04. MASTERING SALES
The Pre-Opening phase is your window of opportunity to establish your Foundation Membership Base. Having a high number of Foundation Members sets you up for long-term success by establishing strong cash flow and growth from day one.
How you manage your leads and guide them through the sales process will directly impact your initial success. A well-executed sales strategy is efficient, creates momentum and maximizes your conversion rate. Executing this well also sets the tone for your gym's approach & perception amongst your community.
"Sales are not about closing deals; they are about opening relationships."
— Carl, Head of Sales
Foundation Membership Sales Strategy: Start to Finish
Daily Execution + Sales Call Cadence
Campaign Duration: 8 - 12 weeks minimum
Target Sales: 15-20+ foundation memberships per week
Overall Conversion Goal: 30 - 40% of total VIP leads
Your Goal
To open with over 120 committed members, you need more than just paid ads or social media posts, you need a proactive, high-touch sales process that starts on day one and doesn’t let up until doors open and beyond.
Success is driven by how well you manage your leads, how fast you respond, and how consistently you maintain energy and urgency through every stage of the campaign. This sets the tone for your business, shapes community perception, and maximises early cash flow.
This campaign is not about isolated sprints. It’s about building sustained momentum over your Pre-Open campaign, where urgency meets consistency.
Every interaction is a chance to build trust, show value, and convert a lead into a founding member. Attack each day with a clear goal, track your numbers, and drive your team with confidence.
If you keep your foot on the gas from start to finish, you will open strong, with a loyal community and a business already thriving from day one.
Launch Sales Roadmap
Executing the Sale in Mindbody
Once you’ve engaged your lead and created urgency, the most important part is seamlessly closing the sale and capturing payment. Below are your two recommended approaches:
1. Link is live on the TYG App - Selling and Collecting Payment Details Over the Phone
Why this is recommended:
It creates direct personal connection and trust.
You control the process in real time. Rather than waiting for the lead to complete the link later, guide them through it while you have them engaged, confirm their details, and lock in the sale during the conversation.
You remove friction (the chance they’ll get distracted or forget).
It increases conversion rates significantly.
How to do it:
Confirm readiness with the prospect at the time you are making the sale:
“Perfect, I’ll lock that in for you right now so you don’t miss out.”When a prospect registers their interest on your TYG location website, a profile is automatically created into your Mindbody location: This allows you the capability to assign the necessary Foundation contracts to their profile on your backend of Mindbody.
Open Mindbody on your end:
Navigate to Point of Sale which is where your will find your contracts/services/products to attach to any clients profile. Click on contracts and toggle down to Select the correct foundation membership contracts.Enter payment details securely over the phone.
Process the sale and send confirmation:
“All done! You’ll see a confirmation email in a few minutes.”Set a follow-up reminder if needed in the CRM, to follow up and close the sale: This method is fast, smooth, and highly effective.
Aim to close 70–80% of warm leads on the spot by phone.
2. Alternative: Sending the Mindbody Purchase Link
If the prospect prefers to complete the purchase themselves or you’re unable to process over the phone, you can send them a direct link to buy, if your Franchise Manager has activated this membership in the backend for you.
How to do it:
Generate the purchase link to the specific foundation membership (in Mindbody: Home > Links > Purchase Links).
Send it immediately via SMS and email with clear instructions: “Here’s the link to secure your foundation membership. It will prompt you to create a profile and enter your payment details. This locks in your spot and the pre-opening rate.”
Confirm you will follow up: “I’ll check in later today to make sure you were able to get it set up.”
Track all sent links in your CRM so you know who still needs follow-up.
Tip: If you use this method, set a reminder to call them again within 24-48 hours if they haven’t completed their purchase.
3. Optional: Link Not Live on the TYG app - Selling and Collecting Payment Details Over the Phone
Some locations choose not to have the foundation membership link publicly available. This approach:
Creates and maintains exclusivity.
Means leads must engage with you directly to complete their purchase - this means you must adhere to your suggested daily sales call cadence.
Allows you to better control the sales process and answer questions in real time.
If you adopt this model:
Be clear in all messaging that foundation memberships are only available through direct contact.
Offer clients to come visit you at your location and sign their Terms & Conditions digitally in person
Ensure your team is ready to process sales immediately during every phone or in-person interaction.
Emphasise urgency and limited availability to maintain momentum.
Example sales language:
“These foundation memberships aren’t available online. I can get this locked in for you over the phone so you don’t miss out - are you ready to go ahead?”
Within this suggested practise, follow all steps in Step 1 above to ensure that once the contract has been sold by the TYG staff member via POS in Mindbody, the correct digital forms have been spoken to and the client is advised they need to sign their Terms & Conditions in the receipt email they receive on completion of the sale.
Ensure Terms and Conditions Are Signed and Confirmed from Day One.
It’s essential that every client completes and digitally signs or acknowledges the TYG Terms and Conditions before their membership is active on your Open Day. This ensures compliance, protects your business, and provides clarity for the client. Follow these steps to confirm this process is completed effectively:
Step 1: Verify Communication Opt-In
When attaching the contract in Mindbody POS on the client’s profile, confirm the client has opted in to receive communications by checking their Client Info on Mindbody
If the client has not opted in on the platform where their profile was created, they will not receive the automatic email prompting them to review and sign the Terms and Conditions.
Franchisees can manually check and update this setting in the client’s profile to ensure they are opted into communications.
Once confirmed, the initial Terms and Conditions email will send automatically from Mindbody, and the signed contract will sit on the client’s account within your Mindbody location.
*To track what auto-generated emails have been sent to each client, please go to: Contact Logs - Alert Type - System-generated auto emails
Step 2: Attach Contract to Client Profile in Mindbody
Ensure the correct version of the contract is used for the specific membership type.
Step 3: Auto-Reply Email Process
Once the contract is attached and you have attached their confirmed payment information, Mindbody automatically triggers an email with a secure link for the client to review and digitally accept.
This is the best practise for pre-sale memberships, as majority of sales are advised to be made over the phone. Links can be provided for sites who opt in to have these live on Mindbody and the tYG app however if clients have the link, they will be required to sign their Terms & Conditions regardless.
Step 4: Client Review & Digital Acceptance
Clients are required to review and sign the contract from any device from the automated email they receive from Mindbody.
A confirmation of signature or acknowledgement is stored on their profile automatically once accepted.
Step 5: Team Training & Testing
Ensure FOH and coaching staff are confident using the Mindbody Business App and aware of the Auto-Reply Email process.
Perform a test at your site using both the Business App and Auto-Reply Email workflow to ensure everything functions correctly.
Step 6: Monitor & Follow-Up
Regularly check client profiles to confirm Terms and Conditions are signed.
If a client hasn’t signed within the expected timeframe, follow up promptly to avoid delays in membership activation.
Tip: Always double-check the client’s communication opt-in status first — this is the most common reason a contract isn’t received automatically.
Send Client Forms Manually:
For clients who would like their Client Forms sent again, simply navigate to their Mindbody profile - Documents - Send Client Forms - Ticks Terms & Conditions - Submit
Best Practice Recommendation
Where possible, always prioritise Option 1: Selling and collecting payment over the phone.
This delivers:
Higher conversion rates
Faster commitment
More trust and rapport
If needed, use Option 2 as a backup, but ensure you track all sent links closely and follow up without delay.
Above all, remember: Speed, clarity, and confidence are what drive results. Whether you’re closing over the phone or sending a link, make it easy, positive, and urgent for your prospect to say yes.
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All contact attempts logged in ELEVATE CRM. CRM hygiene and consistent tracking are non-negotiable.
Leads should never sit in “uncontacted” or “unqualified” stages for longer than 24 hours.
Use columns to reflect action taken:
New Lead
Welcome Call Attempted 1
Welcome Call Attempted 2
Welcome Call Completed
Foundation Call Attempt 1
Foundation Call Attempt 2
Future Follow Up
Sold
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These should be embedded in daily calls, texts, and emails:
“We’ve had over 1000 people register interest - it’s been a huge response.”
“We’re offering early access to founding memberships. This pricing won’t return after Open Day.”
“Here’s the link to secure the foundation price. It will prompt you to complete a Mindbody profile, then proceed with payment. It takes the first week as a deposit—nothing else is charged until we open.”
“Once we go live, the price increases. Founding memberships are limited - we’re looking to sell out before the doors even open.”
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Are you hitting 10–15 sales this week?
Have all new leads been contacted within 24 hours?
Have follow-ups been completed for non-answered leads?
Is the CRM up-to-date and accurate with all notes in the profile?
Have we documented common objections and adjusted scripts accordingly?
Have referrals been requested from every new sign-up? E.g. “Is there anyone you’d like to bring with you? We’re still offering the foundation deal, but it won’t be around much longer.”
How to Attack Your Leads with Urgency
1. Speed Wins
The moment a new VIP lead enters your system, aim to make contact that same day. Prompt follow-up shows professionalism and genuine interest, and it greatly increases the likelihood of converting that lead into a member.
First impression = first conversion opportunity
Use SMS and phone calls to make direct contact. Don't rely on automation alone, automations within your CRM are great for support, but human connection is what closes sales.
2. Close from Day One
Don’t wait for a pipeline to build up before you start selling. Start closing memberships immediately. Early conversions build momentum, and confidence - both for your team and your prospects.
Use confident, simple sales language:
“We just dropped the location and the response has been huge. We’re offering early access to foundation memberships before prices go up. Do you want me to lock one in for you?”
Guide them through the steps clearly:
“Here’s the link to secure the foundation price - it will prompt you and request a deposit for your first week, and nothing else processes until the second week we open.”
3. Keep the Pressure On
Every week, the urgency must build, not fade. Talk about limited spots. Mention the upcoming price rise. Use social proof to show how many others are already jumping in.
“We’ve only got a limited number of foundation memberships left and they’re going fast.”
“We’re still in pre-sale so you’re getting the best deal possible, we have membership options that align with our progressive training blocks so you will seeing maximum progression.”
You are not just selling a membership, you are offering priority access to something people want to be part of before it's too late.
4. Re-engage and Follow Up Relentlessly
Not everyone will buy on the first contact, but that doesn’t mean they’re not interested. Track every conversation through the notes section within your CRM and schedule consistent follow-ups.
Use the CRM Pre-Sales pipeline to ensure no lead gets forgotten. If someone hasn’t replied, reframe the message. Try a new angle. Reignite their interest.
5. Use Referrals to Multiply Leads
Your first 20 - 30 foundation members are your best marketing tool. Once someone signs up, ask them directly:
“Is there anyone you’d like to bring with you? We’re still offering the foundation deal, but it won’t be around much longer.”
Run small referral competitions or giveaways to create word-of-mouth buzz. Keep it low-lift, high-impact.
6. Stay Visible, Consistent, and Confident
Every message, every post, every call contributes to the energy surrounding your launch. Keep showing up. Keep selling. Keep reminding your community that this is their chance to be part of something from the ground up.
Remember why guerrilla marketing and consistent outreach are so important for these touchpoints. Research shows it can take up to seven interactions before someone remembers your brand and decides to act. Make each of those touchpoints count.
Explaining RIG and TURF to Prospects
When you’re walking someone through what makes THE YARD GYM different, here’s exactly how to describe the RIG and TURF zones in a way that’s easy to understand:
RIG: RIG is our strength program that provides a well-rounded strength training experience. It focuses on fundamental compound lifts, functional bodybuilding movements, unilateral work, and core stability exercises aimed at building muscle, increasing strength, and improving overall physical performance.
TURF: TURF is our conditioning program designed to enhance aerobic fitness through combining the use of erg equipment, functional dumbbell and kettlebell exercises, body-weight movements, and running. This workout not only challenges clients physically but pushes their limits mentally.
This layout allows both zones to run simultaneously side by side, giving clients the flexibility to choose between TURF or RIG, based on their specific training needs.
How They Work Together
The two zones are purposefully programmed together to create a balanced training week. The programming is structured with Monday and Tuesday sharing the same sessions, Wednesday and Thursday offering the same sessions, and Friday, Saturday, and Sunday each featuring unique, standalone sessions. This balanced approach ensures that clients can tailor their workouts to their needs while benefiting from a cohesive training experience across both zones.
Why This Matters: When you take time to explain what RIG and TURF are, you:
Build trust that you’re not “just another gym.”
Help people visualise themselves training in your space.
Show the value and thought behind The Yard Gym programming.
Make it easier for them to commit, because they feel informed.
Pro Tip: Before you move to payment, always pause to ask:
“Does that sound like the kind of training experience you’re looking for?”
This small question shows you care about the client, not just the sale and helps you handle any questions or hesitations before you close.
