Service
Gym Front Desk and Sales Checklist
- Who checks
- Club manager or sales manager
- When
- Weekly during the weekday evening peak; CRM items can be checked at any time
- Time
- ~50 min · 29 items
| Location | Date and time | Inspector | Signature |
The front desk and the sales team make money for the club — and lose it: an unlogged lead, a missed call, a guest visit with no next step, a membership sold without explaining the freeze and refund terms. The last one is especially costly, because disputed contracts turn into refunds and complaints.
The audit has three parts: observing the desk at peak time, reviewing calls and leads in the CRM and call recordings, and sitting in on one guest visit (or reviewing it with the sales rep in the CRM). Time standards in this checklist are guidelines; replace them with your club's own standards. Afterwards, give each team member specific feedback item by item, not an overall score.
Front Desk and Waiting Area
-
1
Only work materials are on the front desk No food, no personal phones in view, no bags or personal items; brochures and wristbands are in their places.☐ Yes☐ No
-
2
Membership prices and terms at the desk and on screens are current Check against the current price list: no expired promotions or old prices.☐ Yes☐ No
-
3
Waiting area is tidy and furniture is clean Sofas and tables have no stains or litter; brochures are not crumpled and are neatly arranged.☐ Yes☐ No
-
4
Front desk staff wear the club uniform and name badges Name badge is clearly visible; uniform meets the club standard.☐ Yes☐ No
Greeting and Member Service
-
5
Members at the desk are greeted within 10 seconds Even when on the phone, the receptionist makes eye contact and gestures to show they have seen the member.☐ Yes☐ No
-
6
Regular members are greeted by name When a member checks in, their name shows in the CRM and the receptionist uses it in the greeting.☐ Yes☐ No
-
7
The queue at the desk during peak time stays within the club standard Observe for 15 minutes at peak; if the queue exceeds the standard (e.g. 3 people), a second staff member joins the desk.☐ Yes☐ No
-
8
Member complaints are logged and a response time is given The receptionist does not argue, logs the complaint in the CRM or logbook and tells the member who will contact them and when.☐ Yes☐ No
-
9
Departing members are seen off with a goodbye The receptionist takes back the wristband and towel and says goodbye; where relevant, reminds them about their next booking.☐ Yes☐ No
Calls and Leads
-
10
Incoming calls are answered by the third ring Observe at the desk or pull a sample from last week's phone system statistics.☐ Yes☐ No
-
11
Staff state the club name and their own name at the start of the call Listen to 3–5 call recordings or listen in live.☐ Yes☐ No
-
12
Missed calls are returned within an hour Compare the missed call log with outgoing calls for the last 3 days.☐ Yes☐ No
-
13
Online leads from the website and social media are handled within the club's response standard Compare lead arrival time and first contact time in the CRM for the last 10 leads (a common target is 15–30 minutes during business hours).☐ Yes☐ No
-
14
Every lead in the CRM has a source recorded Open 10 recent leads at random: the source field is filled in, not left as "other".☐ Yes☐ No
-
15
Missed call rate for the week, % Take it from the phone system report and record the value; compare with the previous audit.
Guest Visit and Sale
-
16
The sales rep asks about the prospect's goals and experience before presenting memberships Questions cover the goal (weight loss, strength, recovery), training experience and preferred workout times.☐ Yes☐ No
-
17
The club tour covers the full route The guest sees the gym floor, studios, locker room and pool (if there is one); the tour is tied to the guest's goal.☐ Yes☐ No
-
18
The guest is offered an intro session or trial class The offer comes with a specific date and time, not "drop by sometime".☐ Yes☐ No
-
19
Membership terms are explained before payment: term, freeze, cancellation and refund policy The rep goes through each term and shows it in the contract; the member can ask questions before signing.☐ Yes☐ No
-
20
The contract is signed before payment and the member receives a copy Check the last 3–5 sales: the signature date is no later than the payment date and the member's copy was handed over or sent.☐ Yes☐ No
-
21
If the guest did not buy, a dated next step is set in the CRM A follow-up call or return visit task is created on the day of the visit, with the reason for not buying.☐ Yes☐ No
-
22
New members complete a health questionnaire (if the club uses one) The questionnaire is attached to the profile or filed; where restrictions are noted, the member is referred to a trainer or doctor per club procedure.☐ Yes☐ No
Payments and Cash
-
23
Every payment goes through the POS or card terminal and the member gets a receipt Match the last 5 sales in the CRM with receipts in the POS system.☐ Yes☐ No
-
24
Cash in the drawer matches the POS report Do a spot cash count mid-shift together with the receptionist; any variance is recorded in the audit.☐ Yes☐ No
-
25
Discounts and promotions are applied under current terms with a stated reason Every discounted sale in the CRM shows the promotion or a manager's approval.☐ Yes☐ No
-
26
Membership freezes and transfers are processed on the member's written request For the last 3 freezes there is a request form or the member's confirmation in the CRM.☐ Yes☐ No
CRM Hygiene
-
27
New member profiles are complete Phone number, date of birth, photo for access control and a record of consent to personal data processing are all present.☐ Yes☐ No
-
28
Today's renewal tasks for expiring memberships are done Open the list of members whose memberships expire in the next 14 days: each has a call made or a contact scheduled.☐ Yes☐ No
-
29
Sales reps have no overdue tasks older than 3 days Filter overdue tasks in the CRM; any exceptions are explained by the rep.☐ Yes☐ No
This template is a starting point. Check the limits and wording against your local regulations, your company standards and the equipment manufacturers' instructions.
jeCheck · https://jecheck.io/en/templates/fitness-reception-sales
Common violations
- Freeze and refund terms are skipped "so as not to scare off the prospect". A few months later it becomes a dispute, a refund and a negative review.
- Online leads are handled the next day. By then the prospect has signed up at the club down the street that called back within 10 minutes.
- A guest visit ends with "think it over and give us a call" — no date for the next contact and nothing in the CRM, so the lead is effectively lost.
- Discounted sales go through without a stated reason. Later it is impossible to tell a real promotion from a "friends discount" or outright abuse.
- At peak time the receptionist is stuck on the phone while the queue grows: nobody calls in a second person because the standard does not say so.
Frequently asked questions
Review the visit in the CRM and the call recording, and use a mystery shopper once a month. A quick debrief with the rep right after the visit also works well: what they asked, what they showed, what next step they set.
Guest-visit-to-sale conversion belongs in your reports; this checklist audits the process behind it. If the numbers drop, the audit shows where prospects are lost: the call, the visit or the sign-up.
These are common service-standard benchmarks, not mandatory rules. Use them as a starting point, check whether they are realistic at your traffic levels, and set the final values in the club's standards.
Similar templates
Service
Group Fitness Class Evaluation Checklist
How to evaluate a group fitness class and instructor: setup, injury check, cueing and form correction, music and voice, cool-down, attendance.
Health and safety
Fitness Club Pool Safety Checklist
Daily fitness club pool check: chlorine, pH and temperature readings, water clarity, drain covers, rescue equipment and pool chemical storage.
Health and safety
Gym Equipment Safety Inspection Checklist
Gym equipment and floor inspection: cables and pulleys, treadmill safety keys, rack safety arms, suspended rig anchors, flooring and the maintenance log.
Cleaning and sanitation
Gym Locker Room and Shower Cleaning Checklist
Gym locker room walkthrough: lockers, shower drains and mold in grout, restrooms, sauna, hair dryers and outlets in wet areas, cleaning schedule.
Opening and closing
Gym Opening Checklist
What front desk staff check before a gym or fitness club opens: access control and CRM, gym floor, studios, locker rooms, emergency exits and first aid kit.
Service
Delivery Order Packing Checklist
How to check delivery and takeout orders: packing station, order accuracy, hot vs. cold, leak-proofing, tamper seals, wait time and courier handoff.
Run this inspection on your phone
Move the checklist into jeCheck: photos on every item, tasks for each issue with an owner and a deadline, and location comparison by results.