Marketing Campaign Management

Para Performance Co. utilizes various campaign efforts to drive studio awareness, increase foot traffic into club services, and drive recurring revenue.

• ClassPass Campaigns

  • Option 1 - Attract new members who have never visited your business (used for ongoing campaigns to drive new foot traffic when attendance and revenue becomes flatlined and new club openings)

  • Option 2 - Build loyal customers by retargeting recent visitors (used periodically after 1 year in operation to drive old clients back into the club)

  • Option 3 - Grow fast with a general campaign to all members (used at the opening of new clubs only)

  • To complete a ClassPass Campaign sign into your ClassPass Dashboard > Campaigns > Create Campaign > Name Your Campaign > Select the type of campaign you’d like to run based off the previous 3 options > Set a timeline you want the campaign to run > Launch

Event Campaign & Coordination Management

• Overall Goal

  • The main objective for holding events is to build community, enhance member engagement, and promote overall wellness by hosting events that offer fun, educational, and motivational experiences—fostering stronger connections between members, staff, and the gym’s mission. This in turn supports the overall success of the business both marketing to new clients, current clients, and drives profitability.

• Planning & Preparation

  • Define the event purpose and target audience (e.g., member appreciation, fitness challenge, community outreach).

  • Set a date and time that avoids peak gym hours or major holidays.

  • Create a realistic budget including staffing, marketing, equipment, and refreshments.

  • Choose a theme or format (e.g., bootcamp, wellness workshop, competition, open house).

  • Reserve gym space and check for equipment availability in advance.

• Team Coordination

  • Assign specific roles to staff (check-in, instructor lead, setup, cleanup, etc.).

  • Schedule staff shifts and communicate expectations clearly.

  • Hold a brief pre-event meeting to align on goals, timeline, and responsibilities.

• Marketing & Communication

  • Promote the event at least 2-3 weeks in advance via email, social media, in-gym signage, and member word-of-mouth.

  • Use a booking or RSVP system to manage attendance.

  • Send reminders to registered participants 1-2 days prior.

  • Prepare signage, flyers, or digital screens for directions and branding.

• Logistics & Setup

  • Confirm all equipment is functional and ready before the event.

  • Prepare check-in materials (name tags, waiver forms if needed, attendance sheet).

  • Set up the space at least 1 hour before the event starts.

  • Ensure music, mics, and lighting are tested and working.

• During the Event

  • Greet all participants warmly at check-in.

  • Maintain a smooth flow of activities by keeping track of time and transitions.

  • Engage attendees and encourage feedback.

  • Monitor safety and provide assistance as needed.

• Post-Event Follow-Up

  • Clean up the space and return equipment to proper locations.

  • Send a thank-you email or message to attendees and staff.

  • Gather and review feedback to improve future events.

  • Post recap photos or highlights on social media (with permission).

  • Log lessons learned and update your event checklist for next time.

• Event Type Options

  • Here’s a list of event ideas a gym can host to drive community, attract new clients, and enhance member engagement—with a mix of in-house and pop-up styles:

  • Community-Building Events

    • Member Appreciation Day
      Free workouts, giveaways, snacks, and social time.

    • Themed Workout Parties
      (e.g., 80s Night, Glow Yoga, Halloween HIIT)

    • Wellness Workshops
      Bring in guest speakers on nutrition, mindset, recovery, etc.

    • Charity Workout Events
      Partner with local causes; proceeds from a special class go to a nonprofit.

    • Fitness Challenges
      (e.g., 30-day attendance challenge, strength contest, steps competition)

    • Run Clubs

    • Pop ups in studios

  • Marketing & Pop-Up Events

    • Outdoor Pop-Up Classes
      Hold a bootcamp, yoga, or HIIT session at parks, beaches, rooftops.

    • Retail or Wellness Partner Pop-Ups
      Collab with local brands (apparel, juice bars, wellness pros) in or outside the gym.

    • Free Community Workout Days
      Open gym or free group class day to bring in prospects.

    • Gym + Business Crossover Events
      Co-host events with coffee shops, coworking spaces, or local markets.

    • Local Festivals or Street Fairs
      Set up a booth or offer demo classes at community events.

  • Engagement & Retention Events

    • Bring-a-Friend Weekends
      Members invite friends for free—offer incentives to both.

    • Member Milestone Celebrations
      Recognize anniversaries, achievements, or 100th class.

    • Mini Competitions or Games
      (e.g., row-a-thon, plank challenge, team relays)

    • Open House Tours + Free Assessments
      Great for showing off the space and onboarding new people.

    • Seasonal Events
      New Year’s Reset, Summer Sweat Series, Fall Fitness Kickoff

    • Mental health sessions

    • Mobility sessions