“You’ve made the decision to invest in cold plunge and sauna recovery—now it’s time to make sure your launch is a success.”

After everything we’ve explored in this series, it’s clear that cold plunge and sauna facilities can revolutionize your CrossFit gym—boosting recovery, enhancing performance, and creating stronger community bonds. But simply installing the equipment isn’t enough; you need a well-executed plan to launch these facilities in a way that engages your members and maximizes their impact.

Don't worry, we’re here to help. Beyond providing world-class recovery tools, we offer a comprehensive support package designed to ensure your launch is as smooth and successful as possible. Our offering includes a customized marketing toolkit with everything from brochures to social media content for fundraisers, making it easy to generate excitement and engage your community.

With that being said, let’s dive into the key steps you need to take to launch your new recovery facilities the right way. From generating excitement and raising funds to creating effective pricing strategies and hosting a memorable launch event, we’ve got you covered on everything you need to make your investment pay off—for both your gym and your members.

Before officially launching your new recovery facilities, it’s crucial to ensure your members are excited and eager to use them. A successful launch starts with knowing how interested your members are and building anticipation early.

The poll mentioned earlier in this series is your first step toward a successful launch. By engaging your members and asking for their input, you can gauge how enthusiastic they are about using cold plunge and sauna recovery tools. Once the poll is complete, we will provide you with detailed metrics, giving you a clear picture of the demand within your gym.

Some of the key insights you'll receive from the poll include:

• Usage Intentions: How many of your members are interested in using the cold plunge and sauna facilities.
• Frequency of Use: Metrics on how often members plan to use these recovery tools—whether it’s daily, weekly, or occasionally.
• Willingness to Pay: Feedback on whether members are open to paying for access and at what price point they feel comfortable.
• Additional Feedback: Qualitative insights on what features or additional recovery services members would like to see.

This data gives you a strong foundation for making decisions about how to structure your offerings, how much demand to expect, and whether to adjust your approach before the official launch. By involving your members early, you make them feel part of the process, increasing their sense of ownership and excitement once the facilities are available.

Once you've gauged interest, it’s time to start building hype for the launch. Your members should feel excited about the new recovery facilities and eager to take advantage of them. Here's how you can generate excitement:

• Member Involvement: Get members involved early by allowing them to be part of the launch process. Offer incentives for those who help with promotion—whether it's through sharing updates on social media, referring friends, or helping with event planning. Consider running a contest where members can win free recovery sessions by tagging your gym in their social posts.

• VIP Pre-Launch Access: Offer your loyal members or top contributors exclusive pre-launch access to the facilities. Create a "soft launch" event for this group, where they get a first look at the facilities, try out the cold plunge and sauna, and offer feedback. This builds buzz and makes them feel valued.

• Launch Raffle or Giveaway: Host a raffle or giveaway leading up to the launch. Prizes could include free recovery sessions, gym merchandise, or premium memberships that include access to the new recovery facilities. Announce the winners at the launch event to make it even more exciting.

• Early Bird Membership Offers: Provide special deals for members who commit to a recovery membership early, such as discounted pricing, extra recovery sessions, or exclusive perks. Limited-time offers will create urgency and excitement to get members to sign up before the launch.

A key part of launching your new recovery facilities is deciding how to price them in a way that maximizes usage while generating revenue. You’ll want to consider offering flexible options that cater to both regular members and those who may want to try the facilities on a more casual basis.

To help promote these pricing options, we provide customized brochures, social media posts and flyers as part of your marketing toolkit. These materials will clearly communicate the benefits and value of the recovery packages to your members.

When setting pricing, consider whether the recovery facilities will be included in standard memberships or offered as a premium add-on. This decision depends on your gym’s current pricing structure and your members' feedback on what they’re willing to pay.

• All-Inclusive Pricing: Offer unlimited access to recovery facilities as part of premium membership packages. This could be an upsell from your standard membership and a great way to encourage commitment to higher-tier packages.

• Pay-Per-Use: For members who want flexibility, offer a pay-per-use option or a package of sessions. This way, members can access the cold plunge or sauna as needed without feeling locked into a premium membership.

To further integrate recovery into your pricing model, introduce tiered memberships that offer varying levels of access to the recovery facilities:

• Basic Membership: Includes access to regular gym services and classes, with the option to add on recovery facilities for an additional fee.

• Premium Membership: Includes unlimited access to both gym facilities and recovery tools such as the cold plunge and sauna, along with priority booking for sessions during peak times.

• Recovery-Only Membership: Offer a recovery-focused membership for individuals who may not attend classes but want to benefit from the cold plunge and sauna. This could be ideal for members recovering from injuries, athletes from other sports, or non-members in the local community who seek recovery options.

Offer pre-paid session packages that allow members to buy a set number of recovery sessions in advance. This is perfect for those who may not need unlimited access but still want to use the facilities regularly.

• Example: Create recovery punch cards that offer a discounted rate for buying 5, 10, or 20 sessions upfront. These packages provide flexibility while encouraging consistent use.

Run limited-time promotions or introductory offers for members and new clients when you first launch the recovery facilities. This can include discounted rates for the first month, bundled recovery sessions with regular memberships, or deals on premium memberships that include recovery access.

• Pre-Sell Recovery Packages: Generate immediate cash flow by offering pre-sale packages for your recovery facilities. Members who buy in early can receive special discounts or perks, such as extra sessions or priority booking for the cold plunge and sauna. These packages can be offered in various tiers, such as weekly, monthly, or annual memberships, giving your members flexible options that fit their needs.

• Example: Offer a discounted “Founding Member” recovery package that includes 10 recovery sessions at a reduced rate or special benefits for being one of the first to sign up. Your customized brochures will highlight these pre-sale packages, ensuring your members have clear and engaging information about how they can take advantage of the early offers.

• Launch Specials: For the first month, offer a discounted upgrade to premium memberships that include recovery facilities. This incentivizes members to try the new services and locks them into higher tiers if they enjoy the experience.

Your launch event is more than just a celebration—it’s the moment where you bring together all the elements from this series: community engagement, fundraising, and showcasing your new recovery facilities. This is your chance to introduce both your current members and the local community to your gym, while generating excitement and funds to support the new facilities.

Organize a launch party that doubles as a fundraising event. Invite your members and the local community to participate in a fun, entry-level WOD designed for all fitness levels. This is a great way to introduce newcomers to CrossFit, while your current members act as ambassadors, helping create a welcoming and inclusive environment.

• Entry Fee: Charge an entry fee for attendees, which gives them access to the event, including the recovery facilities, the WOD, and any food and drink you provide afterward. This not only covers the costs of the event but also helps offset the investment in your new facilities.

• Recovery Demonstrations & Group Sessions: Throughout the event, offer demonstrations of the cold plunge and sauna, followed by group recovery sessions. Allow participants to try the facilities, guided by a coach or experienced member who can explain the recovery benefits firsthand.

• Meet & Greet with Members: Host a casual meet and greet after the WOD, where current members can connect with newcomers and share their experiences at the gym. This helps build rapport and introduces potential new clients to the strong community you’ve built.

To add some extra excitement, include a raffle or prize giveaway as part of the event. Raffle off items like recovery session packages, gym gear, or premium memberships. This not only creates a fun atmosphere but also raises additional funds for the gym.

Make the event social by offering food and drink after the WOD, giving everyone time to relax, chat, and enjoy the new facilities. This encourages attendees to stick around and creates a stronger sense of community.

Invite local businesses, partners, and even influencers to attend the event. This expands your audience beyond current members, introducing new people to your gym and recovery offerings. You can collaborate with local vendors for sponsorships, or have them provide additional services like nutrition advice or massage demonstrations.

• Local Business Collaborations: Work with local partners to provide prizes, food, or services. For example, a local restaurant might cater the event, or a nearby health store could offer product samples or gift cards for the raffle.

After a successful launch event, it’s important to keep the momentum going by finding ways to continue raising funds to offset the investment costs of your new recovery facilities. Engaging your members in fundraising efforts not only helps cover the costs but also fosters a deeper sense of ownership and community within your gym.

Fundraisers are an excellent way to bring your community together while raising money for the new facilities. Following the energy of the launch party, you can organize additional special recovery-focused events where members participate in friendly competitions, recovery workshops, or community fitness challenges.

Ideas for Fundraiser Events:

• WOD for Recovery: 
  Host a special WOD (Workout of the Day) event where entry fees go toward funding the new facilities. Make it a team-based or competitive event to increase participation.

• Community Fundraiser: 
  Invite your surrounding community to experience CrossFit with beginner-friendly WODs, coached and supported by your members. Charge an entry fee that provides access to the WOD, recovery facilities, and post-workout food and drink. This also serves as an opportunity to introduce new people to your gym and grow your membership base.

• Recovery Relay Challenge: 
  Organize a recovery-themed relay where teams rotate between CrossFit exercises and recovery sessions (such as a quick plunge or sauna rest). Charge an entry fee and offer prizes for the winning team, such as free recovery sessions or gym merchandise.

• Silent Auction or Raffle: 
  Host a silent auction or raffle at your gym, featuring donated items from local businesses or premium recovery packages. Gym members and community participants can purchase tickets or place bids, with proceeds going to support the recovery facilities.

• Family Fitness Day: 
  Host a Family Fitness Day, where members bring their families to the gym for fun fitness challenges and light workouts. Charge an entry fee, and create family-friendly challenges, with prizes or free recovery sessions as rewards.

• Charity WOD: 
  Partner with a local charity and host a Charity WOD where proceeds are split between the charity and the recovery facility costs. This boosts community involvement while supporting a good cause, aligning your gym with a broader mission.

Once your recovery facilities are up and running, it’s crucial to monitor their success and gather feedback from your members. Tracking usage and member satisfaction will help you identify areas for improvement, ensure the facilities are being used effectively, and guide future decisions about your offerings.

Monitor how often members are using the recovery facilities in the first few months. This will provide valuable insights into the popularity of the cold plunge and sauna and help you identify any patterns or trends that could inform future decisions.

• Track Facility Usage: Keep a log of how many members use the cold plunge and sauna, and at what times. If usage is lower than expected, consider offering promotions or incentives to boost participation.

• Monitor Membership Upgrades: Track how many members upgrade to premium memberships or purchase recovery packages during the initial months. This data will give you a clear picture of how effective your pricing strategies and promotional efforts have been.

Collecting feedback from members is essential for understanding their experience with the recovery facilities and identifying areas for improvement. This feedback can be gathered through both formal and informal channels.

• Surveys: Send out a survey to your members asking for their thoughts on the recovery facilities. Include questions like how often they’ve used the facilities, how satisfied they are with the experience, and what additional features they’d like to see.

• In-Gym Feedback: Encourage your staff and coaches to talk with members after they use the recovery facilities. This informal feedback can provide valuable, real-time insights into how the new tools are being received and any issues that need addressing.

Use the data you’ve gathered to refine your offerings and expand where necessary. If the recovery facilities are popular and well-received, consider adding additional recovery options or creating structured recovery programs, such as workshops or classes focused on recovery techniques.

• Introduce Recovery Challenges: Keep the excitement going by organizing recovery challenges, where members participate in regular cold plunge and sauna sessions and track their progress. This adds a fun, competitive element to recovery and helps maintain long-term engagement.

• Expand Recovery Offerings: Based on member feedback, consider expanding your recovery facilities by adding additional stations or equipment, offering group recovery programs, or hosting recovery-focused events led by local experts or coaches.

Launching your new cold plunge and sauna facilities is more than just adding another service to your gym—it’s an opportunity to enhance your members’ performance, strengthen your community, and create long-term value for your business. By following these steps—from gauging member interest and raising funds, to hosting a successful launch event and tracking progress—you’ll ensure that your investment not only pays off but becomes an integral part of your gym’s culture.

Remember, you’re not doing this alone. With our comprehensive support package, including a customized marketing toolkit, fundraising support, and exclusive member engagement programs, we’re here to help you every step of the way. Our goal is to see your recovery facilities become a key driver of growth and success for your gym.

The first step in ensuring your recovery facilities succeed is getting your members involved. Encourage them to take the poll, which will be sent to you tomorrow morning and will remain open for 7 days. This is your chance to gather valuable feedback on your members' interest in using the new cold plunge and sauna tools. The data will help you gauge demand, plan for facility usage, and understand how to tailor your offerings to meet their needs.

Once the poll results are in, you’ll have the metrics needed to move forward with confidence—and we’ll be here to help you interpret the data, plan your launch, and support you through every step of the process.

If you have any questions in the meantime, we’re available to answer them. Let’s get started! Promote the poll to your members and take the first step toward launching your recovery facilities the right way.