Overview
You cold call gym owners, fitness studio managers, and nonprofit directors to book qualified demos for the AE team. You're selling meetings, not software - your job is to get prospects interested enough in Daxko's platform to spend 30-45 minutes with an AE. Most of your outreach is outbound since this isn't a product people search for on Google.
Role Snapshot
| Aspect | Details |
|---|---|
| Role Type | Outbound BDR |
| Sales Motion | Outbound-heavy |
| Deal Complexity | Consultative (you're booking demos for mid-complexity deals) |
| Sales Cycle | N/A (you pass to AE after qualification) |
| Deal Size | N/A (BDR role) |
| Quota (est.) | 15-25 qualified meetings/month |
Company Context
Stage: Established (888 employees, mature product)
Size: 888 employees
Growth: Stable company in a niche vertical - gyms, studios, nonprofits
Market Position: Established player in fitness/wellness software, not a hot startup competing with 10 others
GTM Reality
Pipeline Sources:
- 15-20% Inbound - Some hand-raisers from website, referrals from existing customers
- 75-80% Outbound - Cold calling, LinkedIn outreach, email sequences to targeted lists
- 5% Partners/Referrals - Some leads from industry associations
SDR/AE Structure: BDRs book and qualify, AEs run demos and close
SE Support: Likely minimal SE involvement at early stages given product complexity
Competitive Landscape
Main Competitors: Mindbody, Zen Planner, ClubReady, Pike13, similar vertical SaaS for fitness/wellness
How They Differentiate: Likely positioning around serving both fitness AND nonprofit sectors, depth of feature set for established facilities
Common Objections: "We already use [competitor]", "We're too busy to look at new software", "We just renewed our contract", "We can't afford to switch"
Win Themes: Probably win on integration capabilities, customer support, nonprofit-specific features, or price for multi-location operations
What You'll Actually Do
Time Breakdown
Cold Calling (50%) | Email/LinkedIn (25%) | Research/Admin (15%) | Internal Meetings (10%)
Key Activities
- Cold calling gyms and studios: You dial 50-70 numbers per day. Most don't answer. When they do, you're talking to busy owners/managers who often say "send me an email" or "we're not interested." Your goal is to qualify their setup (what software they use, pain points) and book a demo.
- Building targeted lists: You research gyms, studios, and nonprofits in your territory. You're looking at their websites, checking what software they mention, finding direct phone numbers for decision-makers.
- Email and LinkedIn follow-up: After calls, you send follow-ups. You're trying to stay on their radar without being annoying. Most emails don't get responses.
- Qualifying inbound leads: When someone fills out a form or replies to outreach, you call them to figure out if they're actually a fit or just tire-kicking. You pass qualified ones to AEs and disqualify the rest.
The Honest Reality
What's Hard
- High rejection volume: Most calls end in "not interested" or voicemail. Gym owners are operationally focused - they're dealing with staffing, member complaints, equipment issues. Software isn't top of mind.
- Long buying cycles you don't control: Even when someone's interested, they often need to talk to partners, wait until their current contract ends, or wait for budget. You book the meeting but may not see it close for 3-6 months.
- Repetitive conversations: You'll have the same 3-4 conversations hundreds of times. "What software do you currently use?" "What's working, what's not?" "Would you be open to seeing an alternative?"
What Success Looks Like
- Hit 15-25 qualified meetings booked per month (what "qualified" means: right-sized facility, decision-maker engaged, actual need identified)
- 40-50% of your meetings show up and move forward with AE
- AEs consistently accept your leads as good fits vs. sending them back to you
Who You're Selling To
Primary Buyers:
- Gym owners (single location or small chains)
- Studio managers/owners (yoga, pilates, CrossFit, boutique fitness)
- Nonprofit operations directors (YMCAs, community centers)
What They Care About:
- Does this actually save them time or just create more work during implementation?
- Can they manage schedules, billing, and member communication in one place?
- What does switching cost them in time, money, and disruption?
- Will their staff actually use it or will they resist change?
Requirements
- Comfortable making 50-70 cold calls per day without getting demoralized
- Can handle rejection without taking it personally
- Coachable - willing to iterate on messaging, tonality, qualification questions
- Competitive about hitting activity and meeting metrics
- Genuinely curious enough to ask good discovery questions (not just reading a script)
- Experience in customer-facing roles helpful but not required - they'll train you on the sales process