Have you ever noticed that the businesses you love always seem to do something a little unexpected?
Over the past month, my family has been trialling a meal recipe box service. We signed up because life was busy and I wanted to take some of the mental load out of weeknight dinners.
When our fourth delivery arrived, they surprised us with two complimentary lamb shanks. It wasn’t a huge gift, but it was a lovely surprise. Especially in winter when we’re all craving something hearty!
That moment wasn’t accidental – it was designed. Someone had thought carefully about the customer journey and realised that around week four is when customers might start questioning whether to continue. Instead of sending another discount code, they chose to surprise and delight us.
It reminded me that great retention isn’t usually built on big campaigns. It’s built on surprise and delight.
As studio owners, we have the opportunity to create those moments for our members too. One of my favourite ways to do this is with guest passes.
Giving members the opportunity to bring a friend isn’t just a nice perk. It’s a reason to book another class, reconnect with your studio and introduce someone new to your community.
The new Book on Behalf of a Guest feature in the Mindbody Branded App makes this easier than ever.
Here’s how to set it up.
Step 1. Enable Guest Booking
Before members can book for someone else, you’ll need to switch on the feature.
Navigate to:
Settings → General → General Setup & Options
Expand Consumer Mode Settings and enable:
Allow Clients to book Appointments/Reservations for Other Clients
Once this is enabled, your members will be able to reserve a place for a guest directly through your branded app..
Step 2. Update Your Booking Confirmation Emails
When someone books for a guest, the booking confirmation is sent to the member—not the guest.
To make your confirmation emails clearer, update your Reservation Confirmation (Single) template by adding the replacement phrase:
<RESERVEDFOR>
This will display the guest’s name in the booking confirmation.
Tip: When members book themselves into class, this field will be blank, so write your template in a way that still reads naturally.
Step 3. Create a Guest Pass
This is where the magic happens.
Guest passes are simply additional class credits that members can use for friends.
For example:
- 1 Guest Pass per Month
- 1 Guest Pass per Fortnight
- etc.
Create a new pricing option specifically for guest passes and configure it so it can only be purchased within a contract.
Then attach that pricing option to your contract so the guest passes are issued automatically each payment cycle.
Step 4. Members Book Their Own Class
From the Branded App, members simply book themselves into class using their usual membership or class credit.
Nothing changes here.
Step 5. Add a Guest
Once the booking is confirmed, members will see a new Book a Guest button.
Tapping this allows them to enter their friend’s details without creating a separate Mindbody account.
It’s quick, simple and removes the usual friction of bringing someone along.
Step 6. Use the Guest Pass
The final step is selecting the guest pass as the payment method.
The booking is then confirmed, and their guest has a reserved place in class.
Why I Love This Feature
Think about the member who hasn’t attended for two weeks. They’re busy. It’s winter. Motivation is low. Now imagine they remember they’ve still got a guest pass to use before it expires.
They invite a work colleague. Their sister. Their partner. Their neighbour. Suddenly they’re back in the studio.
They’ve shared something they love with someone else, and you’ve introduced a potential new client to your business.
What’s one thoughtful member perk you could introduce that makes your clients think, “I love being a member here”?
Guest passes might just be the easiest place to start ⚓
