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Supplier Voice

The Missing Link of Retention


The noise in the health and fitness space is almost deafening with endless claims, promises and guarantees. Everyone has “the” solution.

But is it even reasonable to think that one way will work for everyone? That way of thinking is slightly egocentric, but hey, this is the fitness industry, where how we look trumps how we feel.

Fitness club owners are constantly measured by how fast their customers lose interest when things stop “working.” People are fickle and need to feel like they’re continually changing and improving. Client retention has never been more at risk with so much competition opening their doors.

The latest study of a client lifecycle is registered at about seven months. As a fitness club, you have seven months to make your business and your services invaluable so that you can beat the odds and increase your client lifecycle.

Interestingly enough, most fitness clubs report nutrition as 80 percent of their customer’s solution to reaching their goal and seeing results, yet less than 75 percent are offering any sustainable solution.

If customers are indeed leaving gyms on an average of every seven months — it certainly must be due to this the lack of 80 percent of their solution. You have control over these statistics; it is so easy to affect change and never more imperative.

If, as a fitness business owner you are not in touch with why people come to you or stay with you, consider this:

…it has nothing to do with getting stronger.

…it has nothing to do with fancy equipment.

…it has nothing to do with personal training.

But, it has everything to do with your services.

In order to be successful and relevant, you have to have a solid USP (Unique Selling Proposition) to distinctly separate yourself from the competition and noise in this crowded space.

For example: “We are a one-stop-shop. We have everything in place to provide you with what you need to transform and reach your goals.”

Period. Sign me up!

But without a nutrition component, that scenario will never be possible.


Carolyn Fetters is the CEO of Balanced Habits. For more information call 657.231.6779 or email info@balancedhabits.com.

Carolyn Fetters

Carolyn Fetters is the founder and CEO and Founder of Balanced Habits™, a nutrition licensing company based in Southern California. She can be reached at carolyn@balancedhabits.com or 657.231.6779. To download the Balanced Habits programming guide, visit meetbh.com.

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