Sometimes clients just disappear from your sessions. It sucks, but it happens to all of us.
A common misconception we have as trainers is that the person doesn’t want to train with us anymore.
But that’s not true. Stuff comes up in people’s lives and they fall off the bootcamp wagon. Getting sick, changing jobs, having a baby, or even… a global pandemic.
And just because life happened and someone had to stop bootcamp, it doesn’t mean that they don’t want to start again. So we should be regularly checking in with our old clients to see if they’re ready to come back.
In this article I’ll show you how.
Recovering From The Pandemic
This fitness industry has been transformed by the pandemic. And not necessarily in the best of ways.
Last year I interviewed ex-Bootcamp Ideas writer, Robin Legat, about how her business was going. During the episode she shared how her husband and her were shutting down their dream gym.
Episode notes: Robin Legat on Roller Derby, Aging Up and Leading Athletes
In the podcast she mentions they’ve been able to turn lemons into lemonade with a new job and moving to a new city. Not all have been so lucky though.
I’ve been following Kelly Starrett for years, back when he did Mobility Wod and now at The Ready State. He and his wife, Juliet, also founded the hugely successful San Fransisco Crossfit. But after 15 years of operation, gym closures in San Fransisco forced them to permanently close up shop.
In writing this letter to you all, it occurs to us that closing this gym is like trying to break up with your family, or your hometown. It is a deeply painful task. But, running a brick-and-mortar business in the most expensive real estate market and in one of the most COVID-shutdown-restrictive counties in the US during a pandemic has been extremely stressful on us emotionally and financially. It’s also been stressful for our kids.SFCF Member Email
Gym closures and the media are definitely creating a vibe where people are feeling cautious about returning to exercise.
But we also know that exercise is so important which is why I want to show you how you can reassure your missing campers and get them exercising with you again.
Why Campers Haven’t Come Back Yet (and What To Do About It)
These are 2 main reasons I’m seeing people hesitate in returning to bootcamps:
1) They’re worried about being in public.
Months and months of news telling you about how bad things are outside your home has an effect on you.
2) They’ve lost their fitness routine.
After months of not exercising they’ve lost space in their schedule for their regular fitness routine.
So what can you do about it?
My advice: Forget about sales tactics. Be a human being and communicate human to human.
One way you can always be doing this is with regular, consistent email newsletters. But I’ll talk about those another time as the current situation requires a more personal touch.
What I’ll teach you in this article will focus on 3 things:
- Check-in with them.
- Let them know what’s going on.
- Reassurance and transparency
Let’s quickly go through each step and why it’s important:
1. Check-in with them
We’ll start with a short, personal email or message enquiring how they are going. No sales pitch here, just a genuine note asking after their wellbeing. You may even pause after this step and wait for a response before continuing on.
2. Let them know what’s going on
Next, a super quick one or two sentence update on what’s happening with your sessions. Perhaps you’ve got a particular event or session coming up that you think they might be interested in.
3. Reassurance and transparency
Lastly, some quick reassurance about what you’ve put in place to make your sessions a safe space (physically and mentally). A picture of your other clients happily training speaks a thousand words here rather than a list of impersonal bullet points.
Reactivation Email Template
Follow the 3 steps above to create your own conversation with your client or use my template below.
You might start with my template and then customise it to your own needs as you get the hang of it.
Before you get started sending out this email, take some time to make a list of all of your missing clients. Go all the way back to March 2020 through to people who disappeared earlier this year.
Once you’ve got your list here’s the email to send them. [Make sure you edit or remove the sections in brackets like this.]
Hey [First Name],
It’s been a while since we connected so I just wanted to reach out and see how you are doing. How are you?
[If you’re sending as a direct message you can now wait for a response.]
I’m not sure if you heard, but we recently started back running sessions again. We’ve been missing your [personal attribute] in our Friday morning sessions. Have you been thinking about coming back at all?
Here’s a snap of the group from last Friday:
Hope you’re well,
Repeat for each client. It’s that simple.
Send that out to your missing clients and at the very least you’ll get a chance to reconnect with them and at the best you’ll get someone moving their body once more.
Want to do this as part of a challenge?
If you really want to get serious about reactivating your clients (and finding some new clients) then you should definitely check out my 5 clients in 3 days challenge.
It’s called The 5in3 Challenge and it’s free.
Beginner Email Marketing for Fit Pro’s
If you want to understand more about how to use email to grow your community, I’d love to have you join me next week for a workshop on email marketing.
Email is still the best tool for engaging with prospective and existing clients. In this workshop I’ll give you an interactive crash course to using email to communicate better with your community.
Here’s some of what I’ll cover:
- How to get set up and which platform(s) are best
- Common terminology around email marketing explained
- Encouraging people to join your email list
- How to find your voice/writing style
- Different types of emails and when to use them
- How to get people to open and engage with your email
📆 Time & Date: 9:30am to 11:00am June 3rd, 2021 AEST (check in your time zone)
💲 Price: $99 (or free with BootCraft Pro membership)
Kyle Wood created Bootcamp Ideas in 2010 when he was hunting around on the internet for workout ideas. He ran a successful bootcamp in Victoria, Australia and spends his spare time managing this site, adventuring (or lazying) with his wife and find new ways to make bootcamps even better.