Paid vs Free Trials: Which One Is Right for You?

The kind of trial you offer says a lot about your business and the kind of people you attract.

When running a martial arts academy, it’s important to be able to create the right sales funnel for your business and there is much debate as to whether or not you should be using paid vs free trails to get people in through the door.

So the question is: do you go with a free trial, or do you ask people to pay?

Let’s talk it through.

What actually is a free trial?

You already know this one. A free trial is when someone gets access to your academy, your product, your service, your coaching for a set amount of time, without paying a dirham.

You’ve seen it everywhere. SaaS tools offering 14 days free. Martial arts academies letting people try out a week’s worth of classes. Online courses giving away the first module.

And to be fair, it works. Sort of.

The idea is simple. You let people test the waters, then hope they stick around after the free bit runs out. Paid vs free trials are something that businesses grapple with and test variations of everywhere.

Why people love free trials (and why they can be a trap)

Free trials feel easy. They drop the barrier, reduce friction, and make it super simple for someone to say “yes” without really saying yes.

If your goal is to build a big email list, or test something new and collect feedback, free trials can be golden.

But here’s the problem: most people who sign up never even show up.

They ghost. They binge. They browse. But they don’t convert.

And if you’re running a high-touch business where your time, energy, and team are involved? That free trial is draining your resources for zero return.

Just take a look at this piece on Why Smaller Martial Arts Class Sizes Means Bigger Profits For Your Academy. You’ll see exactly why packing your funnel with unqualified leads doesn’t end well.

Enter the paid trial

A paid trial is the same idea but with skin in the game.

You charge something. Doesn’t have to be massive. AED 49. AED 99. Even AED 10. The point is, they’ve got to put some value on the line if they want access.

What changes?

Everything.

People who pay, even a tiny amount, treat your offer differently. They pay attention. They engage. They ask better questions. They actually show up.

Because they’ve committed. The problem is, a lot of martial arts businesses are so desperate to get new members in the door they are afraid that a paid trial will scare people off. In fact it’s quite the opposite.

Why paid trials make sense (especially if you’re tired of being ghosted)

You don’t need thousands of people signing up. You need the right ones.

With a paid trial, you’re not just collecting names. You’re starting a relationship.

You’re also instantly qualifying people. If someone won’t pay AED 29 for a preview, they were never going to drop AED 1,500 on your full programme. And that’s fine. Now you don’t have to spend time chasing them.

It’s one of the reasons we always recommend paid trial systems for coaching businesses, high-end memberships, and martial arts academies. When looking at paid vs free trails, it seems like a bit more of an obvious choice as it potentially provides an additional revenue system before someone becomes a member.

If you’re looking to shift away from time-wasters and start building serious pipelines, read this one next:
How to Build a Martial Arts Offer That Sells Like Clockwork.

So which one actually converts better?

It depends on what you’re measuring.

Free trials usually bring in more people. But they convert worse. You’ll get lots of tyre kickers, browsers, and people who were never really interested.

Paid trials bring in fewer people but those people are far more likely to convert into long-term clients or members.

A free trial might have a 10 to 20 percent conversion rate. Paid trials? We’ve seen conversion rates as high as 87 percent when you follow up properly.

So you’ve got to ask yourself: do I want a lot of people signing up… or a lot of people sticking around?

Don’t make this mistake with your trial

Here’s what people get wrong when considering paid vs free trials: they give away too much, too soon.

Whether you’re doing a free or paid trial, the goal isn’t to deliver everything. It’s to give just enough of a taste that the person sees the value, builds some trust, and wants to continue.

The moment you give away the full experience, there’s no reason to upgrade.

If you’re wondering how to build the right kind of structure that keeps people engaged long after the trial is over, this is essential reading:
Build a Class Structure That Drives Retention.

 

Can you do both?

Actually… yes.

There are hybrid models that work really well. A few options you could try:

• A free trial with card details required
• A small AED 100 setup fee to access a week of classes
• A paid trial with a 100 percent money-back guarantee if they’re not happy
• A fee for booking the trial which is later refunded against the membership if they sign up.

You’re still keeping the barrier low, but you’re adding just enough friction to make sure only the serious ones step through.

When free makes sense

If you’re just starting out, testing a new product, or trying to build volume quickly, then free trials can work.

Same if your product or service is super low-ticket and doesn’t cost much to deliver.

Let’s say you’re offering an entry-level online course or a self-serve digital platform, free trials can help you reach more people without overwhelming your operations. Be careful when testing paid vs free trials at this stage though. Providing too much value for nothing can have a negative impact later on as customers may take your service for granted.

Want to see how community events tie in with free offers? Check this out:
How to Turn Dojo Events Into Community Highlights.

When paid is the smarter play

If your offer requires real time, energy, or team involvement, don’t go free.

That includes coaching programmes, consulting packages, personal services, or premium memberships.

You don’t want people “trying it out”. You want people who already see the value and are leaning in.

That’s why so many martial arts academies have shifted to offers like “AED 99 to trial a week’s worth of training.”

Even better? Add a free uniform or onboarding gift. It increases perceived value without cutting into your time.

What happens after the trial?

Here’s the bit most people miss.

The trial is just the beginning. What happens after is where the magic happens or doesn’t.

You need a clear upgrade path. A follow-up sequence. A call to action. Something that makes it obvious what comes next and why they should stick around. Compating paid vs free trials means very little if you haven’t got a killer sales process to help convert potential new members.

This is where having proper systems in place helps you scale smoothly without dropping the ball.
How to Build a Martial Arts Academy That Scales Without Burning Out.

Examples of paid trials that actually work

Let’s keep it simple.

• AED 99 for a 30-minute consulting session
• AED 100 setup fee for one week of unlimited classes

None of these feel like a big risk to the customer. But they’re powerful enough to start a real relationship.

So… paid vs free trials?

There’s no one-size-fits-all answer. But here’s the honest truth:

If you’re trying to build a serious business, with serious clients, where time and energy matter… go paid.

You’ll filter better. You’ll convert stronger. And you’ll actually enjoy the process.

If you’re still in the testing phase or trying to scale volume quickly, free trials can work but make sure you’ve got boundaries in place.

The best next step? Compare paid vs free trails. See what the numbers tell you. Then double down on what works.

FAQs

Should I collect card details for a free trial?
If you want to filter your leads better, yes. If you just want volume, skip it.

Can I offer both free and paid trials?
Sure, but pick one to focus on. Don’t make it complicated.

How long should a trial be?
3 to 7 days is plenty. Even one session is usually fine. You don’t need to give them a full month to make a decision.

Will a free trial make my offer look cheap?
Only if you present it poorly. Time-limit it. Add bonuses. And frame it as exclusive access.

How do I turn trial users into paying clients?
Have a system. Reminders. Emails. A call. A next-step offer. Don’t leave it to chance.