Filling a Empty Class (or Bring a Class Back to Life)

The hardest class to fill is always an empty one.  Whether it is a new class, or one that has been dropping off.

Bringing trial members into a class that is empty is unlikely to result in many sign ups, and will likely result in attrition problems.

So here’s the basic concept on what we do when launching a class:

Pre-Sell a Limited Program

6-Weeks is a good time frame for a twice a week program.  Include whatever they need to make them look like they are a full part of the class.  If that’s a gi, then include a gi in the package.

Stack the value, and put a discount on it that people will be willing to sign up without a trial before hand.

It doesn’t need to make a lot of money, it needs to get people in the class and not lose money.

For us this has been around a $200 price point.  So maybe 6-weeks, 2x / week, includes a uniform, t-shirt, money back guarantee, etc. $197.

I want the cost to not be too detached from the membership fees, but to include enough other stuff to make it a substantial saving.

Start marketing this package 4-6 weeks out with a set start and end date.

The goal is to put 8-12 people in the class.  Not to completely fill it necessarily, but to get enough of a group that it’s a “class” instead of a semi-private.

Now Start Bringing in Trials

Once the program is under way, no more 6-week programs.  But now that you have a class, of people that are in uniforms or have whatever gear they need, now you start booking trials.

But they sign up on recurring memberships, not the 6-week option.

Having a group in there will give you some social proof.  You aren’t selling a empty class, and can start getting full memberships.

3-4 Weeks in, Upgrade the 6-Week Programs to Recurring

Before the program ends, have some incentive to offer the original group to get signed up on a full membership to kick in at the end.  A special rate, A extended free period, additional gear, etc.  Whatever makes sense for the program.

Just don’t wait until the 6-weeks is over and they think its over before you get them thinking about continuing.

Push hard until you get 10-15 people in the class

You need that critical mass to keep retention up and to remove the major obstacle of signing people up into a empty class.

Many classes can snowball once they hit that point, but until they do they have a strong risk of fizzling out. 

Teens for example, our experience has been teens have pretty high retention once there is enough of them.  It becomes a important social piece for them.  They will all end up communicating with each other outside of class and not let each other quit.  Something kids and adults don’t really do.