Day passes are an excellent way to get potential members to your gym. However, the key lies in converting these prospects from casual users into long-term members.
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 day-pass holders to commit to memberships.
How to Nail the First Impression
A day pass holder’s experience starts before they walk through your doors. That first impression begins right from the first contact with your gym, whether on social media, your website, or their experience booking the pass. 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 day pass – any longer and you risk losing their interest. Make it as easy as possible for prospects to purchase a day pass online. If you offer free trial passes to classes, consider using automation tools to handle bookings efficiently.
When day pass holders arrive, greet them warmly, give a short tour of the gym, and make them feel at ease. If first time visitors don’t feel welcome, they’ll be much less likely to return. Part of this is making sure your team is ready to answer questions about equipment, classes, and membership 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 uses a day pass, it’s essential to have a clear onboarding process that helps them see the value of committing to a membership. Follow up quickly by sending an email or text soon after their visit. Thank them for trying your gym, offer any further information they might need, and invite them back for another session. For the best results, personalise these messages (for example, mention a class they attended) to make the follow-up feel more genuine.
When prospects have had a successful trial period, guide them through the next steps. You might offer a free consultation with a personal trainer to discuss their specific health goals or set them up with a workout plan to follow.
Encourage Commitment with Incentives
Turning a day pass holder into a member often comes down to how attractive your membership 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 membership deal 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 day pass holders to bring friends along by offering them referral discounts or rewards. Group fitness and shared workouts enhance motivation, making them more likely to commit if they have a friend to train with. Then, use bolt-ons to let the member customise their experience and benefit from extras like guest passes, free fitness assessments, or discounted personal training sessions.
Use Your Gym Software to Increase Retention
Aside from managing the gym, your management software is a powerful tool for both converting and retaining members. Use it to monitor how often day-pass users attend classes or use facilities. This can help you identify who’s ready to transition to membership and when to send personalised follow-up offers.
You can also set up automated email campaigns based on certain behaviour triggers, such as visitor behaviour or purchase history. For example, send a “We Miss You” email to anyone who doesn’t return within a week of their day pass visit.
If you’re still finding it hard to convert day pass holders into members, your membership options might need to offer more flexibility. Some prospects may prefer monthly rolling options or hybrid memberships (e.g., class-only or off-peak plans). Make sure your software supports flexible payments and membership plans so that you can cater to varying needs without creating more business admin.
To recap, converting day pass holders into committed members involves more than just running a great gym. It’s about building a relationship from the very first interaction. By streamlining the onboarding experience, offering incentives and leveraging your gym software effectively, you’ll turn day pass users into loyal, long-term members with ease.
ClubRight is the go-to management software for independent gyms, 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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