Opening a new parkour gym? Use the Founders Club Marketing Campaign

Opening a parkour gym is exciting and is a huge achievement! However, once you sign your lease, your rent payments can begin eating away at your cash reserves. Typical new gyms take months or years to grow enough to achieve profitability. But what if you could open your gym packed with paying members on day one? An effective strategy to open your gym with plenty of paying members day one is a game-changer. The strategy to make this happen is called a Founders Club, and it’s one of the most effective marketing plays a parkour gym can run.

This isn’t just theory. Freedom in Motion used this strategy to open their Riverside, CA location with 122 paying members in the first month. Here's how you can do it too.

What Is a Founders Club?

A Founders Club is a pre-sale campaign that does two critical things:

1. Builds anticipation and buzz in your local community by telling the story of your gym’s opening.

2. Converts early interest into paying members by offering a compelling limited-time membership deal during exclusive preview tours of the gym.

It’s not just a promotion. It’s a proven system that turns your community’s curiosity into committed membership.

Step 1: Build a Landing Page That Sells the Vision

Create a landing page like this Freedom in Motion example tailored specifically to your local area. Start your headline with a geographic call-out: Here's another example for a past campaign from a crossfit gym: https://kanna98483.ac-page.com/founders-club-20

“Parents in [City Name], Your New Parkour Gym Is Opening Soon!”

Your landing page should:

• Include a short video at the top explaining the gym’s mission and the Founders Club opportunity.

• Encourage visitors to join the Founders Club list using a form directly on the page.

• Promise early access to the gym and a chance to receive founding-member-only perks valued at over $1,000.

Feel free to copy one of the above-linked examples.

Step 2: Document and Share the Journey

As you build out your space, post weekly updates to social media and your website’s blog. Share photos, construction updates, and stories. Always include a clear call to action to join the Founders Club list.

A post like this building update article is a great example of how to keep the community engaged. The more they feel connected to your story, the more likely they are to convert into members.

Step 3: Host Private Founders Club Preview Tours

Once your gym is about 90% complete and safe to walk through, it’s time to invite your list to the gym for an exclusive tour and mini parkour experience. These events should be private, appointment-based tours limited to 5–10 families at a time.

This allows you to deliver a personalized experience and a high-converting sales pitch.

Step 4: Make Them an Offer Too Good to Refuse

At the end of the preview tour, present your Founding Member Offer—a limited-time package of perks worth $1,000+, only available that week and only to people who say “yes” during the tour.

Your offer could include:

• Locked-in membership pricing

• Free or discounted merchandise

• Free private lessons or events

• “Founding Member” status perks like name on the wall or access to VIP-only classes

This scarcity and exclusivity are what drive conversions. You’re not just selling a membership; you’re inviting them to become part of something special, becoming a founding member.

Step 5: Officially Open to the Public

Once you’ve completed your private tours and converted as many Founders Club members as possible, pick a date and open to the public. Now you’ll already have dozens of happy members, social proof, and momentum working in your favor. Host your grand opening sometime after this point.

Why This Works

This campaign leverages both storytelling and scarcity. It taps into human curiosity (“I want to see inside before it opens”) and urgency (“this deal won’t be available after next week”). And because you’re engaging your community early and often, you’re building real relationships—not just leads.

This is marketing with integrity, built on authentic excitement and mutual value.

Want Help Executing This Strategy?

Motion Mentors has helped parkour gyms across the country launch and grow successfully using strategies just like this. If you're serious about opening strong, we’re here to help you every step of the way—from designing your Founders Club campaign to training your team to close the sale.

Let’s make your parkour dream a reality—with paying members on day one.

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Opening a new parkour gym? Use the Founders Club Marketing Campaign