Remember that quote from the movie Field of Dreams: “If you build it, they will come?”
Oh how that would be every independent Pilates business owner’s dream!
The truth is, the challenge of how to get more Pilates clients is one of the biggest obstacles for Pilates studio profitability, let alone making the decision to teach Pilates independently in the first place. That’s true whether you own a brick and mortar studio, teach privately, or virtually.
Launching into Pilates entrepreneurship requires so much more than being a stellar Pilates instructor. It doesn’t matter how vast your knowledge is, or how great your capacity for helping potential clients, unless they know how to find you.
We always like to explain it like throwing a party. You can do it all right–from the themed decor to the signature cocktail to the rocking playlist. You put in all this hard work to create the experience as the IT place to be. But it will only be a party of 1 if you forgot to send invitations and directions out to the guest list!
Regardless of your business model, let’s take a look at the fundamental elements of client acquisition so you can get more clients eager to start their Pilates transformation.
WHERE TO LOOK
Think of this as building your guest list! (And remember–just because someone received an invitation isn’t a guarantee that they’ll come, which we’ll talk about later.)
While social media can certainly be an obvious next step, we find that Pilates business owners are always best served with a multi-prong approach. Consider how to tap into the following for your market:
- Collaborative Partnerships–One of the most efficient ways to scale! Pair up with a complimentary business whose clientele would likely be interested in Pilates classes. Hint–you can do this just as readily online as you can in person. Whether you offer a reciprocal marketing swap, preferred partner discount, or co- host a special value-add event, each of you will get double the exposure!
- Powerful In-Person Presence–Whether or not you offer your services in-person, making an in-person impression is still going to be one of the highest converting forms of touchpoints for attracting new clients. One of our favorite ways to spread the word about our Pilates studios in the past has been to offer a “contest” for current clients to win a private in-studio Pilates party for their office, community group, or church group. It engages current clients, yes, but for the price of a couple of hours of your time– and perhaps some refreshments and donated swag bags–you’ve just given an aligned group of leads an in-depth introduction to your studio, with a deadline they have to meet and the power of positive social endorsement. This is just one example, though. The more you can get in front of people face-to-face–yes, even for your virtual classes–the higher the likelihood that they’ll take next steps.
- Compelling Referral Program–Speaking of referrals, statistically speaking we’ve always seen these be the absolute highest converting type of leads. (Usually converting to a membership or class pack at upwards of 50% or more.) While offering an ongoing incentive for referring friends to your classes is a great starting point, you can create additional urgency by offering a friends and family day or periodic referral promotions where you sweeten the pot for referrals for a limited period of time.
HOW CLEAR ARE YOUR NEXT STEPS?
Exposure is only part of the equation. Closing the gap between a lead finding out about you and making the decision to give it a try should be at the top of your marketing priorities, because this is where the lowest hanging fruit is and where most small business owners leave it up to chance.
Do you have an in initial free trial or intro offer that all your marketing materials and efforts point to? If it’s a paid intro offer, can you add something of value for free–even if it’s just a once a month open house for new folks–if you can’t afford to tie up reformer space in your regular class schedule?
FOLLOW-UP IS EVERYTHING
Most people who are curious about Pilates find themselves easily overwhelmed or intimidated at the thought of trying something new–especially something as seemingly complicated as Pilates equipment! Make sure you’re always capturing contact information during any interactions with potential clients, then create a regular outreach plan for helping encourage them to take the next step at each point along the way–from the interest phase to actually trying your initial offer, to making the next level of commitment, to hitting certain class milestones that will help them feel more confident and increase their probability of turning into a long-term client.
Happy client-building!
Mariah Secrest-Comer and Lauren George are Pilates instructors, educators, and the co-founders of Fit Biz Club, an accredited business education provider and consulting company for small fitness businesses. Inspiring instructors to think like entrepreneurs and make money on their own terms is the reason they exist. Having each managed and owned Pilates and fitness studios as well as played integral roles with such brands as Savvier Fitness and Deepak Chopra, they won’t rest until every movement professional who feels clueless or overwhelmed about what to do next has the tools and confidence they need to deploy their dreams. Find them at: www.fitbizclub.com or via Instagram: @laurengeorgefitness and @wellthybossbiz
