You’ve probably run or offered trial classes before, they feel like a no-risk win. But done badly, they end up costing you time, effort and bookings that never convert.

I’ve talked about this in my podcast episode “Why Trial Classes are a Gift”. Trial classes aren’t just freebies, they’re a powerful tool you can use to turn cold leads into loyal customers. Especially right now when families are picky about what they spend on, and you need to stand out. (Listen here)

Here’s how to run trial sessions so they genuinely work, not just for goodwill, but for real bookings.

What makes trial classes so powerful

From that podcast:

• They act as a “foot in the door.” Families fear paying for something unseen. A trial class lowers the barrier.
  
• They allow you to show up. You get to demonstrate your teaching, your personality, your energy. That’s more convincing than any social media post.
  
• Useful especially now with economic pressures. People are still spending, but more cautiously. Trial classes are a way for them to feel safe trying you out first.
  

Why many trial classes fail

Here are the common pitfalls I see, from chatting with Club Members and hearing similar stories across the sector:

• No follow up plan. You give the trial, then nothing, or weak follow up, so people drift away.
  
• The trial feels like you’re giving away value without showing that there’s more to pay for. If the trial doesn’t feel premium, why would they pay after?
  
• Not collecting information beforehand. If you don’t know the family’s goals or concerns, you can’t address them.
  
• Poor communication or experience on the trial itself. If they feel unseen, unprepared, or unsure, trust drops.
  

How to make trial classes convert

Here are the tactics I swear by, ones many of your peers in the Business Club have used to make trial sessions pay off:

1. Pre-trial form or survey
   Ask families what they hope to gain, any challenges, so you can personalise elements of the trial. Shows you care and builds trust.
   
2. Set expectations from the start
   Tell them what the trial includes, what it doesn’t, and what a paid class means. Be clear on pricing, frequency, and what the benefits are if they continue.
   
3. Make the trial experience excellent
   Use branded materials, arrive prepared, engage, show enthusiasm. The trial should feel like the real thing, a taste of what they’ll get when they join fully.
   
4. Follow up quickly and well
   Within 24 to 48 hours send a thank you, ask for feedback, and spotlight what the next step is. Maybe offer a limited time discount or bonus for signing up within a short window.
   
5. Offer tiered or bundled transitions
   After the trial, present them with options such as block bookings, bundled classes, or add-ons. If they loved the trial, make continuing sensible and desirable.
   

Real-life snippets from Club Members

• A member offered “5 classes for the price of 4” after trial periods, so families could try without full commitment. It attracted new customers.
  
• Another added a short video beforehand so trial families knew what to expect. More families showed up and felt comfortable from the first moment.
  
• A parent testimonial posted right after a trial converted more people into bookings than any ad that month.
  

Things to watch out for

• Don’t under-price your trial to the point you can’t use it to get value. If every trial is free or super cheap, you may attract non-committed families.
  
• Ensure your trial schedule works with your business rhythm. Avoid overload just to offer trials.
  
• Maintain your boundaries, even in trials. Clear cancellation terms, behaviour expectations etc.
  

Pulling it together

Trial classes are a gift when they’re used strategically. They give you visibility, proof of what you do, a chance to shine, and they can be the stepping stone to consistent bookings.

If you want my full strategy, the one I taught in the “Why Trial Classes are a Gift” episode, there’s a 15 minute training session in my shop that walks you through converting trial classes into paid bookings.

Check out the resources I offer – templates, email scripts, follow ups, everything to make your trials work.

Stop leaving bookings on the table, start using your trial sessions to show your value and watch families commit.