week” program isn’t just a clever marketing idea—it’s a structured, repeatable campaign that can bring in dozens of new members each month. More importantly, it integrates your gym into the fabric of your community and positions your business as a health and wellness ally to local employers.
Whether you’re trying to increase leads, improve conversions, or simply get more involved in your local market, this is a powerful tool that delivers consistent results without major advertising spend.
Start small. Start local. And start today. The business community around you is filled with prospects—you just need the right program to activate them.
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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.
