BSF 2024 State of the Industry Data on Conversion Rates
According to our 2024 State of the Industry Report, the majority of profitable studios have a 30%+ conversion rate for leads to first-time visitors and first-time visitors to a second purchase.
High Conversion Requires More Than a Playbook
Emily Montgomery, Marketing Strategist and Founder of Be Mindful Marketing, explained that low conversion rates are a function of poor execution of the sales nurture playbook:
“Once you find that lead you have to run the play of:
- Checking in with that lead immediately
- Inviting them to the class as soon as possible & booking them in
- Sending them a reminder, sending them a reminder the day before or the night before of what to expect
- Going beyond the perfunctory details (directions, arrival time, etc.) and personalizing the message - ‘This class is going to help you with X, Y or Z. We can’t wait to see you. Ask for the instructor by name so she’ll show you everything you need to know"
- Greeting them when they walk in
She added:
“The profitable studios are going above and beyond in welcoming that new lead before the lead even walks into the studio for their first class, booking that second class, sending a thank you, and following up again. It’s killing them with kindness.”
Hensley Ellefritz, Fitness Business Strategist and Founder of Reboot Fitness Consulting, reinforced the importance of speed and clarity in the process:
“If you communicate with the lead within two minutes, your chances of converting the lead are double what they would be after those two minutes.”
She also emphasized the importance of in-person sales:
“Ideally, that’s when we’re going to see the highest conversion and create the best rapport. And it’s a lot easier to say no over a text than it is to someone’s face.”
Anastasiya Goers, CEO and Founder of SV Marketing, highlighted personalization:
“What works the most, especially with the demographic of the Pilates studios, which is usually age of 45+, is the follow-up, the personalized follow-up through either personal text or specifically the phone calls. That’s where most of the conversion happens.”
How Operators Can Apply This Now
- Following up with every lead within two minutes of contact
- Using a low-friction trial offer.
- Greeting and acknowledging first-time visitors personally, then booking their next class before they leave.
- Making membership offers in person after the second class.
- Using phone or text for personalized follow-up.
- Training instructors and front-desk staff on a consistent nurture playbook so the client experience is uniform and reliable.
Systematized Sales Sequences Build Long-Term Profitability
The most profitable studios aren’t improvising their sales process, they’ve systematized it. From the first text to the second booking to the in-person membership conversation, every touch-point is designed and executed with precision. The opportunity to grow your margins is already in your leads; it’s about how quickly and consistently you act.
Q&A With ExpertsQ: What’s the most important window to contact a new lead? Q: How should first-time visitors be welcomed to maximize conversion? Q: What form of follow-up works best for Pilates demographics? |
Member Resources to Deepen Your Sales Process
- Use This BFS Tracker to measure how your studio gets prospects and how the trends may fluctuate over time.
- Use This Nurture Sequences Audit Worksheet to analyze nurture sequences you want to implement and audit the flow of communications.
- Use This BFS Sales Funnel to learn steps and key actions to track your new clients' journey.
About the Experts
Emily Montgomery – Marketing strategist and founder of Be Mindful Marketing, where she supports studios in growing membership with personalized campaigns and retention-focused systems.
▶️ Watch the full Fireside Chat with Emily, HERE
Hensley Ellefritz – Fitness business strategist and founder of Reboot Fitness Consulting, with expertise in membership growth, client retention, and operational systems for studios.
▶️Watch the full Fireside Chat with Hensley HERE
Anastasiya Goers – CEO and Founder of SV Marketing., with over 15 years of experience helping Pilates and boutique fitness studios grow through proven marketing, retention, and client experience strategies.
▶️Watch the full Fireside Chat with Anastasiya HERE
![[PROMO] Julian Barnes headshot](https://blog.bfsnetwork.com/hs-fs/hubfs/%5BPROMO%5D%20Julian%20Barnes%20headshot.png?width=100&height=100&name=%5BPROMO%5D%20Julian%20Barnes%20headshot.png)
Julian Barnes – CEO and Co-Founder of The BFS Network, where he equips fitness entrepreneurs with insights, tools, and resources to achieve lasting success in an evolving industry.
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