The Friday Society • Episode 112
In the most recent solo podcast episode, I discussed two business pillars that can really move the needle; referral programs and guest passes. In TFSM, we often talk about how to utilize these programs to increase your client base, build loyalty, and cultivate a thriving community. These growth strategies can be super powerful if they are executed correctly.
Why Referral Programs and Guest Passes Are Game Changers
One of the metrics I teach about in TFSM is conversion rates. One of the most important goals you can have for your business is to turn new customers into long-term customers. We don’t want one-and-done customers and referral programs tend to generate 3-5x higher conversion rates!
Another key point is that referral programs and guest passes are cost-effective. While you may have a lower margin on the front end, you are going to make up for this in the long-run. Why? Because you are building community and customer loyalty. I know for me personally, I am more likely to visit a new studio if a friend invites me and there is a perk to visiting such as a free or discounted first class. By deepening client connection and creating community around your brand, you’re going to be packing classes!
Key Components of a Successful Referral Program
To make a referral program effective, it’s not enough to just ask for referrals—you need structure. It’s crucial for these programs to work to have a few things;
There must be Clear Incentives. Decide what the person referring will receive (discount, free class, bonus service, etc.), and what the new client gets. Both should feel valuable.
Simplicity & Automation are key to ensuring these programs run smoothly behind the scenes. This is something I talk about on TFSM all of the time! Make your systems work for you! Ensure that you are keeping the process simple so clients don’t drop off, use automation tools such as Zapier, and have consistent protocols around client follow-up.
Ensure that the programs feel personal! Show genuine appreciation for the referring client and show genuine excitement to welcome the new client. It’s important that both parties feel seen and acknowledged!
Ensure you are tracking referrals correctly. Personally, I love Mariana Tek and Momence. My clients use these systems for referral tracking and it’s made the behind the scenes tracking so much easier.
How to Make Guest Passes Work
Guest passes are essentially a “trial” offer: letting potential clients try something with low or no risk. Who doesn’t want that?
Most people these days want to try new studios and instructors so they will bounce around until they find their fitness ‘home.’ One roadblock for me is when signing up to try a new studio is cumbersome or difficult. With so many quality studios out there, I simply move on.
Ensuring that you are reducing friction is crucial! Make things easy for people to sign-up! The less clicks the better.
Make sure to showcase the value of your studio. You work really hard and should be proud of yourself for the quality of your classes and the beauty of your studio. Show this off and give new customers the full understanding of what they can experience when they enter your doors. Do you have showers, do you offer free mat rentals, do you offer eucalyptus towels for hot classes, etc. Paint the picture before the client even walks into your space!
Steps to Launch Your Referral & Guest Pass Strategy
Here’s a roadmap to implement what I talk about in this episode. To get into finer detail check out The Friday Society Membership where we breakdown these steps even further.
| Step | Action | Notes |
|---|---|---|
| Define Your Offer | Decide what incentives you’ll use—for both referrer and new client. Also define specifics of your guest pass (duration, class, etc.). | Make sure the incentives align with your margins; don’t over‑promote at loss. |
| Choose Tools & Systems | Pick software for tracking, automation, follow‑ups (FloDesk, Zapier, Momence, etc) | The smoother the backend, the higher compliance from clients. |
| Communicate & Train Your Team | Make sure your staff/team knows how it works. Train them! | Consistency in messaging ensures clients aren’t confused. |
| Set Metrics & Tracking | Track number of referrals, conversion from guest passes, revenue from referred clients, cost of incentives. | Use data to see what’s working and don’t be afraid to adjust where needed. |
| Launch! | Announce to your existing clients; place signage in‑studio; mention in newsletters, social media, onboarding. | For guest passes: maybe run limited‑time “bring a friend” days. |
| Follow Up & Nurture | Show your appreciation. Check in with guests after using pass, provide next steps to convert. | Personal touch goes a long way. This is where you will see client conversion success. |
Final Thoughts
I hope you learned something new and I encourage you to listen to the full podcast episode! Truly, having strong referral programs and guest passes can be a game changer if you build it correctly! If you enjoyed the episode please send to a friend who may also want to hear.
And of course, I’d love if you would join us at The Friday Society Membership where we discuss these types of strategies all of the time!
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