✦ Industry benchmarks

100 leads came in. Where did they go?

Most kids programs don't have a lead problem. They have a follow-up problem. Here's what a normal lead path looks like, where it leaks, and what fixes each gap.

The typical path

From lead to member

Drawn to scale. Each bar is how many of your original 100 leads are still with you at that step.

Read it this way: 91 of every 100 leads never become members. You already paid for all 100. Every leak you close below turns money you've already spent into enrollment.

Where it leaks

Four gaps. Four fixes.

These are in order. Fix the first one before you touch the rest, because every step after it depends on it.

Gap 1

Speed to lead

A parent fills out your form at 8:47pm, between dinner and bedtime. If you call back at 10am the next day, they've already booked somewhere else or forgotten they asked.

The benchmark21×
more likely to qualify a lead when you reply in 5 minutes instead of 30.
Lead Response Management Study, Oldroyd (MIT) and InsideSales
The fixAn automatic text goes out the second the form is submitted, asking one easy question about their trial. A person follows up the same day. Text first, email second, phone call third.
Gap 2

Leads that never book

Seventy of your 100 leads stop here. Most aren't saying no. They're busy, and a booking link felt like one more chore to do later.

The benchmark30%
of leads book a free trial. Programs with a tight follow up system beat this. Programs with none land well under it.
The fixAsk, don't link. "What day works best for your family to come try a free class?" A question gets a reply. A link gets saved for later. Once they answer, offer the class times that fit and send the confirmation. Keep following up over 7 to 10 days with short texts that answer what parents actually ask: price, age range, what to wear.
Gap 3

Booked, then no show

A booked trial is a calendar entry, not a commitment. About half of booked families don't walk in the door.

What usually happensOne confirmation email, sent the day they booked. Nothing else until the class starts.
The fixA reminder text the day before and two hours before. Include the address, parking, and one line about what their kid will do. Make showing up feel easy.
Gap 4

Loved the trial, never enrolled

The family had a great time, said "we'll be back," and went home. Two weeks later, they still haven't signed up.

The benchmark~60%
of first time trial students enroll when the program follows through.
iClassPro, 2024 to 2025 customer data
The fixMake the offer before they leave the building. Then send a text within 24 hours with the enrollment link and a photo from class, if your policy allows it.

Steal this

A 14 day follow up that books trials

Built from a sequence we run for a kids gymnastics program. Seven short texts and one phone call. Every text asks a question, so parents reply instead of scrolling past. Swap in your own details.

  1. Day 0
    Within 5 minutes · Say hi, ask the question

    Hi {first name}! It's Sam from [your location]. So glad you reached out! What day works best for your family to come try a free class? Reply STOP to opt out.

  2. Day 1
    Remove schedule friction

    Hey {first name}, Sam again! I'm looking at our schedule for the next few days. Do weekdays or weekends usually work better for your family?

  3. Day 2
    Phone call · Only if they haven't replied

    A quick call from a real person. Short voicemail if no answer: who you are, the free trial, and "text me back anytime."

  4. Day 3
    Morning · Your #1 differentiator

    Hi {first name}! We keep classes small and grouped by age, so kids learn alongside friends their own size. Want me to save a spot for your free trial?

  5. Day 5
    Late afternoon · Show progress

    Fun fact: kids here earn [ribbons, badges, belts] as they master real skills. It builds so much confidence. Want to come see it in action?

  6. Day 8
    The long term payoff

    Hi {first name}! Quick thought: [your program] builds the [balance, focus, confidence] that helps kids in everything else they try. Want to get them started this week?

  7. Day 11
    Honest urgency

    Hey {first name}, classes tend to fill up as the month goes on, and I'd love to get your family in before they do. Can we find a day for your free trial?

  8. Day 14
    Leave on a high note

    I don't want to blow up your phone! I'll pause the texts, but your free trial is still here whenever you're ready. Hope to meet you and your kiddo soon! – Sam

Stop on reply or bookingThe second a parent replies or books, the automation stops and a person takes over. Nothing kills a sale faster than a robot text after a real question.
Only promise what's trueNo made up class times, open spots or waitlists. If it isn't true at every location on every day, it doesn't go in a template.
Text like a neighborSend between 8am and 8pm local time, from a registered business number, with a way to opt out in the first text.

Try your numbers

What your leads turn into

Uses the typical path above. Change the two numbers to yours. Nothing is saved or sent anywhere.

3

new members a month at typical rates

$453

monthly ad spend

$144

ad cost to win one member

Close the no show gap alone and you'd win about 2 more members a month for the same spend.

Want the full picture, with what a member is worth and what you should be spending? Use our customer cost calculator.

15–24%

of members leave every month on average across gymnastics, swim, cheer and dance (iClassPro). Winning the member is half the job. The same text and email system that closes these four gaps is what keeps families enrolled after month one.

Want to know where your leads leak?

We'll look at your ads, your forms, and your follow-up, then show you exactly which gap is costing you the most.

Get the free audit Book a call