New Student Welcome Experience

The first 20 minutes a new student spends in your studio determines whether they become a member, a drop-in who disappears, or a negative review. This SOP standardizes every element of the welcome experience to maximize conversion and minimize first-visit friction.

Industry Benchmark: Studios with structured welcome experiences convert 40-55% of first-time visitors to memberships. Studios without structured welcomes convert 12-18%.

• [ ] Front desk staff trained on this SOP

• [ ] New student intake form (digital or paper)

[ ] Welcome packet prepared (studio guide, schedule, offer sheet)

• [ ] Designated instructor briefed on new student arrival

• [ ] Clean, organized studio space with visible signage

• [ ] New student mat spot reserved (back row, near instructor)

First impressions are formed in 7 seconds and cemented in the first 7 minutes. The brain uses three filters during first encounters: safety (Is this place safe?), belonging (Will I fit in?), and value (Is this worth my time/money?). The welcome experience must pass all three filters before class begins.

Phase 1: Pre-Arrival (Before Student Walks In)

• When a new student books (online, phone, or walk-in), the system flags their first visit 24 hours in advance.

• Front desk receives a notification with: name, contact, class type, stated goal/injury notes, and booking source.

• Instructor for that class receives a heads-up text: 'New student tomorrow 9am: Sarah, lower back pain, referral from Dr. Martinez.'

• Reserve a specific mat for the new student: back row, near the instructor's teaching position, with clear sight lines to demonstrations.

• Place a small 'Reserved' card on the mat (removed just before class).

• For students with disclosed injuries, select a spot near props (blocks, straps, bolsters).

• Studio temperature set to 70-72°F for movement classes, 75-78°F for restorative.

• Music selected: instrumental, 60-70 BPM for calming arrival energy.

• Props organized and accessible.

• Bathrooms checked for supplies.

• Water station filled and visible.

Phase 2: Arrival (0-5 Minutes)

When a new student enters:

• Front desk makes eye contact within 3 seconds.

• Smile + greeting: 'Welcome! You must be [Name]. I'm [Your Name]. We're so glad you're here.'

• If name is unknown: 'Welcome! Is this your first time with us?'

• Script: 'Welcome to [Studio Name]. I'm [Name]. You must be [their name]—we've been expecting you. How was your commute in?'

• Hand them the intake form on a clipboard with a pen.

• Script: 'This takes about 2 minutes. It helps us know about any injuries or goals so your instructor can give you the best experience today. I'll take your payment when you're done.'

• Review form while they complete it—note any red flags (recent surgery, pregnancy, chronic pain).

• If injury noted: 'I see you mentioned [issue]. [Instructor Name] is excellent with that—she'll check in with you before class starts.'

• Process payment smoothly.

• Script for drop-in: 'Your drop-in is $25 today. Just so you know, if you decide to join us, that $25 goes toward any membership. I'll give you a card with our options—no pressure today, just focus on enjoying the class.'

• Hand them the welcome packet (studio card, schedule, first-timer offer sheet).

• Script: 'Let me show you the essentials in 60 seconds: changing rooms are here, bathrooms there, water and props are right here. Please help yourself to anything you need. Your mat is the purple one in the back row—it's reserved for you.'

• Point out: cubbies, bathrooms, water, props, emergency exits, instructor's teaching spot.

Phase 3: Pre-Class Connection (5-15 Minutes Before Class)

• Instructor approaches new student 5-10 minutes before class.

• Script: 'Hi Sarah, I'm [Name], I'll be teaching today. I saw on your form that you've been dealing with some lower back tension. In this class, I'll offer modifications for anything that doesn't feel right. Please listen to your body above everything I say. How does that sound?'

• Ask one personal question: 'What brought you in today?' or 'Have you done Pilates before?'

• Introduce them to one nearby regular member: 'Sarah, this is Jennifer—she's been coming to Tuesday mornings for two years. Jennifer, Sarah is new today.'

• Script: 'Three things to know for safety: (1) If anything hurts, stop immediately and signal me, (2) Stay in your own range of motion—no competition here, (3) Sensation is okay, sharp pain is not. Any questions before we start?'

• Confirm their mat placement is appropriate.

• Ensure they have all needed props within arm's reach.

• For yoga: place them where they can see the instructor without turning their neck excessively.

Phase 4: During Class (Instructor Guidelines)

• Use the new student's name at least 3 times during class: once in first 5 minutes, once during a modification, once in closing.

• Example: 'Sarah, try this with a block under your hips for support.'

• Make eye contact with the new student at least once every 10 minutes.

• Watch for confusion, strain, or frustration.

• Offer modifications verbally (not singling out) but with eye contact directed.

• In the final relaxation pose, instructor moves near the new student.

• Quietly: 'Sarah, you did great today. How do you feel?'

Phase 5: Post-Class (Within 5 Minutes)

• Instructor approaches after class.

• Script: 'Sarah, I'm so glad you joined us today. How did that feel in your back? [Listen]. I'd love to see you again. We have a special for new students—2 weeks unlimited for $49 so you can try different classes and instructors. Would you like me to have [front desk person] explain that when you're ready?'

• If they seem hesitant: 'No pressure at all. Take your time changing. [Front desk] will be at the desk whenever you're ready.'

• Front desk receives a subtle signal from instructor (thumbs up = interested, neutral = standard process).

• Standard Script: 'How was class, Sarah? [Listen]. Here's that new student offer I mentioned—2 weeks unlimited for $49. It lets you try all our instructors and find your favorites. Would you like to grab that today, or would you prefer to think about it?'

• If yes: Process enrollment smoothly, book their next class before they leave.

• If no: 'Totally understand. I'm going to send you an email tonight with the offer and our schedule. If you have any questions, just reply or call. We really hope to see you again.'

Phase 6: Post-Visit (Within 24 Hours)

• Send a text 4-6 hours after class.

• Script: 'Hi Sarah! This is [Name] from [Studio]. It was wonderful meeting you today. I hope your back is feeling a little looser. If you have any questions about the 2-week offer or anything else, just reply here. Have a great evening!'

• Send an email with: personal note, class schedule link, new student offer reminder, and one tip.

• Subject: 'Your back will thank you, Sarah'

• Body: 'Hi Sarah, It was wonderful having you in class yesterday... [personal detail from conversation]. Many of our members with desk jobs find that coming 2x per week creates real, lasting change in posture and tension. The 2-week unlimited for $49 is still available if you'd like to explore more classes. [Link]. Looking forward to seeing you again, [Name]. P.S. Here's a 2-minute hip stretch for your desk: [Link to video].'

• If the student hasn't enrolled within 72 hours, the owner or manager calls.

• Script: 'Hi Sarah, this is [Name] from [Studio]. I wanted to personally check in—how are you feeling after Tuesday's class? [Listen]. I know starting something new can feel like a big commitment. What questions can I answer to help you decide if this is the right fit?'

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New Student Arrives

├── Has appointment?

│ ├── YES → Proceed to Step 4 (10-Second Acknowledgment)

│ └── NO → Treat as walk-in: offer immediate class if space, or next available

├── Completed intake form?

│ ├── YES → Review, note injuries, proceed to payment

│ └── NO → Provide form, allow 2 minutes, assist if needed

├── Disclosed injury/condition?

│ ├── YES → Flag for instructor, ensure props ready, offer modification options

│ └── NO → Standard welcome process

├── Interested in membership after class?

│ ├── YES → Present new student offer, book next class, send confirmation

│ ├── MAYBE → Provide offer sheet, schedule follow-up in 48 hours

│ └── NO → Provide schedule, add to nurture sequence, check in at 7 days

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Track monthly:

• Total new student visits

• New student source (Google, referral, walk-by, Instagram, etc.)

• Conversion rate by source

• Conversion rate by instructor

• Time from first visit to enrollment (average days)

• New student NPS (if surveyed)

Clozo Academy Proprietary Curriculum — SOP Library