Boost Gym Attendance and Revenue For Free with Bring a Friend Month
Let me tell you a story. In my second year of studio ownership, I knew heading into November that it would be slow. I created a quick flyer in Canva for "Flexgiving" and created a promo where members could gift a free week to as many local friends as they wanted. I even added a perk- whoever had three friends sign as members got to come for free until March.
The entire campaign took 30 minutes and was hugely successful- I felt like a fitness studio marketing genius. The studio was packed with new clients during our slowest month, and we sold ten new memberships. They were brand new to us, but as friends of our current members, they converted quickly with a $0 marketing budget.
Year three rolled around, and I had completely forgotten about Flexsgiving (which is why you need a 12-month marketing calendar). I was standing at my desk on November 1 when Stephanie, the previous year's winner, stopped by and asked, "When does Flexgiving start!?" "What do you mean?" I asked. She acted like I'd hit my head and explained, "Flexgiving...you know- when I bring my friends and get a free membership!" "It starts tomorrow!" I claimed while frantically opening Canva to reprint last year's flyer (Remember that marketing calendar?).
Why walk down memory lane with an unflattering story of my organizational skills and entrepreneurial prowess? Because Friends and Family Month, Friendsgiving, Bring a Friend Week- whatever you want to call it- is a fitness studio marketing tool you need in your business arsenal.
Here's Why it Works:
Fill spots during a typically slow period
Bring in new clients who already have a tie to your community
Create leads with a $0 marketing budget
Reward your clients for being members
Everyone wins. However, I often see fitness business referral campaigns fail for one of two reasons.
Members don't bring anyone in
Those friends don't convert.
Let's start with the first one.
Motivate Your Members
Your marketing runway should be about three weeks before you begin Bring a Friend month. During your build-up and the entire month of November, post regularly on your social media, add signage around the studio and send an email every week reminding clients that this is a perk for them. Customers don't do referral drives because it helps the studio. (They don't do anything just because it helps the studio). You'll need to sell what the member can earn if you want to see friends in class.
While ramping up your marketing runway, take pictures of any duos you already have. Friends, spouses, mother/daughter, etc., already in your studio make the perfect marketing material. You're subliminally telling your clients, "look, everyone is bringing their friends in! You should too!" Peer pressure converts. Add it to the newsletter and remind teachers to make announcements in class.
Continue this strategy throughout November. Snap a picture of each buddy pair in the studio and post it to social media with a quick "Here’s member Sarah and her friend Jane. Lucky Jane is getting a free week for Friendsgiving!" Every post is a reminder to your members that they could be the ones to win three free months this year.
If the chance at a big reward is too far away or seems unattainable, you may need more to motivate clients to bring friends. Consider adding a small prize for each local friend your members bring in.
Stack five percent off retail for each friend who comes for a free week (Max at ten friends or 50 percent).
$10 off next month's membership per friend
Free retail like grip socks, hair ties, or sweat towels
Remember how crucial your teachers' buy-in is. They are the ones that spend time with your clients, so their announcements and in-class excitement are your best chance to reach your client directly.
Convert the Free Friends
Before we dive into the details of a successful campaign, set your friend promo for local friends only. Giving a free week to your client's out-of-town sister is only beneficial for the sister.
The best solution is to take control of the lead process by collecting contact information. Handing out free class cards doesn't work- I promise. They just get lost in the bottom of gym bags and purses until spring. Instead, use a short, easy google form like this one. If you're more of a pen-and-paper person, print out a sign-up sheet and remind clients to sign friends up when they check in for class.
Then create an account for each new friend in your booking software and send out an email that says:
"Hey, __friend name__! Your friend, __ member name__ handpicked you to receive a free week of __your modality__at__ your studio name__. It's all set up for you at __link to their profile in your software__! You have until __Nov 30__ to redeem your FREE classes. Please reach out with any questions. Otherwise, we'll text you in the next few days to help you choose your perfect first class. See you in the studio!"
Now that they're in your system, add them to your lead sheet and remember to reach out at least three times. Make sure you have an unsubscribe button in the email- if the friend isn't interested, spamming them won't help your cause.
Free classes are a fun member perk, but the conversion rate of a free class to a long-term package is low. To combat this, give at least three classes with a short expiration date so new clients can get into a routine and try a few different teachers. I love a free week for Friendsgiving.
As a coach, the number one reason why I see these promos not turn into paying clients is because of a lack of follow-up. These are hot leads! Treat them like it. Add each friend to your lead tracker and practice your client flow. If it's too difficult to design a new client process, give out your current intro special and use all of the same contacts and automation that you do with your standard intros. The conversion will be worth the added time. (If you still need to build your ideal client flow, start here).
So, what do you think? Do you have 30 minutes to create a free fitness studio marketing event that could bring a ton of new leads to your business? It will cost you next to nothing, and it’s great for member morale. It’s also my favorite way to get a ton of new faces in the studio during a typically slow time - like right before an amazing Spring Break or Black Friday sale. Remember, your follow-up work is essential to your success.
Want to do it together? Book a strategy call, and we'll build your entire Friendsgiving campaign in an hour.
