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As part of the 2024 BFS State of the Industry Report, we introduced the F.E.R. Method: Find, Enroll, Retain as the foundation for driving sustainable growth in boutique studios. In this blog, we’re diving into the “Find” component by spotlighting a structured, people-first sales process that turns walk-ins into members and builds long-term revenue.If you're not getting consistent, high-quality leads from your ads, or you're unsure if they’re even working, you’re not alone. But Cody Sweet, owner of Sweet Fitness Kickboxing in Chico, CA, has turned lead gen into a studio superpower.
Cody’s background in digital marketing and direct response advertising (before opening his own gym) gave him a major edge. Today, his studio signs about 50 new members per month and reached a peak of 160 signups in a single January. His success isn’t just about ad dollars, it’s about dialing in the systems behind the scenes.
If your ad says “free class,” you’re blending in with every other studio in your market.
Cody’s solution? Create an offer so good it turns heads.
“We call it the Godfather offer—something so good they can’t refuse.”
Cody’s typical stack includes:
This combo isn’t just about hype. It creates perceived value and helps close the sale after a great trial experience.
Running traffic to your website? That’s a dead end, Cody says.
“Websites are full of distractions. You want just two options: opt in or leave.”
Instead, Cody sends ad traffic to a simple landing page connected to his CRM (via ClickFunnels + Zapier). That setup allows proper Facebook pixel tracking and campaign attribution, so he knows what’s working and what’s not.
When a lead opts in, Cody’s team texts them within seconds—no calls, no email-only follow-ups.
“Speed to lead is everything. That first minute is gold.”
His manager uses the studio phone for instant SMS outreach. Texts are casual, high-energy, and always assume the sale:
“Hey Jess, it’s Cody at Sweet Fitness Kickboxing (yep, real human here 😂). We’ve got spots tonight at 5:30 or 6:30, what works best for you?”
And yes, emoji use is strategic.
New clients wear red gloves, so coaches can easily identify them. They’re placed next to the instructor and get tons of encouragement by name throughout class.
“We want to be their best friend by the end of that class.”
The goal? Create an emotional high. Then present the Godfather offer.
Cody avoids class packs altogether.
“Every time you sell a pack, you have to resell again later. I want to sell them once, on a 12-month contract.”
To avoid friction, Cody skips platforms like MindBody for paid trials or signups. First: capture name, email, and phone. Then, handle the sale. That way, even if they don’t buy immediately, you’ve still got a lead to follow up with.
Cody’s team “fishes” Instagram followers from local studios (like Orangetheory), then sends DMs offering a free 7-day pass. It’s quick, consistent, and it works.
“They may not follow back, but they still looked at your profile. Now they know your name.”
TikTok ads are less competitive and cost-effective if you target the right way.
Always call out your city or neighborhood in the video and text
Use simple, energetic selfie videos
Run ads intermittently to avoid creative burnout
Cody signed 70+ members from TikTok last year, on 12-month contracts.
Cody hires coaches internally and trains them using a 3-layer system:
Written manual/scripts
Demo videos
Live practice sessions
Every staff member learns how to coach, run the computer, greet trials, and connect with members—because it’s all part of the member experience.
“If you don’t sell a membership, you’re taking away the chance to change someone’s life.”
It’s not about being pushy. It’s about believing in what you offer—and building a marketing + sales system that helps you deliver it consistently.
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