How to turn free trials into members

The best moment to sign a family up is straight after a trial their child loved. What to ask, what to say, and why you shouldn’t feel guilty asking.

Kane Foster, founder of Kanvas One and owner of Kanvas Academy in Newcastle
5 min read · Updated 19 October 2026

The trial has finished. The child is grinning, the parent is smiling, and you say “hope to see you next week!” as they head out of the door. Then you never hear from them again.

It happens at every club. Not because the family didn’t enjoy it, but because nobody asked them to join while they were still feeling it.

From booking to joining

1When they bookAsk what they want their child to get out of classes.Booking form
2During the trialGive them a small win: joining in, a first move nailed, a new friend.In class
3At the endAsk the child if they had fun, and the parent how it went.In person
4At the door“Would she like to come back?” “Yes!” “Shall we set it up now?”In person
5The same dayAnyone who didn’t join gets a follow-up with the link.Text or email
✓Next weekA new member, back for their first class

Know why they came

When families book a trial with us, we ask what they want their child to get out of classes: more confidence, new skills, new friends. That answer is their dream outcome, and it’s what they’re really there for.

Business wordDream outcome

What a parent really wants for their child from your classes: more confidence, new friends, a new skill, getting on a stage. It’s what they’re actually buying, so it’s worth knowing for every family.

All the business words ›

Make it clear to the parent and the child that your classes will get them there. Then, during the trial, let them feel a little of it straight away: a shy child who joins in, a first move they nail, a new friend by the end.

Before they leave, make a note of what they want, so whoever teaches them next time knows too.

Ask how it went

At the end, ask the child if they had fun, and ask the parent how they felt it went. Listen to the answers. Then build on every good thing you can: the friend they made, the thing they got right, how well they joined in.

The more good feelings a family connects with your club, the easier the next step becomes.

Ask them to come back, then set it up

This is the bit most clubs skip. Ask a simple question while they’re still buzzing:

At the doorYou: “Would she like to come back next week?”
Parent: “Yes!”
You: “Great, shall we set it up now?”

After a good experience, very few people say no. It takes a minute on their phone, and they leave as members instead of maybes.

Don’t feel guilty asking

Lots of club owners hate this part because it feels like selling. But if you know your class will help their child, signing them up on the spot is helping them. You’re not pushing anything. You’re making the thing they already want easy.

If you believe your class will help their child, asking them to join is part of the job.

Follow up with every trial

Some families will want to think about it, and some will simply forget. Send a message the same evening or the next morning: how did they find it, and here’s the link to keep their place.

How many trials go on to join is your conversion rate. Asking at the door and following up quickly are the two easiest ways to raise it.

Business wordConversion rate

Out of the people who take one step, how many take the next. If 10 children come to a trial and 6 join, your trial-to-member conversion rate is 60%.

All the business words ›

A quick checklist

Ask what they want their child to get out of it when they book.
Show them, in the trial, that you’ll get them there.
Ask the child and the parent how it went, and build on the good bits.
Ask if they’d like to come back, then set it up there and then.
Follow up with every family who doesn’t join on the day.

Questions

How do I get more trials to join?

Know why they came, show them in the trial that you’ll get them there, then ask if they’d like to come back and set it up there and then. Follow up the same day with everyone who doesn’t join on the spot.

What should I say at the end of a trial?

Ask the child if they had fun and the parent how they felt it went. Then ask if they’d like to come back next week, and when they say yes, offer to set it up now.