If you're a small business listed on ClassPass, it's a great way to fill spots and get people through the door, but how do you turn those ClassPass visitors into loyal, paying clients? With a few strategic moves, you can convert drop-ins into dedicated members of your community. Here’s how!
Step 1: Pre-Class Connection
Before your client even walks through the door, it’s essential to set the stage for an amazing experience. Here's how you can start building that connection:
Welcome Message: Send a personalized email or text ahead of time. Let them know you’re excited to have them in class. Mention anything they might need to bring or know beforehand. This small touch make people feel comfortable and welcome.
Introduce Your Studio & Instructors: Give a quick rundown of what they can expect and highlight your studio’s unique vibe. Maybe even introduce the instructor by name with a fun fact or two. A little familiarity goes a long way in building comfort.
Step 2: Create a Memorable Experience During Class
The class itself is the make-or-break moment. Ensure you’re providing a fantastic experience that will make them want to come back for more.
Personalized Greetings: If possible, have the instructor or front desk staff personally greet ClassPass attendees. Use their names and ask if they’re new to the type of class or if they have any questions. Don't forget to give them a lay of the land. Point out the restrooms, water station, where to put their belongings etc. Ask yourself, what would I want to know when walking into a new studio?
Engaging Instruction: Encourage your instructors to be a bit more engaging and interactive. A warm, enthusiastic instructor who gives gentle cues and feedback will create a memorable experience. Make them feel like a part of your community, not just another drop-in. My favorite studio in Austin, does great at creating community. My first boxing class the instructor asked my name, and gave me encouragement throughout class. I instantly felt more connected and welcomed!
Step 3: Follow-Up Right After the Class
After class is where the magic really happens. A small effort here can lead to major results.
Thank You & Feedback Request: Send a thank-you message or email within a few hours of the class. Add a line like, “We loved having you in class today!” Follow it up with a simple request for feedback or a quick survey to show you’re always striving to improve.
Special Offer: Include a special offer or discount code. For example, “Loved the class? Sign up for our monthly pass and get 20% off your first month!” This limited-time offer encourages them to make the switch.
Step 4: Consistent Engagement & Building a Community
It’s all about staying connected and making them feel like they’re part of something bigger.
Invite Them to Follow You on Social Media: This is a simple way to stay on their radar. Drop your Instagram handle in the follow-up message and encourage them to follow you. Share content that showcases your studio’s vibe, community, and the fun happening in your classes.
Create Community Events: Organize special events or themed classes that are exclusive to your regular clients. Offer a few guest spots to ClassPass clients so they can experience what they’re missing out on. Events like workshops, charity classes, or social mixers can make a huge difference.
Regular Check-ins: If a ClassPass client attends your studio more than once, send them a quick message acknowledging their return. Let them know you’ve noticed and are glad to see them back. A little acknowledgment goes a long way!
Step 5: Convert Them with a Seamless Sign-Up Experience
Make it as easy as possible for them to become a full-paying client.
Clear, Simple Pricing Options: Have your pricing options prominently displayed and easy to understand. Make sure clients know the benefits of signing up directly with your studio, like early access to classes, discounts, or exclusive perks.
Incentives for Signing Up: Offer incentives that make sense for your business. Maybe it’s a free class after signing up for a month, or a discount for signing up in their first week. Whatever it is, make it irresistible!
Recap: Your ClassPass Conversion Checklist
Pre-Class: Send a welcome message and introduce your studio & instructors.
During Class: Make ClassPass attendees feel welcomed and engaged.
Post-Class: Send a follow-up message, request feedback, and offer a special deal.
Build Connection: Engage on social media, create community events, and acknowledge repeat ClassPass clients.
Convert: Ensure seamless sign-up options and offer enticing incentives.
ClassPass can be a great way to introduce new clients to your business, but it’s up to you to turn that one-off visit into a lasting relationship. With the right approach, you’ll see those ClassPass clients returning again and again, and soon enough, they’ll be signing up as regulars.
At July House, we’re here to help you grow, connect, and achieve success. Book a small business audit with us and let’s us help you continue to achieve greatness!
Until next time, keep growing! 🌟
America
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