The Power of Conversational SMS:
How to Turn Text Messages Into Your Studio’s Secret Weapon

Text messaging has evolved far beyond simple appointment reminders. With a 90% open rate compared to email’s 20-30%, SMS has become the most effective way to communicate with your wellness studio clients. But here’s the catch: most studios are doing it all wrong.

During a recent OfferingTree webinar, Chris Appiah from Sales Arms shared the strategies that have transformed how successful wellness businesses use text messaging. Chris, who has 18 years of experience in the fitness industry and has worked with companies like 24 Hour Fitness and Peloton, revealed why conversational SMS beats promotional messaging every time.

The Fatal Flaw of Promotional-Only Texting

When text messaging first became popular in the wellness industry, most studios treated it like a digital billboard. They’d blast promotional messages about sales, new classes, or special offers. While this approach initially worked because it was new, it quickly led to what Chris calls “database fatigue.”

“If you only send those promotional messages, your database gets burnt out, your response rate drops very quickly, and you lose the ability to communicate at a high rate with the people that once were interested in your business,” Chris explained.

The problem is simple: when you only send promotional texts, clients tune you out. They start seeing your messages as spam rather than valuable communication.

Worse yet, Chris noted that studios doing nothing with SMS actually perform better than those sending promotional-only messages.

Why Conversational Messaging Changes Everything

The solution lies in being conversational, not promotional. Chris recommends thinking about how you text friends and family members – that’s exactly how you should communicate with your clients.

“Think about it like this: ‘$5.99 for a 10 pack’ – is just like yelling at somebody almost through a message as opposed to saying, ‘Hey, how’s your day going? How are you liking class? It’s awesome. You like it? Great. Well, we’re having a sale right now.’

It takes about two or three messages to get to what you’re going for, but that’s how people like to be spoken to and interacted with.”

This conversational approach creates several advantages:

• Opens dialogue: People stay engaged because messages feel genuine
• Builds rapport: Clients feel valued rather than sold to
• Increases response rates: Authentic communication gets authentic responses
• Sets the right tone: You establish expectations for ongoing communication

When and How to Use Promotional Messages

Conversational messaging doesn’t mean you never promote your business. The key is strategic timing and thoughtful execution. Chris suggests promotional messages work best in three scenarios:

1. During Consumer-Expected Times

Holidays like Fourth of July or New Year create natural promotional windows.

“Consumers almost expect that,” Chris noted.

These are perfect times for direct promotional messages because people are already in a buying mindset.

2. Challenge-Based Promotions

Instead of random sales, tie promotions to activities that benefit your clients. Chris shared an example of a cycling studio that offered a free class after 10 rides. This type of promotion encourages positive behavior while providing value.

3. Emotionally Connected Offers

The most effective promotional messages connect to something people can get behind emotionally. Whether it’s a community challenge, a charitable cause, or a milestone celebration, emotion drives action.

The Art of Keeping Conversations Going

One crucial technique Chris emphasized is ending messages with questions.

“You want to make sure that the person on the other end can continue to engage with you. You don’t want it to cut and end.”

This strategy prevents the dreaded “ghosting” scenario where potential clients simply stop responding. Even when answering a client’s question, always include another question to keep the dialogue flowing.

Here are effective conversation starters and continuers:

• “How did you hear about us?”
• “What are you hoping to get out of your practice?”
• “How was your first class experience?”
• “What type of classes interest you most?”

Avoiding SMS Fatigue: The Database Killer

SMS fatigue happens when you overwhelm your database with too many messages or the wrong type of content.

Chris warned that this is “the quickest way to burn out your database.”

To avoid fatigue:

Maintain Message Variety: Mix conversational check-ins, studio updates, birthday wishes, and occasional promotions. This variety keeps your communication fresh and valuable.

Segment Your Audience: Not everyone should receive the same messages. A new prospect needs different communication than a longtime member.

Chris emphasized, “When you do send those promotional messages, it shouldn’t just be to every single person that’s in your database.”

Monitor Performance: Track opt-out rates, response rates, and conversion metrics. If you’re seeing declining engagement, it’s time to reassess your messaging strategy.

Setting Up Systems for Success

Successful SMS communication requires consistent processes and team training. Chris stressed the importance of monitoring all text conversations to ensure they maintain your studio’s voice and tone.

“Go in and read the conversations that are happening. Does it read how you want it to feel? Does it sound authentic to your brand?”

Key Implementation Steps:

1. Define your communication style: Decide whether you want formal, professional messaging or casual, friendly communication
2. Train your entire team: Everyone sending texts should understand your approach
3. Create follow-up sequences: Don’t give up after one or two messages – it often takes 10-15 touchpoints to get engagement
4. Use automation strategically: Automate initial responses for speed, then add human touches for personalization

Measuring SMS Success with OfferingTree

OfferingTree’s reporting features help you track the effectiveness of your SMS campaigns. Key metrics to monitor include:

• First visit conversion rates: Are people booking after your text conversations?
• Membership conversion rates: Do text conversations lead to package purchases?
• Response rates: Are people engaging with your messages?
• Opt-out rates: Are you losing subscribers?

Use these metrics to identify which team members excel at conversational texting and which need additional training. Look for patterns in successful conversations to replicate across your team.

Building the Right Tech Stack

Chris emphasized the importance of integration between your SMS system and other business tools. OfferingTree’s built-in SMS functionality connects directly with your class schedules, member database, and booking system, creating seamless automation opportunities.

For example, you can automatically send a conversational check-in message to someone who just completed their third intro class, timing it perfectly for when they’re most likely to consider a membership.

The Bottom Line: Authenticity Wins

The most important takeaway from Chris’s presentation is that authenticity trumps everything else in SMS communication. Modern consumers can spot generic, salesy messages from a mile away. They crave genuine connection, especially in the wellness industry where trust and personal relationships are paramount.

“The human connection and the communication that happens with the people that are interacting with your business… sets you apart from the average studio to the great studio,” Chris concluded.

By implementing conversational SMS strategies, you’re not just improving your marketing – you’re building stronger relationships with your community. And in the wellness industry, those relationships are the foundation of long-term business success.

Remember: your goal isn’t to send more text messages. It’s to send better ones that create genuine connections and drive meaningful results for your studio.

Ready to transform your SMS strategy? Start your free OfferingTree trial and discover how our integrated platform makes conversational texting simple and effective.

About Our Host

Chris Appiah brings deep real-world experience from the fitness studio trenches.

Before founding The Sales Arms, Chris served as VP of Sales for a major boutique fitness franchisee, where he increased membership by 500% and scaled monthly revenue from $25K to $65K. Today, he supports over 300 studios and 100+ clients with high-converting sales strategies, leads NOBLE (his own boutique studio), and runs Helios, an SMS software platform.

Learn More about The Sales Arms

• Website: The Sales Arms
• Social Media: @thesalesarms