Black Friday is coming! Is your studio ready? Years ago, this consumer holiday was synonymous with early morning wake-ups and standing in line for hours, but that strategy is less relevant in our current world. Now, your digital marketing strategy reigns supreme, and your emphasis should be on preparing your clients to purchase from you rather than surprising them on Friday. Let's break it down:

Let's agree that you want to keep those members happy and committed so they don't become someone else's dream members. With the holidays approaching, it's the perfect time to focus on increasing your gym's member retention and making your clients feel appreciated.

As all fitness studio owners know, getting new clients in the door is only half the battle. Keeping them engaged is the real challenge- especially once you've optimized your client flow. One of my favorite ways to increase gym member engagement is with challenges.

One of the first things I ask my clients is, “if I were a brand new client standing at your desk, what is my step-by-step experience?” Usually, studio owners tell me their ideal scenario, but when I ask them how they know it’s occurring, they admit it’s hit or miss. Margins are tight right now; we don’t have room for low conversion rates. If you don’t have a client flow, it’s time to create it.

We love to be rewarded. Coffee punch cards, participation trophies, loyalty programs- it doesn’t matter what prize is; most of us like to feel like we’re earning something in exchange for our efforts. Sure, intrinsic motivation is essential, but how great does it feel for someone to say, “Hey, I couldn’t help but notice that you achieved that milestone. Great job!” I’m a sucker for a personalized email and a sticker chart.

So how do you capitalize on that feeling in your studio? Milestone rewards! As a studio owner, one of my favorite programs is the 100+ class club. How fitting that as a coach, one of my favorite things to do is implement them clients’ studios. Why? It’s one of the easiest ways to show clients, “I see the work you’re doing, and I commend you for it.” You probably got into boutique fitness because you love and look forward to taking class, but your clients may have to push through any number of roadblocks to make it to class each day. Notice that effort, and you’re one step closing to life-long clients.