What Gym Instructors Can Teach Us About Customer Retention?


A couple of weeks ago, I posted:

What Gym Mirrors Can Teach Us About Customer Retention?

But since then I’ve learned more about marketing from the gym.

Today, I’m going to share with you an insight that can be applied to different kinds of business.

Here’s the scene that inspired me to write this post:

It was morning. I was at the gym recovering from my previous series of exercises and waiting to start the next one. Suddenly, my attention was caught by a woman that was also waiting for her next exercise. However, there were 2 gym instructors standing by her side. Apparently, she has some posture issues involving her shoulders. Both instructors were aware of this fact and were discussing and trying to get the best way to execute the exercise she was doing, considering her peculiar condition. They were giving her some insights and small tweaks she should take into account when performing that exercise and all others.

In my opinion, after that, the connection between this woman and the gym got a lot stronger. Here’s what happened behind the scenes.

For a moment, the gym unbalanced the usual ratio of clients to instructors, making her feel more special. A gym and many other businesses tend to have a very high ratio of clientes to instructors. Let’s say that specific gym tries to have 20 clients for each instructor at maximum. For a minute or so, the above woman had 2 instructors. In other words, half client for each instructor. This is better than having a personal trainer!

Surely, you will have to carefully choose when to unbalance the usual ratio clients to instructors for the benefit of your business.

Just to illustrate how careful you will have to be, put yourself in my shoes at the moment. I hadn’t any instructor standing by my side and she had 2. In the best of cases, that’s not unconsciously fair.

I will leave you with one example of a period when you can consider temporarily unbalance your business’ usual ratio of clients to instructors: on early stages, when you don’t have many clients yet.