Everyone talks about retention, but how many people actually have systems in place to ensure they reap maximum reward from what should be the lifeblood of their businesses?

10%?

Probably 10% at best.

Most fitness business owners approach to retention is this: “If I’m getting my clients great results they won’t leave.” I don’t think I’d define that as a systematic approach.

We all know (at least I think we do) that it’s much more expensive to acquire a client than it is to keep one. So why so little attention to keeping them and so much to new business?

Well, it wouldn’t be fair for me to point out the wrong way without providing an alternative, now would it? So here are some tips for improving your retention:

Retention

  1. Learn everything you can about your clients. Brian Calkins (one of the smartest trainers anywhere) created a form modeled after Harvey Mackay’s “Mackay’s 66”- a questionnaire in his book Swim With the Sharks Without Being Eaten Alive. Brian and his staff know everything from their clients’ anniversaries to their favorite music.
  2. Use what you learn. Send cards and notes during special occasions. Play client’s favorite music when they’re training (when you can), mention family members by name. People love special attention. Give it to them.
  3. Relentless Contact. Dan Kennedy suggests contacting your clients at least 26 times per year outside of the times they are actually doing business. Send multiple weekly email newsletters, send the cards and notes in just mentioned. Have special client appreciation events. Make them really appreciate doing business with you.
  4. Use the “Velvet Rope.” Ryan Lee and Jim Labadie really pushed this concept in the past and it’s brilliant. Make clients feel fortunate to be able to do business with you. If they don’t take you for granted, they’re less likely to leave.
  5. Clients must make commitments. If you’re clients are on contracts they are automatically retained. 80% of your clients should be on 3-12 month contracts. I believe that Alwyn Cosgrove only offers 3-month and 12-month programs. There is some piece of mind with this approach. If you’re not constantly having to re-sell them, you can focus on getting to know the clients and develop a long-term strategy for getting results.
  6. Develop User Friendly Membership Options. Remember, times have changed. Clients now have a variety of options so just offering training alone will not stand out. Offer “continuous success” programs where you’ll meet with people and provide program design, nutrition coaching and assessment on a monthly basis. Do your best to add as much value to your memberships as possible. By being customer centric, you can definitively increase your average client lifetime which equals to increased success in your business!

This is only scratching the surface, but I think it’s a good start.

Retention is so important to fitness business success but it’s more than just keeping a client, it’s about the value of ONE as outlined here.

Serve your clients and they will serve you.

To your success,

Pat Rigsby

P.S. If you are looking for the #1 Retention Tool for your fitness business, then look no further!

Check out the Client Combine Blueprint

P.S. Whenever you’re ready… here are 4 ways I can help you grow your coaching business:

Get more quality leads consistently…and get the proven blueprint for exactly how to convert them to paying clients.

We give you the tools & the coaching in the industry’s first ‘done with you’ lead generation & conversion program.

If you want to try FLA send me a message here with ‘FLA’ and I’ll get you all the details.

If you would like to get access to more resources & tools than most franchises provide and join the top private community of fitness business owners in the world, you can ‘test drive’ Virtual Fitness Mastermind.

If you’re interested – send me a message with ‘VFM’ in it here.

If you’d like to boost your monthly recurring revenue by at least $4000 / mo [guaranteed], we can help.

Work with me & my team to grow your clientele and monthly recurring revenue by building a few ‘producer’ habits and putting some simple marketing & conversion systems in place that attract the right people into your business.

Plus, there’s zero risk. We’ll create enough new revenue in month one to cover the program, or we’ll give you your first month’s fee back.

If you’re interested – send me a message with ‘BGA’ in it here.

If you’d like to work directly with me and my team to earn more income, have more impact and enjoy more freedom… just send me a message here and with the word ‘Private’, tell me a little about your business & your goals and I’ll get you all the details!

P.S. Whenever you’re ready… here are 4 ways I can help you grow your coaching business:

1 – Join Fitness Lead Academy.

Get more quality leads consistently…and get the proven blueprint for exactly how to convert them to paying clients.

We give you the tools & the coaching in the industry’s first ‘done with you’ lead generation & conversion program.

If you want to try FLA send me a message here with ‘FLA’ and I’ll get you all the details.

2. Get 30 days of Virtual Fitness Mastermind For Just $1

If you would like to get access to more resources & tools than most franchises provide and join the top private community of fitness business owners in the world, you can ‘test drive’ Virtual Fitness Mastermind.

If you’re interested – send me a message with ‘VFM’ in it here.

3. Increase Your Monthly Revenue with Business Growth Accelerator Program.

If you’d like to boost your monthly recurring revenue by at least $4000 / mo [guaranteed], we can help.

Work with me & my team to grow your clientele and monthly recurring revenue by building a few ‘producer’ habits and putting some simple marketing & conversion systems in place that attract the right people into your business.

Plus, there’s zero risk. We’ll create enough new revenue in month one to cover the program, or we’ll give you your first month’s fee back.

If you’re interested – send me a message with ‘BGA’ in it here.

4. Work With Me and My Team Privately.

If you’d like to work directly with me and my team to earn more income, have more impact and enjoy more freedom… just send me a message here and with the word ‘Private’, tell me a little about your business & your goals and I’ll get you all the details!