Loving It vs. Being Lead

What level of service are you offering to your customers?

Retention is a critical topic for our business. While it is important to be aggressive and creative when it comes to seeking new business it is more important to retain the customers that we already have. Two weeks ago we saw 8 customers drop their times on the master schedule in White Rock. The reasons behind this were varied (financial, conflict with work, they want to try training on their own) but the lesson learned in each case is the same. We have the ability to prevent customers from leaving by convincing them that they need our services. They may need the push and accountability to rehabilitate an injury successfully, lose weight or re-invent themselves and tackle an extraordinary destination. We can dictate the path that a customer will follow.

There are two levels of the 'Innovative Fitness' experience:

1. The customer is receiving the base level of service and they are loving it.

• Consultation & follow-up


• Pre-call & 1st session


• Profile & results printed/discussed or a follow-up e-mail


• If necessary, referral to an alliance such as physio


• Program is delivered on the 3rd session. The program is detailed, individualized and includes periodization towards a destination


• Intense, smart sessions, 100% of logs completed, tabs updated regularly


• Follow-up e-mails sent on a regular basis to check-in, ask for feedback, etc.


• Accountability. If a customer is late for a session, they are called 15 minutes past the hour. If a session is missed, they are contacted and advised to book a make-up session


• Consistent execution of the little things. No elaboration needed

Nothing is being offered by the training coaches that is going above and beyond. Good workouts and the basic systems are being followed. If we do not execute this entire list consistently and drop the ball on a single step the probability that a customer will find a reason (excuse) to stop training with us are that much greater.

2. The customer is being lead. This entails all of the above AND...

• The customer is training towards a destination with a real focus and goal behind it. For example, losing x percent of body fat in a certain period of time with a prize/punishment component. Or shaving x minutes off of their personal best time in a race with a bet attached.


• A continual progress report. This could involved a weekly weigh-in, a monthly profile, time trials leading up to a race or lactate testing.


• Workout with them during sessions to provide a push and take your rapport to the next level. Plan training runs/hikes/rides and take charge. Monitor their heart rate, provide advice and motivation and offer to stretch them out afterwards.


• Communicate with other teammates that train the customer. When an injury tab is updated or a program is tweaked, discuss the what/why/how with their other training coach(es). Talk about progress such as what needs work and what the customer is improving upon.


• Send e-mails that are helpful and educational. Not simply "great work today". Forward MPL clips, pass on a good blog post or a journal article that is relevant to their training.


• The list goes on.

If we are not leading our customers and consistently executing every single step mentioned above they are not receiving the true IF experience. We may not have the time to be everything to absolutely everyone but as a team we can collaborate and engage every single customer. Don't sit back and be content that a customer will be fine and keep renewing their training package because "they are loving it". Truly make a difference in their life by leading them!!!