The Next Step in Client Retention for Bootcamp Owners

The Next Step in Client Retention for Bootcamp Owners

There are so many choices out there in terms of where to go to get a great workout. This means that just simply giving your clients a “good workout” isn’t going to give you a competitive advantage nowadays.

As a fitness professional, you need to start thinking of NEW ways to distinguish your programs and services from other local competitors.

The sad truth is that to every “layperson”, a Zumba Class is the same as a boot camp session and the same as a personal training session. People don’t realize the difference between training styles. They just know that when they are done they are sweaty and that means they must have gotten a great workout.

I realized this when I opened my 7,800 square foot facility up in Lapeer, MI in April 2012 (7 months ago). It was bluntly obvious that people did not know the difference between my Transformation Facility and the local big box gym down the road.

Because of this, I had to figure out ways to differentiate myself from the other competitors as well as develop ways to keep the clients from walking into the front door and out the back.

Below is a list of the eight things I decided to implement into the facility that took me from eight clients to over 127 in just six months. Not only did we gain a bunch of new clients, but these clients are staying longer than the usual 90 days.

Retention is a HUGE factor in my facility’s success. This is mainly because I took the time to develop a system for client retention. This is a two-part system:

One part is what we do behind the scenes every day to stay in constant contact with our clients outside of the boot camp.

The second part is what we do during our boot camp session that creates an addictive training experience that people just can’t get enough of.

Here are four things we do behind the scenes every day that help retains clients outside of the gym:

  1. We do miss your calls for everyone who has missed a week of boot camp or training sessions.
  2. Take pictures of people working out and post/tag them on Facebook.
  3. Mail out birthday cards and gifts if it’s someone’s birthday.
  4. Send out congratulations cards for everyone who has achieved their 30-day goal.

Here are four things we do in the actual boot camp sessions to skyrocket retention:

1. Set a High Energy Standard

I know there are times and places that going green is a good thing, but during your boot camp session is NOT the time. You want to expend a TON of energy during the session. People are going to follow and mimic your energy levels. This means by the end of the session, you should feel energy dumped or drained. If you are, it usually means you exerted all of your energy in creating a pumped-up and energizing boot camp session.

2. Host Special Events in Your Boot Camp Once a Month

This is something that will take all of 15 minutes to figure out, so don’t think to elaborate on this one. Keep things simple.

The extra classes work great because they don’t technically cost you anything except 30 minutes to an hour of your time. Your clients feel like they are getting extra attention, which makes them feel all warm and fuzzy inside and now you are adding more value to your current boot camp program without breaking the bank. That’s a win/win.

If you aren’t adding extra “one time per month” education classes, you should start now!


Again, this may sound basic to you, but I can’t tell you how many times I have watched a boot camp session and the noise level was that of a local library.

I don’t know about you, but I prefer to get my butt kicked with lots of noise on. This way it makes me push harder and keep moving when I feel like stopping. Your clients are the same way.

4. Don’t Just Train…ENTERTAIN!

You should always be incorporating different elements into your boot camp that will break up the monotony of the routine and generate that “Fun Factor” with the group. There are many ways to pull this off. The method I chose to go with is the use of Boot Camp Games at the end of my session.

I chose this method because it allowed me to keep my current boot camp format and it only takes up maybe all of five minutes at the end of the session. Plus, the games end the session on a high note, which means the clients are going home and Facebooking about how awesome of a boot camp session they just had. This is great for generating referrals and keeping retention rates high.

If you have never tried to use a boot camp game at the end of a session, you are in luck!

I have put 33 NEW Boot Camp Games into a package that will plug and play into your boot camp sessions right now. This means you don’t have to sit around and try to figure out what games to play or how to end your boot camp sessions. I have done all of the work for you.

CLICK HERE to check out my New Games for ONLY $7 (limited time)

Well, I hope these retention methods can help you make your program the new addiction of your town. Keep in mind, that it costs SEVEN TIMES more to get new clients than it is to just retain the ones you already have. This is why retention needs to be a staple of your business.

Rock on and keep those clients smiling!

Brian Kalakay, CFT, CTT
Creator Boot Camp Games

12-Minute Fat Melt Flow