How to build an unbeatable customer experience for your fitness business


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When a person is in search of a new personal trainer, gym, or studio they’re not just looking for someone or a place that will simply collect their monthly payment and be available for questions here and there. For one, they’re looking for a business that is committed to helping them achieve their fitness goals and earn the results they desire. But, what they’re really looking for is a business that will provide them with a customer experience they can’t get anywhere else.

Many fitness businesses especially in the early stages spend too much time and energy trying to get people through the door. They’re too focused on numbers and even when people sign up, if they can’t deliver the experience those clients desire, they’ll leave. There is no shortage of fitness centers, gyms, studios, and trainers for people to pick from, but you want to be the business potential new clients choose. If you want to earn valuable clientele and run a successful business you need to deliver value to your clients through an unbeatable customer experience. To build this value into your business there are five things you can start doing now that will drastically improve your clients’ experience.

Build a relationship with your clients

The relationship between you and your client begins long before your client walks into your facility. Clients have specific goals they want to be met and are counting on you to help them achieve the results. They come knowing what those are and expect you to have all the right answers. Dedicating time to focus on creating a plan for each individual client that will help them achieve their goals is a great way to show your clients how committed you are to them as well as that you know what they are doing. Remember that typically when a new client starts their fitness journey, they’re not always as motivated or confident as they want to be. Proving to your client that you are focused on helping them succeed will reinforce the reason they gave you their business.

Focus on attracting your ideal clients

One of the biggest mistakes small fitness businesses make early on is taking any client on they can get. While this approach often works for large-scale gyms and studios that aren’t reliant on creating individual relationships with their clients, this could be the detriment to a small business whose offering is specific. Knowing exactly what you offer and who that offering is best catered to is crucial in building your customer experience. If a client is in search of weight-loss programs but you only offer bodybuilding classes, they might not be a good fit and thus will be disappointed by the experience once they get started.

If you want to ensure that the experience you have built works well for your clients, then you need to focus on finding your ideal client and not wasting time taking on whoever for the sake of having a larger number of clients. One client that retains long-term because you’re both a great fit for each other will provide more value for your business than having dozens of clients who don’t benefit from your experience or services.

Create an easy to use booking experience

The booking experience and customer experience go hand in hand. If it is difficult for your clients to book your classes or one on one sessions, they will not want to have to struggle with a hassle every time they want to see you. However, if you make it incredibly easy for them to book your classes and sessions, not only will they return, but they’ll want to tell their friends how much easier being a member of your business is than any other.

There are several fitness management software options that provide easy to use solutions for fitness businesses and their clients. With online booking and payment both the business and the coach can rest assured that the booking experience will be seamless and that they won’t have to worry about any admin at class time. Several also include a member app where their clients can book their classes on the go, without you as the coach has to do a thing. Offering a professional and streamlined registration process is one of the make or breaks of a successful business, and as easy as you can make things for your customers will contribute significantly to how they value your business.

Ask for feedback

If you invest in software, helpful reporting tools can show you what’s happening in your business and show you what your clients are getting the most out of. But in building a better experience for them, asking for feedback is the best way to know exactly how your customers feel. If you feel uncomfortable asking your customers face to face, there are many routes you can take. After class, you can send your customers an email thanking them for coming and ask them to respond with any comments or feedback. You can include a section on your website where customers can send you a message with feedback, or to help you build your footprint online, you can send customers links to your profiles on review websites and ask them to leave feedback or reviews there.

Knowing what your customers think of your business can help you make much better decisions and tailor the customer experience exactly to what your customers desire from you. Remember that not all suggestions need to be implemented overnight, but showing your customers that you have listened to their requests and the improvements or enhancements you will make will further increase the value they feel you give them.

Be consistent and convenient

Remember those promises we talked about? Fitness customers don’t want to fall victim to gyms and studios making promises they can’t keep. The customer experience can be enjoyed in all aspects of being a member well beyond classes and the actual workouts. Staying consistent with your email marketing, communication, availability outside of class time, the additional services you offer including health and wellness treatments or uploading on-demand content that customers can take advantage of at home.

Offering customers equipment, towels, and water so that they don’t have to bring them from home, giving them valuable personal touches that they enjoy about your gym or studio. Clients remember those and don’t offer them if you plan on removing them in the future. Stay consistent and your clients will continue to appreciate your availability, the service, and the experience you offer them.

In conclusion,

Building your customer experience for your fitness clients does not need to be complex. Understanding who you are, what you offer, and how your clients can benefit most from your business are the stepping stones to creating a valuable customer experience your clients can’t get anywhere else. And remember, a healthy relationship, convenience and consistency, providing a simple booking process, and focusing on your clients’ needs are all steps you can take to ensuring your clients stay loyal to your business and value the experience you have created for them.

Jessica Armstrong
Jessica Armstrong is a Marketing Associate at TeamUp, fitness management software. A California native currently living in Spain, Armstrong is passionate about travel and fitness and wellness, two industries where she has worked in PR and marketing for the past 10 years.


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