Many years ago I offered a free trial class at my gym. As long as there was an opening in the class, I’d pop you in there and see what you thought. It converted well (not that I was actually tracking data on paper back then, but we were growing, so it must have been working, right?)
Then, in 2015 I ran into a real problem. My classes were completely full. I couldn’t add a single athlete into any beginner tumbling class or preschool class, and I didn’t have the staff to add new ones. People were still wanting to come in for that free trial class though.
It was at at that time I started studying the trial membership process. They would purchase a trial membership at a slightly lower rate than regular tuition, and they could try the class for a few weeks.
I knew if I stopped doing trials altogether, people would find another activity. I also couldn’t keep offering a free class when the demand was so high and the supply was so low. So, I thought I may as well give it a try.
Within a few months, I had quality, long-term customers taking classes. They weren’t just there for a few weeks and then gone. They were engaged, active and their card was going through on the first of every month.
For little ones, I also didn’t have to pray to the kindergarten Gods that they’d have a good day at school and show up ready to tumble! We got a few weeks to get them comfortable and even getting a few new skills!
The trial program grew my program dramatically – and at a more steady rate with which I could keep up. So, if your classes are FULL and you’re looking at making a change, reach out and I can give you a few tips to starting a fantastic trial program!
