Every text below is free to copy, with no sign-up. Swap the words in square brackets, then send from your phone or your booking software.
They're built around a studio's week: a timetable, limited reformers, a waitlist and a client who's nervous about her first class. The label on each one tells you whether it's a service or a marketing message.
How to use this page
- Service messages are about a booking or enquiry someone started. Marketing messages promote your studio, and need consent or the soft opt-in, plus an opt-out.
- Never ask for health details by text. Send a link to your secure form.
- Reminders work. Keep them short, and make cancelling easy, because a freed spot can be refilled.
- Send one win-back, not five. Stop as soon as someone says no.
- Use one review request for everyone, happy or not.
Service or marketing?
PECR, the Privacy and Electronic Communications Regulations, governs marketing texts in the UK, and the Information Commissioner's Office (ICO) enforces it.
| Question | Service message | Marketing message |
|---|---|---|
| What is it? | Part of a booking or enquiry the client started | Promotes your studio or asks them to buy again |
| Example | "Your class is tomorrow at 18:00" | "New client offer on evening reformer" |
| Consent needed? | I'd say not, because those rules cover promotion. That's my reading, not ICO wording. | Consent or the soft opt-in |
| Opt-out needed? | Not as a rule, but stop if they ask | Always, in every message |
The soft opt-in lets you text your own clients about similar services, as long as they bought, or talked about buying, from you. You must have offered a clear chance to opt out when you took their details, and in every message after that. So a form that only says "we'll keep you updated" won't do. It doesn't cover bought lists or people who've never dealt with you. The ICO is reviewing this guidance after the Data (Use and Access) Act 2025, so reread it before you text your whole list.
Sole traders and some partnerships count as individuals under these rules, which matters if you do corporate wellness work. Limited companies don't, but keep a do-not-text list.
Three things to avoid
A reminder with a sales pitch added can become a marketing message. Keep them separate.
Don't ask clients for friends' numbers so you can text them. The ICO discourages it. If you run a bring-a-friend offer, let the client pass it on, and remember that asking people to forward your marketing still counts as your marketing.
Don't reply to a health question with advice by text. Ask them to speak to a teacher, or their GP or midwife if it's about a medical condition.
The templates
The buttons jump to each point in a client's journey.
First reply
Hi, it's [Your name] from [Studio]. Sorry we missed you, we're teaching. How can we help? I'll reply after class at [time].
Hi [Name], it's [Your name] from [Studio]. Thanks for getting in touch. Have you done Pilates before, or would you be starting from scratch?
Hi [Name], thanks for messaging [Studio]. We've finished teaching for the day, so I'll be back to you by [time] tomorrow. Timetable: [Link]
Don't name a time you might miss.
Hi [Name], I'm sorry to hear that. If it's an emergency, call 999 now. For urgent medical help that isn't an emergency, call NHS 111. I'll ring you at [time].
Use only as a holding reply, and ring them yourself as soon as you can. Don't add symptoms or advice unless a qualified person has approved your wording. Our risks guide explains why.
Trial class
Hi [Name], for a first class I'd suggest [class] on [day] at [time]. It's a small group and the teacher will set the springs with you. Shall I hold a spot?
Great, here's the link for [class] on [day] at [time]: [Link]. The intro offer is £[amount] for [number] classes. Any questions, just reply.
Thanks for booking, [Name]. Please fill in this short form before class, so your teacher knows about any injuries or pregnancy: [Link]. Please don't send health details by text.
The link should go to a secure form in your booking software, not a shared document.
Looking forward to seeing you, [Name]. Wear something comfy and bring grip socks. Arrive 10 minutes early so we can show you the reformer. Parking: [details].
Hi [Name], it's [Your name]. How did your first class feel? A bit of muscle ache is normal, but tell me if anything hurt. Happy to help you choose what's next.
Hi [Name], you've got [number] classes left on your intro offer, which ends on [date]. Want me to help you book them in?
Hi [Name], that's your intro classes done. Well done. Most people ask what's next, so here are the options: [Link]. Happy to talk it through.
This follows on from something they bought. Keep it to their next step, send it once, and if you're adding offers, treat it as marketing.
Reminders
Hi [Name], see you tomorrow at [time] for [class]. Can't make it? Cancel here by [time] so someone on the waitlist can have your spot: [Link]
Set the cut-off to match your late-cancel window.
Hi [Name], a spot has opened in [class] on [day] at [time]. Reply YES by [time] and it's yours. If I don't hear back, it goes to the next person.
Hi [Name], I'm sorry, we've had to cancel [class] on [day] at [time] because [reason]. Your credit is back on your account. Could you make [alternative]?
Hi [Name], [teacher] is covering [class] on [day] at [time] instead of [teacher]. If you'd rather switch, you can move your spot free of charge here: [Link]
Late cancels
Hi [Name], we missed you at [class] today. Hope all's well. As a one-off, I've put your credit back. Our cancel window is [hours] hours, for next time.
Waiving the first one keeps goodwill. Your terms must still say what happens next time.
Hi [Name], you cancelled [class] inside our [hours]-hour window, so the class has been used, as our terms set out. If something's wrong, tell me and I'll take a look.
Stay kind. If someone's ill or there's a genuine problem, use your judgement.
Hi [Name], you've missed [class] twice now. Is that time still working for you? I'd rather move you to a better one than see you lose your classes.
Packs
Hi [Name], you've got [number] class left on your pack. If you'd like to keep your usual spot, you can top up here: [Link]
Keep this to their balance. Keep offers for separate marketing messages.
Hi [Name], you've got [number] classes left, and they expire on [date]. Want me to help you book them in, so you don't lose them?
Hi [Name], sorry to hear that. I've paused your pack until [date], so you won't lose any classes. Take care, and tell me when you're ready to come back.
Membership
[Studio]: your intro membership of £[amount] ends on [date]. It then renews at £[amount] a [month], unless you end it here first: [Link]
From 1 January 2027, new rules are due to require a reminder like this for new contracts. Check the final wording and timing with your solicitor.
[Studio]: your membership renews every [month] at £[amount]. You can end it at any time here: [Link]. Contact [details] with any questions.
The draft rules ask for reminders about every six months on a monthly plan, clearly labelled, on a durable medium such as email or SMS. Push notifications that can't be retrieved don't count.
Hi [Name], from [date] the [plan] goes up from £[amount] to £[amount]. You can keep going, change plan or leave free of charge first. Details: [Link]
Hi [Name], your [plan] will end on [date], and there's nothing more to do. Thanks for being part of [Studio]. You're welcome back at any time.
Reviews
Thanks for coming to [Studio], [Name]. Would you leave an honest review? It really helps a small studio: [Link]
Send it to every client in the same way. Don't offer a free class or a discount. This is a grey area, so to be safe, add your studio name and "Reply STOP to opt out".
Hi [Name], no pressure at all, but if you get a minute I'd really value your honest review of [Studio]: [Link]
One reminder at most, and don't name a teacher you'd like praised. Google bars asking for specific content.
Payment
Hi [Name], your [plan] payment of £[amount] on [date] didn't go through. It's often an expired card. You can update it here: [Link]
Win-back
[Studio]: Hi [Name], we've missed you. Your spot on [class] is still there if you'd like it. Reply YES and I'll book you in. Reply STOP to opt out.
Only send to clients who had the chance to opt out when you took their details.
[Studio]: Hi [Name], we've added [new class or time] since you left. Want to come back for one on us? Reply YES. Reply STOP to opt out.
[Studio]: Hi [Name], it's been a while since your intro classes. We've got space on [class] this month. Fancy it? Reply YES. Reply STOP to opt out.
[Studio]: Hi [Name], we've got 2 reformers free on [day] at [time], at £[amount] for existing clients. Reply YES to book. Reply STOP to opt out.
What the evidence says on reminders
A Cochrane review from 2013, on healthcare appointments rather than fitness, found 78.6% attendance with a text reminder against 67.8% with none. That's the best evidence I can offer, and it's not about Pilates. I'd expect the effect to be different for a paid-for class. Test it on your own numbers.
How much texts cost
A standard text is up to 160 characters, and longer ones cost more because they split into parts. Check how many texts your booking software includes, because some charge extra. Several of these run close to the limit once the names are filled in, so check before you send to a whole list.
Stop doing this by hand
Most booking software can send class reminders. What it usually can't do is answer the call you missed at 6.15pm. That text, and following up the trial client who went quiet, are the two I'd automate first.
Questions Pilates studio owners ask
Can I text a client who hasn't opted in?
Yes, if it's about a booking or enquiry they started. A promotion is different: it needs consent or the soft opt-in, and each one must offer a way out.
Are class reminders marketing?
A reminder of a class they've booked is a service message. It stays that way only if you keep promotions out of it.
Is a win-back text legal?
It can be, if it's your own past client, it's about similar services, they had a clear chance to opt out when you took their details, and every text carries an opt-out. If your old list doesn't meet that, you'll need consent.
Can I swap a free class for a Google review?
No. Google bans incentives for reviews. The CMA says incentivised reviews must be clearly identified, so don't do this.
Can I only ask my happy clients?
No. Google bars selectively asking for positive reviews. The CMA says encouraging only satisfied customers can amount to cherry-picking. Ask everyone.
David Bell, founder of Real Business Systems
David helps small UK businesses get found, answer every enquiry and keep customers coming back. We sell some of the services mentioned here, and we say so where they come up.
Sources
- ICO, electronic mail marketing (under review after the Data (Use and Access) Act 2025)
- CMA, fake reviews guidance (4 April 2025)
- Google, prohibited and restricted content
- Draft guidance on subscription contracts (October 2026)
- UK GDPR, Article 9
- Cochrane review CD007458, 2013 (healthcare, international)
Prices and rules change. Check the source before you rely on a figure. This is general information, not legal, tax or financial advice.