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 BFS Sales Training for Teams is a live, 6-week virtual program for fitness and wellness businesses that installs a shared sales process (the BURNS framework) teams can run without owner involvement.

Install a Shared Sales Process Your Team Can Run Without You

A 6-week, live sales training designed to standardize how sales happens inside your business, so execution holds without constant owner involvement.

Most Sales Problems Aren’t Knowledge Problems

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.

This training exists to stop that pattern, by installing a shared process your team can actually run.

How the Training Runs

 A live, cumulative program in three phases: six weeks of live training, then one-on-one implementation inside your business.

Teams learn BURNS, embed it into their sales systems, then use KPI tracking to measure adoption and improve performance.

Stage 1
Training

Learn the fundamentals of BURNS (Buddy, Understand, Results, Needs, Sale/Set-Up) across six live weekly sessions.

Stage 2
Implementation

One-on-one advisory sessions with Chris to bring BURNS to life through your own systems and processes. 

Stage 3
KPIs 

Prove the concept through KPI tracking, practical application, and tactical training. Details shared as teams progress. 

Stage 1: What Gets Installed in Six Weeks

  • A single sales flow the entire team uses

  • One shared standard for how sales conversations progress

  • Clear expectations for training and reinforcement
  • Fewer exceptions, fewer explanations, fewer handoffs back to leadership

View the full curriculum here>>

Stage 1 Schedule

Start date

Fri, September 25th

Time

1:00–2:30 PM EST

Format

Live, Virtual

Duration

6 Consecutive Fridays

Session Format

  • 1:00PM-1:05PM: Welcome & Get Settled
  • 1:05PM-2:15PM: Live Instruction, Q&A & Discussion
  • 2:15PM-2:30PM: Recap & Next Session Preview

Stage 2: Implementation Advisory 

After the live training, each studio moves into one-on-one sessions with Chris.

  • 3–4 one-on-one sessions per studio
  • Every two weeks over six weeks, one hour each
  • Pre-work recordings sent in advance, live time goes to Q&A and pressure testing
  • Additional team members can join, based on Chris's recommendation and your brand's situation

This Is Not a Closing Course

This training does not:
  • Teach closing tactics
  • Build your lead-to-sale funnel
  • Guarantee outcomes without execution

It installs a sales process. Results depend on how the business uses it. 

 What Happens When Teams Run BURNS

Results from teams within 3 months of implementing the program.

One team raised the bar, and cleared it.

+14% conversion
+67% higher sales goals
2× reps hitting target

One studio rebuilt its pipeline.

2× studio-generated leads
54% → 67% lead-to-booking
5–6 days → 3 days to book
54% → 64% show rate
+150% 30-day conversion

The result is not a better effort.
It’s consistent execution.

Program Leadership

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.

Chris’s work focuses on:

  • Sales systems that hold across locations.
  • Training processes teams can run without founder involvement.
  • Execution that survives scale, turnover, and leadership change.

In Chris' Words

This training reflects operating reality inside a complex, multi-unit business, not theory or classroom models.

How Teams Participate

Program License

$5,000

 One-time payment.
Covers Phases 1 and 2. 

  • Phase 1: owners, CEOs, and decision-makers who will train their teams

  • Phase 2: up to 10 team members join the one-on-one advisory sessions
  • Phase 3 (KPIs): separate fee, to be defined. After Phase 2, it will be determined which teams are ready to continue
REGISTER YOUR TEAM

What Past Participants Say 

This Training Is a Fit If…

You lead a team responsible for sales

You want consistent execution, not heroics

You want a sales process your team can run without you

 You’re prepared to authorize a clear standard and let the system do the work

Considering the BFS Sales Training?

F.A.Q.

Who in the business should attend the training?

Stage 1 is for owners or team members in charge or training their teams in sales.

In Stage 2, additional team members can join the one-on-one sessions based on Chris's recommendation and each brand's situation. 

How long is the program?

Stage 1 runs six weekly 1.5-hour live sessions. Stage 2 follows with 3–4 one-on-one advisory sessions, every two weeks over six weeks. 

Is Stage 1 recorded?

 Live participation is required to maintain continuity across the six sessions. Recordings are not a substitute for live attendance. 

What happens in Stage 2?

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. 

Can teams from multiple locations participate?

Yes, as long as the total number of participants stays within the seat limit.

How long is the program?

 6 weeks, one 1.5-hour live session per week