Client retention is critical to the success of your business. But are you really doing all you can to let members know they’re your priority? Do your personnel understand your expectations for their roles in client retention? If you don’t have established criteria, it may be time to develop a road map for yourself and your employees. Use these seven basic steps—suggested by Richard Gerson, PhD, in his book Members for Life (Human Kinetics 1999)—to get your retention
program on the right track.

1. Have a clear member service mission, vision and philosophy. Communicate these to your employees, and then train and empower them to carry out the service mission.

2. Provide clients with quality
products, services and care.

3. Listen closely to your clients and then act on their suggestions. Do the same for your employees.

4. When serving clients, pay
attention to your own intuition and have your employees pay attention to theirs.

5. Treat clients with respect, trust, fairness, honesty and integrity.

6. Communicate regularly with clients, including current clients, former clients and your competitors’ clients.

7. Expand your product, program and service offerings carefully, ensuring that you can continue to provide quality member service while you grow.

Reprinted with permission from Human Kinetics.



Projected to Grow the Most—Programs

% who already offer and say program is growing

63% online client reminders and information

59% Pilates

58% online training programs

58% Pilates and traditional strength training

56% personal training and Pilates or yoga

55% lifestyle coaching

54% back pain prevention

53% kids-specific fitness

52% chronic medical conditions

52% sport-specific training

50% yoga and traditional strength training

Projected to Grow the Most—Equipment

% who already offer and say equipment use is growing

68% balance (BOSU, discs, wobble board, balance board)

60% therapeutic (foam rollers, small balls)

56% elliptical trainers

56% stability balls

Trainer Demographics

IDEA and its members are passionately committed to improving the health and fitness of all people. We are focused
on delivering compelling member value by imparting knowledge, credibility, inspiration, marketability, and personal and professional growth opportunities.

‰ We believe that ethics come first;
fairness and integrity guide all of
our decisions and relationships.

‰ We have a passion for providing
fitness information and education.

‰ Our decisions are guided by the
professional needs of our members.








Most-Offered Equipment

% who say they provide
this equipment

93% stability balls

90% barbells and/or dumbbells

89% resistance tubing or bands

77% treadmills

72% therapeutic (foam rollers,
small balls)

71% balance (BOSU, discs,
wobble board, balance board)

71% steps and platforms

69% pulley equipment

67% elliptical trainers

66% weighted bar

64% plate-loaded machines

64% recumbent cycles

62% upright cycles

61% selectorized (pin-selected) machines

58% stair climbers

Most-Offered Programs

% who say they offer this program

94% personal training (one-on-one)

89% fitness assessment

89% strength training (individual)

87% stretching and/or flexibility

80% stability ball based

68% personal training
(2 clients share)

62% sport-specific training

58% personal training and
Pilates or yoga

54% back pain prevention

54% Pilates

50% nutrition assessment

50% walking



Sherri McMillan, MS

Sherri McMillan, MSc, has been inspiring the world to adopt a fitness lifestyle for 30 years, and has received numerous industry awards, including the 2010 canfitpro International Fitness Presenter of the Year, 2006 IDEA Fitness Director of the Year, 1998 IDEA Personal Trainer of the Year and 1998 canfitpro Fitness Presenter of the Year. She is an international fitness presenter, personal trainer, fitness columnist for various magazines and newspapers, author of five books and manuals, including Go For Fit: The Winning Way to Fat Loss, Fit Over Forty, and The Successful Trainers Guide to Marketing, and a featured presenter in various fitness DVDs.

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