How to Retain Your Personal Training Clients

Fed up with clients cancelling? It’s a well-known fact that it’s easier to hold onto a current client than find a new one - but exactly how can you keep your PT clients coming back for more?

We dive into some of the best client retention strategies for personal trainers. We’ll cover everything you need to know to build strong client relationships and maybe even grow your PT business in the process.

Why client retention is so important

Retaining your client base might feel like a lot of work, but it pays off. You can spend less time selling your services and more time doing what you love - working out.

It costs 6x to 7x more to acquire new customers than to retain existing ones, so implementing the right client retention strategies could save you not just time, but money too.

Retaining clients is the first step towards a regular income. Connect with your clientele, become attuned to their needs and feel motivated to offer them the very best. You’ll get great reviews and receive the coveted word-of-mouth referrals you need for new clients.

Client retention tips for personal trainers

Here’s some of our winning client retention strategies for personal trainers.

Use long-term contracts

Get your clients to sign a long-term contract from the get-go. A contract is a legal obligation, but it’ll also give your clients a financial incentive to stick to their fitness goals and retain your services.

You could encourage your clients to sign a 3-month contract. This will help you navigate their longer-term fitness strategy and give them the direction they need.

Bonus tip: Offer new clients a free trial to show your expertise before pushing for a contract.

Specialise in a niche

Choosing a niche can help you acquire new clients - but did you know it can help you retain those clients, too? Provide your clients with a plan that caters to their needs.

If you specialise in a niche which satisfies the needs of your client, it will be more difficult for them to find another trainer who can provide the same service.

You can use your experience and qualifications to specialise in a particular type of fitness, such as:

• Corporate wellness - promote healthy habits in the workplace
• Cardio fitness - get your clients moving
• Strength and resistance - help your clients build muscle - if this sounds perfect for you, read our tips for becoming a strength and conditioning coach

You could even choose a social group to work with, such as seniors. Schedule workouts and create meal plans personalised to your niche.

Earn additional training qualifications and skills

So you’ve got a niche and offering specialised workouts - but what if you could take that a step further?

Earn additional qualifications to support further aspects of your client’s health. This means they will have less reason to go elsewhere for fitness/health related enquiries.

You could train to be a:

• Physiotherapist
• Nutritionist
• Coach or counsellor
• Massage therapist

Show your credibility and boost retention rates among your current clients by giving them everything they need in one place.

Build Strong Relationships With Your Clients

“If people like you, they’ll listen to you. But if they trust you, they’ll do business with you.” - Zig Ziglar

Likability and trust go a long way, especially when you work 1:1 with clients like you do in personal training.

Build a strong rapport with each of your clients so that they feel comfortable with you. Whether it’s personalised diet tips or asking about your client’s day, you should be supportive and approachable.

This solid foundation will encourage your clients to come to you if there’s a problem - and you can quickly solve any issues. They’ll ask questions and trust your advice.

Remember: Once a client is signed up, you’ve got endless opportunities to nurture the partnership. Offer check-ins and celebrate your client’s achievements to keep them coming back for more.

Top tip: Follow your clients on social media and interact with them where this feels appropriate. This will help you to build a relationship and stay relevant for them.

Help your clients set and achieve their goals

Whether your client wants to lose a bit of weight or become the next Arnold Schwarzenegger, it’s your job to get them there.

Use the SMART goal-setting framework to help your clients set goals that actually work. This stands for:

• Specific
• Measurable
• Achievable
• Relevant
• Time-Bound

Setting measurable goals gives your clients something to strive for - and seeing their progress will encourage them to keep coming back.

Bonus tip: Keep your goals achievable by breaking them into smaller chunks. Your client will feel motivated to keep going until they smash that final goal.

Regularly check-in and review progress

It’s in our nature to chase after the next thing. Make it easy for your clients to a) set goals, b) stay accountable to those goals, and c) track their progress along the way.

Here’s how you can do that:

• Create a fun rewards system
• Take regular progress photos
• Organise weekly, biweekly or monthly check-ins

Motivated clients are unlikely to quit, especially when they can see the benefits of working with you.

Create a community for your clients

An online community is a space for you to engage with your clients. You can organise events, offer exclusive tips and encourage your clients to chat about their progress.

Imagine you’ve got a client who wants to lose weight. She uses your group to post progress photos and meet new friends, helping her feel inspired to come to you with more and more goals.

It’s a win/win scenario - your clients boost their motivation, all while singing your praises. Bring people together and improve PT retention rates for multiple clients.

Bonus tip: UNTIL helps PTs grow in a community of 300+ wellness professionals. Join a supportive framework for you and your clients to thrive.

Be easy to contact

Whether they have a question about their diet or they need motivation, how can your clients get in touch with you? Here are our tips:

• Give clients a more personal way to contact you, like your mobile number
• Check in between sessions
• Engage on social media

Your clients will know you’re available when they need you - and you can continue to build that trust with your loyal customers.

Revisit payment structure

Many personal trainers make the mistake of charging upfront for a block of sessions, say 2 sessions per week for 6 weeks. When the block comes to an end, your client might not commit to another lump sum - and you’ve lost out on their business.

Instead, try implementing a monthly payment system where your client pays a set fee. They won't feel pressured to make an advance payment and you’ll know exactly when you’re getting paid.

It’s not about keeping your clients trapped in a membership that’s a nightmare to cancel (we’ve all been there). It’s about making it as easy as possible for them to stay. Once a monthly payment is set up, both you and your client don’t have to think about it. Simple.

Plan exciting and challenging sessions

Lazy PT’s lose clients - that’s a fact.

Plan personal training sessions that fit your client’s needs, but don’t be afraid to mix it up. You could introduce a new exercise, play a game or work out in a different environment.

Many of us remember dreading P.E. lessons - and people often struggle to engage with exercise, even as adults. Shift your client’s perspective by making fitness fun. They’ll reach their goals, stay challenged and (hopefully) come back for more.

Review and learn why clients cancel

Unfortunately, not every client is going to stay with you forever - wouldn’t that be great? But if you can understand why your PT clients are leaving, you can better understand how to keep them.

When a client cancels, don’t be afraid to ask them why. You could create a quick survey or organise a call, almost like an exit interview. Ask your clients…

• What did you like about our time working together?
• How can I improve my services going forward?
• Would you consider hiring me in the future?

Although it’s never nice to receive negative feedback, ignoring those clients who choose to leave means you’re missing out on a golden opportunity for growth.

In summary

Client retention is a game-changer for personal trainers. You can earn a regular income and get new PT clients - but you’ll need to fine-tune your processes to create those lasting bonds.

Ready for more? Check out UNTIL’s training and PT facilities for professional and comfortable sessions your clients will love.

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