In this episode, Dr Paul Bedford, the expert on client retention, shares valuable insights for gym owners on how to maximise client lifetime value and create a lasting member experience. Drawing from his experience working with gyms across the world, Paul emphasises the importance of focusing on retention rather than just acquisition. Let’s dive into some key takeaways that can help transform your gym’s retention strategy and lead to long-term growth.
Key Highlights of This Episode:
The Power Of Internal Marketing
Paul highlights that internal marketing is often underestimated but is crucial to keeping members engaged. Rather than investing all resources into attracting new clients, internal marketing aims to create memorable experiences for existing members. From personalised check-ins to exclusive rewards, these efforts show clients they are valued and help strengthen their commitment to the gym. A strong focus on internal marketing leads to improved member satisfaction, which in turn increases retention.

Setting Expectations And Onboarding Members
Setting realistic expectations for new clients is vital for their long-term success. Paul emphasises the need for a well-structured onboarding process that focuses on sustainable progress rather than instant results. A member’s first few sessions should be enjoyable and injury-free, encouraging them to stay consistent without feeling overwhelmed. By clearly communicating what they can expect and offering continuous support, gym owners can ensure members feel comfortable and stay committed.
Differentiating From Low-Cost Competitors
Independent gyms face tough competition from low-cost chains, which can impact membership numbers. Paul advises gym owners to position themselves differently by focusing on quality and building personal relationships with members. Highlighting unique features like specialised programmes, community events, and individual attention can set independent gyms apart and create a deeper connection with clients. This differentiation helps justify higher pricing and enhances member loyalty.

Retention Starts With Great Marketing
Paul makes it clear that improving retention is also about setting the right tone from the beginning—and that’s where effective marketing comes in. A good marketing strategy communicates the value of your gym, not just in terms of services, but in the experience and community you provide. By marketing your gym as a place where members will receive long-term support, personal growth opportunities, and consistent value, you can attract clients who are more likely to stay and commit to their fitness journey.

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