Gym Owners Are Wasting Hundreds of Dollars
What I’m seeing right now is gym owners pouring money into lead generation campaigns… and getting nothing in return. 
Here’s the raw truth:
You don’t need more leads. You need more sales.
If the agency you’re paying can’t deliver actual paying members, don’t give them another cent.
Maybe your problem isn’t volume—it’s follow-up.
Back in October 2024, 500 gyms were mystery shopped by MysteryShoppingForFitnessBusin
Even if they get you 30 new sales a month, that’s 360 for the year. With an average attrition rate of 4% per month, you’ll lose 172 of them. You don’t just need sales—you need to work on attrition.
So many owners try to slap a Band-Aid on a gaping wound. But that won’t stop the bleeding.
If you really want to grow, understand your business inside-out:
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Your conversion rates – enquiries to tours; show rates; tours to sales.
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Your attrition percentage and retention months
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Your yield per member
And then? Pull the right levers. That’s where growth lives. Not in some silver bullet from a self-proclaimed social media guru.
Want to stop flushing your money and start building a sustainable business? It starts by knowing your numbers better than anyone else.
Let’s be real. There’s no shortcut in business.
And if someone’s selling one—they’re not in it for the long haul.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.