Reactivation campaigns are one of my favourite marketing strategies.
Imagine this: It’s early February, and January wasn’t the rush of new memberships you were hoping for. Leads were slow, sales were even slower, and now you’re wondering what you can do to turn things around.
You open up your CRM and see that you have over 2,000 contacts. Over half of them are classified as leads, missed sales, or former clients.
That’s a massive opportunity sitting right in front of you. These people have already shown interest in your gym. Some may have even been paying members at one point. You can engage with them without spending a single dollar on ads.
Why Reactivation Campaigns Work So Well
Running reactivation campaigns are the single most cost-effective type of marketing you can do. You’re reaching out to people who already know your brand, which means they’re more likely to respond. The key is keeping the messaging simple and direct.
The Reactivation Campaign Flow
Step 1: Start with a Simple SMS
Texting is the most effective way to get a response. Keep it short and engaging:
Hey [First Name]! We’re looking for a few [ideal client type] who want to [achieve a goal]. Do you know anyone?
This works because:
- It doesn’t feel like a sales pitch.
- It invites a natural conversation.
- It subtly reminds them of your gym.
If you aren’t sure what your ideal client type is, check out this blog post on Client Avatars to help you develop and understand your ideal cleint.
Step 2: Follow Up if They Don’t Respond
If they don’t reply within 24-48 hours, follow up with a simple nudge:
Hey! Did you get my text?
Still nothing? Give it one last shot:
Wait, do I have the right person? I’m texting [Contact Name], right?
If they still don’t respond, leave them alone—don’t be that annoying salesperson.
Step 3: Continue the Conversation
If they respond, keep it casual and focus on engagement:
- If they express interest, invite them in for a chat.
- If they say they know someone, ask who and see if they’d be open to an introduction.
Automate the Process with Gym Lead Machine
By automating this process you can save yourself time and energy by just dropping a whole group of people into the campiagn. Then you can put your feet up and wait for the responses! You can also set up conditions based on the actions that the contact takes to ensure you don’t accidentally send something to someone you should not.
Below you can find a sample sms workflow that Kilo built out for a client.
If you’re a Gym Lead Machine user, we have this and more reactivation campaigns set up for you. Just email us (hello@usekilo.com) to request it inside your account, and we’ll take care of the rest.
Not a GLM user yet? Book a call with us here
Additional Tips for Reactivation Campaigns
- Segment Your List: Target past members separately from missed sales leads—your messaging can be different.
- Personalize When Possible: Use first names and reference past interactions if your CRM allows. with GLM you can use a special text to automatically insert the contact name inside the SMS.
- Create an Exclusive Offer: Consider adding a limited-time incentive for reactivating (e.g., “Come back this month and get your first two weeks free!”).
- Use Multiple Touchpoints: A mix of SMS, email, and social media DMs can maximize responses.
Reactivation campaigns work because they capitalize on existing relationships. Your next sale is probably already sitting inside your CRM – all you have to do it talk to them.