How to Handle "First Class Free" Without Undermining Your Studio's Worth
If you've owned a studio for more than a week, you've definitely heard this question:
"Do you offer first-class free so I can try it?"
In a way, it's a fair question. After all, who doesn't love free stuff? But here's the truth: You're not a Costco sample. You're running a business that has required expertise, intention, and years of hard work. And giving away what you sell for free isn't the only way to win trust or build relationships.
So let's break down how to answer this question in a way that sets boundaries without burning the lead, reinforces your studio's value, and still invites people to try a class.
First: Why People Ask for Freebies
Let's get into buyer psychology. People ask for free classes for a few common reasons:
They're price sensitive. They don't want to invest in something they're unsure about.
They don't understand the value... yet. To them, your class might be another thing to do on a Saturday morning.
They've taken free classes elsewhere. Big franchises often give away a class to flood the funnel. Which is my pet peeve, but that's for another article.
They're unsure about your modality, and this feels like a safe test.
None of those reasons automatically make someone a bad fit, but they do mean your response matters.
What NOT to Do
You probably feel annoyed when someone asks, especially if you've had a long day of managing team issues and trying to hit your revenue goals (totally valid). But their question isn't about your studio's worth, even if it feels like it. This question is about their own hesitation about trying a new place, which means it's your chance to step in as a confident guide.
What to do Instead: Reframe + Redirect
Here's the formula:
Acknowledge the ask, position your intro offer as the better option, and frame the value.
You can even pre-script this as an email or DM reply for your team. Here's how it sounds and why it works:
"Hi, X, My name is Y (humanizes you and makes the client remember you're a person, not a brand), and I would love to help you get started with [studio name] (reframes the ask). We totally get wanting to try it out first! (Puts you on the same team) That's exactly why we created our [Intro Offer]. You'll get (an assumptive close primes the client to buy) [3 classes/2 weeks/etc] for just $XX so that you can get a real feel for our instructors, the space, and the community without any commitment. (Makes the ask) This is the most popular way to get started because it's such a great value (Subtle peer pressure). Can I help you get started? (Restates the ask).
Notice what this response does:
Turns you into a human with a name. You're not a brand or an inbox. You're a person and you deserve respect.
It shows you're listening, you understand, and you're on their team
It makes the intro offer feel like a purposeful solution.
It steers the conversation away from free and toward value.
Why Free Usually Backfires (for Everyone)
It's no secret that I hate first-class free: studios that offer a free class often experience the following:
Low show-up rates (people don't value what they don't pay for)
Fewer long-term conversions
More drop-ins, less commitment
Team burnout from giving their energy to people who ghost
Waters down the industry as a whole and exacerbates the free mindset in our industry
People aren't just buying a class. They're really buying the potential to solve their problem or reach their health goals. They can't get that with one free class. So stick to your guns, even if it feels uncomfortable.
Scripts You Can Actually Use
Here are a few polished, plug-and-play responses to "Do you offer a free class?" for texts, DMs, or front desk convos. Remember to always lead with "Hi [first name], my name is [your name], and I'd love to help you get started!" so you humanize yourself and reframe the ask right out of the gate.
1. Value-First Short and Sweet DM
"We don't offer a free class, but we do have an intro pass that gives you [X classes] for just $[price]. It's our new clients' favorite way to experience all our classes and see what we're all about."
2. Empathetic + Confident
"We totally get wanting to test the water. Our intro offer was created exactly for that, so you can explore our studio, meet our team, and see if it's the right fit without pressure. We know you'll love it!"
3. Results-Oriented
"We've found that clients who start with our intro offer gain momentum faster and stay more consistent, which leads to real results. That's why we designed our low-stakes intro special to set you up for success from day one."
4. Playful + Firm
"We don't offer free classes, just ridiculously effective ones. 😉 We'd love to have you experience our incredible classes so you can see for yourself. Click HERE to grab your intro offer, and I can help you choose your perfect first class if you tell me more about what you're looking for."
But What If They Push Back?
If someone insists they "just want to try it once," you have two choices,
One: You can still hold the boundary kindly:
"Totally understand! While we don't do free classes, we've packed as much value as possible into our intro offer to make it super low-risk and high-reward. We think you'll love it, and we're here to support you the whole way. What kind of class are you looking for?"
If they walk away? Let them. The people who are ready will come back, and the ones who wouldn't pay even $29 for a transformational experience weren't your people anyway.
Two: Offer a free class, but with conditions.
"But wait, Niki, you JUST got done telling us how terrible first class free is!?" Yup, and I still stand by that. But let me introduce you to a little thing I call "owner perks." It's your studio. You get owner perks to change the temperature, switch the playlist, and offer a free class to people who really would be a good fit if you could take that first barrier away from them. But it needs a strategy. Here's how it sounds:
"Hi Sara, we don't usually offer a first-class free, but I would love to invite you to a class as my guest. We can either take a class together, or you can come to one of my scheduled classes. I teach ___dates and times___ and would love to show you around before class so you can get a feel for the studio."
See what I did? I made the client feel like she's special by getting a free class we don't usually offer, and I'm there to make sure she buys something afterward (like the intro special).
Confidence Converts
This is bigger than one conversation. The way you handle this question tells your community:
That your time, team, and space are worth it.
That you believe in what you're offering.
That you serve people who are ready to show up for themselves.
Confidence is part of your sales strategy. And it doesn't require being pushy or salesy. It just requires standing in your worth.
Need a deep dive into your sales confidence? Check out our signature Studio Sales Solution and walk step-by-step through our process that helps studios all over the world convert clients into packages and memberships for good.
