When a studio owner tells us they’re struggling with lead generation, our first question is always the same: Are you running your referrals playbook?
Through our surveys and hundreds of conversations with successful studio owners, we’ve found that profitable studios don’t just buy attention; they build it.
Our State of the Industry report shows that referrals are the top lead source. In fact, 44% of profitable studios cite referrals as their most effective source of new leads.
Referrals are simple, organic, and personal. They don’t require a large ad budget or a marketing agency. Chris Appiah, Founder of The Sales Arms, puts it this way: “The best way to consistently generate leads is going to be referrals. The people already in your facility should be your biggest fans and the ones inviting their friends and family in to experience it.”
Building relationships beyond your member base also matters. Chris defines referrals not just as member-driven, but also as community-powered: forming relationships with nearby business owners, neighbors, and other locals who can introduce new people to your studio. (Watch His Fireside Chat Here)
Your most engaged clients are already talking about your studio. The opportunity lies in helping them bring friends and making that process effortless. Emily Montgomery, Fractional CMO and marketing strategist, notes: “Your best members and best clients are generally the source of those referrals.” The challenge isn’t willingness, it’s attention. “Most people aren’t referring because they don’t want to. It’s because they’re busy, or they forgot.” (Watch Her Fireside Chat Here)
Her recommendation? Create momentum with focused activations like a Friends & Family Week: a few days each year where members are encouraged to bring in new guests. It drives energy, visibility, and a quick influx of warm leads.
Emily also advocates for a flexible, always-on referral policy: unlimited guest passes for members, limited to first-time use. Chris Appiah echoes this with a simple rule: each guest gets one free class, but members can invite as many as they want.
These low-friction systems allow your community to grow organically, powered by trust and authentic enthusiasm. As Emily puts it: “A high percentage of referrals tells you that you are creating an exceptional experience in your studio that people want to tell other people about.” And when they do? “People are 80% sold on you before they even walk in the door.”
You don’t have to outspend your competition; you just need to outconnect them. Think about it: Are you visible in your neighborhood? Have you given your best clients the tools to invite others? If not, you’re sitting on a goldmine of untapped leads.
Here’s a summary from our experts of what you can do next:
The opportunity is already walking through your doors. Let referrals become the reward for delivering a great experience. And let that experience speak for itself.
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