2023 Sales KPI’s To Love In Your Fitness Business
By Mary Laudati CEO of Mary Laudati Consulting and REX Roundtable Chair
Identifying and knowing the right marketing, membership, and PT sales KPI’s allow you to set achievable goals and track your team’s work production and productivity – PERIOD!
Key performance indicators, or KPIs are quantifiable benchmarks that indicate success and achieving a goal. KPIs vary based on your intended audience therefore executive KPIs will look very different then KPIs for your team members at the club level.
If KPI reporting is new to your club team, think in general terms with data that is readily attainable from your CRM.
This first step is to work with your CRM support team to design the reports your need! It is your business and you know what your need, so ensure your software delivers on those needs.
Behind the scenes, ensure you train your entire team to enter their qualified leads (live or work in the area) with complete information.
When it comes to KPIs, less is more, and therefore it’s vital to identify and track only the right marketing and sales KPIs and metrics for your club. Keep it simple and informative!
The REX Roundtables are a great source of learning from industry peers with proven results based on reporting and sharing KPI’s monthly. Reporting the right KPIs provides you with unique insights into your team’s performance, and help you identify training opportunities, pipeline issues, maximize profit, optimize your sales process, and daily sales tactics.
Here are some of the most popular REX Sales Leadership Roundtable KPIs:
- Number of New memberships sold
- Percentage of memberships sold to sales goal
- Percentage of net joins to goal (new joins – cancels = net joins)
- Percentage of monthly EFT revenue to goal
- Number of unique (new) leads by lead source
- Number of qualified new leads (opportunities) by lead source
- Percentage of qualified new leads (opportunities) that have completed a club visit, by lead source
- Closing percentage of new qualified leads (opportunities) by lead source
- Cost per lead and cost per member acquisition by lead source
- Number of sales generated from previous months leads
- Number of Alumni joins
- Number of member referral leads & the number of joins (for ex: 60 leads / 30 joins)
- Number of outbound sales calls (record calls for quality assurance and training)
- Number of inbound sales calls (record calls for quality assurance and training)
- New Member PT Sessions booked
- New Member PT Session Completed
- New Members converted to PT Clients
- Percentage of your membership on freeze
Establishing healthy KPIs will help you allocate a smart marketing spend and predict your future by archiving your past performances.
Evaluate your current marketing and sales reports and ask yourself if your team is prepared to understand how growth evolves and what it takes to succeed?
There is no better time to evaluate the WHY of your organization’s growth.
There is help…
Expedite your results by joining REX Roundtables and learn from industry peers in a non-competitive environment! REX Roundtables is available to club owners, club leaders and most recently industry suppliers. Learn and take away invaluable lessons on Leadership, Operations, Technology, Marketing, Sales, Retention plus so much more.
Mary is one of the leading experts in developing and training sales professionals and building multi-million dollar sales organizations. She has a rich history of working with industry innovators such as The Sports Club Company, Millennium Partners Sports Club Management (Sports Club/LA – Reebok Sports Club/NY), and The Sports Center at Chelsea Piers. Mary has unprecedented success building highly competitive platforms in the industry.
As the principal driver of national sales revenue for these organizations, Mary has created multi-million dollar, multi location organizations with world-class sales teams. Her style and approach to developing sales talent and building cohesive teams is unique among her peers. Her vibrant personality, style, and hands-on approach are what make Mary’s results consistently best in class.