In relationships, fitness, and business, it’s the little things that mean so much.
For example, here’s one of the smartest things a gym owner can do to increase retention and answer the question, “How do I nurture my clients?”
Instruct your staff to say hello and greet each member by name every time. Even part-time temporary employees should look a client in the eye, say hello, and call that person by name.
It’s the basis of building relationships, community, and retention.
We hear it a lot. Gym owners say, “I want to retain clients, and I know that means nurturing relationships – but how do I nurture my clients?”
Well, that’s the question we’ll be addressing in this blog post.
Read Attract & Retain Members: The Gym Profit Formula
You already know that it takes much more time, money and effort to GET a new client than it does to keep one, right?
And you already know that every successful business is built on relationships. Especially in a service industry like fitness, you need to be asking and answering every day that all-important question, “How do I nurture my clients?”
As Zig Ziglar once said, ‘You don’t build a business. You build people, and people build the business.’ Studies show that improving retention by just 5% can increase profits by 25% to 95%, highlighting the importance of fostering long-term relationships with members.
While attracting new members is essential, retaining existing clients ensures steady revenue and builds a loyal community. For gym owners, nurturing relationships with clients goes beyond providing access to equipment—it’s about building real connections, offering encouragement, and staying engaged every step of the way.
So, let’s get down to brass tacks. How do you do this? Well, luckily for all of us, building relationships isn’t all about squishy feelings and stuff. Here are actual steps you can take when wondering, how do I nurture my clients.
1. The Personal Touch
Every client walks into your gym with unique goals, whether it’s losing weight, gaining muscle, improving mobility, or enhancing overall fitness.
You must take the time to learn and understand their goals. Really listen. That’s the foundation of building trust and lasting relationships.
Then, apply your expertise to bring results and the appropriate customer experience.
Think of yourself like Dumbledore guiding your clients like young Harry and Hermoine through their magical transformations.
Clients who receive personalized plans are much more likely to stay engaged, achieve their goals, and feel like they matter to you.
Check in with them regularly. See how they’re doing. Offer personalized encouragement.
Yes, this means taking the time to learn who got a new job, who’s getting married soon, and why this person is scared to death coming to the gym.
So, create a system for clients to track their achievements. It’ll help you celebrate their milestones, share updates on social media, and let them know that their progress is important to you and your business.
2. Provide Excellent Service
As owner, it’s up to you to define the ideal customer experience and make sure your employees deliver it every day.
“How do I nurture my clients?” Well, this gets back to that part-time temporary employee at the front desk – just like it does to career trainers.
Paying members don’t care that someone representing your business is “just a temp.” Don’t expect them to lower their expectations. Instead, raise your performance standards.
Remember on “Cheers” when everyone shouted “Norm!” when that character walked in? You don’t have to go that far. But remember that everyone likes to be seen individually like that.
In addition to remembering names and showing interest in clients, make sure your team members know your key messaging, can offer quick solutions to common problems, and follow up when they don’t have those ready answers.
Talk about customer service expectations at team meetings. Encourage questions. Provide leadership.
And keep it fun for your team when asking, “How do I nurture my clients?” Don’t make “customer service” sound like punishment!
3. Communicate Regularly and Effectively
Consistent communication keeps clients engaged and motivated, and it’s a top answer to the questions, how do I nurture my clients.
As business expert Seth Godin states, “Marketing is no longer about the stuff that you make, but about the stories you tell.”
Research indicates that automated email campaigns can increase client retention rates by up to 45%, making it an essential tool for gym owners.
Think of emails as your gym’s version of Ted Lasso pep talks — short, inspiring, and packed with positivity.
Other newsletter tips:
- Provide value most of the time and ask for a sale only occasionally.
- Send newsletters with fitness tips, recipes, and motivational content.
- Share success stories from other members to inspire your audience.
- Use automated reminders for upcoming classes or personal training sessions.
Talk with a Naamly adviser about how to communicate regularly and effectively. Remember that nobody wants to feel ghosted by their gym!
4. Build a Community Atmosphere
Clients are more likely to stay committed if they feel part of a supportive community.
Anyone can open doors to a big room full of weights and benches.
A special business owner sees all those people as endless opportunities to enrich and deepen relationships. That’s the key to high retention and to positively answering the question, “How do I nurture my clients?”
Studies show that group activities can increase member retention by up to 20%. People want to form social bonds that reinforce their commitment to fitness – they hold each other accountable and create fun “third place” feelings (after home and work).
Teamwork is the dreamwork, so think of group challenges, occasional boot camps, or competitions you can offer.
Organize social outings, fun runs, and member appreciation events.
Go online and share all of this with your members and your broader community. Others will see it and want to be a part of all the fun.
Pretend you’re like Oprah, directing your media empire’s spotlights on your awesome members.
“How do I nurture my clients?”
That’s how!
Conclusion
This post has been about providing useful answers to a super-important question you should always have top of mind as a gym owner: “How do I nurture my clients?”
Building stronger client relationships takes dedication, empathy, and thoughtful planning. As Arnold Schwarzenegger once said, “Strength does not come from winning. Your struggles develop your strengths.”
It’s the same with nurturing clients and developing high retention.
Your gym isn’t just that big room full of weights.
It’s a safe space where people get to become superheroes, with you as their guide.
Show them you care, deliver a great customer experience, and treat folks like they’re all the stars of the movie.
That’ll actually make YOU the superhero, too. Just remember they always get the glory and the support. If you’re still asking about retention and how do I nurture my clients, we have tons more free info here: 9 Secrets to Increase Retention.