Reimagining Member Engagement: Lessons From The Sales Arms on Building Brand Ambassadors
Partnership
Sponsored By The Sales Arms
The Sales Arms execs explain how boutique fitness brands can build a culture that prioritizes turning members into long-term brand advocates
As consumers grow increasingly discerning about their personal health and wellness, so too do their choices regarding where to pursue these experiences. In 2025 and beyond, how studios and gyms respond to this shift will determine their success — or their failure.
We’ve entered a new era of fitness operations, where offering great classes, cutting-edge modalities, and state-of-the-art equipment is no longer enough. The gym down the street likely offers the same. Differentiation now hinges on something more personal: human connection. It’s about curating an experience that feels unique and intentional, starting the moment a prospect lands on your website.
From crafting a welcoming first visit to personalizing their first class, every touchpoint should reflect a thoughtful approach to building relationships that last — ensuring members feel seen, valued and inspired to remain part of your community for years to come.
“Gone are the days of simply securing a contract and letting members navigate their own experience,” says Chris Appiah, Founder and CEO of The Sales Arms.
“Success lies in guiding them, supporting them and making them feel seen and valued every step of the way.”
The Sales Arms has certainly mastered this high-touch approach. And — they take it one step further — turning members into advocates who champion the brand.
“If studios approach relationship-building right, they can transform the average gym-goer into not only a loyal member, but a passionate advocate — an enthusiastic brand ambassador for the business — which is a win-win for all,” Appiah adds.
Hospitality at the Heart of Fitness
The evolving standard for fitness operations increasingly aligns with the hospitality industry, focusing on attentive listening and delivering personalized care at every turn.
Stephanie Bradley, Vice President of Business Development at The Sales Arms, emphasizes this, saying, “People want to feel heard. They want an experience tailored to their goals and aspirations. It’s about creating a journey that evolves over time and keeps them invested.”
Appiah likens the role to that of fitness doctors.
“We help to develop a personalized fitness prescription for each individual,” he explains. “This isn’t a one-size-fits-all approach. It’s about curating the experience for each member and extending that journey over the long haul.”
The Sales Arms approaches this in a way that meets the member where he or she is. Instead of rushing to get from point A to point Z, they focus on incremental milestones — point A to point B, then B to C and beyond.
“By creating a roadmap and consistently checking in, members feel continually supported,” Bradley says. “When they know the next steps and see progress, they’re more likely to stay committed and invested.”
This strategy also addresses a common issue in fitness: the post-signup drop-off.
“People often start a new workout routine and go really hard in their first few workouts,” Appiah says. “That leads to soreness, and they ‘take a break’ to recover — but many never come back. If nobody’s following up to keep them motivated and accountable, they’ll likely fail. That’s where we come in.”
Balancing Technology & the Human Touch
More than ever, technology is playing a role in fitness operations, and The Sales Arms is harnessing it to help tee up effective and ongoing human interaction.
“Everyone is approaching AI differently and trying to figure it out,” says Appiah.
“We use it as a strategic assistant to ensure no touchpoint is missed — whether it’s outreach, follow-up or ongoing communication. It’s not about replacing the human connection but facilitating it, making every interaction consistent and meaningful,” he adds. “This approach allows us to deliver the highest level of hospitality, acting as the ultimate concierge for members while keeping the personal touch intact.”
Bradley spells it out further: “Sending an automated message asking, ‘How was your class?’ is fine. But reaching out with, ‘I noticed you tried a new instructor today and hope your ankle is feeling better after you twisted it during your run last week,’ creates an entirely different impact. It’s about making people feel seen and heard.”
Appiah adds that this personalized connection sets businesses apart in an increasingly competitive landscape. “In an age where everyone’s relying on automation, a real person reaching out can make all the difference.”
Another way The Sales Arms makes a difference is by providing consistency.
“Staff turnover is one of the biggest challenges fitness studios face and consistency in member engagement can falter when key team members leave,” explains Appiah. “Our team is always in place, ensuring that there are no gaps in the high-touch experience, regardless of changes in staffing.”
The Result: Advocates, Not Just Members
Beyond the stickiness that this deep relationship-building yields, the true power lies in its ability to create advocates, not just members. When individuals form a meaningful connection with their gym or studio, it transcends from being merely a place to work out to their sanctuary, their community.
“When you deliver an amazing experience, members naturally want to share it,” Appiah says. “They tell their friends, bring them along, and help grow your community. That’s the power of getting it right.”
Running a fitness business is no easy feat, with countless moving parts and challenges; but with the right support in place, it can be a rewarding and impactful endeavor. The Sales Arms’ approach — grounded in personalization, human connection and consistency — offers a roadmap for studios and gyms looking to thrive in this new era.
“It’s rewarding to be able to tell operators, ‘Take a breath — we’ve got you,” says Appiah. “When operators and their staff are supported, they can deliver the great experience that drew them to this industry in the first place,” he says. “And that’s where the magic happens.”
This article originally appeared in ATN’s Member Success Blueprint Report 2025, which highlights essential steps brands will want to take to ensure success in the current calendar year and beyond. Download the free report.