Capturing & Converting Your Summer Members
For those of us in the Northern Hemisphere, summer is coming to a close. Kids—big and small—and teachers are all returning to the classrooms. Hopefully you had a summer membership offer for the college students returning home for a few months, or the teachers who have more time to join in classes when the kids are out of school. But now that the summer is coming to a close, what do you plan to do to keep these memberships?
There are a few summer members that will no longer be able to attend classes because, as we mentioned above, they are returning to campus. But for your local students and teachers the key is to give them a membership offer that has a low-commitment, and a set number of classes. They aren’t wanting an Unlimited membership when their time feels constrained. Instead, you want to offer a limited membership that allows them to continue their practice and routine without any pressure. So how do you go about making the switch?
Start communicating now
Send an email to your summer membership clients with a survey. Find out what they enjoyed, how this summer made them feel, etc. This information will be useful for your follow-up messages.
Cater your pricing
Create a pricing option for your Summer Members to convert them. Ideally something in the 4-6 classes/month is best. If you have this membership option available at your studio already, that’s great.
Give them some motivation
What about 25% off their first month? Or some extra swag for joining the studio more permanently? Make this about them. Using some of the information you gained from the short survey, you can tailor your messaging to speak to their goals and motivations. Did most of your clients reply sharing how good they feel? Are they feeling more balanced, more centered, less stressed? Teachers, in particular, have a pretty rough job these days so trying to give them a bit of stress-relief via a movement and yoga practice is key.
Share the love
This is an opportunity to also capture other teachers and students that perhaps didn’t participate in your Summer Membership program but would benefit from a limited membership. Create a fitness email marketing campaign for your entire audience that they can share. Something like:
Teachers- we love you! As a thank you for all that you do for our kids and our community, we’re offering teachers a special discount on our five class membership for a limited time. Community, we’d love it if you could send this email to the teachers in your life, letting them know we’re here!
Take to social media
Create a post and story that you can share amongst your community about the need for teachers to have a place to release stress and find balance. Round it out with a carousel of posts sharing the benefits of yoga for not only teachers, but students as well!
Win them back
And if you can’t win them over now, win them back! Have an email drip sequence in place to connect to these clients in the next 30 days, 60 days, etc. Prepare your win-back to speak to their needs—with a low-commitment, low visit type offer. And be sure you have all of these names on hand for late spring of next year so you can reach out and see if they’re ready to re-join as a summer member.
We find summer memberships are one of the easiest groups of clients to target as you build out your fall fitness marketing strategy. To gain insight into your business and whether your current fitness email marketing is helping to drive your sales, book a free intro call with Telomere. Our services include email marketing, wellness business consulting, social media management, and social ad management.
Telomere Consulting provides business consulting and marketing services to studio owners in the boutique fitness and yoga space. The Telomere team helps you navigate business strategy from conception to implementation. We provide end-to-end marketing support and would love to hear from you. Click here to book your free intro call. We want you to treat your business the way you treat your body – making the right choices now to optimize its potential for a long and healthy life. Visit us here to learn more.
