Overcoming 16 Common Sales Objections for Gyms and Fitness Studios 

Veronica Oquendo
12 April 2024

Objections are an unavoidable truth of selling, but it doesn’t have to be the end of the conversation. If you’re able to anticipate what your prospect’s objections will be, you stand a better chance of overcoming them.

Every “no” or “I’ll think about it” from a potential member is a missed opportunity to grow your community and strengthen your business’s financial health. Think of each objection as a personal trainer for your sales strategy, challenging you to push harder, think more creatively, and ultimately become stronger in your approach. 

What is a Sales Objection?

Getting hit by sales objections is a common part of interacting with potential members. These concerns often revolve around cost, the range of facilities and services, or the individual’s readiness to commit to a fitness routine.

Addressing these objections effectively is not just about overcoming barriers; it’s about building trust and demonstrating the value your gym or fitness studio brings to their lives. But don’t put it in a bad light! Objections are an opportunity to highlight the unique aspects of your services, such as personalized fitness plans, state-of-the-art equipment, or a supportive community atmosphere that distinguishes your gym from the rest.

Key Elements to Overcome Objections


Any skill can be mastered if you practice enough! Regular role-playing exercises allow you to simulate sales scenarios, preparing you for actual interactions. Make it a habit to seek feedback from your peers or mentors after these sessions. Their insights can pinpoint areas for improvement. 

Sell Your Services on Value, Not Price 

Focus on selling the value of your services, not just the price. Highlight what sets your gym apart, such as unique programs, state-of-the-art equipment, or a supportive community. Emphasize how these benefits can help potential members achieve their fitness goals, offering them something truly valuable beyond a price tag. Remember, when people see the value in what you’re offering, they’re more likely to invest, regardless of the cost.

Create a Sense of Urgency

Creating a sense of urgency can motivate prospects to act quickly. You can do this by offering limited-time promotions or highlighting the benefits of starting their fitness journey today. It’s about making them feel that they’re missing out on an opportunity for change by delaying. This strategy should always aim to help prospects see the immediate value in joining your gym, encouraging them to take action sooner rather than later.

Ask Open-Ended Questions

Asking open-ended questions is key to understanding your prospects’ true needs and concerns. These types of questions encourage them to share more about their fitness goals, challenges, and what they’re looking for in a gym. By doing so, you can tailor your responses more effectively, addressing their specific situations and demonstrating how your gym can meet their needs. This approach not only helps in overcoming objections but also builds a deeper connection with potential members.

Leverage Social Proof and Success Stories

Leveraging social proof and success stories can be incredibly persuasive. Share testimonials and experiences from current members who have achieved their fitness goals with your gym’s help. Highlighting real-life transformations and positive outcomes helps to alleviate doubts and showcases the value of your services. This approach addresses common objections and inspires confidence in potential members, making it easier for them to envision their own success within your fitness community.

Show Empathy and Understanding

Empathy and understanding are crucial in building trust with your prospects. Acknowledge their concerns and validate their feelings. This demonstrates that you genuinely care about their fitness journey and are not just trying to make a sale. By connecting on a personal level and showing that you understand their challenges, you create a supportive environment that encourages them to take the next step with confidence.

Be Confident and Honest

Being confident and honest goes a long way in building credibility with your prospects. Confidence in your gym’s offerings reassures potential members that they’re making the right choice. At the same time, honesty about what you can and cannot provide sets realistic expectations and fosters trust. This balance ensures that prospects feel informed and supported, making them more likely to commit to a membership with your gym.

Ask for the Relevant Close

The ultimate goal of the sales process is to secure a sale, yet not every conversation will directly lead to this outcome. Asking for the relevant close will help you move down the funnel and open the door for future interaction. 

Listen carefully to their goals, concerns, and preferences throughout the discussion. Then, propose a membership option that aligns with what they’re looking for, making it feel like the natural next step for them.

Learn More: The Psychology of Sales: How to Sell More Gym Memberships

16 Common Objections and How to Overcome Them 

1. “Your memberships are too expensive”

Response: “I completely understand your concerns; thanks for being honest and bringing this up. It’s important to me that you feel confident that you’re getting great value for your money, and I want to help you start your fitness journey. How about we walk through the benefits you’d be getting and find a plan that fits your fitness and financial needs?”

💡 Why it works: This response shows empathy by acknowledging the financial concern while reinforcing the value provided. It also invites the prospect to a dialogue, which can help tailor the offer to their budget and needs, making the gym’s services feel more accessible and worth the investment.

2. “I need to talk to my spouse/partner first.”

Response: “I totally get it, I know my partner would want to be involved as well. How about we schedule a follow-up after you’ve had the chance to discuss it? This way, I can answer any questions both of you might have.”

💡 Why it works: It shows understanding and respects the prospect’s decision-making process while also keeping the door open for further conversation.

3. “I don’t have enough time.”

Response: “Many of our members felt the same way before joining. That’s why we offer flexible hours and quick, effective workout plans.The first step is to start, and then everything falls into place. How does fitting in a 30-minute workout into your schedule sound?”

💡Why it works: It addresses the time constraint by offering a practical and flexible solution that fits busy schedules while reassuring the prospect that it’s feasible. Offering a specific, manageable commitment of a 30-minute workout makes the idea of joining less daunting and more attractive.

4. “I can work out at home.”

Response: “That’s fantastic that you’re committed to staying active at home! It’s a great base to build from. What we offer here, though, is a community that supports and motivates each other and expert trainers who are always on hand to guide you, to get the most out of your workout. And, of course, you’ll have access to a wide range of equipment that might not be available at home. Would you like to come in and see the difference it could make for your fitness journey?”

💡Why it works: This response acknowledges the prospect’s efforts to work out at home, which builds rapport and trust. It then gently introduces the additional benefits of joining the gym without dismissing the prospect’s current efforts, fostering a positive and supportive connection.

5. “I don’t know how to use gym equipment.”

Response: “That’s what we’re here for! We provide personalized orientations and can design a workout plan that gradually gets you comfortable with all the equipment. How about we start with a guided tour?”

💡Why it works: It reassures the prospect by offering support and personalized guidance, making the gym experience less intimidating.

6. “I don’t need a gym to stay fit.”

Response: “It’s impressive that you’re maintaining your fitness independently, and that’s exactly the kind of dedication we love to see here. What we offer is a chance to diversify your routine with new challenges and advanced equipment that can take your fitness to the next level. How about a complimentary trial to explore some fresh options and see how they might enhance what you’re already doing?”

💡Why it works: This response acknowledges and praises the prospect’s current efforts, which fosters a positive emotional connection. Suggesting the gym as a complement to their existing routine rather than a necessity reduces any perceived pressure. Offering a trial lets them experience firsthand how the gym can add value, making the suggestion both inviting and low-commitment.

7. “The gym is too crowded.”

Response: “We understand that a crowded gym can be off-putting. We manage gym capacity to ensure everyone has a comfortable space to work out. Let’s find off-peak hours that work best for you.”

💡Why it works: It acknowledges the concern and provides a solution by suggesting less busy times, showing the gym’s commitment to a positive member experience.

8. “I’m too out of shape.”

Response: “Everyone starts somewhere, and we’re here to support you at every step of your fitness journey. What’s great about our gym is that our trainers are here specifically to support you. They’ll work with you to tailor a program that suits your current fitness level and helps you progress at your own pace. Our community is also incredibly welcoming and supportive; you won’t be sorry.”

💡Why it works: This response recognizes the emotional barriers that feeling out of shape can create and reassures the prospect that they will receive personalized support. Highlighting the welcoming nature of the gym community further reduces anxiety about starting their fitness journey, making the gym feel like a safe and supportive space to begin.

9. “I don’t want to get locked into a contract.”

Response: “We understand the need for flexibility, which is why we offer different membership options, including month-to-month plans. Let’s find one that gives you peace of mind.”

💡Why it works: It directly addresses the fear of commitment by highlighting flexible membership options.

10. “I’m too old/young.”

Response: “I understand your concern, and it’s wonderful that you’re considering your fitness at your age. Here, we truly believe that fitness is for everyone, no matter the stage of life. We have a range of programs designed to cater to different age groups, and our trainers are also here to help personalize your experience and make sure you feel comfortable and supported from day one. How about we take a closer look together at some options that would be perfect for you?”

💡Why it works: It reassures the prospect that the gym is inclusive and offers something for everyone, regardless of age.

11. “I’m intimidated by gyms.”

Response: “I completely understand how the gym environment can feel a bit overwhelming at first. It’s important to us that you feel comfortable and welcomed right from the start. How about I give you a personal tour so you can see for yourself how friendly and supportive our community is? You’ll get to meet some of our staff and members who, just like you, were once new and might have felt the same way.”

💡Why it works: It acknowledges the intimidation factor and offers a personal, low-pressure way to become familiar with the gym environment.

12. “Your gym is too far from my house/work.”

Response: “I completely get that convenience is crucial when it comes to sticking to a fitness routine. Although we’re a bit of a distance from your home or workplace, many of our members find that the extra few minutes of travel pay off in terms of the quality of our facilities, the variety of our programs, and the warmth of our community. How about I offer you a free trial week to experience it for yourself? You might find that the drive is more than worth it once you see what we have to offer.”

💡Why it works: It doesn’t dismiss the concern but suggests the unique benefits and experience might outweigh the inconvenience of distance. Offering a free trial week is a convincing, low-risk way for the prospect to experience firsthand whether the benefits outweigh the inconvenience of the location. This approach makes the suggestion more tangible and appealing.

13. “I have a health issue/injury.”

Response: “Your health and safety are our top priorities. We can work with your healthcare provider to design a program that supports your recovery and fitness goals. Let’s discuss how we can accommodate your needs.”

💡Why it works: It shows care for the prospect’s health and offers a customized approach to fitness, accommodating their health issues or injuries.

14. “I’m not sure I’ll use the membership enough.”

Response: “Let’s find a membership plan that matches your lifestyle. We can start with a flexible option, allowing you to see how often you come in without feeling pressured.”

Why it works: It addresses the concern about value for money by offering flexible membership options.

15. “I want to try other gyms before I decide.”

Response: “Finding the right fit for your fitness journey is important. We’re confident in what we offer and would love for you to include us in your trials. How about we set you up with a complimentary pass?”

💡 Why it works: It respects the prospect’s desire to explore while confidently inviting them to experience the gym’s unique offerings.

16. “Do you do discounts for students/military?”

Response: “Absolutely, we deeply appreciate the commitments made by students and military personnel. We’ve tailored special membership rates just for you. This is our way of ensuring that our gym is both affordable and beneficial to your lifestyle. Why don’t we go over these options together so we can find the perfect fit for your fitness needs and budget?”

💡Why it works: It acknowledges the prospect’s special circumstances and offers a tangible benefit to address their situation.


Overcoming objections is a vital skill in building a successful gym business. Objections are a great chance to connect better with your prospects and show them how well you understand their needs. Good objection handling will help demonstrate your gym’s commitment to its members, building rapport and trust.