By Rob McGarry, Special FBA Contributor
Congratulations! You’ve taken the exciting leap to open your own fitness studio. While there are plenty of decisions ahead, this guide will help you tackle one of the big ones: creating a membership strategy that engages new clients and turns them into loyal regulars. Let’s dive into the essentials—and we’ll sprinkle in advice from experienced studio owners along the way!
Start with Your Studio’s Purpose
Before anything else, ask yourself: "What do I want my studio to be for my clients?"
For example:
- “A safe place for everyone to practice.”
- “A full-service studio exclusively for busy professionals wanting the best workout experience.”
Your answer will guide your vibe, your offerings, and, ultimately, your membership strategy.
Pro Tip: Don’t just blindly copy someone else’s prices/offers because it may not work for you or your values may not align.
The Customer Journey: From Trialist to Loyalist
Your goal is to turn first-time clients into loyal regulars. Here’s how: first impressions matter
- Personal Touch: When you get a lead, don’t just rely on automated emails—reach out personally.
- Tours and Conversations: Show new clients around and spend time understanding their goals.
- Tailored Suggestions: Recommend classes and membership options that align with their needs, whether it’s a 30-day trial, a 10-pack, or a monthly membership.
The Debate Around Offering Free First Classes
Arguments against a first class free...
- Some owners argue, “We don’t like offering a free first class. Intro specials, like a 30-day trial, give us more time to convert clients into members.”
- Others believe free classes tend to attract deal-hunters rather than long-term, loyal clients.
Arguments for selective free classes...
- One owner recommends offering a free class only under specific conditions, such as after a client commits to a package or during “bring-a-friend” promotions.
If you skip free classes, consider trial packs (e.g., a 5-pack, 7-day pass, or a heavily discounted 30 day pass) to give clients a chance to experience the different variety of classes your studio offers.
Membership Types to Consider
Here are the main types of passes to suit different client needs:
Punch Passes: Great for flexibility!
1. 1 Free Class Pass: A limited-use incentive for first-timers or lapsed clients.
2. 1 Paid Class Pass: Perfect for drop-in visitors—this should be your highest per-class rate.
3. 5-Class Punch Pass: A discounted option for occasional visitors.
4. 10-Class Punch Pass: Ideal for semi-regular clients, priced slightly less than the 5-Class Pass.
Time-Based Passes: Encourage clients to commit for a specific period.
1. 1-Day Pass: Great for sampling multiple classes.
2. 7-Day Pass: A full week of classes to explore your offerings.
3. 21-Day Pass: Let clients form a habit—they might just stay for good!
4. Longer Passes (60, 90, 360 Days): Offer these with discounts, but keep availability limited to avoid overcrowding.
Recurring Memberships: The foundation of your business.
1. Monthly Memberships: The bread and butter of most studios—ensure they’re priced right.
2. 3-Month, 6-Month, or 12-Month Memberships: Reward commitment with slight discounts, but clarify they’re non-cancelable.
Pricing: Crunch the Numbers
When setting prices, consider:
- Your Target Audience: Are you aiming for premium or budget-friendly?
- Break-Even Point: Calculate how many classes and memberships you need to stay profitable.
- Class Size and Service Level: Smaller, personalized classes can charge $35-$40, while larger, group-focused sessions may range from $15-$20.
Quick Tip: Align your prices with your studio’s value. Clients will pay more if they see the benefit!
Final Thoughts: Your membership strategy will shape your studio’s success, so take the time to refine it based on your goals and audience.
Rob McGarry is a founder of Warrior Studio Management Software. He has 20+ years working in the fitness industry with a deep knowledge of the yoga, indoor cycling, CrossFit, HIIT, and boxing gym studio needs as an instructor, employee, member and volunteer. Rob has his Masters in Business Administration and 20+ years in the software and payments industry as well.
Got questions or want more tips? Reach out to Rob at Rob@Warriorsms.com
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