Lead
John Preston
Baseline Digital Marketing
Marketing that tries to speak to everyone doesn’t resonate with anyone.
- Audit before you advertise
- Respond inside five minutes
- Know your lifetime value
Free playbook · Gyms · Health clubs · Padel
Lead.Convert.Retain.
How to attract the right members, help them say yes, and keep them for longer — with 30 practical tips you can use tomorrow.
- 10 lead generation tips from John Preston, Baseline Digital Marketing
- 10 sales conversion tips from Keith Small, Your Success
- 10 member retention tips from Guy Griffiths, GGFit
- A simple plan for where to start in your own club
Written by three specialists who work on the same clubs, from the Lead Convert Retain workshop and video series.
Free PDF download
The Joined-Up Growth Playbook
Inside the playbook
Three experts. One joined-up system.
Most clubs treat marketing, sales and retention as three separate jobs, and the whole thing leaks. This playbook joins them up.
Convert
Keith Small
Your Success
People love to buy. They don’t like being sold to.
- Adopt the doctor mindset
- Give the enquiry form a purpose
- Treat uncertainty as missing information
Retain
Guy Griffiths
GGFit
Retention is talking to the right people, in the right way, at the right time.
- Track Active Member %
- Aim for four visits in month one
- Chase absentees like hot leads
Why joined-up matters
It’s not a funnel. It’s a loop.
Better leads make selling easier. A better joining experience sets members up to stay. Members who stay refer their friends — the best leads you will ever get. Get one stage right and it lifts the next.
- Brand & message — persona-led, benefit-led, consistent
- Attract — campaigns that speak to one person’s problem
- Respond — inside five minutes, then keep nurturing
- Convert — a conversation, not a presentation
- Refer — ask at joining, and keep asking
- Retain — the first month, active members, absentees
- Reactivate — learn from leavers; ex-members come back
The one idea that runs through all three
The right message, to the right person, at the right time.
Questions
Before you download
Is the playbook really free?
Yes. Enter your name and email and you can download it straight away. We’ll also email you a copy.
Who is it for?
Owners, general managers and marketing, sales and membership teams at gyms, health clubs, leisure centres and padel clubs.
Will you email me afterwards?
We’ll send occasional practical marketing tips for gyms, leisure clubs and padel. Every email has an unsubscribe link, and we never share your details.
Can you help us put it into practice?
That’s what Baseline does. After you’ve read it, you can book a free strategy call and we’ll look at your club together.
Ready to join up your growth?
Get the free playbook, then book a no-obligation call if you’d like help putting it to work in your club.