Sherri McMillan, contributing columnist

McMillan, contributing columnist

Sherri McMillan has been inspiring the world to adopt a fitness lifestyle for more than 20 years and has received numerous industry awards, including the 2010 CanFitPro International Fitness Presenter of the Year, the 2006 IDEA Fitness Director of the Year, the 1998 IDEA Personal Trainer of the Year and the 1998 CanFitPro Fitness Presenter of the Year. She is a fitness trainer, fitness columnist for various magazines and newspapers, author of five books and manuals, including "Go For Fit - The Winning Way to Fat Loss," "Fit over Forty" and "The Successful Trainers Guide to Marketing." She is a featured presenter in various fitness DVDs, an international fitness presenter and a spokesperson for Nike and PowerBar. She can be reached at or

How to Keep a Personal Trainer's Schedule Full and Build Referrals 
Keeping a full training schedule requires an entrepreneurial mentality. It requires leadership from the personal training director and a reason for personal trainers to take full ownership of their schedules.
Five Tips that Will Help Your Trainers Sell Personal Training 
Even though directors of personal training need to set sales goals and establish bonuses to drive the department's financial success and viability, that cannot be your primary focus and approach with your team. Here are five sales tips to share with your trainers that may help them understand the importance of sales.
Help Prospects Overcome Membership Purchasing Objections and Reach Their Fitness Goals
Most prospects and members mention the same obstacles to joining a health club, which means that if your staff is prepared with responses to help people overcome those obstacles, you will be successful.
How to Run a Highly Profitable Weight-Loss Challenge 
Offering a competitive weight-loss challenge with a variety of pricing options at your club can help increase revenue.
Focus on the Big Picture for Fitness Business Success 
Fitness business owners and managers should look at the big picture to make sure that they are taking the steps necessary for long-term success.
How to Best Utilize Advertising at Your Health Club
At some point, your business will be in a position to begin a strong external advertising campaign. But, you want to be smart about spending your money so you’re not throwing it out the window.
How to Determine a Fair Compensation Package for Your Personal Trainers
Salaries are the highest expense in the budget for most fitness facilities, which is why your set up on your compensation packages is so important, especially for your personal trainers.
Ten Commandments of Exceptional Customer Service in the Fitness Industry
One of the largest obstacles health club staffs must overcome is selling their product to people who may not like to exercise. This obstacle can be combated by paying close attention to your customer service and making sure you make your members' exercise experience as enjoyable as possible.
Cancellation Policies Can Make or Break Your Club’s Personal Training Business
Personal training departments without a solid cancellation policy are not as successful as they could be.
Managing Employee Issues Can Lead to Better Staff Retention at Your Health Club 
How health club operators can handle employee issues efficiently.
Gift Cards and Word-of-Mouth Referrals Boost Health Club Revenue
You must have an aggressive, effective and systematic approach to encouraging referrals.
Setting Revenue and Productivity Goals for Your Personal Trainers
It’s important to remember the positive impact of having, tracking, achieving and re-assessing goals. Here are a few ways we set financial and productivity goals for our training teams.
Profitable Personal Training Departments Begin with Centralization and Automation
To be profitable, personal training departments need automated systems for setting appointments, doing payroll and point of sales.
Holiday Planning for Member Retention and Enhanced Sales
The holidays are just around the corner, presenting fitness club owners and their staff with the perfect chance to do something special for club members. Here are some things you can do to catch their attention this time of year.
Developing a 12-Month Marketing Plan for Fitness Directors
A good marketing plan should include internal initiatives, external initiatives and team development.
Executive Insights Videos
Nov 13, 2014
Club Industry

Exhale: How a Boutique Well-being Brand Thrives  

Annbeth Eschbach, CEO of exhale, shares why she created her boutique studio brand and how she plans to grow her business in New York and beyond....More
Master Class Videos
Apr 21, 2014
Club Industry

Preview: Close More Sales by Using Three Concepts and the Four-Chain Link 1

Use this plan to inform, inspire and persuade so you can close more membership sales....More

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