School is back in session, Fall is here, and it’s the perfect time to re-energize your studio. In our latest webinar, industry expert Catalina Zbar of Telomere Consulting tackles a common challenge: how to win back lost customers and bring your studio to its fullest potential.

The webinar focused on several key strategies for winning back lost or at-risk clients in a boutique fitness studio. These strategies are designed to re-engage clients who have drifted away, encouraging them to return and rebuild their commitment to the studio. Here are the main approaches Catalina discussed:

1. Personalized Outreach

  • What it is: Sending tailored, one-on-one communication to lost clients, acknowledging their absence and encouraging them to return.
  • How it works: Use data to identify clients who haven’t attended classes for a while, and reach out with a friendly, personalized email or message. Mention specific details like their favorite classes or instructors to make the message feel more genuine and relevant.
  • Why it works: Personalized outreach shows that the studio cares about the individual and values their presence. This can rekindle a sense of connection and loyalty.

2. Special Offers and Discounts

  • What it is: Offering exclusive promotions, such as discounted class packs or a free trial week, specifically targeted at lapsed clients.
  • How it works: Create limited-time offers for lost clients to entice them back into the studio. Highlight these offers in emails, texts, or phone calls.
  • Why it works: Offering a tangible incentive lowers the barrier to re-entry for clients who might have left due to financial reasons or waning interest.

3. Re-Engagement Campaigns

  • What it is: Automated marketing campaigns designed to slowly win back clients by reigniting their interest in the studio.
  • How it works: Utilize tools like Mariana Tek to send out a series of re-engagement emails, starting with a gentle reminder of their time at the studio, followed by updates on new classes or events, and ending with an offer to return. Highlight changes, improvements, or exciting developments at the studio to spark interest.
  • Why it works: Gradual, automated touchpoints can keep the studio top-of-mind for clients and reintroduce them to what they once loved about the experience.

4. Client Surveys and Feedback

  • What it is: Asking lost clients for feedback on why they stopped attending and how the studio can improve.
  • How it works: Send a short survey or direct message asking for honest feedback on their experience. Offer a small reward, like a discounted class or membership credit, for completing the survey.
  • Why it works: Understanding why clients left is crucial for addressing any issues that might be preventing them from returning. This shows that the studio is open to improving based on client needs.

5. Exclusive Events or Re-Launches

  • What it is: Hosting exclusive events, such as VIP classes or client appreciation days, specifically targeted at former or inactive clients.
  • How it works: Invite past clients to an event where they can reconnect with the community in a non-committal way. Offer fun incentives like giveaways or free introductory classes to spark excitement.
  • Why it works: Events create a social, enjoyable atmosphere that encourages clients to return without the pressure of signing up for a membership right away.

6. Tracking and Monitoring Client Behavior

  • What it is: Using performance tracking and data analytics to spot early signs of disengagement and act before clients fully drop off.
  • How it works: Platforms like Mariana Tek can identify at-risk clients by monitoring attendance patterns. Once a client’s participation drops below a certain threshold, automatic reminders or personalized check-ins can be sent to address the issue early on.
  • Why it works: Early intervention helps address any dissatisfaction before it leads to a permanent loss. Engaging clients before they completely disengage shows attentiveness and increases their likelihood of sticking with the studio.

7. Introduce New Class Offerings or Formats

  • What it is: Launching new class formats or exclusive sessions to give lost clients a reason to return.
  • How it works: Introduce fresh and exciting classes that might appeal to former clients, such as seasonal fitness challenges or specialized workshops. Highlight these offerings in your marketing campaigns and outreach.
  • Why it works: New offerings can reignite interest among lost clients who may have gotten bored or plateaued with the previous class options.

These strategies aim to create personalized, engaging, and value-driven reasons for lost clients to come back, strengthening the studio’s community and improving client retention overall.

Key Takeaways for Fitness Studio Owners from Telomere Consulting

  1. Engaging New Clients: Make it part of your staff’s standard operating procedure (SOP) to ask new visitors if they’d like to subscribe to communications, emphasizing the infrequency and value of the messages.
  2. Win-Back Campaigns: The standard industry timeframe for triggering a win-back campaign is around 30 days of inactivity, but you can adjust based on the studio’s cadence of communication and intro offers. Avoid campaigns triggering before 20 days.
  3. Client-Centered Messaging: Focus on personalized, client-friendly language when reaching out to inactive clients. Instead of emphasizing how many days they’ve been gone, center the message around missing their presence and inviting them back with a friendly tone.
  4. Tailored Solutions: Every studio is different, so strategies like automation timelines or client communication may need to be customized.

These insights can help fitness studio owners enhance customer engagement, retention, and optimize communication workflows. 

For boutique fitness owners or those just starting out, investing in a studio management platform like Mariana Tek can be a game-changer. If you missed the webinar, consider catching the replay and explore how the right technology can transform your studio into a thriving, client-focused business.

Interested in learning more? Request a demo to see how Mariana Tek can fit your specific studio needs.
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by Julie Sippy Senior Marketing Manager, Brand & Community

  • First published: September 23 2024

    Written by: Julie Sippy