Tuesday 18th August Briefing September launch online classes

September is the best time to launch your online classes!

Why launch in September?

• September is a strong time for fitness programmes because people are returning to routines.
• Use seasonal themes such as:
  • September Strong
  • September Shape Up
  • September Comeback
  • 30-Day Transformation
• Even established memberships can benefit from a specific September launch.

Use a defined programme

• A programme with a start and finish date is easier to sell than an open-ended subscription.
• Example: 1–30 September.
• Clearly communicate the transformation or outcome.
• Four- or six-week programmes can also work well.

Online workout format

• Short workouts are increasingly popular.
• Suggested durations:
  • 15 minutes
  • 20 minutes
  • 25 minutes
  • 30 minutes
• 20-minute Fitness Pilates sessions were highlighted as particularly successful.
• Workouts don’t need to be live; pre-recorded sessions work well.
• Many customers prefer catch-up because they are time-poor.

What you’re really selling

• Convenience and time-saving are major benefits.
• Customers can exercise at home whenever convenient.
• Variety is another selling point.
• Provide clear guidance rather than simply giving customers a huge workout library.

Example weekly schedule

• Monday – Lift Lean
• Wednesday – Fitness Pilates
• Friday – Stretch
• Sunday – Health/wellness coaching
• Display the schedule visually so customers immediately understand what they’re receiving.

Delivery models

• Live Zoom classes with recordings afterwards
• Pre-recorded workouts
• Monthly membership
• 4–6 week seasonal programme
• 7- or 14-day WhatsApp challenge
• Facebook pop-up group
• Small-group online coaching
• One-to-one online coaching
• Hybrid face-to-face plus online packages

Platform suggestions

• WhatsApp: particularly useful for 7–14 day programmes and voice-note coaching.
• Facebook groups: useful for 3–4 week programmes where community interaction matters.
• Website: suitable for established memberships and organised workout libraries.
• Zoom: useful for replicating traditional live classes online.

Pricing discussed

• One-off online class: approximately £7–£10
• Weekly programme: approximately £15–£17
• Monthly programme: approximately £30–£50
• Example membership: £37/month
• One instructor reported charging £15/month with 90+ members, demonstrating how lower pricing can work with scale.

Target markets

• Busy/time-poor clients
• Midlife women
• Beginners
• Existing community-class clients
• People wanting variety
• People who prefer exercising privately at home
• People who have lost weight using GLP-1 medication and now need supportive, non-judgmental strength and exercise programmes

Build a waiting list first

• Start talking about the programme before bookings open.
• Create a WhatsApp waiting list.
• Explain:
  • Programme name
  • Start date
  • Outcome
  • Workout schedule
  • Who it’s for
• Build interest before revealing/opening the full offer.

Launch incentives

• Early-bird pricing
• Limited spaces
• Bonus coaching call
• Free technique workshop
• Additional workout
• Special resource for the first people who join

Facebook marketing

• Use multiple formats:
  • Written posts
  • Reels
  • Stories
  • Lives
  • Facebook Events
• Promote through both personal profiles and business pages.
• Revisit old Facebook programme groups and invite previous customers into the new programme.
• Local Facebook groups can also promote online programmes.

Instagram marketing

• Create carousels explaining the programme slide by slide.
• Use trial reels to reach new audiences.
• Film short talking-to-camera videos.
• Use clear calls to action such as “comment Lift Lean.”

Website, Google and YouTube

• Create a detailed programme page/blog post.
• Film a YouTube video explaining the programme.
• Embed the video into the blog.
• Repurpose the information onto Google Business.
• Create additional searchable articles around relevant topics such as strength training, Pilates and fitness for midlife women.

Promotion frequency

• Launch periods require high-volume marketing.
• Start by “breadcrumbing” or teasing the programme.
• Increase promotion as the launch approaches.
• Use countdowns:
  • 5 days
  • 4 days
  • 3 days
  • 2 days
  • Final day
• Continue accepting bookings for several days after the programme starts where appropriate because many customers book late.

Key takeaway

• Create a short, clearly structured September programme with a defined outcome and timetable.
• Sell convenience, accountability and guidance rather than simply access to workout videos.
• Build a waiting list now, then promote consistently across Facebook, Instagram, email, WhatsApp, your website, YouTube and Google during the launch period.