Open Week is the foundation of every campaign, offering a full week of complimentary or low-cost training to warm the market, fill your pipeline, and set up the Challenge that follows for seamless conversions. This guide walks franchisees through the entire process from purpose and preparation to digital setup, sales strategy, and daily execution.

Open Week
Execution Guide

3x Open Week per year, each running
2 weeks before
the start of a Challenge.

The power of
Open Week

Marketing opens the door. Execution fills the room.
HQ creates the awareness. Your team creates the experience.

Every conversation, every follow-up and every workout plays a role in turning interest into memberships. 

Open Week isn't won by marketing alone or execution alone, it's the combination of both that delivers exceptional results.

    • Experiences your coaching, culture and community first-hand.

    • Discovers whether TYG genuinely fits their goals, lifestyle and training preferences before committing.

    • Builds meaningful relationships with coaches and members, creating a genuine sense of belonging from day one.

    • Establishes a consistent training routine before committing, making long-term success feel achievable.

    • Makes a confident, informed decision based on real experience rather than assumptions or a single trial session.

    • Increases membership sales by giving prospects a compelling reason to experience TYG.

    • Improves conversion rates by allowing prospects to experience the product before making a decision.

    • Attracts higher-quality members who align with your culture, improving long-term retention.

    • Creates energy, momentum and social proof throughout the studio, strengthening both the member and prospect experience.

    • Strengthens your local brand presence, expanding awareness and building future membership opportunities within your community.

Preparation Prevents Poor Performance

To make planning easier, we've included two versions of the timeline: a repeatable weeks-out framework for future Open Weeks and key dates specific to this campaign.

Weeks out Framework

    1. Confirm global Open Week dates and align them with your Challenge start dates.

    2. Print and distribute guerrilla marketing assets, including flyers, signage, and QR codes.

    3. Assign key team roles: FOH Lead, Coach Lead, Social/Marketing Lead, and Data/CRM Lead.

    4. Review FOH systems, including CRM lead tagging, follow-up cadence, trial visit process, contracts, and welcome flows.

    5. Review learnings from previous Open Weeks. Identify what worked, what didn't, and refine your process.

    6. Schedule weekly team meetings leading into and throughout Open Week.

    1. Begin local lead generation: social media, email, member referrals, community engagement, and paid intro offers.

    2. Ensure your studio is set up to a premium standard, including music, cleanliness, merchandise, refreshments, and layout.

    3. Run team scenario walkthroughs, including session handovers, FOH greeting scripts, and coach-to-FOH handovers.

    4. Test your booking systems to ensure all trial sessions are visible and easy to register for online.

    5. Double-check all signage, QR codes, and contact details.

    • Finalise roles for each session — Lead Coach, Support Coach, FOH, Contract Closers

    • Schedule daily lead reporting — leads, attendance, contracts offered

    • Walk the team through every Trial Visit stage and click to purchase

    • Confirm all staff have completed Mindbody certification Mandatory

    1. Ensure all open week bookings are communicated to trainers through your group chat channel

    2. Run a morning huddle daily, confirm bookings, assign roles, set daily targets, share wins

    3. Check Mindbody every morning, confirm all trials are booked, flag anything missing

    4. Update CRM daily move leads through stages, understand automated triggers

    5. Call new leads within 5 minutes of registration Mandatory

    6. Maintain premium standards, clean studio, stocked amenities, immaculate team presentation

    1. Send the Open Week follow-up email to anyone who attended but hasn't joined

    2. Move every lead to won, abandoned, or lost, aim to fully empty the pipeline Mandatory

    3. Archive Instagram grid content and restore your regular bio link

    4. Carry converted leads straight into Challenge registration conversations

Key Dates

    1. Set your Open Week Pass price in Mindbody (Business Mode from 3rd Aug), unpaid means it defaults to $0

    2. Submit the Advertising Form with your campaign budget and Introductory Offer preference

    3. Schedule your Open Week classes under the correct category

    4. Change your booking window to 21 days

    5. Empty old Open Week leads from your Pipeline

    • Branded Open Week assets are available in the Portal from Monday 10 Aug.

    • Print your flyers and posters, then distribute them throughout high-traffic local areas ahead of launch.

    • On the same day, ensure your CRM custom values (pricing and dates) are updated and all trigger links are live and tested.

    • The Mindbody pass goes live on Monday 24 Aug (AEDT). Wait for HQ confirmation before posting.

    • Begin distributing your guerrilla marketing assets throughout your local community.

    • Monitor lead flow daily, begin outreach immediately, and keep your pipeline moving.

    • Live training week. Follow the Daily Execution Rhythm outlined in the Sales Strategy section below.

    • Aim to convert and clear your pipeline by Sunday 20 Sep.

    • All Open Week passes will be disabled network-wide from Monday 21 Sep.

    • If you are completing your first open week, please book a 1:1 support call clicking the link below.

      https://calendar.app.google/eWt3DU4Q4GUfMgys8

    • Covers Open Week execution, lead management systems, campaign assets, and updated network expectations.

    • Come with questions for live, targeted support.