How to Nail Your Soft Opening: A 7-Day Checklist for New Franchises

A step-by-step soft opening plan to set your new franchise up for a grand debut

A soft opening is a crucial step for any new fitness franchise, giving you and your team the chance to rehearse operations and ensure a positive experience for future members. By following a structured, 7-day checklist, you can create a low-pressure environment that sets you up for a grand opening that runs smoothly and leaves a great first impression. Here’s a day-by-day guide to help you execute a flawless soft opening.

How Franchise HQ Supports Your Soft Opening

Franchise headquarters (HQ) often plays a significant role in guiding new franchise locations through the soft opening process. They typically provide resources and support to ensure that each location aligns with the brand’s standards and operates smoothly from day one. Here’s how HQ might assist:

• Guidelines and Checklists: Many franchises supply a standardized checklist, detailing tasks from setup to member onboarding to maintain brand consistency.
• Marketing and Branding Support: HQ may offer templates for social media posts, email announcements, and in-gym signage, helping you generate interest while staying on-brand.
• Training Support: HQ may send trainers to the new location or provide online training materials, ensuring staff members are well-prepared for a smooth soft opening.
• Operational Standards: HQ may conduct an audit to verify that equipment, technology, and procedures meet brand standards, providing guidance on any necessary adjustments.
• Feedback Collection: Many HQs gather feedback from new franchisees to refine their support materials and address location-specific challenges.

The following checklist is for general guidance. Always check with your franchise HQ first.

Day-by-Day Checklist

Day 1: Set Up the Space

Objective: Make sure every area of the gym is functional and appealing.

Tasks:

1. Arrange Equipment: Set up cardio machines, weights, and any group fitness areas in a way that allows for easy movement and minimizes bottlenecks.
   • Example: Align treadmills and bikes in a row to encourage flow, or create clear signage for weight zones to guide member traffic.
2. Reception and Check-in Area: Designate an intuitive check-in spot with member cards, POS systems, and a friendly welcome area.
   • Example: If you’re offering memberships with perks, have a display that showcases these benefits right at check-in to spark early interest.
3. Ensure Cleanliness and Comfort: From locker rooms to rest areas, ensure everything is spotless and stocked with necessities.
   • Example: Place a small table with sample-sized items like protein bars or sports drinks in the entryway, inviting members to try.

Day 2: Run Staff Training Sessions

Objective: Prepare staff to handle customer service and operational tasks with ease.

Tasks:

1. Customer Service Basics: Train staff to handle member inquiries, complaints, and frequently asked questions. Practice positive responses, active listening, and maintaining a welcoming demeanor.
   • Example: Role-play a common situation, such as a member asking about class availability, to ensure the team is prepared to answer promptly.
2. Technology Training: Walk through each piece of technology, from the check-in system to scheduling software, so the team can work efficiently.
   • Example: Set up a mock check-in where staff take turns inputting a new member’s information or completing a transaction.
3. Emergency Protocols: Review emergency procedures to prepare staff for any incidents, from equipment malfunction to medical issues.
   • Example: Practice a brief safety drill to demonstrate the fastest route to exits or the first-aid kit.

Day 3: Test All Equipment and Technology

Objective: Avoid any technical or mechanical issues on opening day.

Tasks:

1. Inspect Equipment: Test each machine to ensure proper function. Run through safety protocols for equipment that requires special instructions.
   • Example: Check the treadmill’s emergency stop and ensure rowers’ straps are securely fastened.
2. Check Wi-Fi, Music and AV Systems: Make sure your Wi-Fi is accessible throughout the facility and that audio systems work without static or interruptions.
   • Example: Play a typical workout playlist over the speakers and adjust volume levels to suit each area, keeping cardio zones upbeat and quieter zones like stretching areas subdued.
3. System Testing: Test check-in, member management and POS systems to avoid delays when members arrive.
   • Example: Have staff run mock transactions, such as purchasing a water bottle, to ensure the system processes payments correctly.

Day 4: Trial Run with Friends and Family

Objective: Simulate a real opening day with a friendly audience and gather feedback.

See Also

How Better Member Onboarding Prevents Attrition

Tasks:

1. Invite Close Friends and Family: Have them experience the gym as regular members, which gives them an opportunity to provide honest feedback.
   • Example: Encourage your guests to try a group class, and observe the flow from check-in to locker room and workout.
2. Gather Feedback: Have feedback forms or a QR code survey at the exit for guests to fill out after their visit.
   • Example: Include questions about ease of check-in, cleanliness, comfort, and overall experience to pinpoint areas for improvement.
3. Observe and Adjust: Take note of any bottlenecks or operational challenges. Are people gathering around one particular area? Are staff struggling with questions?
   • Example: If guests struggle to find water stations, consider adding signage or relocating stations.

Day 5: Gather Feedback and Make Adjustments

Objective: Act on the feedback to fine-tune operations before the public opening.

Tasks:

1. Review Feedback Forms: Identify common themes or issues brought up by your test group.
   • Example: If several people mention that equipment is too close together, rearrange to create more space and comfort.
2. Discuss with Staff: Hold a brief meeting with staff to discuss feedback and emphasize any adjustments that need to be made.
   • Example: If members found check-in slow, remind staff to greet guests warmly but keep the interaction concise.
3. Implement Immediate Changes: Make small adjustments that can be fixed right away, like moving a piece of equipment or adjusting temperature.
   • Example: Add a self-service kiosk if the front desk had a long wait time during the trial run.

Day 6: Promote the Soft Opening Locally

Objective: Generate local interest and encourage a manageable crowd for the soft opening.

Tasks:

1. Social Media Announcements: Post on local social media channels about the soft opening. Offer a discount or free day pass to attract walk-ins.
   • Example: Post a photo of the gym setup with a caption like, “Come try us out this weekend! Free day pass if you mention this post!”
2. Connect with Local Businesses: Reach out to neighboring businesses for cross-promotion opportunities, such as a local cafe offering a post-workout snack.
   • Example: Partner with a smoothie shop to offer a discount coupon for gym visitors.
3. Invite Community Members and Influencers: Send personal invites to local community leaders or fitness influencers who can spread the word.
   • Example: If a nearby yoga instructor has a large following, invite them to test out your facilities and share their experience.

Day 7: Host the Soft Opening

Objective: Open to the public and observe the real-time flow of operations.

Tasks:

1. Welcome Members: Make the first interactions memorable by greeting each new member warmly and offering assistance.
   • Example: Have staff on hand to guide new members through check-in, give a brief tour, and answer questions.
2. Monitor Operations: Observe how the gym functions with members present, from equipment use to locker room availability.
   • Example: Keep an eye on peak areas to gauge if you need more equipment or adjustments in traffic flow.
3. Capture the Moment: Take photos and videos of members enjoying the space for future marketing.
   • Example: Snap candid shots of a class or someone working with a personal trainer (with permission) to use on social media.
4. Gather Final Feedback: Encourage guests to share their experience and thank them for helping you launch the franchise.
   • Example: Have staff ask members to fill out a short exit survey about their experience that day.