➡️🚪 “They Loved the Workout... But Didn’t Join?” Here’s Why.

👋 Hey Visionaries,

Here’s a sharp truth we uncovered on a coaching call this week:

Leads aren’t your problem. Confidence is.

You don’t need more trialers. You need more conviction at the end of the trial.

Joey from F45 is delivering powerful classes. The leads are showing up, smiling, high-fiving.

But when it’s time to ask them to join? The energy drops. The invite never lands. The moment passes.

And it’s costing growth.

This week, we’re going deep on the “last 5%” — the confidence to close, and why it makes or breaks your studio's future.

Let’s go.👇

🎧 Prefer to Listen?

Catch this edition’s audio breakdown in the FitVision podcast, available now in the Supafitgrow Circle Community.

💡 What We Miss: You Can’t Coach Someone You Didn’t Convert

Fitness pros love to talk about impact; helping people change their lives, get stronger, feel better, and show up for themselves.

But there’s a painful truth we often overlook:

You can’t coach someone who didn’t join.

If we’re not converting trialers, we’re not changing lives. We’re just hosting workouts.

And while hosting can build goodwill, it doesn’t build a business.

Every intro class, every tour, every “hey, welcome in” moment is a doorway to transformation.

But unless we walk them through it — confidently, clearly, and without apology—we leave them outside, full of potential but paralyzed by indecision.

Think about that for a second: Someone saw your ad. Clicked. Booked. Showed up. They want something to change.

If they don’t join, it’s rarely because they didn’t like the workout. It’s because we didn’t lead them to the next step.

🔥 The Real Gap: It’s Not Sales Technique. It’s Internal Dialogue.

Let’s kill the myth right now:

If you’re not converting, it’s not because you “don’t know how to sell.” It’s because you’re telling yourself a story that makes asking feel awkward.

This is the real bottleneck for most coaches and managers:

• “I don’t want to seem pushy.”

• “They’ll ask if they’re interested.”

• “They probably need time to think.”

• “I’m not a salesperson.”

These stories feel protective, but they’re passive. And passivity is expensive.

The issue isn’t that you're missing the words. It’s that you don’t believe you’re allowed to use them.

What we’ve seen again and again is this:
💥 Coaches who are confident in the results they deliver
💥 Coaches who believe they’re helping, not hustling
💥 Coaches who see the close as service

→ Convert more, retain longer, and lead better.

Confidence isn’t a vibe. It’s a skill. And just like lifting, it’s built through reps, not wishes.

What Joey said (and what thousands of coaches think):

“I’m great at delivering the class. But I freeze when it’s time to sell.”

Here’s what Benji told him:

“Selling isn’t a dirty word. But if it still feels dirty, replace it.”

Instead of selling a membership, try:
✅ Prescribing a plan that helps them win
 ✅ Leading them toward the result they came for
 ✅ Converting curiosity into commitment

People don’t want to be pitched. But they do want to be led with certainty.

🎯 From Trial to Transformation: The “Confident Coach Close”

Here’s a simple, repeatable framework to confidently guide someone from trialer to full member, without sounding scripted or salesy.

🗣 1. Prime the Reflection

“How did that feel for you today?”

Ask it with presence. Let them answer fully. Don’t rush. This invites emotional reflection and gives them a moment to realize how good it felt.

🎯 2. Connect Their Why

“You mentioned wanting more structure / energy / accountability — does this feel like it could be part of that for you?”

You’re not pitching. You’re reconnecting them with their original goal. This grounds the moment in their why, not your what.

🧪 3. Prescribe the Best Path

“Here’s what I’d recommend for you: [Plan Name]. It’s $X/month, includes [value anchor], and gives you everything you need to hit your goal.”

Key: Say this calmly and clearly. Like a coach telling an athlete what their next lift is.

🤝 4. Lead with Certainty, Not Pressure

“If you’re ready, we can get that started now. And if you want a day to think, let’s get you into another class while you decide.”

Don’t fear hesitation, pre-frame it. This keeps the door open but keeps you in the lead.

🧠 FINAL TIP: Present, Don’t Push

Confidence doesn’t mean convincing. It means believing in your offer and prescribing it like a fitness plan, because it is.

If you saw someone squatting with bad form, you’d correct it. If you see someone leaving without a plan, you should guide them.

Same mindset. Different moment.

🚀 Weekly Action Plan

✅ Audit your trial flow — is the "ask" built in or optional?
✅ Train coaches on the Confident Coach Close framework above
✅ Roleplay 2 objection scenarios (pricing & “I need to think”)
✅ Rewrite your script: replace “sell” with “recommend” in team language
✅ Track 7-day trial conversion % this week (and share what you learn)

📘 Resource Drop: The Confidence Conversion Kit

🎯 Want scripts, slides, and conversation templates that help your coaches lead the last 5% like pros?

We got you.

→ The Confidence Conversion Kit
✅ Objection-flipping scripts
✅ Membership plan explanation templates
✅ "Post-class moment" scripts
✅ Team roleplay guide

👉 [Access inside the Supafitgrow Circle]

🗣️ Share Your Story!

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Here’s to building your vision!
Michael Friedman - Chief Editor