Free guide · 5-minute read
From first visit to lifelong member
The member journey in four steps, built from our conversations with studio owners.
4 steps · 8 pro tips 
Step 1 · Discovery Be easy to find, and easy to try
Most new students find you through a search engine or a friend. Either way, they end up on your website. Keep it up to date, with your schedule and prices one tap away.
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Pro tip Put a “Book a trial class” button on every page, and don’t ask people to create an account first.
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Pro tip Tell newcomers what to expect on day one: what to wear, what to bring, and when to arrive.
18% of online shoppers have left a checkout because the site wanted them to create an account. Baymard Institute
Step 2 · First class First impressions last
Give first-timers your full attention and ask why they came. Most people join for a hobby or for the community. Tell them about your studio events, and offer one-to-one sessions to those who want more.
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Pro tip Check in after the class, ideally the same day. Ask what they thought, and make the next step easy.
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Pro tip Introduce them to one of your regulars. A familiar face makes the second visit easier.
56% of people say they’re more likely to stick to a fitness routine when it’s social. Nuffield Health survey, via Les Mills (2025)
Step 3 · Retention Give every member a path
A new member joined your studio! To keep them for years, give them somewhere to go: levels to work through, a show to perform in, or a competition or race to join with your studio.
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Pro tip Watch attendance. If someone misses two weeks, check in. Maybe the new instructor isn’t for them, or another day fits better around work.
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Pro tip Celebrate milestones out loud: a 10th class, a new level, a first performance.
5–25× Winning a new customer costs 5 to 25 times more than keeping one. Amy Gallo, Harvard Business Review (2014)
Step 4 · Leave an open door Once a member, always part of the community
Some members will move on. That’s the circle of life. Make sure they know they’re welcome back any time, and that they’re still part of your community.
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Pro tip Offer a pause before a goodbye. Holidays, exams and busy seasons end, and a pause keeps the door open.
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Pro tip Share your events on social media, so former members can follow along and join in.
Comlero takes care of the admin at every step
- Trial bookings
- Attendance
- Pause, not cancel
- Studio events
Sources: Baymard Institute, checkout abandonment research. Nuffield Health survey, reported by Les Mills (2025). Amy Gallo, “The Value of Keeping the Right Customers”, Harvard Business Review (2014).