An effective personal trainer helps his clients meet their goals. Unfortunately, a customer who’s met her fitness goals may feel that she no longer needs the help of the trainer, making customer retention a big problem in the fitness industry.
As a business owner, you want to spend your time doing the things that earn you the most money. Marketing yourself to gain new clients helps you expand your business, but keeping the clients you have creates a more stable paycheck. Find the best ways to keep customers coming back for more.
4 Tips to keep your clients happy and stick with you
1. Goal Setting
Clients initially come to you with a specific goal in mind – wanting to lose weight or run a marathon, for example. These specific goals will help the person stay focused. To retain the client, though, encourage her to form new goals after she’s reached the first. That way, she’ll always want your help to get better or stronger.
2. New Routines
A client comes to you because she wants personal training, not the same thing that everyone else can get. If you give her a routine and then stand by at each session while she repeats the same moves, she’s going to start looking elsewhere. Changing her routine periodically not only prevents boredom, it shows you to be someone who is in tune with her needs and who can challenge her to go just a bit further.
3. Bulk Discounts
Business can ebb and flow, with big booms around the New Year or just before swimsuit season starts. Hook these customers in for the long term by offering discounts to those who commit to you for longer periods of time. For example, if your normal training rate is $40 an hour, you might offer the same services for $35 an hour to someone who signs a yearly contract, or $30 an hour to someone who purchases a package of 10 sessions upfront.
People often have valid reasons for wanting to stop training with you. When financial or time constraints pop up as the reason, offer the client an alternative. For example, someone who just can’t afford a one-on-one session anymore might still be able to afford a small-group session; someone who has trouble finding the time to meet with you once a week might be able to meet once a month to get a new routine. You still keep a portion of your income from that client.
Retaining a client is often as simple as listening to her true needs and responding to them. The key to keeping these people coming back for training is to make yourself or your gym an invaluable piece of the fitness puzzle.