The fitness industry has taken a big hit during the last several months.
Like many studio owners, you might be wondering how to keep your studio thriving during this difficult moment in history.
The first step, studio owners, is to keep the clients you have. Retention is of the utmost importance right now.
We’ve got a lot of thoughts on how to retain your members and keep them engaged. (And we’ve even got some advice on how to grow your fitness studio business during the pandemic!)
Let’s start with retention.
A 3-Pronged Attack for Retention
Client retention is always important—but right now it’s everything. Here’s how you can attack this vital component of your fitness studio business:
Create live and pre-recorded workouts for your members. Then upload them to your studio’s YouTube channel so your members can access all of the archived workouts. (Oh—you don’t have a YouTube channel for your studio? Whatcha waiting for!)
Remember: Your brick and mortar fitness studio business isn’t necessarily being replaced by a digital platform—you’re simply elevating your product by creating a valuable add-on service. (And who knows? Maybe your virtual platform will become so successful, you won’t even need/want the in-person service!)
3. Double down on community. It’s difficult to maintain an engaged community when you go digital. This is a time to get creative. Find ways to keep the pulse of your community going strong. Any idea that enhances member-to-member connection is worth exploring. (For example: Host a digital event where your members can all do a workout “together.” Or send out special t-shirts to all of your paying members to promote solidarity.)
6 Ideas for Retention
Here are six tactics you can test right now that can help you retain your current clients:
4 Ways to Grow Your Fitness Studio Business During a Pandemic
Client retention is your first objective. But once you’ve got a handle on retention (and you’ve got a retention rate of approximately 95% or higher), it’s time to address growth. And yes—you can grow your fitness business during this time if you’re creative and gritty enough to make it happen.
At least 30 people should try out your studio every month. If you’re nowhere near that number, here are some strategies and tactics to initiate:
This is a tough time.
And we've still got some major hurdles to jump over.
But with creativity, vulnerability, and a willingness to pivot, your studio can survive and thrive despite the difficulties we face.
Cheers to retention and growth!