In this episode, George breaks down the key KPIs that every small group personal training gym owner must track to drive growth and improve profitability. George covers four critical metrics—from lead generation and sales to conversion into memberships and retention—explaining how monitoring these numbers can reveal where your gym is excelling and where adjustments are needed. If you’re ready to take a hard look at your business performance and fine-tune your strategy, this episode is packed with actionable insights.
For SGPT gym owners, understanding and tracking the right KPIs is essential to scaling your business effectively.
Here are 4 KPIs that you need to track every month in your gym:
1) Leads Generated
Track how many leads you’re generating each week and month. Without a steady stream of leads—from paid ads, your website, email, or referrals—your business can’t grow. Adjust your marketing efforts if you’re not hitting your target of 50–70 leads per month.
2) Sales Made
Monitor the number of leads converting into sales. Sales are the oxygen for your gym, and you should aim to convert at least 25–40% of your leads. Use clear scripts, consistent follow-ups, and regular sales training to improve this conversion rate.
3) Conversion to Memberships
It’s not enough to just make a sale. You need to ensure that your front-end offers convert into long-term memberships. Target a conversion rate of at least 50% from your initial sale to a monthly membership by delivering outstanding results and nurturing new members effectively.
4) Retention
Retention is the ultimate test of your gym’s value. Track how many members stay versus leave each month. A healthy retention rate (around 4–5%) is crucial for building a sustainable, subscription-based business. If your retention is poor, assess attendance, member engagement, and community-building efforts to improve long-term loyalty.
If you need help generating leads and improving your sales processes, then reach out to us at info@hamperagency.co.uk, visit hamperagency.co.uk, or DM @hamperagency on Instagram.