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

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

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December can be a tough month for boutique fitness. As the festive season reaches full swing, studio owners have two choices- calmly make it through a quiet studio season or lace up their marketing sneakers and sprint into holiday campaign planning. There isn't a correct answer for whether you should coast until January or go all out in December. Each studio's clientele will dictate what strategy will be best. But if you opt for the big holiday sale route, a well-executed holiday campaign can elevate your studio's success and end the year on a high note. 

Let's unwrap the steps to crafting compelling holiday campaigns that resonate with your clientele and keep your boutique fitness studio busy.

First, As Always, Define Your Campaign Goals

Nearly every blog begins with this instruction, and this one is no exception. Before you start planning your holiday marketing, first clarify the objectives of your holiday campaign. Whether it's boosting class attendance, promoting gift cards, or attracting new members before January, having clear goals will shape the rest of your strategy.

Step Two: Choose Your Sales and Promotions Wisely

Based on your answer to step one, you want your promotions to support your goals and lead your clients to take actions that move you closer to your objective. For example, if you're a bit shy of your end-of-year revenue goal, create package deals that are a no-brainer for clients (without sacrificing your profit margins!) 

 Depending on how elaborate you want your campaign to be, you might choose:

  • 12 Days of Fitness Package:

Offer a unique fitness class or fitness-related deal each day for 12 days leading up to the holidays. These campaigns could include exclusive classes, merchandise discounts, or special access to events.

  • Festive Fitness Bundle:

Create a holiday-themed fitness bundle that includes a mix of classes, merchandise, and a personalized fitness plan for the upcoming year if you have PT or nutrition services. Bundle discounts make the offer more enticing, especially if you're marketing to current clients.

  • Gift Card Bonus Deals:

Promote gift card sales by offering a bonus gift card with the purchase of a certain amount. For example, "Buy a $50 gift card, get a $10 bonus gift card for yourself.

  • New Year Kick-Off Special

Encourage clients to kickstart their fitness resolutions by offering discounted packages or memberships for the upcoming year- like a "Sign in December, Workout Free Until January" offer. Include a complimentary assessment or goal-setting session that they can redeem in December or January.

Introduce a special holiday pass that allows current members to bring a friend for a discounted or complimentary class. This not only boosts attendance but also introduces new potential clients to your studio and is a client favorite.

  • Flash Sale Extravaganza

Host surprise flash sales on specific classes or merchandise items. Announce these sales through email or social media with a countdown, creating a sense of urgency. These are exciting, easy, and effective. 

  • Philanthropy Class Series:

It's the season for giving, so help your clients check off that box by hosting a series of charity classes where a percentage of the proceeds (or a gift donation) goes to a local charity. These events not only promote community engagement but also attract clients who are motivated by the spirit of giving during the holidays.

  • Resolution Ready" Package:

Create a package designed for clients gearing up for their New Year's resolutions. You could include a mix of classes, goal-setting workshops, and exclusive access to resources that set them up for success.

  • Festive Fit Gear Sale:

Offer limited-edition holiday-themed fitness apparel or accessories. Consider bundling these items with class packages for an added incentive.

  • 2024 Pre-Sale Pass:

Offer a limited number of super-discounted (but still profitable) class passes for the upcoming year. These packages provide a financial incentive for clients to commit to their fitness goals early and help you spend less on marketing in January.

  • Holiday Fitness Challenge:

Create a fitness challenge that spans the holiday season. Offer unique rewards, such as prizes, discounted classes, or exclusive merchandise, to clients who complete the challenge.

  • Family Fitness Pack:

Capitalize on the holiday family focus and attract kids home from college by offering family-oriented fitness packages. Consider including discounted family passes or exclusive family fitness classes to help parents stay committed to their goals even when their kids are out.

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Step Three: Craft a Festive Atmosphere to Sell More Packages

If you want to raise awareness around your holiday promotions, make sure your studio reflects the season. Transform your studio into a winter wonderland. Add holiday decorations, twinkling lights, and maybe even a Christmas tree. The ambiance can significantly enhance the holiday spirit and attract clients to your promotions. Plus, it's fun to change up the environment.

Themed Classes and holiday parties are also a fun way to get in the spirit. Introduce holiday-themed fitness classes, parties, or events. Whether it's a "Jingle Bell Jog" or a "Santa Sweat Session," the novelty can draw in participants. One of my favorites is an "ugly Christmas tanktop" class where you sweat to popular holiday music. Finish off with some cranberry mimosas, and you've got yourself an Instagramable party.

Step Four: Leverage Email Marketing

Even in a social media age, most of your sales still come from your email list. Remember to:

1. Plan and Schedule in Advance:

Stay ahead of the holiday rush by planning and scheduling your emails in advance. Avoid last-minute chaos and ensure your messages align seamlessly with your campaign timeline.

2. Craft Standout Subject Lines:

Amidst the holiday email frenzy, your subject lines must stand out if you hope to be seen. Make sure your subject lines captivate attention and pique curiosity.

3. Embrace Personalization:

Personalization is the key to connection. Elevate your open rate by 29% by incorporating personalized elements into your emails. 

4. Highlight Discount Percentages:

Boost your open rate by 15% by including the discount percentage in your subject lines. Clearly communicate the savings your clients can enjoy, enticing them to open and explore the exclusive holiday offers.

5. Strategically Use Emojis:

   - Emojis add a festive touch and can increase your open rate by 28% or more. However, use them sparingly to maintain a professional tone and ensure they enhance, rather than overwhelm, your message.

Effective email communication is pivotal in driving engagement during the holiday season. Implementing these strategic tips will not only set your boutique fitness studio apart but also increase the likelihood of your holiday campaigns catching the eyes of your valued clients.

Running a successful holiday campaign for your boutique fitness studio involves a blend of creativity, strategic planning, and community engagement. By implementing enticing sales, leveraging effective marketing channels, and creating a festive atmosphere, you can attract new clients while also fostering a sense of community among your existing clients. Happy holidays and a prosperous new year!

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About the author:

Niki Riga
Industry Expert
Limitless Studio

Niki has been a client, a studio owner, and a coach in boutique fitness for over a decade, and she can’t think of an industry she'd rather be in. Her favorite part about coaching and studio ownership are the same: she loves supporting clients as they push past their limits and achieve their goals. Niki became a coach because she was regularly asked, “how did you do that!?” by other studio owners who were drowning in the day-to-day responsibilities of business ownership but didn’t have the support to grow their studio to its potential. She created Limitless Studio to partner with owners who have a vision for their business and are ready to implement systems to build the studio of their dreams.