How To Increase Your Student Numbers Without Using Your Marketing Budget

As a children’s activity and sports provider, you know firsthand that growing your student numbers can often feel like a constant hustle. If you’re looking for effective ways to expand your student base without draining your marketing budget, you’re in the right place. But first, let me share who you’re learning to.

I’m Katie Cannon, 5x British Gymnastics Champion turned 7-figure entrepreneur, and I will share below the essentials for growing your student number effectively.

You see, my journey began as a young gymnast at the age of four. My mom took me to gymnastics to channel my energy, and little did she know it would shape my entire career. Fast forward, I became a British champion for five consecutive years and competed internationally while studying sports science and nutrition. These years were pivotal, teaching me persistence, tenacity, and the value of learning from failures—a mindset crucial for both sports and business.

At 17, I started teaching gymnastics to support my studies, inspired by my dad, who built his own business. This humble beginning evolved into personal training and eventually my first gym in 2008. Over the last two decades, I navigated multiple gyms, learned the ups and downs of team management, facility openings, and closings, and honed my skills in marketing and recruitment—all crucial elements in growing a children’s activity business and in 2019, I founded Gold Medal Business to help children’s activity and sports entrepreneurs grow and scale in this market.

Reflecting on my journey, I realized that to achieve growth, it isn’t just about pouring money into marketing. It’s about nurturing relationships and leveraging existing resources. Drawing on to my experience, here’s a powerful approach using what I call the 4 Rs: Referrals, Retention, Renewals, and Reactivations.

1. Referrals: Word-of-Mouth and Bring a Friend

Referrals are one of the most cost-effective ways to increase your student numbers. When your current students and their parents are happy with your program, they become your best advocates.

• Ask satisfied parents to share their positive experiences with friends and family.
• Offer incentives such as discounts on future classes or small rewards for successful referrals.
• Make it easy for parents to refer others by providing them with shareable content or referral cards.
• Show appreciation to those who refer new students with a personal thank-you note or special recognition.

In my early days of building my business, I found that leveraging word-of-mouth referrals was invaluable. A satisfied parent telling their friends about their child’s positive experience can lead to a stream of new students who are eager to join your program.

2. Retention: Keeping Your Current Students Happy

Retention is again, key to sustainable growth. It’s not just about attracting new students but also about keeping your current ones.  Ways to keep keep your students happy and engaged:

• Schedule periodic check-ins with parents and students to ensure they’re satisfied with the program.
• Offer individualised support and celebrate milestones to make students feel valued.
• Actively seek and act on feedback to improve the program and address any concerns.
• Organize events or activities that make students feel special and reinforce their connection to your program.

I learned the importance of staying connected with students and their families. By providing a supportive and engaging environment, you create a sense of belonging that encourages students to stay.

3. Renewals: Turn Students into Long-Term Committed Ones

Renewals are an extension of retention but focus on the longer-term commitment of your students. Here’s how:

• Make the renewal process as straightforward and hassle-free as possible.
• Provide early renewal discounts or create a tiered pricing structure that rewards commitment.
• Clearly communicate the value and benefits of continuing with your program.
• Reach out proactively to address any concerns before the current term ends.

By proactively reaching out to parents before their child’s current term ends, we could address any concerns and secure renewals more effectively.

4. Reactivations: Bringing Back Former Students

Reactivating former students can be a goldmine for growing your numbers without additional marketing costs. Here’s how to reactivate:

• Send personalised messages or make calls to former students to reconnect and invite them back.
• Provide discounts or complimentary classes to entice former students to return.
• Learn why they left and address any issues or concerns they might have.
• Inform them about any new improvements or updates to the program that might interest them.

I’ve seen how reconnecting with former students and understanding why they left can provide valuable insights. Often, students leave for reasons that can be easily addressed, and a well-timed reactivation strategy can bring them back and even lead to referrals.

By focusing on these four key areas – Referrals, Retention, Renewals, and Reactivations – you can grow your student numbers effectively without spending a fortune on marketing. These strategies leverage your existing resources and relationships to create a thriving, sustainable business.

Every interaction with your students and their families is an opportunity to build a stronger, more engaged community. Embrace these strategies with enthusiasm, and watch as your student numbers grow organically. Just like in sports, persistence and dedication in applying these principles will lead to impressive results.

Feel free to share your experiences or ask questions about implementing these strategies. I’m here to support you every step of the way! If you’re looking for personalised support to grow and scale your children’s activity and sports business for FREE, book your 15-minute business growth audit with Katie below to get your questions answered and get support around Marketing, Systems, Scaling, Team, and You – The CEO. Now’s the time!

https://go.oncehub.com/KatieCannon