Here’s a true story.
We recently talked with a gym owner who was frustrated about his lack of conversions.
Like many gym owners, he was hyper-focused on getting new prospects but said he had not thought much about how to follow-up with gym leads.
When we asked about his process to nurture leads into members, he said it includes making a phone call and sending a text before consigning that lead to the junk pile.
That was it under the heading How to Follow-Up with Gym Leads: one text and one call.
So, let’s take a moment to share what we said with him – even though we KNOW you’re doing more than that in your follow-ups. Right?
Right!
For gym owners, capturing leads is just the beginning of a journey. The real challenge lies in nurturing these leads, building meaningful relationships, and ultimately converting them into loyal, long-term members.
This process requires a combination of digital marketing, in-real-life networking, stellar customer service, and community building.
Here are clear steps in an overall strategy to help fitness professionals learn how to follow-up with gym leads.
- Respond Immediately
Set up your automatic system using Naamly’s state-of-the-art technology so that a prospect gets a text or call from you immediately after expressing interest.
You want to follow-up with gym leads right away, to strike while the iron is hot, as the old saying goes. Don’t let them lose interest before connecting – even while realizing that most people will not purchase right away.
They need to get to know you, like you and trust you first, and the way you do that is through…
- Content Marketing
Email newsletters, blog posts, and social media are primary channels to interact with prospects over time and follow-up with gym leads. There’s no longer one way that gets the job done; you have to use all three of these, at least. That just reflects how we all live in the current media landscape.
You’re a brand and a publisher. That means steadily sending content that engages, informs, and entertains your prospects.- It does not mean spamming them.
- It does not mean offering a new discount every day.
- It does not mean tap dancing as fast as possible to get their attention.
Content marketing is the best way to let prospects get to know you before deciding that you’re the best fitness business for them.
Read, “Fitness Email Marketing Tips to Maximize Conversions”
The key is to be consistent and to provide good material as you follow-up with gym leads, like: - Educational Content: Share fitness tips, nutrition advice, and workout routines through newsletters, social media, or blogs. For example, post articles on the benefits of strength training or video tutorials for home workouts.
- Client Stories: Showcase member success stories through testimonials, blog posts, or short videos.
- Challenges and Events: Host free online challenges, webinars, or in-gym events that encourage leads to participate.
Think about sending at least two emails a week, posting on social media every business day, and posting a new blog entry every week.
That means dedicating employee resources or engaging professional contractors to do this for you.
Remember, marketing is not optional – just like hiring a tax accountant and a plumber. It’s just part of the cost of doing business. Naamly can help you find a content provider, so ask us if you’re unsure how to proceed.
- Get to Know Your Prospects
When a lead expresses interest, their first experiences with your gym will shape their perceptions. Take the time to build an onboarding process that welcomes everyone, makes them feel seen and heard as a valuable individual, and continually integrates them into your gym community.
Learn why each person is considering joining a gym or studio – and what’s holding them back. Then tailor your approach to address whatever’s on their mind.
Your gym might be big enough that you want to segment leads into categories for those primarily interested in, say, weight loss or rehabilitation.- Schedule Consultations: Offer free or discounted consultations, including body assessments, goal-setting sessions, or tours of the gym.
- Tailored Trials: Offer trial memberships with access to services that fit the lead’s interests (e.g., yoga classes for people who want to relieve stress, HIIT sessions for those who want to lose weight).
- Welcome Packets: Send personalized welcome emails or give physical packets with tips, success stories, and special offers to follow-up with gym leads.
- Know Your Mission – and Your Avatar
By now in your business, you have developed a sense of your purpose and of whom you’re most trying to help.
Seek ways to connect with the “right” folks and accept the fact that you might not be the right choice for everyone.
That doesn’t mean you don’t want to help as many people as possible. It means you understand that resources are limited and you’re strategic about using yours. You don’t want to waste time and effort with follow-up to gym leads that aren’t a good fit.
Effective communication is critical in nurturing leads and maintaining their interest. Your messages should be timely, relevant, and personalized. - Be Active in ‘The Real World’
Too many business owners – in all industries – rely entirely on digital tools to grow their customer base. But don’t forget the powerful connections you make in real life.
People notice when you genuinely participate in your community, when you support other businesses and organizations, and when you help neighbors in need.
They also see that your actual behavior matches what you’ve been publishing in your content marketing… and they talk to people who are fans of your services… and one day it all adds up to picking up the phone or stopping by to join. That’s the ultimate goal when you follow-up with gym leads!
Action Steps:- Host Social Events: Organize group hikes, charity runs, or gym socials to encourage member bonding.
- Create Support Groups: Set up groups for specific goals, such as weight loss or running, where members can connect, share progress, and motivate each other.
- Sponsor in the Community: You should be at community fun runs, sponsoring Little League teams, and pitching in at community events like cleanups.
- Offer Membership Incentives
Incentives can encourage leads to commit and strengthen the perceived value of your membership.
Think about limited-time offers, referral programs, and loyalty discounts for your long-term members who bring in new folks. - Deliver a Great Customer Experience
Providing an exceptional experience is one of the best ways to follow-up with gym leads. Your business should be a place where members feel motivated, supported, and valued.
Think of it as their “third place” after home and work!
Action Steps:- Friendly, Knowledgeable Staff: Make sure everyone is well-trained, approachable, and singing from the same sheet of music – that is, reinforcing your key messages to everyone all the time, in word and action.
- Clean and Welcoming Facilities: You will convert no one with a disgusting locker room. Simple fact!
- Customized Programming: Offer customized fitness plans or group classes designed for different skill levels and goals.
- Leverage Technology
Use gym management software to track leads, manage communication, and measure success. Schedule an appointment with Naamly today to learn about how our suite of communications tools can help.
Action Steps:- CRM Tools: Use customer relationship management software to track lead interactions, automate communications, and analyze conversion rates.
- Mobile App: Offer a gym app for class scheduling, booking personal training sessions, and sharing member resources.
- Progress Tracking: Provide members with tools to track their fitness progress and celebrate milestones.
- Always Be Tweaking
Your effectiveness when you follow-up with gym leads will change over time. Some tactics work great for some gyms, while others work best elsewhere. The point is to develop a system – and then always analyze it to see where you can make improvements.
Ask members for feedback about your marketing and onboarding, for example.
Make sure your team is always paying attention to new members and old.
Apply what seems to be working for a gym you admire or something you learn at a seminar.
Conclusion
When you follow-up with gym leads, remember that converting them requires a blend of personalized communication, community-building efforts, and exceptional customer service.
Put all this into a powerhouse system, and you’ll be converting plenty of those leads into members.
Remember, it’s a whole process, not a “one and done.” The good news is: It all serves you AND your members by helping you hone your whole customer experience and generate awesome organic referrals.If you want to learn more about growing your business on the regular, sign up for our free Naamly University Online Newsletter.