Most gym owners I know do not like to sell. They are phenomenal coaches, great athletes, and wonderful humans.

They want new gym members because they like helping people, but they don't this long drawn out, high pressure, emotionally charges song and dance just to sign someone up.

That is pain based sales and the good news is you absolutely don't have to do that.

Sales exists on a spectrum of Pain based to transactional. And you can be closer to one end or the other and still be successful depending on what YOU the individual want to do.

Also some gyms, for example a BJJ gym really aren't your typical setting for pain based sales and you'll put a lot more people off by trying to be there therapist instead of their professor.

I hope this helps you become a better communicator and find a style of sales that is right for you.