Hosting an open house event at your fitness studio can be a game-changer for attracting new clients and strengthening your community- especially in September when we start to see clients make their way back to their routine. As a studio owner, your job is to grab prospective clients' attention before your competition does, and open house weekends or welcome week is one of my favorite ways to do that. But how? This is an event that needs to be thoroughly planned out. No "winging it" allowed. It's essential to plan meticulously, market effectively, and follow up strategically to ensure the success of your new client campaign. Here's a comprehensive guide to help you create a successful open house that brings you paying clients.
Before diving into logistics, clarify what you want to achieve with your open house. Are you looking to increase membership, introduce new services, or simply raise awareness about your studio? Having clear goals will guide your planning process and help you measure the event's success.
The success of your open house begins long before the day of the event. A well-thought-out plan will ensure that everything runs smoothly and that you can focus on engaging with potential clients rather than managing last-minute details. I recommend that studios offer two open house weekends per year- usually in September and January.
Your particular new client event will vary based on your studio culture and your city. Here are different versions of a new client event
Choose a date and time that works best for your target audience. Weekends or weekday evenings are usually ideal, as they allow more people to attend. Be mindful of other local events that could compete for attention.
Decide on your timeline, vibe, cost, and details so you can finetune from there.
Outline the flow of the event, including class styles and run times, studio tours, and any special activities. Consider offering mini-classes or workshops that give attendees a taste of what your studio offers without spending an entire hour (for free). Ensure that your staff is well-prepared and knows their roles for the day. Role-playing the client flow from introduction to class to purchase is extremely important for sales. Practice this flow with your staff, especially if your teachers are new to the idea of an open house with lots of brand-new clients.
A strong marketing plan is critical to attracting the right audience to your open house. A successful open house marketing strategy should start several weeks in advance and utilize multiple channels to reach potential clients. Use email marketing, paint your windows, get a sidewalk sign, consider Meta ads, and use your organic social media to get the word out.
Begin promoting your event 4-8 weeks ahead of time, depending on the size and scope. Create a schedule that outlines when and where you'll share information about the open house, from social media posts to email newsletters.
Use your free resources! Social media platforms are such powerful tools for generating excitement about your event, and they are free. Use countdowns, behind-the-scenes content, and live videos to build anticipation. Create a Facebook event and encourage your followers to share it with their networks. Have a budget? Consider running targeted ads to reach a broader audience in your local area (Pro tip: Ask Chat GPT to help you write your copy).
Don't underestimate your email list. There are probably hundreds of clients who signed up for your email list and have been waiting for a reason- like a free class- to come in for the first time. Include a clear call-to-action (CTA) that encourages recipients to RSVP or bring a friend. Follow up with reminders as the event date approaches. Click here for scripts.
While digital marketing is important, don't overlook the power of traditional methods. Distribute flyers in high-traffic areas, such as local cafes, downtown, and neighboring businesses. Partner with local businesses to display posters or offer cross-promotional opportunities. Use your windows as billboards, add QR codes to your sidewalk signage, and keep talking about your open house. Make sure there are people ready and waiting for your doors to open.
The Big Day: Engaging with Potential Clients
The day of your open house (or week) is your time to shine. You're going to be exhausted after being "on" all day, but this is your one chance to create a welcoming and engaging atmosphere that leaves a positive impression on potential clients.
As the studio owner, your primary role during the open house is to connect with prospects. If possible, leave the teaching to someone else so you can take the time to greet each client, answer questions, and learn about their fitness goals. Building a personal connection can significantly increase the likelihood of converting attendees into members.
Ensure that your studio is spotless and reflects the atmosphere you want to convey. Give guided tours that highlight your facility's unique features, and have staff available to demonstrate equipment or explain class offerings. Help each client get set up and introduce them to their teacher or other clients sitting around them. You want them to think, "I could see myself here," rather than, "I don't fit in; everyone else knows someone, and I'm all alone." After class, be ready to guide them back to the desk where you or a sales member can help them sign up for an intro package.
Remember to involve your existing members in the event. Offer them a special class or activity as a thank-you for their loyalty (this helps them not crowd into the free classes, too). Their presence will help create a vibrant, community-oriented atmosphere, plus it will show the new folks what to do and where to go.
Post-Event Follow-Up: Turning Visitors into Members
The open house doesn't end when the last attendee leaves. The follow-up is crucial for converting visitors into long-term clients.
During the event, collect contact information from attendees. Within 24-48 hours, follow up with a personalized email thanking them for attending and reminding them of any special offers. I also like to offer a free "You Missed It!" class to anyone who didn't attend.
You can grab follow-up scripts HERE. Make sure to keep the momentum going by inviting attendees to future events, sending regular newsletters, and adding them to your lead sheet. You want to be the first studio they think of when they're ready to join.
Open house weekends and welcome week is such a powerful way to make the most of your limited time and get in front of a ton of people who are looking to buy. Studio owners often trip at the finish line, so remember the sales process doesn't end when your open house is over; it begins. Nurture these clients like you would any other lead, and watch as your membership numbers increase.
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