The Power of Personal Touch in Sales and Retention, with Chris Appiah
In the boutique fitness industry, most studio owners don’t start their business because they love sales. They start because they’re passionate about movement, health, and building a thriving community. But as Chris Appiah—founder of The Sales Arms and former VP of Sales for a major boutique fitness franchise—points out, passion alone doesn’t pay the bills.
With a track record of boosting studio memberships by over 500% and revenue from $25K to $65K per month, Chris has seen firsthand what separates studios that thrive from those that barely survive. In this episode of Multi-Studio Mastery, we dive into the real sales and retention strategies that fuel sustainable studio growth.
The Truth About Sales in Boutique Fitness
One of the biggest misconceptions about sales? That it’s about “convincing” people to buy. Chris flips that narrative entirely:
“Stop selling. Start prescribing.”
Most people walk into a studio already knowing what they want. They’re not looking for a hard pitch—they’re looking for guidance from a professional who can help them reach their goals. Sales success isn’t about pushing memberships; it’s about listening, understanding, and matching people with the best plan for them.
The best studios recognize that sales is just an extension of coaching. It’s about meeting potential members where they are, understanding their pain points, and mapping out a clear path to success—whether that’s weight loss, strength, mobility, or community.
The Number One Sales Killer in Studios
So why do so many studios struggle to convert leads into members?
According to Chris, the biggest issue isn’t pricing, competition, or even marketing—it’s who’s handling your sales process.
Most front desk staff or coaches responsible for selling memberships aren’t trained in sales. They’re often young, in entry-level roles, and learning on the job. Meanwhile, the studio owner—who might understand the business—doesn’t have the bandwidth to coach them effectively.
Chris’s solution? Stop trying to make every staff member a salesperson, and instead look for natural communicators.
“The biggest attribute you should look for isn’t sales experience—it’s someone who is genuinely personable and seeks out conversation.”
Overcoming objections and closing deals can be trained, but that natural ability to connect? That’s what makes someone great at sales in a fitness setting.
Why Automations Can’t Replace Human Connection
AI, automations, and SMS follow-ups have become standard in studio marketing. And while they’re critical for efficiency, they’re not enough on their own.
Chris warns against over-relying on tech without maintaining a personal touch. Studios performing the best right now? They’re the ones using automation to handle the tedious tasks—but making sure that real human interaction happens at the right moment in the sales process.
“If you’re automating everything, what’s setting you apart from your competitors who are doing the exact same thing?”
That human connection is the difference between a prospect feeling like just another lead in your funnel—or a future long-term member who sees the value in your community.
Retention: The Sales Strategy No One Talks About
Retention and sales are often seen as separate functions—but they’re deeply intertwined.
If your studio has a strong retention system, your sales pipeline is constantly being fueled by happy members who naturally refer their friends. On the flip side, if members are churning out as fast as new ones are signing up, your sales process turns into an expensive, exhausting cycle.
Chris emphasizes that great retention starts with:
- Ongoing member check-ins: Tracking attendance and reaching out when someone hasn’t shown up in a week.
- Community integration: Encouraging members to engage with each other so they feel connected beyond the workout.
- Celebrating small wins: Recognizing milestones like five or ten classes—because momentum leads to long-term commitment.
“Your members are your biggest advocates. Get them talking to new people, sharing their experience, and helping to sell what you offer.”
Scaling Sales Across Multiple Locations
For studio owners with multiple locations—or those planning to expand—Chris strongly recommends centralizing sales efforts.
Rather than having each location operate its own disjointed sales process, a dedicated sales manager or team overseeing multiple studios ensures consistency, stronger conversion rates, and better reporting.
This approach streamlines accountability, prevents location-based inconsistencies, and frees up studio managers to focus on operations, community, and retention.
Final Takeaway: The Playbook for Growth
The most successful boutique studios don’t leave sales to chance. They train for it, systematize it, and prioritize it just like they would with programming or coaching.
Chris’s top advice?
- Find the right people. Sales isn’t about scripts—it’s about human connection. Hire for personality first, train for skill second.
- Use automation strategically. AI is a great tool, but it should never replace real conversations.
- Integrate sales and retention. Every touchpoint—before, during, and after a sale—should reinforce why someone should stay.
- Make sales a team effort. Your members are your biggest sales asset—let them help you grow.
Want to hear the full conversation? Listen to the episode here.
