Open days are some of the highest-leverage marketing events a CrossFit box runs. Done well, they bring in qualified leads, convert free trial attendees into members, and strengthen community. Done poorly, they waste a Saturday and leave coaches exhausted with nothing to show. CrossFit box open day and event promotion is a workflow that your VA can own almost entirely, from the first social post to the follow-up sequence after the last guest leaves.
This SOP covers the full cycle: event setup, promotional campaign, RSVP and attendee management, day-of logistics support, and post-event follow-up.
A fitness virtual assistant handles all of this in the background so you and your coaches stay focused on the actual event experience. Coordinate logistics with your event planning and coordination SOP.
Event Setup and Asset Creation
Before any promotion goes out, your VA builds the infrastructure the campaign will run on.
Event detail confirmation. VA confirms the following with the owner or manager before building anything:
- Date, time, location (including parking and access notes)
- Program of events (taster classes, facility tour, Q&A, free trial WOD)
- Offer for attendees (free trial membership period, discounted joining fee, free gear)
- Target audience (complete beginners, experienced CrossFitters, local community)
- Capacity (max attendees, class size limits)
Once confirmed, VA creates an event brief document (one page, shared in Google Drive or Notion) that all promotions reference.
RSVP page setup. VA creates the RSVP or registration page. Options:
- Eventbrite (free events, easy social sharing)
- A Jotform or Typeform embed on your website
- Wodify or Mindbody event booking if your box runs those platforms
RSVP captures: full name, email, phone, how they heard about the event, fitness experience level (beginner/intermediate/advanced). This data feeds directly into your post-event follow-up segmentation.
Graphic and copy assets. VA creates the visual and copy assets for the campaign:
- Event announcement graphic (Canva, using box brand colours and fonts)
- Social post copy for each platform (Instagram, Facebook, TikTok if active)
- Email announcement copy
- Google Business Profile event post
- WhatsApp or SMS blast copy if you have a subscriber list
All assets go into a shared folder (Drive or Dropbox) under Events > [Event Name] > Assets before any scheduling happens. Owner or coach reviews once and approves. VA does not publish anything before approval.
Promotional Campaign Execution
The campaign runs across four to six weeks for a standard open day. Shorter for a pop-up or community event.
Week-by-week schedule (four-week campaign):
Week 1. Announce:
- Send email announcement to your full list
- Post the event graphic on Instagram and Facebook
- Add the event to Google Business Profile
- Pin a post or story on Instagram with the RSVP link
Week 2. Social proof:
- Post a member testimonial or coach profile related to what attendees will experience
- Share a behind-the-scenes Reel or TikTok of a class in action
- Email segment: lapsed members who have not visited in 90+ days (separate message; this is a re-engagement angle)
Week 3. FAQ and friction removal:
- Post addressing the most common objections: "I've never done CrossFit before," "I'm not fit enough," "I'm worried about injury"
- Email: what to expect at the open day (what to wear, what happens, where to park)
- Community share prompt: ask current members to share the event post or bring a friend
Week 4. Last push:
- Countdown post: 7 days out
- Email: final reminder, RSVP link, capacity note if you are close to the cap
- Countdown post: 48 hours out
- Day-before reminder email and SMS (if list exists)
VA schedules all content through Later or Meta Business Suite. Email sequences run through GoHighLevel, Klaviyo, or Mailchimp. Every post and email is pre-loaded and scheduled. VA is not manually posting on the day.
RSVP and Attendee Management
As RSVPs come in, the VA tracks and manages the list.
Confirmation workflow:
- Immediate automated confirmation email on RSVP (VA sets this up in the form tool or CRM)
- Manual spot-check daily: any duplicate registrations, bounced emails, or unusual entries get flagged and cleaned
RSVP tracker in Airtable or Google Sheets:
- Name, email, phone
- Experience level
- Source (Instagram, email, referral, Google)
- Confirmed attendance (yes/no)
- Showed up on the day (to be filled in post-event)
- Follow-up status
Capacity management: If the event hits capacity, VA switches the RSVP form to a waitlist. Sends a personalised "you're on the waitlist" email with an offer: priority booking for the next open day or a one-on-one free trial instead.
Day-of logistics brief: VA prepares a one-page brief for coaches and front desk: attendee count by session if multiple slots, experience breakdown (how many beginners), parking and access details, the offer being presented, and who to contact if something goes wrong. Sent to the team the day before the event.
Post-Event Follow-Up
This is where the open day converts into memberships. VA runs the follow-up sequence within 24 hours of the event.
Attendee segmentation from the RSVP tracker:
- Attended and engaged (spoke to a coach, expressed interest in joining)
- Attended but quiet (completed the WOD, did not commit)
- Registered but did not attend
Each segment gets a different message.
Attended and engaged: Email within 24 hours: personalised subject line using first name, recap of what they did, the membership offer discussed, a direct link to book an intro class or sign up. If you have a follow-up call process, VA books the call and sends a calendar invite.
Attended but quiet: Email within 48 hours: softer tone, "hope you enjoyed it," low-pressure follow-up offer (free second session or discounted trial), clear CTA. If no response in five days, one more email then move to a general nurture sequence.
Registered but did not attend: Email within 24 hours: "We missed you" message, offer to attend the next open day or book a private intro session. One follow-up only. Do not over-message this group.
Post-event debrief document: VA compiles: total RSVPs, total attended, show-up rate, source breakdown, number of follow-up emails sent, number of responses, and any memberships converted (updated at 7 and 30 days post-event). Filed in Events > [Event Name] > Debrief.
FAQ
How early should the VA start the open day campaign? Four weeks for a standard open day. If you are running paid social ads alongside organic, six weeks gives you time to test creative before the final push.
Should the VA run paid ads for the open day? That depends on your budget and whether someone manages paid ads for the box. VA can set up a simple boosted post on Facebook or Instagram, targeting a local radius with basic interest filters. For a full ad campaign with A/B testing and retargeting, you need a dedicated ads manager. VA can brief them and handle asset delivery.
What if attendance is low despite the campaign? VA flags attendance numbers at the two-week mark against the RSVP target. If the number is low, the VA escalates to the owner for a decision: extend the campaign, add a stronger incentive, or push harder on the member referral angle. VA does not make this call unilaterally.
Can the VA manage walk-ins on the day? VA is not typically on-site. Their role is the pre-event campaign and post-event follow-up. Front desk or a coach handles walk-ins on the day. VA prepares the sign-in sheet, the walk-in registration form, and the day-of brief. Everything is ready before the event.
How do you measure if the open day worked? Track RSVPs, attendance, and 30-day membership conversion. VA updates the debrief at 7 and 30 days post-event. A healthy conversion benchmark is 15-25% of attendees converting to a paid or trial membership within 30 days, but your own historical data matters more than any benchmark.
Open day promotion is a repeatable process. Every campaign your VA runs produces a better debrief, better assets, and a cleaner follow-up system. Over three or four cycles, your box builds a promotional machine that improves with each event.
Schedule promo posts inside your social media content calendar to avoid posting conflicts. HBR research shows contacting leads within one hour boosts qualification 7x.