Retention Invention: No Client Left Behind
It’s so easy for gym owners to focus on getting sales that they sometimes forget to spend enough time on keeping the clients they already have.
But to ignore retention is to invite failure. You need a system to ensure that you’re not leaving any client behind from month to month. Engage them continually so they stay longer, make more referrals, and spend more money.
Retention is one of the biggest indicators of how your business is doing, at any stage of its development. It’s important for a new business to bake retention strategies into its operations – and retention remains just as crucial for an established gym trying to grow or expand.
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Plus, we all work hard to acquire clients. It’s easier and cheaper to keep them than to replace them. And with a steady month-to-month client base, you have more stability in your revenue, you can plan with confidence, and you can build a better culture for employees and customers alike.
We created our No Client Left Behind system to give you the tools to engage them from the start and throughout their time with you. The system is easy to follow and based on just a few concepts.
Here’s the key idea: A client’s most critical phase with your gym is in the first 30 days. It’s easy to see why. He or she is coming into a new environment, learning new concepts, and applying them in ways that might be awkward. Change is hard for anyone.
So, you have to make it easy on them, particularly in the first month. That involves:
- An onboarding to welcome clients and establish expectations. You can’t let them feel like they’re wandering around in the dark.
- Weekly reports based on attendance that you use to follow up with people who don’t show. It demonstrates that you care and reveals potential problems early.
- Surveys also show you’re interested in the newcomer’s reactions and opinions, and they give great ideas for improving your customer experience.
If you provide a good, clear first 30 days, you’re on the road to long-term engagement. That’s when they love working out with you because they feel great about themselves. That’s when they bring in friends and family. That’s when your gym becomes a part of their lives.
But to start, of course, you evaluate a new client so you can provide the best, most personalized experience. And with the same goal for new gyms we work with, Fitness Revolution gives our newcomers a 10-question survey that takes just 1-2 minutes to complete so we can guide their gym to success. Take it here to get started.
Next week we’ll share seven tactics to keep your clients highly engaged so they’re less likely to leave and more likely to keep bringing you more revenue.