insights for success

It’s actually way easier, and less expensive to retain a client than it is to get a new one. You don’t want to have what we call a "leaky bucket"—you’re constantly pouring in new clients, but they’re slipping out the other side because you’re not giving them enough attention to stick around. You need to think about the entire client journey, not just the onboarding. What happens after that honeymoon phase? How are you keeping them engaged, happy, and coming back for more?

CUSTOMER RETENTION IDEAS FOR SHORT PROGRAMS

Let’s say your typical client sticks around for about three months to hit their goals. How do you keep them not just satisfied, but delighted throughout their entire time with you? Here are some ideas to make your client journey stand out:

1. Personalised Check-Ins: Beyond the standard weekly check-ins, surprise your clients with a personalised email or message mid-week. It could be a quick note saying, “Hey, just thinking about you—how’s that new workout plan treating you?” This makes them feel valued and shows that you’re genuinely invested in their progress.

2. Monthly Progress Reports: Put together a slick, visual report of their progress at the end of each month. Include their achievements, improvements, and even areas to focus on next. Make it look professional, almost like a little trophy of their hard work. It’s a small thing, but it reinforces their progress and commitment.

3. Exclusive Content: Give them access to exclusive content that’s only available to your current clients. This could be a behind-the-scenes video, a special podcast episode, or a webinar featuring an expert in the field. Make them feel like VIPs with access to insider info.

4. Surprise and Delight: Out of nowhere, send them a small, unexpected gift—a branded water bottle, a free recipe eBook, or even a discount on their next package. The key here is that it’s unexpected and makes them feel special.

5. Client Spotlights: Feature a “Client of the Month” on your social media and in your newsletters. Celebrate their progress, share their story, and give them a bit of the limelight. It’s great recognition for them and shows your community that you value every client’s journey.

CUSTOMER RETENTION IDEAS FOR ON-GOING MEMBERSHIPS

Now, if you’re running classes and you want to keep clients coming back for a year or more, you need to think even further ahead. Here are some strategies to keep your clients engaged long-term:

1. Seasonal Programming: Change up your class offerings every season. Keep things fresh and exciting so your clients have something new to look forward to. Maybe introduce a winter boot camp, a spring yoga series, or a summer HIIT challenge. This variety keeps them from getting bored and adds value over time.

2. Membership Perks: Offer a membership option that includes added perks—early access to new classes, discounted rates on workshops, or even a free personal training session every quarter. Give them reasons to stay committed to their membership beyond just the classes.

3. Client Appreciation Events: Host special events, either in person or online, to show your appreciation. Think wine and workout nights, healthy cooking classes, or even a client appreciation party. These events build a sense of community and loyalty.

4. Referral Programs: Encourage your current clients to bring their friends and family with a referral program. Offer a discount or a free class for every new client they bring in. This not only grows your client base but also rewards your existing clients for their loyalty.

5. Personal Progress Plans: For clients who attend regularly, create a personal progress plan. This is a long-term roadmap that sets goals for the year and tracks their progress. It could include regular fitness assessments, milestone rewards, and personalised advice.

6. Client Workshops: Every few months, offer exclusive workshops that dive deeper into topics your clients are interested in. This could be a nutrition workshop, a mental wellness seminar, or a specialised fitness training. It shows you’re invested in their overall well-being, not just their attendance.

7. Flexible Membership Options: Life happens, and clients might need to pause or switch things up. Offer flexible membership options to accommodate their needs, whether it’s a short break, changing class types, or adjusting schedules. Flexibility shows that you understand and care about their circumstances.

The main point to all of this is, don’t just think about getting people in the door—think about how you’re going to keep them there. Create a journey that’s rich with engagement, support, and unexpected delights. Make your clients feel like they’re not just another number but a valued part of your community. The more thought you put into their experience, the longer they’ll stick around, and the more they’ll rave about you to others.