Case Study: The Bar Method – UWS

“I think the most powerful thing to do is follow up with a new client. It can be intimidating because it’s their first time in a challenging class, and we want to encourage them. Clients have mentioned to me that certain instructors have sent them messages, and how nice it was to receive them. They realize that we really do care.”

– Melissa Ferrigno, Co-Owner

Studio Details

barre

Using FitGrid since
January 11, 2019
Location
Upper West Side, NYC
Number of studios on FitGrid
11
Number of Instructors
17

Average Open Rate

81.1%

Average open rate of follow-up messages sent by instructors via FitGrid Pro

Return Rate Increase

30.3%

Increase in 1st-time clients returning to the studio after receiving a FitGrid follow-up vs. those who didn’t

July Retention Rate

57.0%

Percentage of clients returning to the studio 2 or more times in 30 days

(33% = industry average)

The Challenge

As a newer studio location in a fitness market as saturated as New York City, one of the top challenges owners may face is attracting and retaining clients. The Bar Method Broadway studio realized the value of having regular clients and wanted to try and form stronger connections with each client walking into the studio to keep them coming back. Typical, everyday interactions weren’t enough — the owners wanted to make a lasting impression with new clients, and get to know to return clients better, to strengthen the community they had started at the studio. Especially in an area with plenty of competition, they needed a tool to help them communicate more strategically with first-time clients to motivate them to return to the studio, instead of the competition.

The Solution

The Bar Method Broadway began using FitGrid at the beginning of the year as a tool for better client communication and quickly noticed the effects that it could have on their relationships with the students in their classes. One of the ways the instructors at the Bar Method Broadway personalize the client experience is by using the notes feature in the FitGrid Pro app. “I like being able to write specific notes about clients after class, so I can let other teachers know exactly what I know about each client to make their experience better,” says co-owner and instructor Carolyn Loh. She loves the sense of community that these shared notes can contribute to — she observes that the option for her instructors to have “such quick access to important information like this is vital for personal communication with our clients.”

The staff at The Bar Method also loves using FitGrid follow-up messages as a convenient way to reach out to clients and leave a lasting impression when it matters most. “Especially for new students, being able to quickly send a message saying it was great to have them in class and encouraging them to ask questions is helpful. They love that personal attention and interaction!” says Carolyn.

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Results

Since starting with FitGrid, The Bar Method Broadway has sent over 4,300 follow-up messages to their students! They have an 81% average open rate of these messages, compared to the industry average email open rate of 20%, which helps keep their tight-knit community of old and new clients alike connected.

Co-owner Melissa Ferrigno reflects, “The most powerful thing to do is follow up with a new client. It can be intimidating because it’s their first time in a challenging class, and we want to encourage them. Clients have mentioned to me that certain instructors have sent them messages, and how nice it was to receive them. They realize that we really do care.”