I started a CrossFit gym in 2008 and sold it in 2017. I experimented with everything when it came to the business. Below, I’ll lay out the steps to not only get more clients but the right type around the new year. It was by far the most effective promotion we ever ran. I’ll keep it simple and explain why it worked at the bottom.
Gift Card Promo
- Get gift cards printed with your logo and a free month with the dollar amount in the top right (*it’s very important you put the dollar amount – we experimented with this) I used http://www.plasticprintsolutions.com
- Gift every member in your gym two cards to give out for Jan / Feb / Mar (*put an expiration date on the card – you want to create some urgency)
- If the referred friend ends up joining your gym, give the referring member a free month.
That’s it. Simple.
We ran this for the first time in 2012 and had 50 new faces come try out our gym and gained 32 members. I think I paid $300 for the cards. Not a bad ROI.
Why it works?
The class gym model is interesting. The experience is better for your clients when they work out with their friends. This directly incentivizes people to invite their friends. An invited friend is more likely to convert into a long term client than a walk in off the street.
I tried all types of free promotions. Most people just didn’t take it seriously. Putting the dollar amount on a physical gift card signals that $ is being exchanged for a service. This signals value to the referred friend.
Your clients will be more selective with who they gift the card to. They want their free month just as much as the next person. You are getting a solid referral for a month trial.
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