SGPT Marketing
Interview: How We Delegated Sales at our SGPT Gym
Episode Summary
In this episode, George interviews Luke Rutherford - who rose from junior coach to full-time Sales Executive at INTENT91 - to reveal exactly why and how he finally delegated the “oxygen” of the business - sales. Luke shares his raw first-call hang-up, the intense 18-month training process, and the unglamorous follow-up grind that forged his success. This episode shows SGPT gym owners what’s possible when you invest in a dedicated sales hire - and why you shouldn’t even consider delegating sales until you’ve proven your model at multiple locations.
Episode Notes
Sales is the final process that SGPT gym owners should delegate.
Here’s how we delegated sales at INTENT91, our own personal training gym:
1) Prove Your Model First
- George only made Luke full-time on sales once site #3 was firing on all cylinders.
- Today George still takes sales calls, while Luke helps to handle the volume George simply couldn’t sustain on his own.
2) Recruit, Shadow & Level Up
- Luke started as a junior coach, shadowing George’s sessions and sales conversations, then moved from follow-ups to fresh leads.
- His very first sales call ended in him panicking and hanging-up - but with scripted training and real-time feedback, he now closes multiple sales daily.
3) Morning “Victory” Blueprint
- Each day begins with Luke logging into the CRM, setting three-five key wins, and mapping his schedule
- That simple ritual keeps him focused, accountable, and hitting targets without burning out.
4) Curiosity-Led Sales Calls
- Calls start with questions about a prospect’s pain points, matching their tone, then showing how INTENT91 solves it.
- This client-first approach turns conversations into conversions—and makes selling feel natural.
5) Automated Backend Funnels
- From instant text reminders to email sequences and calendar invites, every lead is nurtured - so Luke spends time closing, not chasing.
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