Intro Funnel
Also called: new client funnel, intro to member funnel, conversion funnel
A working boutique fitness funnel has predictable drop-off at each stage. Of 100 unique website visitors, roughly 4–8 buy the intro offer (visit-to-buy rate). Of those, 80–90% take their first class. Of first-timers, 50–60% take a second class within 14 days. Of repeat attendees, 35–55% convert to a membership before the intro window ends.
Blended end-to-end (visit-to-member) usually lands at 1.5–3%. So a studio that wants 30 new members per month needs roughly 1,000–2,000 monthly unique visitors and a tight conversion process on each step. Most studios don't track every step — they should.
The two stages with the most leverage are first-to-second class (50–60% baseline, can move to 75%+) and end-of-intro to membership (35–55% baseline, can move to 70%+). Both are won at the front desk and over text in the 24–72 hours after each class. Software that surfaces 'who hasn't booked their second class' and 'who's on day 12 of a 14-day intro and hasn't bought membership yet' turns intro funnel conversion into a workflow, not a guessing game.
Top-of-funnel (site visitors) is usually overrated. Most boutique studios are not traffic-constrained; they're conversion-constrained. Tripling visits without improving conversion just triples the dropoff. The order of operations: fix conversion first, then drive more traffic into a funnel that holds.