The everyday problem
SO
Studio Operations Director
"We hand out dozens of free trial passes a week, but nobody follows up before the trial expires — most just quietly disappear."
Without a system flagging trials before they lapse, and members who've gone quiet before they cancel, both moments depend on someone remembering to check. That means lost conversions and members who cancel without warning.
What good looks like
Every trial gets a real follow-up before it expires. At-risk members are flagged automatically before they cancel. Each location manager sees their own numbers without asking corporate.What you're building
| Record type | Kind | What it holds |
|---|---|---|
| Lead | Standard (built-in) | The trial signup, tagged with location and trial type |
| Contact / Account | Standard (built-in) | The Member, and family/corporate memberships |
| Opportunity | Standard (built-in) | The membership plan's value |
| Class Booking | Custom (you build it) | Linked to the Member Contact — tracks attendance |
Business outcome
- Every trial gets a real follow-up before it expires, instead of quietly lapsing
- At-risk members are flagged automatically before they cancel, not after
- Each location manager sees their own conversion and churn numbers without asking corporate for a report
Step-by-step build
Do these six pieces in order. Total time: roughly 35–45 minutes the first time through.
1 Capture the trial signup
Set up the signup formSetup → Object Manager → Lead → Sharing tab → Web-to-Lead section, embedded on a front-desk tablet or your website.
Add Location and Trial Type fieldsNew Field on Lead → "Location" (PICKLIST). New Field → "Trial Type" (PICKLIST).
2 Automate the follow-up
Create the workflow ruleSetup → Workflow Rules → New Rule. Object: Lead. Trigger: field-based, 5 days before the trial's expiration date.
Set the actionNotification to the front-desk owner, prompting a call.
3 Convert to a member
Convert the LeadCreates the Member Contact and Account — see the Lead-to-Cash Trail.
Create the OpportunitySet its Amount to the membership plan's value.
4 Track class attendance
Create the Class Booking objectSetup → Object Manager → New Object. Label: "Class Booking", Plural Label: "Class Bookings". Add a "Member" LOOKUP field (related object: Contact) and a "Class Date" DATE field.
Build the "No-Shows This Month" List ViewOpen Class Booking's list page → New List View. Filter: Attended = False AND Class Date = This Month.
5 Flag members going quiet
Create the workflow ruleSetup → Workflow Rules → New Rule. Object: Contact (Member). Condition: no related Class Booking in the last 21 days.
Set the actionsAction 1: Field Update — set a "Status" field to "At Risk". Action 2: Notification to the member's assigned trainer.
6 Watch the numbers that matter
Customize Home widgetsSetup → Home Widgets → add a "Trial-to-Paid Conversion Rate" tile and a "Monthly Churn" tile, both filterable by Location.
Day-to-day: front-desk staff
New trial signupA Lead appears automatically from the tablet or website form.
Get notified before it expiresA notification prompts a follow-up call 5 days before the trial ends.
Convert on sign-upOnce they join, convert the Lead into a Member.
Day-to-day: instructors and trainers
Check no-showsOpen the "No-Shows This Month" List View to see who's missing classes.
Reach out to at-risk membersGet notified automatically when a member you train is flagged "At Risk".
Day-to-day: location manager
Check your own numbersOpen Home to see your location's trial-to-paid conversion rate and churn — no need to ask corporate for a report.
What to try next
Look at the Lead Scoring & Assignment and Dashboard & Home trails to go deeper on the pieces used here.