How to boost revenue and attract new clients

What's the number one way for a fitness business (or other class-based business) to boost revenue and attract new clients?

Turn underperforming classes into workshops!

I frequently come across fitness studios and micro gyms that are in the process of growing a clientele, yet are offering enough classes to support a 150-person membership base. While it can be tempting to open your doors with several class offerings, you will likely find that many of these class times will underperform with only 1 or 2 clients. Or even worse, be empty.

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The line of thought goes something like this: “If I offer more classes my schedule will be more appealing and accommodating to potential clients, and I’ll get more signups.”

Now, it’s certainly true that class times need to fit within a prospect’s schedule. But it’s also true that the hardest thing for any new client to do is to get started. A long list of ongoing classes may not be the best way to help new clients to pull the ripcord and start a fitness program.

Here’s why:

An ongoing schedule does not convey a sense of urgency to potential clients. A client considering a micro gym or class based fitness program has no incentive to start now. The client may ‘want’ to start today, but doesn’t “have” to start today. If stuff is crazy at work or with the kids, she’ll just start tomorrow. It’s not uncommon for 3-5 months to go by before the client actually signs up.

Additionally, a large ongoing schedule of underperforming classes represents a significant opportunity cost for your business. Not only do you have labor costs for those hours, they represent an unproductive, non-revenue generating time in your studio.

How are workshops different?

A fixed start and end date provides a sense of urgency to sign up. If I don’t sign up now, I’ll have to wait for the next one. If I know that attendance is capped at 12 or 15 or 20, or that your workshops frequently sell out, I’ll be eager to sign up to make sure I get a spot.

It’s easier for people to wrap their mind around a shorter commitment. People can do anything for 4 or 6 or 8 weeks and they won’t hesitate the way they might if they are facing a 6 or 12-month membership agreement.

Conversion into your ongoing program: Workshop clients make great candidates to convert into your regular group class program. They are now used to driving to your studio multiple times a week for several weeks. If they enjoyed the coaching and see results, the odds are they will be ready to commit for a longer period of time.

Workshops are specific to certain populations like beginners, skiers, moms, etc (see some examples below) and grab the attention of potential clients. A 42-year-old skier knows he needs to get stronger to have a better year on the slopes. A new mom wants the accountability and companionship of working with other moms to get in shape and lose some baby weight.

Workshops are a separate revenue stream from your memberships. You can price them differently and they can bring in a significant amount of additional revenue. They can turn non-revenue generating hours into thriving, profitable, time slots.

How to make the transition:

If you are tracking attendance and regularly signing folks into classes via business management software you should be able to easily see which classes are underperforming. Let your current clients know that you will be temporarily canceling these time slots until demand increases.

Next, spend some time thinking about what type of workshop you want to offer. What will the focus be? What can the client expect? What will the programming or curriculum look like? How many days per week, number of weeks, cost, etc.

Some examples:

6 Weeks to Fabulous Glutes

Conditioning for Endurance Athletes

8-Week Weight Loss Challenge for New Moms

Weightlifting for beginners

Strength Training for Ski Season

Schedule your first one with at least 4 weeks lead-time and promote, promote, promote! Spread the word via your website and blog, current clients, newsletter, Facebook, etc.

Best of luck and please keep me posted! I'd love to hear your workshop ideas, how you promote them and the turnout you get etc!

Download the Boost Revenue and Attract New Clients Guide

This post was originally published in December, 2012. It has been updated to reflect new learnings.