So, you've recently qualified as a PT and now you're looking to boost your PT client retention.
Here at OriGym, we've all been there. After all, the hardest part about working as a PT is selling your services so you want to minimise this part as much as possible!
We're here to show you how you'll never have to re-sell to the same clients, and how to get little to no cancellations at all...
Looking to expand your PT business? If so, go check out OriGym's Specialist Fitness Courses or download our latest course prospectus here before you carry on reading, and see how offering more services to your clients can make a big difference to your business.
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#1 - Your Business Structure
Considering you’re looking up how to keep PT clients, it’s likely that you’re passionate about improving your business.
The first thing that you should think about when looking to boost retention is your current business structure. Without structure, it becomes nearly impossible to improve or scale your business and keep hold of the clients that you’re currently working with.
So, how can you refine your business structure to maximise retention and overall client loyalty?
Boost Retention with Personal Trainer Packages
One of the first things you should change about your business if you’re serious about holding onto the clients that you’re gaining is the method that you use to sell your PT services.
Chances are, like many PTs who are relatively new to the industry, you’ve been selling your sessions in blocks.
For example, you’ll give your clients the option of choosing either 10 or 15 blocked sessions with you in the hopes that they will re-purchase your services after they complete said sessions.
Selling PT like this creates an end date for your client-trainer relationship, and subsequently for your earnings from each client that you sign up in this way.
This dreaded end date is significant as it creates gaps in retention since a client will never pay more for something that they have already purchased. One they have seen your services priced at a certain rate; they will never pay more than what has already been specified and will inevitably try to negotiate a discount.
For you, this would mean venturing into the dangerous territory of reducing your hourly rate for retention purposes, which you should never do.
Rather than constantly having to re-sell and making things hard for yourself, you’ll be glad to know that there is a viable solution to this issue that causes unstable earnings as well as poor retention.
Our motto is; why waste time re-selling to clients when you can sign them up without an end date?
It’s easy to see why the above method of price presenting is much more effective than selling blocked sessions, especially since there are only three options.
Your earnings will be significantly more stable, and you will have a better idea of what you’re earning each month and be able to forecast your income on a more long-term basis.
Another advantage is that this payment method is a direct debit, rather than a lump sum of cash.
This allows you to avoid the awkward ‘re-selling’ conversation when you’re nearing the end of a blocked session schedule with your client, where they are likely to request a discount or cancel with you…
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On top of this, it’s also a typical trait amongst consumers that they don’t tend to cancel direct debits. It’s more awkward for them to change their mind and paying monthly creates the illusion that they are paying less. This makes your earnings more predictable and sustainable, which is better for your business in every respect.
How you price present can push prospective clients to sign up to higher paid packages, which will only have positive implications for you and the growth of your business. To do this you need to emphasise that having more sessions per week will get them better results, and faster, which will ultimately improve retention when you carry out these promises!
When it comes to clients that you have sold blocked sessions to, you may already be familiar with lines such as:
I’ll let you know when I’ll be signing up next after Christmas.
I just need to double check with my husband first, I’ll let you know what he says!
It’s clear here that with blocked sessions, the client is in control of what happens after their allotted time with you. This isn’t a great position to be in and certainly doesn’t help with retention.
However, monthly packages eradicate this issue and put you back in the position of power when you sell them correctly. You’re able to gain loyal clients who truly enjoy training with you, get the results that they need, and this sends retention off the charts!
Using Software for PT Client Retention
Aside from how you structure your payment plans, another of the main ways that you can alter your business structure to make it more client-friendly is to incorporate software into your day-to-day processes.
Trust us, this can make the world of difference to your business. The great thing about software is that it enables you to automate a lot of the admin work that all of us hate completing, giving you more time to spend on your current clients (as well as gaining new ones).
As well as this, a good piece of software will also allow you to connect with your clients in multiple ways, which is a must when it comes to retention. It makes it much easier for them to schedule sessions with you, for you both to monitor their progress, and much more.
Software beats trying to keep track of things either on paper or in your PC’s folders by a mile, which many PTs have been known to do. We can safely say this gets hectic the moment you start to build your client base. It becomes increasingly difficult to manage client progress and individual plans, which in turn negatively affects retention.
You can check out our article on software for PTs here for a selection of products with different features, but a good all-round software that we ourselves would recommend is My PT Hub: https://www.mypthub.net/features/.
To give you an idea of what it can do for your business, its features include:
- Admin task automation
- Custom branding
- iOS and Android compatible
- A space for workouts, nutrition plans, client progress photos and body measurements
- Document storage (Word, Excel, etc.)
- Bookings control through a public/private calendar
- Credit system (credit packages that clients can redeem for your sessions/events)
- Online PT service platform (sell online PT sessions through the software)
- Billing & Accounts
There are many other features alongside those listed here, but hopefully you get an idea of how useful it could be to invest in something like this.
Not only does it take a lot of the admin work off your shoulders, but it makes tracking client progress a piece of cake. Clients can log into the app (which you can personalise with your own branding) and track/view their progress at any time.
You’ll be incredibly organised, your services will be easily accessible for your clients, and they will love being able to log their progress autonomously both during and away from sessions (trust us on this one).
This could really stand you apart from competitors, and ultimately aid your clients in making better progress, so it’s a win-win situation.
#2 - Your Services
Now that we’ve covered how you can alter the structure your business to boost PT client retention, it’s time to look at how you can ensure that your services are up to scratch and fulfilling (and exceeding) your client’s needs.
After all, you should strive to make them as good as they can be, and constantly updating and re-assessing how well you’re performing as a PT.
Your Services in the Gym
#1 – Build Rapport
This is one of the first things you should focus on when learning how to keep PT clients (as well as how to get them in the first place!).
Building rapport involves having a great attitude in every communication that you have with both your prospective and existing clients on the gym floor. This process certainly shouldn’t stop at the point of sale, it should be on-going throughout you and your client’s relationship.
If you want to follow the proper strategy around client retention for personal trainers, you need to make sure that you’re consistently doing everything that you can to connect with your clients on a personal level.
To give you some ideas, this could be:
- Greeting them and asking how they are
- Complimenting and encouraging them when you see them training outside of sessions
- Finding common ground in conversation (TV shows, books, films, sports, fitness trends, etc.)
- Talking about the fitness goals that they hope to achieve by coming to the gym
- Giving them brief advice on how to improve their workouts
Obviously, some of these approaches won’t be as relevant once you’ve converted a lead, but you should keep up a good level of conversation with each of your clients to continue to build rapport throughout your relationship.
This mutual connection built through relatability and general friendliness is essential in client retention for personal trainers, as no one wants to train with someone who they can’t connect with.
In case you’re still a little confused as to what ‘building rapport’ means, a good example of another sector that relies heavily on this would be hairdressing.
Ask yourself; what keeps you returning to the same hairdresser?
Usually it’s the fact that you’ve known them for several years and built up a relationship with them. You feel comfortable in your appointments and feel as though they do a good job on your hair.
If you tried a new hairdresser and they didn’t make a real effort to make you feel comfortable in their presence, it’s unlikely that you would go back to them, no matter how well they cut your hair!
Hopefully this gives you a simple insight into what rapport looks like, and you realise the importance of making your clients comfortable during your sessions together.
You could give them the best PT session that they have ever seen, but if you fail to put them at ease and build a meaningful relationship with them then they won’t be returning to you in the long run, and your retention will drop.
#2 – Make your Sessions Exciting
Let’s face it, if your sessions lack excitement in any way then your clients are likely to get bored of training with you.
We know this might sound a little direct, but we’d rather get straight to the point and steer you in the right direction when it comes to such an important side of your business. We’re here to give you the best PT client retention strategies after all, so there’s no point in wasting your time!
If we’re truthful, once a client gets bored of training with a certain PT, they’re either going to move to a competitor or give up their personal training sessions altogether. You certainly don’t want either of these things to happen, so for that reason we’re going to give you some tips on preventing this.
How to Keep your PT Sessions Exciting:
- Ensure every session is unique and avoid repetitive workouts
- Introduce them to new exercises/pieces of equipment
- Try training with your client
- Use some upbeat music for the session (or even some of their favourite songs)
- Be flexible with your sessions (don’t put them off by not accommodating them!)
These are just a few examples, but they’re incredibly useful when used properly. The best part is that even though some of these points seem intimidating (especially if you’re just starting out), they’re not that difficult to execute.
If you plan things out beforehand and consider what kind of PT sessions would cause you yourself to stick with a trainer, then you can’t go far wrong!
In terms of the exercises and workouts that you use, you should always be looking for new things to try with your clients. You should keep up with the latest fitness trends online and take it upon yourself to find out about any new equipment that is going to be added to your gym. By doing constant research, you’ll soon become the go-to expert amongst gym members and your existing clients.
One last note on this topic is to communicate with your clients. There’s no harm in asking what kind of music they want you to bring or which workouts from your sessions motivate them the most.
If anything, this adds a personal touch and shows them that you can offer so much more than a pre-structured, generalized training session.
If they’re aware that there is room for change and you constantly provide a good amount of this, then you’ve already won half the battle. Have a personalised session structure for each new client that you take on and ensure that you’re changing things up each week as well as reflecting on their progress simultaneously. Your sessions should be the highlight of their week!
#3 – Draw Focus to the Future
Following on from our previous point, one of the best PT client retention strategies is to communicate results to your clients whether they’re short or long-term and ensure that this communication focuses on the future.
Imagine your client has hit a short-term goal such as losing 4lbs over a two-week period. Not only should you take care to congratulate them, but you should communicate exactly what you want them to work on next to accelerate their progress!
You might say something like ‘next week we’ll try your deadlift with 40kg’, or ‘if we carry on progressing like this, we should have you lifting 60kg by the end of the month!’
By making your client aware of what they will be doing differently in the coming weeks/months to further their progress, you’re encouraging them to think about what the future holds for their personal training journey.
The strategy works best if you present a challenge to your client as not only will this motivate them, but they will also feel as though you believe that they’re capable of making the progress you’re alluding to.
This creates a twofold increase in motivation and helps them to visualise how valuable your sessions are to their journey. After all, if you weren’t training them, they wouldn’t dare try the challenges that you’re assigning!
Another example of how this strategy works would be through driving lessons (with a good instructor, of course). When a driving instructor tells their student that they will be able to try out the motorway in a few weeks because they did well on a lesson, the student is both elated and challenged.
This feeling of elation paired with the pressure of trying something new often equals out and leaves the student with motivation, due to the fact that their instructor believes that they can do this (which is down to how well they have progressed so far).
In their study on student motivation and achievement, KM Cauley and JM McMillan write:
Students who believe that their successes are due primarily to their effort and ability will have stronger motivation and staying power to complete challenging work.
What we can draw from this comment on how self-belief is a catalyst for motivation is that it’s certainly a good idea to get your clients into this mindset.
Not only will they be insanely motivated after receiving the news that they’ll be trying something new down to their own effort and progress, but they will also see you as the valuable leader in their journey.
They will notice how you’re bringing new ideas to the table that they hadn’t tried themselves prior to having a personal trainer and be able to see how you holding them accountable for their actions is causing them to make greater progress.
This shift of focus onto future sessions and subsequent progress is one of our favourite methods to try out when learning how to keep PT clients, and we can’t recommend it enough for those who have struggled to motivate their clients in the past!
#4 – Track and Record Progress
When it comes to keeping clients motivated to boost PT client retention, this is one of the most important aspects.
Ask yourself: if clients are unable to see how far they’ve come with you, how can they trust in your services?
Speaking of different types of goals, it’s incredibly important to go for those that are short-term as well as those that seem out of reach to your clients at first. Short-term goals will break down the journey to becoming fit into manageable sections and make it easier for them to stay motivated and on-track with their routine.
A good way of tracking progress would be to set up 6-week reports that you and your clients can fill in and monitor together. This eliminates any fogginess surrounding progress and makes the overall experience much more motivating than it would be if there was only one long-term goal!
Recording and tracking progress with clients is crucial for their own success as well as your success as a business, and the two go hand in hand.
It enables them to see how far they have come since they started their journey with you, and how far away they are from achieving their short and long-term goals.
A good way of re-assuring clients that they are making progress is to remind them of where they were when they started training with you, and relating this directly to where they are now. You may hear clients saying things like:
I don’t feel like I’ve lost any weight, the scales aren’t budging.
In cases like this, you should respond encouragingly; explain that this will be due to the fact that they have been weight training and are likely to have gained muscle mass where they have shedded body fat. This will keep up motivation and reaffirm how much progress they have made compared to where they were when they began.
So, now that we’ve established the importance of tracking progress, it’s time to look at practical ways of doing so.
There’s always pen and paper which can be useful if that’s how your clients like to visualise their progress, but it’s not the best method in our opinion and can become tedious to monitor.
You could always suggest that your client keeps their own notebook as a workout and progress diary but encourage them to join a software/app that you can both view at any time.
This leads back to what we mentioned earlier in the section on your business structure. If you’re using a software for your calendar and billing, etc. then there’s no reason that you shouldn’t use it with clients to track their progress!
It takes away the hectic nature of trying to keep track of things on paper, makes progress records easily accessible for your clients, and they will love being able to log their progress autonomously both during and away from sessions.
You should find a software that is iOS and Android compatible, and that allows you to store workout and nutrition plans, client progress photos, body measurements, and their personal best history (in terms of weights they can lift, etc).
Trust us when we say that this can make a real difference to customer satisfaction in your business, and certainly stand you apart from your competitors when it comes to client retention for personal trainers!
#5 – Reward Clients for Loyalty
In an ideal world, every single client would be a ‘loyal’ client who trained with us forever. However obvious it may be that this isn’t feasible, there’s nothing stopping you from gaining and keeping as many loyal clients as possible!
The first tried and tested method that we’ll discuss is gifting your clients from time to time.
Say you’ve established a relationship with a client over a few sessions, and now you’re familiar with each other. You have a good idea of their interests outside of sessions and you’re getting on well.
Now that you’ve built up a good amount of rapport and it’s obvious that your client is getting used to training with you, it’s time to solidify your trainer-client relationship and reward their loyalty by giving them a token gift.
NOTE: it’s best to do this on occasions that aren’t birthdays or Christmas, as it makes the gesture more memorable (which is what we’re aiming for).
To give you some ideas, this could be:
- An inspiring book on fitness/nutrition that you enjoyed
- Gym water bottle
- Running armband for their phone
- Protein powder or energy gels to try
- Meal prep kit
Notice how each of these gifts add value to the client’s fitness journey, yet they don’t affect the price of your services. After all, you are determined by your hourly rate, and you would be doing yourself a disservice by reducing it.
There are endless options here, but make sure you keep things appropriate and fitness-related, as this will reaffirm the new lifestyle that they are seeking through training with you.
Another way of rewarding clients for their loyalty to you and boosting your PT client retention would be creating a loyalty program.
Think about it; if there were two local coffee shops in your town that sold hot drinks which were equally as nice, you would be stuck for choice.
However, if one of the places offered a loyalty program where you would get one free coffee for every six that you bought, you would more than likely choose that place to visit for your morning drink.
Not only would this benefit you from a financial standpoint (as everyone likes getting something for free), but it would also make you feel as though you were a part of the brand. You would feel validated, and as though you were receiving something of value that the customers at the other coffee shop were not.
We can relate this directly to personal training and boldly say that if you offer your clients something of value in reward for their loyalty to you and your brand, you are likely to make a lasting impression on them.
Both methods hold the power to capture the hearts of those who are less dedicated to your services as well as your existing ‘loyal’ clients and serve to stand you apart from competitors.
To back up our suggestions, we have a quote from Kwiseok Kwon and Kim Cookhwan, two experts on customer retention:
Customer loyalty is defined as a customer’s intention or predisposition to repurchase from the same firm. This means that loyalty encompasses intended behaviour, a fact that is strongly related to the concept of customer retention.
You could structure this any way you wish and even manage it through the software that you use. You could set the dates that clients are due a reward in your private calendar and surprise them each time, or get them to mark off how many sessions they’ve had with you and let them know that they get a free/discounted session or group class every 10 weeks.
We’d certainly recommend giving this fool proof PT client retention strategy a try, especially if you’re looking to try something different!
Your Services Outside of the Gym
#1 – Create a Community
This is a truly effective way of scaling PT client retention and goes above and beyond your client’s expectations in a way that most PTs can only dream of.
The best part about this? It’s relatively easy to do, and just requires that you have confidence in yourself and your services!
There are a few ways in which you can create a community online, such as leading clients to engage on each of your social media platforms.
However, the one fool proof and direct way of doing this would be to create an exclusive Facebook group for your circle of clients.
Ever heard of CrossFit, or perhaps been a member yourself? If so, you’ll probably know just how effective their Facebook groups and Instagram pages are for maintaining motivation.
They’re often referred to as the ‘CrossFit cult’ due to how much time they spend connecting outside of their sessions, whether it’s encouraging each other’s fitness endeavours online or meeting up for coffee.
We’re not saying that you need to create a fitness cult here, but it’s great to take some inspiration from other sources that have been successful in keeping their clients motivated (and therefore paying for their services!).
You could simply create an online space that is exclusive to your clients, where you can set challenges for them to try against each other, and where you can organise weekly or monthly meetups as a group.
Challenges are definitely a good idea, and don’t necessarily require your clients to meet – it could be as simple as performing the challenge at the end of each of their sessions over a week, and then selecting whoever performed the best to win a prize.
For example, the challenge could be; who can perform the most pull-ups?
You would post about it on the group page, ask your clients if they want to try it out at the end of their session that week, and then reward the winner with a valuable gift to do with their journey. This could be anything from a free PT session to a tub of protein!
Creating this sense of community will help your clients to feel included and motivated, as well as boosting your reputation around the gym. Word of mouth will spread; people will want to join your group and those who are already part of it will never want to give it up.
It really is the icing on the cake when it comes to helping your clients to establish a new fitness routine and getting them to stick to it, and means that they will find it incredibly difficult to lose motivation and give up on your services.
#2 – Make your PT Business Competitive
For this one, you really need to put yourself into the mind of the client, whether they’re already a paying customer or a prospect.
If you were paying for a service (or considering doing so), you would try to get the best quality service for the lowest possible price. If you signed up with one trainer that was decent at their job, but them came across another who was just as good but selling their services for a little less, you would jump ship without hesitation.
As someone looking to learn how to keep PT clients, it’s clear that you don’t want this to happen. Thankfully, the solution isn’t difficult to execute and just requires a little research.
You should do everything in your power to find out what your competitors are charging, what types of training they are offering, and as much as you can about their business structure.
Obviously making your services price competitive is the main goal here, but you should also consider their value. This is what will lead clients to stick with you long-term and could ultimately cause you to gain clients from competitors who aren’t putting as much passion into their work as you are.
To make your business truly competitive, you should:
- Re-asses the pricing of your sessions
- Ensure your business structure is phenomenal (good software, pricing structure, etc.)
- Stay clued up on relevant fitness trends (be the go-to trainer for advice on the gym floor)
- Go the extra mile by connecting with clients in a way that other trainers don’t (building the community we spoke about earlier)
- Expand your services by specialising in different areas
#3 – Specialise in Different Areas
Catering to specific client needs is incredibly important when you want them to train with you long-term.
It’s likely that a good amount of your clients have an interest in certain areas of fitness, such as boxing or powerlifting, and would therefore benefit from specialist training in these areas. If you’re already a PT, you’ll be familiar with CPDs (continuing professional development courses) as well as specialist fitness courses.
They are great for furthering your career as a PT, whether you have a specific direction that you want to take your business in, or you want to cater to a few niches that your clients have enquired about.
So, how does this link to PT client retention?
If one client is passionate about powerlifting for example, as many are these days, then being able to say that you are a qualified Strength & Conditioning coach on top of being a PT will establish more trust between you and the client in question, and inevitably make your services more valuable to their training.
To give you an idea of some of the CPD and speciality courses out there, here are some examples:
- Boxing & Pad Work CPD
- Kettlebells CPD
- Strength & Conditioning CPD
- Suspension Training CPD
- Level 4 Obesity & Diabetes Control
- Level 4 Advanced Sports Nutrition
Even if your clients aren’t particularly focused on one area of fitness, they will feel as though they are in safe hands if you have a good range of fitness qualifications.
You will gain their trust over time if you show that you’re passionate about helping them in any way that you can, and they are likely to see you as being more reputable in comparison to competitors who perhaps lack in expertise.
Providing clients with extra services included in their monthly fee package is a great way of boosting retention.
Look at your current plan and ask yourself; does it include nutrition plans, BMI checks, or some free group PT sessions?
If not, then you should start thinking about what else you could offer your clients as part of their package. Not only will this make them feel as though you’re going the extra mile for them, but it will also add a lot of value to your membership packages in comparison to those of your competitors.
You should research your competitor’s packages at the same time as constructing or re-assessing your own, and always ensure that yours is the best value for money. However, keep in mind that you should never reduce your hourly rate, as this will only harm your business!
Specialise in Sports Massage for Retention
Tying into the idea of specialising in different areas of fitness, getting qualified as a sports massage therapist can work wonders for your retention rate. We actually offer an SMT qualification here at OriGym.
The great thing about PT and SMT clients alike is that usually they will benefit from both services as opposed to just one. PT clients will find it useful to get a sports massage if they ever sustain any injuries, particularly those who play sports or are training for an event.
On the other hand, if you have SMT clients that have come to you due to an injury, you can reveal that you are also a PT and that you would be happy to assist them with their recovery if they’re interested in training with you!
Hopefully you can see how selling both of your services to the same clients can benefit retention. It builds up a trusting trainer-client relationship, in which your client is happy to part with their money to either train or recover from injury with someone they trust.
#3 - If a Client Wants to Cancel
This is a situation that we all dread, and sometimes there’s nothing that you can do once a client has set their mind on cancelling, especially if it’s due to an unforeseen circumstance.
However, if you follow all of our PT client retention strategies listed in this article, we can almost guarantee that customer cancellations will be rare for you and far outweighed by those who stick with you long-term.
It’s important to understand that although many of those who wish to cancel will inevitably go through with it, there are certainly things that you can put in place to prevent this from happening.
One of these things would be to structure your business so that clients must speak to you over the phone to cancel.
By taking away the option for them to do this via email or text, you’re opening an opportunity for you to ask some questions and have a real talk with them before they can make their final decision.
This leads swiftly onto our next point, which would be to establish and monitor why they want to cancel. You can gain feedback from the client in question, and log this into your CRM software for future reference.
Even if they do end up cancelling, you can learn more from this experience than you would from a message, as people tend to be more truthful over the phone when prompted with questions about their experience.
However, if the client isn’t dead set on cancelling or their reasons for doing so pertain to how you’ve been running your sessions/services, you can make it your mission to change their mind.
In their study on customer retention in the fitness industry, A. M. Gonҫalves et al state:
It is up to companies and their professionals to be constantly on alert in order to anticipate what customers expect from their services, and thus be able to provide a service that meets their expectations and needs hence generating client satisfaction and loyalty.
This statement demonstrates how seeking to find out which areas clients have been dissatisfied with can be useful when it comes to preventing cancellations.
By using the rapport that you’ve built up along with your sales skills, you can use this to your advantage and potentially win back clients that are hesitant to continue with your sessions.
This leads us into our final point on what to do when a client wants to cancel, which is to make them an offer they can’t refuse. This doesn’t mean devaluing your sessions by giving them a huge discount, as this won’t help your business in the long run, but there’s nothing stopping you from offering them something of value in return for keeping you as their trainer.
We find that suggesting a couple of free PT sessions in their first month is a great tactic, and usually works well when you come at it from the customer loyalty angle.
For example, if you owe the reason for this discount to the fact that they have been a loyal customer to you, you’re making them feel as though you value them and that they have earned this reward. You could say:
Because we’ve trained together for X number of months, I can offer X amount of free sessions in your first month to help you to reach your next goal in time.
This is bound to show them just how passionate you are about training with them and offers some compensation for whatever shortfalls they have experienced. You can learn from the negative experience at the same time as giving this client your all in future, and doing everything you can (within reason) to ensure that they stay happy in their training.
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Before you go!
We hope that we’ve covered every area possible on this topic so that you no longer need to ask the question; why is retention so important for personal trainers?
The most important thing to remember is that as long as you go above and beyond for your clients using all the retention strategies that we’ve mentioned in our list, your PT client retention rate should soar.
Ensure that you have an unbeatable business structure, that your services are better than any of those ran by your competitors, and most importantly; always go the extra mile for your clients!
Do your best to stand out by making a real dent in your local fitness world, and your clients will never want to miss a session.
Want to boost your client retention through further education? Go check out OriGym's Lower Back Pain Management qualification and find out more about what you could be learning!
- Cauley, Kathleen M., and James H. McMillan. "Formative assessment techniques to support student motivation and achievement." The Clearing House: A Journal of Educational Strategies, Issues and Ideas1 (2010): 1-6.
- Kwon, Kwiseok, and Cookhwan Kim. "How to design personalization in a context of customer retention: Who personalizes what and to what extent?." Electronic Commerce Research and Applications2 (2012): 101-116.
- Gonçalves, A.M., Costa, G. and Freitas, A., Statistical modeling: a study on customer retention in health & fitness industry. In Program and Book of Abstracts XXVI Meeting of the Portuguese Association for Classification and Data Analysis (CLAD)(p. 109).
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