...

How To Build Your Intro Offer: The 3 Variables to Consider

Pexels Anthony Shkraba 4348404- Fit Degree
Pexels Andrew Neel 2312369- Fit Degree
Blog Details Img- Fit Degree
Thinking- Fit Degree
Pexels Cottonbro 5076531- Fit Degree

How To Build Your Intro Offer: The 3 Variables to Consider

Read Time :

You might have the best fitness business around, but potential new clients are always going to want to try before they buy. It’s marketing 101 to have a great “hook” or offer to capture the lead and bring them into a business’ ecosystem. Intro offers or new client specials have to be very unique for each individual fitness and wellness business, because there are a lot of variables at play. You’ll want to consider:

  • What type of modalities or services do you offer?
  • Who is the ideal client you want to attract?
  • What do your pricing options look like following the intro offer?

And that’s just the beginning of it! That being said, there are three main variables every business must consider when creating an intro offer: price, length and offering.

Basics of building an introductory offer

Before we can truly get started, I want to make sure we’re on the same page. Here is how I define some key business terms related to offer development.

  • A prospect refers to someone who has not entered your studio yet
  • A lead refers to someone who has purchased your intro offer
  • A client refers to someone who made a purchase following your intro offer, this could be a regular drop in, a class pack or a short term membership
  • A member refers to someone who is paying a recurring, automatic payment, usually monthly with no end date 

Your goal is to bring someone from a Prospect → Lead → Member in the most effective way possible. 

Note that we did not use the stage Client in this funnel as Clients typically stay as Clients. They are usually “commitment-phobes” or have other life obligations that don’t make them a good fit for a membership (i.e. Client that travels for work). It’s okay to entertain them but the focus should always be on getting everyone to the Member status. That is what will fuel your business.

How the three variables affect one another

It all sounds pretty simple, right? Figure out an offer, a length for it, and a price and you’re good to go! Unfortunately, there’s much more to it than that! Each variable in this equation will inevitably affect another. For example, price will most likely differ depending on the length of your intro offer. The length of your intro offer will dictate how many and what kind of offerings you’d like to make available on your intro offer. 

See what I mean? 

Then it comes full circle back to price, as the price will play a factor in the type of prospect you get through the door. For example, you will probably see an overall less committed lead if you are creating free intro offers vs paid intro offers. However you may lose momentum on a lead if your intro offer is severely  discounted and too long. There are pros and cons to each style and only testing will help you find out which one is best for you!

Introductory offer examples

Let’s look at two different intro offers and see how those 3 variables play out as well what we like and don’t like about these two offers.

First Example: FREE 10-day trial

Price … well that’s simple! It’s free, right? Yes it is simple, it is free.

Length … 10 days. Notice how this is more than a week but not a full two weeks. Of course that is obvious from face value but it’s clever in length. This will give the lead enough time to have at least one weekend as well double up on some weekdays but it’s not too long that they will lose interest and create excuses to not go back in a timely manner.

Offerings … with less time (and less compensation), you’re most likely going to have to limit your offerings to this prospect which means you have to get it right! You need to ensure that you understand the lead’s needs and are placing them in the right environments to end this 10-day trial with a warm and fuzzy feeling because you only have a few chances to really WOW them.

What we like … We like this intro offer because it’s short, simple and to the point. The free price point also removes any friction for them to get started with you. As long as you can keep momentum and get the lead on their next package (or even a continual membership) BEFORE the 10 days is over, then we think you will have success with this one.

What we don’t like … The only piece of this that we don’t like is the free price point. If you have not been able to successfully get them onto another package before their 10 days runs out, you’re wasting time and money on lead generation. With even a small payment down, you may get less leads but you will get more qualified leads.

Conclusion … As long as you have a high percentage of converting leads to clients before their 10 day intro offer expires, let it ride! If you see that you are not converting at least 50% of leads within 2 months, you may be driving in unqualified leads with a FREE option.

fitDEGREE can support your Studio Fitness

Consult with us now!

Second Example: Discounted, No Commitment 1 Month Unlimited

Price … Let’s say for easy numbers that your monthly unlimited, recurring autopay membership is priced at $100 and you’d like to offer an intro offer for $80. You are discounting your services 20% for a one time opportunity to get the full experience as a monthly member.

Length … 1 whole month. This gives the lead plenty of opportunity to experience every aspect of your business as well as potentially make some friends in the meantime! This will let them “try one of everything on the menu” because they have the time to bounce around.

Offerings … As mentioned before, with more compensation and more time, we can now provide the lead lots of value. They can try various classes, maybe a few one-on-one or small groups depending on what you offer. They can meet more of your staff and hopefully find an instructor they connect with.

What we like … We like this intro offer because we are most likely to get a very qualified lead in the door. They are going to need to pay you when they are a member of your business so it’s important to see if they are willing to pay to try it out. We also like this offer because this will give the lead enough time to make a few relationships whether that be with your staff or other members.

What we don’t like … The first 2 weeks of this offer are going to be the most critical! We want to make sure the lead is building up a consistent fitness routine during this one month offer. Make sure they come at least twice, if not three times, for both weeks of the first two weeks and then from there it should be a part of their lifestyle making the conversion from the discounted month to a fully compensated month a no brainer.

Conclusion …  This is going to come down to them feeling like a new person within a vibrant community on the other side of this month. You’ve played your hand with this intro offer and if they don’t like this discounted month, they certainly won’t be paying you the following month.

Breaking down these offer examples

Now in this quick analysis you may be wondering which intro offer is best for your business? The answer … we have no freaking idea without testing them! While the 1 month unlimited offer sounds very appealing for all of the reasons listed above, it also gives the lead a lot of TIME to think about this decision if committing to being a client of yours. In the world of sales, time to mull things over is not a good thing for the business! If there is any creep of doubt in that lead’s head about making the commitment to become a client, it’ll only grow more and more between visits back to your studio.

That being said, 10 days may not be enough time to find that favorite instructor or make friendships that’ll have them coming back; however, it does keep the lead focused and concise on visiting the business AND it’ll hopefully leave them wanting more. Ultimately, you must have a sales process in place to effectively test and track your offers.

As mentioned in both conclusions, success will most likely come down to getting the lead onto their next package before their existing intro offer expires!

Combining offers to create the ultimate funnel

Here’s the real secret: you’re going to have to test several offers to find your “winner”, and the real winner is likely to be a combination of two or more offers. These offers don’t necessarily have to be intro offers, the next offer could be a lever to get them committed to a greater period of time. By starting out with a 10-day, no financial commitment offer, the lead can get a taste of your business. Then, sticking to that concept of momentum we talked about before, we may use a discounted 1st month of a 6 (or even 12!) month membership. The goal is to get your leads to make a commitment to themselves and your business! 

And now they’re hooked! It’s this kind of lead-nurturing sales funnel that turns clients into active, paying members.

Intro offers are a unique and finicky thing for each business. It will take months and months of testing to find the right one (or the right combo of offers! but once you have that equation, you’re ready to rock and you’ll be on the path to stronger business growth.

CTA - book a call with our in house industry consultant to audit your intro offer flow.


Looks like you are finding this valuable, would you also like our latest copy of Navigating the New Normal?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Seven Ways to Provide Exceptional Service in Your Studio to Stand Out and Keep Members

Membership Models Demystified: Finding the Right Fit for Your Fitness Studio

Building a Strong Community: How to Foster Authentic Connections in Your Boutique Fitness Studio

Customer Spotlights: Showcasing Success Stories to Boost Gym Engagement

2024 Fitness Trends: Embracing The New Boutique Fitness Trends to Stay Ahead

Elevate Your Studio: The Power of Customer Spotlights to Boost Gym Engagement

Elevate Your Boutique Fitness Studio: Year-End Reflections for Ongoing Success

Unwrap Your Gym's Irresistible Holiday Campaign in 4 Steps.

Unleashing the Power of Newsletters: A Guide for Fitness Studio Owners to Boost Holiday Engagement

How to Boost Your Boutique Fitness Studio's Social Media Presence

Social Media Marketing For Fitness Studios: Building Genuine Connections Over Vanity Metrics

Mastering Employee Management: Best Practices for Boutique Fitness Studio Owners

Crafting a Comprehensive Handbook for Your Boutique Fitness Studio

Crafting a Successful First Year: Must-Have Events for Your Boutique Fitness Studio

Are Your Boutique Fitness Studio's Monthly Costs Weighing You Down? Here's How to Find Out

Revamp Your Fitness Studio: A Guide for Successfully Deciding When to Pivot

How to Create Effective Business Goals for Your New Boutique Fitness Studio: A Comprehensive Guide

Ready, Set, Launch: Your Fitness Studio's Complete Opening Day Checklist

How to Find, Interview, and Hire Staff for Your Fitness Studio

Boosting Your Fitness Studio's SEO Effortlessly: Simple Tips for Studio Owners

The Power of Video Marketing: How Fitness Studio Owners Can Attract More Clients

Six Strategies To Create And Market Your Boutique Studio’s Value Proposition

7 strategies for your boutique gym to compete against large brands

What Type of Financing is Right For My New Fitness Business? A Complete Guide

Six Steps to Create Your Fitness Studio’s Successful Business Plan

Your Complete Checklist to Market Your Fitness Business

How to Create a Captivating Founder’s Story For Your Fitness Studio

How to Identify Your Boutique Gym’s Ideal Client

Four Steps to Create the Perfect Mission Statement for Your Fitness Studio

3 Steps to Build a Strong Brand Strategy for Your Fitness Business

How to choose the perfect space for your fitness studio

Finding a niche for your new business

How to Leverage Business Partnerships to Improve Your Fitness Business

Improve Your Gym's Sales Success With Three Simple Questions

Black Friday Marketing: Your Complete Checklist for Fitness Studios

Three Steps to Improve Your Gym's Sub Policies

Do your staff feel appreciated? How to Improve retention with Employee Appreciation Week.

Seven Questions to Keep Your Gym Staff Happy and Engaged

The free marketing tool you need in your fitness business

Your Gym Needs a Budget: How to Increase Your Fitness Business’s Profitability in Six Steps.

Stop Doing it All: 4 Partners to Help Your Fitness Business Grow

How to Overcome Common Sales Objections to Sell More Gym Memberships

Six Ways to Improve Staff Effectiveness and Retention in your Gym

Eight Steps to Sell More Fitness Memberships

The Three Essential Objectives to Improve Gym Sales and Profitability

How to increase attendance and retention in your gym this summer

How to Increase Your Boutique Studio Sales by Optimizing Your Intro Process

Are your clients staying? Improve your gym's retention rate with these strategies

8 reasons why your intro offer isn’t converting into long-term memberships

Are large class packages harming your gym's business? How to price for competitive growth.

7 Ways to Boost Your Event Marketing and Capture Your Perfect Customer

Are You Using Pop Up Classes to Capture Your Perfect Customer? Here's How.

7 Steps to Create a 12-Month Marketing Calendar to Boost Engagement All Year

How to Maximize Guerilla Marketing to Drive New Clients to Your Gym

Is your gym set up for success? How to create and set achievable new goals in 2022

Is your staff growing your business? How to give constructive feedback to improve buy-in

How to increase your gym's profits without actually making any more money

Client Communication Excellence: Stand Out With These 4 Tools

Member Retention For Long Term Growth

Why Getting More Reviews For Your Gym Should Be A Top Priority

Referrals Should Be A Top Priority For Your Business

Navigating The New Normal

Testing And Tracking Intro Offers

How To Build Your Intro Offer: The 3 Variables to Consider

Membership Contracts and Why You Need Them

Creating A Successful Sales Process

Importance of an Initial Consultation

10 Rules For A Standard Group Class Model Pricing Structure

5 Key Factors For Creating A Revenue-Generating Pricing Structure

7 Things Your Website Needs To Turn Clicks Into Clients

5 Tips to a Successful Studio Management Software Transfer

The 5 Social Media Tools You Need Right Now

Why your Fitness Business Can't Survive Without Community and How to Build a Powerful One

7 Things Your Website Needs To Turn Clicks Into Clients

Why your Fitness Business Can't Survive Without Community (and How to Build a Powerful One)

Membership Contracts and Why You Need Them

Switching Studio Management Software: Reality vs. Expectation

How To Build Your Intro Offer: The 3 Variables to Consider

10 Rules For A Standard Group Class Model Pricing Structure

5 Tips to a Successful Studio Management Software Transfer

The 5 Social Media Tools You Need Right Now in Your Fitness Studio

5 Key Factors For Creating A Revenue-Generating Pricing Structure

How To Build Your Intro Offer: The 3 Variables to Consider

What Does It Cost to Run a Barre Studio?

How the Best Fitness Studios Niche Down to Build Their Business

How to Practice Self-Care When Your Job is to Care for Others

12 Facebook Live Tips for Fitness Studio Owners

Friends Don’t Let Friends Yoga Alone: 11 Tips for Successful Referral Marketing

How Your Yoga Practice Can Spark Gratitude

The 3 Main Ways Your Studio Website Is Failing You and How You Can Fix Them

Should You Crowdfund Your New Yoga Studio Business?

4 Reasons Your Members are Bouncing After Their Class Pass is Finished

Why Yoga Studios Are a Booming Business Right Now

Using Your Yoga Studio Business Software for Marketing 

The Importance of Having Yoga Studio Scheduling Software

Are Your Instructors Making or Breaking Your Studio Brand?

Comparing the Features of Different Types of Yoga Studio Business Software 

Best Software for Keeping Studio Management Simple

Pricing Breakdowns of the 5 Best Yoga Studio Management Software Options

3 Essential Tips for Keeping Yoga Students Happy

Posts You Might Like

Seven Ways to Provide Exceptional Service in Your Studio to Stand Out and Keep Members

The fitness industry is competitive. More likely than not, you have tons of direct and indirect competitors in your area, plus YouTube, Peloton, and every fitness streaming app.

Membership Models Demystified: Finding the Right Fit for Your Fitness Studio

Running a successful boutique fitness studio requires more than you probably imagined when you first decided to open your studio.

Customer Spotlights: Showcasing Success Stories to Boost Gym Engagement

As a boutique fitness studio owner, you understand the importance of creating a community-oriented and client-centric environment. If new clients wanted to exercise alone, they'd stay home and stream into their living room.

Software Updates

Software Update Img- Fit Degree
Want to know about the latest improvements to fitDEGREE?
SEE LATEST SOFTWARE UPDATES
Black Friday
Calender Icon Img- Fit Degree
sale
Ready to switch to a more affordable, customer-friendly management tool? We've got you covered.
SCHEDULE A FREE FITDEGREE DEMO

Get all the resources
in your inbox

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

About the author:

Nick Dennis
CEO + Co-Founder
fitDEGREE

Nick Dennis. Nick is a co-founder of fitDEGREE and has been involved in the fitness business for quite some time now both from the gym staff and software side of things. He may be an “accidental entrepreneur” but he surely knows how to get the job done!