What You Should Be Tracking In Your Gym Sales Reporting

What You Should Be Tracking In Your Gym Sales Reporting

It is so important that you keep your gym’s sales reporting simple. Don’t measure things for the sake of measuring things, but measure the key things that move the needle.

Remember that the main reason why you track different metrics is to understand what’s working and what needs improvement.

Here are the key metrics we recommend starting with.

Number of leads

This is the number of people who have expressed an interest in joining your gym, whether that’s through Facebook Lead ads or your website form. You want this number to be increasing. If it’s decreasing, review your marketing channels.

Number of new customers

This is the number of leads who have converted into paying members of your gym. You want this number to be increasing. If it’s decreasing, review your sales process.

Close rate

This is how successful your sales team is at converting your leads into customers. This close rate is calculated dividing the number of new customers by the number of leads, expressed as a percentage.

Example: Last month, you had 20 leads and 15 of them became customers. That means you have a 75% close rate.

You want your close rate to be as high as possible. You can also track close rates by team member.

Conversion rate at each step of the sales process

This is how successful your sales team is at getting your leads to take the next step in your sales process. It’s important to track conversion rates at each step so you can identify where you need to improve in your sales process.

Conversion rates are calculated using the same formula as close rates, and expressed as a percentage.

Example: Let’s say you call all your marketing leads to get them to come in for a tour. Last month, you had 100 marketing leads and 70 came in for a tour. That’s a 70% conversion rate for that step of the sales process.

You will want conversation rates for each step, and for the sales process as a whole i.e. how many leads turned into customers.

Time taken to close

This is the average length of time it takes for your sales team to convert a lead into a customer. You want this to be as short as possible, so you can convert your leads while they are interested and engaged.

You can improve this metric by reviewing your sales process to see how you can streamline it, and by using sales automation tools like GymLeads.

Summary

  • Keep your gym sales reporting simple.
  • Add more metrics as you grow your business.
  • Only measure things that matter – you should be always to easily answer why you track each metric.
  • Keep your reporting period consistent (e.g. every week, last month).
  • Key gym sales metrics to start with:
    • Number of leads
    • Number of new customers
    • Close rate
    • Conversion rates
    • Time taken to close


If you’re sick of using spreadsheets and manually crunching sales numbers, automate your gym sales reporting using Gymleads. Book a demo today.

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