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March 21, 2024

How to Prepare Your Studio for the Holiday Season 

With the holidays quickly approaching, it’s a great time to generate new leads and engage current members through promos on class packages, merchandise and equipment. 

With the holidays quickly approaching, it’s a great time to generate new leads and engage current members through promos on class packages, merchandise and equipment. Shoppers are in a frenzy trying to figure out new and exciting gift ideas for their loved ones, and this can work in your favor if they’re shopping for the fitness enthusiast in their life.

Plus, January is a fresh start and one of the best months for starting a new fitness journey. Research shows health and wellness are at the top of the list for New Year’s resolutions; after all, people want to create ways for their loved ones to start the year off right when it rolls in.

So how do we take advantage of the holiday season and cash in?

Strike Up a Local Partnership

Loads of people are heading to the malls and to downtown boutiques to shop—and that’s exactly where you want to be. During the holiday shopping season, you want to be visible to as many people as possible. But if your studio isn’t there, it doesn’t mean you can’t be visible.

Talk to other local businesses to see if you can rent temporary space to sell your merch and equipment. It would be ideal to get a space from December 1 to December 24. This is when you will find the most amounts of people looking to spend money and buy from your studio.

Consider working with another business that is focused on fitness and wellbeing, like a health food store, health food café, farmers market, or medical spa. Come up with an incentive for new and returning studio goers, like getting 20% off at the health food store if their customers complete a fitness class. Cross-promotions give the best of both worlds to both your studio and your partners.  

Run an Exclusive Holiday Promo

Class packages are the best items that you can sell this holiday season, so start by offering three- or six-month packages at a discount. It’s crucial to note that these are being offered as gifts and are nonrefundable items. The person who receives this gift may not actually use the package and, so to protect yourself from a refund request, clearly state that they are valid for only 12 months.

But don’t forget about your merch! The end of the year is a great time to clear out old stock if you want to start off fresh with new products in 2023. You will be surprised how often people like to pick up resistance bands or water bottles as an impulse purchase to go along with their gift.  

Finally, give everything a nice gift wrap to make it special. We’ve written a lot about the small things you can do to make the experience special for your clients, and this is one of them.

Give Referrals Extra Attention

Your member referrals are your secret weapon when it comes to driving revenue passively, and the holidays are the perfect time to give them the push they may need to tell their friends and friends about your studio.  

You may think your members who have great experiences at your studio should just speak for themselves and you don’t need to incentivize them further, but you can’t put a price on retaining a new lifelong member. If they got in the door because of a bonus add-on, and they stay a year-over-year paying member, that’s all that matters. No amount of dollars can compete with member loyalty.  

Need ideas for an extra special referral campaign this holiday season? You could offer gear or merch for the referrer and their referee when their friend signs up, or even a free add-on when they buy a package for someone else.  

New year, new revenue opportunities. Download our brand-new guide, Mariana Tek’s New Year New Revenue Guide, and start 2023 off on the right foot! Get your copy here. 

Extend Your Class Hours

Your members’ lives just got a lot busier, with holiday parties, events, shopping, and everything in between eating up their time. Lots of shops push their hours later to accommodate the bustle of the holidays, and there’s no reason to not consider it for your studio, too.

Extending your studio’s hours does mean that you may need some extra help, but this is a good time to meet new talent and build out a roster of instructors who can cover classes as seasonal help. If there are after-hours shifts that are harder to cover, offer a holiday per-head bonus for how many members they can get in the door to incentivize them.  

Host a Holiday Contest

The only thing shoppers love more than getting a deal on their holiday gifts is getting them for free. Run a draw for visitors to enter, where all they do is put their name, phone number, and email in for a chance to win a prize.  

While you could provide a pen and pile of entry forms that participants put into a small box, why go through all the trouble of manually inputting that data? Build a landing page and form that collects this information instead and stores it on your CRM after the fact—just be sure you’re asking for consent to contact them afterwards.

When the contest has wrapped up, now you have leads to follow up with in January! This is a great passive campaign to run to get your name out there and meet new prospects you may not have otherwise.  

Donate to a Local Charity

‘Tis the season of giving, after all. Choose a charity with your members and staff and make a pledge to donate by years end. Where will this money come from? It could be a set amount for each class attended, a small number of sales, or when members reach their goals.

Whatever the driver is, involving clients is a great way to motivate them, and keep them accountable for their workouts. Everyone is looking for a way to give back during the holidays, and if it can be from something passive like joining a workout class they were coming to otherwise, it’s a win for everyone.

Your Second Weapon for the Holidays: Mariana Tek

A world-class API, a five-star app rating and an evolving robust feature suite designed by fitness experts for fitness experts. These are just a few of the perks of using Mariana Tek’s state-of-the-art boutique fitness platform.  

When we partner with clients, we’re not only making a promise to you, but your customers, too. Use Mariana Tek’s integrative tools to make this holiday season one for the books. Request a demo now and start your journey today!

Don’t forget your free copy of our new e-book, Mariana Tek’s New Year New Revenue Guide! Get your copy here, and start 2023 with the odds in your favor.   

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