What should a sales associate emphasize during a client follow-up?

Emphasizing membership benefits during a client follow-up is essential because these benefits directly address the client's needs and motivations for joining Orangetheory Fitness. By focusing on membership benefits, the sales associate can highlight how the membership will enhance the client's fitness journey, support their goals, and provide value beyond just sessions or training options. This approach helps to build a stronger association between the client’s motivations and the value offered by the memberships, making it more likely that they will engage and commit.

Discussing pricing options or personal training availability, while important, doesn't capture the holistic view of why the client should choose Orangetheory Fitness over competitors. Pricing can be a sensitive topic and could lead clients to concentrate on cost rather than on the overall value and experience. Similarly, while personal training is a valuable resource within the studio, the membership benefits encompass a broader range of value, including access to classes, community support, and other incentives, which can be pivotal in the decision-making process for potential members.