Get the knowledge you need to become a successful Pilates studio manager. Explore this article to find the best practices for success.
Running a successful Pilates studio takes more than just great instructors and equipment. To nurture relationships with clients and improve retention over time, studio owners and managers need to focus on the entire customer experience from start to finish. Here are some best practices for managing a Pilates studio with client retention in mind:
Excellent customer service is essential for any small business, especially Pilates studios. Clients choose to spend their time and money on private or group sessions, so you want to ensure they feel valued and respected during every interaction. Some specific tips include:
Send personalized thank-you notes
In addition to prompt and friendly customer service, take the extra effort to send handwritten thank you notes. These can be for new clients, birthday reminders, holidays, referrals, or even just because. The personal touch of a handwritten note shows clients you genuinely appreciate their business and are invested in the relationship. Some ideas:
Suggested resources to support client goals
Demonstrate to clients that you are truly invested in their wellness goals by providing personalized resources and recommendations. For example:
The more value you can provide, the more indispensable your studio becomes to clients' daily health and wellness. These thoughtful extras show you care.
In addition to stellar customer service, Pilates studio owners should consistently evaluate ways to increase the perceived value of their services. Higher value encourages existing clients to attend and purchase more sessions. Here are some ideas:
Group sessions/classes
While private sessions allow for personalized attention, group classes offer a fun sense of community. Consider offering:
Group classes allow clients to invite friends to try Pilates. They'll meet new people and have an energized experience.
Discounts for purchasing packages
Offer tiered discounts when clients purchase multiple sessions at once. Packages increase retention by incentivizing upfront purchases and lowering cost per session. Consider packages like:
Make it easy to purchase packages online and frequently promote them via email, social media, and within your studio space. Packages with expiration dates drive attendance.
Incentives for referring new clients
Encourage current clients to refer friends by offering rewards when they bring in new business. For example:
Make sure clients know how much you appreciate referrals by calling them out and thanking them when new clients mention their name. Highlight incentives frequently.
In addition to optimizing the client experience and perceived value, Pilates studio owners and managers should actively promote their business through diverse channels. Marketing and advertising are essential for attracting new clients and staying top of mind with existing ones. Ways to promote your Pilates studio include:
Generate buzz with social media
An active, engaging social media presence allows Pilates studios to strengthen connections with current clients and reach new audiences. Ideas for social media success include:
Create a positive reputation
Manage your studio's online reputation by encouraging reviews on Google, Yelp, Facebook, and other sites. Respond professionally to any negative feedback. Offer incentives for leaving reviews, like entry into a monthly drawing for a free session. Make reviewing your business part of the signup process for new clients.
Host community events
Hosting special events at your studio is a great way to get current clients excited about bringing friends and exposing new audiences to your brand. Ideas include:
Creatively engaging with clients and community members helps reinforce the value of your Pilates studio and build meaningful relationships that translate to loyal customers and brand advocates.
While marketing, promotions, and programming are undoubtedly important for Pilates studios, prioritizing customer relationships is the key to retaining happy, loyal clients over time. Clients want to feel valued, respected, appreciated, and encouraged. Make customer service a priority, take an individualized approach to exceeding expectations, demonstrate that you care about client well-being, and actively promote an engaging brand experience. By doing so, your clients won't just attend classes; they'll feel like they're part of an uplifting community. Focus on nurturing this community, delivering an exceptional experience from warm greetings to follow-up notes, and your clients will keep coming back for more.
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