Almost every fitness business has some sort of enrollment fee or joining fee associated with its membership. Unfortunately, virtually every single one of them regularly reduces or eliminates their enrollment fee at the point of sale as a closing tool. Not only does reducing or eliminating your enrollment fee not increase sales, it also devalues the membership the client is considering purchasing.
A favorite solution we use on a regular basis is to supplement your enrollment fee with something of equal value. For example, if your enrollment fee is $99 give the member a “first-visit incentive” like a $99 gift card to a local restaurant, salon or other business. Odds are you can purchase these gift cards for less than 50% of their face value. It may also lead to other networking partnerships with local businesses in your area.
Do this today. Sell more memberships tomorrow.
Chris Batchelor
Health Club Marketing Contributor
