Tricks to Keep Customers Longer & Stop Cancellations

Churn and cancellations can make it feel like you are constantly fighting for new business.

You are probably putting tons of effort into coming up with the best nutrition and workout plans for your clients and getting insane results for clients…

But people keep canceling. 😔

It sucks, I know. But we are going to fix that today.

The gyms that implement these five strategies saw a 67% drop in attrition. This means that their clients stay members and continue paying for 3 times as long!

We also teach all of these strategies and more inside of our brand new free Skool group made exclusively for Gym Owners that you can join right here.

We call this strategy set the “5 Horsemen of Retention”

Let’s dive into the first. 👇

#1 Tracking Attendance

The first thing we noticed in gyms with less than 5% attrition is that they ruthlessly tracked weekly attendance, and used those metrics strategically. They would have their members check-in for classes and use their CRM to track attendance and generate reports of who is and isn’t showing up.

Now, here is the key. On Thursday these gyms would print out a report of who didn't show up Monday, Tuesday and Wednesday. On Thursday morning a team member would call these members to check in, motivate them, and schedule their next class.

This strategy ensured that the members were ok and being held accountable to their goals. Encouraging regular attendance helps members see results and value their investment.

#2 Texting Clients

The second strategy is texting clients twice a week (at a minimum), not just those who missed classes, but all clients.

The goal is to check in and see how members are doing and feeling. Examples of quick texts include:

- "Hey, how was your workout?"

- "Hey, great job today! You crushed it. Awesome work."

- “Hey! Are you struggling with anything lately? Or feel like you are progressing smoothly?”

Successful gyms use this method to maintain relationships and stay top of mind. A text is a quick, non-intrusive way to keep in touch with members.

#3 Handwritten Cards

Yes, I know. Some of you reading this immediately are thinking “this is going to be so hard and take up a ton of my time!”.

I know this strategy can't be automated, but gyms that put in this effort dominate their competition. A handwritten card, especially nowadays that is personalized, goes a LONG way.

Assign this task to yourself or a staff member. Write a handwritten card to each member every month. To manage this workload, divide your members into four groups and write cards to one group each week.

A sample message might be:

“Great work this month, Susie. We love seeing you in the gym crushing your workouts every week. Keep it up in September!"

Personalize the card by mentioning a PR, a birthday, or any notable achievement.

#4 Hosting Events

Successful gyms hold events every four to six weeks. These don't need to be expensive.

Some ideas include:

- A member potluck at the facility, a park, etc.

- An internal fitness competition

- A holiday party

- Meeting at a restaurant, bar, or going for a hike

Members are more likely to stay if they've made friends and feel connected.

#5 Exit Interviews

Every client who wants to leave should be asked to participate in an exit interview. In these interviews it is important to ask:

- Why are you wanting to leave?

- How did we fall short?

- How can I help you achieve the results that you want?

This is your chance to win them back by improving their experience and taking accountability for any shortcomings. This isn't about tricking them into staying longer but about understanding how you can better serve them and future clients.

Additionally, offer the member another 30 days free and ask if they would stay if you can help them achieve their goal within that time.

So there you have it, 5 ways that I guarantee will improve attrition and keep customers longer IF you implement them.

ACTION ITEM: Write down which method you are going to implement first, and hold yourself accountable.‍

Let's grow!

Cale

CEO of Gym Launch

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Tricks to Keep Customers Longer & Stop Cancellations