How to use a gym trial to sign up new members

As a gym, the ongoing challenge to find new members is real. A tried and tested method for attracting new members is a gym trial. Free and paid gym trials both have advantages and disadvantages. But, how do you not only get customers to sign up for your gym trial but actually keep them coming back after one visit?

Several factors influence the success of your gym trial. Do your visitors get what they expect from you on their first visit? Are you attracting the right kind of customers to your gym trial offer? These are key questions you need to ask yourself. By breaking down the process of using a gym trial, we can begin to understand how you can effectively sign up members in your business. Implementing the right approach for your business is key to a successful gym trial. 

In this article we will look at what a gym trial is, factors to consider when using a gym trial and how to use a gym trial successfully. 

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What is a gym trial?

Paid trial vs free pass

3 factors to consider when creating your gym trial offer

How to use a gym trial to sign up new members 

  

What is a gym trial? 

Gym trials or gym passes give potential members access to your services like cardio equipment, sauna, group classes, and personal trainers. This could look like a one-day pass or two-week trial for your digital fitness platform. The primary aim of your gym trial is to show potential members how great your services are and to give them an idea of what they can expect from you if they were to join. Here are some examples of different gym trials from a few well-known brands: 

Glo – the online yoga, meditation, and Pilates platform offers a free 7-day pass before charging $18/month. 

Blink Fitness – either a one-day free gym trial in one of their locations or a thirty-day free trial for their online fitness platform. 

Equinox – the brand offers guest passes to members to invite new customers to try their services. With the online platform Equinox+, members sign up for a monthly subscription but have a seven-day complimentary period where membership only begins after this time. 

24 Hour Fitness and LA Fitness – both brands offer a free three-day gym trial. 

As you can see, there’s a variation of gym trials between brands. Digital platforms tend to offer longer trial periods than in-person services. While some health clubs offer guest day trial passes as a way to target new customers, others focus on a broader target audience. It’s not unusual to see a week-long gym trial for a fitness streaming platform. But, in general, in-person gym trials tend to last between one to three days with larger fitness brands offering week-long trials. 

Paid trial vs free pass 

When crafting your gym trial, you will face the decision of whether to offer a paid or free gym trial. This continues to be a hot topic for discussion with pros and cons to each. When it comes to gym trials, there’s not a one-size-fits-all approach. Whether you offer a free or paid trial, the important thing is that your gym experience needs to wow customers enough to make them stick around beyond the trial. 

Many large gym chains offer week-long free trials to potential customers. These trials are great for attracting new people and getting potential customers through the door. It’s a no-string, non-committal opportunity for members to try out your services. While this is great for getting potential customers, there’s a concern that the only reason someone may sign up for it is that it’s free.

 It’s also important to think about how your free trial could impact your existing membership base. The last thing you want to do is annoy your clientele with a constant influx of free gym trials who never actually commit to full-time membership. While a free trial can be useful, it can also bring customers who are just looking for a deal. 

Paid trials tend to use a discounting model. This could look like a two-month special for new members where instead of paying $50/month, they pay $60 for two months. Although you may not gain the same influx of customers as a free gym trial, the ones that do sign up are more likely to be loyal and sign up in the long run. 

Because customers are paying for your services from the beginning, they see the value in your services. You don’t have to convince them of your value because they actively made the decision to sign up for a paid or discounted trial. When you think that it takes a lot of time to form new habits, it’s difficult to show your impact in a one-day pass.

3 factors to consider when creating your gym trial offer 

The best strategy for your gym trial depends on your business. If you run an affordable gym, then a free trial may be more suitable. Whereas, if you own a high-end and innovative studio, then a free trial may not attract the type of clientele you’re looking for. Here are three factors to consider when crafting your gym trial offer. 

Target audience 

One of the most important parts of creating your gym trial is thinking about the type of customer you want to target. Is your target audience committed to fitness and wants to see a real difference? Or maybe they are new to the fitness scene and need some extra help to get to the gym. It’s crucial to think about the type of customer who will be committed to joining your gym and working your way backward. Having a good understanding of your target customer will help to create the right gym trial offer. 

Business type 

Do you own a yoga studio? Maybe you run a boutique fitness studio solely focused on martial arts or a Zumba studio. Another key factor of an effective gym trial is thinking about the type of facility you have. Do you need more members but charge a lower amount? Or perhaps you don’t need a huge influx of members and would rather target a handful of high-paying customers. 

Great brands aren’t afraid to charge for a trial, so remember that it can be an effective approach to gym trials. Another element to think about is whether you’re offering a trial for in-person or digital services, as this could play a role in your decision. 

Value proposition 

Considering that 50% of gym members quit within six months of signing up to a gym, the way you add value to your members will be crucial for the trial and beyond. Your unique value proposition is what sets you apart from your competitors. It’s your services, your experience, and the way you make an impact. Your value proposition has everything to do with your business from marketing to member retention. When a potential member signs up for a gym trial, think about the value that they expect and if you are meeting those expectations. 

How to use a gym trial to sign up new members 

Offering a gym trial is just one way to attract new members and encourage customers to connect with your gym or studio. By understanding how you can create the right kind of offer, you can begin to implement an effective enrollment process that benefits both the customer and your business.