The Perfect Email Sequence to Nurture New BJJ Gym Leads

In today’s fast-paced world, speed is everything—especially when it comes to engaging with new leads.

As soon as someone expresses interest in your services, you need to make sure you’re following up immediately.

That’s where an automated email sequence becomes a valuable tool for converting new business.

With an automated sequence, you can reach out the moment a lead signs up, delivering personalized content that builds trust, addresses pain points, and ultimately leads to a conversion.

Here’s how you can set up the perfect 6-email sequence to nurture new leads and turn them into committed students.

Email 1: Immediate Welcome Email – First Impressions Matter

Purpose: Contact the lead instantly and set the tone.

The first email is all about speed. The moment a lead shows interest, you want to be able to respond immediately with a welcome message.

Automation allows you to do this in real-time, making sure that the lead knows you’re ready and excited to help.

• What to include: A friendly welcome message that expresses gratitude for their interest, along with a note that you'll be in touch shortly. If you use a booking calendar, this email can include a clear call-to-action (CTA), such as scheduling a trial class or learning more about your program.

• Why it’s effective: This email makes a strong first impression, shows that you're organized, and immediately begins building rapport with the lead.

Email 2: The Problem-Solution Email – Address Their Pain Points

Purpose: Speak to their pain points and introduce the benefits of Brazilian Jiu-Jitsu.

In this second email, dive deeper into the problem that brought the lead to you in the first place. Many leads are looking for solutions to stress, lack of fitness, self-defense, or overall personal growth.

This is where you get to show them how BJJ offers the solution to these problems.

• What to include: Address the pain points directly and explain how BJJ helps people overcome them. Emphasize the physical, mental, and emotional benefits of training—whether it’s fitness, discipline, stress relief, or self-defense.

• Why it’s effective: You’re building interest by focusing on the transformation BJJ provides, helping your leads connect their challenges to the solutions you offer.

Email 3: Testimonials and Social Proof Email – Build Trust

Purpose: Provide social proof and build credibility.

At this point, your leads are starting to see the value in what you offer, but they need validation. Testimonials and social proof are powerful tools that help build trust and confidence in your services.

This is the email where you share stories and experiences from current or past students.

• What to include: Include testimonials from satisfied students, success stories, and real-world examples of how BJJ has helped others. If possible, include videos or before-and-after stories to make it more relatable.

• Why it’s effective: When people see that others have had positive experiences with your school, they feel more confident moving forward. Social proof is key to overcoming skepticism.

Email 4: Have You Booked Your First Class? – Encourage Action

Purpose: Encourage the lead to take the next step and book their first class.

By now you should have made contact with the lead via text, email or phone, but if not, this email focuses on getting the lead to take action.

You’ve built interest and trust, so now it’s time to nudge them toward making that commitment.

• What to include: Remind them of the benefits they’ll experience and include a clear CTA for booking a trial class. Offer any special promotions or discounts to increase urgency. You can also include a video to a virtual tour of your gym, in case they've already booked.

• Why it’s effective: You’ve shown value in your previous emails, and now it’s time to encourage them to experience it firsthand. Providing an easy way to book their first class lowers the barrier to entry.

Email 5: Educational Email or Self-Defense Technique

Purpose: Provide further value with education or a self-defense tip.

Now that the lead is likely starting to build more interest, it’s time to further educate them—especially if they’re interested in self-defense.

This email should continue to nurture and provide value.

• What to include: Share an educational video or a detailed explanation of a self-defense technique. This could be something simple, like a basic escape, sweep or submission, that shows them the practical benefits of BJJ.

• Why it’s effective: Providing actionable value—especially a tangible self-defense technique—shows them exactly what they will be learning and helps them visualize themselves in class.

Email 6: The Pitch – Special Offer or Membership Invitation

Purpose: Make your offer and encourage them to sign up.

After nurturing them through the previous emails, it’s time to make your final pitch. Offer them an opportunity to join your school, either through a special discount, membership offer, or special bundle.

• What to include: A strong call to action to join your school or sign up for a membership, along with a clear breakdown of pricing or benefits. Include any limited-time offers or bonuses to create urgency.

• Why it’s effective: This is the final step in the process—now that they’ve seen the value, it’s time to make the offer and encourage them to commit.

Final Thoughts

An automated email sequence offers tremendous benefits, especially in terms of speed and efficiency. You can reach leads immediately with personalized, engaging content, build trust quickly, and guide them toward making a decision—all while you focus on other aspects of your business.

With an automated sequence, you’re nurturing leads automatically, freeing up your time while ensuring that each lead receives the right message at the right time. Plus, when executed correctly, these emails guide your leads through a personalized journey that builds relationships and drives conversions.

The beauty of email automation is that it works on your behalf 24/7, but it's always best to pair automation with active outreach from a real human.

The key to nurturing new leads is consistent, timely engagement. And with the right automated email sequence, you can turn leads into loyal customers.

Ready to set up your email sequence and start nurturing your leads? Book a call.