Acquiring new members in your gym is arguably the most important activity in running a successful club.
Having strong sales processes is critical for optimising member acquisition. To have a strong sales process, it helps to understand what typical or average sales performance looks like.
Recently we took the time to review a large volume of data related to sales in the gym. We took this data from the SalesDesk CRM system.
The data included medium to large health clubs. (1000-4000 members). Using this data, we reviewed several key metrics and calculated average performance for these metrics. In other words, using the data, we established some sales benchmarks for gyms that can be used to evaluate your gyms performance against.
Here are some of the sales benchmarks.
Lead sources (where leads come from)
Lead sources are what marketing activities generated a lead.
In the data, we found that online/website leads were the biggest lead source, followed by past members, friend referrals, and living locally.
Website | 5660 | 13.10% |
Past member | 4877 | 11.28% |
Friend referral | 4604 | 10.65% |
Live locally | 4492 | 10.39% |
Signage | 1951 | 4.51% |
Google search | 1450 | 3.36% |
53.30% |
Interestingly, overall, there were over 120 different lead sources, yet the top 6 lead sources made up over half of the total.
These findings suggest a gym is well served by having a good website with good quality content and lead capture.
It also suggests that past members are excellent and perhaps under the valued source of leads.
Contact method
Contact method relates to how a gym captured leads. Typically there are three main ways leads flow into the sales funnel. 1. Telephone, 2. A prospect walks into the centre, 3. A lead fills out an online form.
Often these can be mixed. For example, a lead may fill in a form on the gym's website and then walk into the club for a tour. Typically, we take the first action the prospect takes as the contact method.
Below is a summary of the percentage of contacts that come from each method.
Telephone | 12.8 |
Walk-in | 70.1 |
Web leads | 16.8 |
Other | 0.3 |
Walk-ins were by far the most common type of contact, making up 70.1% of all leads.
Won Rate
Telephone | 63.95% |
Walk-in | 81.73% |
Web leads | 30.06% |
Walk-ins were also the best converting leads with 81.73 % win rate. This shows that once a lead has invested the time and effort to come into your club, they have a very high chance of converting.
This also suggests that the aim for telephone and web enquiries should be focused on getting a member to visit your club for a tour. You may even consider using some other bribe to get a prospect inside your club like a free body scan.
Web leads had a win rate of only 30.06%. This makes sense as people making an online enquiry are often in the early "research" phases of the decision-making process.
This also suggests that web enquiries have present gyms with the biggest opportunity to improve their sales processes and conversion.
Having quality data and tracking of your gyms sales process is critical for making informed decisions. Having a system that helps you easily collect this information within your sales process is a must if you are serious about optimising your membership conversion rates.
For more information about how to capture your leads and sales data go to salesdesk.com.au.
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