In the world of independent gym ownership, boutique studio operation, and personal training entrepreneurship, it’s easy to get caught up in the numbers—the sales goals, the membership quotas, the session bookings. But if you ask any seasoned gym leader what truly fuels consistent high performance, you’ll find it’s not just about strategy or systems. It’s about people. And more specifically, it’s about appreciating those people.
Appreciation isn’t a bonus—it’s a business strategy.
A Lesson From the Sales Floor
Let me take you back to a turning point early in my career.
By this time, I had risen to become the top salesperson across four clubs. I was producing consistently, I understood the process, and I was dialed in. But one night stands out like it was yesterday.
It was a Thursday—late, 10:00 p.m. The gym was closed. It had been a long, grueling day with no sales on the board. Zero. Not a good feeling for someone who prided himself on performance.
But for some reason, I just didn’t want to leave. Maybe it was pride. Maybe it was grit. Maybe it was just stubbornness. I waited around until the manager left.
Then—lo and behold—a prospect walked in.
He said, “Hey, I know you’re closed, but I’d love to take a look around.”
I told him, “Happy to help.”
I gave him the tour, made the presentation, answered all his questions—and he signed up. He didn’t just buy a membership for himself. He bought a $3,000 package for himself, his spouse, and possibly his son.
One sale. That’s it. But it was a big one.
Here’s the part that stuck with me: when it was all said and done, the manager walked over, looked me in the eye, and said:
“Jim, I know it was a long day for you. It was a long day for me too. But I appreciate you sticking around. I appreciate you making that sale.”
That moment changed something for me.
It wasn’t just the sale. It was the recognition. That appreciation made me want to work even harder. It made me feel seen. It made me feel like I mattered.
Why Appreciation Is a Sales Superpower in Your Gym
As a gym owner or operator, you’re juggling a thousand tasks—leases, payroll, programming, marketing. But if there’s one thing you must never overlook, it’s the power of showing appreciation to your people—your staff and your members.
1. Appreciation Fuels Staff Motivation
Your salespeople, trainers, and front desk team aren’t just cogs in a machine. They’re human beings with lives, challenges, and aspirations.
When you recognize the extra mile they go—whether it’s staying late, making one more follow-up call, or simply showing up with a great attitude—you create emotional buy-in.
People don’t just work harder because they have to. They work harder because they want to—especially when they feel appreciated.
2. Appreciation Encourages Ownership
When your staff feels appreciated, they begin to take ownership of the gym’s mission. They act like owners. They solve problems. They protect the brand. They sell because they believe in it—not because they’re pressured to.
3. Appreciation Retains Members
The same goes for your members.
A simple “thank you” at the front desk. A handwritten note after a milestone. A shoutout on social media. A free shirt on their anniversary. These things cost almost nothing—but the impact is massive.
When members feel appreciated, they stay longer, spend more, and refer others.
How to Build a Culture of Appreciation That Drives Sales
Want to boost your bottom line without spending more on ads? Start by implementing appreciation into your daily culture.
a. Catch People Doing Something Right
Make it a habit to catch your team doing something right. Praise effort, not just results. Whether it’s a thoughtful follow-up, a clean weight rack, or a kind word to a new member—acknowledge it.
b. Celebrate Wins—Big and Small
Don’t just celebrate monthly top producers. Celebrate:
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First memberships sold by new staff
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Most improved performers
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Great attitude awards
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Highest follow-up rates
The more you celebrate, the more momentum you build.
c. Thank Members Frequently
Create a “thank you” rhythm:
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At sign-up: Send a thank-you card or email.
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After 30 days: Celebrate their first month.
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At milestones: Recognize every 3-month, 6-month, and 12-month mark.
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On their birthday: Send a gift or discount.
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After referrals: Thank both parties with something meaningful.
d. Train Managers to Lead With Gratitude
Your leadership team must understand that appreciation is a tool, not fluff. Train them to say thank you, to write notes, to praise in meetings. It’s simple. It’s powerful. It multiplies performance.
Final Thoughts: The Sale After the Sale
In gym sales, we often talk about the “sale after the sale”—what happens after the paperwork is signed. The same is true in leadership.
Appreciation is the sale after the sale of every interaction. It’s how you build loyalty. It’s how you get that extra effort. It’s how you inspire a culture of champions.
Just like that manager did for me at 10:00 p.m. on a Thursday.
And that’s a moment I’ve never forgotten.
Bottom Line: If you want your team to sell more memberships, serve more clients, and drive more referrals—show them you see them. Say thank you. Every day.
Because the best motivator isn’t always a bigger commission.
Sometimes, it’s just being appreciated.
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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
