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In the highly competitive fitness industry, how you follow up with prospects can make all the difference in converting a lead into a loyal member. Whether you’re an independent gym owner, a boutique studio operator, a gym entrepreneur, a personal trainer, a gym sales manager, or a gym salesperson, the way you engage with potential clients speaks volumes about your brand and can significantly impact your bottom line. Traditional methods like phone calls and emails have their place, but to stand out, you need to get creative with your follow-up strategy.
Here’s an extensive guide on innovative ways to follow up with your prospects and keep them engaged and interested in your fitness business.
1. Personalized Video Text Messages
Instead of sending a generic text message, create a personalized video message. This approach allows you to connect with prospects on a more personal level, showing them your genuine enthusiasm and inviting them to join your community. Mention something specific about them from your initial interaction—whether it was their fitness goals, a shared interest, or a challenge they are looking to overcome. This personal touch can significantly increase engagement and build rapport.
2. Social Media Direct Messages
Utilize platforms like Instagram, Facebook, and X (formerly Twitter) to send direct messages. This method is particularly effective if you noticed that a prospect has been interacting with your social media content. Sending a direct message shows that you’re attentive and willing to reach out on a platform they are comfortable using. Be sure to keep the tone friendly and informal, aligning with the platform’s casual nature.
3. Handwritten Notes
In today’s digital age, a handwritten note can be a refreshing change and make a lasting impression. It shows effort and sincerity, qualities that many prospects appreciate and remember. Mention something specific to your conversation with them and express genuine interest in helping them achieve their fitness goals. Include a small branded item or a discount coupon to further encourage them to take action.
4. Share Relevant Content
Position yourself as a valuable resource by sending prospects articles, blog posts, or videos that align with their fitness interests or goals. This could be a piece you wrote about achieving fitness goals or an inspirational story about one of your clients. Providing valuable content demonstrates your expertise and helps build trust with prospects.
5. Engage on LinkedIn
If you’re dealing with corporate clients or professionals, consider using LinkedIn to connect and follow up. Comment on their posts, share content that might interest them, and mention them in your content where relevant. This not only keeps you on their radar but also positions you as a thought leader in the fitness industry.
6. Host a ‘How-To’ Webinar
Invite your prospects to a free ‘how-to’ webinar that covers a topic of interest, such as “5 Simple Steps to Start Your Fitness Journey” or “How to Stay Motivated During Your Workout Regime.” Webinars provide a platform to showcase your expertise, address common questions, and offer solutions to problems they may be facing, all while building a community and generating leads.
7. Monthly Newsletters
Send out a monthly newsletter to keep your prospects informed and engaged. Include updates on new classes, special promotions, fitness tips, and success stories from current members. Make sure your newsletter is visually appealing and easy to read. Including interactive elements such as polls or quizzes can make it more engaging.
8. Feature Them in a Press Release
If your gym or studio is putting out a press release about an event or new program, consider including a quote from a prospect who has shown keen interest. Reach out and ask if they would like to be quoted in the release. This not only flatters them but also gives them a sense of involvement and investment in your brand.
9. Invite Them to an Event
Hosting an end-of-month fitness party or an open house can be a great way to showcase your gym’s culture and community spirit. Send a personalized invitation to prospects, encouraging them to attend and bring a friend. Events provide a non-committal environment where prospects can experience what your gym has to offer and interact with current members.
10. Use Creative Timing for Follow-Up
Consider unconventional times for follow-ups. While most follow-ups occur during standard business hours, reaching out in the early evening or during the weekend may catch a prospect when they’re more relaxed and have time to engage. Tailor your message to suit the timing; for example, a Sunday morning text could suggest starting the week strong with a workout.
11. Send a Personalized Gift
Sending a small, thoughtful gift can go a long way in making a prospect feel valued. It doesn’t have to be expensive—a branded water bottle, a small fitness tool, or even a healthy snack can work. The key is to make it personal and relevant to the prospect’s interests or goals.
12. Follow Up with Testimonials and Success Stories
Share success stories from clients who have achieved significant results at your gym. Include testimonials from members who were initially hesitant but are now thriving. Relatable stories can motivate prospects to envision their own success with your guidance.
13. Offer a Personalized Fitness Plan
Create a simple, personalized fitness plan based on the initial conversation with your prospect. Send it along with your follow-up message, emphasizing that you’re committed to helping them achieve their goals. This gesture not only shows that you’re attentive but also positions you as a dedicated professional who goes the extra mile.
14. Send a Fitness Challenge Invitation
Invite your prospects to join a fitness challenge. It could be a week-long challenge like “7 Days of Planks” or a month-long challenge such as “30 Days of Cardio.” Challenges can be fun, engaging, and provide prospects a taste of the community and motivation your gym offers.
Conclusion
Following up with prospects is more than just a sales tactic—it’s an opportunity to demonstrate your gym’s unique value and create meaningful connections. By getting creative with your follow-up strategies, you not only stand out from the competition but also increase the likelihood of converting prospects into loyal members. Remember, the key is to be genuine, personalized, and consistent in your efforts. Every touchpoint is a chance to build a relationship and showcase what makes your gym or fitness studio special. Contact Jim here.
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If your fitness business is in need of a turnaround, a boost in sales, or a fresh marketing approach, we’re here to help. We offer a free initial consultation to discuss your specific situation and explore how our expertise can make a difference. Don’t hesitate to reach out to Jim Thomas at 214-629-7223 or find valuable insights on YouTube. Follow me on LinkedIn
An Outsourced CEO, Turnaround Expert and Author, Jim Thomas is the founder and president of FMC USA Inc., a management consulting, turnaround, financing and brokerage firm specializing in the leisure services industry. With more than 25 years of experience owning, operating and managing facilities of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully overcome obscurity, improve gym sales, build teamwork and market fitness programs and products. Visit his Web site or YouTube Channel.
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