Who in your business is responsible for client retention? If you are a sole owner/operator you know that you retain your clients based on your ability to maintain great relationships and deliver the results they are seeking. Your actions alone (personality, coaching style etc) affect your ability to retainyour clients. If you own a CrossFit gym, yoga studio or other fitness based business and you employ even a single staff member to help coach classes, you as the owner are no longer the solefactor contributing to client retention. Your whole team becomes retention specialists.
As your instructors coach, they too form relationships with your clients and contribute either positively or negatively to retention. Sure, you may have one staff member who is responsible for calling or reaching out to folks who haven’t attended in the last week - and yes, those phone calls and emails do help keep your clients engaged. But, that’s just one piece to the retention puzzle, as every interaction a client has with a staff member contributes to his or her feeling about your business and has an effect on whether or not that client chooses to stay.
This is particularly important for fitness based businesses where clients are interacting with your staff and your business multiple times a week. You might visit your hair salon once every 8 weeks for your cut and color, but fitness clients are frequent visitors, coming two, three, even 6 days a week! These frequent interactions cumulatively affect the client experience and ultimately your retention rates.