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If you could increase your sales leads by 10% it would have a profound effect on your profitability. Given that the regular exercise bunnies i.e. the market we've already got, are circulating from club to club in search of the best deal, the real challenge for the industry world-wide is to attract the Borderline Bunch - the massive market of people who, according to just about every survey that's ever been conducted, say that they know they should be exercising but still don't. Aussie marketing magician Justin Tamsett shares a hat-full of ideas on how to fill the sales pipeline with practical low-cost, high-value promotional ideas that are designed to target the people who should join your facility but never quite get round to it.