F45 Performance Manual V2

PERFORMANCE
F45 TRAINING
MANUAL
2021
1
CONTENTS
FOREWORD 3
WHAT IS F45? 4
GETTING SET UP 5
A. MINDBODY 5
B. LOYALSNAP 5
C. DAILY OPERATING TASKS 6
MEMBERSHIP SALES PLANNING 10
A. F45’S UNIQUE VALUE PROPOSITION 10
B. WHO IS YOUR IDEAL CLIENT? 11
C. CREATING YOUR POWER STATEMENT 12
D. MARKET RESEARCH 13
PERFORMANCE E. ESTABLISHING YOUR IDEAL PRICE POINT

F. BUYING PERSONAS
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MANUAL THE SALES PROCESS

A. LEAD FUNNEL
19
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B. CONTACTING YOUR LEAD 22
C. STUDIO TOUR 27
D. THE DISCOVERY 32
E. PRICE PRESENTING 43
F. OVERCOMING OBJECTIONS 45
G. CAPTURING REFERRALS 50
EXPERIENCE 56
MEMBER RETENTION 59
A. MEMBER RETENTION CALENDAR 59
B. MILESTONE RECOGNITION 61
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THE CHALLENGE 62
FOREWORD
What is This Document?
This Performance and Sales Manual provides you with the guidance
necessary to run an efficient F45 studio. Over the course of this manual, you
will learn how to set your business up for success through proper market
research and planning, by managing leads, by engaging with potential
members, by delivering the unique value proposition of F45 Training, and
most importantly, by securing memberships.
Updates to this document
This document will be updated from time to time, and franchisees will be
notified when a new version is released. We encourage you to carefully review
this document each time it is revised in order to keep up with best practices.
Confidentiality
This manual is provided to the franchisee and is a confidential document.

You are required to keep it confidential except where the law requires
disclosure of this manual, in which circumstances you must also immediately
notify legal@f45hq.com of the proposed disclosure. All the information in
this document is protected by copyright laws. It is not to be reproduced in
whole or in part without the prior written consent of F45.
Copyright
This manual is on loan to the franchisee and is the property of F45 Group. It
is on loan for the term of the Agreement. Any reproduction of this manual
is not possible without the prior written approval of F45. If your business
finishes, you must return this manual, along with any amendments, to F45. 3
WHAT IS F45?
Born in Australia, F45 Training is one of the fastest growing fitness franchise
networks in the world. We offer our loyal community a highly-immersive,
team-based fitness experience that is engaging, innovative, and gets
results. Our program is designed to be easily adaptable to evolving fitness
trends and to meet the modern consumer’s need for workouts that are
time efficient, results-based and community-oriented.
The “F” stands for Functional, and “45” comes from the fact that members
can get a complete, full-body workout in and reach their daily fitness goals
in just 45 minutes per day.
F45 Training’s workouts are a combination of high-intensity interval

training (HIIT), circuit training and functional training, movements that are
directly derived from movements in our day-to-day lives. Our exercises
are functional movements, our timing formats are high-intensity interval
training, and our room layouts and rotations are circuit-style training.
The fusion of these three training concepts has led to the development of over
45 different 45-minute workout experiences, with more in development by
our F45 Athletics Department. This combination of interval, cardiovascular,
and strength training is an effective workout method for burning fat and
building lean muscle. The variation of our workout programming also keeps
our members challenged, eager to grow, and always ready to have fun.
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GETTING SET UP
Before you can begin your pre-open marketing and start selling your foundation memberships, you will need to set up your Customer Relationship
Management software, or “CRM.”
A. Mindbody
Your primary CRM platform will be Mindbody. Mindbody is the system you use for accepting payments from clients and scheduling their classes. You
will use this software to capture all current member and potential member information, as well as to process all payments. To set up your Mindbody
CRM, please copy the link below and paste this into your browser. This will direct you to a form to fill in which will be sent directly to Mindbody. Once
you have filled out the form, Mindbody Online (MBO) will set up an onboarding call with you to walk you through the platform.
https://forms.office.com/Pages/ResponsePage.aspx?id=Nf4tT4QYSkK40Hxp_899ksXazmLRIExGvaVTrB0aR_
BURDc0MlZaRDIxVFFTU1pWQVRQVkxVVFY2QyQlQCN0PWcu
Please kindly note that once you have been set up as a new location with MBO, you will begin paying their fees. We typically recommend having this set
up right before you are about to start your marketing campaign.’
B. Loyalsnap
In order to implement a successful sales process, you must track and record each touch-point with each lead. Loyalsnap is the F45 approved and
recommended lead management and tracking system. Loyalsnap helps track the status of your leads and your members, automatically follows up
with them according to their own behavior, and prompts you to personally reach out to them at the right time. Loyalsnap allows you to house all of the
information about your current members and leads in one place. This will ensure that any member of your team can easily track your team’s sales and
retention process at any time with ease. To set up your Loyalsnap CRM, email f45training@loyalsnap.com.
It is extremely important that your whole team is fully trained and able to use all CRM systems prior to beginning your studio’s membership sales
journey. Once you have your CRM systems in place, you have trained your entire team on how these systems work, and you have started your marketing
package, you will start to generate leads. These are your potential members. These individuals have taken the first step towards becoming a member
of your studio by inquiring about more information (claiming the trial). Now it’s your job to earn their business.
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GETTING SET UP
C. Daily Operating Tasks
There are several key tasks that you will need to make sure to execute in the day-to-day operations of your business. These tasks are focused on the two
key components of your business: new member acquisition and member retention.
It’s best to delegate these tasks amongst your team members in a manner that will ensure high levels of productivity and execution. As you will come to
realize, there are specific times in the day that are optimal for the completion of these tasks. This will depend on your target market, best connectivity
times within your market, and how you choose to staff your studio. Below is a list of suggested tasks that will occur in the day-to-day operations of your
studio.
Daily Sales Training
Sales training, or “role playing,” will be an essential part of the continued growth and success of your studio. It is highly recommended that you spend
a minimum of thirty minutes per day working with your team to ensure they are always sharp and prepared. Continued professional development will
only increase the engagement of your team and the experience of your potential and active members. Some key points to focus on during these sales
trainings include, but are not limited to:
• Telephone inquiries
• Studio tours
• Post-class discussions
• Planning sessions
• Membership price presentations
• Overcoming objections
• Capturing referrals
These points will be explained in further detail throughout this manual.
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GETTING SET UP
Previous Day Trial Review
Review your schedule for the previous day to ensure that all scheduled trial members were checked into class, scheduled for the remainder of their
trial, and given a proper experience that aligns with what phase of the trial each potential member is on. This process will be explained in further detail
as you continue through this manual.
• First Visits: Are these potential members booked into a workout for the duration of their trial? Was a First Visit Checklist executed for
each potential member?
• Second Visits: Did you provide these members with a complimentary InBody scan and schedule a planning session in order to break
down their goals?
• Third Visits: Did you present these potential members with the various membership options? If not, why? If so, what was the result?
Contact New Leads
Throughout this manual, you will learn that it is best to contact a lead as quickly as possible, and preferably within the first 5 minutes of that lead
populating into your database. However, this won’t always be possible. It’s important that you designate a specific time that you or a team member will
contact all new leads that come in overnight, or within the last 48 hours (if these leads were received over a weekend ). It is also important to ensure
that you or your team member is clearing the appropriate dashboard columns in Loyalsnap, as well as putting appropriate notes into Loyalsnap and/or
Mindbody while making these calls.
Contact All No-Shows
Contacting your no-shows and cancellations, whether they are a “trial member” or an “active paying member,” is key in customer service. Ensure that
you or your staff are executing this on a daily basis. We suggest that you do this twice per day, once after your morning sessions and then again at
the end of the day. The goal here should be to touch base with these individuals on a personal level, to ensure that everything is okay, to get them
rescheduled for their next session, and if they are already scheduled, to confirm they are still planning to attend their scheduled session.
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GETTING SET UP
Contact Existing Leads
It’s very important to contact new leads, but it’s equally important to have a designated time for you or your team to reach out to leads that have been
created in the last 30 days. It is also important to ensure that you are clearing this column and taking appropriate notes in Loyalsnap.
Low Usage Report
For some members, it might be difficult for them to stay motivated and focused on achieving their goals. When this happens, they may skip workouts
or reduce the amount of sessions they are participating in throughout the week. Checking in and holding your members accountable to their goals
will provide the encouragement and motivation they need to succeed. A large part of encouraging your members to stay motivated and focused on
achieving their goals is ensuring that your members are attending F45 workouts regularly. Any members who are not attending workouts at least once
per week are likely to cancel their membership in the near future. To avoid this as much as possible, you or a team member will need to check the “Last
Visit Report” in MindBody to identify who these members are. Once you have identified these members, you or a member of your team should reach
out to these members directly to attempt to schedule them into a class, and also to discuss the progress they are making towards achieving their goals.
To access this “Last Visit Report”in MindBody, please follow the steps below.
Access Mindbody > Reports > Clients > Last Visit

Apply the following filter: trials > 2 or fewer visits in the last 14 days
New Member Check-Ins
Making sure that you have a delegated time in your day to touch base with all new members from the last three to six months will be imperative in
maintaining a low attrition rate. Most member cancellations happen within the first 3 to 6 months of a new membership. Regular check-ins, offering
reassessments, and holding your members accountable to their specific goals will help in combating cancellations as much as possible. You will be able
to download your new member report from Mindbody using the following sequence:
Access Mindbody > Reports > Clients > New Members

Apply appropriate filters to identify the members that fall into this category
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GETTING SET UP
Social Media Management
Social media is a major component of your business in regards to both new member acquisition and member retention. You want to make sure that
you have a delegated time in the day to complete some or all of the following components:
• Social media posting

• Reaching out to all new followers to invite them to the studio
• Responding to all direct messages
• Posting in your members-only social media groups (Facebook)
B2B Marketing/Corporate Partnerships
Establishing and nurturing business-to-business relationships through local businesses in your community, as well as establishing corporate partnerships,
will be one of the best ways to grow your business. It’s very important that you allocate time during the day to focus on fostering these relationships.
Confirmation Calls
Confirmation Calls play a pivotal role in ensuring you maintain a high show rate with your trial members. Many people have a hard time committing to
a new program, or they may simply forget. Having a designated time in the day for you or your team to reach out to each trial member (scheduled for
the following day) will help increase the chance that these potential members will show up to their scheduled class.
Close Out
Having a designated time at the end of each day for you or your staff to set up for the next day, will play a key role in the success of your studio. During
this time, you or your appointed staff member should consolidate all information around new and existing trials for the next day, schedule scans, and
finish all tasks relevant to the team for the coming day. It is very important to maintain a high level of communication between you and your entire
team. This is particularly important with regards to each and every trial member and active member. Make sure that all of your staff members are aware
of what is expected of them, so that you can ensure that you are providing the best experience for every single member.
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MEMBERSHIP SALES PLANNING
A. F45’s Unique Value Proposition
There are 3 key principles which are vital to establishing your F45 studio’s
unique value proposition.
Principle 1 - Absolute belief in the product/service
It is much easier to sell a product/service that you not only believe in, but
that you also use or participate in. It is vital that you participate in as many
F45 workouts as possible and truly believe in why F45 is one of the leaders
in the fitness industry.
Principle 2 - Understand the market
Understanding what your competition is offering to the public is key for

differentiating yourself in the market. Mystery shopping is a great tool to
use when you are thinking about opening a new studio. A few examples
of competitors in the fitness industry that you may have in your region are
Orangetheory, Barry’s Bootcamp, SoulCycle, and big-box gyms.
Principle 3 - Charge a premium price
One of the most difficult aspects of becoming a great brand is understanding

that your product/ service is so life-changing that it requires a premium
price in the marketplace. F45’s services are so innovative in the marketplace
that we are justified in charging a premium price. It is the main reason we
should be priced 15-20% higher than your nearest competitor.
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B. Who is Your Ideal Client?
Your ideal client is not the same in every region of the world, so it’s important that you establish your target audience. There are many variables to
consider when defining your target audience, with age, gender, and socioeconomic status being key.
Here at F45, we have always prided ourselves on the fact that we cater to members from all walks of life, ability levels, and fitness backgrounds. With
that being said, it is important that you understand who your specific target audience is. In order to narrow down and determine who your target
market is, it’s important that you do the appropriate research.
Here are some suggestions for factors you may want to consider:
1. What is the gender ratio in your territory?

2. What is the average age of the people in your territory?
3. What is the median household income in your territory?
4. What are the heavy traffic times in your territory?
5. Does your territory consist of single professionals or families?
6. Are you located in a metropolitan or suburban area?
Additionally, all of the following factors should play a key role in every component of your business:
1. Establishing Pricing Structure

2. Marketing Efforts
3. Power Statements and Scripts
4. Business-to-Business Relationships
5. Hosting Member Events
6. Class Schedule
7. Staff
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Our ability to develop a strong sense of community is one of the key elements that has led to F45 Training’s success, and has ultimately separated us
from the competition. It is imperative that you start this journey with that in mind. Your members join for the workout program, but stay because of
the relationships they develop.
C. Creating Your Power Statement
A “Power Statement” is how you explain our program to your leads and potential members. The goal is to provide your leads and potential members
with a strong, detailed explanation of what F45 Training is. Your Power Statement should provide a high-level explanation of the program and get them
excited at the same time. Every team member should know what your Power Statement is and be able to recite it at any time. This will create message
consistency inside your studio, as well as provide you with peace of mind knowing that all of your team members are giving a proper depiction of what
F45 Training is.
When creating your studio’s Power Statement, there are a few key items to consider:
1. Explain 1-on-1 training in a group environment

2. Establish who your ideal client is
3. Explain how F45 will meet the needs of your ideal client
Having a clear understanding of these three things will make developing your Power Statement easier, as you will be creating your Power Statement
to appeal to your target member. It’s also important to keep in mind that there are certain things about F45 Training that might appeal to a younger
member, but may not appeal to an older member. This is why catering these statements to the person you are speaking with is imperative.
Here is an example of a Power Statement for your reference:
“F45 is one of the fastest-growing fitness concepts in the world that boasts innovation through our in-studio technology and app, motivation through
our nationally certified trainers and dedicated members, and results through our variety of workouts and the global F45 Challenge. Our classes take
only 45 minutes of your day, which means that you can complete the most effective workout in a short amount of time and get on with your day.
F45 is for anyone and everyone, no matter what fitness background you come from. Our trainers will keep you motivated through every session and
accountable to your own personal fitness goals. So, what’s holding you back from getting into our studio?” 12
Understanding who your target client is, what your core offerings are, and what F45 is all about will increase your ability to build the appropriate value
proposition for each specific lead. This will help to maintain your current member base and lead to more membership sales.
D. Market Research
We operate within an incredibly competitive industry, so it is important to prepare yourself when members question you in relation to other players
within the market. It is imperative for your team to have a good understanding of the successful competitors in your local marketplace that cater to
different individual needs, including how they operate, what workouts they do, and how they differ from F45. While every locality is different, we have
listed below the main categories of key players you might have within your territory:
Boutique Fitness Studios
Other boutique fitness studios offer 45 minutes to 1 hour full body workouts, focusing on strength, endurance, power and cardio using various
different methods such as heart rate-based interval training, HIIT training and pieces of equipment that feature in each workout such as treadmills,
rowers and weights.
F45 workouts are not so heavily reliant on the same equipment. Our workouts use different combinations of equipment in each workout, almost
never repeating the same workout twice. We include compound movements, which target different muscle groups at the same time, giving a more
effective workout. Our variety of equipment and library of over 3,500 exercises means your body will be challenged in each workout and results will be
accelerated. Our exercises can also be modified for members who suffer from injuries and cannot use the rower or treadmill.
Big-Box Gyms
Big-box gyms focus on individualized training and group classes, but do not provide the personalized service and community that F45 garners. The
accountability of having a trainer within each of our sessions to guide members through each exercise allows members to achieve results sooner and
experience the positive community that each F45 fosters. Our key point for all team members to understand is that F45 holds itself to be the leader
within the boutique fitness market and does not warrant comparison to others. When members raise these competitor questions, use this opportunity
to reiterate and drive your Power Statement forward, as this is what sets us apart.
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E. Establishing Your Ideal Price Point
Make sure that your price point is at a premium level and never reduce your pricing. Ensure that you stay focused and pay attention to member
experience to provide value for your premium pricing.
The F45 Training program is a premium product in the marketplace. It is important that studios do not undervalue those services by selling memberships
at heavily discounted rates, as this may devalue the F45 brand.
There are several different components to take into consideration when establishing your pricing and identifying your target market. A few key steps
to follow are:
1. Identify a minimum of five boutique fitness studios within 10 miles (or 15km) of your proposed location.
2. Identify at least three services they offer, including pricing.
3. Identify any and all current F45 studios within 15 miles of your proposed location.
4. Identify five corporate businesses within 5-7 miles of your studio that you could potentially partner with.
5. Determine what the population density is per mile within five miles of your proposed location.
6. Determine what the average household income is in the city of your proposed location.
Setting Your Pricing
All of these specific items should be taken into account when setting pricing for your studio. A suggested starting point would be to find the average
unlimited monthly cost of your competitors, then increasing this price by 15% to 20%. This reflects the premium quality of F45 and is a starting point
to build out the rest of your membership options.
Another important factor to take into consideration is your neighboring F45 studios. Aligning your pricing and membership options with your fellow
F45 neighbors is exceptionally important to maintain brand consistency and brand strength within the market. This will also ensure that you develop a
strong working relationship with your fellow F45 studios.
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Once that price is established, you can easily establish your other membership options. For example,
Operational Pricing (Example Only)
• Unlimited Month-to-Month Membership - $66 per week

• 6-Month Membership - $60.00 per week
• 12-Month Membership - $55 per week
• 10-Class Pack - $299
Keep your options simple.
Pre-sale Pricing (Example Only)
• Tier 1 Foundation Membership - $52.80 per week (20% less than your Unlimited Month-to-Month Membership)
F. Buying Personas
Understanding buying personas can be the difference between increasing your closing percentage and your overall membership base. The question is,
what is a buyer persona? It is typically a general characterization of your ideal member for your business. Understanding these personas can shape the
way you market to prospective members and ultimately help in the following 4 ways:
1. Improve your communication with prospective members

2. Craft better marketing messages
3. Understand potential members’ behaviors and tendencies
4. Retain more members
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There are a few steps that can be used when creating your various personas. These include:
Understanding Demographics
Identifying your demographic is important when you are developing content for your website, email, newsletters, social media etc. The greater the
specificity, the greater and more detailed you can be when marketing. Understanding your community better will help you be more consistent with
customers. These are some of the demographics you want to identify when creating a buyers persona:
• Age
• Gender
• Marital Status
• Occupation
• Location
All of the above listed points will play a key role in not only creating your target market’s buying personas, but also the manner in which you position
your marketing efforts. The key here is to identify the wants and needs of your desired member base and emphasize these points in order to catch the
attention of your target audience. This will result in more leads, which ultimately leads to more members.
Goals
If you do not identify a person’s goals, then it is hard to build value in your product/service. Identifying goals also allows you to create more relevant
programs/membership options. Understanding the reason why someone would want to become a member is crucial, so incorporating this into the
persona is one of the most critical aspects to include.
For example, a potential member telling you that they want to be more active to be a positive role model for their family speaks volumes over just
wanting to lose 20lbs. Understanding the personal reasons regarding why a potential member is interested in joining your studio will allow you to speak
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specifically to their wants, needs, and motivations.
Below are a few examples of buying personas you might expect to see in your studio:
The Busy Mother
The average busy mother is most commonly an individual who is used to living her day-to-day life by what’s written in her schedule. Rarely does
this individual prioritize her needs over others and will oftentimes feel guilty if she spends time doing things that are benefiting herself and not her
family. With this type of individual, we recommend that you highlight the flexibility of the class scheduling that you provide. It will also be important
to emphasize the long-term benefits to her family.
Healthy living is a lifestyle change, and by making her health and wellness a priority, this will roll over into family life and instill positive habits in the
children. The planning session (second visit) will be a pivotal point in the trial process for this type of individual. You can create a time-conscious and
realistic plan that allows for managing personal goals, as well as maintaining daily obligations to her family. This will give the individual the confidence
needed to take the steps towards purchasing a membership.
The First-Timer
Many of your potential members will be making the courageous step of coming into a fitness facility for the first time, or their first time in a very
long time. It is likely that these individuals will be overweight or have some underlying health issues. This is likely to create a large amount of anxiety
around visiting a fitness center or studio. It is important to consider the courage it took for this individual to take this initial step of entering the
studio in the first place.
With this type of individual, we recommend you take your time in showing them around the studio, creating an emphasis on the supportive
community, as well as demonstrating the scalability your team is able to provide through having two nationally-accredited certified personal trainers
in each workout. It will be important to put a heavy focus on the post-class discussion (first visit) to truly understand not only the specific goals, but
the underlying motivation to create change. You will use this information to remind your potential member of why they are here in the first place, as
well as to motivate them in taking steps toward a better life.
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The Busy Business Person
In areas such as city centers or metropolitan areas, a large majority of potential members will be individuals that are in the area for work. It’s
important to understand that these individuals are short on time and are typically looking for the maximum return on their investment. When
speaking with these personas, it would be best to emphasize the comprehensive programming, designed to maximize each and every workout
through functional movement.
The efficiency of our 45-minute programming is designed to maximize results without wasting time. Along with this, members gain access to our at-
home workout library via the F45 Challenge App, showing how we can meet the needs of even the busiest of individuals. Whether that be in a studio
or on the road, an F45 membership will have these individuals covered.
The Athlete
The athlete persona is highly competitive and is always looking for new ways to challenge themselves and gain the competitive edge. This type of
individual usually seeks to have a high level of functionality, strength, power, agility and conditioning. It would be important for this individual to have
the ability to do high-intensity workouts on a regular basis.
Thus, the highlight should be that F45 programming is scientifically-based, enabling our athletes to push themselves to their maximum capacity for
every workout. The ability for the athlete to consistently challenge themselves is a key selling point as opposed to traditional strength training and
steady state cardio. Additionally, other key points to emphasize would be the F45 Challenge and F45 Playoffs.
Final Note
Having the ability to deeply identify with each of these buying personas will have the most impact on creating personal relationships and developing
the necessary connection to convert and retain your members.
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THE SALES PROCESS
A. Lead Funnel
Where to Find Your Leads
Leads will funnel into various channels, such as Playbook, Mindbody /

Glofox, your CRM software, Instagram / Facebook, email, phone call, and
text messages.
1. Playbook
Members > Leads
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THE SALES PROCESS
2. Mindbody
Advanced search (upper left-hand corner of your MB site) > enter profile
creation date > Search
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THE SALES PROCESS
3. Glofox
Manage > Leads
4. Loyalsnap
Leads received today / yesterday
5. Instagram / Facebook
Follow your followers, direct message those who like your post or engage with your stories to ensure they could be a potential lead for your studio.
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THE SALES PROCESS
B. Contacting Your Lead
Engaging with leads or potential members should be a key focus, as the manner and approach you take in managing this process will be pivotal to the
success of your F45 studio. In this section, you will learn best practices for managing and engaging with leads.
First Contact
When an inquiry (lead) comes in, the goal is to make contact within the first five minutes. If you are unable to do so, it’s important to make contact as
soon as possible, and always within the first 24 hours of receiving your lead information. After the first 24 hours, the probability of getting that lead in
the studio reduces by about half. After 48 hours, the probability reduces significantly.
When contacting a new lead, BE PREPARED. First impressions count, and this is your chance to sell yourself and the amazing product that F45 is. Be
energetic and inquisitive. Your goal here should be to discover what their needs are, and paint the picture of how F45 can provide the solution. By
asking guided and meaningful questions, you will very likely be able to get the individual to open up and start sharing their personal information with
you.
MOST IMPORTANT - Schedule your lead’s first class and outline what to expect. It is important to do this on the same day or within the first 24 hours.
This will ensure that you have the best chance of the lead showing up to their first classes. The show rate is very high when a lead books within 24 hours.
After 48 hours, the show rate reduces to about half, and after 72 hours, the show rate reduces to even less.
Once you have scheduled your potential member into a trial, it’s important that you outline what they should expect. By outlining what to expect, you
create a comfort level and trust with your potential member, increasing the likelihood that this individual will show up for their first session.
Example Script:
“Hi (Lead Name), this is (Your Name) with F45 (Location). How are you today? I’m great, thank you for asking. The reason for my call today is to follow
up on the trial you claimed online, to ask you some questions so that I can get to know you better, and also to make myself available to answer any
questions you may have.”
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THE SALES PROCESS
Asking Qualifying Questions
Asking qualifying questions will help ensure that you are not wasting this individual’s, or your own, time. Some qualifying questions include:
1. How did you hear about us/F45?

2. Do you work or live near the studio?
3. Do you have any physical or other kinds of limitations that we should be aware of, or that could potentially inhibit you from performing
strenuous exercise?
4. What are you looking for in an exercise program?
5. What time of the day do you typically work out?
Uncovering the Problem
Once this individual has qualified as a Trial Member, move on to the personal questions:
1. What are your specific goals?

2. Why are these goals important to you?
3. (If Relevant) What previous fitness activities were you involved in? Did you enjoy it and see results? Why did you stop?
4. What would you like to accomplish through our program over the next several weeks?
NOTE: At this point, you should have uncovered plenty of information about your potential new member, as well as begun to build some rapport. By
this point in the conversation, you should have obtained enough of an understanding of what your potential member is looking to accomplish, so that
you can start painting a picture of the solution. Now it’s time to explain the program and get this individual booked to start their trial.
Delivering Your Power Statement

If your Power Statement is delivered with intention and conviction, your potential member should be excited and ready to book their first class.
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THE SALES PROCESS
Example Script:
We provide functional 45-minute training sessions in a controlled group environment. Our programming is designed to alternate between cardio and
resistance days, so what you do today will actually complement what you do tomorrow. We pride ourselves on providing 1-on-1 training in a group
environment by ensuring every class is coached by two nationally-accredited certified personal trainers. This gives us the ability to provide scalability of
our workouts to fit the needs of every individual member, which in return produces results like we have never seen before.
Booking
It is very important to take control of the booking part of the conversation. Referring back to the beginning of this text, the further out we book a
potential member, the less likely they are to show up. The key is to ask close-ended questions that do not give options for variance. Make sure you recap
and close your conversation by receiving confirmation that they understand exactly what to expect for the upcoming session. A few good booking
questions include:
1. Do you prefer mornings or afternoons?

2. Great! We offer an assortment of morning classes, Would you rather attend a 5am or 6am class?
3. Perfect, we have availability at 6am on Wednesday and Thursday. What option works best for you?
Concluding Your Call: Example Script
“We are very excited to have you in the studio and I know that you are going to love it. If you don’t mind, please show up 15-20 minutes before the
session starts so we can show you around the studio and explain the workout of the day. Also, if you have 5 or 10 minutes after the workout, I would
love to be able to sit down with you and go a bit more in depth about your goals. This will help ensure that we develop a specific program to meet your
needs based on cardio, strength, and nutrition.”
Second Contact
Throughout the duration of the trial, it’s important to contact your trial member and confirm their workout for the following day. When the trial member
knows that there is genuine interest in them and their goals, it improves the likelihood of them continuing with the trial and becoming a member.
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It’s important to make this a physical phone call. The majority will not answer and you will be forced to leave a voice message. In this voice mail, you
should communicate your message and ask for a confirmation from that potential member.
Any time you reach out to a lead, be prepared to take notes. The whole purpose of the initial contact is to build rapport and get to know your potential
member. We need to understand the problem in order to create the solution, a.k.a. prescribe the appropriate membership.
Example Script:
“Hi (Trial Member Name), this is (Your Name) from F45 (Location Name). I am giving you a call to confirm your 6 am workout. We’re really excited to
meet you in person and have you in for your first workout. Please remember to show up 15-20 minutes early with your water bottle and towel, so we
can tour the studio together and get you all set for your first class. If for any reason you are unable to make it, please let me know.”
In addition to your phone call/voice mail, we suggest you always follow up with a text message as well. If you are comfortable, you might find it helpful
to send a video message in place of a text message. In this video message, you can give a warm greeting and reiterate what you said in your earlier voice
message. This provides a level of comfort and connection with your potential member by appealing to the sensory receptors of the brain and putting
a face to the name. It also sets the tone for what they should expect during their first session in your studio.
Contact Cadence
You may discover that the majority of your potential members will not answer the phone or respond to your first attempt. The first thing to consider
is when people are most likely to answer the phone. There are several things you can do to research what the ideal times are in your specific region of
the world, including:
1. Check the social media usage for your territory with a key focus on your established target member. Peak times for social media usage
usually result in a good time for outreach.
2. Research what the heavy traffic time is in your community. Potential members are far more likely to answer the phone while they are
in traffic rather than at home with their families.
3. Call during lunch time hours. Generally, members will not answer the phone during work hours, so it is best to contact them during what
would usually be a lunch break period. This time generally is between 12pm and 2pm.
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These are just three examples, however, there are many ways to discover optimal times to call your leads. If you are looking for a general rule of thumb,
the hours between 12am to 2pm and 5pm to 7pm is a good place to start.
Follow-Up Methods
The Loyalsnap dashboard provides automated reminders of which leads need a follow-up. This is based on the number of days they’ve been a lead,
as well as on the lead’s behavior. An example of this is if the lead has already scheduled their first class. Loyalsnap will remove them from the list of
required personalized follow-ups.
If you aren’t using Loyalsnap, you will need to ensure that you have a manual lead follow-up process in place. Here are some examples that you can use:
3 Days On 3 Days Off
• Day 1 - Phone call, text message, and email

• Day 2 - Text message, phone call
• Day 3 - Phone call, text message, and email
After 3 days of contact, give the lead a three-day grace period to return your communications. If they do not get back to you within these 3 days, repeat
this process for 4 cycles or 12 days of outreach, over a total duration of 24 days.
Everyday Contact
• Day 1 - Phone call, text message, email

• Day 2 through Day 30 - Text first, phone call
This method is a much more aggressive form of outreach, but can be quite successful. There are a few key tricks that you will need in order to make this
form of outreach as successful as possible.
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These include:
1. Rotate Call Times - Ensure that you are rotating call times each day. For example, if on Monday you call 20 leads between the hours of
12 am to 2 pm, you should aim to reach out to these same leads the following day between the hours of 5 pm - 7 pm.
2. Send A Text Message First - You will notice that during Day 2 to Day 30, we suggest that you send a text message, subject to applicable
law, before you make a phone call. By sending a text message prior to calling the lead, the lead will see who you are and why you are
calling. This could increase the chance of the lead answering the phone. For example, send a text message to your leads the night
before you are scheduled to call them the following morning. A text message could also be sent in the morning, prior to calling your
leads during the 5-7 pm window.
3. Use The Same Phone Number - If possible, the same phone number should be used for all outreach attempts (phone call or text
message). Leads may be less likely to answer the phone or return a call to a number they do not recognize.
Example Text Message
“Hi (Lead Name), This is (Your Name), Studio Manager at F45 (Location Name). I tried to reach out via phone this afternoon, but was unable to reach
you. Sorry if I caught you at a bad time. I just wanted to let you know I will be following back up with you tomorrow around 12 pm. I hope that’s a better
time for you. I look forward to connecting then!”
C. Studio Tour
Meeting Your Potential Member
Your number-one priority should be meeting your potential member. You should be waiting for them with any material you have to share in hand. When
you meet them, deliver a meaningful introduction (elevator pitch) and remember your potential member may be shy entering the studio. It’s a good
idea to make yourself approachable and available as this will help your guest relax and enjoy the experience.
Ensure that you have the intake document in hand. Writing down what the potential member says and having notes from your phone call enhances the
client experience. It makes them feel as though what they are saying is important to you, and ultimately creates credibility once you are ready to make
a recommendation to purchase.
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Remember that the initial part of this meeting is to build rapport and provide a level of comfort for your potential member. Your goal at this point
should be to get to know your potential member as much as possible. Ask them questions about themselves. Examples of questions are:
• Are you from the area?

• What do you like to do?
• Where do you work?
• Do you have any kids? Any pets?
The purpose of this is to find common ground so you can relate to your potential member, build a personal connection, and provide them with a level
of comfort as they begin their fitness journey with your studio.
The discovery questions around health and fitness goals will be asked post-workout. This is best done post-workout due to the fact that you have built
rapport, provided a level of comfort, and your potential member just had a great workout, so their endorphins are high and they may be much more
likely to open up to you and give you the real WHY.
The Studio Tour
The studio tour is your chance to show your potential member around your studio and explain what F45 is all about. This will be your potential member’s
first impression of your studio, so it is extremely important that your studio is well-kept, tidy, and looking its best. When conducting your studio tour,
remember to work the room. It’s important that you do not give your potential member a tour from a stationary position.
It’s best to start by showing your potential member the schedule and billboard TVs, which are positioned near the entrance of your studio. The
schedule and billboard TVs show your studio’s schedule, all of the different workouts for the week, and the times your members can book a workout.
At this time, you will also be able to briefly explain the F45 Challenge, as this will appear on your billboard TV.
Once you have finished explaining the schedule and billboard TVs, you will be able to move on and explain the workout that is scheduled for the day.
Walk your potential member to the front of the studio so you are able to show them the exercise, movement, and timer TVs. Make sure that you explain
the details that are featured on each TV, such as the movement pattern on the movement TV and the timing and water breaks featured on the timer
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TV. This will enable your potential members to read and understand the TVs effectively prior to each workout.
During your studio tour, make sure that you talk about your coaches and how they can cater to the needs of all members by providing progressions and
regressions for exercises. This will show that F45 caters to members of all fitness levels.
Next, walk to the heart rate TVs and talk about the importance of heart rate-based training. Once you have finished with the tour of the training
floor, show your potential members where the restrooms are located, and provide any other details about your studio (such as where the water filling
stations are located and where they will be able to store their belongings during their workout).
Note: There is a very high chance that not all of your potential clients will show up early enough for you to execute the studio tour described here. If
this happens, you should simply shift the tour to post-class, along with your post-class discussion.
Prior to the start of the session, have your potential member sign the liability waiver and give them a brief explanation of what they can expect during
the workout.
Example Tour Script
“Hi (Trial Member Name), My name is (Your Name) and I am the Studio Manager here at F45 (Location Name). We have been speaking on the phone.
So great to have you in, did you have any trouble finding us? Before we get started, I am going to have you fill out this form (liability waiver) for me.
Awesome, just so you know exactly what’s going to happen today, I would like to give you a little rundown before we get started. First, we are going
to tour the studio to make sure you understand how everything works and exactly what to expect from today’s workout. As our coaches and members
start coming in, I will introduce you so that you are familiar with your trainers and the other members. You will then line up on the blue track (when the
coach gives word) and the coaches will demonstrate the workout that you are doing today.
Once you have finished your workout, it would be great to sit down so we can go over your goals a little more. I will then be able to provide you with a
customized plan to set you on the path to accomplish your goals. As you will notice, we have a ton of TVs strategically placed around the room. Here at
F45, we pride ourselves in being the leaders of innovative technology, so let me show you the unique purpose of each screen.”
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Let’s start here with these two TVs. This first TV is known as our billboard TV. The billboard TV provides updates on F45 events and products, but
most importantly, this TV shows the leader-board for our signature F45 45-Day Challenge. What’s the Challenge? The F45 Challenge is a global fitness
transformation challenge that we hold several times per year. During the Challenge, you will work through three different phases of training that will
help propel you towards your goals.
Even better, for every F45 Challenge, we have 3 in-studio winners who are eligible to win a variety of prizes. We also have global F45 Challenge winners,
who have received prizes such as $10,000 CASH! However, if competition doesn’t motivate you, the Challenge is still a great way to kick-start your
fitness journey and also allows us to reevaluate and reset goals at the kickoff of each Challenge.”
Key Point: You should be making small talk and asking open-ended questions while on this tour in order to create rapport.
“Next, we have the schedule TV. As you will see across the screen, we offer a ton of class times and we are open 7 days a week. Across the top of the
schedule, you will notice different logos which show which workout you will be doing each day. The workout program will change every 12 weeks, but
the exercises in each workout will change every day, so you will almost never do the same workout twice!
As I mentioned on the phone when we first spoke, our programming is designed so that you can exercise 7 days a week. We have done this by
alternating 3 different types of workouts. We have cardio days on Monday, Wednesday, and Friday. We have strength days on Tuesday, Thursday, and
Sundays. We also have our signature class called “Hollywood” on Saturdays. Hollywood is a hybrid-style workout that combines strength training and
cardio conditioning into one 60-minute workout! The best part is that we have a live DJ every Saturday working the turntables, so it’s actually like a
party while you train!
We definitely encourage you to try all three formats so our workouts can fulfill all of your training needs! With that being said, is this the time that
is going to work best for you to get into the studio? Great, well today is Tuesday so we have a strength-based workout. Let’s be sure we get you
scheduled for a cardio day tomorrow at 5 am and a second strength day on Thursday. I will go ahead and get you scheduled, and if you’re feeling up to
it this weekend, we can get you booked in for Hollywood as well.”
NOTE: It’s important that you lead your potential members to scheduling, because chances are, if your potential members knew how frequently they
should be exercising, they would be doing it already. You are the professional, so make the professional recommendation.
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“Now we are going to move to the far side of the room. (Walk to the far side of the room) At the front of the studio, you will notice we have (5) five
TVs. The vertical TVs are known as our exercise TVs, and show which exercise should be performed at each station. As you may notice, each station on
the screen is numbered to match a number on the floor. The purpose of this is to help you if you ever forget what exercise is meant to be performed
at a certain station when you move throughout the room. You can simply refer the screen at the front of the room. Does that all make sense? Do you
have any questions?
Perfect, If you look to the right of the first screen you will see the movement TV. This TV shows you the flow of the workout for the day, as well as how
many sets are remaining for each exercise. The movements will vary from workout to workout, but this screen will always be here for you to reference,
in addition to the coaches leading the way. All good? Any questions?
Last on this wall is our timer TV. This TV shows the work time, indicated by the color green, and the rest time, indicated by the color red. In addition to
that, the timer TV also shows sets remaining, when the next hydration break will be, and when to move stations. Is everything starting to flow together?
Do you have any questions?
Perfect, hopefully you are feeling good about getting started. However, if you’re feeling a bit overwhelmed, that’s okay. It’s completely normal and
I can guarantee that by the end of your workout, you’re going to feel like part of the team. I know that there are a lot of complex exercises in today’s
workout, but don’t worry. We have two nationally-certified personal trainers who work in unison to meet members right where they are, every single
class. They will assist you with understanding the exercises throughout the workout, and will provide you with exercise progressions and regressions
as needed.
Now I’d like to introduce you to a few members. We will have you line up on the blue track, and your coaches will take you through the explanation and
demonstration of today’s workout. Do you still have time to sit down for five to ten minutes after you finish up class? Perfect, I will connect with you
then. Have fun!!”
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D. The Discovery
Intake / Discovery Document
It is important to use an intake document for your new potential members during their first visit. A template of the Discovery/Intake Document can be
found in Playbook under the ‘Resources’ drop-down tab.
Additional Notes for Intake - The pre-workout portion of this Discovery Document is meant for taking notes and gathering valuable information
about your potential member during your studio tou r, such as if they have any injuries, medical conditions, or other information that you or your team
should be aware of.
As mentioned previously, first impressions do count. Be sure to have all of your potential member’s information filled out in this document prior to that
individual arriving at your studio. This document can also be used as a cheat sheet for delivering your studio tour, to ensure that you do not miss any
key focal points. We also suggest that you put a check on the list as you touch on each key point.
Post-Workout Discussion
Your potential member has just finished their very first session. Make sure you engage with and share in their excitement. Congratulate them and ask
how the first workout went.
Transition your potential member to a comfortable area where you can sit down with them and have a conversation. It’s best to chat in an area of your
studio that is open but away from noise. We do not recommend that you take them to an office or any sort of closed room.
When you sit with your guest, be aware of your body language. It is best to sit at an angle to your guest. Sitting face-to-face may be intimidating and
could make your guest uncomfortable.
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When meeting with your trial member, be sure to also do the following:
• Run through the Discovery Document and be sure to summarize everything that was discussed/explained
• Book all classes based on the commitment received during your tour
• Invite your trial member to come back in 15 minutes before their second session to have a body scan and in-depth planning session
• Ensure that you provide your potential member with any tangible material possible. Suggestions include: a 7-day trial card to bring a
friend; protocol printouts for their upcoming InBody scan; and an appointment reminder for their next session
Remember this is meant as purely a discovery session and an opportunity for your potential member to open up to you. It’s best to ask open-ended
questions as well as uncover the real reason why your potential member decided to walk through your doors.
This discovery session is not the time to present membership options or attempt to sell any products.
Goals
When setting goals, make sure that they are specific. If the member does not have specific metrics as targets, help them establish these metrics. This
will help dramatically when you create the individual program for this potential member, and it will also increase retention.
It can be a good idea to ask the same question three times in order to get the desired answer pertaining to your potential member’s goals. For example:
• What are you trying to achieve?

• Why is this goal important to you?
• What will achieving this goal do for you as a person?
Oftentimes, people will be hesitant to share their main goal(s) with you the first time you ask. It’s important that you ask additional questions to
discover their goal(s). Embarking on a fitness journey can be intimidating for some, which is why it’s important to establish rapport and break down
some of the initial barriers before you ever get to this conversation.
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Timeline
Discover if your potential member has a specific timeline in mind for reaching their goal by asking if there is a special occasion coming up in which they
would like to achieve their specific goal by. Establishing a timeline will be a key factor when making a membership recommendation later in the trial
process. However, most importantly, it will aid you in creating urgency and establishing a schedule that suits your member’s needs, while also helping
that individual get as close to achieving their goal as possible by the target date.
Some helpful questions to ask when establishing a timeline include:
• Do you have a specific event coming up where you would ideally like to be in the best shape possible by? Maybe a holiday, family reunion,
birthday, or a vacation?
Even with this question, your potential member may not be able to establish an upcoming date. In this situation, you may guide your potential member
to establish one.
• Summer is just around the corner. Wouldn’t it be amazing to be in the best shape of your life by the time the pool/lake/beach season
comes around?
Barriers
Be sure to establish any past barriers that your potential member has had in meeting their health and fitness goals. This will help your team ensure that
they keep your new member motivated and working toward their goals. It will also be helpful to record this information for later in the trial process
when it’s time to present membership options.
The majority of our potential members have tried a fitness program before, or maybe even multiple programs, but for some reason have not been able
to stay consistent in order to achieve their goal(s). It’s your job to identify those barriers and ensure that the best plan possible is created to avoid those
same barriers delaying your potential member’s progress.
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Ask direct questions, such as:
• What’s going to keep you from being successful?

• What’s stopped you in the past from achieving this your goal(s)?
• What’s the largest variable in your life that’s going to hold you back from achieving your goal(s)?
Asking these questions will give you some insight into your potential member’s life. This information will empower you to work through the variables
in your potential member’s life, giving you the ability to make the correct program recommendation.
Workout History
It’s important that we dive into our members’ workout history for many reasons. Having as much information as possible about past experiences,
current life situations, current goals and ambitions, and understanding what is driving our potential members will only aid in our mission of connecting
with them.
Understanding your potential members’ past experiences will help you understand their emotional state. Remember, fitness can be very intimidating
to some people. If we do not understand how our potential member is feeling, it is very likely that we may deter that individual from moving forward
with our program.
By asking high-level questions, we can start to bridge this gap and create a premium customer experience for each individual member.
Some examples of some high-level questions that you can ask are:
• Have you been involved in an exercise program in the last 6-12 months?
• How long did you follow/attend that program?
• Did you see the results you were looking for?
• Do you feel that there was anything missing about the program/facility that kept you from being successful?
• What did you enjoy most about the program/facility?
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Understanding the workout history of your potential member, including their likes and dislikes, will give you the ability to cater the experience to your
potential member’s wants and desires, which will ultimately lead to membership growth and long-term member retention.
Building Value
Before booking your potential member’s next few classes, reinforce the value of our F45 programming. Once the prospective member feels heard and
confident that you will help them accomplish their goals, you must cover the 3 pillars of what makes us different: Results; Enjoyability; and Community.
1. RESULTS - Your first and most important goal is to help your members get the results that they desire. If you don’t, then why would they
keep working out? Your goal is to help members understand how frequently they should be exercising and how to adopt healthy eating
habits, so they ultimately get that results they have been wanting.
2. ENJOYABILITY - Any program that isn’t enjoyable most likely isn’t sustainable nor worth following. Why? Because short-term results
aren’t why members join our program. Our program is designed to allow members to keep coming back day in and day out while having
fun. What we do at F45 is different, and the more you come, the more you’ll love the process.
3. COMMUNITY - Our programs are built so that members feel the motivation around them with people who are participating in the
program, and may even share similar goals. What differentiates F45 is the community of people who keep the members around them
motivated, and who understand that struggles are real and we will get through them together. This is what Team Training is all about.
Follow-Up
At the conclusion of the Discovery Document, there is a place to note your potential member’s next two class times, as well as a place to gain a
signature from your potential member (see below). There are two purposes for this. First, this allows you to gain real commitment from your potential
member as far as their goals and the schedule that has been outlined for them. Second, by having members sign the document, you have proof that
this document was completed by your coaches with the potential members, ensuring that your coaches are delivering the best possible experience
to all of your leads. Every potential member should go through this process. We recommend that you delegate a place in your studio for these to be
turned into at the end of each shift.
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Post-Workout Follow-Up
Chances are, your potential member is feeling pretty sore after completing their first workout. This can sometimes be discouraging for potential
members, as they may not feel that they are prepared for this level of exercise, or they may think that the soreness and fatigue is an injury. It’s
imperative that you follow up with our trial members the day after their first session to check in on them and offer words of encouragement. Provide
your potential member with facts, educate them on the effects that exercise has on the body, and let them know what to expect over the next few
weeks.
Example Script
“Hi (Trial Member Name), this is (Your Name) with F45 (Studio Name). I wanted to follow up with you to see how you are feeling after your first workout.
Do you have any questions or concerns?
It’s completely normal to feel sore, or even like you may have injured yourself. But rest assured, this is only temporary. Exercise causes our body to
produce lactic acid, which in turn makes us feel sore. Coming in for your cardio session will really help to relieve that soreness, as movement helps break
down lactic acid. In addition, make sure you drink plenty of water throughout the day and eat whole foods with plenty of protein, as this may also aid
in muscle repair and in reducing soreness.
Over the next few weeks, the soreness will reduce as your body starts to become more conditioned to the exercise. Pretty soon I’ll be trying to keep up
with you! Awesome (Trial Member Name). I look forward to seeing you tomorrow morning for your second workout. Remember to try to arrive fifteen
to twenty minutes early so we can do your InBody scan and walk through your planning session!”
Second Visit
Meet your potential member fifteen to twenty minutes early to do an InBody scan and have a planning session. Make sure you outline exactly what the
potential member should expect from the experience.
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Lionheart Option
We suggest that your trial members use a lender Lionheart in order to track their workout and understand how the technology works. Here are some
suggested steps for this practice:
1. Program four (4) separate Lionheart heart rate monitors (2 male and 2 female).
2. Program one (1) Lionheart heart rate monitor for a 25 year old male/female and one (1) for a 50 year old male/female.
3. Set the default email as your studio’s email address.
4. Lend out the Lionheart heart rate monitor that best fits your member’s profile. This will allow your potential member to share their
results at the end of the workout.
This is a great way to build value into our heart rate technology, as well as show how many calories are burned during class. This will work as evidence
to support the exercise frequency and calorie intake recommendation made during the planning session.
Example Script
“Hi (Potential Member)! I’m happy you’re back for your second workout! I know we spoke a bit about what today is going to look like, but just so you
have a clear understanding of exactly what we’re going to do today, I’ll run back through it.
First, we are going to have you step on this InBody scanner. The InBody will then calculate your current body composition. From there will discuss your
results, and based on the metrics provided by the scan, we will create a customized plan for you through cardio, resistance, and nutrition to help ensure
you have all the tools necessary to achieve your goals.“
Post-Scan Discussion
Once the InBody scan is complete, make sure you sit down with your potential member to review the results. We recommend having this conversation
in a comfortable, non-intimidating atmosphere, such as the waiting area of your studio.
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Your goal here is to find an open, comfortable, and relaxing atmosphere for your potential member, but still quiet and private enough that your
member does not feel like their individual information is being shared with the rest of the members.
Just as with the discovery session, body language is very important. You should sit at a 90-degree angle to your guest. Sitting face-to-face can be
intimidating and may make your potential member uncomfortable.
At this point you should review the results. Make sure that you explain each metric of the scan so that you ensure that your member understands
the results. Once you have reviewed the potential member’s metrics, you should then work with your member to set specific goals and establish a
schedule. Based on the information you received during the discovery session and the results of their InBody scan, you should be able to develop a
specific plan for that member.
Book all classes for your potential member based on their commitment and ensure they add these classes to their calendar. Use the calendar as a tool
to touch base with your new member as they work through the first 30 days. Many of our studio members struggle with consistency and discipline.
Therefore, by leveraging the schedule that they committed to,you can both encourage your members and hold them accountable. This ultimately
results in them accomplishing their goals and becoming lifetime advocates of our brand and your studio.
We do not recommend that you present pricing at this point. You want to show your guests that you are invested in their fitness journey, while also
providing a program without any financial obligation. We recommend that you present membership pricing on the third visit, once the potential
member has had the opportunity to try the entire program, and has received all of the information that they need to make an informed decision about
participating. There is a small probability, however, that the potential member may ask about membership options at this point. Should this occur, you
should present membership options at this point and make a recommendation.
At the conclusion of the InBody scan/planning session, you should give words of encouragement and congratulate your potential member on taking
this pivotal step toward bettering themselves and achieving their goals. You will then direct your member to the blue track to start class.
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Understanding the InBody Scan Results: Understanding the InBody scan is imperative when working to create value for a potential client. Below
are some key points to reference when explaining scan results to your potential member:
1. Body Composition Analysis: Displays the weight of total body water, dry lean mass, and body fat mass. These three components make
up your body weight.
2. Muscle Fat Analysis: The bar graphs are used to display the relationship between the current weight and the average value for that
specific segment, based on your potential client’s height.
3. Obesity Analysis: Displays both Body Mass Index and Percent Body Fat. PBF is a better determination of your potential client’s health,
because it compares fat levels to weight.
4. Segmental Lean Analysis: This graph is an effective and informed assessment of the lean mass distribution amongst the five sectors of
your potential client’s body. This is key for monitoring change and making adjustments to certain aspects of training to cater to the body.
5. ECW/TBW: This can be used to detect unusual fluid shifts in the body.
6. Body Composition History: After each InBody scan, results will be saved if a Member ID is entered at the beginning of each test. By
doing this, a cumulative graph will be created that can be used to make modifications to your potential client’s program as you see fit.
7. Visceral Fat Area: Visceral fat is the fat that surrounds your organs. It is recommended by InBody that visceral fat be below 100 square
centimeters. Higher amounts of visceral fat are often an indicator of elevated health risks.
8. Body Fat: Lean Mass Control gives your potential client a guideline so they can adjust their diet and exercise frequency in order to attain
a healthy body fat percentage. This data will be extremely helpful with monitoring your potential client’s health.
9. Segmental Fat Analysis: This provides the weight of fat in each segment of the body and the percentage above or below sufficiency.
10. Basal Metabolic Rate (BMR): This is the amount of calories your potential client needs in order to keep their body functioning at rest.
11. Leg Lean Mass: This is important because it is the largest component of the SMM and plays a key component in risk prevention.
12. TBW/LBM: Compares the density of your potential client’s muscle to the amount of water in their cells.
13. Reactance: This is the opposition to change in current or voltage.
14. Phase Angle: This is an indicator of cellular health and intracellular water.
15. QR Code: If scanned, it will give your potential member more information about their results.
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THE SALES PROCESS
The InBody scan provides many different readings, including many outside
of your immediate studio’s needs. However, it is important to have an
understanding of what each metric indicates. Should a member or potential
member ask questions, it’s important that you are always informed and
prepared to explain.
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THE SALES PROCESS
Checking in With Your Potential Member Mid-Trial
At the midpoint of the trial, it’s imperative that you connect with your potential member and make sure that they are enjoying the experience. Chances
are, your potential member has already decided if they want to join your studio or not. This check-in is simply a quality of care check. You need to make
sure that your potential member is not feeling overwhelmed or intimidated by the process thus far. It is your job to ensure that every potential member
feels empowered and motivated to achieve their goals.
This is also the point where you may need to provide some additional support/accountability. Remind your potential member about the commitment
they have made during the planning session, and also what they will be doing outside of the studio (Note: this should be on the calendar that the two
of you made together during the consult). Lastly, and perhaps most importantly, always confirm your potential member’s next scheduled session.
Example Script
“Hi (Trial Member Name), This is (Your Name) from F45 (Studio Name). I wanted to give you a call to follow up on your visit today and see how things
are going.
How is the schedule working for you? After a couple sessions, do you still feel as though your original goal and outline falls in line with what we offer
here at F45 (Studio Name)?
Excellent, I’m really happy to hear that! How is everything else going? How are you feeling today? Are you making sure to drink plenty of water and
eat whole foods?
That’s awesome, (Trial Member Name). You are doing an amazing job with the workouts and executing the additional things we spoke about. The team
and I have already noticed improvements in your movement and we are really excited to be a part of your journey.
It was really great speaking with you. I look forward to seeing you again on Wednesday at 8 AM for your next class. Please save my number and reach
out any time you have any questions or concerns. I will continue to touch base throughout the trial period.”
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THE SALES PROCESS
E. Price Presenting
The hard work has been done, the value has been created, and chances are, your potential member knows if they want to move forward with the
membership or not. If the prior steps were executed correctly, this should be a simple process consisting of recapping the past week and prescribing
the two membership options that you feel will work best for your potential member based on prior conversation and planning. Your membership
presentation should be a casual conversation after class has finished. Provide a broad overview of what your potential member has accomplished over
the past week or the past couple of days. This will appeal to the emotional side of your potential member, creating confidence that their goals are
attainable and they feel capable of making the change. Recap the workout schedule and timeline discussed between earlier in the trial period. If done
correctly, this will create urgency and help you begin to break down objections before you even present the pricing.
Example Script
“Hi (Potential Member Name), nice job, as always! You have been killing it all week long. How are you feeling? Are you still enjoying the workouts? I know
they can be tough, but they do get a little easier as you get more and more conditioned. By the way (Potential Member Name), has anyone walked
through membership options with you? No, okay, do you have a few minutes to take a look now? Perfect, I will grab your folder!
(Potential Member Name), looking back over the past few days, we have been able to cover a ton! We reviewed your goals and did your first body scan.
We set a goal of 17lbs of fat loss, with a target of 1lb per week. Based on this past week, you’re showing that you can follow the workout calendar we
made. It’s pretty clear that you have broken the roller-coaster ride you have been on for the past few years. Would you agree?
I think we can both agree that the awesome workouts provided here, along with the support and accountability that the coaches and I can offer
you—and your desire to change—there is absolutely nothing standing in your way from turning a goal into reality. Based on everything that we have
discussed over the past few days, and with your timeline in mind, we have two membership options that I believe are the best fit for you. We have a
12-month membership at $50 per week, or a month-to-month membership at $65 per week. Which works best for you?”
**This is your time to be quiet . The biggest potential obstacle at this point is you talking too much and pushing your potential member
away. As they say, “He who speaks first loses.”**
“Perfect (New Member), if you don’t mind grabbing a credit card, we can get that set up for you and get you on your way!
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Congrats and welcome to the family!”
THE SALES PROCESS
Price Presenting Card
Some studios have found it helpful to have a pricing card in the studio for an easy membership options presentation. Should you decide to do this, we
suggest that you have the two most commonly purchased membership options listed on one side of the card, and the rest of the options listed on the
other side in order to prevent any confusion when making a recommendation.
Presenting Two Options
When making any membership recommendations, it is considered best practice to present the two options that are most applicable to your potential
member, and then allow them to make a choice.
Should neither of the two primary membership options be the right fit for your potential member, then you should work your way through the rest of
the membership options to find the option that best fits your potential client’s needs.
Although you have taken all of the appropriate steps and built all the value that you possibly can, there will still be people who will choose not to
continue forward with us. The reality is that while you will never convert potential members 100% of the time, you want to make sure that you always
provide outstanding service to every single person who walks through the door.
Every single person you interact with becomes a walking advertisement for your business, so you need to make sure that you are “stage ready” at
all times. This rule especially applies to the membership presentation part of the experience. Some people will need an extra push. Therefore, it’s
important that you are prepared to overcome objections while also making sure that you do not drive people away by using traditional “hard close”
sales techniques.
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THE SALES PROCESS
F. Overcoming Objectives
Overview
An objection is a polite way for your prospect to say:
• I am not sold yet

• Please tell me more
• I still have unanswered questions
• I still don’t see the value
• The price outweighs want or need
• My desire is not yet high enough
• I still have to say a few more “No’s” in order to feel comfortable saying “yes”
• You haven’t found my why
There Are Three Keys to Overcoming Objections:
• Overcome objections before the client brings them up (try it, like it, use it, time, spouse, convenience, think about it)
• Build so much emotion that the objections go away on their own
• Know the steps of overcoming any objection, and also have an arsenal of ways to overcome them in the sales conversation
Do Not Get Upset or Feel Defeated When You Hear an Objection
Do not be afraid of objections. Through a client’s objection, they are telling you exactly what their needs and wants are, what they object to, and what
their fears are. The only way to sell a membership to a potential member is by uncovering their objections and dealing with them immediately. If you
do not handle them right away, they will come back and haunt you later. Also, if you do not find out what the real problem is, when they say no, you are
not going to know why. Narrow these objections down and eliminate them until there are none left and it’s easy to close the sale.
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THE SALES PROCESS
Since people tend to become defensive during the pricing/sales part of the presentation. Therefore, you must overcome their objections before they
occur by bringing up their concerns early in your presentation. This is accomplished by going in depth into the aspirations and afflictions. These include:
• What are you physically trying to accomplish? Be specific and find out the why behind the want.
• How long have you been thinking about it? Why now? (Emotionally, why now?)
• What’s prevented you from doing it before?
• Have you been part of an exercise or weight loss program before?
• Have you ever belonged to a health club before?
• Have you worked with a trainer before? Did you achieve your goals? How and why?
• Why did you stop?
• What did you like and what didn’t you like?
• Do you live or work in the area? (A convenience question in regards to whether the person has active or sedentary work—this creates a
need to exercise.)
• Do you have 2 to 3 hours a week to achieve your goals? What days and times work for you?
• Is your spouse in favor of you being healthy, working out, and achieving your goals?
• Have you expressed your desire to achieve your goals to him or her? What did they say? Are they supportive?
• Are you looking for permanent results?
• Is this something you plan to enjoy for the rest of your life?
Listen to Objections Carefully and Do Not Interrupt
If you start to answer the client before they finish, they might feel that you are not listening and don’t have any empathy for their situation. You may
even run the risk of not answering the right objection, in which case, the client will simply return to the original objection and you will have to start all over.
Agree With What They are Saying in Order to Relax Them
Disagreeing, becoming argumentative, showing any emotional change, or not agreeing with a potential client right away will only antagonize them.
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THE SALES PROCESS
Overcome Objections and Close
If it does not work, go back to the aspirations and afflictions and revisit the “collaborative evaluation” step and close again.
Do Not Wait for Them to Ask You for the Agreement
After they have raised an objection and you have overcome it, assume the deal is sealed and act accordingly.
Wear Them Down with Enthusiasm, Sincerity, and Passion
Always talk end results with your potential members, continuously refer to the benefits this program will provide for them, and always talk as if they
are definitely going to achieve their goals (including how they will feel and look). Show that you care, and that you genuinely want to help them, and
closing will always be much easier.
Always Remember: You don’t sell them. You make them want it. It is a motivational sale.
The three most common objections in membership sales are:
• “I want to think about it”

• “I need to talk to my spouse”
• “I need to check my finances”
Objection Example 1: “I want to think about it”
“I totally understand this being a big decision for you. Let me ask you a few questions to make sure we are on the same page. Do you feel that you have a
complete understanding of our programming and what you would be stepping into? Do you agree that this program is the best fit for you to accomplish
(insert aspirations)? Are you concerned about the cost? (Only go to cost if everything else is a resounding yes).”
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THE SALES PROCESS
ISOLATE: “I completely understand, this is not a decision we ask anyone to take lightly, and I want to help you make the best decision for you (aspirations).
So if we both agree that this is the best program to get you to “X”, if I can make something work for you financially, getting you started into the program
would be the best position for you, do you agree?”
OVERCOME: “In that case, let’s find something that makes the most sense for you. Most of our members like to have their payments around their
payday, which of course makes things much easier. So when is your next payday? Great, and how close to the (X down-payment) would be comfortable
for you today? Most of our members pay the first month. (Wait for response). Awesome! Let me get your credit card info entered and while I am doing
that, let’s get you (swag: anything you are giving to new members, and referral sheet to bring friends: see referral script).”
Objection Example 2: “I need to talk with my spouse”
AFFIRM: “I totally understand wanting to talk to your spouse, as this being a big decision for you. Let me ask you a few questions to make sure we are
on the same page: What parts of the program do you feel you would need to discuss most with your spouse? (Listen for areas of concern—typically
only leads to cost, but if they have concerns about not getting results, etc., you can tie to another client’s story). Do you agree that this program is the
best fit for you to accomplish (aspirations)?”
ISOLATE: “So it sounds to me like the only thing holding you back from starting today is the cost, is that correct? (Only go to cost if everything else is
a resounding yes). So it sounds to me like it is not the fact that you think your husband wouldn’t want you to get into a program to accomplish “X,” it
is more so your concern with the cost, is that correct? So if I could make something work for you financially, it seems to me like getting you into the
program would be the best option for you, is that right?”
OVERCOME: “Fantastic, so in that case, let’s find something that makes the most sense for you. Most of our members like to have their payments
around their payday, which of course makes things much easier, so when is your next payday? Great, and how close to the (X down-payment) would be
comfortable for you today? Most of our members pay the first month. (Wait for response).”
CLOSE: “Awesome! Let me get your credit card info entered and while I am doing that, let’s get you (swag: anything you are giving to new members,
and referral sheet to bring friends: see referral script).”
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THE SALES PROCESS
Objection Example 3: “I need to check my finances”
A good way to address this concern is to REAFFIRM what is important to them (i.e. being a good mom for her kids, having better self-esteem, etc).
Once you have acknowledged what is important to your potential member, you can then affirm that there are two things that often show what we
value: time and money. In this program, we are asking you to maximize both time and money—making the most of your time with your family/friends,
and getting the best possible results out of your money. If you can do this through questioning, you are getting the prospect to tell you these answers
and making it common sense for them to say yes. Then you move to logistics if necessary.
Once you affirm their desires or motivations:
ISOLATE: “So it sounds to me like value is extremely important to you. You really just want to make sure you get the most out of your money. That’s
fantastic! I’m so glad you are in tune with your money values in that way. Let me ask you: do you feel that you will get the value out of the programming
we offer here? Do you see our results, enjoyability and community as things you haven’t had consistently in the past? Is there anything other than the
cost that is keeping you from being a part of our family?”
OVERCOME: “In that case, let’s find something that makes the most sense for you. Most of our members like to have their payments around their
payday, which of course makes things much easier, so when is your next payday? Great, and how close to the (X down-payment) would be comfortable
for you today? Most of our members pay the first month. (Wait for response) Awesome! Let me get your credit card info entered and while I am doing
that, let’s get you (swag: anything you are giving to new members, and referral sheet to bring friends: see referral script)”
FINAL TIPS: Have two drop options available: a smaller down payment with this month’s remainder due at a future date, and a discount if they pay in
full or commit to a longer term. Most of the time, it is not that your prospect doesn’t have the money, it is simply that they want the best deal, or are
not prepared to buy yet. Once an emotional driver is established (be a better parent, live a fuller life, etc.), then you can move to logistics conversations
like payment type and monthly price.
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THE SALES PROCESS
G. Capturing Referrals
Capturing referrals will be one of the key focus items for growing your business. As you know, social media is a tool you can utilize as you commence
the quest for member acquisition, however referrals will be the differentiating factor in accelerating the growth of your studio. Your goal should be to
turn every new membership into multiple prospects through referral capturing.
Below are five steps that are important to take into consideration when creating a referral program.
Step 1: Cost per new member acquisition
The first step in this process is understanding what it costs you to acquire a new member. The simplest way for you to do this is to take your total
monthly marketing spend and divide it by the number of new members you gain in any given month.
Example: If you spent $500 on marketing and you were able to sell 20 memberships, it would cost you approximately $25 to acquire a new member.
This will give you a starting point for how much you can spend on incentives. The idea is to spend less or equal to what it is currently costing you to
acquire a new member. This strategy will assist with creating a strong community within your studio which will ultimately lead to your members staying
for longer.
Step 2: Identify Your Incentives
There are several methods you are able to incentivise your members which can all be beneficial. It is important that you research and explore each one
of these methods, and ensure your team feels comfortable with presenting these to your members.
The Double-Sided Incentive
Both the member making the referral, and the new member benefit when using this Double-Sided Incentive method. The idea here is to split the
amount of your incentive (cost per new member acquisition) equally between both parties.
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THE SALES PROCESS
Example:
• Gift cards
• Swag
• Percentage off service
• Philanthropic/for a cause
The Tier System
With a tiered referral system, the goal is to increase the number of referrals you receive from your current member base, while also increasing the
incentives for your members. In its simplest form, the more referrals equal more prizes for the referring member.
Example:
• 1st referral = Free Shaker Bottle
• 2nd referral = $25 voucher to studio “store”
• 3rd referral = Free Lionheart
• 4th referral = $100 Gift Card
Ensure that your incentives are aligned with what your member base finds appealing so your members are motivated to refer new members to your
studio.
Step 3: Outline your opportunities
Now that you have your strategy in place you will need to have a clear understanding of all the potential referral opportunities. They will generally fall
into one of the four categories outlined below.
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THE SALES PROCESS
People:
• High-value clients
• Clients who you have a high degree of trust with
• Employees
• Clients who have large social circles
Actions:
• When a purchase is made (POS)
• When a client buys an up-sell or secondary program
• When you receive praise in a class
• When you get a positive review online
• When your content is shared/engaged with online
Client achievements:
• The client hits a new personal record
• The client hits a goal
• The client hits a milestone
Events/promotions:
• Partner challenges
• Open houses
• Referral contests
• Bring a friend events
• Workshops/seminars
• Markets and external activations
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THE SALES PROCESS
Step 4: Entice your members with ease
Creating assets to entice your members to participate in your referral programs will increase the chances of participation and will maintain a low-
pressure environment for your member base to use your program. One suggestion on how to do this is through digital and hand-held referral cards.
This will allow your members to participate at their convenience.
Example: Referral card
On the front include:

• Your LMP & Differentiators
• A photo of your ideal client
• Your contact (number, address, website etc)
On the back include:

• The offer
• From
• To
• Issued by
• Expiration (if applicable)
Just as you will have implemented a standardized sales process, it is equally important that you create a standardized process on how you and your
team ask for referrals.
Ensuring that you create a strategy around these processes as well as train and role-play these conversations with your team on a regular basis will have
a major impact on the success of your referral program. Below are some examples to use as a starting point for developing your own communication
regarding your various incentives.
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THE SALES PROCESS
Client Achievement Example:

“Hi Lisa, congrats on reaching your goal of losing 10lbs! We are so proud of you. We are always looking for more people like you who are a great fit for
our community. Do you know anyone like yourself who’s looking for accountability and support to help them reach their goals? We’d be happy to give
you a $50 gift card for being so kind to refer them to us. All you have to do is hand them this card and tell them to bring it to the studio.”
POS Example:
“Hi Mark, thank you for signing up! We are super excited to start working with you. We are always looking for individuals like yourself that are a great
addition to our community. Do you have any colleagues, friends, or family members that might want to come in and work out with you? We’d be happy
to donate $50 to a charity of your choice on behalf of you and your guest for referring them to us. All they need to do is bring this card to the studio
and we will get them all set up.”
Employee Example:
“Hey team, we are lucky to have you all! Part of what makes our community special is being surrounded by great people like you. If any of you know
anyone who would be a good addition to our community and could benefit from the direction and support we provide, we’d be happy to reward you
for putting them in contact with us. In fact, we will give you $100 for each person that signs up for a membership if you refer them to us. All you need
to do is give them this card and tell them to give us a call, we will take it from there.”
Open House Example:

“Amy, thanks so much for stopping by our open house. We are always looking for more people like you that are a great fit for our community. If you
know anyone who is looking for a supportive community and experienced coaching, we’d be happy to give them a free spot in our upcoming 45 day
challenge on your behalf and give you a $100 gift card for referring them to us. All you need to do is email them this card and tell them to give us a
call. We will take care of the rest!”
Step 5: Systemize for success
Your next steps will be to create a way to run your referral campaign with ease, below are a few steps that will assist you in managing your referral
program. Commit to asking for a certain amount of referrals within a time frame.
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THE SALES PROCESS
Using the opportunities in step 3, identify how many of these opportunities you typically experience on a weekly basis, then set a goal based on that
number.
For example, if you make 3 sales per week, have 2 members achieve their goals and have 1 person leave a positive review online you would aim to ask
for 6 referrals in a week.
Don’t exhaust the same member
It’s important to ask different members for referrals. An easy way to do this would be to create a list of your growing members and keep track of each
member you have asked for a referral. Once you’ve asked a member for a referral, move them to the bottom of your list.
Market your referral process so it’s top of mind
In order to have the most success with your referral program you should treat it like any other marketing campaign. Make sure the referral program is
visible and your staff are constantly reminded and educated on these programs weekly.
Some examples of how you can advertise your referral program would be to include it in a regular newsletter for your members, create flyers and post
the incentives on your social media channels.
Track the effort and the results
Just like any regular sales process, it is important to track the progress and results of your referral program so you can make adjustments as needed to
improve the results.
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THE EXPERIENCE
As you may know, experience is everything. However, what we sometimes

forget is that experience is not specific to any certain factor. Rather, it is a
combination of all of the little things that either do or do not happen inside
of your studio every day.
When it comes to experience, we rely heavily on our coaches to deliver.

Each studio will have its own characteristics and take on the F45 vibe, and it
is the responsibility of the staff to constantly work on communicating with
members in order to create a community that you can be proud of.
As owners or managers, it is your job to actively define, deliver, and protect

that sense of community and culture and instill these values in each and
every team member.
As representatives of F45, you should all follow a Code of Conduct.

These values will ensure that you and your team deliver the absolute best
experience possible:
1. BE ELITE: It’s up to each and every one of your team

members to show up and perform at their best day in and
day out. Every team member is responsible for creating the
energy in the studio, and setting the tone each day. This is
done by ensuring that every team member is “show ready”
when they walk through the doors of the studio.
2. STUDIO PRIDE: Everything inside of our studios is built on

community, and that holds true for staff as well. The actions
of a staff member will set the tone of the rest of your team.
Therefore, you need to make sure that every single team
member has an immense sense of pride for their studio.
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THE EXPERIENCE
Ways that a team member can “take price” in their studio include:
a. Keep an immaculate studio. Follow the 3 P’s: Pick it up, Push it in, Put it away.
b. Always reset your studio to show it is “status ready.” You never know who may walk into the studio at any time.
c. Take your time and do it right. Rushed conversations and tasks are always noticed. Take your time and do everything to the
best of your ability. This applies to conversations with members and the daily tasks in your studio.
3. REPRESENT YOUR TEAM: Always show up “game ready” for your team members. Appearance matters so make sure that every one
of your team members is in proper uniform, groomed, focused on the task at hand, and always delivers the absolute best experience
possible. Ways that you can do this include:
a. Welcome and support every single person on your team.
b. Always educate yourself and others regarding the F45 brand. As the brand grows, your team members need to grow with it. In
order to do this, you must constantly educate yourself and others through such things as: F45 Academy; Fitness Certifications;
and Hospitality Development.
Trainer Quality
In addition to your Code of Conduct, it is important that you focus on key objectives, including DELIVERING THE WORLD’S BEST WORKOUT.
It is imperative that all of your team members/coaches have the same focus, with the number-one priority being keeping members safe with virtuous
form. The second priority should be to help members get through their session and achieve results. Each one of your coaches should possess a depth
of unique skills. These skills include the following:
• Distill large amounts of information into concise, clear ideas, in a short amount of time
• Be able to lead and direct a large group of people in a way that is fun, without coming off like a drill sergeant
• Possess an acute eye for detail and the ability to multi-task; quickly offer regressions/progressions as needed
• Spend intentional, dedicated time with each member while maintaining heightened awareness of the room at large
• Be able to command a room
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THE EXPERIENCE
Team Member Daily Objectives
Every day, each one of your team members should arrive at the studio with the intention of delivering three (3) daily objectives:
1. ENGAGE: It’s imperative that you lead with the intention of establishing trust amongst our members. To achieve this, ensure that
you gather and command the attention of the room at all times with high levels of excitement, while also ensuring that you create
something special for everyone to be a part of.
2. EDUCATE: Help members understand important concepts by ensuring they grasp and implement the “WHY” behind the purpose of the
movement or program.
3. EMPOWER: Build personal rapport with your members and ensure they are “seen.” Foster accountability with your members in regards
to the goals they are trying to achieve, and by showing them that you care that they are successful. And, most importantly, make sure
that your coaches and staff encourage and cultivate member self-efficacy.
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MEMBER RETENTION
Now that you have signed up your new member, it is important to

implement strategies in order to retain them. Generally, it will be easier to
keep a member than to get a new one. In other words, make sure you retain
new members in order to ensure steady growth.
When discussing retention, there are many variables that come into play.
There are a couple of reasons that a member may choose to leave your
studio which can be avoided. The first reason is that your member is not
enjoying themselves. The second reason is that they aren’t getting results
that they would like to achieve. Therefore, it’s important that you take
a proactive approach to both of these factors and ensure that you are
creating F45 advocates around the world.
A. Member Retention Calendar
Just as there is a process for trial members and converting those individuals
into members, you must also have a process for retaining our members.
This process can be broken down into a few different steps and checkpoints
in order to ensure success and an easy-to-follow process.
1. 7 Days: At the 7-day point, the new member should begin

to feel like they have a decent grasp on the logistics of their
new routine. This is a great time to do a usage check and
reach out to congratulate the member. Ensure that you ask
high-level questions, not just “how are you feeling?” Some
examples include:
a. How are you enjoying the workouts? Is there

anything that we can do differently to provide an
even better experience?
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MEMBER RETENTION
b. How are you doing with following the schedule and program that we set for you during our initial planning session?
c. How is your energy level?
All of these questions are important to ask to anyone starting a new exercise program. You need to ensure that your members are taken care of and
feel safe and supported.
2. 30 Days: Generally, your members should experience noticeable and measurable body composition changes within the first 15-30 days
of an active membership. This is an ideal time to reach out to your member to schedule another InBody scan/evaluation, to edify their
progress, and to give them milestones to look forward to until the next progress check. At this stage, you should also have a close touch-
point with members regarding their membership, as this is also the time frame during which your members should be solidifying a new
routine/habit. We recommend that this check-in happen every thirty days for the duration of their membership. Additionally, this is the
point that you should get your member involved in the F45 Challenge or F45 Playoffs. This will drastically help with engagement and
retention.
3. 90 Days: Hopefully, by this point, your member has experienced the Challenge as well as the Playoffs in the studio. The Playoffs will
provide a baseline strength assessment that we can later compare to future results, enabling us to show strength progressions. At this
point in your member’s program, it is very likely that your member’s body composition will have changed significantly. You should revisit
the planning session to ensure you are providing your members with the correct guidelines to continue their progress. We recommend
that this process be repeated every 90 days.
By following this process, you will help to ensure not only the engagement and usage of your member, but that they are also progressing toward their
goal(s). Remember, the goal of every health and fitness professional should be to not only provide an amazing experience, but to also educate our
members and provide them with the necessary tools to be successful.
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MEMBER RETENTION
B. Milestone Recognition
Every single person who comes into an F45 studio is there to accomplish a common goal, either to maintain a healthy lifestyle or to develop one.
Because of this, it is important that you celebrate your members’ wins with them.
Recognizing milestone accomplishments with your members will greatly enhance your sense of community. It will also motivate your other members
to be consistent so they can achieve the same accomplishments and receive the glory as their teammates.
When celebrating a milestone accomplishment, we recommend that you make every effort to make it memorable. We suggest doing this before class
begins (before the introduction), so that you can be sure you have everyone’s attention and can put the spotlight on your member. Having some sort
of item to recognize your member, like a milestone t-shirt, is a great way to congratulate your member on their accomplishment(s).
Regardless of what you decide to do to recognize and celebrate your members and their accomplishments, make sure that it’s special and that you
share this moment with them. This is an accomplishment for both of you and it should be celebrated.
61
THE CHALLENGE
The F45 Challenge will be one of the key drivers of your studio’s success,
not only for new member acquisition, but member retention as well. The
challenge is tactfully designed to maximize results in a 45-day period that
will create longtime members and walking advocates for your studio.
Leverage the Challenge to generate referrals, which could lead to more
members.
New Member Acquisition
The Challenge is one of the best opportunities for you to grow your
business. Leveraging the Challenge to create excitement around your
studio and generate leads will be vital. It’s essential to ensure that you
leverage key marketing efforts such as, business to business relationships,
your existing member base, and social media, in order to have the most
successful Challenge possible.
Member Retention
The Challenge is designed to create excitement and buzz in your studio,

giving your members the opportunity to refocus their original “why”
or re-analyze themselves to create new goals. Our innovative, dynamic
programming will keep the workouts fresh and new, but the Challenge will
keep members engaged and focused on their results. It has been proven
time and time again that there are two main reasons members quit a fitness
program: one, being bored or feeling stagnant with the workouts; and two,
the lack of results. Leveraging the Challenge will allow you to combat both
of these obstacles through goal-setting, community building, and creating
a healthy [competitive] environment.
62
F45 TRAINING

F45 Performance Manual V2

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PERFORMANCE

PERFORMANCE E. ESTABLISHING YOUR IDEAL PRICE POINT

MANUAL THE SALES PROCESS

What is This Document?

Updates to this document

This manual is provided to the franchisee and is a confidential document.

F45 Training’s workouts are a combination of high-intensity interval

C. Daily Operating Tasks

Daily Sales Training

These points will be explained in further detail throughout this manual.

Previous Day Trial Review

Contact New Leads

Contact All No-Shows

Contact Existing Leads

Low Usage Report

Access Mindbody > Reports > Clients > Last Visit

New Member Check-Ins

Access Mindbody > Reports > Clients > New Members

Social Media Management

• Social media posting

B2B Marketing/Corporate Partnerships

A. F45’s Unique Value Proposition

Principle 1 - Absolute belief in the product/service

Principle 2 - Understand the market

Understanding what your competition is offering to the public is key for

Principle 3 - Charge a premium price

One of the most difficult aspects of becoming a great brand is understanding

B. Who is Your Ideal Client?

1. What is the gender ratio in your territory?

1. Establishing Pricing Structure

C. Creating Your Power Statement

1. Explain 1-on-1 training in a group environment

Here is an example of a Power Statement for your reference:

Boutique Fitness Studios

E. Establishing Your Ideal Price Point

Setting Your Pricing

Operational Pricing (Example Only)

• Unlimited Month-to-Month Membership - $66 per week

Keep your options simple.

Pre-sale Pricing (Example Only)

1. Improve your communication with prospective members

specifically to their wants, needs, and motivations.

The Busy Mother

The Busy Business Person

Where to Find Your Leads

Leads will funnel into various channels, such as Playbook, Mindbody /

B. Contacting Your Lead

Asking Qualifying Questions

1. How did you hear about us/F45?

Uncovering the Problem

1. What are your specific goals?

Delivering Your Power Statement

1. Do you prefer mornings or afternoons?

Concluding Your Call: Example Script

3 Days On 3 Days Off

• Day 1 - Phone call, text message, and email

• Day 1 - Phone call, text message, email

Example Text Message

Meeting Your Potential Member

• Are you from the area?

The Studio Tour

Example Tour Script

Intake / Discovery Document

• What are you trying to achieve?