How to Successfully Launch a New Class at Your Fitness Studio
The fitness industry is always in motion, and studio owners and managers have a continuous role to play in innovating their service offerings to keep up with evolving wellness trends. One of the obvious ways to do this is by adding a new class every now and then to keep growing your services, and in turn, your client base.
You should consider adding a new class if you want to attract new clients or a new kind of client. For example, you may have a solid number of members, but you’re lacking in the 25-35 age range, or a majority of your clients are women—It’s OK to have core demographics, but it’s always important to have offerings that are attractive to a diverse clientele.
Deciding on a New Class
The decision to introduce a new class to your studio is both exciting and pivotal. It's an opportunity to differentiate your offerings from the competition and provide something fresh for your existing members.
Choosing the Right Class
Before you start drawing up schedules and hiring instructors, it’s crucial to do your market research. What types of workouts are trending? Which classes do your competitors offer that you don’t? Survey your existing members and potential target market. Perhaps there's a demand for a High-Intensity Interval Training (HIIT) class, or a quieter yoga session could be the hit if offered in the evening.
KPIs are a great tool to utilize at this stage to analyze which classes are performing well, and which ones might need a replacement or re-fresh. Attendance and utilization reports are the best way to read these metrics.
Aligning with Your Brand and Market
Your new class should both align with your studio’s ethos and meet the needs of your community. If you’re known for holistic wellness, a meditation or mindfulness class would complement your brand image. It’s about finding the sweet spot where your vision meets consumer interests.
Determining Class Times
The timing of your new class is just as critical as what you're offering. The goal is to make it as convenient as possible for your audience to attend, thereby maximizing the chances of uptake.
Peak vs Off-Peak Times
Assess your peak times with KPIs; these are when your studio is busiest. If you find that a certain type of program does exceptionally well at specific times, you may want to capitalize on this with your new class. Alternatively, offering a unique option during off-peak hours could be the catalyst for increased foot traffic at typically quiet times.
Scheduling Software
Consider using scheduling software that not only makes it easy for clients to see available classes but also allows you to track bookings and popularity over time. This data will be invaluable in making informed decisions about class times.
Class Promotion
Now, the class itself may be fantastic, but how will your members know about it? Promotion is key to getting people through the door and onto the mat.
Multi-Channel Campaigns
Use a combination of marketing channels to promote your new class. Email campaigns can provide detailed information, while social media teasers can create a buzz. Traditional methods like in-studio announcements and flyers can be complemented by digital posters and announcements on your website.
Pay attention to click rates across emails, and engagement on social media to assess how your marketing is performing—responding to comments on social media is a great way to maintain interest with anyone who interacts with your posts.
Community Partnerships
This can be helpful if you’re launching a new class that has broad appeal to people outside of your typical clients—like starting to offer sound baths at your yoga studio. Forge partnerships with local businesses, influencers or community groups. Co-hosting events or offering joint promotions can significantly broaden your reach, getting the word out beyond your immediate following.
Class Execution and Assessment
The day has come to launch your class. Implementation is only the beginning; assessing its success is an ongoing endeavor that informs its future.
Instructor Training and Support
Ensure your new class is well-supported with instructors who are not only knowledgeable but passionate about the class content. Host training sessions and provide the resources they need to succeed. After all, an enthusiastic instructor is one of the best marketing tools you can have.
Member Feedback
Gather feedback from those who attend the inaugural classes and the subsequent ones. Use surveys to understand what they enjoyed and what could be improved. A direct line of communication will help you tailor the class to meet your members’ preferences.
Attendance KPIs
Track attendance data and compare it with other classes using your KPI data. Be patient; it often takes a few months for a class to gain traction. If numbers don’t align with your expectations after this period, it might be time to reassess the scheduling or the class's content. Pay attention to attendance and utilization reports, as well as client demographics to find out who is attending this class, and if you were successful in expanding your clientele.
Showcasing Success
Use social media and your website to showcase the impact the class has had. Before-and-after stories, member testimonials, and highlights from some of the most memorable sessions can be compelling content for both current and prospective clients.
Launching a new class at your fitness studio is a dance of many parts. It requires insight, planning, effective marketing and a willingness to adapt. By staying attuned to the needs and wants of your community, while also managing the data and details with finesse, you can turn the introduction of a new fitness class from an anxious wait to the enthusiastically anticipated event it should be. Good luck, and keep moving those feet to the beat of progress!
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.
