7 Email Templates to Boost Fitness Studio Retention

Despite the introduction of many new forms of communication over the past number of years, email still remains one of the best ways to engage with your members and keep retention rates high. 

Recent statistics show that email is now one of the best ways to nurture new leads and keep your members aligned with your business and brand. People are getting tired of the poor quality of many Google search results and web pages, leading them to look for more curated, high-quality corners of the internet. Your email outreach and even newsletters can be that for your members.

Email open rates have increased by more than 100% since 2011 and 60% of emails are now opened on mobile devices. The push notifications alerts on mobile have clearly boosted the performance of email. 

Why this topic matters: Regular, value-driven engagement is vital to retaining your members for longer, and higher retention equals higher recurring revenue. Sending the right message at the right time on the right channel is the only way to do this. 

What you’re going to learn: In this article, we’ll show you:

• What retention emails are.
• How they fit into the member journey.
• What should be included in a retention email.
• 7 highly effective retention email templates.

Note: This is just a small portion of our in-depth member community guide, which you can download for free.

Here’s what’s coming up:

• What is a retention email? 
• What the experts say: Dr. Paul Bedford
• What are the elements of an effective retention email? 
• 7 retention boosting email templates

What is a Retention Email? 

A retention email is typically sent out to members of your fitness studio to keep them engaged with your business. Retention emails are used in combination with SMS and push notifications (if you have an app for your members) in a studio’s overall member engagement strategy. 

There are 4 different types of retention email: 

• Milestones and accomplishments: These would typically be welcome emails when the member joins, recognizing anniversaries of membership, and congratulations for achieving goals. 
• Events and challenges: Communicate any social events coming up as well as fitness challenges for your members to take part in. 
• Educational content: Send out recipe ebooks, workout instructional videos, and other important information to help members succeed in their journey. 
• Prompts and reminders: An extremely important form of communication. Send out emails to remind members to attend a class they’ve booked or to remind them to book a class. Members who haven’t booked in a while should be a priority with this kind of outreach – they may be in danger of churning. 

If this sounds like a lot of work to write out for every member in your gym or studio, that’s because it is: if you do it the old-fashioned way. At ABC Glofox, we’ve built automated outreach functionality as part of our CRM that allows you to send personalized emails and push notifications to all your members and leads. This can save you hours of time, on a weekly basis, allowing you to focus on the more important elements of your business.

Want to learn more about our CRM?

What the Experts Say: Dr. Paul Bedford

“We know what response we want. It’s a visit. We want them to visit again.” 

Dr. Paul Bedford is one of the leading experts on retention in the fitness industry. In his interview with us, he explained how email and maintaining constant contact with your members is vital to keeping your business alive and growing. You can read the full interview here.

Essentially, there are two results that you want from every email you send: a visit to your location or a membership renewal. If you can manage that, through whatever means, then you’ve succeeded

He covered two ways to manage this: 

• Map out the member journey: Make sure that you have a clear messaging cadence for every single member as soon as they sign up with your gym. You can download our free member onboarding guide to learn more about that.
• Send the right message at the right time: Don’t rely on a pen and paper or a manual solution to create your email outreach. Use modern tools to save you time and give a consistent experience to every single one of your members. 

Member engagement shouldn’t be a random, scattered approach. Each communication should have a purpose and prompt a desired outcome. If you’re looking for a system that helps you to entirely automate this process, then ABC Glofox is for you.

How Do I Create a Stellar Retention Email? 

Retention emails are designed to get a specific response from a member – a visit. But what are the key elements of a retention email? Let’s take a closer look at 5 different areas. 

Personalization and automation: In general, personalized emails are more successful than standard emails. It’s a good idea to personalize your emails based on the needs of your readers. Even just adding their name to the email can have a massive effect. Or, one that many businesses forget, set up an automated email to offer them a free class or discount on their birthday.

Engaging and memorable: Creating an engaging and memorable email experience starts with a great subject line. When writing emails, think about adding a personal touch, and get to the point. Remember why your members come to you, and not your competition. Not sure what your USP is? Read our guide.

Design to attract a response: Often, when someone opens up an email they scan it quickly. This is where great design is key. If at first glance, the email doesn’t offer value or looks too dense, the reader will quickly close the email and not take any action. Having a great email design helps to capture the attention of the reader and encourage action. 

Speak the customer’s language: One of the best ways to craft an email is to speak your customer’s language. If you want a lasting, positive impact, use words and language that your prospect understands and can relate to. Although you are the expert, potential members come to you for a solution. It’s your job to break down specialist knowledge into language that can motivate and drive member results. 

Simple and clear messaging: If your email resembles a novel, you might struggle to achieve the kind of results you’re looking for in your email campaigns. Keep it simple, and keep your message clear.

Our partners at ABC Trainerize have also developed a new sales email generator that could help you create the messaging that can bring your business to the next level.

Learn More: The Trainerize Sales Email Generator

7 Retention Boosting Email Templates

Whether you’re looking for the best way to welcome a new member or trying to promote your referral program, gym email templates can help you craft a simple yet effective message. Gym email templates are designed for a fitness business and can easily be adapted to your specific niche and audience. Here are seven fitness center email templates to inspire your next email marketing campaign. 

1. Welcome Email 

The welcome email is one of the most common trigger-based emails. You send this email after a specific action has been performed. Usually, you’ll send this after a new member signs up for your digital fitness membership or has joined your in-person fitness studio. Trigger emails show that your website or service is fully functioning and help guide your new customer through the member journey. 

Try this: 

Hey [MEMBER FIRST NAME],

Welcome to the [BUSINESS NAME] family! 

Thanks for joining us – we’re very excited to have you on board. 

You can get started by booking your induction training session [LINK]. You can find our class timetable, opening times, and any updates on our [WEBSITE LINK]. 

If you have any questions, please don’t hesitate to ask. You can simply give us a call on [NUMBER] or reply to this email. 

We can’t wait to see what you’re going to achieve! 

[YOUR NAME] 

2. Encourage Member Referrals 

A great referral email can help grow your business in an organic and relatively inexpensive way. Turn your gym members into brand cheerleaders and encourage referrals by offering the right incentive. Referrals are a vital lead-generation tool, especially for gym owners. You have the power to get more customers through your existing members. 

Try this: 

Subject Line: Refer Your Friend and Get a Free [OFFER] 

Hi [CUSTOMER FIRST NAME] 

Congratulations on hitting your latest fitness goal – you’re amazing!

Because you’re such a valued member, we’d like to show you how much we appreciate you. 

From [DATE] until [DATE], you can get a free [OFFER] by simply referring your friends and family. All you have to do is encourage a friend to sign up for [CLASS] and use the promo code [CODE].

It’s that simple! 

Thanks again for being part of the [BUSINESS NAME] family! 

[YOUR NAME]

3. Post-Workout Email 

The post-workout email is simple to automate and can help to motivate members. This is a trigger-based email that’s designed to help members feel like they have a sense of accomplishment. After a workout, they get an email that congratulates them on their hard work and makes them feel good about themselves. It also gives members an opportunity to feedback on a class and show you where you have room for improvement. 

Don’t have an automated outreach capability?

Try this: 

Hi [NAME]

Great work in [CLASS] – you crushed it! 

We would love to hear your feedback and how we can help you hit your fitness goals. 

Keep up the amazing work! 

[YOUR NAME] 

4. Class Reminder Email 

An automated class reminder email can help to reduce cancellations and increase group class attendance and the overall member experience at the same time. By sending timely class reminders, it gives members a gentle nudge to stick to their workouts. This holds them accountable and increases motivation simultaneously. 

Try this: 

Hey [FIRST NAME] 

Don’t forget your [CLASS] on [DATE] at [TIME].

We can’t wait to see you there! 

If you need to cancel, simply click [LINK]. 

[YOUR NAME] 

5. Re-Engaging With an Inactive Member 

Email marketing is a great tool for re-engaging inactive customers. You can reach out with offers, valuable content, show readers what they have missed, and reignite motivation to hit their fitness goals. Make sure to personalize all emails and send valuable content that will make an impact. Your win-back email campaign can help with your member attrition rate and boost engagement. 

Tired of sending out individual emails?

Try this: 

Subject Line: We Missed You! 

Hi [FIRST NAME] 

We haven’t seen you in a while!

Since your last visit, we’ve added hundreds of classes to our digital fitness platform. 

For a limited time only, we’re giving you an exclusive offer of [OFFER]. 

Hurry – this offer ends soon! 

6. Follow-up Email

The follow-up email is another essential part of your email marketing. You can send this trigger-based email after certain behaviors. For example, you could use this when a customer starts to book and pay for a class and then stops, or has abandoned their basket on your branded merchandise. Either way, the follow-up brings the focus back to the purchase and encourages the user to take action. 

Tired of confusing, difficult-to-use email automation systems?

Try this: 

Subject Link: [CUSTOMER NAME] Don’t Forget About Your Class! 

Hi [NAME]

We noticed that you haven’t signed up for [CLASS] after adding it to your basket. We hope you didn’t get cold feet!

Please don’t hesitate to contact us with any questions you have. Here at [HEALTH CLUB], we understand how hard it can be to start your fitness journey, but we know you can do it. 

See you soon,

[YOUR NAME] 

7. Special Offers and Promotion 

Another way to use email marketing is for promotion and upselling. You can send offers to existing and new customers, promote your latest fitness classes, and upsell digital gym memberships to your current members. 

If you want a more in-depth guide on how to upsell your products or services, you can learn from the best in our interview with Alex Hormozi here.

Try this: 

Hi [NAME]

We’re thrilled that you signed up for [CLASS].

Did you know that we offer a range of products to make your fitness experience even better? Visit [WEBSITE LINK] to browse our products today. 

Keep up the amazing work! 

[YOUR NAME] 

Sounds Like a Lot of Work?

You’re right, setting up email templates can be a difficult and frustrating experience.

Luckily for you, there’s a tool out there that can help you spend just minutes on your emails instead of hours.

ABC XLerate, the built-in CRM to the ABC Glofox platform, is designed with retention at its core. Automating all of your messaging and responses, this tool can take tens of hours of work off your hands, allowing you to focus on what’s more important.

Want to learn more about how ABC XLerate can give you back precious time?