In our analysis of five top Lagree Studios in LA, we found that four (Megaformer Studio, Club Lagree, Lagree Underground, & Silver Springs) championed the buy-one-get-one as their incentive to new members while the fifth (Lagree 213’s watching the bottom line) promoted a 60% discount on that second class. A well-crafted entry offer can be the difference maker in your studio’s growth, but the market in LA seems to have converged to a BOGO rut.

Sure, this tried-and-true method has worked well in the past, but it's starting to feel a bit stale in 2024 when folks have low switching costs and ample alternatives. If new studios want to stand a chance at getting fresh faces through their doors, they've got to cook up some innovative entry-pricing strategies.  We've got two methods (one strategic and one more gimmicky) that’ll generate some serious buzz around your studio.

The Strategic: The Buddy Pass

Our first recommendation is the buddy pass system. By encouraging friends to sign up together, you can leverage the power of social connections to attract new members. Here's how it works:

- Reframe the offer as "Two People for the Price of One" rather than “Two Classes for the Price of One” 

- This is first and foremost a social offer, communicate that to your members

- Offer a steeply discounted rate for two new members (e.g., $20 total for two people)

The math on this works out. If you offer two BOGOS to two leads at $40 each, your incentive spending is $80 (they’re getting two classes free). Pricing with “The Buddy Pass”, however, is $20 for a value of $80. Your studio is actually spending 25% less on incentives while gaining the social benefits of having two people who are excited about working out together. This is a winner.

Now, the Gimmick: The Happy Hour

Our second suggestion is easy to understand, but we won’t be upset if you groan a little while reading it.  The "happy hour" is just how it sounds, you designate one hour each day (e.g., 5-6 PM) for classes at discounted "happy hour" prices. This works best if you price the class at the cost of a cocktail (it can be a nice cocktail) to make the offer really ring true to its name. Promote the idea of "a different kind of happy hour" that focuses on wellness and lasting satisfaction. This not only opens the door to some really sweet corporate partner type deals, but it also guarantees some media for your spot. This is best run once or twice a week to build anticipation for it - make it part of people’s weekly calendar! It also works great as a growth hack for studios looking for a quick jolt (the next one works even better for that though). 

Bonus: The Blind Date

We liked coming up with these so we decided to throw in one more. If a duo comes in on a blind date, the class is free for both of them. If the date goes well, or even if it doesn’t, you bet both parties will be talking about the time they had at your studio. It’s a super high emotional impact strategy that’s best run as a “while supplies last” because we’d bet that once a few people acted on it, the offer would really take off. This is with the caveat that verifying Blind Dates would definitely be a headache. Implementers beware.

In a crowded market, particularly LA, staying fresh is essential to keeping new members streaming in. We know that our three solutions will keep your studio buzzing and in the media. Don't be afraid to mix things up and try something new. We’re calling out on BOGO and in on The Buddy Pass, The Happy Hour, and The Blind Date. Watch out for these in the coming months!