Albert Einstein’s definition of insanity is doing the same thing over and over, and expecting different results. Yet in the fitness industry, we witness this behavior continually, and not necessarily from the customer.
Client retention is the main concern for many fitness businesses, with the average churn rate running every seven months for boutiques, and every 12 months for larger, membership-based clubs. IHRSA calculates client retention at 66%. And yet club after club, chain after chain follows the Albert Einstein methodology, not adjusting to improve client retention.
What makes a member stay? Is it top-of-the-line equipment, expensive cardio machines, new flooring or shiny mirrors? No, no and no. Customers stay when their needs are met and they experience results. Unless the fitness industry as a whole can embrace a results-driven approach, nothing will change or improve.
The fitness industry is in a truly unique position as the problem-solving industry. Most people join a club to lose weight — however, results stall within a few months when the goal of weight loss is not met. Frustration sets in when there is nothing in place to address the root of the issue: food. As an unavoidable part of daily life, food becomes a cause for trouble among the majority of our population.
Enter Balanced Habits™, the leading nutrition solution that works with a variety of fitness brands to strengthen their offerings. This results-driven approach encourages greater client retention rates because, simply put, customers stay longer if their problems are solved.
Balanced Habits provides the nutrition component for all types of clubs in our industry. Club members now have the opportunity to successfully reach their goals and see results by learning how to consume real food in a sustainable and realistic manner. The Balanced Habits nutrition programs are overseen by nutritionists, registered dietitians and fitness experts who have been working within the fitness Industry for over three decades.