As a small boutique fitness studio owner, every lead matters. You can perfect your sales pitch, nail your new client flow, and set your new client up for their ideal membership, but sometimes it’s still a “not right now.”  

If you’re converting less than 50 percent of your new clients, start by scheduling a call so we can improve your processes. For the perfectionists, losing a few leads each month isn’t cause for concern- no one sells a perfect 100 percent. But, if you’re optimizing your fitness studio membership sales and you’ve accumulated a few holdouts over the past year, here’s how to get them back for round two with a win-back (or come-back) campaign.

Step One: Track Your Leads.

I know I’m constantly starting with the fact that you must track your leads, but I genuinely believe it is the most important process a gym owner can implement to improve their bottom line. If you follow your new clients through the membership sales process, you can pinpoint exactly where they fell off and look for holes in your sales funnel. Reviving a past lead is significantly easier if you have data.

Step Two: Compile Your Contacts

If you’ve been tracking your leads consistently, you can quickly select the potential customers who did not purchase during the previous timeframe. Gather your contacts and segment them into a Come Back Campaign template. Next time you run this marketing strategy, your flows will be set up, and you’ll simply copy and paste.

Step Three: Prepare Your Campaign

Contact your clients multiple times (without spamming) to encourage them to take action. Boutique gyms and fitness studios often send out an automated email or two and then get discouraged when their campaign fails. One or two emails is not a campaign; it’s a newsletter. Eighty percent of sales occur after five contact attempts, so strategize an active contact series with a clear call to action and a sense of urgency. 

Next step when preparing your gym’s marketing campaign; start with the blueprint:

Duration: One week or less. Urgency is the most compelling purchase trigger. If you drag it out, you’ll lose sales.

Offer: A variation of your intro special. My favorite come-back sale is a buy two classes, get one free. I only like to use free as an active strategy, which should include a purchase component (i.e., buy X and get Y Free). Keep the offer short and finite. A client who has been inactive for months will not sign up for a six-month membership, even if you discount it deeply. Create a low-stakes, low-cost offer to help them fall in love with your gym again. 

Target Audience: I like to run one come-back campaign every 90 days and include anyone from the previous quarter that didn’t convert. By segmenting your audience, you’ll prevent sale-hoppers and market directly to clients you’re attempting to reengage. 

Step Four: Be Compelling

Business owners in the fitness industry often send out the same automated email you’ve likely received and sent- the “We miss you!” email. Frankly, “We miss you” is a studio owner problem, not a client problem. You want the client to hear, “You miss us!” and be reminded of all the things they’re missing out on, so they’re compelled to click your call to action. 

With your “You miss us” series, remind the client of any of the specialties your boutique gym excels at and any new changes you’ve introduced since they last attended. That may include:

• New classes added to the schedule

• Recent or upcoming events and workshops

• New retail releases

• Your gym’s tight-knit community 

With each contact, try to reframe the message to show the client why they should be missing your gym, not the other way around. 

Step Five: Diversify Your Contact Points

Four emails sent in one week are not likely to do much more than annoy your target audience. Remember, although it’s a necessary and user-friendly option, email is the lowest converter of all the communication options. Be brave and contact your clients in various ways, including (ahh!) calling them. Here’s a sample schedule- feel free to use it as a road map, and customize it to match your studio’s tone, culture, and clientele.

Day 1- Short and sweet email campaign starts by explaining the details and timeline of the campaign.

Sample Subjects: 

• Your mat misses you, too

• We’ve been busy! Here’s what you’ve missed this __timeframe__ at X Yoga Studio

• You’re ready to come back, and we’ve got your huge discount!

• Where have you been, <first name>? Your discounted welcome back is just one click away.

• Do you miss us like we miss you? Because we really miss you. Here’s a free class to prove it.

Day 2- Text: Use a template, but be specific. “You miss us” loses its power if it is too broad or seems auto-populated. Text sales should be used sparingly since most people are protective of their text inbox. Prove that it’s not an automated message by inputting details to show you’re a real person and end with a question that encourages a response. 

“Hi Sarah, this is Nicole, owner of X Yoga and Fitness Studio. I was teaching the Tuesday morning class today and realized I haven’t seen you in your usual spot lately. I think you would have loved the playlist- it was a good one! We’re running an intro special this week, and your name is at the top of my wish list. It’s buy two classes, get one free. I’d love to save one for you! Ready for a come-back?” 

Day 4- Email: We’re halfway through your campaign; it’s time to up the urgency. This email should encourage your client to snag their sale today or risk missing out. Don’t forget your call to action button.

Sample Subjects:

• <First name> don’t miss out on your free class!

• Insert YOU here! Only 3 days left to reclaim your mat and save!

• 10 seconds may feel like forever in barre, but this sale is counting down quickly!

• The <upcoming event > you don’t want to miss. We’ll save your spot for 3 more days.

Day Six: Call your favorites. Remember that lead sheet? Highlight the clients you thought would purchase or inactive clients that used to be regulars. Anyone that you shared a special rapport with deserves a phone call. If you’re allergic to your phone, follow a script and keep it short. 

“Hey Kate, it’s Nicole over at X Barre Studio. How have you been!? I’m calling because we miss seeing you in class, and I’m hoping it’s mutual. <Insert their usual class> isn’t the same without you. I’m running an intro special for my favorite MIA clients, and your name is at the top of my list. You’ll love it- If you buy two classes, you get one free, and it’s right in time for our <insert upcoming FOMO inspiring improvement or event>. Are you ready to come back?”

Day Seven: Last call email. This contact is simply a persuasive subject line, one or two sentences, and a call to action button. You could add in a countdown timer if you’re feeling ambitious, but the message is simple. “You have 12 hours to snag this deal, or it’s gone.” If you run sales infrequently, this alone will be an effective reason for clients to click ‘add to cart.’ 

Sample Subjects:

• You almost missed it! Last day to snag your super-sale classes.

• We never offer free classes, but you’re worth it. Last day to take class on us!

• Last chance to <insert modality> for free!

• Your goals are waiting. 12 hours to jump-start your fitness and save.

You can also add a text for everyone you’ve been communicating with or who opened your previous communication. 

Bonus: The day after the deadline email: Some buyers need a redemption round before they pull out their credit card. Reach out to everyone who opened an email but didn’t purchase the following day with a “you almost missed it!” email and watch the last few holdouts convert.

They Signed Up! Now What?

In a come-back campaign, the process starts with the purchase. Years as a studio owner and coach has shown me that clients who sign up the second time around are significantly more likely to purchase a larger package. This is your second chance to get the sale and sign your client.

Last note: studio owners should wait to attempt a campaign like this until their new client flow and sales process are solid. Gyms need more members, not necessarily more leads to follow, so wait until you’re ready to nurture each new client that signs back up.