Open days and member events are among the highest-leverage activities a climbing gym can run - they bring in prospective members who have been sitting on the fence, re-engage lapsed climbers, and deepen community ties with existing members. But attendance depends almost entirely on the quality of the promotion, not the quality of the event itself. A fitness VA running a climbing gym open day and event promotion workflow builds the multi-channel promotional calendar, executes every touchpoint on schedule, handles RSVP logistics, and runs the post-event follow-up that converts curious visitors into paying members. This SOP covers every stage from event creation through conversion.
Pair event logistics with event planning and coordination checklists and route attendee leads through a tight lead response SOP. HBR research shows contacting leads within one hour boosts qualification 7x.
Building the Promotional Timeline
Start promotion four to six weeks out for major events. Open days, intro-to-climbing events, belay certification clinics, and bouldering competitions all need sufficient runway. The VA builds a reverse timeline from the event date with specific tasks assigned to specific days: event listing creation, email announcement, social media posts, local community outreach, paid ad launch, reminder emails, and day-before final push. Each task has a deadline and an owner.
Differentiate event types in your promotional messaging. An open day targeting first-time visitors requires different copy and creative than a member-only route-setting reveal night or an invitational bouldering comp. The VA drafts separate message tracks for each audience - prospects receive curiosity-driven copy about what climbing at your gym feels like, while current members receive community-focused copy about seeing the new set or competing together.
Create a dedicated event listing in your gym management software. Whether you use MindBody, Zen Planner, or Pike13, the VA sets up the event with accurate details, a capacity limit if applicable, and a clear registration button. This creates a registrant list the VA can communicate with directly throughout the promotional window and follow up with after the event.
List the event on external discovery platforms. For open days and intro events targeting new visitors, the VA submits event details to Eventbrite, local Facebook Groups, Meetup climbing groups, and community calendars on local news or city websites. For climbing-specific audiences, the VA posts in regional climbing Facebook groups and local subreddits where climbers congregate. These channels reach people who are not yet on your mailing list.
Executing Multi-Channel Promotion
Run an email sequence across the promotional window. The VA schedules a minimum of four emails: the initial announcement, a mid-window social proof email featuring what past attendees said about the event, a one-week-out reminder with the event agenda, and a 48-hour final reminder. Each email has a single clear CTA pointing to the registration link. The VA writes subject lines referencing the specific event hook - "Free belay certification clinic this Saturday" outperforms "Join us for our upcoming event."
Build an Instagram and Facebook content series. The VA plans five to eight social posts across the promotional window - an announcement post, a coach or routesetter feature, a teaser of what participants will experience, a countdown post in the final week, and Stories content in the final 48 hours. For a bouldering comp, the VA posts a preview of the comp problems. For a route-setting reveal, the VA shares a blurred or partially hidden photo of new routes to drive curiosity.
Use SMS for final-day event reminders. Email open rates drop on event day. The VA sends a short SMS to all registrants on the morning of the event confirming the start time, parking details, and what to bring. For open days where walk-ins are welcome, a separate SMS goes to the broader active member list inviting them to bring a friend.
Coordinate with local climbing shops and outdoor retailers. Many climbing gyms have relationships with local gear shops, outdoor clubs, or university climbing clubs. The VA emails these partners with a short blurb and a flyer - a Canva-designed PDF - that partners can forward to their own audiences. Climbing shop bulletin boards, outdoor club newsletters, and university outdoor recreation programs all reach the climbing-adjacent audience most likely to attend.
Day-of Logistics and Post-Event Follow-Up
Prepare a day-of briefing document for staff. The VA creates a one-page briefing covering the event schedule, staff assignments, registration check-in process, and talking points for staff who will be speaking with prospective members. This is delivered to front-desk and coaching staff 24 hours before the event so everyone is aligned.
Capture content for future promotional use. The VA briefs the designated content person - a staff member or hired photographer - on the specific shots needed: group photos at the wall, beginner climbers on their first route, coaches spotting members, candid community moments. This footage feeds the next open day promotion and testimonial library. The VA collects all footage within 24 hours using a shared Google Drive upload link.
Send a follow-up sequence to all attendees within 24 hours. The VA triggers a post-event email to every registrant, whether they attended or not. Attendees receive a thank-you, a photo from the event, and a clear next step - a discounted first month, a free intro class, or a limited-time membership offer. No-shows receive a "sorry we missed you" message with a second chance offer and the date of the next event.
Track attendance and conversion metrics. The VA records total registrations, attendance rate, post-event membership conversions, and trial sign-ups in a simple tracking sheet. Comparing these metrics across events reveals which event types and promotional approaches drive the highest conversion. A bouldering comp open day may attract more leads than a casual open gym, or vice versa, depending on your local market.
For hiring a VA, document your typical attendance target and conversion goal before reaching out.
Frequently Asked Questions
How many events should a climbing gym run per month?
Most gyms find that one to two member-facing events per month is sustainable without overwhelming staff or fatiguing your audience. One open day or intro event per month for new member acquisition, plus one community event like a route-setting reveal or a casual bouldering night for retention, covers both goals without overlap. The VA manages the promotional calendar so events are spaced at least two weeks apart.
How do you promote a climbing gym open day to people who have never been to your gym?
External channels matter most for open day promotion: local Facebook Groups, climbing community Meetups, Eventbrite, university outdoor clubs, and partnerships with local gear shops. Paid Meta ads targeting outdoor activity interests and a radius around your gym location are cost-effective for reaching new audiences. The VA handles all of these outreach channels within the four-to-six week promotional window.
What is a reasonable attendance target for a climbing gym open day?
For a gym with 300 to 600 active members, a well-promoted open day typically brings in 20 to 50 prospects in addition to current members who show up to participate. Smaller gyms in less densely populated markets may see 10 to 25 new visitors. The VA tracks registrations versus actual attendance to calculate your conversion rate from RSVP to show, then optimizes the reminder sequence to close that gap.
Should you charge for open day events or make them free?
Free open days remove the commitment barrier for first-time visitors. A nominal fee of five to ten dollars can pre-qualify attendees who are more serious about joining. Many gyms split the difference by offering free attendance with a small deposit that gets refunded when the visitor shows up. The VA can configure either model in your event registration system.
How should the post-event follow-up offer be structured?
The offer should have a clear deadline - ideally 72 hours post-event - and a specific call to action. A discounted first month with no setup fee, a free first belay certification lesson, or priority access to an intro-to-climbing class all perform better than a generic "come back and join us." The VA sends the offer as both an email and an SMS to maximize reach during the short window when event energy is highest.