Black Friday gets a lot of attention in the boutique fitness world—and honestly, it should. Your audience is already primed to buy, people are looking for ways to invest in themselves, and the energy of the season naturally pushes people toward commitment.

But here’s what most studio owners miss:

Black Friday is not a day.
It’s not a one-off promo.
And it’s definitely not “send one email and hope for the best.”

Black Friday is a campaign.
A revenue system.
A chance to pull future dollars forward without ever devaluing what you’ve built.

Because let’s be clear about something foundational to how I operate:

I’m not anti-discount. I’m anti-devaluation.

There’s a massive difference.

I use discounts in my studios—and they work beautifully.
But they’re never random. Never desperate. Never one-size-fits-all.

Every offer I create is:

Intentional
Segmented
Aligned with long-term revenue
Rooted in value
Designed months in advance

And when your discounts are curated for each audience with precision, they convert without cheapening your brand.

Black Friday Works When You Treat It Like a Campaign

High-performing studios know Black Friday isn’t a 24-hour sprint. It’s a multi-step system designed to warm your audience, position your offer, and guide people toward a clear decision.

Phase 1: The Warm-Up (Pre-Black Friday)

This is where everything starts.

You build anticipation, collect early-access lists, prime your audience through email + SMS, and start planting seeds that “something big is coming.”

It’s thoughtful and low-pressure.
Curiosity over pushing.
Connection over sales.

Phase 2: The Launch (Thanksgiving + Friday)

This is where your core offers go live.

Because your segmentation is intentional:

Members receive loyalty-driven value
Former clients get a re-entry point
New leads get an approachable starting place

Each message is crafted for exactly who it’s going to.
No broad strokes.
Everything aligned.

Phase 3: The Weekend Push

This isn’t “nagging.”

This is where your follow-up captures the people who clicked, saved, forwarded, or hesitated.

Urgency is clarity.
Clarity is kindness.
People make decisions when the path is obvious.

Phase 4: Cyber Monday Close

Straightforward.
Decisive.
Final.

No new offers.
No last-minute pivots.
Just a clean close that respects people’s time and attention.

Discounts Work—When They’re Done Intentionally

Let me say this again because it matters:

I’m not anti-discount. I’m anti-devaluation.

I want your studio rooted in value, transformation, and confidence—not a race to the bottom.
That’s why I believe in strategic, segmented offers.

Here’s how I structure ours:

✔️ For Active Members

These are your most engaged people.
Give them value that feels like a thank-you:

PIF upgrades
Recovery bundles
Member-only merch
Assessments + workshops

✔️ For Former Clients

They already know you—they just need a reason to come back:

Bonus credits
Re-engagement trial options
Limited windows for enrollment

✔️ For New Leads

This is where intentionality matters most:

Curated intro offers
Lightly discounted memberships
Hybrid class + recovery bundles

These aren’t “deals.”
They’re entry points designed to support the long-term health of your studio.

Your Marketing Matters More Than Your Offer

A great offer is only as strong as the communication behind it.

This year, our Black Friday planning included:

Strategic email sequencing for each segment
SMS reminders timed for behavior + engagement
Weeks of pre-framing in social content
7–11 total touchpoints per audience

Because one message won’t move someone.
Seven well-timed, strategic touchpoints will.

Effective marketing includes:

Email + SMS used together
Story-driven value messaging
Clear “why now” framing
Real member proof and transformation stories
Honest urgency that helps people decide

This isn’t pressure-selling.
This is clarity-selling.

Your Team Is the Heart of Your Black Friday Success

Campaigns don’t succeed because of the offer.
They succeed because of the team behind it.

This year, our Black Friday prep included:

Months of planning
A full team training on our audience segments
A refresh of our core sales principles
Weekly huddles to keep the team aligned
Ongoing coaching and message reviews

Everyone knew:

What we were offering
Why we were offering it
Who it was for
How to talk about it
How to follow up

When your team feels equipped, confident, and aligned… the client feels that energy too.

And that’s when conversion becomes effortless.

Black Friday Isn’t the Goal—January Is

Yes, the weekend revenue feels amazing.
But that’s not the real win.

The real win is:

Who stays
Who converts to membership
Who recommits
Who develops consistency inside your studio
Who enters January already in the habit loop

Black Friday is the front door.
Your client journey is the house.

And when your offers, team, messaging, and follow-through are all aligned?
You build a studio that doesn’t just have a strong weekend—
it builds predictable, sustainable growth month after month.