Why an Outside Voice Can Skyrocket Your Conversions and Build Unshakable Credibility
In the competitive world of fitness, sales is as much about trust as it is about training programs or price. People join gyms when they believe—deeply—that they’ve found the right place, the right people, and the right solution for their goals.
One of the most effective, underutilized tools in making that happen is something called the Third-Party Touch. In its simplest form, it’s when someone other than the primary salesperson validates the prospect’s decision to join. Done correctly, it can be the difference between a polite “I’ll think about it” and a confident “Where do I sign?”
What is the Third-Party Touch?
The Third-Party Touch is the intentional introduction of another person into the sales process to build credibility, create connection, and help the prospect feel fully supported.
This “third party” could be:
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A gym manager or owner coming over during the tour to welcome the guest.
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A personal trainer stopping by to say hello and share quick success stories about members.
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A current member (ideally the same demographic as the prospect) giving a friendly endorsement.
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A group instructor introducing themselves and inviting the prospect to try their class.
The key is that it’s not the salesperson saying, “Trust me.” It’s someone else—seen as an authority or peer—reinforcing the same message.
Why the Third-Party Touch Works
1. Builds Instant Social Proof
Prospects expect a salesperson to be enthusiastic and persuasive. But when another person, especially one not directly tied to the commission, validates the gym’s value, it feels far more genuine.
Example:
During a tour, a prospect is shown the weight room. A personal trainer walks over and says, “Oh, you’re checking out the gym? Great choice. I’ve had three clients just this month hit their weight loss goals here. You’ll love the support you get.”
That endorsement sticks harder than the salesperson’s pitch.
2. Creates a ‘Community Feel’ Before They Join
One of the biggest reasons people quit gyms—or never join—is that they fear they won’t fit in. The Third-Party Touch lets them experience a welcoming environment immediately.
If they’re greeted by a smiling instructor or encouraged by a friendly member, they’ve already taken their first step into the community.
3. Lowers Sales Resistance
Even if a prospect likes the gym and the salesperson, there’s always skepticism—“Is this just a pitch?”
When a third party comes in naturally and reinforces the benefits, it helps dissolve that tension. The decision starts feeling like their choice, not a sales push.
4. Positions the Gym as a Team Effort, Not a Transaction
The Third-Party Touch shows that the gym isn’t just one person trying to make a sale—it’s an entire team invested in their success. That gives the prospect confidence that they won’t be “sold and forgotten.”
How to Implement the Third-Party Touch in Your Gym
This is where most gyms miss the mark. The Third-Party Touch should be intentional, planned, and trained into your sales process—not just something that “might” happen.
Step 1: Identify Your Third-Party Touch Points
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Front Desk: When the prospect checks in, the receptionist greets them by name and says, “Oh, I heard you’re here for a tour. You’re going to love it here!”
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On the Floor: A trainer, instructor, or manager approaches at a pre-planned point in the tour.
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After the Tour, Before the Close: The manager or owner steps in to say, “I just wanted to introduce myself. We’d love to have you join our fitness family.”
Step 2: Train Your Staff on What to Say
Your third-party team needs quick, impactful talking points—not long conversations.
Key elements:
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Welcome the guest warmly.
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Offer a short personal success story or member testimonial.
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Reinforce one key benefit that aligns with the prospect’s goals.
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Keep it under 30 seconds.
Step 3: Make it Authentic, Not Scripted
While you should train your staff, avoid robotic lines. The Third-Party Touch works because it feels natural, like genuine conversation—not a handoff in a car dealership.
Step 4: Use Members as Third-Party Influencers
Some of the most powerful Third-Party Touches come from existing members. If you have members who are friendly, enthusiastic, and willing to help, consider introducing them to prospects during tours.
Real-World Example
At one high-end boutique studio, sales were plateauing. They implemented a new rule: during every tour, a trainer or instructor had to “bump into” the prospect and share a quick story or compliment.
Within 60 days:
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Tour-to-sale conversion increased by 22%.
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New members reported feeling “connected” before they even signed up.
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Staff morale improved because trainers felt involved in growing the gym.
Pro Tips for Maximizing the Third-Party Touch
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Time it right: Introduce the third party when excitement is building, not when the prospect is still cold.
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Match the messenger to the member: If your prospect is a young professional, introduce them to another young professional member or staffer.
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Make it routine: Build it into every tour—not just when it’s convenient.
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Follow up on the touch: When you close, reference the third-party’s comment to reinforce the decision.
Bottom Line
The Third-Party Touch is simple, free, and incredibly effective. It leverages the power of social proof, community, and credibility to help prospects feel at home in your gym before they’ve even joined.
In a business where emotions drive decisions, and trust is everything, the Third-Party Touch can turn your sales process from a solo act into a standing ovation.
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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
