A sports club lives on two things: attracting new members and keeping the ones it has. The member who stops coming is rarely one who decided to leave: it is often one you lost touch with. SMS is a simple way to stay present at the right moment, without being intrusive.
Here is how sports clubs, gyms and sports associations can use it, with message examples ready to adapt.
Why SMS suits sports clubs
- It gets read: a text message is checked quickly, while an information email often gets lost in the inbox.
- It reaches everyone: from students to seniors, every member has a phone.
- It is short: perfect for a reminder, a last-minute cancellation or a time-limited offer.
- It can be scheduled: you prepare your messages in advance and they go out at the right time.
1. Recruit new members
Sign-up peaks are well known: the September return, January and its resolutions, then spring before the summer. Plan ahead for them.
Follow up with prospects who took a trial session or asked for information, if they agreed to receive your messages:
CLUBFIT: Thanks for your trial session! No joining fee until 30/09 on any annual membership. Book your fitness assessment: clubfit.com/book STOP to 36xxx
Activate referrals, often the most effective recruitment lever:
CLUBFIT: Refer a friend this month: they get one month free, and so do you. Details at reception. STOP to 36xxx
2. Reduce no-shows in group classes
A class booked but not attended is a place lost for another member. A reminder sent a few hours before the class reduces these no-shows:
CLUBFIT: Reminder: your Pilates class starts today at 6.30 pm, studio 2. Can’t make it? Free up your place in the app.
This type of message is service information: it accompanies a booking and contains no promotion.
3. Announce last-minute changes
Coach absent, room closed, class moved: SMS is the surest way to let everyone know in time.
CLUBFIT: Tonight’s 7 pm cross-training class has been moved to 7.30 pm. Thank you for your understanding.
4. Build loyalty and bring inactive members back
This is often where SMS pays off the most. Spot the members who haven’t come for three or four weeks and send them an encouraging message, without any reproach:
CLUBFIT: Julie, it’s been a while! Your coach is offering a free session to help you ease back in. Book here: clubfit.com/restart STOP to 36xxx
Also think about personal milestones:
- the member’s birthday, with a small treat (free session, drink at the bar);
- the membership anniversary, to celebrate a year of progress;
- an upcoming membership expiry, to offer renewal before the deadline.
5. Fill off-peak slots
Mid-afternoon or holiday periods: some hours are quieter. A targeted SMS can fill them:
CLUBFIT: The gym is quiet this afternoon: enjoy the machines with no waiting between 2 and 5 pm. Have a great session!
6. Bring the club to life
Charity event, open day, holiday camp, competition: SMS spreads the word and sends a reminder the day before. For sports associations, it also works for calling up a team or confirming transport.
Doing it right: frequency, timing, consent
- Don’t overload your members: two to four marketing messages a month are enough. Class reminders, on the other hand, are expected.
- Send at the right times: during the day, on weekdays, never late in the evening. Avoid Sundays and public holidays for commercial messages.
- Collect consent: add a dedicated box to your membership form for SMS offers, and always include the STOP mention in your promotional messages. The detailed rules are in our article SMS marketing and GDPR.
- Personalise with the first name and the class concerned: a message that talks about the member is better received.
- Measure: track the clicks on your links, the bookings and the renewals linked to each campaign.
Let your members reply
Many members reply spontaneously to an SMS: « I can’t make it », « Any places left on Saturday? ». With Time2chat conversational SMS, your front desk receives these replies and answers them from a dedicated number, without multiplying phone calls.
Getting started
Choose two uses to begin with, for example class reminders and winning back inactive members, measure the results for a month, then expand. Our SMS plans include the online platform, campaign management and scheduled sending. If you already use club management software, the SMS API lets you automate reminders and follow-ups.
A project for your club? Contact us and we will help you prepare your first messages.
