We're giving you our exact playbook that we ran for our 90 day case study. During this period we were able to sign up 597 members with no salesperson, just our general manager and AI. As a little background, our club is 17,000 square feet in a town of 9,000 people. 

Some Considerations We Believe:

FOMO: Price increase works best to create a Fear Of Missing Out offer

Messaging: Community based FREE membership (FREEMIUM MODEL)  Everyone is a member. (At least one day per month free forever)

Goals: Create a Buzz! Contact local news, because they will cover this free:  Newspaper, local TV stations, etc.

Marketing message:
Download app and you are member. No CC required (This is using our patent pending casual membership app. Completely customizable to your gym)

Paid Ad Copy: See ours here 

Placement: Facebook, Direct mail, Billboard (1-3)

Free marketing Options: (pick at least 2):

1. Referral challenge: BIG prizes cruise or car lease or $1000 CASH grand prize.

(the $0 cost option is free lifetime unlimited access membership.)

2. Event: Start with an event and end with Ian event s ideal (See event playbook)  Simultaneous : Biggest loser contest for prizes and recognition (See challenges playbook)

3. Collaboration: Just like lead boxes in the 80s but today you should trade a membership for the opportunity to display a QR code on a flyer  

4. Ambassadors: Find local influencers and trade a free membership and commissions for their promotional efforts of monthly posts (1 across all social media platforms per month)

Automations:
AI Conversational Automation must be in place to create instant conversation with all leads. Contacting lead with 5 min of opt-in is critical for success.

Past Members:  
Broadcast the ‘casual’ community membership to all past members and leads

THE CONVERSION:

At the first activation meeting, which should be within 48 hrs of account creation, offer a no-risk free upgrade to a premium unlimited access membership, with an option to downgrade within 30days. Include a free 2-week kickstart to introduce them to classes or semi-private sessions. Start and end the trial with personalized check-ins to build a relationship and encourage long- term commitment.

Retention Insight: Research indicates that attrition and retention are mitigated in the early stages. Establish a supportive and engaging experience from day one to maximize retention