GoodLife Sales Training Program Guide
With hundreds of locations nationwide, the importance of a clear and comprehensive training program was critical to ensure that GoodLife Sales Associates were set up to successfully identify and meet potential Club Members’ needs. As the LEAP Sales Training Program evolved, the need for a physical support tool to improve clarity and engagement became evident.
Company: GoodLife Fitness
Product: Internal Sales Training Program (LEAP)
Creative Direction: Hilary Lucio
Photoshoot Direction: Hilary Lucio
Proofreading & Editing: Hilary Lucio
Design: Linda Arts, Hilary Lucio
The goal was to create a clear, easy-to-use guide that in-Club Associates could reference and annotate while building their sales skills. The updated materials were designed to support onboarding, improve confidence, and provide consistency across locations.
Navigating last-minute content changes from stakeholders who were still finalizing materials mid-design phase made for a moving target. With a strict deadline to hit pre-holiday printing, we stuck to a tight workback schedule and clear feedback checkpoints. The project also needed to balance GoodLife’s brand requirements with the Sales team’s rigid creative vision without compromising the quality of the design.
The design emphasized visual storytelling to help Associates see themselves in the role — pairing photography with concise, instructional copy. Image-forward layouts created a natural flow through the guide, while clear typographic hierarchy supported scanning and note-taking. A mix of early-stage collaboration with a designer and direct coordination with the Sales lead ensured accuracy, alignment, and momentum. The shoot’s art direction focused on realism and relatability, using natural poses, diverse casting, and clean, high-energy framing.
