Awards party at the Resistance Exercise Conference 2019, from left to right: Andrew Carpenter, Dave Durell, Patty Durell, Richard Wolff, and Lawrence Neal (and Sean Dunleavy necking a pint Haha).
Richard J. Wolff, RD, LD has dedicated his life to helping people live well. He is an entrepreneur, writer, and founder of MEDFITNESS, the company that created On Demand Strength Training ™.
In 2018, MEDFITNESS had their best year yet with sales growth of 18% and monthly attrition of 2.2%. MEDFITNESS have the lowest attrition rate I’ve ever seen in the fitness industry. Watch more below:
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In this podcast, we discuss the retention strategies and tactics that MEDFITNESS use to motivate clients to train regularly, restart their workouts after time-off, provide continuous content education, and much, much more.
Enjoy the show!
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Would you like to hear more from Richard? — Check out our podcast on how to price and package high intensity training, transition from an appointment-based business to adhoc group training, and much, much more (Stream below or right-click here to download):
This episode is brought to you by ARXFit.com, ARX are the most innovative, efficient and effective all-in-one exercise machines I have ever seen. I was really impressed with my ARX workout. The intensity and adaptive resistance were unlike anything I’ve ever experienced. I love how the machine enables you to increase the negative load to fatigue target muscles more quickly and I love how the workouts are effortlessly quantified. The software tracks maximum force output, rate of work, total amount of work done and more in front of you on-screen, allowing you to compete with your pervious performance, to give you and your clients real-time motivation.
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Show Notes
Click the link below to listen from the exact time stamp on Overcast:
- How have MEDFitness improved their website? [4:50]
- What helped MEDFitness have their best year yet? [7:35]
- Why don’t more people strength train and how to get them started? [10:00]
- How to increase retention with a “quick correct” process [13:30]
- How to use high value content and a “restart workout” following time off to increase retention [15:15]
- How to increase retention by always “reinforcing attendance” [21:00]
- How to increase retention by “acknowledging hard work” [25:25]
- Ideal target markets [30:55]
- Pro-active retention tactics [32:50]
- How to create and automate your content strategy across multiple platforms to educate and retain your clients [35:10]
- Why your core purpose should contribute to better retention at every touch point in your business, including your cancellation process [39:35]
- How to measure retention effectively [41:25]
- How to re-acquire lost members [47:50]
- Why it’s important to position your service as a “forever behaviour” [52:30]
- How to post content effectively to social media [54:05]
Selected Links from the Episode
- Club Industry
- Resistance Exercise Conference
- Patty and Dave Durell – Hiring, Overcoming Failure, and High Intensity Nation (#156)
- Resistance Exercise Conference 2018 Podcast with Jim Flanagan, Dr Michelle Segar, Dr Ted Dreisinger and Rob Morton
- MEDFITNESS YouTube
- Corporate Warrior Videos on YouTube, Twitter, and Linkedin
- Discover Strength
- Net Promoter Score (NPS)
- Dr Paul Bedford – Retention Guru – Lifefitness Event – Retention
- Constant Contact
- Buffer
People Mentioned
- Hannah Stael von Holstein (Listen to my podcast with Hannah here)
- Patty Durell (Listen to my episode with Patty here)
- Dave Durell (Listen to my episode with Dave here)
- Luke Carlson (Listen to my podcasts with Luke here: Part 1, Part 2, Part 3, Part 4, Part 5, and Part 6)
- Owen Dockham (Listen to my episodes with Owen here: Part 1 and Part 2)
- Skyler Tanner (Listen to my episodes with Skyler here: Part 1, Part 2, Part 3, Part 4, Part 5, and Part 6)
- Michelle Segar (Listen to my episode with Michelle here)
- Gary Vaynerchuk
411 – Maximizing Profits: Secrets to Boosting High-Intensity Training Prices Without Losing Clients with Luke Carlson (Timeless Throwback)
410 – Group HIT Success: Mastering Large Group High Intensity Strength Training with John Thompson
401 – How to Set Up a New HIT Studio for Success with Mike Petrella
Hi Lawrence!
At the beginning you mentioned something about churn rate. Where can we find more sources of information about the average numbers, hopefully filtered by type of gym or country etc
Thanks!
Hi Manlio,
Check out Paul Bedford’s presentation here https://www.youtube.com/watch?v=ept7HmVC9WA. If I recall correctly, the industry average is shocking! I’m not sure if it’s as granular in terms of type of gym.