The problem
Many people take a free trial pass, enjoy it and never come back because nobody follows up. If 40 people a month take a trial and 8 join, that's 32 who don't. If one email brings 2 more into a £35-a-month membership, that's £70 a month of new membership income.
What the AI does
Brevo is an email marketing platform with a drag-and-drop editor, sign-up forms, contact segments and an AI tool that drafts email copy. Brevo's FAQ says the Free plan sends up to 300 emails a day once your account is approved. At the front desk, add an unticked box to the trial pass form: 'Email me about joining'. Each week, send those people, and only those people, one short email about joining, with the full monthly price, the minimum term and how to cancel, and a link or phone number to book a tour. Keep the sign-up record for each address. PECR and UK GDPR require consent, a clear sender and a working unsubscribe link. Do not ask trial visitors about health in the email; any health screening is done by staff in person.
A worked example
A 300-member gym in Doncaster gives out about 40 free trial passes a month, and 8 of those people join. About 25 of the 40 tick the email box.
Before
40 trial passes a month, 8 join, no follow-up
After
Same 40 trial passes; one email to the 25 who opted in brings 2 more joins: 10 members x £35 = £350 against £280 before, £70 more a month
What it's worth
About £70 a month in new membership income, if one email brings 2 of the 25 opted-in people into a £35 membership (an assumption, not a promise): 2 x £35. They keep paying while they stay, so the value can run past the first month. About 25 emails a month is far inside Brevo's Free plan of up to 300 emails a day; Free emails may carry the Brevo logo; Starter at £6 a month is the first paid plan.
How to set it up
- Add an unticked 'Email me about joining' box to your trial pass form and keep the record.
- Create a Brevo account and import only the people who ticked it.
- Write one short email with your price, minimum term and cancellation terms, and a booking link or phone number for a tour.
- Send it once a week to new opted-in trial visitors, using the AI tool for a subject line if you like, then check the wording.
- Remove unsubscribes straight away and count how many join each month.
What goes wrong
- A free trial pass isn't consent to marketing. Don't import everyone who walked in, and don't email people who didn't tick.
- Offers must show the full monthly price and minimum term up front. Don't hide joining fees or use pressure that misleads; consumer law applies to how you sell memberships.
- Keep under-16s off the list unless a parent or guardian has agreed.
- AI copy can invent facilities, prices or opening times. Check every line before sending.