Webcast Invitation from Fitness Management & Consulting and jimthomasondemand.com

Ready to take sales to the next level? @GymConsultant and jimthomasondemand.com can help you! Sign up for a FREE webcast at

Webcast Invitation from Fitness Management & Consulting and jimthomasondemand.com

Would you like to take your sales production to the next level?  Our free webcast series “The Perfect Membership Sales Process – How to Double Your Sales Production” will help your team take immediate action. Register here:

Date: May 22, 2015 Time: 2 PM Eastern/1 PM Central/ 11 AM Pacific

In this webcast you team will learn;

How to Handle a Proper Greeting

Evaluation and the Importance of the Powerful Why

The Tour and Why you Sell Benefits and not Features

Analysis and Helping the Customer Understand What They Need to Do

Presentation of the Membership with all the Do’s and Don’ts

The Close and the trouble spots many salespeople face

Bonus Tips to Help Double Sales

This webcast will help put a spark in the veterans and help jump-start your new hires.  Q&A will be available on the webcast.

The webcast is free.

Just say “yes” and we’ll make plans to get you on our schedule. Click here to register:

Thank you.

Jim Thomas

P.S. If you can’t wait for the webcast, please check out jimthomasondemand.com for over 600 training modules that you can access at anytime at your convenience.


Are you watching your monthly membership sales decline and don’t know why?

We recently took on a client club whose sales were on a steady decline.  Of course, we heard the normal push-backs such as to much competition, time of year, rates are too high, marketing is not working, etc.  One of the first things we will normally do is listen in to call-tracking results on incoming calls – most of this is tied to direct mail marketing.  In this particular case, a prospect called in asking about membership rates.  Not only did the club representative not follow the provided script, but when the caller volunteered that she may have called the wrong club, the club rep offered to find the phone number of the competitor. You may be thinking this was a new rep that was answering the phone prematurely…..unfortunately, it was the club manager.

Do you know what your salespeople and front desk staffers are saying over the phone?

92% of customer interactions happen via the phone.  85% of customers report dissatisfaction with their phone experience.

Do you have a written phone script? If not, you need to get one and it should be memorized to the point of being second-nature. Regular training and role-playing should be done to be sure everyone is on track.  And be sure to listen to your call tracking notes…this will only be important to your staff, if it’s first important to you.  You must inspect what you expect.

A customer is 4 times more likely to buy from a competitor when ignored.

Are you ignoring your customers?

Many clubs will put a significant effort into getting the phone to ring and people to walk through the door, but then don’t maximize the opportunity to increase membership sales when the salespeople fail to follow up.

48% of salespeople never follow up with a prospect.

25% of salespeople make a second contact and stop.

12% of salespeople only make three contacts and stop.

Only 10% of salespeople make more than three contacts.

80% of sales are made on the fifth to twelfth contact.

The biggest reasons we find salespeople do not follow up like they should – they simply don’t know what to say.  Web leads, for example, on average, require 8 attempts before contacting….you may speak to some web leads right away which means someone else make take 16 attempts.

The key to successful follow up is to commit to it, get creative on different ways to do it and understand that speed is power.

Do you know what your salespeople are saying? Can your salespeople pass the test?  If you would like for us to phone shop your club, just email jthomas@fmconsulting.net or call 800-929-2898.

Now, go learn that script!

Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting and turnaround firm specializing in the fitness and health club industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars and workshops across the country on the practical skills required to successfully build teamwork and market fitness programs and products. Visit his Web site at: www.fmconsulting.net.


Jim Thomas, Health Club Turnaround Expert, Addresses Most Common Causes of Gym Failures


In the ultra-competitive world of health and fitness, where less than 50% of new gyms and fitness centers are expected to survive beyond the first 5 years in business, Jim Thomas has many answers to questions most gym owners don’t even know to ask.

Jim Thomas is the well-known founder and president of Fitness Management USA, Inc., a management consulting and turnaround firm specializing in the fitness and health club industry. The tagline for his company is an apt one. “When the going gets tough, the smart get help.”

The health and fitness industry, like so many others, is one in which many businesses are spawned through passion. For example, a personal trainer loves what he or she does so decides to open a gym hoping that the old axiom, “Do what you love and the money will follow” will hold true. Unfortunately, it rarely does.

“Other than being under-capitalized, the biggest reason we see for health club failure is lack of business know-how and lack of proper implementation of sales and marketing strategies,” points out Thomas. “Another common misconception that many new gym owners have is that the gym will sell itself.”

It is rare to find someone that is both passionate about providing health and fitness services and adept at marketing and sales. The result is often that one side of the business falters and may drag the entire operation down with it.

In these cases, Thomas suggests, “If you are not an expert in gym sales and marketing find someone that is. Embrace sales and marketing. Get some training. In an effort to provide good service, you can’t give up key steps of the membership sales process.”

After 25 years of owning and operating gyms as well as speaking and consulting extensively on the subject, Thomas has seen pretty much all the industry can throw at gym owners. When asked what precautions or research new gym owners could undertake to improve their odds of success, Thomas responded, “For people entering this business, be fully aware the biggest mistake is a failure to grasp and implement proper sales and marketing programs.” He also added, ”Keep fixed overhead low. Newcomers need to shorten the learning curve and not learn based on trial and error – it’s just too costly.”

It seems that gym owners – like many entrepreneurs – may be overly optimistic for their own good at times. When asked what the greatest challenge he faces in helping aspiring or struggling gym owners, Thomas was very up-front, “Club owners often wait too long to engage professional help. Instead, thinking the problem will miraculously be fixed without help.”

The lesson to be learned here? Running a health and fitness facility is a high-overhead and sometimes complicated business requiring a diverse skill-set. To ensure the greatest likelihood of success, anyone thinking about entering into this industry should either have the proper skill-set or be willing to work with someone that does.

To learn more about Jim Thomas and Fitness Management U.S.A Inc. please visit: or call 1-800-929-2898.

Health Club Turnarounds Continue Through Membership Sales Success from Fitness Management & Consulting

Fitness Management & Consulting announces the steady increase of gyms and health clubs nationwide that are experiencing a business turnaround and revival in their revenue.

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The key to all success is to take action.

Dallas, Texas (PRWEB) April 28, 2014

As the second quarter of the year continues to unfoldFitness Management & Consulting announces the steady increase of gyms and health clubs nationwide that are experiencing a business turnaround and revival in their revenue.

Jim Thomas, owner and president of Fitness Management & Consulting, remarks, ”During our consultations with fitness club owners who are struggling to keep their business afloat is that their problem doesn’t necessarily lie in the club vision or operations. The root cause, actually, is a lack of solid and consistent membership sales that keep fitness enthusiasts coming through the door.”

As the sales training leader in the health club industry, Fitness Management & Consulting presents Sales Success seminars onsite at the club, designed with the skills needed by the sales team to close more sales.

Fundamental sales techniques merge with interactive, creative scenarios to bring applicable skills to salespersons of all levels.

Some of the topics covered in the two-day Sales Success seminars include:

  •     Overcoming price objections
  •     Uncovering the Super Objective
  •     Encouraging club guests to buy faster
  •     Eliminating the fear of prospecting
  •     Differentiating your club from all the others


Before finalizing a membership sales curriculum, Thomas enacts a detailed consult with the fitness club owner to verify that the club has enough underlying “health” so as to ensure true sales training success. “You must look at key factors such as a structured approach, available cash flow, and enough time before any hard deadlines prevent the turnaround from happening;” he says, “but it’s exciting to see how a club can really begin to thrive again once you give its motivated salespeople a fresh knowledge about closing a sale.”

About Jim Thomas’ Fitness Management & Consulting
Fitness Management & Consulting is a firm specializing in health club business consulting, turnarounds, new club start ups without franchisee fees, and sales training. Its founder, Jim Thomas, has over 25 years experience in all aspects of health club sales, club ownership and management. Fitness Management & Consulting is a privately held company based in Dallas, Texas. For more information on Fitness Management & Consulting, please visithttps://

Media Contacts:
Fitness Management & Consulting
Skype: jtmanagement

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Feeling Successful with Your Club? Let’s Keep It That Way.

Club owners sometimes tend to think they are successful at the health club business because of a Jedi-like expertise or a super-instinctive understanding. They are “good,” and if they’ve done it once; they think they can do it again and again. Eventually, club managers or owners start eliminating some of the key elements that make the club run well – and they becomes a little apathetic to the ultimate detail and fundamentals that made the clubs successful in the first place. Time goes on. They take things for granted. They don’t plan and train their staff quite as hard. They forget that success is guaranteed to no one. For example, key items such as the master appointment book, daily phone contacts, daily appointments, regular sales training and prospecting for new leads can be taken for granted and even overlooked. We become reactive in our approach instead of proactive.

If you haven’t done so lately, now is the time to freshen up, liven up, and essentially reboot your club’s operations to keep it moving in the right – and profitable – direction. Start with these key areas:

1. Accountability. This means defining the job, who is going to do it, and when it will be done. This should be in writing and confirmed so that everybody involved in this area of accountability has a complete understanding. You should understand that everybody needs to be held accountable for completing their assigned job duties on time and effectively.  As you go along, you’ll notice specific areas for accountability: generating reports for salespeople, reviewing reports, ordering supplies, or coordinating an open house. One of the things I hear is, “I was way too hands-off, way too easy going, way too concerned with being a friend to my staff and not holding them accountable.” Earn their respect, not their friendship. Inspect what you expect.

When we go into a facility and conduct an Operational Analysis, we interview

key staff members. One of the questions we ask is, “What is your job description?” We ask the club owner the same question regarding that particular staff member’s duties. It’s always interesting how often the answers differ. Be sure you’re on the same page with what’s expected. Your silence will be interpreted as acceptance.

2. A System. We all know that the most valuable asset in any facility is the people; however, one of the keys to avoiding success apathy is to manage the system. We may be talking about a long-term employee or a new hire, but the system should remain the same, with your implementation and follow-up occurring every day. Don’t simply assume they are going to do it. Everyone needs leadership and direction. Have a plan for your membership sales, a plan for advertising and marketing, a plan for recruiting staff, a plan for resolving conflict, etc. Be sure you are following a proven system….and follow up.

3. Communication. People listen in different ways. Some people like to read, some people like meetings some people like to look at their email, some people like to receive a phone call or text message, etc. I suggest that you come up with several different ways to communicate with your employees (and members, of course). Make sure you follow up to get confirmation that they received the message, and don’t expect one form of communication to get the job done. Experiment with the best forms of communications: signs, communication log books at your front desk, office banners, emails, text messages, newsletters, phone calls, formal training classes, informal training, and so forth.

One of the common statements I hear from club owners and manager’s is, “Well, I told them.” What they mean is, they told them once and then expected it to be done.

If communication were only that easy, the job of management wouldn’t be necessary.

4. Fun. We know that the health club business should be a tightly-run operation, but we also want to treat people well. We want to make sure that they enjoy their work and that we provide an environment that allows a motivated person to act. At the same time, the club business can be too much fun if you’re not careful. Other health club businesses can be too dry; so somewhere in the middle you, as the owner or manager, holding people accountable, need to have all of the processes in place. Think in terms of “we want it all to be done, but we want it to be enjoyable as well.”

Now, keep up the success!


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