5 Essential Automation Sequences Every Gym Owner Needs
If you're a gym owner or studio operator feeling overwhelmed, you're not alone. Between managing leads, retaining members, and keeping classes full, there's a lot on your plate. Fortunately, automation sequences can be game-changers—helping you reclaim your time, plug the holes in your business, and build real growth.
In our recent April Webinar, Recess Academy presenter Riley Kinworthy—a three-time studio owner and industry expert—walked us through five automation sequences every gym should have. These strategies don’t just make your life easier; they genuinely boost business results!
Let’s break down the must-have sequences and how to set them up for success.
1. The New Lead Nurture Sequence
**Why it matters:**
You have about 10 minutes to convert a new lead before they lose interest. Strike while the iron’s hot, or you’ll miss out!
**How it works:**
- Triggered when someone fills out a lead form.
- Immediate follow-up via email or SMS, nudging them to book their first class or purchase a trial package.
- If they haven’t booked, automated reminders (delay, check, nudge—a recurring pattern) continue until they take action.
- Pro-tip: Consider selling a “first class free” package instead of just a discount code. That way, you capture their info and start building the buying behavior from day one.
**What you need:**
Lead gen form, trial offer/package, solid follow-up messages.
2. Trial to Member Conversion Sequence
**Why it matters:**
Most trials won’t convert themselves. Without a system, people slip through the cracks and walk out the door without joining.
**How it works:**
- Triggered after a lead attends their first class.
- Personalized follow-up with your best offer (pro-tip: just give them the clear “chocolate or vanilla” choice, not every package).
- Automated emails, texts, and possibly push notifications for that first week post-trial.
- Sprinkle in fast-action bonuses—a T-shirt, waived enrollment, or a first-month discount for multi-month commitments.
- Don’t forget the downsell for fence-sitters (like a class pack)!
**What you need:**
Your best membership offer, a downsell option, a week’s worth of compelling messages, and a process for tracking who converts.
3. Event Confirmation & Reminder Sequence
**Why it matters:**
No-shows kill memberships and sales. Reminders keep your classes full and clients engaged.
**How it works:**
- Triggered when someone books a class or event.
- Immediate confirmation email and push notification.
- Automated reminder: 2 hours before class, check for cancellations first.
- Post-class follow-up (“Great to see you!”) or, if they missed it, a gentle rebooking nudge.
**What you need:**
Simple, clear reminder copy. Bonus—if your clients use your branded app, push notifications amplify your reach.
4. Win Back Lapsed Clients
**Why it matters:**
It’s easier (and cheaper) to win back a former member than to acquire a new one. You’ve already got rapport!
**How it works:**
- Triggered after a set period of inactivity (30, 60, or 90 days).
- Automated “We miss you!” message with a low-barrier offer (discount, free class, etc.).
- Ongoing sequence: delay, check if they’ve purchased, nudge again.
**What you need:**
An appealing “welcome back” offer, a schedule for follow-up, and encouragement to take action.
5. Review and Referral Request Sequence
**Why it matters:**
Word of mouth and reviews are your most powerful marketing. But people rarely refer or review unless you ask!
**How it works:**
- Triggered after a milestone—say, 10 visits.
- Ask for a review (with a direct link to your Google My Business page!).
- 30 days later, if they’re still active, ask for a referral—be specific and make it easy for them.
- Sweeten the deal with incentives like gift cards, guest passes, or swag.
**What you need:**
The right timing, links to review platforms, and a referral incentive plan.
Pro Tips for Seamless Automation
- **Draft your content up front!** Write all emails, texts, and notifications in a Google Doc for easy editing down the road.
- **Personalize your templates.** Edit every automation node to make sure links, offers, and copy fit your brand and system.
- **Test your sequences.** Use short delays for internal tests before rolling out to real leads or members.
- **Turn off duplicate automations** to avoid message overload.
- **Leverage the Recess Library.** Verified templates can jumpstart your setup—just be sure to customize everything for your business!
Ready to Take Action?
These automation sequences—when tailored to your unique process—will boost conversions, improve retention, and let you focus on the things only YOU can do. Need strategic help rolling these out? Recess Academy’s got you. Join our strategy sessions and plug those leaky funnels for good.
Happy automating! 🚀
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*For more hands-on tips, scripts, and support, check your latest Recess Rundown or join a live strategy session. You’ve got this!*
