Nearly every prospect walking through your doors has a bit of self-doubt.
Will I be able to maintain this? Will I get results?
In boutique fitness, memberships are expensive, which makes joining a gym a big decision! Allowing prospects to try out your gym through a no-strings-attached, free trial takes the pressure off and improves the likelihood of leads walking through the door.
Maybe you’ve tried free trials before but haven’t seen the results you'd hoped for.
Think back – how did you run your free trial? Was it the free trial that was ineffective or could it have been your strategy?
Free trials can and do work! But without proper implementation, your leads will end their trial... and walk out the door.
Let’s look at how to run a free trial that converts at your gym.
Why Your Trial Isn’t Converting
Free trials with low conversion rates tend to be unstructured and lack personal connection. These trials don’t show the value of membership to your prospect.
Often, ineffective free trials:
- Allow prospects to sign up for any class
- Don't take payment information up front
- Fail to follow-up after the trial has ended
Your free trial is a chance to wow your prospects – it's more than just a chance to try a class. Ineffective free trials not only waste your time (and money), but they can also take away from your current members!
Tailor the Experience
Successful free trials are personalized to your prospect and demonstrate the value of your gym. These trials have higher conversion rates because they make your lead the hero, tailoring the experience to their specific goals.
An effective free trial:
- Brings prospects in for a one-on-one consultation
- Makes class recommendations based on goals
- Takes payment up-front to decrease risk of no-shows
- Follows up with leads during and after their trial period
Your free trial should show your lead how you'll help them reach their goals and provide an opportunity to build an emotional connection.
Rather than allowing prospects to sign up for any class and throwing them into a workout they're unprepared for, make a recommendation! This ensures that your lead has a positive experience.
And don’t neglect the follow-up! A simple, “Hi [Name], how was your first class?” text makes your prospect feel valued and welcome.
Your entire trial period (and beyond) should be tailored to your lead, creating a personalized experience that clearly demonstrates how your gym will help them achieve their individual goals.
Without personalization, your leads will walk away – costing you time and money.
Building a Free Trial Strategy
Creating a successful free trial is all about personalization. But how can you personalize the experience when you’re short on time?
You need a way to organize and streamline the experience. Sure, you can create email templates and set reminders on your phone, but chances are you’ll forget to follow up, and your lead will miss out on the “wow” factor you’re hoping for.
UpLaunch’s pre-built Free Trial strategy can help save you time and ensure your lead is nurtured throughout their experience. With ready-to-go content for each touchpoint – from lead gathering, during the trial, and after it ends – you can rest assured that your prospects aren’t slipping through the cracks.
UpLaunch’s strategy includes email, SMS, and staff touchpoints at well-timed intervals when your leads are most receptive to your message. Each communication can be customized to fit your gym’s voice, or you can use our researched-backed strategy as-is!
Either way, you’ll find your free trial is:
- Easier to run
- Converting more prospects
- Costing you less time
Get the most out of your Free Trial experience and grow your membership with UpLaunch marketing automation.
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