So, you have a new lead—a potential client is inquiring about your fitness studio. But what comes next? How do you nurture this connection without overwhelming or, worse, annoying them?

Following up with prospects and intros is complicated. Reach out too often, and they might hit you with the dreaded "STOP," assuming you're just another irritating bot clogging their inbox. But fail to follow up adequately, and you risk losing them altogether. It's a delicate balance, one that requires finesse and genuine consideration.

Let's talk numbers for a moment. Studies suggest that 80% of people make a purchase decision after the fifth communication, so there's a clear indication that persistence pays off. However, we're talking about people, so we can't condense follow-ups into a strictly numbers game. It's not about bombarding them with messages until they crack; it's about providing real value and guidance every step of the journey so they want to stay.

Chances are, you've been in your new clients' shoes before. What did you prefer for reachouts from a business? Would you appreciate multiple bombardments to buy-buy-buy, radio silence, or a more personalized approach that addresses your questions and concerns? In a high-touch industry like boutique fitness, we need to establish relationships with our clients, and that means following up with intentionality.

For my type-A studio owners reading who just want to know how many times to reach out, I aim for three communication attempts during the inquiry phase and five during an intro period. However, remember, it's not about hitting a quota; it's about genuinely assisting your prospective client and building a relationship. 

Let's break down how you can make each interaction count:

First, Contact Point vs Communication Attempt

What's the difference between a contact point and a communication attempt? It's more than semantics; the distinction is the tone and intent behind the follow-up. A contact point talks AT a client, "Hi, just following up!" (Strike that from your repertoire). A communication attempt tries to engage the prospect in a two-way transmission. I know that sounds like a walkie-talkie, but it's easy- treat them like you're talking to a friend. Lead with questions to prompt a response, be authentic, and help the client recognize that you're not a bot. When you are contacting a client, check yourself by asking, "Does this encourage a response?" if not, it's a contact point, and while there is a place for that kind of messaging, it's not the goal here. 

Do's and Dont's of Follow-Ups

1. Ask questions right out of the gate. "What did you think of your class?" or "How are you feeling today?" It not only shows that you're a real person, but it also opens the door for personalized recommendations. If you've been following The Studio Sales Solution and my Coach to Close Method, you are hopefully also asking the three most important sales questions:

By identifying their goals, you can tailor your recommendations to suit their needs. Whether they're aiming for strength, flexibility, or stress relief, show them how your classes can help them reach their objectives.

2. Personalize the Experience. Once you get intro clients talking and you learn their goals, start injecting your messages with quick value. Offer them other options based on their experience and fitness goals and help them sign up. We want them to get the most out of their intro and either maximize their classes during a timed intro or move through the intro as quickly as possible. Try, "Based on your goal of _____, I recommend our _____ class/teacher. Can I sign you up?"

3. Build Trust. People buy from people (which is why I don't love automations in a sales funnel), but, more importantly, people buy from people they trust. Your job is to show your new client that you are someone they can and should trust and that you genuinely have their best interest in mind. Yes, you're a business, but you're also in a heart-based service, and your job is to help these intro clients reach their goals. Health and fitness are so personal and can bring up all kinds of feelings. If your prospects don't like, know, or trust you, they're not going to buy from you, and there isn't a spreadsheet or client flow that can change that.

4. Always lead with value. Remember, following up is not about you—it's about them. Yes, I want you to follow up five times in two weeks, but just checking the box on your sales tracker won't increase your conversion rate. When you contact a client, rephrase your communications to address their needs and solve their problems. I coach studio owners to adopt a "them problem" mentality. "I'm just checking in!" is solving a "you problem," and a new client isn't interested in helping you- that's not why they're there.

Try,

"You have two classes left in your intro special, so let's make sure you make the most of it! You haven't tried our cardio barre or yoga sculpt yet—what kind of class would you like to take next?"

That's solving their problem, asking a question, prompting a reply, offering value, and building trust. Feel free to copy and paste that into your sales process. 

By adopting this client-centric mindset, you'll build trust and credibility, laying the foundation for a lasting relationship.

Extending the Conversation: Strategies for Effective Follow-Up

Now that we've established the importance of following up with prospective clients and outlined some initial approaches, let's look at a comprehensive follow-up strategy that maximizes engagement and conversion.

Here are some of my favorite communication attempts ideas:

• Booking trigger welcome call or text (this can be automated as long as it asks a question and the client can't tell it's not from you). 

• Pre-first class phone call

• Post-first class phone call

• Handwritten thank you note

• Snail mail welcome gift

• A gift and note on their mat waiting for them

• Connect to convert phone call or in-person meeting

• Semi-templated email with connect to convert survey 

• Half-way check-in text from the owner

• Almost out of time urgency text

• In-person or phone sales conversation

Great, But When Do You Do What? 

Long story short, it depends. I have a favorite schedule, but I tailor each client flow to the individual studios I work with. If you offer a time-based pass (like a two-week unlimited), here is a typical follow-up cadence:

• Before the first class

I prefer a call or text introducing yourself and filling them in on anything they should know beforehand to have a successful first experience.

• Day two text or call

This quick follow-up is a nice gesture, even if the client doesn't respond. 

• Day four

I like to send a handwritten thank-you note tailored to the client.

• Day seven

Half-way check-in text or call from the owner to show you're paying attention.

• Day eleven

One class left urgency incentive text.

• Day 12-14 for the sales convo

In-person sales conversation (or phone conversation if necessary). 

If you offer a set-class intro (like a buy 2 get 1 free package), organize the contact points based on the class rather than the day. If you need more or want concrete examples, grab the client flow template I use with my clients. 

Use a sales tracker like this one to keep track of leads and communication points. You want them to feel supported but not stalked. By personalizing your follow-up schedule, you ensure that each interaction resonates with the prospect and moves them closer to conversion.

Build Trust, Lead with Value, Genuinely Connect. 

When I taught my staff how to lead connect-to-convert conversations and follow a client flow, I used to explain our sales process like this: The goal of the process is to nurture the new client and ensure their experience is so supportive and personalized that they'd feel like they lost a friend if they didn't join. That's why my conversion rate has consistently been above 75%—your client flow should support and connect, not just contact and follow up. It's a whole lot easier to sell that way than to wear prospects down with purchase links.

So, the next time you reach out to a prospective client, remember: it's not just about checking a box or hitting a quota—it's about building connections, providing solutions, and providing real value.