Breaking Presale Records: Setting the Stage for Success

When John Herrera and his team opened the Alloy Alamo Heights location in San Antonio, TX, they set their sights on breaking presale records—and they did just that, signing 150 members by the end of the first month. But how did they do it? John believes the key was a combination of relentless follow-up, strategic marketing, and genuine care for each lead.

By the end of the presale period, Alloy Alamo Heights wasn’t just a gym; it was a community that was already thriving, and that was critical for long-term retention.

“We were at 150 members by the end of the first month, which is a huge win. But it’s not just about the numbers; it’s about the referrals and the relationships that were formed during that time,” John explains.

Organic Marketing and Community Outreach

One of the first steps John took was to hit the ground running with local outreach. While waiting for formal training, John began networking with local businesses that fit the gym’s model—places like estheticians, massage therapists, and drip bars. This allowed him to establish a local presence and create a network of referrals even before the gym opened its doors.

John also made sure to flood his social media with content aimed at creating brand awareness. “I wore my Alloy shirt everywhere I went and always carried business cards. People would ask me what Alloy was, and I’d explain it to them. That organic marketing, before we even got the official training started, was huge,” he says.

Additionally, digital ads played a major role in Alloy’s pre-sale success. John utilized videos from his past experience in Utah and submitted them to the marketing team, which then launched the ads to drive traffic. By using a budget of $200-$210 per day, they ensured that they got in front of as many local leads as possible.

“The more leads you get, the more conversations you can have, and the more chances you have to convert,” John says. His relentless follow-up and early social media campaigns helped build an engaged and enthusiastic audience before the doors even opened.

Speed-to-Lead: The Importance of Quick Follow-Up

One of John’s core strategies for converting leads into committed members was his “speed-to-lead” approach. In sales, timing is everything, and John knew that the quicker he could respond to a lead, the more likely they were to engage.

“I’ve always been huge on speed to lead,” John explains. “I try to get in touch with them within two minutes of their inquiry.

The faster I can reach out, the better the conversation goes. People appreciate the speed, and that sets the tone for a positive relationship.”

This immediate follow-up was crucial, especially in a competitive market where leads could easily get distracted or lose interest. John’s approach ensured that Alloy Alamo Heights stayed top-of-mind for everyone who expressed interest.

Overcoming the Fear of “Bothering” Leads

For many salespeople, the fear of bothering potential customers with constant follow-up is a major barrier. John, however, doesn’t view his persistence as a nuisance but as a necessary part of the sales process.

“The whole point of presales is to give yourself a chance to get them in the door. They put their name and information down for a reason. They want to know more, and you shouldn’t feel bad about reaching out,” John states.

This mindset was pivotal in overcoming the reluctance many people feel when faced with rejection. John believes that for every person who gets upset, there are many others who will appreciate the quick follow-up. You’re going to have 10 people who are thankful you reached out, and the few people who aren’t interested don’t matter. You just have to focus on helping as many people as you can. By reaching out consistently, John was able to turn those hesitant leads into loyal members, further building his community.

Referrals: Leveraging Existing Members for Growth

Another major contributor to the presale success was John’s ability to leverage referrals from early sign-ups. In fact, nearly a third of the members who signed up during the presale came from referrals.

“We incentivized referrals right from the beginning,” John explains. “We offered rewards like free massages for anyone who referred someone, which helped create a sense of community.

I think people genuinely want to share a good thing with their friends and family.”

This organic referral process was crucial in filling up the gym quickly. John used his personal relationships, including those with local business owners, to help drive word-of-mouth marketing and get new prospects in the door.

Setting Expectations for Long-Term Success

As part of the pre-sale process, John made sure to set clear expectations with each new member. He explained that while motivation might be high at the start, consistency and discipline would be the key to long-term success.

“We had a lot of people excited when they signed up, but it’s important to remind them that motivation is temporary,” John says. “What we’re really trying to build here is discipline and consistency. These are the things that will keep you coming back when motivation fades.”

Additionally, John made sure each new member received a personalized fitness plan through the Alloy app, which allowed them to get started on a workout program even before the facility was fully operational.

Low Churn: How John Maintained Engagement

While many gyms see high churn rates during the pre-sale period, Alloy Alamo Heights managed to keep churn low, thanks to a few simple but effective strategies. First, John ensured that everyone who signed up had a clear plan in place. He personally set up each new member’s training program through the app, giving them actionable steps to take from day one.

Additionally, the emphasis on personalized follow-up texts made a huge difference in retention. John’s team would send messages to members after each session, thanking them for coming in, reminding them of their progress, and offering encouragement.

“Those messages go a long way,” John says. “It’s not just about the workout; it’s about letting the members know you care and that you’re paying attention.”

Key Takeaways for Fitness Business Owners

John’s success at Alloy Alamo Heights is a great example of how combining a strong sales strategy with personalized care can lead to remarkable results. If you’re looking to build a fitness business that thrives, here are some key takeaways:

Speed-to-Lead: Quick follow-ups with potential leads show that you’re serious and ready to help. Responding within minutes of their inquiry can make a significant difference.
Referral Program: Don’t underestimate the power of referrals. Encourage your members to bring in their friends and family, and make it easy for them to do so with rewards and incentives.
Set Clear Expectations: From day one, set the tone for what members can expect from the program. It’s important to highlight that fitness is a long-term commitment that requires consistency.
Personalized Care: Go above and beyond with personalized follow-ups, whether it’s through text messages, calls, or social media engagement. Make your members feel seen and valued.
Build Relationships: The more personal you get with your members, the more likely they are to stay long-term. Building relationships is the key to keeping churn low and ensuring that your gym becomes a community.

By focusing on these strategies, John Herrera has proven that it’s not just about the numbers—it’s about creating an experience that people value and want to share with others.

If you’re ready to take your fitness business to the next level, learn more about how Alloy’s system can help you succeed. Visit Alloy Personal Training for more information or check out the podcast for more tips on growing your fitness business.

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John Herrera

Rick Mayo