An open day is your studio's best opportunity to convert curious neighbours into paying members. Here is how to run one that actually converts.
Structure
Saturday morning, 4 hours. 3–4 free mini-classes (30 min each). Studio tours between classes. Sign-up desk with an exclusive open-day-only intro offer.
The exclusive offer
"Open Day Special: 5 classes for $39 (normally $99). Today only." Scarcity and exclusivity drive conversions. Have your booking app ready for instant sign-up.
Promotion
Start 3 weeks before. Instagram countdown, local business partnerships (cafe, physio, hairdresser), letterbox drop within 500m, Google Business Profile event post.
On the day
- Every instructor introduces themselves personally to every visitor
- Offer water, coffee, or a smoothie — hospitality matters
- Have 2–3 existing members there to chat with visitors (social proof in person)
- Take photos and videos for social content
Follow-up
Every visitor who gave an email gets a follow-up within 24 hours — "Loved meeting you! Here is your open day offer link." Track conversion rate. Target: 30%+ of visitors sign up for the intro offer.