Free trials are an excellent way to get potential students to your dojo. However, the key lies in converting these prospects from casual attendees into committed students of your dojo.
Below, we’ll outline strategies to help you achieve exactly that. First, we’ll focus on creating a great first impression, then explain how to follow it up with a smooth onboarding experience and give you some ideas to incentivise free trial class attendees to keep coming back to the dojo.
Nail the First Impression
When someone signs up for a free trial, their experience starts before they walk through your doors. That first impression begins right from the first contact with your dojo, whether on social media, your website, or their experience booking the class. Here’s how to set the tone for a lasting relationship from day one.
Streamline the booking process. It should take no longer than five minutes for someone to register for a free class – any longer and you risk losing their interest. Make it as easy as possible for people to book online by using automation tools to handle bookings efficiently.
When people arrive for their trial, greet them warmly, give a short run-through of the class and make them feel at ease. If first-time students don’t feel welcome, they’ll be much less likely to return. Part of this is making sure you’re ready to answer questions about gear, classes, and class options and providing extra guidance to newcomers. This personal touch can go a long way and addresses any potential barriers face-to-face.
Streamline the Onboarding Experience
Once a prospect attends a trial class, it’s essential to have a clear onboarding process that helps them see the value of coming back to the dojo. Follow up quickly by sending an email or text soon after their visit. Thank them for trying your club, offer any further information they might need, and invite them back for another session. For the best results, personalise these messages to make the follow-up feel more genuine.
When prospects have had a successful trial, guide them through the next steps. You might offer a one-on-one session to discuss their specific training goals or set them up with a progress plan to follow.
Encourage Commitment with Incentives
Turning free trial class attendees into a committed student often comes down to how attractive your offer is. Give them a nudge in the right direction by providing limited-time offers; for example, waive the typical joining fee if they join within a week after their trial, or offer a freebie with a class pass that has an expiration date. The sense of urgency can prompt action while the experience is still fresh in their minds.
You can even encourage trial students to bring friends along by offering them referral discounts or rewards. Group training enhances motivation, making them more likely to come back if they have a go with.
Use Dojo Management Software to Boost Retention
Dojo management software is a powerful tool for converting free trial attendees. Use it to track attendance and set up automated follow-up emails based on their class visits. For example, send a “We’d love to see you again” message if they haven’t returned for a second class within a week.
Flexible class options can also help convert attendees into regulars. Consider offering monthly rolling options or class packages to give prospects the flexibility they might need.
To sum up, turning trial attendees into committed students is about building relationships from the first interaction. By providing a seamless experience, offering incentives, and leveraging your management software, you can transform free trials into loyal members.
ClubRight is the go-to management software for martial arts clubs, taking care of everything from membership management and billing to class bookings and online joining—plus a whole lot more. Give us a call today on +44 (0)203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 1000+ fitness businesses across the UK.
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