Your free kit

The Reset Campaign Kit

The email and text sequence behind A$11,500 from returning clients in two weeks, ready to adapt for your gym. Run Part 1 this month. Parts 2 and 3 follow by email.

Andrew to confirm: this is the kit people receive after signing up. It's built from your Spring Reset campaigns with every client detail removed (name, staff, offers, prices, products and client stories). Check the templates read the way you'd want, and whether Parts 2 and 3 should be full templates like Part 1 or stay as outlines.

How the Reset works

A Reset gives people who already know you a timely reason to come back. You pick a natural restart point (January, September, the start of spring or summer), make a small number of places available, and invite people personally. Five messages, 12 days:

Day	Channel	Message	Its job
Day 1	Email	The invitation	Ask what they'd like to get back to, and introduce the Reset
Day 2	Text	The nudge	Make sure they saw it; invite a one-word reply
Day 8	Email	The proof	Show what coming back has done for people like them
Day 10	Email	The close	Places are limited; ask whether to hold one
Day 12	Text	Last call	One final, friendly chance to reply

Every message asks for the same thing: reply with one word, YES, and you'll call them. No booking links, no forms. That's deliberate: replying is the easiest thing to do on a phone, and a conversation converts far better than a checkout page.

Before you send

Build the list. Former members who left in roughly the last two years, on good terms. Leave out anyone who left unhappy, owes money or asked not to be contacted.
Check you can contact them. In the UK, former members can usually be emailed under the "soft opt-in" if they had a clear chance to opt out when they joined. Every message must let them unsubscribe, and texts must honour "STOP".
Find the personal line. If your CRM or gym software holds why each person first joined (their goal, injury or reason), add it as a field. It's the most powerful sentence in the sequence. If you don't have it, use the general version in brackets.
Decide how many places. Base it on real coaching capacity, for example 10 to 15. Real limits make honest urgency.
Set up reply handling before Day 1 (see Handling replies).
Clear your diary. Replies arrive within hours. Someone needs to call back the same day, ideally within an hour.

Your offer

The Reset is a premium restart, not a sale. People shouldn't come back to pick up where they left off: things have changed, and so have their goals. Build your offer from these pieces:

A fresh start: a new assessment and a new program built around where they are now.
Something valuable added, not taken off the price: for example, the first month of coaching free when they return on a three-month membership. A free month says "we want you back"; a discount says "we're cheap".
A few extras that cost you little: access to your app, recovery facilities or a session with a specialist coach.
A limited number of places, with a clear closing date.

Part 1: Former members

Replace everything in [brackets]. Keep the tone personal: these come from you, or from the coach they knew, not from "the team".

Day 1 · Email · The invitation

Subject: [First name], what would you like to get back to this [season]?
Preview: It might be a good time to see where you are now, and what you want next.

Hi [First name],

With [the season] here, I wanted to check in and ask you a simple question: what would you like to be doing more of over the next few months?

Maybe it's getting back to regular training, walking further, playing sport again, or simply feeling confident your body can keep up with the life you want.

When you first came to us, you wanted [their original goal or issue]. [General version: When you trained with us, you put real work in.] I don't know exactly where things are for you now. You might be doing really well. Or life may have got busy and a few things have slipped. That's normal.

So we've put together a [Season] Reset for a small number of former members who'd like to come back and start properly. We'll begin with a fresh assessment and build a new program around where you are today and what you want to get back to. And if you return on a [three-month] membership, [your offer, for example: your first month of coaching is free].

The idea isn't to start again from scratch. It's to restart properly.

If coming back has crossed your mind, just reply with one word: YES. I'll call you, we'll talk about where things are, and see whether one of the places is right for you. No hard sell.

[Your name]
[Your gym]

Day 2 · Text · The nudge

Hi [First name], [Your name] from [Your gym] here. I emailed you yesterday about our [Season] Reset for a small number of former members. If getting back into training has crossed your mind, reply YES and I'll give you a call. [Your name]

Day 8 · Email · The proof

Subject: What coming back can look like, [First name]
Preview: The real result isn't just fitness. It's getting back to what matters to you.

Hi [First name],

Last week I asked what you'd like to do more of over the next few months. I wanted to come back to that, because "getting fitter" can sound a bit abstract. What matters is what it gives you back.

[Story 1: someone who came back or joined with a recognisable problem. Two or three short paragraphs: where they started, what you worked on together, and what they can do now that they couldn't before. Use their name and words only with permission.]

[Story 2: a different starting point, the same shape.]

That's why we start returning members with a fresh assessment rather than their old program. You may not need what you needed last time. That's the point.

[Repeat the offer in one or two lines.]

If you'd like to talk it through, reply YES and I'll call you. No pressure either way.

[Your name]

Day 10 · Email · The close

Subject: Should I hold you a place, [First name]?
Preview: If coming back has been on your mind, this is probably the time to decide.

Hi [First name],

One last proper email before we close the [Season] Reset. I won't repeat everything. The only real question now is whether coming back feels right for you.

We're keeping this small, [around 15 places], so everyone who returns gets the time and coaching they need to restart properly. [Repeat the offer in one or two lines.]

Three months from now will arrive either way. The question is what you'd like to be different when it does.

If you'd like me to hold one of the remaining places, reply YES and I'll be in touch. If the timing isn't right, that's absolutely fine too.

[Your name]

Day 12 · Text · Last call

Hi [First name], [Your name] here. Final check-in before we close the [Season] Reset. If you'd like me to hold you a place and have a quick chat about coming back, just reply YES. [Your name]

Handling replies

How you handle replies matters as much as the messages. Set this up before you send:

"Yes" (in any form): move them into a "Reset: replied yes" stage in your pipeline, create a call task and text back within the hour: "Great to hear from you, [First name]. When's a good time for a quick call?"
"Not yet" or "Next month": don't let these go. Note the date they gave you and set a task to call then. They're often your warmest returners.
"Stop", "No" or an unsubscribe: remove them from the campaign straight away and never move them into your sales pipeline.
Anything else: read it yourself. Replies often include a referral ("You should call my husband") or a reason they left that you need to hear.

If you automate this (in HighLevel, a workflow triggered by the reply), test it carefully. A rule that treats any reply as a yes will put people who asked you to stop into your sales pipeline. Match the word "yes" and close variants only, and check the pipeline every morning while the campaign runs.

After they come back

Winning someone back is only half the job. People who return on an offer are the most likely to drift again when it ends, unless the first 90 days are planned:

Book their fresh assessment within a week of the call.
Set one clear goal for the first three months, and review it at weeks 4, 8 and 12.
Have their coach check in personally in the first fortnight.
Before the offer period ends, talk about what's next, rather than waiting for the renewal date.

There's more on this in Email marketing for gyms, under the welcome sequence.

Part 2: Past enquiries

The same Reset, written for people who enquired but never joined. The offer changes: invite them in for a free consultation, assessment and first session, with your new-member offer if they decide to continue. Same timeline, same "reply YES".

Day 1 · Email · Reopen the conversation

Subject: You reached out for help, [First name]. How are things now?

Hi [First name], a while back you got in touch with us about [what they enquired about]. For whatever reason, we never got the chance to help. So I wanted to ask: how are things now?

With [the season] here, I'd like to invite you in for a [Season] Reset: a consultation, an assessment, a session with one of our coaches and a plan based on what we find. No charge and no obligation. If you'd like to carry on afterwards, [your new-member offer].

If you'd like to come in, reply with one word: YES, and I'll find you a time.

Day 2 · Text

Hi [First name], [Your name] from [Your gym]. I emailed you yesterday about our [Season] Reset: a free consultation, assessment and session, no obligation. Keen to take a look? Reply YES and I'll be in touch.

Day 8 · Email · They had questions too

Subject: They weren't sure about starting either

Acknowledge there was probably a reason they didn't start (timing, cost, not sure it would be different), then share two short stories of members who had the same doubts and what happened once they started. Remind them the first step is only coming in to see what you think. Close with "reply YES".

Day 10 · Email · The close

Subject: Want me to save you a [Season] Reset spot?

Places are limited by real coaching capacity, so once they're filled you'll close it. Repeat the free first visit and your offer, keep the decision small ("come in and see"), and ask for a YES.

Day 12 · Text · Last call

Hi [First name], [Your name] from [Your gym]. Last call on our [Season] Reset: a free consultation, assessment and session. Want me to save you a spot? Reply YES and I'll sort it.

Part 3: Member referrals ("Help someone")

Ask current members to think of one person they care about who's struggling, rather than leading with a referral reward. The reward makes the first step easier; the person is the point. Three emails and three texts over about two weeks.

Day 1 · Email · Think about the person

Subject: [First name], who would you like to help this [season]?

Ask members to think of one person they genuinely care about: a partner who turns down long walks, a friend who's stopped playing sport, a parent who's started saying "I'm just getting older". Remind them they know how you work because they've experienced it. Don't ask them to do anything yet; just to think about who came to mind. Mention the thank-you for both of them briefly, and say you'll send a note on how to start the conversation.

Day 2 · Text · Gentle prompt

Hi [First name], [Your name] here. Yesterday I asked you to think of one person you'd love to see moving better this [season]. If someone came to mind, have a think about what you'd love to see them get back to. No need to do anything yet.

Day 8 · Email · Have the conversation

Subject: I've been thinking about that person, [First name]

Take away the awkwardness. They don't need to explain how you work or persuade anyone. Give them the words: "I got an email from [Your gym] and it made me think of you. I know you've been struggling with [their problem] and thought it might be worth a chat." If the person's interested, you'll take it from there, honestly, including telling them if you're not the right fit.

Day 8 (six hours later) · Text

Hi [First name], following on from my email earlier. If someone's on your mind, you don't need to explain what we do. Just tell them why you thought of them. If they're interested, we'll take it from there.

Day 15 · Email · Final opportunity

Subject: Maybe that's your answer, [First name]

If the same person is still on their mind after two weeks, maybe it's time to say something. Be clear you'd never promise a result before meeting someone. Repeat the thank-you for both of them once, then end on the person, not the reward: "If they'd like a chat, just reply and introduce us."

Day 16 · Text · Final opportunity

Hi [First name], a final note before we wrap up. If the same person is still on your mind, maybe now's the time to send them that message. Tell them why you thought of them and we'll take it from there.

What to measure

Replies: how many said yes, not yet and stop, for each message.
Calls and visits: how many you reached, and how many came in.
Returns: how many re-joined, and on which membership.
Revenue: what the returners are worth in the first three months.
Who stays: how many are still members 90 days after the offer ends. This tells you whether your Reset finds the right people.