Case Study - Gymnastics (Gym) Facility

Issues:

To bring in new students and keep classes full as students move up, the business offers a free trial class for parents considering gymnastics for their children.  Over the past year, conversion rates from free trial to class enrollment were 57% - leaving potential sales and profit on the table.

Our Goal:

To improve sales conversion rates of free trial classes to cinrease student enrollment and recurring revenue. 

Actions Taken:

• Analyzed sales conversion rates by coach and class to uncover gaps and opportunities.

• Communicated results and re-trained all coaches on the process for free trial students; reinforced the importance of free trials to continuously bring in new students and keep classes full.

• Implemented office follow up process for those who did not enroll immediately following the trial class.

• Reviewed results monthly with entire team.
  

Results Achieved:

Within 6 months, the sales conversion rate increased from 57% to 69%.  The 12% improvement generated an additional 49 new students, representing annual sales of $25,000.  The cost to the owner was negligible -- it was simply a matter or re-training the team, follow-up by the office staff, and tracking and reporting results.