The One Thing
Jason Klein, MS, PES, NS
The number one factor for client retention is superior customer experience.
I will use Crossfit as an example. And you may be rolling your eyes, but just bare with me for a second.
If you look at the numbers, Crossfit went to literally two locations in the late 90’s, to over 100,000 locations by 2010.
It’s more popular than P90X.
It’s more popular than Hyrdoxycut.
Something is going on here and fitness businesses need to understand that.
But if you were to survey ‘Crossfitters,’ on what exactly hooks them, you’ll get one of two big answers.
Of course, you’ll get this answer: “I come for the comradery and team atmosphere.”
But a more important answer I believe is that what people see Crossfit as NEW and DIFFERENT.
People want NEW and DIFFERENT. They sworm to it.
And until Crossfit, no gym would ever think of prescribing jump rope, burpee and power clean in the same workout. Oh, and not to mention, that workout only takes 19 minutes.
But WAIT, it gets even better.
You get that intoxifying ‘death feeling’ afterwards….
Ok, hundereds of thousands of people are paying for this ^ every day (PUN intented).
In 1980, people exercising in tights would gasp at such a thought of people attempting suicide by exercise… wait, by WOD.
Again, take the autonomy and exercise science rules out of the picture for a minute and think of WHY people literally beg, borrow and steal in order to afford their monthly Crossfit dues.
Why are they choosing Crossfit over your bootcamp? Why do they deserve clients more than you do?
A very wise coach of mine gave me three things that will produce the superior customer experience effect.
Need an example of the APE?
After the APE, comes the addictive nature of the activity.
People want NEW and DIFFERENT….
So, if you’re workouts are boring, people – will – leave.
Even IF you provide awesome results, clients will eventually find a place where they can experience ‘cutting edge.’
And if you don’t want to have to worry about being able to provide awesome AND safe workouts check out the Lean Body Guide.
I originally designed the program as part of my Master’s thesis and while I was fitness instructor for the United States Marine Corps.
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Jason is a former Fitness Instructor for the United States Marine Corps.
His new DDST™ method was used as the primary form of body-weight strength training for the U.S. Marines and Sailors.