Before You Hit Play: The Real Sales Work Happens Here
By Megan Metcalfe, Founder of ActiveLead
Megan is a 6-year Member of Struct Club and the founder of ActiveLead, a no-fluff sales consulting business built specifically for boutique fitness studios, health clubs, & independently owned gyms. With a background in tech sales, fundraising, & direct membership sales for XPonential Fitness franchisees, Megan launched ActiveLead to unlock growth for fitness operators.
We all know the story: someone comes in for their first class, enjoys it, maybe even high-fives the instructor—and then poof. Gone. No follow-up, no second visit, just another first-timer who didn’t stick.
It’s easy to chalk it up to pricing, schedules, or “people being flaky.” But the truth? Getting people in the door is only half the battle. If your team doesn’t know how to connect with them and keep them coming back, all the leads in the world won’t matter.
Start at the Front (Literally): The Front Desk Sets the Tone
At the Health & Fitness Association conference this year, one speaker said it best: ‘I’d take one rockstar front desk staff member over ten mediocre ones any day.’ She wasn’t exaggerating.
The front desk is often the first and last person someone sees—and their vibe matters. A lot. But most front desk teams aren’t trained on client communication. Many are younger, part-time, and haven’t been given clear expectations for how to handle interactions beyond check-ins and towel returns.
At my last studio, I had a young front desk team member who was literally shaking the first time he had to call a lead. These leads were people who had signed up online—not a true “cold call”. But he was still terrified. We worked on it, and a few months later, he closed his first sale. But that moment stuck with me. If you don’t train your team, you can’t expect them to perform.
Pro Tip for Owners:
Train your front desk to be an extension of the brand experience—not just a transactional touchpoint.
Here are some examples of front desk scripts that extend a friendly, welcoming, and encouraging vibe:
“Hey! We’re so glad you’re here—let me show you around.”
“You crushed it in there! Ready to book your next one?”
“Need help finding a class time that works for your schedule?”
What are some go-to lines your front desk staff could use along these lines, based on your brand vibe? Jot them down!
Let’s Talk About the Real Sales Team: Your Instructors
If I had a dollar for every time I heard an instructor say, “But I’m not a salesperson,” I could probably take some friends out to a Michelin-starred dinner. (Wine pairing included.)
But sales isn’t a dirty word. At its core, sales is just about trust, communication, and creating a reason for someone to come back. And instructors—whether they like it or not—are at the center of that.
Pro Tip for Instructors:
Think of it less like “selling” and more like being a welcoming human.
“Hey! First time with us? What brought you in?”
“I’m so glad you’re here. Anything you want me to know before we get started?”
Before Class: Discovery Isn’t Just for Tech Sales
In tech sales, the discovery phase is crucial. It's where you learn about your customer—what they need, what they want, what’s stopping them from buying. In fitness, that discovery starts the moment someone creates an account with your studio.
Sometimes the instructor is also checking people in and locking the door—which often gives zero time for small talk, let alone discovery. While I’m not a fan of this setup, I understand sometimes it’s a necessity. So if that’s your situation, what are you doing before people walk in the door?
I recently booked a class as a first-time client and received two barebones automated emails. That’s it. No parking info. No expectations. No welcome.
That wasn’t a marketing problem. That was a missed connection.
Pro Tip for Owners: Bake first-timer prep into your pre-class communication. Call them. Text them. Let them know what to expect and make it personal.
Pro Tip for Instructors: If you're running the check-in desk, a quick "Hey, is this your first class? How'd you find us?" goes a long way. You’re not interrogating —you’re showing you care.
After Class: Don’t Let Them Walk Out Cold
As a temporarily retired instructor, I’ve had more time to be a participant in group fitness classes—and the number of times I’ve seen first-timers leave without so much as a “How was it?” is genuinely wild.
These days, people have endless ways to work out at home. But they chose to show up at your studio. Why? If you’re not asking, you’re probably missing your chance to turn them into a member.
Instructors don’t need to hard-close someone into a membership, but they do need to close the loop. A simple “How did that feel?” or “When are you coming back?” goes a long way. The exact words don’t matter—it just has to sound like you care.
Pro Tip for Instructors:
Have one go-to post-class question you can deliver quickly and authentically:
“How’d that feel for your first time?”
“What’s your schedule like this week? I teach again Thursday if you’re game.”
“We’d love to see you again—any questions before you go?”
And don’t forget the basics: giving a quick tour, showing them where to go for water or towels, and making sure they know how to book again. These are tiny moments that create lasting impressions.
And Then What?
Megan Metcalfe has over a decade of coaching experience under her belt as a fitness instructor at independent boutiques and luxury franchise locations alike. Her programs have been featured in the Struct Club app.
Let’s say your team does get that first-timer to come back—even if the red carpet wasn’t exactly rolled out. Amazing. Now what?
That second or third visit is critical. They’re not fully sold yet, but they’re open. And if no one remembers their name, doesn’t recognize them, or offers them a next step? You’re back to square one.
This is where a lot of studios unknowingly pour leads into a leaky bucket. Without a plan for nurturing those early returners—asking better questions, making intentional recommendations, showing progress—you lose them again. And this time, they’re really gone.
Pro Tip for Everyone:
The second visit is your chance to build loyalty.
“Hey—you came back! That makes my day.”
“You’ve taken [Class Format] twice—wanna try [another format] next?”
“Are you working toward a specific goal? I can help recommend classes that fit.”
Consistency Helps. So Does Having a Plan.
Struct Club is one of the tools that made my life easier as an instructor. It helped me prep faster and deliver more consistent classes, which meant I had more time and headspace to connect with clients.
But tools alone aren’t the fix. If you’re a studio owner trying to get your instructors and staff more involved in the sales process, you need more than good vibes and playlists.
You need structure, training, and accountability.
That’s what I do through ActiveLead—I help fitness businesses build real sales plans, train their staff to communicate clearly and confidently, and run ongoing check-ins to keep things moving. It’s not about turning your team into sales sharks. It’s about giving them the tools to help people stick around.
Final Thoughts
Your class experience doesn’t end when the music stops. It ends when someone walks out the door feeling like they were seen, supported, and welcomed to come back.
That’s the moment that matters. And if you can get that right? You’ll stop losing leads through the cracks—and start building a profitable business.
About Megan
Megan is the founder of ActiveLead, a no-fluff sales consulting business built specifically for boutique fitness studios, health clubs, and independently owned gyms. After years working in tech sales, fundraising, and managing sales at a cycling studio, she saw firsthand how often fitness businesses were left to figure out sales on their own—with generic advice, out-of-touch strategies, or worse, no real plan at all.
She launched ActiveLead to fill that gap. Her approach is practical, collaborative, and rooted in the belief that sales doesn’t have to feel gross or pushy—it just has to make sense for your team. Whether it’s building a sales plan that actually gets used, coaching staff to feel more confident in their role, or simply being the accountability partner studio owners didn’t know they needed, Megan’s goal is simple: help great businesses grow without losing what makes them special.
Not sure if your current sales approach is actually working (or don’t have one at all)? ActiveLead offers sales plan development, hands-on training, and recurring accountability meetings to help fitness businesses sell smarter—not harder. Reach out to Megan for a no-pressure chat to see how ActiveLead can help your business grow.
(415) 295-2646
IG: @activelead