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 maximises 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

Think beyond your open day:

Your 20-Week Launch Campaign

Think of your launch as a 20-week campaign - 8 weeks pre-launch and the first 12 weeks of operation. Opening Day is not the finish line; it is where the momentum you have built needs to continue and accelerate.

Pre-Launch Campaign: 8 week Campaign
Target Sales: 15–20+ Foundation Memberships per week
Conversion Goal: 30–40% of total VIP leads
Opening Goal: 150+ committed members

Opening with a strong membership base takes more than paid ads and social media. It requires a proactive, high-touch sales process from day one - fast lead response, consistent follow-up, strong relationship building and urgency at every stage.

Every interaction is an opportunity to build trust, demonstrate value and convert a lead into a long-term member. Know your numbers, track your activity and drive your team with confidence.

The first 8 weeks are about building your database, creating awareness, driving Foundation Membership sales and establishing your community. The first 12 weeks after opening are about maintaining that momentum, converting opportunities, generating new leads and delivering an exceptional member experience.

How you execute across these 20 weeks sets the tone for your business, shapes community perception and maximises early cash flow.

This is not about isolated sales sprints. It is about sustained momentum, where urgency meets consistency. Keep your foot on the gas from start to finish.

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Foundation Membership Sales Process

Once you have engaged the lead, built rapport and created urgency, the priority is to close the sale while you have them on the phone.

The preferred process is to send the Foundation Membership purchase link during the phone conversation and guide the lead through the purchase in real time.

This approach allows you to:

  • Build a stronger relationship with the lead.

  • Keep control of the sales process and maintain momentum.

  • Talk them through the membership and answer any questions immediately.

  • Ensure the correct Terms & Conditions are accepted.

  • Ensure the correct credit card and payment details are entered.

  • Confirm the purchase has been completed before ending the call.

  • Reduce the risk of the lead becoming distracted or failing to complete the purchase later.

Recommended Process

  1. Engage and qualify the lead over the phone.
    Build the relationship, understand what they are looking for and create urgency around securing their Foundation Membership.

  2. Confirm they are ready to proceed.
    For example:
    “Perfect, let’s get that secured for you now so you don’t miss out.”

  3. Send the purchase link while you are still on the phone.
    SMS the direct Foundation Membership purchase link and ask them to open it while you are speaking with them.

  4. Guide them through the purchase.
    Talk them through each step, including creating or confirming their profile, reviewing and accepting the Terms & Conditions, and entering their payment details.

  5. Confirm the purchase has been completed.
    Stay on the phone until the transaction has successfully processed and they have received confirmation.

  6. Update the CRM.
    Record the outcome of the call and any relevant notes or follow-up actions.

If You Cannot Reach the Lead

The priority should always be to make every reasonable attempt to connect with the lead by phone first.

Exhaust your Welcome Call attempts before relying on the purchase link alone.

If you are unable to connect after completing the required call attempts, send the Foundation Membership purchase link via SMS and/or email with clear instructions on how to complete their purchase.

For example:

“Hi [Name], I’ve tried to reach you regarding your Foundation Membership. Here is the link to secure your membership and complete your details: [LINK]. If you have any questions, please let me know and I’d be happy to talk you through it.”

Ensure the lead remains in your CRM follow-up process until the membership has been purchased or the lead has confirmed they are no longer interested.

The goal is not simply to send a link — the goal is to create the relationship, close the sale and guide the lead through the purchase wherever possible.

    • 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 

    • Ensure the correct version of the contract is used for the specific membership type.

    • 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. 

    • 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.

    • 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.

    • 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.

Ensure Terms and Conditions Are Signed and Confirmed from Day One.

It’s essential that every client accepts 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.

If the client purchases their membership using the Foundation Membership link:
The client will be automatically prompted to review and accept the TYG Terms and Conditions as part of the membership sign-up process. No additional action is required from the team.

If the membership sale is processed through POS on Mindbody:
The Terms and Conditions will not be automatically accepted through the Foundation Membership link process. You will therefore need to follow the steps below to ensure the client has completed and digitally signed or acknowledged the TYG Terms and Conditions before their membership is activated.

Follow these steps to confirm this process is completed effectively:

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

Build the relationship, create urgency, then send the purchase link while you have them on the phone and guide them through the process. This creates:

  • Higher conversion rates

  • Stronger trust and rapport

  • Faster commitment

  • Correct payment details

  • Acceptance of the required Terms & Conditions

  • Less friction and fewer incomplete purchases

If you cannot connect, exhaust your Welcome Call attempts first, then send the purchase link and continue to track and follow up with the lead until you receive an outcome.

Remember: speed, consistency, clarity and confidence drive results. Every lead matters. Create the relationship, make the process easy and maintain urgency until the sale is closed.

    • 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

  • 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.”

    • Are you hitting 15-20 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.

Timeline to Hit 200 & 250 Members

(Based on Post-Sale Growth)

200 members = Average breakeven

250 members = Average profit stage