How Kraft Training Malmö raised trial conversion from thirty percent to fifty

Company Overview

Kraft Training Malmö offers a two week trial and takes around 45 a month. Follow up depended on whoever was at the desk remembering, and roughly two thirds of trials simply expired quietly.

Challenge

• Around 70 percent of trials expired with no follow up conversation at all
• Nobody owned a trial, so nobody noticed when one went quiet after the first visit
• Trial members who attended once and stopped were never contacted
• Marketing spend was generating leads the studio was not converting

Solution

• Every trial is created in Solstice Studio OS and Solstice Member App with an owner and an automatic follow up sequence
• A trial member who has not attended in four days triggers a personal message, not a marketing email
• The app suggests classes matched to what the member said they wanted at sign up
• A conversion conversation is scheduled before the trial ends rather than after it lapses

Results

• Trial to membership conversion rose from around 30 percent to 50
• Trials expiring with no contact fell to effectively zero
• Cost per acquired member fell by roughly 38 percent on unchanged marketing spend
• Members who joined after a structured trial retain noticeably better than previous cohorts

Customer Testimonial

"We were spending real money on marketing and then losing people because nobody remembered to call them. That is not a marketing problem, it is an admin problem, and it was entirely ours. Same spend, same studio, same classes, fifty percent conversion instead of thirty."

Hedda Lund, Franchise Manager, Kraft Training Malmö

Key Benefits

• Every trial owned with an automatic follow up sequence
• Personal contact when a trial member goes quiet
• Class suggestions matched to stated goals
• A conversion conversation before the trial ends

Solstice Fitness Studios made sure no trial at Kraft Training Malmö expires unnoticed, which lifted conversion to half of everyone who walks through the door.