QUESTION: I’ve noticed my 3-month attrition average way over our stated goal, any advice on things I can do?
ANSWER: Generally I’ve seen attrition be a factor of culture, which starts with your trainers (making sure you have the right people in place!). Cleanliness is also a factor, but I’ve seen your gym and I’m sure that isn’t an issue… Culture is also driven by events and socials- these should be regular occurrences (nothing extravagant, just things to get people together or stay at the gym longer). Random gifts for your clients works well (not just the bday card or wedding gift- random things that your trainer picks up on from small conversation- do they enjoy wine, the Phillies, etc, consider making it mandatory that your trainers have to provide a small gift ($20) to 1 or 2 clients a month… and on that point, make it mandatory that your trainers have to interact with 1 or 2 clients after each session and note the conversation. Building a strong culture is the best thing to help curb attrition- but again, it starts up top with your trainers and takes true/genuine interaction with your clients.