Rewarding those already present

Believe it or not, you may not need to be looking so far to find members to become loyal to your studio. It’s more than likely that they are already current members at your studio, some of them being star class attendees, with their mats always at the front of the room or those that seem to have tried every single class you offer.

The truth is, existing members want excitement and motivation to stay at your studio as well, as they can only benefit from the new joiner discount once. So, why not reward those superstar individuals with perks and rewards, especially catered to them? Rewarding loyal studio members will show that you value them showing up time and time again, and that you see their efforts and have not forgotten about them even as you acquire new members. Using these tips in your studio will not only generate excitement, but maintain a loyal customer base that calls your studio home.

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Offer bring a guest features

Everyone knows working out with friends is more fun than working out alone. The best way to keep this going: establishing a guest feature at your studio. With this feature, members are invited to bring someone close to them into the studio to try out a class together. The advantage of this is that you get exposure directly from your members, people who are already part of your community. These members can easily “source” new members for you that would fit right into your studio culture. Your bring a guest feature can even lead right into the next step by using the member referral program.

With bsport, you can set this up in a variety of ways:

• Each studio member gets a certain amount of free bring a guest passes per month
• They can earn them as rewards
• Reserved for VIP members only

Members can pay for their guests with their own credits as well, so payments are easy and seamless. Plus, if a friend signs up, that will make both members more likely to stay at your studio, as they will not want to leave their fitness buddy alone!

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Launch a referral program

There’s no better member-owner win-win than a referral program. If you don’t have one set up at your studio, now is the time! Referral programs in your studio can work just as any other might — a member refers their friend or family member to your studio, and everyone gets a perk. The perk for them: money saved for both themselves and their friend. The perk for you: a new member with practically no effort.

With bsport’s referral function, you can customise the program to suit your needs – whether you offer a fixed amount, a percentage, or another reward. This helps you save on new customer acquisition, expand your reach, and strengthen the bond with existing members. A win for all – that’s certainly something worth celebrating!

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Gamifying promotions

One way to add excitement to the everyday environment in your classes is to add gamification elements through challenges and leaderboards which result in rewards. Challenges are a great way to increase motivation and bring people in. For example, you can run a 30-day burn challenge: if members come in 10 times in a 30 day period, they receive a free class. Or, if they try 3 new classes, they win some credits.

Be sure to advertise these challenges by announcing them on social media as well, the more places you can talk about it the better. Social media can be used as a gamification tool itself. Hold giveaways for the lucky member that gets chosen after many try to win by having your follower base repost stories and tag others in the comments to win.

Leaderboards in-person offer another way for members to engage with the studio. It offers a way for them to interact as a community, and adds some friendly competition! Leaderboards bring excitement between members, and a way for them to challenge both each other and themselves. By giving the leaderboard attention in a special place, joining the competition will be more exciting. Some ideas can be awarding those who have reached a certain number of classes in two weeks, or offering special discounts and prizes for the top achievers; enticing members to come in frequently.

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Create a VIP persona

It’s important to keep track of those members who are already most loyal to your studio so they can be recognized for it and feel special. It’s a good idea to tag them with a “VIP” tag in your CRM so you can keep track of them across your platform. Once you have tagged them, you can add that tag to your email campaigns for VIP members. Using a marketing automation tool like bsport’s Audience gets those individualised messages to them without a second thought.

VIP members, who may be higher paying or top-tier membership packages, can receive special codes for early registration to events or workshops, extra bring a friend passes, or a special class hosted only for them. Anything that really gives that VIP feel! By making your loyal members feel special, they will feel more valued and connected to your studio, in turn being less likely to leave.

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Personalized perks

Everyone likes receiving that special message on key days like birthdays and anniversaries. That doesn't stop at your studio!

• By sending members individualised emails for days like birthdays, they will feel like a real part of your community, and that you’re taking the extra step to connect with them.
• What they will appreciate even more: offer a one-time discount that can be used within a short period of time, for example 10% off their next class pack.
• You could even offer them free credits if you choose.

With bsport, you can send automated emails on important occasions like birthdays or anniversaries to regularly surprise and reward your members. Set up triggers for marketing communication to be sent as soon as those special days happen, so you never miss a beat.

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Tailoring rewards

The key to these rewards is that they must be relevant and targeted to the customer so that they will actually find them useful and take advantage of them. Tailored, unique benefits you give to your members can bring you great revenue, and build a group of members that come back to your studio over and over because of it. If this can be done correctly, the perks (and your studio) are golden!

Receiving discounts, promotions, codes, etc is the perfect way to draw members into fresh classes, advertise what you have going on at the studio, and is a marketing strategy that members love to interact and engage with. Using the opportunities outlined above, you will be sure to build and maintain loyalty with your client base.

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