7 Ways Text Message Marketing Can Increase Retention at Your Fitness Business

While multiple approaches can keep clients informed, text messaging is one of the most effective.  

Think about how often you check your phone compared to email or social media—texts tend to be read almost immediately, giving SMS marketing a unique edge. In fact, text messages have an open rate that is three times higher than email.  

In this blog, we’ll dive into the essentials of SMS marketing and provide creative tips to help you keep your members engaged and coming back. 

What is SMS marketing?

SMS marketing involves updates, reminders, and special offers to your clients via text message.  

Whether it's reminding them about an upcoming class, announcing a new fitness challenge, or sharing a motivational message, SMS marketing gives you an immediate way to reach clients on their mobile devices. 

Unlike email, which might sit unopened for hours or days, text messages are typically read within minutes. A well-timed SMS can inspire a client to show up for class or renew their membership. 

This direct line of communication is ideal for time-sensitive announcements and building a sense of closeness with your clients. 

SMS marketing vs. other channels

SMS marketing stands out as one of the most effective communication channels to reach your clients. 

Open rates: The average open rate for SMS is 98%, significantly higher than emails, which typically is around 28%.  

Response rates: Clients are over 4 times more likely to respond to business texts than to emails, and they’re 8 times more responsive to texts than to social media messages. 

Engagement rate: Globally, 32% of consumers interact with brand text messages 1 to 5 times per month. Meanwhile, 25% engage with brand emails, the same goes for branded apps, and 23% engage with brand through social media. 

In short, SMS marketing helps you reach your clients more effectively than other channels, making it an effective client retention tool. 

Is text message marketing legal?

Yes, but there are important legal considerations. For example, in the U.S., the Telephone Consumer Protection Act (TCPA) requires that you obtain consent from clients by communicating what type of content they'll get and asking them to opt in to receive messages.  In addition, you’ll need to provide an easy way to opt out.

SMS marketing done right: 7 expert tips

To drive responses and engagement, take the time to understand your target audience and customize your text message strategy to resonate with them. Here are some best practices to follow:

1. Know your clients

Start by segmenting your audience based on factors such as workout style, frequency of visits, and engagement levels. Are they regulars, occasional drop-ins, or members at risk of churn?  

The more you know about your clients' behaviors and goals, the better you can craft messages that feel relevant and valuable to each group.

Pro Tip: Use Mindbody’s Business app statistical data to segment your audience by age, gender, behavior, and preferences. 

2. Make sure they consent

Before sending any texts, confirm that your clients have opted in to receive them. This isn’t just a legal requirement, it’s also a foundation of trust and respect.  

When clients actively choose to hear from you, it signals that they’re open to engaging with your updates, promotions, and reminders.  

Garnering permission strengthens trust and ensures you're reaching an interested, engaged audience. 

3. Personalize your messaging

Most clients are likely to ignore impersonal messages that don’t align with their interests or goals. 

After segmenting your clients, personalize your message to each group. Here are some examples: 

• Send motivational messages to members who haven’t been in for a while, gently encouraging them to return by highlighting their fitness progress or offering a special incentive 
• If a client has signed up for a specific fitness event, like a marathon, send suggestions for prepping such as weekly tips on hydration or recovery routines 
• For newcomers, send a warm welcome message and share tips on maximizing results during their first few months. This helps provide the initial boost they may need to get started strong 

Personalized messages show clients that you understand their individual journey, making your communication more effective. 

4. Have a strong CTA

Each message should include a clear call to action (CTA) to guide clients toward the next step, whether it’s “Book now,” “Join the challenge,” “Reserve your spot today” or “Reply YES to confirm.” A strong CTA encourages immediate engagement, giving clients a simple way to act on their interests.

5. Be professional

Maintain a professional yet approachable tone in SMS messages and keep in mind that messages should both motivate and respect clients’ boundaries.  

Avoid messages that might seem intrusive or guilt-inducing. For instance, if a client misses a class, avoid messages like, “We missed you... Don’t let laziness win!” Instead, text them something more positive and lighthearted like, “Looks like life got busy! Ready to jump back in? We’ve saved you a spot!”. This example maintains a motivational and friendly tone without crossing any personal lines. 

It’s also important to know your brand’s voice. If your brand’s identity includes humor, light jokes could be welcome but use caution. In every message, show empathy to create a respectful and encouraging experience for each person’s fitness journey. 

6. Avoid overwhelming clients

Texts should be brief, relevant, and thoughtfully timed to avoid overwhelming clients. Over-messaging can lead to frustration, increased opt-outs, and a negative perception of your brand.  

You might wonder, "How often should I text my clients?" Although there’s no universal answer, recent insights from the 2024 SMS Marketing Report offer some guidance:  

• Nearly 50% of consumers prefer to receive texts from businesses once every other week, while 36% favor weekly messages.  
• Over 50% cited excessive frequency as the main reason for opting out of SMS marketing, followed closely by spammy or irrelevant content. 

7. Time your messages thoughtfully

Timing is key to maximizing SMS engagement. Schedule messages when your clients are most likely to be free and receptive, such as during lunch breaks or in the early evening, to avoid interruptions in their day.

Also, consider sending reminders at times when clients might be thinking about their fitness goals, like on Sunday evenings to prepare for the week ahead.

Pro Tip: Use your clients' historical data to identify times they are most active or engaged with your messages. This personalization can improve response rates and build positive client sentiment.

A 30-Day messaging strategy to try

For businesses just starting with SMS marketing, a thoughtful and varied 30-day messaging strategy might look like this: 

Week 1: Kick off with a warm welcome message or a personalized thank-you note to make clients feel valued. 

Week 2: Share a helpful tip or an educational piece, such as a workout routine, meal plan suggestion, or wellness article that’s tailored to their interests. 

Week 3: Send a reminder about upcoming events, special classes, or exclusive offers, keeping it light and friendly. 

Week 4: Engage clients with a fun question or poll, like “What’s your go-to motivation song for workouts? Hit reply and share!” to spark conversation. 

This approach ensures a mix of appreciation, value, and interaction, keeping the content fresh and engaging while avoiding overwhelming your clients with too many promotions. 

Text message templates that will make your life easier

The templates below offer a variety of messages tailored for different scenarios, making it easy to engage your clients with the right tone and timing.  

Whether you're promoting an event, sending a reminder, or offering a special deal, these templates will help you craft the perfect message to strengthen your connection with your audience. 

Clients at risk of churn

1. "[Name], you've reached your first milestone: [Describe] on [Date], let’s keep those gains going! Book a session today and receive a free post-workout shake! 💪 Reply YES to book." 

2. "Ready for a fresh start on your [Class/Program], [Name]? Book a session this week and get a 1-on-1 consultation free of charge. Reply YES to confirm!" 

3. "[Name], we noticed you’ve been away for [Time]. We also know you love [Class/Program]. Jump back in with a 15-min session on us. Let’s get moving again! Book now!"

New members

1. "Great to have you join us, [Name]! Check out our new member perks.  Reply PERKS for details!" 

2. "Hi [Name]! Your fitness journey starts here. Ready to meet your trainer [Trainer Name]? Reply YES to set up a quick introduction!" 

3. "Excited to start, [Name]? We have a welcome gift waiting for you at your first session! 🎁 Confirm your attendance in our app!"

Trial members

1. "Hi [Name]! Only a few days left in your [Class/Program] trial! ⏰ Ready to make this official? Sign up now and get 15% off your first month!" 

2. "One step closer, [Name]! Join now and let’s keep the momentum going. Reply YES to claim your new member discount!" 

3. "Hi [Name]! Loving your trial so far? Lock in a membership today with exclusive trial discounts. Talk to [Staff Member or AI assistant]!" 

Birthday messages

1. "[Name], wishing you a fantastic birthday! Enjoy 20% off any session this month. Reply YAY to claim your gift!" 

2. "Happy Birthday, [Name]! Enjoy a free consultation this week to keep your fitness goals on track. Book in our app!" 

3. "[Name], it’s your special day 🎉! Celebrate with a free energy drink after your next workout.  Reply YES to redeem!"

Event and class reminders

1. "[Name], ready for this Saturday’s [Workout] Bootcamp? We’re saving you a spot—reply IN to confirm!" 

2. "[Name], we’re excited for our [Class Type] Marathon this weekend. Are you? Reply READY to sign up!" 🚴 

3. "Hey [Name], don’t miss out on our [Theme] Workshop tomorrow at 6 pm. Ready to join? Sign up in the app!"

Anytime promotional offers

1. "Hey [Name], Flash Sale Alert! Enjoy 15% off all personal training sessions today. Go to our app and reserve." 

2. "Get half off your first month at  [Class], [Name]! It’s time to prioritize you. Reply ME to start your journey." 💃 

3. "Spring Special for [Name]: Join now and get a free fitness consultation. Book your consultation!" 

Text message marketing: A game changer for client retention

SMS marketing is a fantastic way to keep the lines of communication open with your clients. When you understand their preferences and segment your audience effectively, you can send tailored messages that add value to their fitness journeys. 

Remember to always get consent before reaching out, keep your messages on-brand, and incorporate engaging content. 

By making SMS marketing a key part of your retention strategy, you create a community that feels seen, stays engaged, and is happy to stick around.