The Retention Module

Retention is the least glamorous number in a studio and the one that decides whether any of the others matter. Here’s the order we’ll go in.

A member’s life with you has four phases, and each one has a job to do. Tessa walks through all four and shows how to turn each into an SOP your whole team can follow.

Experience. Results. Community.

Safety, energy and performance are the three things a member feels in a session, whether or not anyone has named them out loud. Tessa uses her coaching background to show you and your team what each one looks like on the gym floor and in a group class.

Your team are your first members, and they churn the same way: quietly, and a good while before they tell you. Tessa covers building genuine relationships with staff, earning trust, and keeping momentum up once you have it.

Replacing a member costs somewhere between five and twenty-five times what it costs to keep one, and lifting retention by as little as five per cent can move profits by a quarter or more. That arithmetic is why this module sits second rather than last.