4 TH OCT 2019

The average attrition rate of health clubs and fitness studios is over 28%.

It might not seem like a lot, but it means that you could be losing over a quarter of your members each year. So what can you do about it?

There are several ways to improve member retention at your fitness studio. But one of the simplest is to practice world-class customer service.

Stick around and we’ll show you how it’s done.

1. The Personal Touch

There is nothing worse than bad customer service. It can have an immeasurably negative impact on your business and drive customers away. One way to combat it is to take your training up a notch.

Customers will attend your fitness studio for a number of reasons. Whether they’re there just to have fun or because they want to see serious gains, it doesn’t matter. Take the time as a fitness instructor or trainer to understand each of your customer’s personal needs and goals.

This can include tailoring sessions and classes to meet their needs or coming up with fitness plans to help them get the most out of their time at your studio. If you’re really looking to practice world-class customer service then consider working with them on a nutrition plan. Customers will, more often than not, appreciate the time you’ve taken to work with them personally.

Also, remember people’s names. We can’t stress that enough. If you aren’t good with names, now’s the time to get better.

2. Listen

It seems obvious, and it really should be. But oftentimes it isn’t. We’ve all been to gyms or fitness studios where the trainer is so busy with their own agenda that they ignore the customer’s needs.

This can range from not listening to feedback about classes to pushing people too far past their limits. This goes for everyone from the owner, to the trainers, to the guys and gals manning your front desk. Listening (and listening actively) to your clients is a golden rule in customer service that is too often overlooked.

3. Make It Fun

Of course, you are going to have people who want nothing out of your fitness center other than pure gains. They want to shed weight or pack on muscle and will have their headphones in from start to finish.

Those people can be intimidating for other clients, but everyone has a right to be there. Keep a keen eye on the types of people who visit your fitness studio and tailor your approach to them accordingly.

Some clients will be put off by the people who are there working hard. Ensure you remind them (through words and actions) that your studio is a fun and inclusive place. No matter what their reason for being there is, they are welcome regardless.

4. Everyone Is Important (Not Just The New Clients)

It’s so easy to prioritize new clients. You see someone come to one or two classes and you never see them again and you worry about retention figures. You can avoid that kind of thing with the other tips in this list, but don’t forget one of the most important aspects of any business.


Take the time to recognize your long-standing and loyal members. Consider a reward program for longevity of goals achieved during their time with the studio. No one is more important than anyone else at your fitness studio. However, incentives for the long-standing members might just encourage new members to stick around.

5. World-Class Customer Service Starts With You

Imagine we’re pointing at you right now.

It doesn’t matter if the person reading this is the owner of the studio or a part-time employee working weekends. World-class customer service needs to become part of your fitness studio’s ethos. It only takes one weak link in the chain.

Practice a heart-warming smile. Remember your customers’ names. Apply the personal touch. Walk the space with them, never point. It’s all so important in client retention and will go a long way towards making their experience at your fitness studio a positive one.

Survival of the Fittest

You’d be amazed just how far ahead of the competition you can get by simply being better at providing world-class customer service. Make a lasting commitment to your clients today and we promise you, you won’t regret it.

Are you looking for more great customer service tips in your industry? Do you need personalized customer service insights for your business? Get in touch now and find out how we can help.