Tips to Attract New Clients this Holiday Season (and Eliminate Studio Intimidation)

Seasonal promotions, upcoming New Year resolutions, guest passes, and gift giving—have you recently looked at your studio acquisition and conversion strategy, especially during the super-busy end-of-year push? December leading into January is always the prime time to attract new clients. So, how can you ensure the individuals you welcome through your studio door aren’t just seasonal but the type of studio members who will benefit your studio community (and stay engaged long after the intro offer is over)?

Here are our top tips for attracting new clients you want to retain and ways to eliminate in-studio intimidation so they feel as if they belong the moment they step into your fitness business. 

1. Holiday specials with long-term benefits

Craft holiday and New Year promotions that offer immediate discounts and highlight the long-term benefits of committing to a fitness routine. Emphasize the positive impact on health, stress reduction, and overall well-being of consistent movement. Consider bundling services and adding incentives, like 1:1 private training sessions, guest passes, retail items, or nutrition consultations with extended memberships.

2. Engaging and exciting classes and events

Curate a holiday-themed class schedule with unique, festive workouts. Consider events like fitness challenges, themed classes, or even charity drives that align with the holiday spirit. Use these occasions to showcase your studio's camaraderie and positive atmosphere, making it a memorable experience for potential long-term clients. It’s not too late to pull something together!

3. Free trial classes

Ensure that your free trial classes provide a comprehensive experience of what your fitness studio offers. Consider offering introductory classes for various fitness levels and preferences. Provide personal attention during these sessions, demonstrating your commitment to individualized fitness journeys and creating a positive first impression.

4. Social media presence

Develop a robust social media strategy that goes beyond promotional content. Showcase your studio's personality, share behind-the-scenes glimpses, actively engage with your audience, and lean into video. Remember to use trending songs for more views! Encourage clients to share their fitness journey on social media and tag you, creating a sense of community beyond your studio's physical walls.

5. Celebrate even small milestones 

Create deeper relationships as clients progress in their bookings and membership tenure. Consider instituting a social series and hosting exclusive events or workshops for loyal members, adding value to their commitment. Use personalized communication to acknowledge milestones in their fitness journey and express appreciation for their ongoing dedication.

6. Member success stories

Regularly feature member success stories on your website, social media, and within your studio. Include diverse stories that resonate with various potential clients. Consider creating video testimonials to add a personal touch, showcasing physical transformations and the positive impact on overall well-being.

7. Prioritize convenient scheduling and flexibility

To optimize your schedule, use Walla’s reporting to analyze booking trend insights, including peak times and class preferences. Offer flexible options such as early morning, lunchtime, and evening classes to accommodate different lifestyles. Integrate VOD, online classes, and your Wall or branded app to make it easy for clients to book and manage their classes, emphasizing ultimate convenience for even the busiest schedule.

8. Post-holiday follow-up

Implement a comprehensive post-holiday follow-up strategy. This can include personalized thank-you messages, specific seasonal marketing automations, surveys to gather feedback, and exclusive offers to encourage continued engagement. Use this opportunity to address any concerns, showcase upcoming events, and reinforce the sense of community within your fitness studio.

Now that you’re successfully attracting and retaining new clients this holiday season, making your fitness studio welcoming and inclusive is crucial to eliminating intimidation for new clients. Here's a more in-depth look at how you can achieve this:

1. Warm welcome and orientation

Design a welcoming reception area and ensure your staff are trained to provide a friendly and supportive welcome. Offer orientation sessions to new clients, introduce them to the facilities, explain class formats, and address any questions or concerns they may have. Also, ensure you have a note for new clients on your class schedule if you want them to come to the studio early for their first in-studio experience!

‍2. Diversify your marketing materials 

Showcase diversity in your marketing materials, especially on social media. Use imagery representing people of various ages, body types, and fitness levels. Highlight the inclusivity of your studio by featuring real members in promotional content, demonstrating that everyone is welcome and embraced.

3. Beginner-friendly classes

Clearly label and promote beginner-friendly classes. Offer introductory sessions or workshops specifically designed for newcomers. Ensure instructors are trained to provide modifications and alternatives for different fitness levels, making everyone feel comfortable and capable.

4. Buddy system or group onboarding

Implement a buddy system where new clients can attend their first classes with a friend or be paired with a seasoned member who can guide them. Group onboarding sessions can also create a sense of camaraderie among newcomers, helping them feel less isolated and more connected to your studio fitness community.

‍5. Inclusive language and messaging

Encourage your instructors and staff to use language that emphasizes inclusivity and encouragement in your (and their) communications. Avoid language that may be perceived as exclusive or intimidating. Focus on positive messaging that emphasizes the benefits of fitness for everyone, regardless of their current fitness level.

6. Empathetic staff training

The energy of your staff influences the energy of the studio! Train your staff, including front desk personnel and instructors, to be empathetic and understanding. Teach them to recognize signs of discomfort or hesitation in new clients and provide the necessary support. Create a culture of patience and relatability where questions are encouraged and everyone is treated with respect.

7. Create a non-judgmental environment

Foster a culture of non-judgment within your studio. Display signage or create a mission statement highlighting that everyone is on their unique fitness journey and that judgment has no place in the studio. Encourage a supportive atmosphere where members celebrate each other's successes.

‍8. Feedback loops 

Establish feedback mechanisms to understand the experiences of new clients. Encourage them to share their thoughts anonymously or through surveys. Use this feedback to continually improve the onboarding process and address any potential sources of intimidation.

9. Community-building activities

Organize events or activities that foster a sense of community among your members and showcase what makes your studio truly unique. This can include social gatherings, themed classes, or fitness challenges. Creating connections beyond the workout can help new clients feel more integrated into the studio's community.

Remember, the key is to create a holistic and positive experience that not only attracts new clients during the holiday season but also is a safe space where everyone feels valued as you nurture and lay the foundation for long-term commitment and loyalty.