Cold leads and lapsed members are one of the cheapest groups to reach, because they already know who you are. A few well-timed messages will wake some of them up, with no new ad spend.
Who to include
- Leads who asked about membership but never booked a visit
- Trial members who never converted
- Former members who cancelled in the last several months
What to say
- Start with something real, like a new class, a schedule change or a seasonal moment such as the new year or summer
- Ask a simple question instead of pushing a deal
- Make coming back easy with a single booking link
- For former members, a short note asking what would make them return can be worth more than a discount
Keep it small and respectful
Send a short sequence, then stop. Anyone who opts out should be removed straight away. Someone who replies should reach a person quickly — the same way recovering a missed first call works for new inquiries.
If you haven't set up your regular lead follow-up yet, begin with automatic membership follow-up, then add win-back later.
Curious what a win-back campaign would cost for your list? Cenki, CN Media's AI assistant, can give you an exact quote.
CN Media builds win-back campaigns for gyms — gentle, well-timed messages to leads and past members who already know you.
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