Finding new ways to build excitement within small communities isn’t an easy task. Impact Fitness may have found a new recipe for success with its “Sneak Peek” and grand opening events. As the franchise group got ready to welcome two new Planet Fitness^® locations into the portfolio, it decided to host a preview event to give new members and prospects a chance to see what Planet Fitness is all about. The two new clubs are located in Imlay City and Alma, Michigan.

“Sneak Peeks are helping build awareness, create excitement and bring new faces through the doors early,” said Sarah Wilson, marketing director at Impact Fitness.

The Sneak Peek events took place at the two new clubs and saw a fantastic turnout at both locations. Both clubs hosted roughly 200-300 people throughout the course of the event. People who attended the event were given the chance to tour the facility before it opened and take part in the festivities set up by Impact Fitness. They offered free food, a free raffle and PF^® gear to the first 100 guests. The Alma location had a line form outside the club 30 minutes prior to the start of the event, showcasing the excitement these events can build.

On a business front, the Sneak Peek event helped build more membership momentum in these small communities. The Alma location reported 132 joins, with Imlay City having 62 joins from the event alone. Both locations rode that momentum into opening day with Imlay City opening with 905 members and Alma opening with 702.

“These results show how much can be built before opening day even arrives,” said Wilson. “By giving people a chance to preview the club, get comfortable with the space, and complete some of the setup process early, Sneak Peek events are helping set the stage for a strong launch.”

Once the hype was built up, Impact Fitness opened its doors to both towns and hosted grand opening celebrations for both locations. The community was invited to attend the grand openings and partake in a celebration with plenty to participate in. While the celebrations were essentially the same, Imlay City’s grand opening occurred April 10, followed by Alma’s a month later on May 15.

“Our members and local businesses were all excited to come together and celebrate our openings,” said Wilson. “Partnering with local businesses this way for any grand opening or member appreciation event is a great way to build community, add value for our members and community, and spread brand awareness organically through their channels and customer networks.”

Those in attendance had access to a plethora of activities. The celebration drew a handful of local businesses, which set up booths to interact with attendees. In attendance were local restaurants, medical spas, smoothie shops, car dealerships and local radio stations. The grand opening celebrations offered free food from local restaurants, a free raffle, Planet Fitness-branded gear to the first 100 guests and free samples from the local businesses that came and set up booths.

Both locations also ran one-day-only promotions to join the new clubs. The Imlay City location offered a penny down payment and $15 a month deal. The Alma location offered a $1 down payment and $15 a month deal. Both promotions ended after the day of the event.

“Both Imlay City and Alma are small markets with trade areas of less than 30,000 people,” Wilson said. “Hosting events like this and inviting community partners helps us build rapport as a business supporting the community – not just another big box brand entering the market.”

With the successful grand opening and sneak peek events in these small markets, Impact Fitness continues to uphold Planet Fitness’ commitment to fostering a sense of community and giving back to members.