A first-class Pilates offer that brings clients back

A first-class Pilates offer works when it helps a new client come back, not just try you once. For most studios, a trial pass with two or three classes over a short period gives clients time to build a habit, while its price shows from the start what a place is worth.

Which format to choose for your intro offer

A single session shows a client what your studio is like, but not whether they feel more confident the second time. Several classes in a short period create a concrete reason to return and give you an opening to discuss a membership once the client has formed a view.

For most Reformer studios the last format is a good starting point, because machines are limited. If you already have measured results from another format, compare them before changing your offer.

Should the first class be free or paid?

A free class attracts more curious people, while a small payment shows that someone intends to come. Glofox argues for the paid option, but your decision depends on how many places you have free and how hard your studio is to reach.

If your evening hours are full, a free class in those slots can displace a paying client. If machines sit empty in the morning, an offer limited to those hours can make sense even at a low price.

How to set the price without losing sight of cost

Start with the cost per place from the pricing guide and work out what you invest in each new client. The example below uses a fictional cost of 90 RON per place; none of these offers is a measured result or a recommended price.

The investment only counts if the place would otherwise have sold; a machine that would have stayed empty costs you far less. So when peak hours are already full, limit the offer to classes that usually have free places.

Put the offer price next to your regular membership and check the jump the next step asks for. If the gap is very large, the offer attracts clients prepared to pay only the discount.

What rules to write into the offer

• Who can buy it: say clearly that it is for clients on their first visit to the studio.
• Included classes: list the class types and any time restrictions.
• Validity: choose a short period, such as 14 or 21 days, and explain when it starts.
• Cancellation: apply the same deadline as for regular clients, so the rule is learned from the start.
• First visit: say what to bring, when to arrive and where to flag a health concern.

In TimeNow, a membership can be marked as a trial, and clients who have already held a membership at the studio cannot buy it. You choose its eligible classes, number of sessions and validity, so the rules apply at booking.

What messages to send after purchase

The offer is most easily lost between the first and second class, when the client has to make time for the next booking on their own. Decide in advance who writes, when, and what they suggest.

Confirmations and reminders belong to the service bought, but messages with commercial offers may need the client’s marketing consent. Keep them separate, and take advice if you are unsure how the rules apply to you.

In TimeNow, you can set up automated messages for reminders, feedback requests, memberships close to expiry and sessions running out. The available channels are email, WhatsApp and in-app notifications, depending on how the studio is set up.

How to measure whether the offer works

1. Count how many offers sold in a month and which channel the clients came from.
2. Check how many clients reached the first class and how many used every session.
3. Calculate how many then bought a regular membership within 30 days of finishing.
4. Check whether offer places displaced paying clients at peak hours.
5. Change one variable at a time, so you can tell what made the difference.

Small studios see few purchases a month, so a shift of a few people proves little. Follow the numbers over several months and also talk to clients who did not continue.