10 Ways to Promote Guest Passes and Boost Your Client Base Post-Summer Slowdown

Guest passes are an easy-to-offer and powerful new client and membership retention tool that directly impacts your marketing and sales strategies. By offering guest passes with Walla, your studio can organically grow your member base, strengthen community ties, and ensure a steady stream of potential new members, all while boosting revenue—especially if you’ve had a slower summer season. 

When you offer guest passes with Walla, you’re empowering your studio to: 

• Generate more revenue by adding guest pass bonuses to premium memberships 
• Grow your client base and increase studio commitment
• Eliminate extra admin work as you upsell more intro offers 
• Create a seamless, meaningful first-timer experience 

Using guest passes to your advantage during shifts in seasonality is a plus, too. While kids are going back to school and schedules are changing as we get closer to sweater weather and fall, guest passes are a great way to not only expand brand awareness and build deeper client/studio relationships but also allow you to optimize your marketing and retention strategies with a seasonal spin.  

To overcome the summer slowdown and motivate your members to bring friends and family during the fall season, here are 11 ways your fitness studio can strategically leverage guest passes for growth (plus, they are great for marketing and social media!):

1. Post-summer renewal campaign

After the summer, people often look to return to their routines, which reduces stress and increases calm. Tap into the impending change in weather and schedules by launching a renewal campaign that includes guest passes as a key component. Offer existing members a free guest pass for every class they attend during the first month of fall, encouraging members to return regularly and to bring others along.

2. Incentivize guest participation (and conversions!)

Offer exclusive incentives to guests who attend classes, such as a discount on their first month if they sign up for a membership or a free class if they attend a certain number of sessions. You can use marketing automations, push notifications, and other reminders to persuade them to return and eventually become paying members. Consider promoting an exclusive intro offer especially for those who are introduced to your studio via guest pass, too. Increase conversions and purchases for that offer by easily creating a custom journey in Walla that will send a text to your guests after class. That message will encourage them to take advantage of the intro offer with a sense of urgency (if they haven't already bought it!) by automatically including a direct link to the plan, boosting the likelihood of a purchase. No manual work needed—just Walla revenue-generating guest pass magic!

3. Exclusive classes for members who bring guests

Offer specific classes on your studio schedule especially for members who bring a guest, making the classes slightly different to stand out. The classes could be high-demand or specialty sessions that aren't typically on the regular schedule, creating an additional incentive for members to bring someone new. It’s also a great way to test and gauge member interest in something different you’re considering adding to the studio schedule. 

4. Bring-a-friend membership perks

Create a temporary membership tier for the fall or a “fall special” with a set number of monthly guest passes. Members who opt into this tier (and your marketing communication, for example) can bring guests to any class at no additional cost. This makes it easy for members to regularly invite friends and family, potentially leading to new sign-ups for whom you can nurture and create a specific intro offer.

5. Consider extra rewards for clients

Enhance (and deepen) member relationships by offering extra rewards during the fall season for all those who bring in new guests. For instance, if a guest who a member invited signs up for a membership, the new member and the referring member could receive a free month, discount, studio swag, or additional guest passes.

6. Charity classes and events 

Host charity fitness and wellness classes and events where the entry fee is a donation to a local cause, and members can bring guests for free or at a reduced rate. Adding a philanthropic angle to your guest pass strategy will naturally attract community members who might have yet to consider your studio. Giving back deepens the connection to your studio—just ask Blue Ridge Yoga! 

7. Social media and digital marketing

Utilize social media and email campaigns to promote your guest pass program throughout the fall. Highlight stories of members who brought in friends, show community and collaboration, share seasonal offers, and create excitement around working out together. Use hashtags, share testimonials, and create eye-catching graphics to draw attention to the promotion.

8. Corporate and community partnerships

Collaborate with local businesses, schools, or community organizations to distribute guest passes as part of wellness initiatives. For example, partner with a local coffee shop to offer a free guest pass with the purchase of a fall-themed drink to expand your reach while introducing your studio to potential new members.

9. Community building initiatives

Emphasize the community aspect of your studio (which is what your members love about your business!) by hosting "bring a friend" days throughout the fall. These events can be less about fitness classes and more about building relationships, with activities like wellness experiences, sound baths, or post-class social gatherings in-studio with local partners. You’ll instantly create a welcoming environment that inspires guests to want to become regular members by finding a place where they feel comfortable and belong. 

10. Deepen relationships, promote extra rewards

Enhance your studio/member relationships by offering extra rewards during the fall for members who bring in new guests. For instance, if a guest who a member invited signs up for a membership, the new member and the referring member could receive a free month, discount, studio swag, or additional guest passes (showing a little extra studio love!).

By implementing these strategies, your fitness studio can mitigate the effects of the summer slowdown and build a stronger, more engaged community that continues to grow well past the fall season as you tap into something super-easy to implement and promote: Guest passes.