In Boutique Fitness, Personalized Instructor-to-Client Communication is Trending
It’s no secret that successful relationships are built on good communication. Whether it’s with your significant other, friends or colleagues; those who engage in active efforts to communicate enjoy true love, strong friendships or a positive workplace environment.
So why don’t more boutique fitness studio owners ask instructors to communicate with clients outside the classroom? For example, sending a short follow up with a “Great to have you in class!” message. While some are too timid to ask, others simply don’t know which tool is right for the job.
Whatever the case, 60–90% of a studios’ monthly payroll is earmarked for instructors. Keeping in mind, that payroll outlay is to the people who are also that brand’s face to the world, the influencers that keep clients coming back for repeat visits.
“If we’ve learned one thing in our 27 years of innovation and leadership, it’s that our people define our experience — and our excellence,” — Harvey Spevak, Equinox Chairman
So are boutique fitness brands asking enough from their instructors? I’d say no. As we enter the reality of an entirely new boutique fitness landscape in 2019 and beyond, with Peloton, Rumble and Classpass providing on-demand alternatives to brick and mortar experiences, studios need to up their client engagement efforts, and ask instructors to do more.
Traditionally, studios will subscribe to an automated marketing platform in an effort to push relevant and timely information to consumers inboxes. Too often however, this brand-to-client messaging misses the mark. Why? Consumers know it’s automated, is often sales based, and coming from the business. What they really want, is to hear directly from their teacher.
To: Client
From: Instructor
Message: Hey! So awesome having you in my class today. You’re energy was incredible! Thanks for coming… See you next week? 👊
Let’s say you got that message from your teacher after class while your body and mind are still buzzing. Most would think “How awesome! My teacher is reaching out with appreciation and asking if I’ll be back? Absolutely!”
To: Instructor
From: Client
Message: OMG! Ty, ty for your message! I feel so amazing right now and will definitely see you next week. Can’t wait. Thx! 💕
But how feasible is this, really?
It’s easier than you might think. Technology now exists that sits at the fulcrum between true personalization and complete automation. Personalized communication that comes from an instructor dramatically changes how boutique fitness businesses could connect with their clients.
“SoulCycle was founded on human connection, and community spirit is at the core of our experience and our brand,” SoulCycle CEO Melanie Whelan
Given that brand-to-client email marketing open rates continue to hover at 15% on average, studios are looking for new avenues to engage with clients. With research showing statistically significant open rates of 75%+ when clients are being contacted by their teachers, instructor-to-client communication could be the right way to get though.
On average, studios are seeing 20–60% lifts in retention among the instructors sending personalized messages. So when looking at the net effect of boutique fitness businesses asking instructors to spend a few seconds after class pushing out a personalized message, the results are clear.
Personalized, instructor-to-client messaging is what’s in.
For more information about sending personalized follow ups, complete with tools to track instructor performance, visit fitgrid.com.