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The Importance of Following Up with New Studio Visitors

January 11, 2021

The relationship between a fitness boutique studio and their members is quite similar to just about any other lifelong friendship or relationship in your life. It’s a give and take, it’s a 2-way street, and there needs to be communication and participation from both ends. There are certainly many different ways to make that happen in relationships, but it’s especially important to consider these factors when you’re running a fitness studio and you want to maintain a lasting relationship with your members. 

It may sound like a silly comparison at first, but think about going on a successful first date with someone new. You have a great time, you both like each other, and you both want to see each other again. Of course you would send that person a follow-up text, because you want them to know that they’re important to you and you want to see them again. So why wouldn’t you do the same for your first-time members?

Show Your Appreciation

During tumultuous times when most people are just trying to hang onto their business, it’s of the utmost importance to let your new clients know that you’re appreciative of their presence in your community. You can’t afford to lose members for small, preventable reasons—unforced errors, if you will. That’s why it’s paramount to send a follow-up text or email right after their first class. Use that communication to give them additional information about your studio, a survey to fill out with their honest feedback, and a thank-you note to let them know how grateful you are for their visit. A little goes a long way, especially during these stressful times when they’re probably struggling to keep their head above water.

Give Them a Tangible Reason to Come Back

They don’t have to come back to your studio. In fact, they can come up with plenty of reasons not to come back to your studio. They would rather save money than spend it, workout at home by themselves, or spend that extra hour of their day with their friends. This is why it’s important to follow up right away after their first class with a text, email, or even call. You know they’re going to be feeling great when they’re done working out—their endorphins are rushing, their heart rate is elevated, and their mind feels clearer. You might as well catch them when they’re in that state, remind them how awesome they feel, and give them a reason to sign up for more classes. You can offer them a seasonal deal, a one-time special, etc. You can share information with them about an upcoming challenge, additional types of classes, community events. Whatever it is, give them a tangible reason to come back to you!

Ask For Feedback

New members can offer useful feedback that long-existing members maybe cannot. They come in with fresh eyes and have more of an objective view of what’s going on around the studio. They’re meeting your instructors for the first time and experiencing your community for the first time. It’s worth listening to them; besides, you want to make sure they know from the very beginning that it’s important for your members to feel like they’re part of a community that they’re actually a part of. And that means listening to them. Right after their first class at your studio, make sure to send them a survey they can fill out. Little steps like this go a long way when you’re fighting to keep as many longtime members as possible. 

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