Celebrate Your Gym Members and You’ll Keep Them Forever

We love to be rewarded. Coffee punch cards, participation trophies, loyalty programs- it doesn’t matter what prize is; most of us like to feel like we’re earning something in exchange for our efforts. Sure, intrinsic motivation is essential, but how great does it feel for someone to say, “Hey, I couldn’t help but notice that you achieved that milestone. Great job!” I’m a sucker for a personalized email and a sticker chart. 

So how do you capitalize on that feeling in your studio? Milestone rewards! As a studio owner, one of my favorite programs is the 100+ class club. How fitting that as a coach, one of my favorite things to do is implement them clients’ studios. Why? It’s one of the easiest ways to show clients, “I see the work you’re doing, and I commend you for it.” You probably got into boutique fitness because you love and look forward to taking class, but your clients may have to push through any number of roadblocks to make it to class each day. Notice that effort, and you’re one step closing to life-long clients. 

Make it special

At my studio, we have class club barres that clients sign when they reach 100, 250, 500, 750, and 1000 classes, and we make a huge deal out of it. 

1. Clients get a special class club prize ranging from a tank top to a sweatshirt.

2. They sign the corresponding barre (which we then post to social media- quick culture building and marketing).

3. Teachers announce their induction to the club in class, and the clients applaud and congratulate them.

4. We send out newsletters with the class club countdown at the bottom. This not only increases readership, it publicly shows our clients that their achievements are important to the entire studio.

5. For the top-tier clubs, we throw little parties and host superwoman-themed classes,

6. Build-in extra choreography for the class (did someone say 100 burpees to celebrate the new 100 class club inductees?)

Your studio milestone program doesn’t need to look like this one, and it doesn't need to be expensive. When I first opened my studio, I went to Michael's (hello, cheap fitness marketing, my friend) and purchased $15 chalkboard flags and tiny clothespins in my brand colors. I labeled the flags 10, 20, 30 all the way to 100 (and then had to double it to 250 a few months later) and wrote each client's name on a clothespin. Each Friday, I moved everyone's pins to track their progress. Was it professional-looking? Nope. But when I tell you that my members stopped by the flags between every class, I'm not exaggerating. We eventually upgraded to the custom barres in the photos. Still, for a brand new studio on a tiny marketing budget, it was perfection.

I've coached studios of all modalities and styles to create a class club program that is perfect for that particular clientele. Here are some ideas for objects to sign: I’ve coached studios of all modalities and styles to create a class club program that is perfect for that particular clientele. And it doesn’t need to be a barre that is signed, of course. Here are some ideas for objects to sign:

• Vinyl stickers on your wall

• Canvas or framed “100 class club” prints in your studio colors

• A painted mural where clients sign a specific part or color

Yoga studios:

• Yoga mats cut into a shape and fastened to the wall

• Bolsters that are displayed- one for each club

Aerial studios:

• Retired silks (either framed or hung)

• I have a pole studio client that fastened their barres to the floor vertically to look like poles - points for creativity.

• One of my favorite aerial studios calls it the “mile high club,” which fits their fun vibe- get creative with the name!

Dance studios:

• A washed-out silhouette of a dancer print that members sign over

There are so many possibilities! The important part is not what they sign; it’s the acknowledgment and support they feel when achieving the goal.

Key things to remember when creating your milestone program:

1. Does the program reflect my studio’s culture? Is your studio fun? Serious? Goal-oriented? Casual? Make sure that you know the vibe you’re trying to portray, and then build your client engagement program around that. At my studio, we announce class club achievements in class and clap for each client. That might be totally inappropriate for a serious practice studio. Experience matters, and everything should reflect your mission and culture.

2. Are your prizes appropriate for your clientele? Rewards are unnecessary, but make sure they’re something your clients will enjoy if you do have them. For example, tank tops might be great for a fitness studio but may not be appreciated if your clientele gravitates toward oversize tee-shirts. Grip socks may land perfectly with a barre or pilates studio but would likely go unused in a traditional yoga studio. Try to avoid giving trinkets just for the sake of giving them. Ideally, this is something your clients can show off and get a lot of use out of (plus, look at the bonus marketing!)

Do your clients and teachers know and buy into your program? This often starts with you as the owner. Are you taking classes and counting down until you sign the wall? Are your staff? Buy-in is essential for a well-loved milestone program. Announce class clubs in your newsletter, post the inductees on your social media, talk about it in classes. The more excited you are, the more excited your clients will be.

What if your studio is already established?

I hear this question all the time, and it's not a deal-breaker, I promise. You have options.

Option 1: if your studio is more than a few years old, roll out your brand new milestone engagement program on an upcoming anniversary. You'll start officially counting classes for class clubs on your studio's upcoming anniversary, no matter how many classes clients have taken previously).

Option 2: Suppose you have a manageable amount of clients, or you've been open for only a few years. In that case, you can run a report for all of your current members from day 1 on your point of sale software (make sure you filter for "active clients" only!)

I know that running a studio is a lot of work. I often hear, “Another program to keep track of? I’m already swamped!” But I’ve seen over and over that that milestone programs are worth it. Clients who feel celebrated are proud of their accomplishments and cheer for each other. They plan which instructor’s class they’ll take when they hit the next milestone. They wear their 100-class tanks with pride. What do all of these have in common? Commitment to your studio and the long-term expectation that they’ll be members in the future. It’s cheaper to keep members than it is to find members. Everyone wins with milestones. 

You’ve started- Keep it going! Check out the retention workshop below with the formula we use for our private clients.