The Business of Boutique Fitness
583: Retention: The Reality and How to Change It
Oct 26, 2023
The hosts discuss strategies for improving member retention by building community, implementing referral programs, and tracking KPIs. They explore the impact of retention on mental health, importance of strategic planning and club culture. They also discuss strategies like goal-setting sessions and providing roadmaps for member retention in boutique fitness studios.
14:04
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Quick takeaways
- Building value, culture, and an amazing experience from the moment members express interest in joining is crucial for retention.
- Personalized milestone celebrations and community-building events enhance the sense of belonging and reinforce the culture of the studio, contributing to retention.
Deep dives
The Importance of Retention
Retention in studio fitness is a multifaceted process that involves various factors. Greeting members, hosting events, celebrating milestones, and offering referral programs are some of the intentional processes that contribute to member retention. Building value, culture, and an amazing experience from the moment members express interest in joining, through onboarding and daily interactions, are crucial. Tracking retention KPIs, such as net gain or loss, cancellations, attrition rate, average lifetime value, and member duration, provides valuable insights and helps identify gaps in the member journey.
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