What You Should Be Tracking In Your Gym Sales Reporting

What You Should Be Tracking In Your Gym Sales Reporting

How many times have you read a report and then two seconds later, asked yourself what information did you just read? It’s crucial that reporting for your business is simple, focuses on key metrics and is easy to access.

Remember, one of the primary reasons for reporting is to determine current performance and identify areas of opportunity as well as success. 

Here are some of the key metrics we recommend looking at daily to help drive your business forward.

Number of leads

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

Number of new members/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, it’s time to review your sales process or check-in to ensure it’s being followed accurately. 

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. It’s also worthwhile being able to track your close rates on an individual team member basis, as well as overall for the business. 

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.


Here are the key points you should be looking for when reporting for your fitness business.

    • Keep your gym sales reporting simple.
    • Add more metrics as you grow your business.
    • Only measure things that matter – you should always be able 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.

One Reply to “What You Should Be Tracking In Your Gym Sales Reporting”

Comments are closed.
%d bloggers like this: