Black Friday Sequence for CrossFit Gyms Email Guide
Why Black Friday Sequence Emails Fail for CrossFit Gyms (And How to Fix Them)
Your top client just mentioned they saw a competitor's Black Friday deal. You realize you've only sent one email.
Many gym owners find that a single announcement gets lost in the noise. Inboxes are crowded, and people need more than one touchpoint to make a decision, especially during a busy sales period like Black Friday.
A well-structured email sequence isn't just about selling; it's about guiding your community through a journey. It builds excitement, clarifies your offer, and creates a clear path to action.
This approach respects their time while ensuring your valuable services get the attention they deserve. The templates below are designed to do exactly that.
They're built to move your audience from curious to committed, ensuring your Black Friday offers deliver significant results.
The Complete 5-Email Black Friday Sequence for CrossFit Gyms
As a crossfit gym, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
We've been quietly working on something special for our community. Every year, Black Friday is a chance to reset goals, recommit to health, and find new ways to push your limits.
This year, we wanted to make that easier and more rewarding than ever before. We're putting together our most exciting offer yet, designed to help you crush your fitness goals and make serious progress.
This isn't just another discount; it's an opportunity to invest in your strength, your health, and your community. Keep an eye on your inbox.
Full details will drop soon, but trust us, you won't want to miss this.
Best, [YOUR NAME]
This email uses the 'curiosity gap' principle. By hinting at a significant upcoming event without revealing specifics, it creates anticipation and ensures recipients are more likely to open subsequent emails. It also positions the offer as valuable and thoughtfully created, rather than just a quick sale.
The Reveal
Announce the full Black Friday offer
Hi [First Name],
The wait is over. Our Black Friday offers are officially here, and they're designed to help you finish the year strong and set the stage for an incredible new year.
This is your chance to access our premium services at a truly exceptional value. Here’s what you can grab: • [OFFER 1 TITLE], [One-line benefit, e.g., 'Jumpstart your fitness journey with foundational coaching'] • [OFFER 2 TITLE], [One-line benefit, e.g., 'Deepen your skills with targeted small group sessions'] • [OFFER 3 TITLE], [One-line benefit, e.g., 'Commit to long-term progress with extended membership options'] These offers are available for a limited time only, ending on [DATE].
Don't let this opportunity pass you by. [CTA: View All Black Friday Deals Here →]
Best, [YOUR NAME]
This email provides immediate gratification by delivering on the anticipation built in the previous email. It uses clear, scannable bullet points to highlight value and benefits, reducing cognitive load. The clear call to action and explicit deadline create a sense of urgency, prompting immediate consideration.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
Just a quick midday reminder. Our Black Friday offers went live this morning, and we've already seen many of you taking advantage of these incredible savings.
We wanted to make sure you didn't miss out. Looking to try CrossFit for the first time, enhance your technique, or commit to a longer-term membership, we have something designed to help you achieve your goals.
These deals won't last forever. The clock is ticking, and these special prices disappear on [DATE].
Secure your spot before it's too late. [CTA: See the Deals & Save Now →]
Best, [YOUR NAME]
This email serves as a gentle nudge, targeting those who opened the previous email but didn't convert, or those who missed it entirely. It uses 'social proof' by mentioning others have already taken advantage, subtly influencing hesitant prospects. The reminder of the deadline reinforces urgency without being overly aggressive.
The Extended
Weekend extension for hesitaters
Hi [First Name],
We heard from a few of you who needed a little more time. Life gets busy, especially around the holidays.
So, we've decided to extend our Black Friday offers through the weekend, giving you a bit more breathing room to make the best decision for your fitness journey. This is your chance to snag those deals you've been considering.
Whether it's our foundational package or an extended membership, the opportunity to invest in your health at this value is still here. But don't wait too long.
This extension is only until the end of [DAY, e.g., Sunday] at [TIME]. After that, these offers will be gone for good. [CTA: Grab Your Extended Deal Here →]
Best, [YOUR NAME]
This email addresses potential 'buyer's remorse' or 'missed opportunity' by offering an extension, which can re-engage hesitant individuals. It positions the extension as a thoughtful response to client needs, building goodwill. The new, firm deadline re-establishes urgency, converting the 'gift' of more time into a new 'last chance'.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. The absolute final call.
Our Black Friday and Cyber Monday offers will vanish at midnight tonight, [DATE]. This is your very last opportunity to secure your spot, upgrade your membership, or kickstart your fitness journey with these exceptional savings.
If you've been on the fence, now is the time to act. Think about your goals for next year, the progress you want to make, and the community you want to be a part of.
This offer makes achieving those things more accessible. Once the clock strikes midnight, these specific deals will not return.
Don't look back next week wishing you had committed. [CTA: Final Opportunity, Enroll Now →]
Best, [YOUR NAME]
This email uses extreme urgency and scarcity, using the 'fear of missing out' (FOMO). By clearly stating the absolute final deadline, it pushes fence-sitters to make a decision. It also encourages 'future pacing', asking the reader to imagine regretting inaction, which is a powerful psychological trigger for commitment.
4 Black Friday Sequence Mistakes CrossFit Gyms Make
| Don't Do This | Do This Instead |
|---|---|
✕ Relying on a single announcement for Black Friday sales. | Implement a multi-email sequence that builds anticipation, reveals the offer, reminds, and creates urgency over several days. |
✕ Offering generic, uninspired discounts that don't highlight value. | Craft unique Black Friday packages or services that speak to specific fitness goals, clearly outlining the benefits beyond just the price drop. |
✕ Failing to create a clear sense of urgency with firm deadlines. | Communicate explicit start and end dates for your offers, reinforcing them across all communications to encourage prompt action. |
✕ Not following up with leads who showed interest but didn't purchase. | Segment your email list and send targeted follow-up messages to those who clicked on your Black Friday links but didn't convert, perhaps with a slightly modified offer or a direct call to action. |
Black Friday Sequence Timing Guide for CrossFit Gyms
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your CrossFit Gym Specialty
Adapt these templates for your specific industry.
Beginners
- Highlight introductory packages that focus on safety, fundamental movements, and a welcoming community.
- Emphasize how CrossFit can be scaled for any fitness level, addressing common fears of intimidation.
- Offer a bonus like a 'Foundations' course or a one-on-one consultation to ease them into the gym environment.
Intermediate Practitioners
- Promote skill-specific workshops (e.g., double-unders, handstand walks) or strength cycle programs.
- Showcase how your programming helps break through plateaus and advance their performance.
- Offer discounts on personal training sessions for targeted skill development or weaknesses.
Advanced Professionals
- Feature high-level programming for competitive athletes or advanced technique clinics.
- Highlight access to specialized equipment, advanced coaching staff, or recovery services.
- Provide exclusive early bird access or deeper discounts on longer-term, performance-focused memberships.
Industry Specialists
- Tailor offers for specific groups like first responders, military, or specific sports teams, emphasizing relevant functional fitness benefits.
- Showcase testimonials from members in similar professions who have seen tangible results.
- Offer specialized group classes or programming designed to meet the unique physical demands of their work.
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