Learn What it Takes to Convert On-Ramps to Regular Members
Offering the first workout free to new clients is a great way to get people in the door and give them some basic understanding of CrossFit and your specific Box. This workout must be informative. It must also be basic enough for everyone to feel successful at the end. It should also be informative about the next steps to joining your Box. Accomplishes these things will help you therefore convert on-ramps to regular members.
For many CrossFit Boxes, the next step is enrolling in an “On-Ramp” or “Foundations” course. This is a great way to recruit new members, but what’s key is what happens once the course is over. Do you have a sales plan in place to convert these new recruits to regular memberships? If the answer is no, here are a few ideas to try.
Build in Regular Membership to On-Ramp Courses
Create a new member package that features an On-Ramp class along with a membership commitment of 3, 6, or 12 months. You could make this package full of value-added perks such as a nutrition manual, workout log, and one-on-one 30 minute goal setting session with a trainer. Yes, you may have some people balk at this type of long-term, intensive commitment, but remember that the quality of your new members is more important than quantity. This offering also requires extra work on the front-end for you and your staff, but the payoff is worth it. After the initiation process is complete, you’ll have a committed, knowledgeable, and connected member. Thus growing your box and learning how to convert on-ramps to regular members.
Offer Personal Training Sessions as an On-Ramp Option
For prospects that can’t make a traditional On-Ramp course work for their schedule, offer them the option to sign up for a package of personal training sessions that include most of the same perks of the regular new member on-ramp package. As the new member nears the end of their package, offer them a discount on the first month of regular membership to assure that you convert on-ramps to regular members.
Create Personal Connections from the Get-Go
Assimilate new members into your CrossFit community quick. Establish an onboarding system between your staff and new members. Assign a coach or trainer to each new member to set up a goal-setting session and check-ins at regular intervals. Send each new member an information email about your Box that includes hours, policies, and links to your website, online schedule, and social media channels.
After the initiation process is complete, you’ll have added a committed, knowledgeable, and connected member to your community.