After 18 months of pandemic and riding a roller coaster of mandates, restrictions, capacity limits and full closures, we have hopefully learned by now that you must not just sit back and expect clients to return on their own when the doors reopen. Successful studios must be proactive in order to fill their classes and get their clients back. One of the top concerns expressed to us through recent surveys (Didn’t share your challenges with us yet? Do so HERE.) was rebuilding a consistent membership base.
As we enter the Fall, how do you win and welcome back existing clients and encourage them to take up a consistent in-person practice? The difficulty of doing so stems largely from three main microchallenges:
#1 Clients have new work-from-home schedules or new school schedules for their children.
#2 Clients have varying degrees of comfort around indoor group work outs during another surge.
#3 Clients want to incorporate new fitness habits that they may have developed during the shutdown.
These challenges are surmountable! Your existing clients already know you, love you, and trust you, so even though you need to nurture them and renew the relationship after such a long time away, remember that you aren’t starting back at square. You’ve already got a foundation to build on.
The BFS Masterminds and other industry leaders have experienced great success by leaning on a mixture of personal outreach and automated win-back campaigns. This combination ensures that each client feels special and personally connected to your studio and also effectively continues the process of reconnection with consistency through automations. Insights from our recent State of the Industry suggested that studios should be focusing on those win-back campaigns while simultaneously refining the customer journey, wrapping it all in a sense of nostalgia for clients.
Let’s take a look at this daunting challenge and how you can face it head on.
Enjoy the video!