How to Sell Fitness

I know you love it. I know you’re good at it. I know you live it, BUT, it ain’t always easy SELLING it. I am talking about fitness.

I mean, it’s easy to sell a pill that promises fat loss, or a simple easy to follow DVD that guarantees the viewer will get ripped just by watching the thing every day for 6 weeks, BUT… selling a program that (while it really works) requires getting some serious commitment from the client and that can be a tough thing indeed. I mean, we ALL have tons of things in our life that we see as priorities… kids, groceries, the mortgage, and certainly all of those are important, but one that ranks up there at ALL times is our health, and a quality fitness program can be the key factor that keeps us healthy and living longer. (And better able to earn money for all those other necessities that exist in life as well!)

So, how can you take someone from a somewhat interested prospect into a contract signing (and PAYING) client? Here’s some simple but EXTREMELY important tips to follow that will show you how to sell fitness so you can begin selling more programs today:

Ask questions, don’t just TALK5W

I would say hands down the number 1 mistake most sales professionals make is talking too much. The key to selling ANYTHING is to ask questions then SHUT UP. Let the prospect do the talking and they will tell you EVERYTHING you need to know. Here are some key questions you can ask while you are trying to sell fitness programs:

  • What exactly are your fat loss/fitness goals?
  • How do you feel about your current body condition?
  • What are the things you love most about working out?
  • What do you love least about working out?
  • What is the main obstacle standing between you and committing to a fitness program?

Look at the questions above closely… notice anything? Not ONE of them is a YES or NO question. If you ask YES or NO questions, then, once the answer, the conversation is over. You have to get them talking, expanding on what you asked and then talking some more. The more they talk, the more you can repeat back to them what they said, develop an understanding, and use the info they gave you to create a program that meets their needs exactly.

Ask questions where YES is the only answer


I did, but follow me here. You see, the more YES responses you can get from a client, the more likely it is that they will say YES to your fitness program. BUT, you don’t want to ask questions that could result in a no. Here are a few examples where YES will be the only answer:

  1. Getting into better shape so you have more energy and feel great would really add to your quality of life, wouldn’t you agree?
  2. So, getting into those skinny jeans that haven’t fit in years is one of your goals, is that fair to say? (this one would come after a conversation about their fitting into smaller jeans or something similar)
  3. If I can create a plan that will help you reach your fat loss and fitness goals while having fun that is within your budget, that would be something you are interested in, correct?

As you can see, the possibilities here are endless. These types of questions are good to pepper throughout your meeting with the prospect as well as adding a few back to back just before you ask for the sale.

When you DO talk, only talk about benefits

Along with talking too much comes with it the mistake of saying the wrong thing. When selling fitness better than any competitor, you need to only talk about what the client will get out of the fitness program (benefits) not just some aspects OF the program (features.) This can be a tricky area to navigate so to make it a little more simple, here are some examples to help you tailor your language as you meet with prospects:

Features (No-No’s!)

  • We have XXX certifications!
  • We have been in business for X number of years!
  • Our studio is newly painted! (Who gives a crap!)

The examples above, while nice, don’t tell the prospect anything about what THEY will get out of working with you, they only tell some aspects about the business. They use the words We or I instead of focusing the energy on the client. Here are some examples of BENEFITS that will go a long way in helping you land some clients:

  • will have access to certified trainers 7 days per week via phone or email support
  • You will receive a personalized workout program that is customized to help you reach your goal
  • You will have access to multiple eating plans that will help you make better food decisions and speed your fat loss
  • Our in house trainers will monitor your progress weekly so you know exactly how much fat and inches you have lost

These examples are the kind that make prospects mouths water and they speak to EXACTLY what they are trying to achieve.  The key is to use the language they used prior when you were in your questioning phase and repeat those things while telling them what they will receive by purchasing your fitness program. The bottom line is, people don’t eat cake because of the kind of sugar, flour, or eggs it was made with…they eat it because it tastes GOOD! Make your fitness program taste good to the prospect by letting them know it will help them get where they want to go.


No matter how good your listening skills are, no matter how awesome your benefits conversation is, if at the end of the meeting you say something like “Well, let me know if we can ever help you!” then you won’t likely make much money. You have to be direct, you have to ASK for the sale! Whether it is selling cars or selling fitness, asking for the sale is the moment that you turn a prospect into a client. Be firm, be direct, reiterate your benefits, tell them the price, and ask them to commit. You see, prospects need our help in making buying decisions. If we leave it to them, they will often find a reason to say no or simply not commit, but if we ask them to go ahead and sign on the dotted line, oftentimes they will.

Selling fitness takes a little skill and a lot of patience. Listen to your prospects and provide them what they are looking for and you will do well. Practice your listening and selling skills whenever you get the chance. No matter how great of a trainer you are, without any clients, you are just a broke person with lots of skills…GOOD LUCK!

Posted in Boot Camp Business, Fitness Marketing, Personal Training Business by Steve Hochman | No Comments Yet

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