Client Retention - The Time Is Now!

It's now Autumn.. you have only a short time until the months get cooler and the days get shorter and during this time it's expected people will drop off and new sign ups will be scarce. So, now is the time to ensure you have a strategy for maintaining your client base... the focus is now on Customer Retention!

As we've discussed, keeping your current members happy is far more important than spending time and money attracting new members.

In the quest for new members, too many Fitness business owners overlook the importance of keeping existing members involved and satisfied. This group is your cash cow! They have already proven that they are willing to spend money on your services. Keep them involved, keep them spending money, and keep them happy. It is seven times more expensive to attract a new member than it is to simply hang onto an existing member. Plus, happy members refer new members to your business…at no cost to you!

Don’t be of the mindset that now that you have a person under contract, you don’t have to pay attention to them anymore. Paying attention to your existing members is well worth the time and effort.

The Retention System

As you already know, I'm a big fan of lists and systems and for the benefit of this article on retention I get to combine my love of both.

My Top Ten Tips for Retaining Customers:

- Understand your customers' needs by communicating with them regularly (Surveys, suggestions, panels, talking to them!)

- Track and record key interactions with each member

- Reward your loyal members (Long term incentives)

- Incentivize your members to refer their friends (free training, cash prizes, massages etc) Example here

- Recognize achievements privately or publicly (gym related and otherwise)

- Go above and beyond - be professional and deliver a top class service (give out information handouts, regular e-news, youtube videos, merchandise) Examples here

- Keep services easily accessible (make sure people find it easy to participate)

- Systemize member interaction in the gym (Get them engaged via social functions or in house competitions)

- Make staff ‘accountable' for attrition (Reward & recognize your staff for keeping members)

- Provide a range of results measurement tools (Help set and reach goals)

Obviously, by systemizing these activities you can make everyone's life easier, ensure they are done according to protocol, and effectively bolster your retention efforts.

Good luck!