HealthMark realizes that its staff members are the one direct and personal link between the target market and the company.  In this spirit, HealthMark carefully selects its personal trainers for their professional demeanor, ability to relate to potential clients, and their sales skills as well as their outstanding health and fitness training qualifications.  Potential employees understand that personal selling and word of mouth referral are the life blood of HealthMark.  Employees expect their job responsibilities to be a mix of marketing, sales, and service provision.  Employees also realize that performance reviews, bonuses, and salary increases are based on all these job responsibilities.

Each personal trainer sets annual personal lead generation, client prospecting, practice development, and client retention goals.  These goals are established in partnership with HealthMark management.  This element of the promotion mix allows assumptions about personal selling to be made explicit.  Moreover, this helps increase the overall revenue and profitability of HealthMark.

An incentive program has been established to award each trainer points for acquired clients and retained  clients.  These points can be redeemed for items out of the Modern Fitness catalogue (a prestigious and upscale outfit) offering the latest in fitness equipment, apparel, and related items.  In addition, a one week trip for two to the Caribbean will be awarded to the trainer generating the greatest number of client sales for the year (a required minimum of $25,000 applies) with the required retention rates.