If you run a boutique fitness studio, client retention should be your top priority. Do you have a strategy in place to keep your clients coming back? Are you working on keeping them happy and developing long-term relationships? Is client retention even on your radar?
If you answered no to any of those questions, you’re missing out on a significant opportunity to grow your business! Client retention is the key to a long and prosperous business.
What is client retention?
Simply put, client retention refers to the ability of a business to keep their clients over a period of time.
It’s an important factor because attracting clients is only half the battle! In order for your business and revenue to grow, you need to keep those clients coming back.
Why is client retention so important?
Client retention plays a key role in keeping more money in your wallet.
Benefits of high client retention:
- Repeat customers spend more money
- It costs you five times more to acquire new customers than it does to sell to your existing clients
- You can rely on returning clients to save you a hefty bill in marketing with their referrals and reviews
These are all important considerations when you are building your strategy.
Client Retention Tips
Now that we’ve covered why client retention is so important, let’s delve into how to implement it into your business.
Our experts have put together the following list of sure-fire ways to keep your clients happy – and to keep them coming back:
1. Make sure your brand is clear
A new client coming into your studio makes their first – and often last – impression when they walk through the door. Consider your brand. Humans are visual beings! Be sure that the aesthetic of your studio matches the image you want to project. Make your logo prominent and your colors front and center.
Is your logo in your signage? Does your décor match your brand? Is your company logo on your staff uniforms? All these elements provide a consistent, professional, and solid image. In short, this makes it look like you know what you’re doing.
2. A better front desk experience
Next up in a client’s visit: meeting your team! A smooth front desk experience is crucial to the success of your client retention strategy. Make this part of the customer experience as easy and seamless as possible.
Need a few tips to get you started?
- Put your best foot forward. This is done by hiring knowledgeable, efficient, and friendly front desk staff. There’s nothing worse than being on the receiving end of a slow greeting, lack of training, or a less-than-enthusiastic team member.
- Make your process as convenient as possible. Anticipate your visitors’ needs! Have all the information they may need handy. For instance, if you often have people asking about class times, consider placing schedules right at the front desk so they’re easy to grab and go!
- Try to avoid lineups. The front desk can get busy at the start and end of classes, but we are an impatient culture and waiting too long could turn some people off. Why not automate this process? Consider setting up a mobile system for your clients like WellnessLiving’s Achieve app: which allows your members to sign up, book classes, and even purchase merchandise on their phone.
These are just a few ways you can streamline your front desk to make your customers happy. And happy customers equal returning customers.
3. Get to know your clients
Building relationships is a smart strategy to propel your business to the next level and up your client retention. By getting to know what your clients are looking for, you can tailor your offerings to meet their needs.
One way to get to know your clients is by analyzing statistics. What classes have higher attendance rates? What merchandise items are flying off the shelves? Once you know what’s popular, you can adjust accordingly.
You can also ask for feedback from your clients. Nobody knows what they need better than they do! Choosing to solicit advice, comments or suggestions will have a positive effect on your business, in more ways than one.
First, you will be able to better meet your clients’ needs based on their suggestions. It’s one thing to try and guess what your clients are looking for, but you will save valuable time and money by just going right to the source!
Second, when people are asked for their opinion, they feel a sense of importance and satisfaction. By making your clients feel like you value their opinion, you start to cultivate respect and loyalty.
These tactics can help you identify the needs of your customers so you can build relationships (and keep customers) for life.
4. Reward their loyalty
Do you have a loyalty rewards program? If not, why not? A great rewards program works wonders for client retention.
So how does it work? Once you set up a loyalty rewards program at your boutique fitness studio, your clients can earn points whenever they complete a set action (such as buying merchandise, signing up for classes, writing online reviews etc.). Once they reach a rewards threshold of your choosing, they can redeem those points for rewards (such as free merch or a class discount). This motivates your current clients to spend more at your studio. And while they’re investing in your business, you’re building loyalty – the very core of client retention.
A word to the wise: make them earn it, but don’t make it too hard. Your program needs to be attainable to keep clients motivated, but not so easy that it doesn’t take enough time to build loyalty.
You also need to make sure that what you’re offering as a reward is enough to motivate your clients to participate! Be sure to get a feel for what will motivate them before you launch. What merchandise is the most popular? What class packages are crowd favorites? Offer discounts in beloved products as awards to drive participation.
5. Send win-back emails
Win-back emails are a chance to get in contact with clients who haven’t visited your studio in a while. It’s a great way to reach out and make contact with them again after a little break!
Send out “We miss you!” emails with an attached limited-edition offer. Or send membership renewal text messages to students when their term is almost up.
Everybody gets busy, and sometimes they just need a reminder – or an incentive – to come back and visit you again. Make this practice even easier by automating this part of the process with a business management software such as WellnessLiving.
By maintaining consistent communication with your members, you’ll start to see your client retention stats rise.
6. Mix it up but stay consistent
Wondering how you can mix it up but stay consistent at the same time? Let us explain!
You never want to dilute your brand, so if you’re a spin studio, stick with what you know and deliver on your promises.
But don’t forget to keep it interesting!
Clients who get bored with the same classes all the time will seek change in another studio. Why not add in a few classes or workshops that complement your area of expertise? For example, you might consider some specialty spin classes like hill training or speed skills. You might also consider a relevant workshop covering topics like stretching for cyclists or a nutrition workshop.
Test the waters with one thing at a time and you’ll learn how far you can go and see what your clients are interested in. Keeping them engaged and entertained will keep them coming back.
7. Provide superb customer service
At the end of the day, most businesses’ success or failure rides on whether they are able to consistently keep their clients happy. Providing an excellent experience, listening to their clients, building relationships, and offering consistency is what it all comes down to.
And don’t underestimate the power of superb customer service. If your clients are consistently greeted by friendly staff and taught by compassionate instructors, you can bet they are going to stay!
The Final Word on Client Retention
When you think about the fact that 80% of your future profits comes from 20% of your current clients, it really puts the importance of client retention into perspective!
Businesses rely on repeat business from great clients, and those clients expect an excellent experience. Maintaining high client retention is the best way to increase your revenue and build your business. Make client retention your top priority and simplify your life with a great software to manage it for you.