We all got into this industry because we care deeply about helping people and making a meaningful difference in their lives. But the reality is, it’s very hard to do that, and to build a sustainable, fulfilling career if we don’t have full schedules and a livable income. The sad reality is that the average trainer only last 6 months in our industry because they can’t get enough clients to earn a good income. It’s our mission at NWPT to help our clients, but also help each of our Personal Trainers to be as successful as they can be. I’ve found it takes at least a year for a trainer to develop a clientele base and start to gain momentum in their career and if we can help you get their faster, that will give you the confidence to really thrive!
Client Retention is Key to Success
Client retention is the key to longevity and success as a personal trainer. It’s expensive and exhausting to constantly chase new clients. None of us want to be a “revolving door” trainer where clients come and go every few months. The big question is: How do we continually show our value so clients want to stay with us long-term?
12 Client Retention Strategies for Personal Trainers
After working in the fitness industry for 37 years, here’s what I see the most successful trainers do…including our trainers at NWPT who regularly have a full schedule:
1 – Results
This goes without saying, but you must deliver results. Understand what matters most to each client and create a concrete, personalized plan to help them achieve it. Strength, weight loss, energy, mobility, confidence…know their “why” and coach with purpose.
2 – Accountability
Your value goes beyond the 30 or 60 minute session. Are you checking in on their solo workouts, nutrition, sleep, and stress? Provide the structure and accountability they need to succeed and can’t provide for themselves. Use our app to track habits and make this easier for you to provide that needed accountability.
3 – Reporting Progress
Highlight progress every single session. Point out increased reps, load increases, better endurance, reduced rest time, PRs, and milestones. Do regular assessments (like our Olympic challenge) every couple of months and show them how far they’ve come. Make progress undeniable.
4 – Future Talk
Plant the vision. Talk about what they’ll be able to do in the future: ie “One day you’re going to be able to do pushups from your toes”, “You’ll be doing a full chinup within a year”. Discuss next training phase, and new goals. Perhaps help them set an event goal like a 5k, a triathlon, an adventure race or a competition if that’s their thing. Keep them excited about what’s ahead.
5 – Fun
Make sessions engaging and creative. Notice what lights them up…boxing, ladders, ropes, games…and bring that energy. Training should be something they look forward to.
6 – Relationships
Do your clients like you? They will be unlikely to want to continue spending money if they don’t enjoy their time with you. Get to know them. Learn about their family, travel, interests, and important dates. Write these down. People don’t care how much you know until they know how much you care.
7 – End of Session Experience
Finish strong. Stretch them out, use the massage stick or massage gun, and end on a pampering note. Clients often say this is their favorite part of their sessions – make it memorable.
8 – Referrals
When clients love you, encourage them to bring in friends and family.
9 – Develop Friendships
Introduce clients to other clients and trainers. Your clients should know everyone else they are training with at the same time. Build community. When people feel connected socially, retention skyrockets. When they have friends at the studio, they aren’t going anywhere else!
10 – Difficult Conversations
Regular late arrivals, cancellations, and no-shows are red flags. Address it early. Ask what’s going on, how you can better support them, and adjust their program. Don’t wait until they disappear.
11 – Show Appreciation
Tell clients how much you enjoy training them and how much you appreciate that they’ve chosen you to oversee their health and fitness program. Gratitude goes a long way.
12 – The Value of a Trainer
On occasion point out that they are thriving with the accountability that a trainer provides. Let them know they aren’t alone and that studies show that people who train with a trainer have better form, push a little harder and experience better results than those who don’t. Training with a trainer is a very wise investment in their overall health with incredible ROIs.
Make these retention strategies a daily priority and I am confident that your Personal Training career will be a success.
Our goal here at Northwest Personal Training is not just sessions…it’s relationships, results, and long-term impact. We strive to be the trainers clients never want to leave! Try this at your facility and with your clients and watch the positive results roll in for your clients and your business.
Yours in health, fitness & business,
Sherri McMillan
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5 Daily Habits That Make Personal Trainers Successful
