Closing leads and retaining members is the path to a profitable jiu-jitsu gym.
Mastering these two things will keep your gym growing for years.
But much more goes into running a sustainable BJJ business, including onboarding new members, managing classes and staff, and everything else required to keep the lights on.
So, instead of stressing about the two most important aspects of a profitable gym, leads and members, use technology to make your life easier.
Email automation allows you to easily build relationships with leads to convert more sales, and connect with new members to retain more students.
Manually performing these processes will lead to things falling through the cracks and eventual burnout on your part.
Instead, use these 3 automated emails to grow your BJJ gym.
New Lead Auto Responder
One of the most important factors in converting a lead is speed to first contact. A lead is more likely to convert the sooner you can contact them, ideally immediately.
This is because their motivation to try your gym is high, and you can capitalize on that by fulfilling their need when the emotion is strongest.
By sending an email to your hot prospect a.s.a.p. you are helping with three important things.
First, you are establishing communication with the lead, telling them you received their inquiry and to sit tight until you can personally reach out.
If there is no initial response, the lead is left wondering if their inquiry was received, when they’ll hear back, and if they should keep searching for other gyms.
By responding instantly you are establishing and continuing the conversation.
Second, you are getting in to their mailbox.
People are slammed with emails every day. By directing them to check their inbox upon submission you are first, making sure yours doesn’t end in the spam folder, and second, conditioning them to check their email for communication from you.
Email is the cheapest and best way to convert sales online, so we want our leads active and engaged with our emails when we send them.
Third, an instant email gives you an opportunity to build the relationship.
Your auto email should not only include a message that their inquiry was received and next steps, but content to build value and deepen the relationship.
You can include a welcome video, an FAQ to handle any objections, testimonials to build trust, or benefits of BJJ to build excitement.
Try this template for your new lead autoresponder to get all three benefits. Feel free to edit to your needs.
2. New Member Check In
When your gym is new and has less than 50 members it’s easier to keep track of and build relationships with new students. That’s why your first 50 members are usually your most loyal and best.
However, the first few weeks of a new student’s membership are the most important to keep them around for the long term.
If you promise the world in the intro meeting, but then they fall through the cracks and never hear from you again, they will likely leave.
People want to be noticed, heard, and felt like they’re valued.
Set up an email to automatically go out two weeks after they sign up.
It’s better when this email is accompanied by a personalized text message, but a simple check-in asking how things are going, if they need help with anything, or if they're enjoying their experience can go a long way in retaining new members.
3. 6 Month Check In, Leave A Review
Many gyms struggle to keep members on past one year. Often times, this is because little has been done to retain that member.
They blend into the membership base, their personal goals and needs are no longer a priority to the gym owner, and the accountability you gave them in the beginning has faded.
Checking in at 6 months provides an opportunity for a few things.
First, you tell them you know they’re still there and that they're important. Similar to the 2 week check-in, it gives them a chance to voice any issues or concerns.
Next, you can use it to motivate them to continue on, as the blue belt typically take a year to reach. You can remind them that they’re half way to their first colored belt at 6 months! Celebrate their commitment and motivate them to stay dedicated.
Third, you can ask for a review. If you’ve been doing a good job providing value they should have no problem leaving a review for your gym. Reviews are one of the most important things for new prospects, so why not automate this to ensure that you’re consistently getting new reviews.
A simple way to include this in the auto email is to ask if they have any issues or concerns and to email you back directly. If they are enjoying their experience, however, to please leave a review, as it helps greatly in the growth and success of the gym. Be sure to send them a link.
This email can go a long way in uncovering problems with your gym and retaining members well beyond the one year mark.
Final Thoughts
With all of the demands of running a BJJ gym, it’s smart to use technology to help with the most important factors for growth, leads and retention.
These simple auto emails can be set up once and used for years to help convert new leads, retain new members, and motivate established students as they ascend through your business.
There are many more automations that can be set up to further gym growth like birthdays, referrals, and win-back automations.
Building these systems are how you build a profitable jiu-jitsu gym on autopilot.
If you need help with email marketing, contact us here.
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