BFS Sales Training for Teams is a live, two-phase program for fitness and wellness businesses that installs an efficient, effective, scalable sales process, built on the BURNS framework — your team can run without owner involvement.
Teams rarely struggle because of effort or intelligence. They struggle because sales execution is inconsistent.
Different explanations
Different confidence levels
Different outcomes depending on who’s on shift
Which means sales keeps routing back through leadership.
Most training fixes this with 2006 tactics. This program is built for 2026: simple, scalable, and made for how people buy now.
A live, cumulative program in two phases: six weeks of live training, then six weeks of hands-on implementation inside your business.
Teams learn BURNS, embed it into their sales systems, then use KPI tracking to measure adoption and improve performance.
Learn the BURNS framework (Buddy, Understand, Results, Needs, Sale/Set-Up), use it to create your customized sales process, and prep to install your new sales SOP.
Fully implement your Sales SOP with one-on-one advisory sessions with Chris, plus the complete Sales Playbook every participant receives.
Your own customized sales process, not a generic script
Who attends: owners, CEOs, and decision-makers who will train their teams.
Six weeks of tactical deployment: coaching, accountability, and installing the SOP with your team.
Every participant receives the Sales Playbook:
It installs a sales process. Results depend on how the business uses it.
The result is not a better effort.
It’s consistent execution.
This training is led by Chris Holmberg, Vice President of Operations at Austin Fitness Group.
In his role, Chris oversees sales execution and operational systems across a large, multi-location fitness organization. His work focuses on building sales infrastructure that can be implemented consistently by teams, without depending on founder or owner involvement.
Within 3 months of implementing the program, the studio doubled studio-generated leads, increased lead-to-booking from 54% to 67%, reduced booking time from 5–6 days to 3 days, improved show rate from 54% to 64%, and increased 30-day conversion by 150%
Within 3 months of implementing the program, conversion increased by 14%, while the team raised sales goals by 67% and doubled the number of reps hitting target
![[HS] Nicole Phillips](https://bfsnetwork.com/hs-fs/hubfs/%5BHS%5D%20Nicole%20Phillips.jpg?width=74&height=74&name=%5BHS%5D%20Nicole%20Phillips.jpg)
The training made the sales process feel much more manageable. Breaking problems down to their root cause gives us a way to focus on one area at a time, measure the impact, and build a sales process that works for our business
This training reflects operating reality inside a complex, multi-unit business, not theory or classroom models.
Covers Phases 1 and 2.
Phase 1: owners, CEOs, and decision-makers who will train their teams
You lead a team responsible for sales
You want consistent execution, not heroics
You want a sales process your team can run without you
Phase 1 is for owners or team members in charge or training their teams in sales.
In Phase 2, additional team members can join the one-on-one sessions based on Chris's recommendation and each brand's situation.
Phase 1 runs six weekly 1.5-hour live sessions. Phase 2 follows with 3–4 one-on-one advisory sessions, every two weeks over six weeks.
Live participation is required to maintain continuity across the six sessions. Recordings are not a substitute for live attendance.
One-on-one advisory sessions with Chris. Pre-work recordings are sent in advance so live time focuses on Q&A and pressure testing the process in your business.
Yes, as long as the total number of participants stays within the seat limit.
6 weeks, one 1.5-hour live session per week
