Year-Round Retention: Crafting the Ultimate Client Journey

Retention is one of the most critical—and often overlooked—aspects of running a successful gym. While January often brings an influx of new members, the challenge lies in ensuring these joiners stay long enough to become loyal advocates for your club.

The key to retention is simple but not easy: deliver an exceptional experience from day one. The first 90 days are particularly crucial, as this is when members form their habits and opinions about your gym. If you’re not making an effort to build relationships, provide value, and demonstrate how your gym can help them achieve their goals, they may disengage before you've had a chance to make an impact.

Why the First 90 Days Matter

Studies show that most new gym members who quit will do so within their first three months. This statistic highlights the importance of creating a strong onboarding process that introduces new members to your services, builds trust, and keeps them motivated.

Retention starts with understanding what your members need. New joiners often come with clear goals but little confidence in how to achieve them. Your job is to be proactive in showing them that you have the resources, knowledge, and support they need to succeed.

Building Strong First Impressions

A member’s first visit can set the tone for their entire experience. From the moment they walk through your doors, they should feel welcomed and supported. Introduce them to your team, walk them through your services, and ensure they leave with a clear plan for their fitness journey.

It’s vital to connect members to the services that will support their goals early. Whether it’s personal training, group classes, or nutritional advice, your team should actively guide members towards the tools and resources they need to thrive. This is also a great opportunity to provide value-driven freebies like nutrition guides, training e-books, or recipe books. These tools demonstrate your commitment to their success and help build trust.

Communication Is Key

Many gyms fall into the trap of waiting too long to communicate with members. If new joiners aren’t accustomed to receiving your emails, texts, or app notifications early on, they may ignore important updates or offers when you send them later.

Effective communication should start immediately. A simple email thanking them for joining, followed by weekly check-ins during their first three months, can make a significant difference. Share tips, celebrate milestones, and provide helpful content like workout plans or wellness advice. These touchpoints keep members engaged and reinforce their decision to join your gym.

Establishing a Routine

Helping members form a routine is another essential retention strategy. Offer new joiners a complimentary fitness assessment or consultation to discuss their goals and create a tailored plan. Encourage them to commit to regular visits by signing up for classes or booking personal training sessions.

Introduce members to your staff early and often. Building relationships with trainers, front-desk staff, and even other members fosters a sense of community and accountability, both of which are critical for long-term retention.

Going Beyond Fitness

Retention is about more than just workouts—it’s about building a community where members feel they belong. Host events, run challenges, and create opportunities for members to connect outside of the gym floor.

For example, a 30-day nutrition challenge in February can keep January joiners motivated and engaged. Offer prizes, celebrate achievements, and showcase their progress to make them feel part of something bigger than themselves.

Key Actions for Long-Term Retention

1. Create a comprehensive onboarding process that introduces members to your staff, services, and facilities.
2. Focus on early communication by sending regular emails and texts during the first 90 days to keep members engaged.
3. Provide valuable resources like nutrition e-books, workout guides, and recipe books as part of your onboarding.
4. Encourage routine building through personalised fitness plans, class sign-ups, or regular trainer check-ins.
5. Foster connections by hosting events, running challenges, and creating opportunities for members to interact with staff and each other.
6. Use automation tools to streamline communication and follow-ups, ensuring no member falls through the cracks.
7. Track engagement data to identify members at risk of leaving and proactively re-engage them.
8. Offer exclusive perks for new joiners, such as discounts on personal training or free access to premium classes.
9. Celebrate milestones like their first month or first 10 visits to reinforce positive behaviour.
10. Solicit feedback to understand what’s working and what can be improved.

Conclusion: Your Role in Retention

Retention isn’t just about keeping members; it’s about helping them succeed. By crafting a thoughtful client journey that begins with a strong onboarding process and continues with meaningful touchpoints, gyms can build loyal communities that thrive year-round.

At Black Raccoon Consulting, we specialise in designing bespoke retention strategies tailored to your gym’s unique needs. Let’s work together to ensure your members stay longer, achieve their goals, and become ambassadors for your brand.

?? Email: [email protected] ?? Website: www.blackraccoon.org ?? Call: 07929369658

Let’s create a client journey that sets your gym apart and keeps your members coming back.