As an owner of a Pilates studio, you know firsthand the importance of growing your business on a consistent basis. Whether your doors just opened or you’ve been in business for many years, there are always great ways to not only increase memberships but also maintain a loyal client base.
In today’s blog, we’re sharing 5 tips that you can easily implement into your Pilates business to help attract new members and retain existing ones.
1 – Showcase how you can accommodate beginners.
It’s important to remember that anyone who is just beginning their fitness journey or is new to the world of Pilates may feel intimidated to come into your studio. Making them feel safe, welcomed, and comfortable is a great way to build their confidence and your relationship with a potential new member right from the start.
A simple way to do this is to show beginner-specific tips on your social media channels. If you try this, make sure you’re writing captions that speak directly to beginners or those contemplating trying a class at your studio.
Another excellent way to accommodate beginners is to host a beginner-only class on a frequent basis (such as the first Thursday of each month). This is also something you can promote across social media, on local group web pages, and more. Getting new members into your doors is often the most challenging part – so try one of these simple ways to invite them in with a welcoming spirit!
2 – Collaborate with other local businesses.
Connecting with other businesses in your studio’s area will help cross-promote your Pilates business and reach members that you might not have otherwise been able to.
Inviting a local juice bar or health food store to do a pop-up in your studio, or offering to do a pop-up class in their store are both perfect ways to make sure you are offering value to the partnering business as well.
To up-level this idea, try giving a “free class pass” to anyone who attends a pop-up, or ask local businesses if you can place these passes in their space to offer to their customers. These are just a few of the many easy ways to collaborate with local businesses.
3 – Offer Pilates teacher training at your studio.
A fantastic approach to expanding your studio’s services and attracting new clients is to offer Teacher Training. Offering teacher training is a unique way to differentiate your studio from others in your area, and it is an optimal way to increase growth by creating an entirely new stream of revenue.
Additional benefits of offering teacher training as one of your studio’s services are ensuring high-quality instruction for your teachers or those you may choose to hire, developing a new sense of community in your area, and of course, attracting new clients.
The key to success in offering teacher training at your studio is to work with a partner (like the Pilates Education Institute) who is dedicated to excellence in providing a comprehensive approach to Pilates teacher training. Our primary focus is empowering you, the studio owner, to expand your business, create your own pipeline of teachers and build a larger, stronger community of Pilates practitioners.
4 – Incentivize Current Members.
Another valuable strategy to experience growth in your Pilates studio is to incentivize current members. These members are, after all, the lifeblood of your business and they can also be the greatest advocates for sharing the power of your studio with others.
Try offering a referral rewards program (for example: refer a friend and get 10% off of your next month’s membership rate) that encourages them to spread the word. You can also offer special rates for longer-term memberships to add value to those willing to commit to your Pilates offerings for extended periods of time.
There are several additional ways to incentivize members, and you know them best! Spend some time brainstorming around what your members would find motivating/meaningful, and create specific incentives around those things.
5 – Be intentional about building a strong team and culture.
Lastly, the key to attracting and retaining members (outside of the proven power of Pilates) is the culture of your studio. This starts from the top down, so be intentional about how you’re pouring into your team AND your members.
Creating a schedule of extended training for your Pilates teachers as well as frequent (and consistent) team meetings can play an integral role in their buy-in to the success of your studio. Keeping your teachers’ expertise fresh and sharp will assure that your members will have the best experience possible.
Further, hosting events like member socials is a fun way to trickle your amazing culture all the way down into the lives of your members…even outside of the studio. This will make them feel united and seen, which will solidify their desire to be committed to your Pilates studio.
When you are running your own Pilates studio, growth and excellence is at the forefront of everything you do. There is an endless list of things you can do to attract new members and retain your current ones, but at the end of the day, it all comes down to one thing: intentionality.
You don’t have to do everything, but choose to focus on a few things that will enhance the quality of experience at your studio and your studio’s reputation in the community. Remember, centering your attention on providing top-notch training and understanding your clients’ needs will set you apart. As a result, the right members will surely walk through your doors!
