Growing Our Tennis Program Through Free Trials
August 17, 2024 • 0 CommentsOur tennis club currently boasts a vibrant and active junior program, with between 400 and 500 children participating in weekly group tennis lessons. This impressive number doesn’t even include participants from our schools’ program or tennis camps. A significant factor in this growth has been the introduction of free trial sessions.
Why Free Trials Work
Over the past year, we’ve conducted around 220 free trials—a substantial number that has directly contributed to the steady growth of our junior tennis program. The evidence is clear: offering free trials is an effective way to introduce new players to our club, resulting in a continually expanding membership.
Addressing Common Concerns About Free Trials
Some coaches have mixed opinions about offering free trials. Below, I address common concerns and explain why we believe free trials are a valuable tool for tennis clubs.
Integrate Trials into Existing Programs
Free trials should be part of an existing group tennis lesson. Offering a private session, even for just 15 minutes, can be too time-consuming, especially as your program grows. By integrating the trial into a regular session, you ensure there’s no additional time commitment required.
Automate the Sign-Up Process
To streamline the process, it’s important to have an automated system for free trial sign-ups and follow-ups. This minimizes the time spent on administrative tasks and ensures a smooth experience for parents and children alike.
One Free Session is Sufficient
We’ve found that one free session is usually enough to convince potential members to join our tennis program. After experiencing the quality of our coaching and the fun of our sessions, most participants are eager to sign up. If your program delivers a great experience, one session is all it takes to convert interest into long-term commitment.
Free Trials Not Applicable to Tennis Camps
Our tennis camps are designed to be flexible, allowing participants to sign up for single days as they wish. Offering free trials for camps could lead to an unsustainable number of children attending without covering costs. Instead, our free trials are focused on term-time programs, where participants are more likely to commit long-term.
Debunking Myths About Free Trials
Some might argue that offering something for free diminishes its value, makes a club seem desperate, or that people will take advantage without returning. However, we view it differently. Offering a free trial isn’t about devaluing our services—it’s about demonstrating confidence in the quality of our tennis program. By allowing potential members to experience a session at no cost, we’re essentially saying, “We know you’ll love it, and we’re confident you’ll want to continue.”
The success of our program supports this belief, with many children who attend a free trial going on to become long-term members of our club. A well-executed free trial is not only a marketing tool but also a testament to the quality and appeal of what we offer.
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