3 Ways to Keep Resolutioners Motivated at Your Fitness Studio
By Denise Prichard
Now that 2020 is here, you’ve probably noticed an influx of new fitness clients at your studio. The resolution rush is real, folks.
With half of Americans saying they want to work out more in 2020, fitness businesses have a huge opportunity to grow their customer base with these newly inspired fitness warriors. However, the reality is, 80% of people give up on their resolutions after the first two months of the year.
Why? Well, a variety of factors contribute to someone’s resolution tapering off—but it often boils down to a lack of accountability and motivation.
What does that mean for your business? Now is the perfect time to develop a plan to keep these “resolutioners” as engaged throughout the whole year as they were on January 1.
Not sure where to start? Have no fear, we have a few tips to help your clients stay on-track.
1. Create a sense of community
You know what they say—your vibe attracts your tribe. It should come as no surprise that one of the most effective ways to turn a new client into a loyal one is by making them feel like they belong. The good news is, there are simple ways to make sure each client feels like they’re a part of your fitness family.
To start, train your front desk to greet every client and remember their name. When a client is consistently recognized, they’ll feel special each time they set foot in your studio.
The same goes for each one of your trainers or instructors. There’s nothing more motivating than having an instructor shout out your name in the middle of a group fitness class (especially when you’re crushing it), right?
Finally, encourage clients to connect with one another. Introduce new clients to existing members, create partner-based workouts or challenges, and/or host community events outside of your studio. Creating a connected community can have a huge impact on your client retention strategy.
2. Host fun challenges
Who doesn’t love a little friendly competition? Creating challenges for your clients offers a fun in-studio experience, encourages a sense of community, and is likely to offer a healthy boost to client retention rates.
The goal here is to help clients commit to a consistent workout schedule. Creating challenges throughout the year, and awarding prizes to those who complete it, can help clients stick to their fitness goals and keep classes full. Just make sure the rules to these challenges are obtainable.
For example, if you’re doing a 30-day challenge, it may be next to impossible for clients to show up daily for class. After all, life gets in the way. Plus, overtraining, even for a month, can lead to burnout and/or injuries.
Instead, award clients who show up at least 10 times for class that month with a discount on their membership for the next month. Or, set up a tiered rewards system based on how many times people show up for class.
Come to at least 10 classes and receive 10% off next month’s membership
Come to at least 15 classes and receive 15% off next month’s membership
Come to at least 20 classes and receive 20% off next month’s membership
Bonus: Does your studio use FitMetrix by MINDBODY? If so, you can set up your own in-class competitions that build community and encourage extra effort during workouts. Clients can view their results in class and even receive rewards for their performance.
3. Keep clients on their toes with new classes
As a studio owner, you know that fitness trends are always changing. One day we’re dancing our butts off in ZUMBA®, the next day we’re catching our breath in a HIIT class.
One way to keep things interesting at your studio is by adding new offerings on your schedule.
To get started, survey your community and ask what types of classes they’d like to try. Then, have fun experimenting.
Let’s say you own a yoga studio that primarily focuses on high-energy Vinyasa classes but have noticed some of your new resolutioner clients talking about wanting to try something a little bit more relaxing like Yoga Nidra or a Candlelight Flow class.
Or maybe you’ve noticed the yoga studio down the street is already offering these types of classes and has a full house each time.
You don’t have to do a complete overhaul of your existing schedule—start off small. Add one new weekly class and if attendance remains steady, keep it on the schedule. If not, be like Elsa and just let it go and try something else out.
Remember, variety is the spice of life—and it can also be your ticket to retaining (and attracting) more clients throughout the year.
Retaining resolutioners is no easy feat—but these tips can help you engage with your clients and encourage them to stay loyal into 2021, and beyond.