Boutique Fitness Expert Tips to Welcome (And Retain) New Members 

If you are new to a modality or a studio, it can be intimidating. Welcome first-timers by name, maybe even on a sign or a hand-written note. Have the instructor or your front desk staff approach newcomers directly after class, asking what they thought of the workout or if they have any questions. It’s the little things that make a studio stand out and show that they care about their community. –Libby Burton, Sales at Mariana Tek, former fitness program director 

Ask people about themselves – small talk goes a long way! Introduce them to another client, a regular, who can share their own perspective on the studio. Some studios are forgoing front desk staff to cut cost, but I think that’s a missed opportunity to build a sense of community before and after class. –Jess Speer, Customer Success at Mariana Tek, former studio operator and instructor

Pair first-timers up with a member that you know can help them through the flow of the workout. Instructors shouldn’t over-coach, but they can take cues for how much support the new client might want to make their first class a positive experience. –Jason Snider, Community Specialist at Mariana Tek

Start with a friendly, upbeat greeting that emphasizes how excited you are to have them joining your community. Acknowledge their effort – make them feel proud for deciding to try something new. –Taylor Spaw, Sales at Mariana Tek, and Studio Owner 

All the important details!  What to wear, how early to arrive, parking instructions, what equipment will be used, what class size to expect. You want them to feel prepared! –Mollie Navarro, VP of Customer Success at Mariana Tek

The first email is a great opportunity for a personal touch, make sure newcomers feel supported and comfortable. Provide a good point of contact for them to reach out to if they have questions. Share what they can expect from your community culture and values – highlight what makes you different. Add a small, thoughtful bonus, like the ability to bring a friend for free, a free water or towel, etc. –Shannon Tracey, VP of Sales and Marketing at Mariana Tek; former studio operator

Converting new customers at a boutique fitness studio is all about making them feel special and excited to come back. Make them feel like they’re already a part of the crew! And when it comes to the signup – offer a killer deal to kickoff like a 2-for-1 or a free class. When it comes to memberships, keep offers simple and clear. No pressure, just options that make sense. –Taylor Spaw, Sales at Mariana Tek, and Studio Owner 

Have a clear and repeatable playbook for your front desk and instructors to follow for new members. Front desk should give a quick tour of the studio, learn how they heard about your studio and introduce the person to their instructor. Instructors should ask about goals, ask what kind of support they might want, and above all, invite them back for another workout. When class is over, It’s incredibly powerful for the instructor to walk them back to the front desk staff, and say “I can’t wait to see you again.” That leaves an impression! –Jess Speer, Former studio operator and instructor 

Be authentic during their trial period. Coach them during classes as encouragement, not over-coaching. Share notes on potential members with all trainers, so everyone has a consistent approach and the trialer feels welcomed and recognized. –Jason Snider, Community Specialist at Mariana Tek

In the biz app, instructors can see milestones, birthdays and all sorts of details about the clients signed up for their classes. Use this data for personal shout-outs or encouragements during class. Train instructors to carve out a specific time for shout-outs so it becomes part of their routine each and every class. –Libby Burton, Sales at Mariana Tek, former fitness program director 

Use the ‘first-timer’ tag! Instructors can scan for first-timers ahead of every class to know who they you can give a special welcome, or who many need a bit of extra support. –Haley Ladd-Luthringshauser, Program Manager at Mariana Tek, former instructor 

Instructors can add their Instagram and Spotify handle to their Mariana Tek instructor profile! Clients can get to know them and their style, or listen to playlists they’ve made for classes. –Mollie Navarro, VP of Customer Success at Mariana Tek

Client insight allows instructors to make and share custom notes with other instructors at the studio. This way whoever is working can be up to date on goals, progress or membership interest. This is also a great way to share information about injuries, goals, or other information personal to that client. It helps make the experience that more personal and high-touch. –Jason Snider, Community Specialist at Mariana Tek