How One Weekly Email Filled Our Gym

The Secret Email Campaign That Packed Our Gym From Day 1

Author

Cardy Brothers
June 09, 2024

Read time: 1 minute

Dear Fitpreneurs,

Before launching our fitness studio, we decided to grow a local email list.

Every week, we sent one email updating our audience on our progress.

After 3 months of doing this, we ended up filling our gym.

We later called these emails the Lead Up Letters:

NEW EPISODE

How You Can Open a Fitness Studio for Under £10k

In this episode, we dive into how you can start your own fitness studio for under £10k. We share practical steps, real-life examples, and common mistakes to avoid. We discuss the importance of leveraging existing clients, planning a solid launch campaign, and being creative with your space and resources. By the end of this episode, you'll have a clear roadmap to open your own studio without breaking the bank.

In this episode you’ll learn:

  • The importance of a low-budget fitness studio.

  • Common mistakes personal trainers make.

  • The benefits of pre-selling memberships.

  • How to negotiate with landlords.

  • Planning a three-month launch campaign.

  • Moving one-on-one clients to small group sessions.

  • Being resourceful with unconventional spaces.

  • Creative budgeting tips.

#1 - Decide Your Updates

In the time it takes you to launch your studio, a lot of stuff happens.

You have to move equipment in, pick up the keys, hire coaches etc.

Instead of doing this behind-the-scenes, turn these moments into fun email updates.

Here’s a list of our lead up letters we sent when opening our gym:

  • The Gym Location

  • The Gym Name

  • The Gym Logo

  • The Keys

  • The Coaches

  • The Equipment

  • The Photoshoot

  • The Prize Giveaway

  • The Gym Launch Party

  • The Gateway Offer Details

  • The First Official Members

  • The Launch Eve (The Day Before!)

#2 - Structure The Letters

Each Lead Up Letter included 3 sections.

  1. Introduction

  2. Update

  3. Call-To-Action

In every single email, we welcomed the total number of people subscribed.

This figure grew as time went on and showed proof there was public interest.

We then attached the main update and asked each subscriber to forward the email to a friend.

#3 - Ask The Audience

Another cool strategy is to involve your audience in key decisions.

When it came to choosing stuff like the logo or signage outside, we put it to the vote.

Our email list loved this and meant whatever we ended up going with, they had a say in it.

#4 - Redirect Traffic

Finally, we created a flywheel of traffic and redirected people off-platform.

Before each email went out, we teased it in the local Facebook group.

This got lots of people to subscribe and improved our email open rates.

We also asked our email list to engage with our public content too.

Final Words…

Building in public is a great strategy for generating momentum.

People want to feel part of a journey. They want to look at your gym when it opens and think “I helped do that”.

Owning an engaged email list and sharing your journey is a killer combination.

That’s it from us. Reply any time…

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