Member Experience

Convert More Leads: Applying The Science of Human Relationships

Understanding human relationships can be pivotal to your gym's sales and member retention. Here, we look at the Initiating Phase to increase gym lead conversion.

Dan Uyemura
September 7, 2022
Convert More Leads: Applying The Science of Human Relationships
Understanding the first phase of human relationships - the Initiating Phase - can greatly benefit your sales, marketing & gym lead conversion processes.

Understanding how human relationships work can be beneficial in many areas of life, including gym lead conversion. In a previous post, I outlined how to win more gym member referrals by understanding the five stages of human relationships.

Each of these stages have unique needs which need to be met in order for the relationship to proceed. Bonk on any of these stages and guess what happens? The relationship naturally starts degrading.

In this blog post, we will focus on the first phase of human relationships and how it applies to sales and marketing processes at your gym or studio.

Initiating Phase - Pre-Marketing and Marketing

As a person begins to form relationships, they make decisions based on what has happened in the past and how that affects their expectations for future interactions.

These signals are created from a stream of information we collect during the Initiating Phase.

During the Initiating Phase, your lead will utilize a multitude of channels to collect information about your fitness business.

Your website, blog, social media posts, tips from your coaches, member reviews and online ratings, feedback from friends and more... These are all ways your potential gym members will begin to understand who you are and how you can help them.

Why Gyms Must Constantly Speak To Their Market

If you want a higher gym lead conversion rate, you must consistently craft strategic messages about your business.

Carefully curating this stream of information and its constant visibility does two things:

  1. It gives leads enough data and signals about your business to start forming an impression. The modern world is a noisy space and it’s easy for your message to get lost if you’re not intentionally consistent.
  2. It ensures the data your leads are getting properly reflects the business, service and values you represent.

Remember, whether someone realizes it or not, the Initiating Phase is happening anytime someone is consuming your content but has not yet formed a relationship with you.

Constant Communication

For your fitness business, it’s imperative that you build a process for the creation, relevance and consistency of your content.

Many gym software management companies offer frameworks to help, but if the execution seems complex or overwhelming, my suggestion is to start simple. Even if it’s one blog post per week that you turn that into a social media post or two. Make sure to set a goal you know you can accomplish and you can always expand your plan later.

Curated Communication

It’s essential that your marketing makes your prospective members feel like they can relate to the content they’re consuming.

Factors that lead to relatability - and ultimately gym lead conversion - include:

  • When looking at the featured person: Does this person look like me? Are we the same age? Can I see any of my personal beliefs or traits in this person?
  • When examining the exposed problem: Do I feel this same pain?
  • When envisioning the results achieved: Does this solve my pain point(s)?

Define Your Perfect Client

As you can see, the curation of communication revolves around understanding your perfect gym member.

We’ve found that the foundation for all marketing communication starts here:

“Who is my perfect client, and what do they look like and see themselves as? What are their pain points? What solutions do they believe they can attain, and what does their life look like when they do?”

The answers to these questions form the basis of your marketing messages and generally result in higher gym lead conversion.


Connecting the basic tenants of marketing to the framework of human relationships packs a powerful punch.

Potential leads are collecting data about you at all times. Make sure they can find it easily and relate to it fully. Be empathetic towards their pain points, showcasing what success looks like, and make sure all of your content mirrors your intended audience.

Building strong relationships with inevitable growth allows you to attract more people into your fitness business, achieve higher client conversion rates and enjoy lasting relationships with them for the future success of your gym.

Dan Uyemura

Dan Uyemura built his first gym in 2008. Since then he's built and sold a couple of gyms. In 2011 Dan decided to help gym owners run more stable, profitable businesses.

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